0
SHUT UP AND TALK ABOUT ME
22squared © 2014. All Rights Reserved
@christuff
@22squared
#CTAMThink
It’s the first thing I do in the morning and last thing I do at night.
“ ”Everyone
THE AVERAGE USERS CHECKS
THEIR SMARTPHON...
1/7 OF 18-24 WOULD GIVE UP FRIENDS
FOR THEIR SMARTPHONE
WTF???
40% SAID IT WOULD BE IMPOSSIBLE
TO GIVE UP PHONES FOR ONE D...
22squared © 2014. All Rights Reserved
WHERE ARE U.S. ADULTS USING SMARTPHONES?
9% 33% 32% 55% 12% 19%
During sex On a
dinn...
22squared © 2014. All Rights Reserved
GAME OF PHONES?
22squared © 2014. All Rights Reserved
THE TRUTH ABOUT CONSUMPTION
22squared © 2014. All Rights Reserved
LIGHTWEIGHT
VS.
LEAN-IN
22squared © 2014. All Rights Reserved
THE TRADITIONAL FUNNEL IS DEAD
22squared © 2014. All Rights Reserved
THE REALITY ABOUT AD SPENDS
22squared © 2014. All Rights Reserved
% of Time Spent in Media vs. % of Advertising Spending, ...
THE MOBILE AD UNIT IS BROKEN
22squared © 2014. All Rights Reserved
THE AMOUNT OF CONTENT
once outpaced our ability to consume all of it
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
22squared ...
THE THUMB IS THE NEW REMOTE
The Feed
22squared © 2014. All Rights Reserved
THE FEED HAS INCREASED
OUR CAPACITY TO CONSUME CONTENT
THE RISE OF FEEDS
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
and we...
22squared © 2014. All Rights Reserved
WE’RE ADDICTED TO THE NEW
We’ve created a new habit without even realizing it
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
PROBLEM OPPORTUNITY
<
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
WE BELIEVE THAT BRANDS
CAN BE WELCOME INTRUDERS
INTO SOMEONE’S FEED
22squared © 2014. All Rights Reserved
RIGHT CONTENT.
RIGHT PERSON.
RIGHT TIME.
22squared © 2014. All Rights Reserved
THE EVOLUTION OF NATIVE FEEDS
TWITTER FACEBOOKPINTEREST INSTAGRAM TUMBLR
22squared © 2014. All Rights Reserved
Facebook22squared © 2014. All Rights Reserved
MARKETING HAS CHANGED
BEFORE AFTER
THE TRUTH ABOUT CONSUMPTION
22squared © 2014. All Rights Reserved
THE TRUTH ABOUT CONSUMPTION
22squared © 2014. All Rights Reserved
ENTER:
THE MULTITASKER
1. THE LEAN-IN CONSUMER
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
NFL @NFL
Peyton scores his 1st rushing TD in 5 years... faking
out the defense AND the cameras.MUST-SEE - http://
on.nfl.co...
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
DURING GAME
22squared © 2014. All Rights Reserved
NEXT DAY
2. THE DISTRACTED CONSUMER
22squared © 2014. All Rights Reserved
THE DISTRACTED CONSUMER NEEDS
THUMB-STOPPING CONTENT!
22squared © 2014. All Rights Reserved
22squared © 2014. All Rights Reserved
KEYFRAMES.
THEY’RE AN AD FOR YOUR AD.
MAKE THEM ENTICING TO LEAD YOUR
VIEWER THROUGH THE EXPERIENCE.
SPEND TIME ON
22squar...
Watch our new Superbowl spot about
how America is Beautiful.
vs.
Surfers
22squared © 2014. All Rights Reserved
HOOK
You’re in their Feed.
You have 15 seconds.
You’re in auto-play.
CRAFT
Craft a beautiful story.
Utilize key/poster fra...
THE NEW NORMAL FOR BRANDS
More content + more often + less depth of engagement
DEPTH
OF
ENGAGEMENT
22squared © 2014. All R...
THANKS!
QUESTIONS?
@christuff
@22squared
#CTAMThink
22squared © 2014. All Rights Reserved
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Shut up and talk about me

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Today, as attention spans decrease and clutter increases, good content is the only way for brands to connect with the right people at the right time. But content marketing is not easy. And it's not luck. In this session at the CTAM Think conference, 22squared's Chris Tuff will explore how content has evolved and share strategies for creating compelling content that engages consumers, compliments traditional channels, and delivers greater value for brands.

- Chris Tuff, SVP, Director of Emerging Media and Partnerships, 22squared (@christuff, @22squared, #CTAMThink)

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Transcript of "Shut up and talk about me"

  1. 1. SHUT UP AND TALK ABOUT ME 22squared © 2014. All Rights Reserved @christuff @22squared #CTAMThink
  2. 2. It’s the first thing I do in the morning and last thing I do at night. “ ”Everyone THE AVERAGE USERS CHECKS THEIR SMARTPHONE 150X DAILY 22squared © 2014. All Rights Reserved
  3. 3. 1/7 OF 18-24 WOULD GIVE UP FRIENDS FOR THEIR SMARTPHONE WTF??? 40% SAID IT WOULD BE IMPOSSIBLE TO GIVE UP PHONES FOR ONE DAY FOR $100 Motorola Mobility and B2X Study 201422squared © 2014. All Rights Reserved
  4. 4. 22squared © 2014. All Rights Reserved WHERE ARE U.S. ADULTS USING SMARTPHONES? 9% 33% 32% 55% 12% 19% During sex On a dinner date At a child’s/ school function While driving In the shower In a church/ place of worship 35% In a movie theatre
  5. 5. 22squared © 2014. All Rights Reserved
  6. 6. GAME OF PHONES? 22squared © 2014. All Rights Reserved
  7. 7. THE TRUTH ABOUT CONSUMPTION 22squared © 2014. All Rights Reserved
  8. 8. LIGHTWEIGHT VS. LEAN-IN 22squared © 2014. All Rights Reserved
  9. 9. THE TRADITIONAL FUNNEL IS DEAD 22squared © 2014. All Rights Reserved
  10. 10. THE REALITY ABOUT AD SPENDS 22squared © 2014. All Rights Reserved % of Time Spent in Media vs. % of Advertising Spending, USA 2013 %ofTotalMediaConsumptionTime orAdvertisingSpending 50% PRINT RADIO TV INTERNET MOBILE 5% 19% 12% 10% 38% 45% 25% 22% 20% 4% 40% 30% 20% 10% 0% TIME SPENT AD SPEND Internet Ad = $43B Mobile Ad = $7.1B Opportunity in USA ~$30B+
  11. 11. THE MOBILE AD UNIT IS BROKEN 22squared © 2014. All Rights Reserved
  12. 12. THE AMOUNT OF CONTENT once outpaced our ability to consume all of it CAPACITY TO CONSUME AMOUNT OF CONTENT TIME 22squared © 2014. All Rights Reserved Sharethrough
  13. 13. THE THUMB IS THE NEW REMOTE The Feed 22squared © 2014. All Rights Reserved
  14. 14. THE FEED HAS INCREASED OUR CAPACITY TO CONSUME CONTENT THE RISE OF FEEDS CAPACITY TO CONSUME AMOUNT OF CONTENT TIME and we’re addicted Sharethrough22squared © 2014. All Rights Reserved
  15. 15. 22squared © 2014. All Rights Reserved
  16. 16. WE’RE ADDICTED TO THE NEW We’ve created a new habit without even realizing it 22squared © 2014. All Rights Reserved
  17. 17. 22squared © 2014. All Rights Reserved
  18. 18. PROBLEM OPPORTUNITY < 22squared © 2014. All Rights Reserved
  19. 19. 22squared © 2014. All Rights Reserved
  20. 20. 22squared © 2014. All Rights Reserved
  21. 21. WE BELIEVE THAT BRANDS CAN BE WELCOME INTRUDERS INTO SOMEONE’S FEED 22squared © 2014. All Rights Reserved
  22. 22. RIGHT CONTENT. RIGHT PERSON. RIGHT TIME. 22squared © 2014. All Rights Reserved
  23. 23. THE EVOLUTION OF NATIVE FEEDS TWITTER FACEBOOKPINTEREST INSTAGRAM TUMBLR 22squared © 2014. All Rights Reserved
  24. 24. Facebook22squared © 2014. All Rights Reserved MARKETING HAS CHANGED BEFORE AFTER
  25. 25. THE TRUTH ABOUT CONSUMPTION 22squared © 2014. All Rights Reserved
  26. 26. THE TRUTH ABOUT CONSUMPTION 22squared © 2014. All Rights Reserved ENTER: THE MULTITASKER
  27. 27. 1. THE LEAN-IN CONSUMER 22squared © 2014. All Rights Reserved
  28. 28. 22squared © 2014. All Rights Reserved
  29. 29. 22squared © 2014. All Rights Reserved
  30. 30. NFL @NFL Peyton scores his 1st rushing TD in 5 years... faking out the defense AND the cameras.MUST-SEE - http:// on.nfl.com/1a3QkGA Promoted by Verizon Wireless VIDEO: Manning Marches In This video is promoted by Verizon Wireless 5,332! RETWEETS 2,729! FAVORITES 7:57 PM - 6 Oct 13 · Details US Open@usopen IN CASE YOU MISSED IT: The stunning 54-shot rally between #Djokovic & #Nadal. Presented by @Heineken_US. WATCH - snpy.tv/13D7Mmb Promoted by Heineken Men s Final - Nadal Vs Djokovic - 54 Shot Rally Instant Highlights of the 2013 US Open Presented by Heineken View on web 1,587! RETWEETS 837! FAVORITES 8:28 PM - 9 Sep 13 · Details TWITTER AMPLIFY 22squared © 2014. All Rights Reserved
  31. 31. 22squared © 2014. All Rights Reserved
  32. 32. 22squared © 2014. All Rights Reserved DURING GAME
  33. 33. 22squared © 2014. All Rights Reserved NEXT DAY
  34. 34. 2. THE DISTRACTED CONSUMER 22squared © 2014. All Rights Reserved
  35. 35. THE DISTRACTED CONSUMER NEEDS THUMB-STOPPING CONTENT! 22squared © 2014. All Rights Reserved
  36. 36. 22squared © 2014. All Rights Reserved
  37. 37. KEYFRAMES. THEY’RE AN AD FOR YOUR AD. MAKE THEM ENTICING TO LEAD YOUR VIEWER THROUGH THE EXPERIENCE. SPEND TIME ON 22squared © 2014. All Rights Reserved
  38. 38. Watch our new Superbowl spot about how America is Beautiful. vs. Surfers 22squared © 2014. All Rights Reserved
  39. 39. HOOK You’re in their Feed. You have 15 seconds. You’re in auto-play. CRAFT Craft a beautiful story. Utilize key/poster frames. Create original content. DELIGHT Think episodically. Create a linear experience. Leave them happy. THREE MAIN POINTS • F O R P R E M I U M V I D E O • 22squared © 2014. All Rights Reserved
  40. 40. THE NEW NORMAL FOR BRANDS More content + more often + less depth of engagement DEPTH OF ENGAGEMENT 22squared © 2014. All Rights Reserved
  41. 41. THANKS! QUESTIONS? @christuff @22squared #CTAMThink 22squared © 2014. All Rights Reserved
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