Reality TV and Brands<br />A fruitful conversation with consumers<br />
It’s an attention economy<br />A wealth of information creates a poverty of attention<br />- Herbert Simon, 1971<br />
The three phases of the internet<br />Driver<br />Access<br />Speed<br />Social<br />Format<br />Video / Apps<br />Banners...
What has changed?<br />Google and the users<br />Upload videos<br />100%<br />Run a blog<br />Production:<br />2010: 47% <...
The explosion of content<br />140bn<br />10bn<br />Flickr<br />Getty <br />images<br />1bn<br />0bn<br />
Time spent with video content<br />A world of on demand<br />30 hours<br />On <br />demand<br />25 hours<br />20 hours<br ...
From destination to distribution<br />85%<br />85%<br />79%<br />80%<br />75%<br />75% <br />70%<br />Wave 3 (2008)<br />W...
: Liquid and Linked<br />http://www.youtube.com/watch?v=fiwIq-8GWA8&NR=1<br />
TV<br />Display<br />Outdoor<br />Awareness<br />15% (Push)<br />85% (Ongoing)<br />Interest<br />Interaction<br />Advocac...
Authenticity and identity <br />THE WILDERNESS DOWNTOWN<br />Cyper Lion Winners Grand Prix<br />
The Google story<br />New advertisers like Google are showing the industry a way forward<br /><<br />LIFE IN A DAY<br />LG...
Zooming in on engagement<br />Google and the users<br />Final destination 5 - Paramount<br />Network average<br />Numbers ...
An old college match… never settled<br />
Gatorade’s replay..!<br />Always on<br />Syndicate<br />Franchise<br />
'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’<br ...
<ul><li>150k applicants
12 months
Upcoming SlideShare
Loading in …5
×

Ad tech final draft v.2

688 views
646 views

Published on

Presentation from the recent Ad:tech 2011 conference in National Hall, London.

Videos obviously missing, and it deleted text on break slides when uploading, but content itself should be ok (except a few fades/backgrounds changing).

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
688
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • More video is uploaded to Youtube every month than the major US networks has created in their entire 60 year history
  • More video is uploaded to Youtube every month than the major US networks has created in their entire 60 year history
  • Ad tech final draft v.2

    1. 1. Reality TV and Brands<br />A fruitful conversation with consumers<br />
    2. 2.
    3. 3. It’s an attention economy<br />A wealth of information creates a poverty of attention<br />- Herbert Simon, 1971<br />
    4. 4. The three phases of the internet<br />Driver<br />Access<br />Speed<br />Social<br />Format<br />Video / Apps<br />Banners<br />Search<br />Aim<br />Performance<br />Awareness<br />Emotion<br />1995-2001<br />2002-2008<br /> 2009<br />
    5. 5. What has changed?<br />Google and the users<br />Upload videos<br />100%<br />Run a blog<br />Production:<br />2010: 47% <br />50%<br />2006: 28%<br />2010: 45% <br />0%<br />2006: 10% <br />Watch video<br />100%<br />2010: 84%<br />Visit social network<br />Publication:<br />2006: 30%<br />50%<br />2010: 79% <br />0%<br />2006: N/A <br />Comment & rate<br />100%<br />2010: 65% <br />Visit microblogs<br />Distribution:<br />50%<br />2006: 25%<br />2010: 33% <br />2006: 0% <br />0%<br />Source: UM, Wave 5 study, 2010<br />
    6. 6. The explosion of content<br />140bn<br />10bn<br />Flickr<br />Getty <br />images<br />1bn<br />0bn<br />
    7. 7. Time spent with video content<br />A world of on demand<br />30 hours<br />On <br />demand<br />25 hours<br />20 hours<br />15 hours<br />10 hours<br />2006-2010<br />2011-2016<br />2017-2022<br />Live <br />broadcast<br />5 hours<br />0 hours<br />Source: The diffusion group, 2010<br />
    8. 8. From destination to distribution<br />85%<br />85%<br />79%<br />80%<br />75%<br />75% <br />70%<br />Wave 3 (2008)<br />Wave 4 (2009)<br />Wave 5 (2010)<br />Visit to brand website in last 6 months!<br />Source: UM, Wave 5 study, 2010<br />
    9. 9. : Liquid and Linked<br />http://www.youtube.com/watch?v=fiwIq-8GWA8&NR=1<br />
    10. 10. TV<br />Display<br />Outdoor<br />Awareness<br />15% (Push)<br />85% (Ongoing)<br />Interest<br />Interaction<br />Advocacy<br />A deeper communication<br />
    11. 11. Authenticity and identity <br />THE WILDERNESS DOWNTOWN<br />Cyper Lion Winners Grand Prix<br />
    12. 12. The Google story<br />New advertisers like Google are showing the industry a way forward<br /><<br />LIFE IN A DAY<br />LG/Youtube<br />+80k clips<br />CHROME<br />It will get better<br />CHROME FASTBALL<br />Cyper Lion Winners Gold<br />ART PROJECT<br />Cyper Lion Winners Gold<br />CHROME SPEED TESTS<br />Cyper Lion Winners Gold<br /> 2010<br /> 2011<br />Search stories<br />Super Bowl 2010<br />GOOGLE DEMO SLAM<br />Cyper Lion Winners Silver<br />CHROME FAST<br />Cyper Lion Winners Gold<br />THE WILDERNESS DOWNTOWN<br />Cyper Lion Winners Grand Prix<br />
    13. 13. Zooming in on engagement<br />Google and the users<br />Final destination 5 - Paramount<br />Network average<br />Numbers based on +420.000.000 views from August 2010 – August 2011 <br />
    14. 14. An old college match… never settled<br />
    15. 15. Gatorade’s replay..!<br />Always on<br />Syndicate<br />Franchise<br />
    16. 16. 'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’<br />Trevor Edwards, <br />Vice President, Global Brand & Category Management - Nike<br />
    17. 17.
    18. 18. <ul><li>150k applicants
    19. 19. 12 months
    20. 20. +100 videos
    21. 21. Av. 5-6k Likes</li></ul>The Nike Academy franchise 2010/11<br />
    22. 22. Implications for planning<br />Every company is a media company<br />(and a media companythinks in stories and content)<br />Audience<br />Authenticity and identity<br />(meaningfulstorytelling in a connectedworld)<br />Content<br />Syndication to an on demand world<br />(The difference canbemeasured in engagement..!)<br />Media<br />It’s not about conversion it’s about persuasion <br />(Brand goals, action goalsorconversiongoals?)<br />Analytics<br />

    ×