Welcome to the iMedia
Entertainment Summit
Marti Funk
SVP
iMedia Communications
@MartiFunk
Join the Conversation on
#iMediaSummit
Talking Points. Strategy Insight.
Speaker Analysis. Networking Connections.
Welcome by Summit Host
Lori H. Schwartz
Tech Catalyst & Principal
World of Schwartz
@worldofschwartz
THE HEADLINES
―Give people what they want,
when they want it, in the form
they want it in, at a reasonable
price — and they'll more like...
“SELFIE”
Reacting to Pretty Little Liars
session closer
Little Mermaids Second Screen
Native or original content
The Power of The Fan - 10,000 Attend Vidcon
Social aggregators-build audience
Multiple Engagements From One Post
Today’s Goals
• What’s real?
• What’s working?
• What should we be focusing on?
• Measurement, Privacy, Innovation, Social...
Keynote Fireside Chat:
“State of the Industry”
Lucy Hood
President & COO
Academy of Television Arts & Sciences
@PrimetimeE...
Power Panel:
“Harnessing the Media Mix & Integration”
Doug Neil
EVP
Digital Marketing
Universal Pictures
@Socaldoug
Megan ...
11:00 – 11:30am Networking Break & Table Top Displays
11:30 - 12:15pm
Measurement Panel: "GRPs, KPIs, Oh My!"
• Ben Carlso...
1:50 - 2:20pm
Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“
• Claudio Marcus, EVP Ma...
Measurement Panel:
“GRPs, KPIs, Oh My!”
Cheryl Idell
EVP
Client Solutions
Nielsen
@cidell
Reggie Panaligan
Analytical Lead...
“GRPs, KPIs, Oh My!”
Measurement Panel:
Ben Carlson
Co-Creator
President
Fizziology
@swevenben
“GRPs, KPIs, Oh My!”
Measurement Panel:
Cheryl Idell
EVP
Client Solutions
Nielsen
@cidell
“GRPs, KPIs, Oh My!”
Measurement Panel:
Reggie Panaligan
Analytical Lead
Media & Entertainment
Google
@reggiepanaligan
Google Confidential and Proprietary28
•
•
•
•
•
•
11:00 – 11:30am Networking Break & Table Top Displays
11:30 - 12:15pm
Measurement Panel: "GRPs, KPIs, Oh My!"
• Ben Carlso...
1:50 - 2:20pm
Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“
• Claudio Marcus, EVP Ma...
Lunch & Visionary
Marketer Award Presentation
Honoree: Don Buckley
EVP, CMO
Showtime Networks
@DonaldBNYC
Introduced by: G...
Case Study:
“Audience Development & the New Storytelling”
Bernie Su
Executive Producer,
Writer, Director
“The Lizzie Benne...
Bernie Su
Lizzie Bennett Diaries By The Numbers
• 160 in world videos across 5 YouTube Channels
• 9.5 Hours of Total Video. The long...
Parallel Storytelling
Lizzie Bennet
Lydia Bennet
Gigi Darcy
1
1
1
7
12
12
12
4 10
10
5 11
11
The Lizzie Bennet Diaries pre...
The Business Numbers
Purpose: Presale a DVD
• Asked for $60,000 – Raised $462,000
• 5,800 DVD box sets at $55.
1) Advertis...
Discussion:
“Finding Innovation in New Places”
Vince Porter
Executive Director
Governor's Office
of Film & Television
@ore...
Finding Innovation in New Places
…and not just by “Putting a Bird On it”.
Oregon Governor’s Office of Film & Television
• Functions as a traditional state film commission.
• Markets the state as a...
Leverage (TNT)
Portlandia (IFC)
Grimm (NBC)
LAIKA Studios
But the two most innovative projects to
happen in Oregon’s film and video
industry were….
Portland Incubator Experiment
Portland Incubator Experiment
• Founded in 2009
• 400 jobs in Oregon’s tech sector created
• Over $100million in VC invest...
Oregon Story Board’s Projects
• Intel’s Future of Narrative Hack
• TrackTown USA’s “Hack at Hayward”
“Grimmfest”
• Pitch competition for Oregon digital media
companies.
• Challenge – Propose a digital media solution for
Sea...
“If you want something new, you have to stop
doing something old.”
– Peter Drucker
Thank You
Vince Porter - @oregonfilm
Rick Turoczy - @turoczy or @piepdx
Case Study:
“How Leading TV Networks are
Using Smart TVs to Further Engage Viewers”
Claudio Marcus
EVP Marketing &
Researc...
TV Sync App
Creative
interaction
Active fan
engagement
TV Program
Remind App
Viewing insights
Program promo
effectiveness
...
LivePlus Adds Interactivity to Linear TV
Smart TVs: Growing Scale & Connections
Usage of Smart TV Services
Smart TVs enable Synchronized Content Delivery
• LivePlus default “on” – Recognizes video content
• Matches & identifies s...
Applications Using LivePlus
• Synchronous in-show Interactivity
• Enhanced advertising
• Tune-in reminders
• Programmer sp...
TV Sync App
Creative
interaction
Active fan
engagement
Case Study: Using Smart TVs to Further Engage Viewers
Video: SHO Sync Overview
• The first in-program interactive experience for Smart TVs
• Available on 2012 and 2013 LG Smart TVs
• Also available for...
• Easy to use
• No apps to install
• Branded to take on the look
and voice of each program
• Rolling out for:
- Homeland
-...
TV Program
Remind App
Viewing insights
Program promo
effectiveness
Case Study: Using Smart TVs to Further Engage Viewers
TV Program Remind App
• Simple consumer value
• Drives viewership and
enables data capture
• Super easy to implement
Video...
Insights for effective program promotion
TV Program Remind App
• Closed-loop analysis of
program promo effectiveness
• Amp...
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has stro...
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has stro...
Case Study: Using Smart TVs to Further Engage Viewers
Questions?___
2:20 - 2:50pm Networking Break & Table Top Displays
2:50 - 3:10pm
Case Study: "Content Marketing for the Second Screen & S...
Case Study:
“Content Marketing for the Second Screen & Social”
Danielle Mullin
VP Marketing
ABC Family
Case Study:
“Whirlwind of Buzz:
How We Took #TornadoWeek Viral”
Kevin Planovsky
Principal, Account Strategy
Vert
@kplanovs...
#TORNADOWEEK:
THE AGENDA
I. The Opportunity
II. The Solution
III.The Team
IV.The Experience
V. The Timeline
VI.The Results...
#TORNADOWEEK:
THE OPPORTUNITY
• Tornado Week: 7 Days of
original tornado programming
on The Weather Channel
• Dates: April...
#TORNADOWEEK:
THE SOLUTION
• Twitter Powered Tornado @ TWC
• 11 high-speed, industrial-power fans
• Live stream of “intern...
#TORNADOWEEK:
THE TEAM
Brandon Uffner
Manager TV Marketing
On-Site Client Lead
Kelsey Agnew
Digital Brand Manager
Social M...
Crystal
clear CTA
Live Video
Stream
Simple &
Powerful
Branding
Real time
activity &
feedback
Program
Promotion
#TORNADOWEEK:
THE TIMELINE
TUE
FINAL SETUP:
Finalizing shots,
setting up stream,
Final fan tests…
TODAY SHOW
2 live simulc...
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: TV RESULTS
NEW VIEWERS
P25-54 across
the week in
prime time!
Increase in TIME
SPEND VIEWING
as compared
to t...
#TORNADOWEEK:
THE MAGIC
• Making a BIG Splash early
• Paid Media support!
• Asking for earned media
• Trending Nationwide
...
#TORNADOWEEK:
Questions? Quips? Queries?
@weatherchannel @vertmob@TheRealBuffner @kplanovsky
Case Study:
“The Art of Sharing - Social Content &
Marketing in Entertainment & Media”
Caty Burgess
VP, Media Strategies
T...
Social Content in theAge
of Digital Media
The way media is consumed
is radically different than it
was just five years ago.
We reach over 60M
people a month.
SOCIAL
75%ofvisitsfromsocial*
MOBILE
50%ofvisitsfrommobile*
YOUTH
60%areaged18-34
Quantc...
Young audiences have moved online.
55% of online video
views come from 18-34
year-olds.
By 2016, online video is
expected ...
85% use social media more than once a day.
Internal Survey, April 2013, 778
Mobile video ad spend is set to
quadruple by 2016.
eMarketer
The second
screen is real,
and always on.
Give your viewers what they want –
more to talk about.
Creating custom content sparks
excitement…
… and accelerates conversation.
Attract your audience.
Amplify experience.
Extend viewership.
Keep the buzz going.
When the credits stop rolling,
Keep the convo going.
CatyBurgess
CWMediaVP
caty.burgess@cwtv.com
TerryCity
BuzzFeedWestCoa...
Closing Power Keynote:
“A Disrupter's View on Entertainment Marketing”
Kelly Bennett
CMO
Netflix
@K3LLY_B
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  • Emarketer’s report – July 213Twitter buying trendrr, bluefin will everyone plus their nielson partnershipAd week…tons of upfronts…Spileberg
  • Pretty little liars biggest night everSelfiesWe will be hearing fromCase Study: "Content Marketing for the Second Screen & Social"MoreDanielle Mullin, VP Marketing, ABC Family
  • To coincide with the Diamond Edition re-release of The Little Mermaid, Disney’s newest “bonus feature” takes interactivity to the next level. With the new “Disney Second Screen Live” feature, viewers will be able to truly immerse themselves into the dazzling world of The Little Mermaid, as they watch the movie on the big screen!Starting September 13, audiences will be able to catch The Little Mermaid in select theatres for a limited time engagement. All they need to do is download the “Second Screen Live” app, bring their iPads along to the movie, and engage in a sea of features which will enhance their moviegoing experience. Features on the app include sing-alongs, behind-the-scenes, games, and even competitions with the rest of the audience!The Little Mermaid isn’t the first Disney movie to make use of this new feature though; The Nightmare Before Christmas used it last Halloween.
  • Vice is a magazine focused on international arts, culture, and news topics. Their editorial style is non-conformist, and thus more popular with 18-34 demos. For The Conjuring, the studio partnered with Vice on the 3:07 am project . Four up and coming filmmakers were given the chance to create short films for the project with the one rule being that they all had to take place at 3:07am, a moment of some importance in the narrative. This delivered fresh, unorthodox messaging to a consumer base interested in anti-establishment content.Gordan will take us thruPanel Discussion: "Harnessing the Media Mix & Integration"MoreLaurel Bernard, EVP Marketing, Fox BroadcastingDoug Neil, EVP, Digital Marketing, Universal PicturesMegan Wahtera, SVP of Interactive Marketing, Paramount PicturesModerator: Gordon Paddison, CEO, Stradella Road
  • VIDCONCase Study: "Audience Development & the New Storytelling"MoreBernie Su, Executive Producer, Writer, Director, "The Lizzie Bennet Diaries"Interviewed by: Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz
  • Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers"MoreClaudio Marcus, EVP Marketing & Research, Visible WorldDavid Preisman, VP, Interactive Television, Showtime NetworksWendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG ElectronicsRepublic Project is a social rich media company. As time spent on mobile and social have increased, studios have increased targeted buys on social channels. Yet their posts are one-dimensional when it comes to engagement. The calls to action primarily consist of engaging with one asset, whether it be a video, image, quiz, link etc. Republic Project’s rich media allows for multiple engagements from one post, maximizing the efficiency of media buys on social channels to decrease the cost per engagement. Some average social mobile benchmarks for entertainment include 11% click through rates and 70% interaction rates.
  • “Putting a Bird On It” is the equivalent of creating an augmented reality app for a project and calling it innovative
  • Oregon Film office has always tried to act as something more than just an office that finds filming locations and hands out incentives
  • First TV series to come to Oregon in 2009 as a proof of concept for TV production
  • Small in budget but big in awareness and earned media
  • LAIKA is on the forefront of using the age old artform of stop motion animation and combining it with cutting edge 3d printing technology.
  • Film adaptation to start
  • 180 Videos in a 2 day span. Responded real time to tweets, facebook posts and youtube comments. 35.7 million views in the first week. What was innovative though was the process – before the idea was conceived, both the digital team and the creative team was brought together. Process was never segmented – collaborative from day 1.
  • Grimm fest allowed us to apply the idea of the Hack to a more specific project. It also allowed companies that are traditionally siloed in their line of work to collaborate with other creative companies. The winning pitch was actually
  • Welcome by Summit Host

    1. 1. Welcome to the iMedia Entertainment Summit Marti Funk SVP iMedia Communications @MartiFunk
    2. 2. Join the Conversation on #iMediaSummit Talking Points. Strategy Insight. Speaker Analysis. Networking Connections.
    3. 3. Welcome by Summit Host Lori H. Schwartz Tech Catalyst & Principal World of Schwartz @worldofschwartz
    4. 4. THE HEADLINES
    5. 5. ―Give people what they want, when they want it, in the form they want it in, at a reasonable price — and they'll more likely pay for it rather than steal it."
    6. 6. “SELFIE” Reacting to Pretty Little Liars session closer
    7. 7. Little Mermaids Second Screen
    8. 8. Native or original content
    9. 9. The Power of The Fan - 10,000 Attend Vidcon
    10. 10. Social aggregators-build audience Multiple Engagements From One Post
    11. 11. Today’s Goals • What’s real? • What’s working? • What should we be focusing on? • Measurement, Privacy, Innovation, Social • Modern Tech Adoption
    12. 12. Keynote Fireside Chat: “State of the Industry” Lucy Hood President & COO Academy of Television Arts & Sciences @PrimetimeEmmys Interviewed by: Lori H. Schwartz Tech Catalyst & Principal World of Schwartz @worldofschwartz
    13. 13. Power Panel: “Harnessing the Media Mix & Integration” Doug Neil EVP Digital Marketing Universal Pictures @Socaldoug Megan Wahtera SVP Interactive Marketing Paramount Pictures @ParamountPics Moderator: Gordon Paddison CEO Stradella Road @gpad Laurel Bernard EVP Marketing Fox Broadcasting @labernard
    14. 14. 11:00 – 11:30am Networking Break & Table Top Displays 11:30 - 12:15pm Measurement Panel: "GRPs, KPIs, Oh My!" • Ben Carlson, Co-Creator / President, Fizziology • Cheryl Idell, EVP, Client Solutions, Nielsen • Reggie Panaligan, Analytical Lead, Media & Entertainment, Google • Moderator: Julie Rieger, EVP, Media & Marketing Planning, 20th Century Fox 12:15 - 1:15pm Lunch & Visionary Marketer Award Presentation • Honoree: Don Buckley, EVP, CMO, Showtime Networks • Introduced by: Gordon Paddison, CEO, Stradella Road Sponsored by: 1:15 - 1:35pm Case Study: "Audience Development & the New Storytelling“ • Bernie Su, Executive Producer, Writer, Director, "The Lizzie Bennet Diaries“ • Interviewed by: Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz 1:35 - 1:50pm Discussion: "Finding Innovation in New Places" • Vince Porter, Executive Director, Governor's Office of Film & Television • Rick Turoczy, General Manager, Wieden + Kennedy's Portland Incubator Experiment
    15. 15. 1:50 - 2:20pm Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“ • Claudio Marcus, EVP Marketing & Research, Visible World • David Preisman, VP, Interactive Television, Showtime Networks • Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG Electronics 2:20 - 2:50pm Networking Break & Table Top Displays 2:50 - 3:10pm Case Study: "Content Marketing for the Second Screen & Social“ • Danielle Mullin, VP Marketing, ABC Family 3:10 - 3:25pm Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“ • Kevin Planovsky, Principal, Account Strategy, Vert • Brandon Uffner, Manager of TV Marketing, The Weather Channel 3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media" • Caty Burgess, VP, Media Strategies, The CW Network • Terry City, VP of Sales, West Coast, BuzzFeed 3:40 - 4:10pm Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“ • Kelly Bennett, CMO, Netflix
    16. 16. Measurement Panel: “GRPs, KPIs, Oh My!” Cheryl Idell EVP Client Solutions Nielsen @cidell Reggie Panaligan Analytical Lead Media & Entertainment Google @reggiepanaligan Moderator: Julie Rieger EVP, Media & Marketing Planning Fox Domestic Theatrical @FOXBroadcasting Ben Carlson Co-Creator President Fizziology @swevenben
    17. 17. “GRPs, KPIs, Oh My!” Measurement Panel: Ben Carlson Co-Creator President Fizziology @swevenben
    18. 18. “GRPs, KPIs, Oh My!” Measurement Panel: Cheryl Idell EVP Client Solutions Nielsen @cidell
    19. 19. “GRPs, KPIs, Oh My!” Measurement Panel: Reggie Panaligan Analytical Lead Media & Entertainment Google @reggiepanaligan
    20. 20. Google Confidential and Proprietary28 • • • • • •
    21. 21. 11:00 – 11:30am Networking Break & Table Top Displays 11:30 - 12:15pm Measurement Panel: "GRPs, KPIs, Oh My!" • Ben Carlson, Co-Creator / President, Fizziology • Cheryl Idell, EVP, Client Solutions, Nielsen • Reggie Panaligan, Analytical Lead, Media & Entertainment, Google • Moderator: Julie Rieger, EVP, Media & Marketing Planning, 20th Century Fox 12:15 - 1:15pm Lunch & Visionary Marketer Award Presentation • Honoree: Don Buckley, EVP, CMO, Showtime Networks • Introduced by: Gordon Paddison, CEO, Stradella Road Sponsored by: 1:15 - 1:35pm Case Study: "Audience Development & the New Storytelling“ • Bernie Su, Executive Producer, Writer, Director, "The Lizzie Bennet Diaries“ • Interviewed by: Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz 1:35 - 1:50pm Discussion: "Finding Innovation in New Places" • Vince Porter, Executive Director, Governor's Office of Film & Television • Rick Turoczy, General Manager, Wieden + Kennedy's Portland Incubator Experiment
    22. 22. 1:50 - 2:20pm Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“ • Claudio Marcus, EVP Marketing & Research, Visible World • David Preisman, VP, Interactive Television, Showtime Networks • Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG Electronics 2:20 - 2:50pm Networking Break & Table Top Displays 2:50 - 3:10pm Case Study: "Content Marketing for the Second Screen & Social“ • Danielle Mullin, VP Marketing, ABC Family 3:10 - 3:25pm Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“ • Kevin Planovsky, Principal, Account Strategy, Vert • Brandon Uffner, Manager of TV Marketing, The Weather Channel 3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media" • Caty Burgess, VP, Media Strategies, The CW Network • Terry City, VP of Sales, West Coast, BuzzFeed 3:40 - 4:10pm Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“ • Kelly Bennett, CMO, Netflix
    23. 23. Lunch & Visionary Marketer Award Presentation Honoree: Don Buckley EVP, CMO Showtime Networks @DonaldBNYC Introduced by: Gordon Paddison CEO Stradella Road @gpad
    24. 24. Case Study: “Audience Development & the New Storytelling” Bernie Su Executive Producer, Writer, Director “The Lizzie Bennet Diaries” @BernieSu Interviewed by: Lori H. Schwartz Tech Catalyst & Principal World of Schwartz @worldofschwartz
    25. 25. Bernie Su
    26. 26. Lizzie Bennett Diaries By The Numbers • 160 in world videos across 5 YouTube Channels • 9.5 Hours of Total Video. The longest video adaptation of Pride and Prejudice • 35 social media profiles across Twitter, Facebook, Tumblr, Pinterest, LOOKBOOK, and many more • 750,000 total social media reach • 40+ million views across YouTube • $462,000 raised on Kickstarter • 90% females/10% Males • 70% females under 25 (of Total Audience)
    27. 27. Parallel Storytelling Lizzie Bennet Lydia Bennet Gigi Darcy 1 1 1 7 12 12 12 4 10 10 5 11 11 The Lizzie Bennet Diaries presents story over 12 months across several character timelines. 9 Primary Story Lizzie’s story is told across her channel, twitter, and tumblr. Her timeline follows the beats of Pride and Prejudice. If you want Pride and Prejudice as a video diary, just watch Lizzie’s channel. Gigi doesn’t even meet Lizzie until month 10. Her story is told on Twitter exclusively for the first 10 months before finally appearing on the main channel. Afterwards she is spun off onto her own channel. Ancillary Story Lydia’s story is told through twitter, tumblr, and Lizzie’s channel. But whenever she spends a length of time physically away from Lizzie, she makes videos on her own YouTube Channel so that we can follow her story. Ancillary Story
    28. 28. The Business Numbers Purpose: Presale a DVD • Asked for $60,000 – Raised $462,000 • 5,800 DVD box sets at $55. 1) Advertising (YouTube Adsense) 2) Merchandizing 3) Affiliate Marketing (integration) 4) Re-packaging of existing content to an alternate format (DVD) 5) Conversion and expansion of story into an alternate format (Novelization) The Interactive Multi-platform property with 5 revenue streams.
    29. 29. Discussion: “Finding Innovation in New Places” Vince Porter Executive Director Governor's Office of Film & Television @oregonfilm Rick Turoczy General Manager Wieden + Kennedy's Portland Incubator Experiment @turoczy
    30. 30. Finding Innovation in New Places …and not just by “Putting a Bird On it”.
    31. 31. Oregon Governor’s Office of Film & Television • Functions as a traditional state film commission. • Markets the state as a filming destination • Helps with facilitating location filming when a project lands in Oregon • Administers Oregon’s film incentive program (we write checks) • Since 2008, production has tripled in Oregon
    32. 32. Leverage (TNT)
    33. 33. Portlandia (IFC)
    34. 34. Grimm (NBC)
    35. 35. LAIKA Studios
    36. 36. But the two most innovative projects to happen in Oregon’s film and video industry were….
    37. 37. Portland Incubator Experiment
    38. 38. Portland Incubator Experiment • Founded in 2009 • 400 jobs in Oregon’s tech sector created • Over $100million in VC investment • “Great teams have better chance of success over great ideas.”
    39. 39. Oregon Story Board’s Projects • Intel’s Future of Narrative Hack • TrackTown USA’s “Hack at Hayward”
    40. 40. “Grimmfest” • Pitch competition for Oregon digital media companies. • Challenge – Propose a digital media solution for Season 3 of “Grimm” • 12 Digital Media Companies Participated (VFX, Video Game, Animation, Digital Strategy)
    41. 41. “If you want something new, you have to stop doing something old.” – Peter Drucker
    42. 42. Thank You Vince Porter - @oregonfilm Rick Turoczy - @turoczy or @piepdx
    43. 43. Case Study: “How Leading TV Networks are Using Smart TVs to Further Engage Viewers” Claudio Marcus EVP Marketing & Research Visible World @Visible_World Wendell Wenjen Director of Smart TV Advertising & Interactive TV Platforms LG Electronics @WendellW David Preisman VP, Interactive Television Showtime Networks @SHO_Network
    44. 44. TV Sync App Creative interaction Active fan engagement TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers
    45. 45. LivePlus Adds Interactivity to Linear TV
    46. 46. Smart TVs: Growing Scale & Connections
    47. 47. Usage of Smart TV Services
    48. 48. Smart TVs enable Synchronized Content Delivery • LivePlus default “on” – Recognizes video content • Matches & identifies show, episode, media time, or AdID • Initiates overlay interactive content from content owner
    49. 49. Applications Using LivePlus • Synchronous in-show Interactivity • Enhanced advertising • Tune-in reminders • Programmer specific recommendations • Program related VOD • Program related T-Commerce • Show related social media • Analytics and measurement
    50. 50. TV Sync App Creative interaction Active fan engagement Case Study: Using Smart TVs to Further Engage Viewers
    51. 51. Video: SHO Sync Overview
    52. 52. • The first in-program interactive experience for Smart TVs • Available on 2012 and 2013 LG Smart TVs • Also available for iPad as a second screen “companion” app • Engages fans with interactivity for the series they love • Appeals to a key demographic • Creates a social experience around television (live voting, social sharing from TV) • Integrated gamification and rewards can grow loyalty, ratings and subscriber retention • Nominated for 2013 Primetime Emmy® Outstanding Interactive Program: The Homeland SHO Sync Experience
    53. 53. • Easy to use • No apps to install • Branded to take on the look and voice of each program • Rolling out for: - Homeland - Dexter - Ray Donovan - Shameless - Californication - New Series: Masters of Sex
    54. 54. TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers
    55. 55. TV Program Remind App • Simple consumer value • Drives viewership and enables data capture • Super easy to implement Video: Smart TV Program Remind App
    56. 56. Insights for effective program promotion TV Program Remind App • Closed-loop analysis of program promo effectiveness • Ample research scale • Easy, timely & cost effective
    57. 57. Insights for effective program promotion Early insights across campaigns • Recency really does matter
    58. 58. Insights for effective program promotion Early insights across campaigns • Recency really does matter • Frequency has strong impact but is hard to achieve in scale
    59. 59. Insights for effective program promotion Early insights across campaigns • Recency really does matter • Frequency has strong impact but is hard to achieve in scale • Significant geographic differences
    60. 60. Case Study: Using Smart TVs to Further Engage Viewers Questions?___
    61. 61. 2:20 - 2:50pm Networking Break & Table Top Displays 2:50 - 3:10pm Case Study: "Content Marketing for the Second Screen & Social“ • Danielle Mullin, VP Marketing, ABC Family 3:10 - 3:25pm Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“ • Kevin Planovsky, Principal, Account Strategy, Vert • Brandon Uffner, Manager of TV Marketing, The Weather Channel 3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media" • Caty Burgess, VP, Media Strategies, The CW Network • Terry City, VP of Sales, West Coast, BuzzFeed 3:40 - 4:10pm Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“ • Kelly Bennett, CMO, Netflix 4:10 – 5:30pm Cocktail Reception
    62. 62. Case Study: “Content Marketing for the Second Screen & Social” Danielle Mullin VP Marketing ABC Family
    63. 63. Case Study: “Whirlwind of Buzz: How We Took #TornadoWeek Viral” Kevin Planovsky Principal, Account Strategy Vert @kplanovsky Brandon Uffner Manager of TV Marketing The Weather Channel @TheRealBuffner
    64. 64. #TORNADOWEEK: THE AGENDA I. The Opportunity II. The Solution III.The Team IV.The Experience V. The Timeline VI.The Results VII.The Magic VIII.Q & A @weatherchannel @vertmob @TheRealBuffner @kplanovsky
    65. 65. #TORNADOWEEK: THE OPPORTUNITY • Tornado Week: 7 Days of original tornado programming on The Weather Channel • Dates: April 29 – May 3, 2013 • Goal: “generate buzz & create awareness via social media” • Timing: 3 weeks to launch • Budget: “Efficient”
    66. 66. #TORNADOWEEK: THE SOLUTION • Twitter Powered Tornado @ TWC • 11 high-speed, industrial-power fans • Live stream of “interns” working in the Tornado Room from 9am to 8pm, with guest appearances by on-camera meteorologists • Microsite with tweet-tracker & wind speed graph in real-time • Promotion on weather.com and on The Weather Channel • Paid digital media campaign to drive early awareness & participation “The Calm before the Storm”
    67. 67. #TORNADOWEEK: THE TEAM Brandon Uffner Manager TV Marketing On-Site Client Lead Kelsey Agnew Digital Brand Manager Social Messaging Strategy Kevin Planovsky Principal, Account Strategy Strategy & Account Director Cameron Huppertz Production Manager On-Site Livestream Coordination Matt Griffin Principal, Creative Technology Design & Development Lead
    68. 68. Crystal clear CTA Live Video Stream Simple & Powerful Branding Real time activity & feedback Program Promotion
    69. 69. #TORNADOWEEK: THE TIMELINE TUE FINAL SETUP: Finalizing shots, setting up stream, Final fan tests… TODAY SHOW 2 live simulcasts with the full crew in NYC BUZZFEED: The biggest trends site on the web catches wind… MASHABLE: From a basic tip- off tweet, we score big coverage LAUNCH: The Livestream is active & tweeting PAID MEDIA: Launched Promoted Tweets, Facebook media & network buy TRENDING: Within hours the hashtag begins trending nationwide MON #tornadoweek
    70. 70. #TORNADOWEEK: THE RESULTS
    71. 71. #TORNADOWEEK: THE RESULTS
    72. 72. #TORNADOWEEK: THE RESULTS
    73. 73. #TORNADOWEEK: TV RESULTS NEW VIEWERS P25-54 across the week in prime time! Increase in TIME SPEND VIEWING as compared to the previous 4 weeks! Outperformed 2012's Storm Week by Attracted Prime Time Viewers as compared to the previous 4 weeks…
    74. 74. #TORNADOWEEK: THE MAGIC • Making a BIG Splash early • Paid Media support! • Asking for earned media • Trending Nationwide • Buzzfeed begets, Mashable begets… • Always engaging • TRUE “Real-Time”
    75. 75. #TORNADOWEEK: Questions? Quips? Queries? @weatherchannel @vertmob@TheRealBuffner @kplanovsky
    76. 76. Case Study: “The Art of Sharing - Social Content & Marketing in Entertainment & Media” Caty Burgess VP, Media Strategies The CW Network @catyburgess Terry City VP of Sales, West Coast BuzzFeed @cityslick83
    77. 77. Social Content in theAge of Digital Media
    78. 78. The way media is consumed is radically different than it was just five years ago.
    79. 79. We reach over 60M people a month. SOCIAL 75%ofvisitsfromsocial* MOBILE 50%ofvisitsfrommobile* YOUTH 60%areaged18-34 Quantcast, Google Analytics
    80. 80. Young audiences have moved online. 55% of online video views come from 18-34 year-olds. By 2016, online video is expected to account for 55% of all consumer internet traffic.*
    81. 81. 85% use social media more than once a day. Internal Survey, April 2013, 778
    82. 82. Mobile video ad spend is set to quadruple by 2016. eMarketer
    83. 83. The second screen is real, and always on.
    84. 84. Give your viewers what they want – more to talk about.
    85. 85. Creating custom content sparks excitement…
    86. 86. … and accelerates conversation.
    87. 87. Attract your audience. Amplify experience. Extend viewership. Keep the buzz going.
    88. 88. When the credits stop rolling, Keep the convo going. CatyBurgess CWMediaVP caty.burgess@cwtv.com TerryCity BuzzFeedWestCoastVP tcity@buzzfeed.com
    89. 89. Closing Power Keynote: “A Disrupter's View on Entertainment Marketing” Kelly Bennett CMO Netflix @K3LLY_B

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