March 2012
Do@you#speak social?! How to build leadership for brands in a social world and measure it
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DO@YOU#SPEAK SOCIAL?!
EXECUTIVE SUMMARY
2011 should definitely stay in digital history as the year when social media overcame portals as the most engaging activity online and gained traction as an advertising vehicle.
26% of total time spent by Internet users in the top five European countries is on social network or a blog platform.1This share is likely to increase with the rise of mobile social networkers, up from 69% in comparison to last year.2
Obviously, Facebook maintains a strong lead across Europe, covering two thirds of the Internet population, but it is challenged by some local networks and vertical networks, registering skyrocketing growth.3
Six months after its launch, Google + is amassing close to an audience of 30 million monthly unique users, but seems to be far less engaging than Facebook with only 2 minutes per visitor (compared to 6 hours and 47 minutes spent on Facebook). 3
Micro-blogging sites like Twitter or Tumblr, which experienced a 107 % growth compared to April 2011, are stirring up the blog category.3
US properties are prevailing the top European ranking, followed by Russian properties, Ebuzzing being the first European social media group.
Last year, social networking really gained traction as an advertising vehicle, with 41% increase in ad revenues Worldwide according to emarketer, that forecasts a 48.5% growth in 2012.
The top 5 awarded creatives in 2011 were all powered by social media. To follow their path, brands have to embrace the shifts and play with the seven golden rules in the social game. 1. 2. 3. 4. 5. 6. 7.
Forget time schedule and get online, as the internet never sleeps Work at the level of individuals rather than at site level Unleash the power of social data Place video at the heart of your advertising strategy Think about value for the users rather than message Don’t expect too much on planning but do on reporting Track the social impact of your campaign centrally and globally
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Source Comscore Media Metrix, September 2011 Source Comscore, Connected Europe, January 2012 3 Source Comscore : Media Metrix Europe, January 2012 2
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
DO@YOU#SPEAK SOCIAL?!
From a media planning and reporting perspective, the social media revolution creates a massive flow of new statistics and sources, and a call for analysis and decoding.
With the Ebuzzing Labs, we offer a set of tools that provides quantitative and qualitative insights for our clients about their brands and competitors.
A blog planning tool, which relies on our exclusive database of 1.2 million blogs we index and update on a daily basis across 5 European countries.
A monitoring tool that collects all the social data available on various platforms for more than 2000 brands in Europe and aggregates it in one place.
A reporting tool that measures the performance of social campaigns in terms of bought and earned media, tracks the comments, shares or other conversations taking place in real time.
At Ebuzzing, we believe that social analytics will heavily influence digital but also traditional planning decisions in the future.
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
DO@YOU#SPEAK SOCIAL?!
TABLE OF CONTENTS INTRODUCTION
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1.
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ESTABLISHING A NEW MEDIA ORDER
1.1. Social media, the new leading category
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1.2. Meeting with the top social players in Europe
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1.3. Social media gaining share in ad revenues
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2.
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SHIFTING FROM DIGITAL TO SOCIAL ADVERTISING
2.1. From time schedule to the social pulse
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2.2. From media planning to people planning
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2.3. From audience data to social data
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2.4. From ads to brand(ed) content
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2.5. From opportunity to see to opportunity to share
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2.6. From planning to reporting
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2.7. From share of voice to share of choice
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3.
MAKING SOCIAL ANALYTICS EASY AND USEFUL
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3.1
Exclusive blog planning
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3.2
Smart monitoring tool
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3.3
Advanced Reporting tool
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CONCLUSION
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
INTRODUCTION The social revolution is continually transforming the online experience by providing new ways to connect people and creating opportunities to share information and publish content. This prevailing trend is having a great impact on the media and advertising landscape, overthrowing the established order. 2011 should definitely stay in marketing history as the year when social media overcame portals as the most engaging online activity, and the first category in terms of share of impressions in Europe. It also marked the year of great campaigns, with a social power engine, such as the Old Spice man or Heineken’s Man of the World. At Ebuzzing, we strongly believe that social media shouldn’t be considered as a site category or an add-on to a campaign, but rather as a disrupting force and a key ingredient of the marketing mix. If Facebook is the third country in the world… then social media is a new language that every marketer should learn, embracing the changes to grow the leadership of brands. Well, then …do you speak social? If not, you can always use our Ebuzzing Labs to interpret the signals! Marketers will find a set of tools to understand what is going on, listen to what consumers say, meet the influencers and track the impact of their advertising, all in one place. Following this path, you will be able to unleash the real marketing power of social media, build the leadership of your brand…and measure it!
Caroline Hugonenc Head of Research and Planning
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
1. ESTABLISHING A NEW MEDIA ORDER As a publisher, Ebuzzing is taking part in this evolution of the media landscape, offering users a cutting edge platform to publish and distribute content amongst their network. From this perspective, we have identified some crucial changes that set the scene for a new media order. 1.1. Social media, the new leading category
We are entering into a new era, in which portals are no longer the only sites that can deliver reach.
IN EUROPE4 More than 92% of internet users visit social networking sites every month (compared with 93% of users visiting a search/navigation sites and 97% visiting portals). 76% of internet users visit a site within the community category, which is bigger than email (69% of monthly reach). The blog category is very close with 63% of monthly reach, ahead of the entertainment category or TV category (respectively 51 and 49%). Spain and UK users are the champions of social networking, with almost 100% reach!
Reach of social networking Worldwide
87%
Germany France Italy United Kingdom Spain
89% 90% 93% 98% 98%
Source: Comscore Media Metrix, September 2011
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Source : Comscore MediaMetrix, September 2011 Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
The reach of the portals’ homepages is decreasing, which makes them less relevant than they used to be for branding campaigns. In the meantime, Facebook has increased its daily reach, ranked second, just after Google in France.
Reach of the Home Page and % Change (Dec 08- Dec11)
34% 36%
Orange Homepage (C)
22%
MSN Homepage (C)
Yahoo! Homepage (C)
-6,4%
27%
-19.9%
14% 19%
-25,5%
Dec. 11 Dec. 08
Source: Médiamétrie/ NielsenNetratings, France
Furthermore, the social media category has dethroned the portals as the first category in terms of share of time spent. In December 2011, 26% of total time spent by Internet users in Europe was on a social network or a blog platform.
Source: Comscore Media Metrix EU5, September 2011
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!

The rise of smartphone and tablet adoption is likely to enhance the leading position of social media in the online landscape. In the top 5 European countries, mobile penetration has reached 42%, a 13% jump over the last year and social networking is a very popular activity amongst smartphone users: 57.4 million smart phone users are reported to visit social networking in October 2011, up from 69% compared to last year5.
Source: Comscore Mobile Lens EU 5 EU5, 3 month ending Sept 2010 vs. 3 month ending Sept2011
Social networking mobile usage seems to be very promising: in the UK, the mobile user spends on average more time on Facebook and Twitter than the classic web user.6
5 6
Source: Comscore, Connected Europe, January 2012 Source: GSMA MMM and Comscore MediaMetrix UK Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
1.2. Meeting with the top social players in Europe
Obviously, Facebook maintains a strong lead across Europe, covering two thirds of the Internet population, but it is challenged by some local networks in non-English speaking countries, like VKontakte or Odnoklassniki in Russia, and also by vertical networks like Linkedin or Deviantart, a social network devoted to artists.
Six months after its launch, Google + is amassing close to an audience of 30 million monthly unique users, but seems to be far less engaging than Facebook with only 2 minutes per visitor (compared with 6 hours and 47 minutes per Facebook users).
Micro blogging sites like Twitter or Tumblr, experienced a 107 % growth comparing to April 2011, stirring up the blog category.
US properties are prevailing the top European ranking, Ebuzzing being the first European social media group.
Source Comscore, January 2012 Nationality
Category
Total Internet : Total Audience Social Media
% change Average vs april % Reach MInutes 2011 per Visitor 383 720 5,0% 100,0 1 785,1 370 512 5,7% 96,6 493,9
Total Unique Visitors (000)
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FACEBOOK.COM
US
Social Network
261 024
10,2%
68,0
409,0
2 3 4
Blogger Federated Media Publishing Vkontakte
US US Russia
Blog platform Blog platform Social Network
130 338 87 242 69 349
23,4% NA 48,4%
34,0 22,7 18,1
8,6 6,5 462,3
5 6
Odnoklassniki TWITTER.COM
Russia US
Social Network Micro blogging
52 312 50 502
59,6% 63,8%
13,6 13,2
385,3 17,6
7 8
Technorati Media LINKEDIN.COM
US US
Social Media Social Network
40 928 31 508
8,4% 42,6%
10,7 8,2
3,0 16,5
9
7,6
2,3
Google Plus
US
Social Network
29 350 NA
10
Windows Live Profile
US
Social Network
27 806
-15,0%
7,2
4,1
11 12
Mail.Ru - My World LIVEJOURNAL.COM*
Russia US
Social Network Blog platform
26 648 22 222
29,1% 14,5%
6,9 5,8
28,7 14,5
13 14
Ebuzzing Myspace
Europe US
Social Media Community site
20 605 20 457
5,0% -13,9%
5,4 5,3
4,4 5,2
15 16
gutefrage.net GmbH FOTOSTRANA.RU
Germa,y Russia
Q&A site Social Network
18 660 38,3% 17 784 NA
4,9 4,6
2,8 9,7
17
DEVIANTART.COM
US
Social Network
16 974
40,1%
4,4
17,9
18
NK.PL
Pologne
Social Network
16 831
-1,3%
4,4
92,7
19
BADOO.COM
US
Dating
15 445
23,2%
4,0
85,8
20
TUMBLR.COM*
US
Micro blogging
14 956
107,5%
3,9
45,9
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!

There are a number of newcomers in the social network or in the publishing platform categories, that are registering skyrocketing growth, boosting the category and the online media landscape overall.
Watch list of rising stars in E5 20 sites not yet in the top 20 with over 50% growth in the last 10 months
1.3. Social media gaining share in ad revenues 
Social media has a great impact on all media players, but it is especially driving fundamental changes in the advertising landscape.
Last year, social networking really gained traction as an advertising vehicle, with 41% increase in ad revenues according to emarketer that forecasts a 48.5% growth in 2012.
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
Facebook is the biggest player in their category, capturing 68% of the revenues of social networking platforms in the US.
Even more significant, the world’s most popular social network is also the first publisher in terms of ad impressions in the US, ahead of the portals, showing signs of decline.
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DO@YOU#SPEAK SOCIAL?!
"If Facebook can overthrow dictatorships, it certainly can mess with a media plan." Tom Bedacarre, AKQA CEO
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As social media is getting more reach and attention from users, it draws investments from advertisers, even if the share of spend is not yet in line with the share of time. But at Ebuzzing, we believe social media is more than a category of sites; it is a disrupting force and a key ingredient of the communication and marketing mix. The most admired advertisers and agencies, like Nike or Heineken and Wieden & Kennedy, have already followed this path. The Most Awarded Commercials in the World in 2011 1. Nike | Write the Future (Wieden+Kennedy, Amsterdam), 2. Heineken | The Entrance (Wieden+Kennedy, Amsterdam) 3. T-Mobile | Welcome Back (Saatchi & Saatchi, London) 4. Old Spice Body Wash | Questions / Boat (Wieden+Kennedy, Portland) 5. Google Chrome | Speed Tests (BBH/Google Creative Lab, New York) 6. Volkswagen Passat | The Force (Deutsch LA/Lowe & Partners, Los Angeles) Source: Gunner Report 2011
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http://adage.com/article/digital/facebook-replaces-google-disruptor-onlineadvertising/232987/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
2. SHIFTING FROM DIGITAL TO SOCIAL ADVERTISING With social media, brands are said to have lost power, as it now rests in the hands of consumers. But we can also see this evolution as a great opportunity to enhance their leadership with compelling advertising. Of course, this cannot be achieved without embracing the major shifts, driven by social media. 2.1. From time schedule to the social pulse It’s getting very hard for media companies to beat the social web, as anybody who is involved in an event can break a scoop with a simple tweet. Moreover, brands are facing great pressure to shorten their response rate or even to communicate in real time. Coca-Cola met the challenge during the Super Bowl, broadcasting a video on Facebook during the game, featuring two bears reacting to what was happening on the field. It was a real success for the brand, attracting more than half a million users to the site. 8
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http://adage.com/article/special-report-super-bowl/coke-s-polar-bowl-draws-bigger-crowd-expected/232560/ Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
2.2. From media planning to people planning Social media is powered by people, taking part in the communication process, creating or distributing messages mentioning the brand. If people are the media, they have an audience and marketers should be able to quantify and qualify it, using a new range of metrics like influence. It also means scanning the web to identify top influencers among their fans and followers, and consumers that are the most engaged with the brand. Some advertisers are already including them in the communication process, on collaborative platforms like Eyeka or Tongal in the US.9
2.3. From audience data to social data As we rely on the web for a wider range of activities and share more and more information with our networks, marketers can mine the social data for insights and use a wider range of targeting criteria. For example, the new version of the Facebook’s “sponsored stories” ads allows targeting based on their video-watching, song-listening and gaming habits. The message can also be adapted in terms of format, time and place, making ads more relevant to consumers. “Aggregating, then mining buyer and audience data to allow personalized product development, marketing and messaging is the key to unlocking adaptive marketing gold. That's going to be the next space race for marketers and their agencies.” Antony Young, CEO of Mindshare North America and Norm Johnston, co-global digital lead of Mindshare Worldwide.
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http://www.mediapost.com/publications/article/167348/lego-goes-social-for-hero-factory-idea.html http://adage.com/article/mediaworks/adaptive-marketing-set-big-thing/232673/
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DO@YOU#SPEAK SOCIAL?!
2.4. From ads to brand(ed) content Brands face a huge creative challenge in this user centric world, which is to produce ads worth sharing, as Chris Anderson put it11. Tomorrow’s winners will not be the ones with the biggest budget but the ones getting the most engagement from users. And this engagement comes in exchange of the value of the content or experience they offer: it is a win-win advertising deal.
At the same time, the pace of social media and the intensity of sharing is shortening the lifetime value of content: brands have a great opportunity to fuel users with their own content or sponsor desired ones. Accordingly, the view through and share through rate are the new standard metrics to measure the performance of a campaign. To support this change of model, a new function has been created in agencies; the EMD, or Earned Media Director, who makes sure that brand advertising resonates in the social sphere. "My job is not about crossing our fingers and hoping for free earned media. Our job, as a department, and really collectively as an agency, is about strategically planning and executing integrated brand content programs that seamlessly tie together shareable content, thoughtful earned media and PR, and paid media that gets our content seen and socialized."12 Craig Batzofin, Earned Media Director and Executive Producer at agency Evolution Bureau
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http://www.ted.com/initiatives/aws http://www.mediapost.com/publications/article/159452/?print#ixzz1nJxqMmGN
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DO@YOU#SPEAK SOCIAL?!
2.5. From opportunity to see to opportunity to share Marketers can buy Impressions and GRPs, but they can’t really buy likes and shares. So, what is the best way to engage an audience? For most advertisers today, social video advertising, which is defined as video content distributed in a social context, is at the heart of their strategy to generate earned and owned media. Even the luxury sector, which was previously very cautious towards online advertising, is massively investing in this format, in which brands can express their creativity. Social video advertising is becoming a must have, as much as a nice print ad in the September issue of a glossy magazine.
Social Video: Over 5.6 Billion Views in 2012 According to Visible Measures, over 5.6 billion views have been delivered in 2012, 4.1 billion of them coming from paid media, and 1.5 billion driven directly by audiences. Over 980 million of these views come from copies that audiences have reposted across the Web. Nearly 540 million views are from new content created by audiences, including mixes, mashups, spoofs, parodies, and more.
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DO@YOU#SPEAK SOCIAL?!
Source: Social Video, Visible Measures
There are five main reasons why social video advertising is exploding: 1. It can be retrieved any time, even after the campaign is over. 2. It can be seen on every device: phone, tablet, or connected TV. 3. It can be sequenced and is not limited in time and space. 4. It is a very engaging format, generating comments, shares, likes, and therefore additional visibility for the brand. 5. It increases branding metrics and drives visits to the brand website. 2.6. From planning to reporting In the age of trading desks with software allowing users to buy online ads in real time on a very specific target, and self-serving auction based ad platform like Google or Facebook, the traditional media planning tools estimating reach on sites based on panel audience data from last month seems to be less and less relevant to predict the performance of a campaign. On the other side, auditing is gaining ground on the market. Today, Ebuzzing guarantees the delivery of campaigns by working with an ad verification tool, and is dedicated to make social media accountable.
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DO@YOU#SPEAK SOCIAL?!
2.7. From share of voice to share of choice Today, the position of a brand in the social media environment cannot be assessed using traditional ad tracking tools. The overall conversation and mentions about a brand and the impact of its communication should be monitored and benchmarked against its competitors. “Here we are in the digital age and what we don’t know seems to outweigh what we do know...The rapid development of new platforms and devices, has pretty much obliterated what was once an orderly process with defined metrics. The industry needs a “uniform process,” and one that is built to digital-age specifications and not reliant on traditional mass media exposure metrics.” Bob Barocci, ARF president
Moreover, advertising in a social world means potentially talking to a worldwide audience, which can be a great opportunity for marketers to see their ad travelling. It means that reporting has to be done across borders. To benefit from this major shift and master the social game, brands have to follow seven golden rules.
SEVEN GOLDEN RULES TO MASTER THE SOCIAL GAME 1. Forget time schedules and get online, as the internet never sleeps. 2. Work at the level of the individual rather than at a site level. 3. Unleash the power of social data. 4. Place video at the heart of your advertising strategy. 5. Think value for users rather than message. 6. Don’t expect too much on planning but do on reporting. 7. Track the social impact of your campaign centrally and globally.
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
3. MAKING SOCIAL ANALYTICS EASY AND USEFUL From a media planning and reporting perspective, the social media revolution creates new needs that are not fully covered yet. Here is a list of questions that you may have had and not found a proper answer to:
What is the most interesting influencer in a given community?
What are my competitors doing in social media?
What are people and media saying about my ad?
How do I measure the performance of a campaign in terms of bought, but also earned and owned media?
With the Ebuzzing Labs, we are providing a set of tools that will answer these critical questions in one place, and make social analytics easy. 3.1 Exclusive blog planning Audience measurement based on panel data will never be able to produce figures at a blog level. However, marketers are expecting ways to evaluate scientifically the audience and influence of a site/blog in order to select partners for PR events or distribute their video content. With the Ebuzzing Labs, we offer a blog planning tool, which allows you to evaluate blogs using quantitative but also qualitative criteria. It relies on our exclusive database of more than 1.2 million blogs we index and update on a daily basis across 5 European countries. Our proprietary algorithm produces this blog ranking for 30 categories, taking into account publication activity, backlinks and social interactions via Facebook and Twitter.
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DO@YOU#SPEAK SOCIAL?!
If you are looking for insights on the top influencers for a category like beauty, you will be able to: 1. Have a comprehensive view of the most influential bloggers
You will find a ranking of the blogs, with a quick description of their content and trends.
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DO@YOU#SPEAK SOCIAL?!
2. At a second level, you are able to dig into the database and get some more information for a selected blog.
ID of the blog
Analysing the evolution of the ranking
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DO@YOU#SPEAK SOCIAL?!
Analysing the publication activity
Checking the affinity with your product or thematic
The topic cloud gives a good picture of what the main themes of the blog are, thanks to the semantic analysis of the posts published. Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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Evaluating the editorial value through articles and videos published
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3.2 Smart monitoring tool Social media is a fast moving area, which can be quite difficult to monitor for marketers. As a matter of fact, each new platform generates a number of tools measuring different kinds of statistics: for YouTube, the number of views; for Facebook, the number of fans and the engagement rate; for Twitter the number of followers; for Google +, the number of circles, and so on ‌ They end up facing an incredible number of tools and metrics from players that are not always reliable and transparent. Moreover, they have a fragmented view of their position in social media. At Ebuzzing, we collect all social data available on more than 2000 brands in Europe and aggregate it in one place. We also process a social ranking of brands based on social listening analysis.
Evolution of the number of fans for Apple
You also have access to a detailed report based on what blogs and the media published about the brand.
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DO@YOU#SPEAK SOCIAL?!
Publications mentioning the brand
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On a daily basis we retrieve all the videos displayed in an article or a blog mentioning a brand.
We also retrieve all the videos published by a brand on its official channels across platforms.
Video published by the brand
Using our social video and social brand monitoring, we can have a very good picture of the overall trends, and benchmark your brand against its competitors.
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DO@YOU#SPEAK SOCIAL?!
3.3 Advanced Reporting tool The media owned, bought and earned is a powerful model used by agencies to sell their plan to marketers, but most of the time, only the bought media is tracked. When earned media is measured, reporting often consists of a list of raw numbers, which are not put into perspective. At Ebuzzing, we measure the performance of social campaigns in terms of bought and earned media, and track the comments, shares or other conversation taking place in real time on social channels (Twitter, forums and blogs) and on traditional media sites.
Publications mentioning the campaign by channel
This will allow you to follow the virality of a social video campaign and identify what are the key drivers and influencers in the distribution process.
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Identifying the influencers
Monitoring the share of voice
We also track the comments on creative for social video campaigns and provide conversation sentiment analysis on them. Finally, we are able to assess the value of the media earned during the campaign.
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DO@YOU#SPEAK SOCIAL?!
Valuing the media earned
We consider our Ebuzzing Labs a major achievement, as we are able to provide quantitative and qualitative insights to our clients about their brands and competitors. But we also see it as a work in progress as we are always updating it in a consistent way to integrate platforms or metrics that make sense on a brand’s perspective.
Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582
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DO@YOU#SPEAK SOCIAL?!
CONCLUSION At Ebuzzing we believe that the social revolution is going to have a greater impact on the advertising industry than the search revolution, which happened ten years ago, because search is a part of digital, when social is a part of media. This gives a really good reason for advertisers and agencies to embrace the new advertising model and create a standard of measurement and planning, based on social data and engagement metrics. With Shiv Singh, Head of Digital for Pepsi Co Beverages, we take the bet that social analytics will heavily influence digital but also traditional planning decision in the future. “With technologies from companies like Blue Fin and Networked Insights, I now know which TV shows (and which Pepsi ads) triggered the most social engagement online. I also know which TV shows were most engaging for Pepsi consumers specifically. You can bet that information will heavily influence planning decisions in the future. In fact, I'll go so far as to say that in the future the metric GRP (which stands for Gross Rating Points and which accounts for reach and frequency) will look something like a "GRPE" with the "E" meaning "engagement." capturing how social a particular TV show is. As advertisers, we will place a premium on shows that have a high "E" component.� Shiv Singh, Global Head of Digital for PepsiCo Beverages
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http://blogs.hbr.org/cs/2011/11/the_new_role_of_television_adv.html
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