Your SlideShare is downloading. ×
Seminario di GoViral al Cannes Lions International Advertising Festival 2010
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Seminario di GoViral al Cannes Lions International Advertising Festival 2010

737

Published on

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

No Downloads
Views
Total Views
737
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. From  Hollywood  to   Madison  Avenue   “A  tale  of  fundamental   changes  in  adver:sing”   Cannes  Lions  2010  
  • 2. Agenda   1 The  state  of  media 2 How  does  engagement  look? 3 A  typology  of  online  video 4 Nokia’s  approach  to  content 5 Why  agencies  should  worry   6 The  future  of  content  
  • 3. Online  video  vs  other  medium  
  • 4. The  rise  of  the  YouTube  genera:on  
  • 5. The  evolu:on  of  video  formats  
  • 6. YouTube    -­‐  the  :p  of  the  iceberg!   Source:  Comscore  Video  matrix  //  Techcrunch  
  • 7. Online  adver:sing  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  ‘cri:cal  mass’   86m   112m   114m   116m   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  =  ac:on  
  • 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  legi:macy  and  aspira:on  
  • 21. The  branded  content  model   ‘Chrome  Speed  Test’  
  • 22. Produce  narra:ve  stories  around  brand  values   (100s  of  videos  in  mul:ple  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  narra:ve  stories  around  product  values   (19  videos)  
  • 26. Let  the  product  be  the  star   Informa:on  can  be  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  Evolu:on   2000-­‐2007   2008   2009-­‐2010   Nokia  is  slowly  moving  to   Nokia  get’s  first  real   Nokia’s  crea:on  teams  are   digital,  but  remains  largely   online  video  success  with   adop:ng  increasingly   tradi:onal  in  choice  of   “Get  out  and  play”  and   strategic  models  for   formats   “Bruce  Lee  ping  pong”   working  with  content  and   gathering  5-­‐10mil  views   distribu:on.  
  • 30. A  Chinese  icon  
  • 31. N96:  The  sponsored  model   ’N96  Ninja  -­‐  2006‘  
  • 32.         Crea:ng  our  own  narra:ves,  rela:ng  to  the  world  around  us  
  • 33. N8:  The  Brand  model   ’N8  Fossball  –  2010’    
  • 34. Presen:ng  a  product     doesn’t  have  to  be  boring  
  • 35. N8:  The  Product  model   ’  N8  Design’  
  • 36. User  learnings   Paid             Media   Owned     Earned     Media Media   Distribu:on   Opinion   18   134   105   655   Viewing  paperns   Sharing  and  CTR  
  • 37. Implica:ons  for  ’our’  agencies   Media   Online  video  is  moving  from  tac:cal  to  strategic   (content  for  both  earned,  bought  and  earned)   Audience   One  lead  piece  is  not  enough  to  sa:sfy  users   (A  dandelion  approach  to  content)   Content   Crea:ve  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   Partners   +   -­‐   AdverCsers   Media  budget   Audience  &  Content   Media  companies   Audience   Media  &  Content   Content  creators   Content   Audience  &  Media  
  • 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  produc:on  companies  
  • 42. Hollywood’s  product  love   Product  placement  and  integra:on  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  des:na:on  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  evolu:on   1984   2010   Lead  brand  spot   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  capabili:es  to   cover  full  funnel  and   planning/media   Partnerships  to  supply  own   capabili:es  in  key  areas  
  • 50. The  “evolu:on”  of  a  giant…   1960-­‐2005   2005-­‐2006   2007-­‐2010   Unilever  perfects   Simon  Clis  takes  over  as   In  the  motherhood  sets  the   tradi:onal  TV  adver:sing,   Unilever  CMO  and  Dove’s   standard  for  branded   beginning  with  their  1961   “Evolu:on”  marks  the   entertainment.  Mul:ple  projects   OMO  Cannes  Lion   start  of  a  branded   follow.  Unilever  named   content  era.   adver:ser  of  the  year  2010  
  • 51. “I  would  certainly  single  out  the  task  of  getng  our  brand  messages   heard  in  an  environment  of  breathtaking  media  fragmenta:on.  We   may  be  ahead  of  our  compe:tors,  but  we’re  most  definitely  behind   consumers.  This  internet  thing  is  much  bigger  and  more  interes:ng   than  just  finding  successors  to  TV  adver:sing.  “   -­‐  Simon  Clis,  outgoing  Unilever  CMO  

×