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What's Next: What Lies Ahead in Network Innovation

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Speakers: Kyle Bunch, R/GA; Jacee Scoular, Hollister; Dave Perry, VH1

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What's Next: What Lies Ahead in Network Innovation

  1. 1. What’s Next What Lies Ahead in Network Innovation
  2. 2. #SFsummit Meet the Panelists Jacee Scoular Brand Manager Hollister Co. @jcscooler Dave Perry VP, Future TV + Cross-Platform Innovation VH1 @dmperry Kyle Bunch Managing Director, Social R/GA @kylebunch 2 YOUR HOST TODAY:
  3. 3. #SFsummit 3 What’s Next? • Sneak Preview • Social Innovation • The Evolution of TV Engagement
  4. 4. #SFsummit Sneak Preview 4 with your host: Kyle Bunch
  5. 5. #SFsummit 5 What lies ahead?
  6. 6. #SFsummit Content Connection Commerce
  7. 7. #SFsummit 7 The future of content is more.
  8. 8. #SFsummit 8 The future of content is more networks.
  9. 9. #SFsummit 9 The future of content is more formats.
  10. 10. #SFsummit The future of content is more formats. 10
  11. 11. #SFsummit The future of content is more formats. 11
  12. 12. #SFsummit The future of content is more formats. 12
  13. 13. #SFsummit The future of content is more formats. 13
  14. 14. #SFsummit The future of content is more partners. 14
  15. 15. #SFsummit The future of content is more partners. 15
  16. 16. #SFsummit The future of content is more partners. 16
  17. 17. #SFsummit The future of content is more partners. 17
  18. 18. #SFsummit The future of content is more partners. 18
  19. 19. #SFsummit The future of content is more partners. 19
  20. 20. #SFsummit The future of content is more partners. 20
  21. 21. #SFsummit The future of content is more partners. 21
  22. 22. #SFsummit The future of content is more partners. 22
  23. 23. #SFsummit The future of content is more partners. 23
  24. 24. #SFsummit Content Connection Commerce
  25. 25. #SFsummit The future of connection is better. 25
  26. 26. #SFsummit 26 The future of connection is BETTER SERVICE.
  27. 27. #SFsummit The future of connection is better communications. 27
  28. 28. #SFsummit The future of connection is better experiences. 28
  29. 29. #SFsummit The future of connection is better experiences. 29
  30. 30. #SFsummit The future of connection is better experiences. 30
  31. 31. #SFsummit The future of connection is better experiences. 31
  32. 32. #SFsummit Content Connection Commerce
  33. 33. #SFsummit The future of commerce is right now. 33
  34. 34. #SFsummit The future of commerce is dresses right now. 34
  35. 35. #SFsummit The future of commerce is backpacks right now. 35
  36. 36. #SFsummit The future of commerce is watches right now. 36
  37. 37. #SFsummit The future of commerce is giving right now. 37
  38. 38. #SFsummit The future of commerce is pizza right now. 38
  39. 39. #SFsummit The future of commerce is everything right now. 39
  40. 40. #SFsummit The future of commerce is everything right now. 40
  41. 41. #SFsummit The future of commerce is everything right now. 41
  42. 42. #SFsummit And I mean everything.
  43. 43. #SFsummit Content Connection Commerce
  44. 44. #SFsummit More. Better. Right Now.
  45. 45. #SFsummit Social Innovation 45 Jacee Scoular Brand Manager Hollister Co.
  46. 46. #SFsummit Social Innovation 46
  47. 47. #SFsummit Social Innovation 47 Emerging Platforms
  48. 48. #SFsummit Social Innovation 48 Emerging Platforms
  49. 49. #SFsummit Social Innovation 49 First / Best / Only SPONSORED LIVE STORY (BLACK FRIDAY) BRANDED GEO-FILTER (CHAIN) HIGH SCHOOL GEO-FILTER (US/CAN)
  50. 50. #SFsummit Social Innovation 50 First / Best / Only INSTAGRAM ADS INSTAGRAM CAROUSEL ADS
  51. 51. #SFsummit Social Innovation  Brand Alignment  Customer Insight  Objectives  Content + Creative  Expectations (Risks)  Funding + Resources  Reporting 51 Checklist
  52. 52. #SFsummit The Evolution of TV Engagement 52 Dave Perry VP, Future TV + Innovation at VH1
  53. 53. #SFsummit Television is a community experience 53 For 50 Years: • People watched with family • Next day, “Water Cooler” talk Everything was right in the world
  54. 54. #SFsummit And then things changed... 54 In 1999, TiVO hit the Market • TV on your schedule • Live TV (ratings) under assault Things were looking bleak…
  55. 55. #SFsummit But then, came a little Birdie… 55 Launched in 2006, Twitter hailed as “Savior of Live TV” • Made TV fun again • TV FOMO Everything was right in the world, again. Until...
  56. 56. #SFsummit Everything went to hell… 56 The TV timeline exploded • Consumption Disruption • Community dissolved
  57. 57. #SFsummit People still crave community 57 • TV Chatter is high, but starting to fade • “Event TV” & Sports is still massive • TV drives social, & social (possibly) drives TV HOWEVER...
  58. 58. #SFsummit People want freedom 58 What we want, when we want it • 53% of TV is watched time-shifted* • 76% of homes use SVODs *http://www.mediapost.com/publications/article/247581/time-shifted-tv-is-the-default.html *https://www.benton.org/headlines/76-percent-homes-have-dvr-netflix-or-use-video-demand
  59. 59. #SFsummit TV is at an “engagement cross-roads” 59 • How do you drive engagement with no consistent timeline? • How do you make TV Social again?
  60. 60. #SFsummit At VH1, we took on the Mob 60 VH1 wanted to engage the entire audience • 46% of Mob Wives watched time-shifted • Historically social show, vocal fan base
  61. 61. #SFsummit “DVR Proof” engagement 61 • Partnered with Shazam • Designed for time-shifting • All platforms, all timeframes Let’s take a look...
  62. 62. #SFsummit
  63. 63. #SFsummit An “untapped” audience 63 • People engaged days, weeks, months later • Untapped audience = new opportunities • Data, data, data
  64. 64. #SFsummit What’s next? 64 • Develop engagement tailored to audience behavior • Use every tool, platform, community available • Leverage research, intuition, and calculation to strategize
  65. 65. #SFsummit 65 The best way to predict the future is to create it… ABRAHAM LINCOLN
  66. 66. #SFsummit Thank You
  67. 67. Q&A Time Dave Perry VH1 @dmperry Jacee Scoular Hollister Co. @jcscooler

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