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The future of branded content by goviral in Cannes 2010

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Goviral's presentation about the future of branded content in the post viral era.

Goviral's presentation about the future of branded content in the post viral era.

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  • 2005: The birth of Youtube2006: Ronaldinho and touch of gold2007: 5min etc. is born2008: Lonelygirl + other comedy shows spawn2009: Hulu launches2010: Most brands realize they need to create a multitude of content to stay relevant.
  • A lot of Youtube’s video discovery and consumption also takes place on 3rd party sites (See grey table for examples)Videos viewed at YouTube surged from 6.3 billion in Jan '09 to 13.2 billion in Dec '09. To put this in perspective, Google closed its acquisition in Nov '06. In Jan '07 (the first month comScore publicly released online video data), YouTube notched 1.2 billion views. That means that in the 3+ years that Google has owned YouTube, it has grown more than 10x in size. More amazing is that even with all the growth by other sites (particularly Hulu), YouTube has kept up its approximate 40% share of the overall online video market, starting the year at 42.9% and ending at 39.8%.
  • Looking at why online publishers increasingly are adopting online video can give us an indication of what video brings. Interestingly, most publishers are actually adding video to their site to increase engagement, visitors and to strengthen their brand – commercial interests are secondary.Funnily enough almost 10% answered that it was because their boss told them too!!!!
  • Advertisers have budgets - but need of audience & relevance (content) Media companies have audience – but need budget and relevance (content)Content creators have content – but need funding and audience
  • Red Bull Stratos, a mission to the edge of space, seeks to surpass limits that have existed for 50 years. Felix Baumgartner will undertake a stratospheric balloon flight to 120,000 feet and attempt a freefall jump targeted to reach – for the first time in history – supersonic speeds.The Stratos Project wants to conwuer a total of 4 world records (Speed of sound, Freefall altitude, Highest manned balloon flight altitude, Longest freefall duration) one of them is 50 yo. Several people tried, all failed, and some died.The record has been standing since August 16, 1960 – when Col Joseph Kittinger jumped from 102.000 feet.Felix and aerospace expert Art Thompson shared this vision with Red Bull in –and the Red Bull Stratos mission was born. Since then several partners have been added to the project:Nokia: As the official global mobile sponsor, Nokia has developed the Red Bull Stratos application to monitor this groundbreaking project. Available exclusively through Ovi Store by Nokia, users can learn more about the mission’s progress by reading articles and watching videos from the Red Bull Stratos team of experts. Nokia users can also follow the countdown, stream the final jump in real-time and watch Felix Baumgartner’s pulse race by monitoring his biometrical data before, during and after the jump.Microsoft: Microsoft is the global media technology partner for Red Bull Stratos. Microsoft’s Silverlight and IIS Smooth Streaming technology bring an interactive live experience in High Definition to web viewers worldwide – supported by Bing mapping technology. The partnership is now in its implementation phase, during which the Stratos Live Cast technology platform will be build, the number of digital marketing channels expand ed and a number of high-profile Live Cast syndication partners to achieve maximum viewership of the event around the globe will be selected.BBC will produce and air a documentary about the whole project.
  • Agencies will need to have capabilities to support a full funnel content strategyThey need to be able to produce more and engaging content for less.Brand demand distribution to a fragmented audience – media needs to be close.
  • - From 1960 to 2005 Unilever wins close to 200 traditional Cannes Lions awards, setting new standards for creative excellence and effectiveness-Dove’s Evolution marks the symbolic transition from transmission to conversation for the company, earning them 25mil views, double digit sales lift and the grand prix award at Cannes - 2007-2010:Three years ago, Unilever and its agency set the gold standard for branded entertainment online with "In the Motherhood," an original MSN series starring Leah Remini and Chelsea Handler sponsored by Unilever's Suave (as well as fellow Mindshare client Sprint). The series' second season garnered more than 15 million views and led to the development of a (short-lived) ABC sitcom of the same name -- the first time a web series had ever been turned into a broadcast prime-time series.
  • Transcript

    • 1. From Hollywood to Madison Avenue
      “A tale of fundamental changes in advertising”
      Cannes Lions 2010
    • 2.  
      Agenda
    • 3. Online video vs other medium
    • 4. The rise of the YouTube generation
    • 5. The evolution of video formats
      Online video evolution
    • 6. YouTube - the tip of the iceberg!
      Source: Comscore Video matrix // Techcrunch
    • 7. Online advertising by format
    • 8. Video improves branding
      Source: Dynamic Logic & Doubleclick study, June 2009
    • 9. Publishers and online video
      Source: Brightcove and Tubemogul, q1 2010
    • 10. 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
    • 11. How does engagement look?
      What the users are telling us
    • 12. Consumers play the game
    • 13. Engagement = action
    • 14. Content is ‘king’
      Tim Armstrong, 2010 CEO of AOL
    • 15. The old walls are broken down
    • 16. A typology of online video
      3 ways to get a brand involved…
    • 17. The ‘video’ funnel
    • 18. The sponsored model‘X-sessions’
    • 19. The sponsored model
      Sponsor premium content – music, sport etc.
      Sponsor premium content
      (68 videos)
    • 20. Connect to a music audience
      Access to a lot of quality content
      Adding legitimacy and aspiration
    • 21. The branded content model‘Chrome Speed Test’
    • 22. Produce narrative stories around brand values
      (100s of videos in multiple channels)
    • 23. 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
    • 24. The product model‘Apple Ipad’
    • 25. Produce narrative stories around product values
      (19 videos)
    • 26. Let the product be the star
      Information canbe as
      valuable as entertainment
      The brand, the products & the people
    • 27. Making a ’difference’
    • 28. Nokia’s approach to content
      Embracing online for branding
    • 29. 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.
    • 30. A Chinese icon
    • 31. N96: The sponsored model’N96 Ninja - 2006‘
    • 32.   
      Creating our own narratives, relating to the world around us
    • 33. N8: The Brand model’N8 Fossball– 2010’
    • 34.  
      Presenting a product
      doesn’t have to be boring
    • 35. N8: The Product model’ N8 Design’
       
    • 36. User learnings
      Paid
      Media
        
      Owned
      Media
      Earned
      Media
      Distribution
      Opinion
      18
      134
      105
      655
      Viewing patterns
      Sharing and CTR
    • 37. 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)
    • 38. Why agencies
      should worry
      from 30sec spots to partnerships
    • 39. Agencies lose monopoly on content
    • 40. The driving forces
      Partnerships
    • 41. 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
    • 42. 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
    • 43. Premium content destination launched in Dec 2009
      April 2010: 44mil UU, 350mil streams
      - Source: Comscore video matrix
      The Music industry
    • 44. 4 world records‘Stratos project - 2010 (ongoing)’
    • 45. Partnerships between brand, tech and media
    • 46. The evolution
      1984
      Lead brand spot
      2010
      Full funnel strategy
      From 30 secs to full funnel content strategies and sourcing content through partnerships
    • 47. The future of content
      …is more for less
    • 48. Froms ads to content
    • 49. The road ahead…
      Expand own capabilities to cover full funnel and planning/media
      Partnerships to supply own capabilities in key areas
    • 50. 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
    • 51. “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