1. Be Emotive2005 Luca Bruno, 2013 Michael Sohn - AP

2. 20,000unique videossince 20052005 2013Viral Video2005The SocialMediaPlaybook2008BrandedEntertainment2010GenerationSocial2012Be Emotive2013 3. ContentConsumption ConnectionChoiceWhy emotive? 4. Content2005 201354322009Global digital content created and sharedSource: KPCB, YouTubeYouTube hours of video uploaded per minute100755025ZB Hrs100 hrsof video uploadedto YouTube eachminute8 ZBof data per yearwill be createdby 2015 5. Content< 100 > 1mYouTube videos by number of viewsSource: Business Insider, Businessweek%30201029.6%11.4%0.3%1k 2.5k 10k 100k2.7%0.0001%probability userwill view yourcontent 6. Choice2000 20121,0008006004002002008Global internet connected device shipmentsSource: BI intelligence, MicrosoftUnits(millions)2004SmartphonesTabletsPersonalcomputersWearables47%multi-task onmultiplescreens 7. ChoiceShare of device page traffic on a typical work dayMobilesbrighten thecommutePCs dominateworking hoursTablets popularat nightSource: comScore, Ericsson60%of consumerswatch videoon-demandweekly 8. Consumption1.6bnMobilebroadbandconnections(43% y/y)Source: Ericsson 9. Consumption###Source: Ericsson, KPCB, Microsoft2/3Use multiplescreens150times per daya user checkstheir smartphone1.6bnMobilebroadbandconnections(43% y/y) 10. ConnectionSource: KPCB, YouTube, Facebook0 100FacebookYouTubeTwitterGoogle+LinkedInPinterestMySpaceInstagramTumblrFoursquare80Which social media do you use?%6040202011 v 20121bnunique usersvisit YouTubemonthly1.1bnglobal activeFacebook users 11. ConnectionSource: KPCBDaily number of photos uploaded and shared (accumulated)2005 2013YTD5004003002001002009Photos(millions)FacebookFlickrInstagramSnapchat530mphotosuploaded andshared daily 12. ChoiceWhat does this mean to advertisers?ContentConsumption Connection 13. BrandConsumerThe unwritten contract is breakingAgenciesPublishersDistributors 14. ConsumerAgenciesDistributorsAd Exchanges/NetworksThe new landscapePublisherAdvertiserPublisherAdvertiserSocial ConnectionsBrand 15. 4.5xhigher purchaseupliftRicher media vs simpleBrandFavourabilityPurchaseIntent2.52.01.51.00.5Aided BrandAwarenessDelta(exposedminuscontrol)Richer media delivers on branding goalsSource: Google Doubleclick15xhigher brandfavourability 16. Choice over interruptionVideo formatpreference?Premium quality feel?More intrusiveformat?Positive brandsentiment?Added most value?Pre-rollPositive emotiontowards format?Format related tosearch/activity?NativeSource: Be On internal research 17. 75%higher engagementamongst users whochoose to watchvideo contentvsChoiceInterruptionSource: YouTube, Neilsen, Reelseo20%higher conversionwith user initiatedvideos 18. vsSource: YouTube, Neilsen, Reelseo82%Higher brand liftgenerated bynative ads,compared topre-rollNativePre-roll 19. Source: Gunn Report 1992-1995, IPALes Binet & Peter Field,Marketing in the Era ofAccountability, 2007Emotional advertisingcampaigns are moreeffective and moreprofitable than rationalcampaigns - even inrational categories11xmore efficientin market sharegrowthThe Gunn Report 20. Emotions? 21. 1800sDarwinThe Expressionof Emotions inMan andAnimals 22. 1960s!EkmanFacial ActionCoding System(FACS) 23. 2010s1800s 1960sCodingAutomatedFacialCodingEmotions 24. CollectionGeneral globalpopulationrepresentationTrackingAutomated andframe-by-framein real-timeReportingEmotionAllsnapshot andin-depth results 25. 15 to 5content length20+categoriesEmotionAll1,000+videos tested30+countries 26. AttractionHook in 8 secondsRetentionKeep the audienceImpactKahnemans Peak-EndEngagementConnect via emotionsEmotionAll 27. EmotionAllSo real its scary 2This video has very goodoverall performance.Better than 95% of videos. 28. In-depth understandingUnited States(80.3%)United Kingdom(78.4%)CountriesEmotionAllGenderAgeIncome 29. Exceptional vs Standard54,440YouTube views5Tweets8Facebook shares57,659,141YouTube views101,572Tweets1,367,366Facebook shares9480706050403020%happinessAd duration 30. EngagementConnect viaemotionsAttractionHook in 8secondsRetentionKeep theaudienceImpactKahnemansPeak-EndHow do emotions help brands break through? 31. Consumers love emotional content...3xhigher averageview to end %8xhigher clickthrough rate20xbetter inconverting viewsinto socialactions100xQuicker inattractingviewersSource: Be On research 32. 8%increase in BrandRecommendation7%increase inPurchase Intent14%increase in BrandFavourability...and it also creates ROI 33. How to break through 34. EmotionAttractionRetentionEngagementImpactEngagementSyndicationChoiceSharingEffectBrand FavorabilityPurchase intentBrand awareness+ =Creation Syndication MeasurementIntroducing the Impact Model and Score