OgilvyEntertainment creates compelling narratives that fuel deeper connections between brands and consumers.
In Forces of Change & The Importance of Narrative, President Doug Scott explores how disruptive innovation is driving new forms of content, creativity and engagement. While "storytelling" may be the latest trend, narratives have no limits in today's transmedia world. The state of play has shifted and the key is to activate deep content experiences driven by the power of NARRATIVE.
10. TIME SHIFT
FROM PRIMETIME
TO ON DEMAND
• The average American spends more than 41 hours
each week engaging with content across all screens
• The rate of daily mobile media consumption is two
hours and 22 minutes - five times higher than in 2010.
• Over 6 billion hours of video are watched each month
on YouTube - that’s almost an hour for every person on
Earth and 50% more than last year.
11. SCREEN SHIFT
FROM SHARED SCREEN
TO TV EVERYWHERE
• The U.S. has more than 5 million “Zero TV” homes
and 67% of these homes get content on other devices
12. SOCIAL SHIFT
FROM LEAN BACK
TO LEAN IN
• There are more than 850 million monthly active Facebook users.
• There are over 800 million social interactions around TV programs on
their air date.
• In 2012, 17 billion location-tagged posts and check-ins were logged.
• Each day, Twitter users send over 400 million tweets.
• More than 5 million photos are uploaded to Instagram each day.
15. REACHING CONSUMERS IS
A MOVING TARGET.
More than 1.4 billion
people use social
networks.
Consumers
spend 10.7 hrs
per day with all
forms of media.
83% of tablet
owners use the
device while
watching TV.
The App economy is said
to be worth $25 billion.
67 million iPads were
sold in 2011 and 2012.
12% of internet traffic
comes from mobile.
16. THE MEDIA LANDSCAPE
CONTINUES TO EVOLVE.
Internet advertising
hit $99 billion in 2012.
67% of consumers
use a smartphone.
80% of
households have
laptop computers.
4 out of 10 people
check social
networks while
watching TV.
72 hours of video are
uploaded to YouTube
every minute.
Global e-commerce
sales will top $1.25
trillion by 2013.
“By the end of the
decade, everyone on
Earth will be connected.”
- Eric Schmidt
18. CREATE
CONTENT CONNECTING WITH CONSUMERS IN THEIR
MOST RECEPTIVE STATE
TECHNOLOGY ENABLES BRANDS TO...
LEVERAGE
MULTIPLE PLATFORMS ACROSS OWNED, EARNED
AND PAID MEDIA CHANNELS
ACCESS
REAL-TIME DATA SHOWING
HOW CONSUMERS INTERACT
WITH THEIR MESSAGING
19. CONSUMERS ARE CONDITIONED...
LIKE PAVLOV’S DOGS
TO CONSUME CONTENT BASED
ON BEHAVIORAL TRIGGERS...
DRIVEN BY
ON DEMAND MICRO CONTENT
20. THE NEW REALITY
People have a growing appetite for
experiences allowing them to delve
deeper into NARRATIVES. Not just linear
stories but ongoing narratives that mix
with and enhance everyday life.