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Seminario di GoViral al Cannes Lions International Advertising Festival 2010
 

Seminario di GoViral al Cannes Lions International Advertising Festival 2010

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    Seminario di GoViral al Cannes Lions International Advertising Festival 2010 Seminario di GoViral al Cannes Lions International Advertising Festival 2010 Presentation Transcript

    • From  Hollywood  to   Madison  Avenue   “A  tale  of  fundamental   changes  in  adver:sing”   Cannes  Lions  2010  
    • 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  
    • Online  video  vs  other  medium  
    • The  rise  of  the  YouTube  genera:on  
    • The  evolu:on  of  video  formats  
    • YouTube    -­‐  the  :p  of  the  iceberg!   Source:  Comscore  Video  matrix  //  Techcrunch  
    • Online  adver:sing  by  format  
    • Video  improves  branding   Source:  Dynamic  Logic  &  Doubleclick  study,  June  2009  
    • Publishers  and  online  video   Source:  Brightcove  and  Tubemogul,  q1  2010  
    • 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  
    • How  does   engagement  look?   What  the  users  are  telling  us  
    • Consumers  play  the  game  
    • Engagement  =  ac:on  
    • Content  is  ‘king’   Tim  Armstrong,  2010               CEO  of  AOL  
    • The  old  walls  are  broken  down  
    • A  typology  of  online  video   3  ways  to  get  a  brand  involved…  
    • The  ‘video’  funnel  
    • The  sponsored  model   ‘X-­‐sessions’  
    • The  sponsored  model   Sponsor  premium  content  –  music,  sport  etc.   Sponsor  premium  content                                                  (68  videos)  
    • Connect  to  a  music  audience   Access  to  a  lot  of  quality  content   Adding  legi:macy  and  aspira:on  
    • The  branded  content  model   ‘Chrome  Speed  Test’  
    • Produce  narra:ve  stories  around  brand  values   (100s  of  videos  in  mul:ple  channels)  
    • 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  
    • The  product  model     ‘Apple  Ipad’
    • Produce  narra:ve  stories  around  product  values   (19  videos)  
    • Let  the  product  be  the  star   Informa:on  can  be  as     valuable  as  entertainment   The  brand,  the  products  &  the  people  
    • Making  a  ’difference’  
    • Nokia’s  approach  to  content   Embracing  online  for  branding  
    • 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.  
    • A  Chinese  icon  
    • N96:  The  sponsored  model   ’N96  Ninja  -­‐  2006‘  
    •         Crea:ng  our  own  narra:ves,  rela:ng  to  the  world  around  us  
    • N8:  The  Brand  model   ’N8  Fossball  –  2010’    
    • Presen:ng  a  product     doesn’t  have  to  be  boring  
    • N8:  The  Product  model   ’  N8  Design’  
    • User  learnings   Paid             Media   Owned     Earned     Media Media   Distribu:on   Opinion   18   134   105   655   Viewing  paperns   Sharing  and  CTR  
    • 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)  
    • Why  agencies     should  worry   from  30sec  spots  to  partnerships  
    • Agencies  lose  monopoly  on  content    
    • The  driving  forces   Partnerships   Partners   +   -­‐   AdverCsers   Media  budget   Audience  &  Content   Media  companies   Audience   Media  &  Content   Content  creators   Content   Audience  &  Media  
    • 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  
    • 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  
    • Premium  content  des:na:on  launched  in  Dec  2009   April  2010:  44mil  UU,  350mil  streams   -­‐  Source:  Comscore  video  matrix   The  Music  industry  
    • 4  world  records   ‘Stratos  project  -­‐  2010  (ongoing)’  
    • Partnerships  between  brand,  tech  and  media  
    • The  evolu:on   1984   2010   Lead  brand  spot   Full  funnel  strategy   From  30  secs  to  full  funnel  content  strategies  and  sourcing  content   through  partnerships  
    • The  future  of  content   …is  more  for  less  
    • Froms  ads  to  content  
    • The  road  ahead…   Expand  own  capabili:es  to   cover  full  funnel  and   planning/media   Partnerships  to  supply  own   capabili:es  in  key  areas  
    • 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  
    • “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