comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness

The Synergy of User Generated and Professional

Video Content

4/3/2012

*A copy of today’s presentation will be sent to all attendees within 48 hours

Frank Findley, VP, Research & Development, comScore, Inc.

Jessica Thorpe, VP, Marketing, EXPO Communications

2 © comScore, Inc. Proprietary.

Jessica Thorpe VP Marketing, EXPO

Frank Findley VP R&D, comScore

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Agenda

Introduction to EXPO and User Generated Product Videos

– What are they?

– How can they be used in marketing and e-commerce

Findings from previous research

Current research – blinded case example

Summary and some suggested best practices

Q&A


Introduction to EXPO and User Generated Product Videos


EXPO Communications Inc. Overview

EXPO, having been involved in video commerce since 2005, is the

world’s first consumer network focused on creating and distributing

high impact product video for leading manufacturers and retailers

EXPO’s active video community of over 140,000 members has contributed

close to 400,000 consumer videos including product reviews, how-to’s,

demonstrations, recipes and other topics relevant to a client’s brand

EXPO's proprietary distribution network ensures the videos are placed on

product pages of top retailers, social networks, and across all owned and mobile

destinations to drive engagement and conversion


Paid Media Integration

Increase Conversions at Digital Point of Purchase

Make Media Dollars Work Harder by Leveraging UGC in iMedia


Retail Distribution

Just the Presence of Video at the Point Of Purchase Has Been Proven to Drive Sales


http://www.drugstore.com/products/prod.asp?pid=139174&catid=13554


Automated YouTube Publishing


User Gen Video Increases Organic Search Result Rankings


Drive Engagement and Commerce on Facebook


Enable Fans To Spread Your Story Through Social Media


Owned Media Distribution


Seamless Integration within Website and Mobile Destinations Driving Increased Time on Site


Video Montage

http://staging.expotv.com/stvideos/Creative/video_links/EXPO/Sales_Reel_1st_half_FINAL.wmv


Previous Findings


Two Phases of Research

Phase I: Presence of sales related content elements

– Technique first published in 1984 JAR and later republished as a classic article that has “Withstood the Test of Time”

– Originally applied to TV advertising

– Proven relationship to advertising driven impact as measured by Lift in Share of Choice and Related Recall

– Now expanded to all media types

– Demonstrated that UG videos contained many of the same elements as TV and Digital advertising at complementary rates

Phase II: Consumer impact when used in e-commerce

– Distinctiveness vs. competitive products

– Willingness to pay more even when videos not played

Analysis of the Impact of Executional Factors on

Advertising Performance Stewart, Furse/JAR -Dec 1984


Looking at the results in the context of

television and digital cases, the data shows a

relatively high level of persuasive content for

User Gen Reviews that advertisers would

typically select from EXPO's overall catalog

This strongly suggests that User Gen Reviews

can be a compelling vehicle for advertisers to

utilize in marketing communications

Phase I Results – Strong Content Presence Relative to Other Formats

Zipline Technical Score

% of Cases Falling Into Ranges

EXPO Curated Cases

(N=25)

Television Cases

(N=8086)

Digital Cases

(N=345)

< 30 0% 33% 68%

30 to 50 68% 45% 29%

> 50 32% 22% 3%


Comparison of the Prescience or Absence of Elements Related to Persuasive Communication

Television User Generated Digital Display

Advertising Element % of Cases Containing Element

Rational Elements

Quality 2% 8% 0%

Enjoyment Appeal 11% 0% 9%

Brand-Differentiating Key Message 31% 4% 17%

New Product/New Feature 44% 24% 19%

Product Convenience 9% 32% 0%

Competitive Comparison 24% 40% 10%

Superiority Claim 26% 12% 13%

Emotional Elements Humorous Tone 11% 0% 1%

Cute/Adorable 8% 0% 2%

Happy/Fun Loving 8% 0% 0%

Child/Infant/Animal/Animated Principal Character 23% 0% 22%

Music Creates Mood 16% 0% 0%

Brand Linkage Continuing Character in Campaign 8% 0% 6%

Continuing Musical Theme 0% 0% 0%

Brand Name Reinforces Benefit 49% 32% 47%

Structural Elements (Positive) Visual Memory Device 7% 0% 1%

Setting Indoors 56% 100% 7%

Numerous Brand Name/Logo Appearances (4+) 27% 4% 39%

Numerous Screen Cuts (12+) 59% 0% 2%

Demonstration of the Product in Use 77% 64% 25%

Setting Directly Related to Use 51% 88% 5%

Prominence of Actual Product on Screen 42% 76% 28%

Numerous Brand Name Mentions 23% 32% 0%

Prominence of Brand Name/Logo on Screen 35% 60% 39%

Category Identified Early in the Ad 53% 100% 89%

Product/Package Shown Early in the Ad 69% 100% 69%

Music Major Element 0% 0% 0%

Structural Elements (Negative) Numerous On-Screen Characters Avoided (4+) 56% 92% 22%

Male Main Character Avoided 93% 96% 93%

Background Cast Avoided 10% 92% 74%

comScore investigated the

strengths and weaknesses of

the content of the two most

closely related elements of

most media plans – TV and

Digital Display

The results suggest that User

Gen Product Videos would

greatly supplement

existing media plans by

providing communications

that are more product focused

than current advertising

mediums/formats

– Additionally, User Gen

Reviewers are more apt to

discuss the product's

convenience and quality –

two major benefits for and/or

reasons to believe in a

number of products

Phase I Results – Complements Other Media Types


Looking at specific cases within the study, there

are four stellar examples of persuasive content.

– These cases excel in that they not only have the

intense product focus that the majority of the

EXPO User Gen Review cases contain, but also

include specific messaging that has been proven

to drive persuasive and memorable

communications.

Phase I Results – Exceptional Examples

User Generated Product Videos Zipline Technical Score

Clairol Nice 'n Easy Perfect 10 65

Cascade ActionPacs 59

Mr. Clean Magic Eraser 58

Apple iPad 53


The User Gen Review for Cascade

ActionPacs is also highly rated.

– shows the actual product on screen

and in use – where the consumer

would use the product. Also, the

product is favorably compared to

competitors and convenience is

explicitly stated.

Cascade ActionPacs – Tryology Program (sampling)

Brand Name

(Reviewer)

Cascade ActionPacs

(Forever December)

Rational Elements

Quality No

Enjoyment Appeal No

Brand-Differentiating Key Message No

New Product/New Feature No

Product Convenience Yes

Competitive Comparison Yes

Superiority Claim No

Emotional Elements

Humorous Tone No

Cute/Adorable No

Happy/Fun Loving No

Child/Infant/Animal/Animated Principal Character No

Music Creates Mood No

Brand Linkage Elements

Continuing Character in Campaign No

Continuing Musical Theme No

Brand Name Reinforces Benefit Yes

Ad Structure (Positive Elements)

Visual Memory Device No

Setting Indoors Yes

Numerous Brand Name/Logo Appearances (4+) No(1)

Numerous Screen Cuts (12+) No(0)

Demonstration of the Product in Use Yes

Setting Directly Related to Use Yes

Prominence of Actual Product on Screen Yes(83")

Numerous Brand Name Mentions Yes(6)

Prominence of Brand Name/Logo on Screen Yes(79")

Category Identified Early in the Ad Yes(0")

Product/Package Shown Early in the Ad Yes

Music Major Element No

Ad Structure (Negative Elements)

Numerous On-Screen Characters Avoided (4+) Yes(1)

Male Main Character Avoided Yes

Background Cast Avoided Yes

Zipline Technical Score 59


Phase II Results – Tremendous Opportunities within e-Commerce

Those watching reviews:

+40% “Product Unique & Different”

+30% “Willing to Pay More”

Those just viewing thumbnails

+13% “Willing to Pay More”

Source: comScore custom study for

EXPO Communications, Inc.; 2011


Phase III: Objective and Methodology


Blinded Case Study – Synergies with Professionally Produced Content

A real marketing campaign utilizing two “how to” demonstration videos:

– One Professionally Produced

– One User Generated from EXPO system

Beauty brand’s own website replicated in testing environment

Representative category purchasers exposed to either

– Professionally produced video only

– User Gen video only

– Professionally produced and User Gen videos together

Separate cued exposure to isolate consumers’

– Moment-by-Moment Interest levels and emotional response

– Message Communication

– Sentiments towards the video and brand

Incidental, veiled exposure (including website) to gauge

– Lift in brand’s Share of Choice among consumers

23 © comScore, Inc. Proprietary and Confidential.

Does the video engage and hold

viewer interest? On what

elements do viewers focus?

Does the video communicate a

clear message that is relevant

and on strategy?

Does the video influence viewers'

perceptions of and actions

toward the brand?

Analytical Framework


Engage the consumer


Interest and Evoked Emotion

Our Interest Trace and Color Sense Emotion abilities enable the identification of

where & when attention is focused & the intensity and type of emotional responses

Interest Trace with In the Moment

Applies to

Video & Rich Media

Color Sense Emotion Applies to Any Media Type

Respondents to Select the Color That Best Represents How They Feel


Interest Trace Benchmark Levels


45

50

55

60

65

70

75

80

User Generated Product Video

UGPV Held Attention at High Levels Exceeding All Benchmarks

Benchmark Max. Interest Level

Benchmark Ending

Interest Level Benchmark Average Interest Level

Benchmark Opening

Interest Level


Color:

“Professionally Produced “User Generated”

Emotional Intensity: 77% 84%

Emotions felt:

Red Excited, Passionate, Joyful, Loved 4% 3%

Orange Warm, Lively, Zestful, Energetic 3% 1%

Yellow Cheerful, Happy, Playful, Fun 12% 17%

Pink Sensitive, Romantic, Lovely, Sweet 27% 31%

Green Healthy, Leisurely, Refreshed, Soothed 11% 15%

Blue Comforted, Pleasant, Tender, Jovial 12% 16%

Purple Noble, Grand, Mystic, Respectful 27% 13%

Black Strong, Powerful, Mysterious 1% 3%

White Innocent, Clean, Soft, Pure 4% 1%

Both PP and UGPV Generated Positive Emotions Toward the Brand

Green highlighting denotes significant difference at the 80%+ confidence level

*Benchmark level for emotional intensity is 70%.

But they were of different types

More viewers experienced levels of sweet and happy feelings after

viewing the UG

While viewers were more prone to feelings of respect and admiration

for the brand after watching PP


77%

84% 85%

Emotional Intensity

Professionally Produced User Generated Together

Emotional Intensity generated by UGPV carries over when used in

combination with PPV


The UG video is directionally more enjoyable and effective at grabbing

consumer attention

Users perceive the format as Unique and Different

The combination of both video types is especially relatable

Not only is the UGPV enjoyable and attention grabbing, it is also

perceived as unique from other video content


Interesting 76% 77%

Likable 69% 71%

Enjoyable 60% 69%

Grabbed my attention 72% 75%

Easy to Follow 85% 87%

Video Unique & Different 64% 75%

Easy to relate to 79% 83% 87%


.


Communicate A Relevant Message


Both the PP and UGP Videos Strongly Communicated the Key

Message But with Different Companion Points…

Communication – Main Point

Coded Open End Percent Professionally Produced User Generated

Convenience (Key Message) 55% 60%

Features: (Net) 12% 15%

Feature A 5% 1%

Feature B 12% 5%

Feature C 0% 11%

Efficacy: (Net) 5% 12%

Beauty Benefits: (Net) 11% 21%



…Resulting In Strong Key Message Synergy When Viewed Together

Communication – Main Point

Coded Open End Percent Professionally Produced User Generated Together

Convenience (Key Message) 55% 60% 69%

Features: (Net) 12% 15%

Feature A 5% 1%

Feature B 12% 5%

Feature C 0% 11%

Efficacy: (Net) 5% 12%

Beauty Benefits: (Net) 11% 21%



Content Pairing Results In Increased Relevance of the Message

84%

79% 81% 80%

87% 89% 89%

83% 87%

Main Point Importance Believability of Claims Brand Convenience

Top 2-Box % Response


The combination’s reinforcement of convenience/ease-of-use maximizes

message importance

This is aided by an increase in the believability of the claims


Influence


In fact, the combination of PP and UGPV resulted in significant increases

in several important equity areas

Brand Equity - Top 2-Box % Response Professionally

Produced

User

Generated Together

This brand is a trusted expert 79% 79% 79%

This is a brand I feel close to 59% 53% 60%

It is one of the best [category] brands 69% 73% 69%

This brand is a brand for me 69% 65% 72%

This brand makes more effective products than other brands 65% 65% 71%

This brand speaks with sincerity to consumers 73% 72% 79%

UGPV Did Not Exhibit Signs of Negatively Impacting Brand Equity


Superior Sensitivity and Precision; Identifies Category & Halo Effects

Gillette Fusion ProGlide

Total Gillette Line Gillette Fusion Property

Razors/Blades Example:

Advertised Line, Property &

Product


Share of Choice is Highly Predictive of Sales

0

10

20

30

40

50

60

70

80

90

100

0 20 40 60 80 100

Sh

are

of

Mark

et

(Pre

-Air

ing

)**

Share of Choice (Pre-Exposure)

r =0.87

Share of Choice vs. Share of Market

Across a Cross Section of Categories*

*Includes 301 established brand cases from the comScore Global Validation Summary

**Sales data from IRI and Nielsen scanner data


This includes the featured product as well as the brand’s total line

Compared to a typical :30 video (e.g. TV and pre-roll), the ads are especially

efficient at driving choice to the featured product

Both PP and UG Videos Are Effective at Driving Choice to Product/Brand

Share of Choice Lifts Professionally

Produced

User

Generated

Benchmark

(Typical :30 Video)

Featured Product +24.7 +18.7 +6.7

Brand’s Total Line +16.0 +10.0 +11.3

Green highlighting denotes significant difference vs. benchmark at the 80%+ confidence level


Average synergy lifts for two video executions index at ~120% over highest individual

execution

For this case example, the corresponding numbers are:

• Featured Product: 143%

• Brand’s Total Line: 175%

Share of Choice Lifts Professionally

Produced

User

Generated PP & UG Together

Featured Product +24.7 +18.7 +35.3

Brand’s Total Line +16.0 +10.0 +28.0

Green highlighting denotes significant difference at the 80%+ confidence level vs. either PP alone or UG alone or both

PP and UG Videos Are Highly Synergistic in Driving Choice


All of the Incremental Gain Is Sourcing From Competitors

(i.e. No additional Cannibalization)

7.3% 6.7% 6.7%

6.7% 6.7%

13.3%

10.7%

5.3%

15.3%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

ProfessionallyProduced

User Generated Together

Competitors(Different Form)

Competitors(Same Form)

Brand's Line

Source of Featured Product’s Lift in Share of Choice


Summary


The PP and UGP Videos Are Highly Synergistic

UGPV maintained high interest levels throughout and created intense

emotional connections which carried over when used with PPV

Significant improvement was seen on communication of the key

messaging when used together

The combination also enhance brand equities

The greatest synergies were seen on the brand’s Share of Choice

• Both for the Featured Product and Total Line

• With incremental gains coming from competitors

User Generated Product Videos are a Catalyst for

Improved Returns from Professionally Produced Content


Questions?


Thank you!

Frank Findley

[email protected]

Jessica Thorpe

[email protected]

Technology

comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness