SXSW 2017 - Deep Dive Live Streaming Workshop For Promoters & Brands
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The presentation from the SXSW 2017 live streaming workshop presented by Kim Owens of Kaffeine Buzz, and John Petrocelli and Peter Kahn of Bulldog Digital Media. 2016 saw an explosion of live streaming content across ALL devices. Designed for promoters, event producers, brands, and agencies, this workshop presented how the increase in live streaming content is shifting consumers’ expectations at the same time the advertising model is changing and evolving, delved into the logistics of producing a successful live streaming event, and included case studies of live streaming VR that is paving the way for new immersive, co-created experiences and branded content. Listen to the full recording here: https://soundcloud.com/officialsxsw/deep-dive-live-streaming-workshop-for-promoters-sxsw-2017
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SXSW 2017 - Deep Dive Live Streaming Workshop For Promoters & Brands
- 5. #LivestreamingSXSW Age of the Content Creator One Content Marketing definition: “Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs.”
- 6. #LivestreamingSXSW Age of the Content Creator “Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.” Content Marketing Institute
- 7. #LivestreamingSXSW What Are People Passionate About?
- 8. #LivestreamingSXSW What Are People Passionate About? 93% of Millennials like brands the sponsor live events. 8 in 10 Millennials feel the most effective way to connect with them is through music. -”We Know Music Fans” Report, Momentum, AEG Presents
- 9. #LivestreamingSXSW Out with the Old Advertising
- 10. #LivestreamingSXSW Out with the Old Advertising 615 million active ad blockers YouTube dropping un-skippable 30-second ad spot
- 11. #LivestreamingSXSW Out with the Old Advertising US digital video ad spending is expected to grow 12% in 2017 and 9% in 2018. J.P. Morgan US programmatic video ad spending to increase substantially next year over 2016 levels. eMarketer
- 12. #LivestreamingSXSW Out with the Old Advertising
- 13. #LivestreamingSXSW Out with the Old Advertising
- 14. #LivestreamingSXSW Out with the Old Advertising World Federation of Advertisers revealed that large brands are reviewing contracts related to almost $3 billion of spend on programmatic advertising.
- 15. #LivestreamingSXSW Out with the Old Advertising The number of video viewers will have a compound annual growth rate (CAGR) of 2.6%. The number of pay TV viewers will decrease by a CAGR of 1.1%. - eMarketer
- 16. #LivestreamingSXSW Content Convergence ESPN has lost more than 15 million subscribers, “a decline that shows no signs of letting up.” “Changes coming to the network were not being driven by cost-cutting but by a desire to serve its audiences better,” Fortune. “Today’s fans consume content in many different ways and we are in a continuous process of adapting to change and improving what we do.”
- 19. #LivestreamingSXSW Content Convergence Television and Entertainment is device- based. Direct-to-Consumer Networks on the rise. Content everywhere. Attention is the new metric.
- 20. #LivestreamingSXSW The Rise of Branded Content BuzzFeed expected branded content and agency services to drive nearly all of its $250 million in revenue for 2016. Wall Street Journal Premium Branded Content will be a $20 Billion Market by 2021.
- 21. #LivestreamingSXSW The Rise of Branded Content Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
- 22. #LivestreamingSXSW Immersive Storytelling Promoters and Brands are in the Content & Story Telling Business. Creating stories for the fans, memories. Brands inserting themselves into those memories.
- 23. #LivestreamingSXSW Immersive Storytelling Vive Latino – Live Streaming Festival Three channels, 69 hours 20 Hours of VR, 20 Hours 360 – YouTube Live streaming on Twitter, Facebook
- 30. #LivestreamingSXSW Immersive Storytelling Levitation Festival, 30K attendance International attendees Sold 1,000 virtual tickets New Monetization Model
- 34. #LivestreamingSXSW Content Opportunities “More than 80% of millennials rank making the world a better place as a priority in their life, and they’re gravitating toward brands that live this vision,” Rob Candelino, Unilever.
- 35. #LivestreamingSXSW Content is the Present & Future Traditional Ad Model is Dead & Dying. All forms of entertainment are streaming to the device. Branded content opens new Attention opportunities for long-term relationships.
- 36. #LivestreamingSXSW Thank You! Kim Owens kowens@kaffeinebuzz.com kaffeinebuzz.com @kaffeinebuzz John Petrocelli, Peter Kahn john@bulldogdm.com, pkahn@bulldogdm.com bulldogdm.com @bulldogdm
Editor's Notes
- General Electric, Marriott Hotels, IBM, Intel, Xerox, Zillow, REI, across all verticals, both B2B and B2C – creating media hubs or acquiring them.
- http://www.adweek.com/digital/mastercard-is-embracing-the-internet-of-things-while-pulling-back-on-programmatic-advertising/
- https://www.emarketer.com/Report/US-Ad-Spending-eMarketers-Updated-Estimates-Forecast-20152020/2001915
- https://www.emarketer.com/Report/US-Ad-Spending-eMarketers-Updated-Estimates-Forecast-20152020/2001915 https://www.emarketer.com/Article/Four-Key-Things-Know-About-Digital-Video-Now/1015400?ecid=NL1001
- The third one is to make sure that we are eliminating, if not avoiding, things like ad fraud so that we’re only paying for the right things. For us, it’s very little [of a problem]. We stick to reputed sites. We don’t just go into programmatic and give a price point and buy everywhere. We have a whitelist so we said, ‘We want to [only] be on these sites,’ which really helps with mitigating if not eliminating ad fraud. http://www.adweek.com/digital/mastercard-is-embracing-the-internet-of-things-while-pulling-back-on-programmatic-advertising/
- http://www.cnbc.com/2017/01/31/procter-gamble-chief-marketer-slams-crappy-media-supply-chain.html
- Expected to lose 3 million subscribers a year. Disney CEO Bob Iger has downplayed the skepticism about ESPN, telling CNBC recently "there's way too much pessimism about ESPN, because ESPN is still in demand from three constituents you want to be in demand the most from. One – distributors. Two - consumers and three - advertisers.” YouTube and another that is coming soon from Hulu. ESPN is also launching its own streaming version at some point, although it won't have all of the network's content.
- 14 billion devices connected to the Internet to start 2017, two per person on average; by 2020, there will be 35 billion, or almost five per person on the planet (eMarketer).
- http://giveitanudge.com/the-state-of-native-in-2017/
- https://www.youtube.com/watch?v=P7n-GxJBw1k
- https://docs.google.com/document/d/18ygR3qMROoGhavgTnQSkT5xsNYxi-iHKpVaL8z1ag9E/edit
- https://www.forbes.com/sites/jefffromm/2017/01/31/how-unilever-is-winning-with-millennials-and-gen-z/#3ddd91f552fd