Peek of the Week

The paradox of a fast food company producing creative content that berates the idea of Big Agriculture hasn’t stopped the latest video ad from Chipotle from going super viral. Since its upload to YouTube on the 11th September it has already amassed (at time of writing) 6,414,154 views, 42,360 likes! and attracted the type of engagement and buzz that many established brands can only dream of. The story of ‘The Scarecrow’ is a breathtakingly beautiful animation that follows our subject as he navigates the horror that is factory farming in the 21st Century. I say navigates but this no PETA inspired gorefest, the images are gentle and heartbreaking but they only hint at the real story. There’s nothing here to scare the horses;

Created by CAA Marketing and the Oscar-winning animation team at Moonbot Studios, the video takes the  viewer behind the scenes of Crow Foods Inc where cows and chickens are confined, brutalised and processed. All the while singer Fiona Apple serenades us with a haunting rendition of the Tony Newley/Willy Wonka classic “Pure Imagination”. Our Scarecrow becomes so disillusioned he hotfoots it back to the country where he creates his own version of simple, homely fare using Chipotle products.

Chipotle are gaining a reputation for trying to raise food processing standards acrossing the industry. Once heavily invested in by McDonalds (oh, the irony) they announced earlier this year that they wanted to become the first chain of U.S. restaurants to ban GMO ingredients from its menu. The new video campaign, released along with its own app and website is set to become of the most memorable of 2013.

Another nice peek of the week is the new Partizan produced clip for Gillete directed by Academy Award-winner Michel Gondry in collaboration with Phil Mossman from LCD Soundsystem.  Watch NFL players in a musical experiment.

Last but not least we also like to share with you our latest commercial produced for our client Simply Business UK;

Using Personalized Video to Deliver Your Mobile Marketing Message

Online video is a fast-growing sales tool precisely because savvy marketers understand how effective it is in grabbing and holding the viewers’ attention. The growth of the medium is especially pronounced in the mobile sector: With more than six billion mobile subscribers using over half of all total mobile data to view videos on the go, sales and marketing professionals are targeting this growing group of potential customers with special apps and geo-specific messaging to drive new revenue.

While the use of mobile video is rapidly ramping up, marketers should also realize that consumer preferences are changing thanks to the ubiquity of online shopping and the global spike in the use of apps: Consumers now expect personalized messaging. Thanks to the use of Big Data and other technology-enabled marketing techniques, it is now the norm for retailers to offer personalized messaging that focuses on products and services the consumer has expressed an interest in through a prior transaction or previous product views.

Makers of video marketing messages can capitalize on these trends with an interactive video strategy that can turn a video marketing pitch into a two-way conversation on any platform, including mobile. With an interactive video approach, marketers can not only engage potential customers with highly compelling, visually appealing messages, they can generate valuable data from viewer feedback and actions, adapting the message to generate qualified leads.

To make a video marketing message truly interactive requires a willingness to think beyond the standard long-form video marketing pitch. Video is measurably more effective in capturing and holding viewer attention than text alone – 60% of executives surveyed by Forbes reported that they would watch a video before reading text. But it’s important to remember that a standard pitch video is still a one-size-fits-all solution that lacks personalization.

The most effective approach is to break a longer message down into component parts and then offer prospective customers a menu of modules from which they can choose. This allows prospective customers to focus on the part of the company’s value proposition that is most relevant to them. Each module should end with a call to action – an offer for more information and/or a way to reach out to a sales agent, which maximizes the interactive factor while driving new sales leads.

Another key benefit to this approach is its potential to generate analytics: By using a platform capable of capturing and reporting real-time data, the company can gain incredibly valuable insights into customer preferences. A platform that gathers metrics on all facets of the video interaction – customer views, subsequent clicks, etc. – gives the marketing and sales teams a way to tailor their approach based on what they’ve learned about that customer.

Organizations that use an interactive video strategy are well positioned to capitalize on the rise of mobile video viewing because of the nature of the short module approach: Potential customers who are viewing video on the go generally don’t have time to watch a longer video. This natural advantage, combined with the conversational feel of the format and the possibility of generating powerful analytics, makes an interactive, personalized video strategy ideal for companies looking to generate qualified leads via mobile video.

Tips and recommendations on how to convert buyers with video

Ooyala found that retail site visitors who watch video stay on the website two minutes longer than non-viewers, so if you’re a retail site you want to make your video count.

1. Make Content Count

Ooyala gives examples of three different kinds of content that worked extremely well for some well-known retail outlets.  The following videos are all on these companies’ sites, but they all have YouTube channels as well, so I’m using those for embeds here.  Let’s take a look:

  • Branded Lifestyle Content

This is one of our most well-recognized forms of video from brands.  Red Bull does it extremely well.  In this study, Ooyala singles out Vans and Whole Foods.  Whole Foods set up a branded Facebook page with clips featuring health and sustainability tips.  Sportswear retailer Vans went the “extreme sports” route, creating an entire website full of content.  Here’s an example:

  • In-Motion How-Tos

This is where you take your knowledge on a particular category and create a video providing consumers with information, rather than making a selling attempt with your product.  Trusting the consumer to make the right choice (buying your product) by building trust with them is an effective way to create a relationship with potential buyers.  Outdoor equipment suppliers Cabela’s and REI were mentioned here.  Here’s REI showing how to hoist a backpack:

  • Customer Support

This is what you do for people who have already bought your product, building trust by being helpful and knowledgeable about the product they now own.  Undoubtedly, many will have questions about how to operate a piece of equipment and having a video handy is the best way to demonstrate a product’s use.  Singled out here were Dell and Virgin Mobile.  Virgin Mobile has videos ready for a variety of topics involving their phones, including this humorous one about how to set up voice mail:

2. Capture Consumers on the Move

Basically, make sure your video can be viewed across all devices.  People are shopping more and more using a smartphone or tablet these days so your video being able to be seen on all of these mobile devices is important.

3. Be Discoverable

Nearly half of the retail sites out there don’t index their videos at all, which is a missed opportunity.

4. Be Shared and Be Seen

Consumers share video more than they share articles or web pages, mainly because video rocks.  Also, most video destination sites, especially YouTube, make your videos embeddable and they can be shared across Facebook and Twitter.  And with a site like YouTube, you can use YouTube Analytics to see where your videos are being shared and what is resonating with viewers.

5. Find Gems in Emerging Markets

The other thing proper analytics can tell you is if your video is doing well in an unexpected market.  Maybe you’re in Los Angeles and your video is super popular in Minneapolis.  Now you can direct market to towns that have already shown interest in your videos and increase your business presence.

6. Learn the Secrets that Keep Them Coming Back

Reviewing your videos’ performance, what about it has resonated with your fans?  Is it because it’s funny, do they respond to shorter videos better than longer ones?  Ooyala mentions something that is a bit of a difficult balance: branding is important, but over-branding can ruin the video.  They say that consumers are 4 times less likely to share a video with over-branding.

7. Click to Convert

Putting a “click to purchase” button in your video gives it interactivity: if people are enjoying the video, they have easy access to buying the products right there in the video.  And of course, YouTube has just recently begun to allow associated website annotation links in their videos, and they’ve been playing around with a beta for clickable ads for the very products that are in videos.  Ooyala warns that you should keep such buttons out of the way or be able to be hidden so that it won’t interrupt the viewing experience.  I like this statement:

The more freedom of choice you give your customers, the more free they will feel to buy.

8. Let a Partner Handle the Heavy Lifting

This is Ooyala’s sales pitch, as they tell you that a service like them allows you to focus on creating content while they focus on the video platform, analytics, etc….  It’s one of the hardest things for people to do when they get into video.  Surely the great content will be found on its own.  Well, it won’t.  So if you have the means, hiring a service to focus on all the post-publishing work can be a big help.

You can download the full whitepaper from Ooyala here.

Top 20 Most Shared Global Video Ad Campaigns for August 2012

AMC & Walking Dead Zombie Experiment NYC – 377,163


La Educacion Prohibida Pelicula Completa – 344,912

Abercrombie & Fitch “Call Me Maybe” – 296,537

BERNAS – Bowls 4 Humanity The Journey – 216,740
Adidas Team GB Don’t Stop Me Now – 169,951
Little Baby’s Ice Cream This Is Special Time – 152,622
Lego The Lego Story – 137,268
DC Shoes Gymkhana Five – 134,307]
P&G Raising An Olympian – Gabby Douglas – 121,289
Som Sabadell Flashmob – 108,407
Sesame Street Share It Maybe – 92,488
Samsung – Introducing Samsung Galaxy Note 10.1 – 87,540
Nike Find Your Greatness – Jogger – 81,411
P&G Best Job – 57,361
Samsung Behind The Scenes: Samsung And The London 2012 Olympic Games Opening Ceremony – 56,738
Gillette Tiro Impresionate De Manu Ginobili Durante La Filmacion Del commercial De Gillette – 54,147
Mitt Romney America’s Comeback Team – 53,431
Ragu Long Day Of Childhood – 52,170
Mitt Romney Be Not Afraid – 49,982
Haus Laboratories – Lady Gaga “Fame” The Fragrance” – 45,522

And finally those terrifying cats with thumbs are back again in a sinister new teaser spot from Cravendale – and it seems that terrorising people as they eat their breakfast just isn’t enough for the evolved felines anymore It has gained 3,949 views since launching. The full campaign follows September 8th.

180 million U.S. Internet users watched 36.6 billion online content videos in MaY

ComScore, Inc. ( today released data from the comScore Video Metrix service showing that more than 180 million U.S. Internet users watched 36.6 billion online content videos in May. Video ads posted another month of record-breaking gains, surpassing the 10-billion mark for the first time on record.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in May with 151.7 million unique viewers, followed by Yahoo! Sites with 57.8 million, VEVO with 48.3 million, Microsoft Sites with 44.4 million and Facebook.com with 44.3 million. Nearly 36.6 billion video content views occurred during the month, with Google Sites generating the highest number at 17.6 billion, followed by Hulu with 888 million and Yahoo! Sites with 845 million. The average viewer watched 21.9 hours of online video content, with Google Sites (7.7 hours) and Hulu (4.2 hours) earning the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
May 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 180,503 36,556,792 1,315.3
Google Sites 151,656 17,618,391 462.7
Yahoo! Sites 57,762 845,401 77.7
VEVO 48,258 653,656 57.5
Microsoft Sites 44,356 490,942 42.7
Facebook.com 44,310 246,972 24.0
AOL, Inc. 39,627 569,268 60.5
Viacom Digital 39,199 433,530 53.8
News Distribution Network, Inc. 34,246 286,801 86.8
Amazon Sites 27,158 96,733 21.9
Hulu 25,689 887,812 253.7

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed an all-time high of 10 billion video ads in May. Hulu ranked first with more than 1.6 billion video ads delivered, followed by Google Sites with nearly 1.4 billion, BrightRoll Video Network with 1.1 billion, Adap.tv with 966 million and TubeMogul Video Ad Platform with 897 million. Time spent watching video ads totaled 4.5 billion minutes, with Hulu delivering the highest duration of video ads at 725 million minutes. Video ads reached 52 percent of the total U.S. population an average of 64 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 56, while ESPN delivered an average of 29 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
May 2012
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 10,076,499 4,517 63.6 51.7
Hulu 1,666,846 725 55.5 9.8
Google Sites 1,385,273 143 18.6 24.3
BrightRoll Video Network** 1,130,983 673 10.3 35.8
Adap.tv† 966,204 556 13.1 24.1
TubeMogul Video Ad Platform** 896,787 259 17.4 16.8
Specific Media** 751,542 359 7.7 31.9
Tremor Video** 725,944 408 14.1 16.8
SpotXchange Video Ad Marketplace† 615,290 326 13.5 14.9
Auditude, Inc.** 569,862 219 11.6 16.0
ESPN 490,103 169 28.6 5.6

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers

The May 2012 YouTube partner data revealed that video music channels VEVO (47.6 million viewers) and Warner Music (27.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.5 million viewers, followed by Maker Studios Inc. with 16.2 million, FullScreen with 14.1 million and BroadbandTV with 8.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (66 minutes per viewer) followed by VEVO (55 minutes per viewer). VEVO streamed the most videos (618 million), followed by Machinima (388 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
May 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 47,633 617,770 55.1
Warner Music @ Youtube 27,689 160,880 24.1
Machinima @ YouTube 23,503 388,012 65.7
Maker Studios Inc. @ YouTube 16,158 169,230 43.5
FullScreen @ YouTube 14,135 69,806 18.4
BroadbandTV @ YouTube 8,130 38,293 16.5
Big Frame @ YouTube 7,309 41,341 19.5
Demand Media @ YouTube 6,363 15,238 7.9
Collective Digital Studio @ YouTube 6,261 40,250 22.1
MOVIECLIPS @ YouTube 6,103 15,088 8.5

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from May 2012 include:

  • 84.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.5 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 21.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

Peek of the Week – YouTube’s 5 Most-Shared Ads in May

1. Nike Football: My Time is Now.

If you spend the money, they’ll share the ad. That formula certainly applies here. The video is laden with superstar athletes from soccer and beyond and does a great job of communicating Nike’s message: wear our shoes and you can compete at the same level as the world’s elite athletes. I’m sold.

2. P&G: London 2012 Olympic Games Film – Best Job

There aren’t many messages that can resonate as strongly as “being a mom is the hardest job in the world. But it’s also the best.”

3. Call of Duty: Black Ops 2 Trailer

As video games continue to become more like cinematic experiences, their trailers need to keep up with Hollywood.

4. Pepsi MAX & Kyrie Irving Present: “Uncle Drew”

Here’s a fantastic idea that hit the right viral tones. The fact that the video and concept was written and directed by Kyrie Irving is even more awesome. After basketball, he may have a future in filmmaking and/or marketing.

5. A Dramatic Surprise on a Quiet Square

TNT went to great lengths here with an elaborate play. Wouldn’t you have pressed the button too?