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Ad tech final draft v.2
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Ad tech final draft v.2

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

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).

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  • 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 Ad tech final draft v.2 Presentation Transcript

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