The future of branded content by goviral in Cannes 2010

From Hollywood to Madison Avenue
“A tale of fundamental changes in advertising”
Cannes Lions 2010

Agenda

Online video vs other medium

The rise of the YouTube generation

The evolution of video formats
Online video evolution

YouTube - the tip of the iceberg!
Source: Comscore Video matrix // Techcrunch

Online advertising by format

Video improves branding
Source: Dynamic Logic & Doubleclick study, June 2009

Publishers and online video
Source: Brightcove and Tubemogul, q1 2010

Video has ‘critical mass’
86m
112m
116m
114m
170m
More than 170 million US viewers watch an average of 182 videos online, or a total of 35bn videos in Feb 2010
Source: GlobalWebIndex.net and ComScore

How does engagement look?
What the users are telling us

Consumers play the game

Engagement = action

Content is ‘king’
Tim Armstrong, 2010 CEO of AOL

The old walls are broken down

A typology of online video
3 ways to get a brand involved…

The ‘video’ funnel

The sponsored model‘X-sessions’

The sponsored model
Sponsor premium content – music, sport etc.
Sponsor premium content
(68 videos)

Connect to a music audience
Access to a lot of quality content
Adding legitimacy and aspiration

The branded content model‘Chrome Speed Test’

Produce narrative stories around brand values
(100s of videos in multiple channels)

Google stories, google fans
Internally driven film, made with Glue and
DDB to celebrate the new Chrome 5
A way to connect with key audience

The product model‘Apple Ipad’

Produce narrative stories around product values
(19 videos)

Let the product be the star
Information canbe as
valuable as entertainment
The brand, the products & the people

Making a ’difference’

Nokia’s approach to content
Embracing online for branding

The Online Evolution
2000-2007
2008
2009-2010
Nokia get’s first real online video success with “Get out and play” and “Bruce Lee ping pong” gathering 5-10mil views
Nokia is slowly moving to digital, but remains largely traditional in choice of formats
Nokia’s creation teams are adopting increasingly strategic models for working with content and distribution.

A Chinese icon

N96: The sponsored model’N96 Ninja - 2006‘

Creating our own narratives, relating to the world around us

N8: The Brand model’N8 Fossball– 2010’

Presenting a product
doesn’t have to be boring

N8: The Product model’ N8 Design’

User learnings
Paid
Media

Owned
Media
Earned
Media
Distribution
Opinion
18
134
105
655
Viewing patterns
Sharing and CTR

Implications for ’our’ agencies
Media
Online video is moving from tactical to strategic
(content for both earned, bought and earned)
Audience
One lead piece is not enough to satisfy users
(A dandelion approach to content)
Content
Creative concepts can come from many sources
(both internally and from ’new’ external sources)

Why agencies
should worry
from 30sec spots to partnerships

Agencies lose monopoly on content

The driving forces
Partnerships

A total of 196 videos have been produced and launched for Tourism New Zealand since 2008 using different content partnership models
- Source: 100% New Zealand on Youtube
The production companies

Hollywood’s product love
Product placement and integration set for a 10-15% CAGR from 2008-2012 from its base of 3,81bn USD in 2008
- Source: PQ Media
Hollywood

Premium content destination launched in Dec 2009
April 2010: 44mil UU, 350mil streams
- Source: Comscore video matrix
The Music industry

4 world records‘Stratos project - 2010 (ongoing)’

Partnerships between brand, tech and media

The evolution
1984
Lead brand spot
2010
Full funnel strategy
From 30 secs to full funnel content strategies and sourcing content through partnerships

The future of content
…is more for less

Froms ads to content

The road ahead…
Expand own capabilities to cover full funnel and planning/media
Partnerships to supply own capabilities in key areas

The “evolution” of a giant…
1960-2005
2005-2006
2007-2010
Unilever perfects traditional TV advertising, beginning with their 1961 OMO Cannes Lion
Simon Clift takes over as Unilever CMO and Dove’s “Evolution” marks the start of a branded content era.
In the motherhood sets the standard for branded entertainment. Multiple projects follow. Unilever named advertiser of the year 2010

“I would certainly single out the task of getting our brand messages heard in an environment of breathtaking media fragmentation. We may be ahead of our competitors, but we’re most definitely behind consumers. This internet thing is much bigger and more interesting than just finding successors to TV advertising. “
- Simon Clift, outgoing Unilever CMO

http://thecuriousbrain.com	299
http://www.slideshare.net	226
http://www.buzzhunt.co.uk	163
http://blog.goviralnetwork.com	125
http://www.scoop.it	116
http://www.overlander.tv	86
http://paper.li	84
http://valoriprimilab.blogspot.com	53
http://mastercom.over-blog.com	40
http://nakedtokyo.typepad.com	26
http://www.dandovueltasalodesiempre.com	20
http://pantonic.blogspot.com	20
http://blog.proximity.fr	16
http://www.lepost.fr	15
http://www.elizemorgan.com	14
http://trendspotting.posterous.com	10
http://www.litmanlive.co.uk	8
http://www.com-elisava.com	5
http://www.litmanlive.me	4
http://www.levidepoches.fr	3
http://www.levidepoches.blogs.com	2
http://us-w1.rockmelt.com	2
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http://wilhelmlove.tumblr.com	2
http://pantonic.blogspot.co.uk	1
http://levidepoches.blogs.com	1
http://twitter.com	1
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http://litmanlive.tumblr.com	1
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The future of branded content by goviral in Cannes 2010

by mastercom viral marketing on Jun 25, 2010

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The future of branded content by goviral in Cannes 2010 — Presentation Transcript