Company meeting may 2013


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  • There's more than a mob gathering at YouTube. The company recently announced it achieved 1 billion monthly users. Users are now watching 50 percent more videos than last year. Among channels that attract 100,000 subscribers, most do so in just three months. In 2010, the average path to 100,000 subscribers was 15 months. Despite those impressive numbers, YouTube is seen by many as a video search engine, or the place they watch that Gangnam Style link their friend sent them. Subscribing to channels, watching YouTube videos as one's core entertainment, is a ways off for mainstream consumers. But just wait, argues Robert Kyncl, vp, global head of content. "The younger generation ’s consuming behavior is completely different," he says. And the media business is completely different, too. Kyncl likes to draw charts to illustrate his vision. In the past, he explains, most content creators were wholesalers who had to deal with all sorts of middlemen, distributors and retailers. Those players, from Comcast to Walmart, wielded tremendous power and kept the system closed. A platform that is just like cable, says Steven Kydd, co-founder of Tastemade, which fashions itself as something of a next-gen Food Network. The startup, backed by $5 million in venture capital from Redpoint Ventures as well as YouTube, has built three gorgeous kitchen sets in the old Toms Shoes factory in nearby Santa Monica. Tastemade exemplifies the direction in which YouTube believes content is headed. Awesomeness TV is another. Founder Brian Robbins, a former actor, has produced hits like The Amanda Show and Smallville. He's now programming a host of short-form series aimed at tweens and teens (including talk shows like IMO) and has eight scripted series in the works. "I remember last year at the upfront, they were promising advertisers they were selling us on 17 million views for the year," says Robbins. "We're gonna be at 100 million views by the time May 1 comes around, and that won ’t even be a year.
  • Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?”  The basic concept of a growth hacker is to focus on user growth for startups through innovative marketing techniques that aren ’t necessarily via traditional marketing thought or strategy.  In fact, the more traditional marketing exposure a growth hacker has, the worse and more clouded they might be at creating an innovative solution.  The best growth hackers are a couple years out of school that have a coding background and are insanely curious and motivated to find new techniques and ways to drive user growth. So to summarize: For the first time ever, superplatforms like Facebook and Apple uniquely provide access to 10s of millions of customers The discipline of marketing is shifting from people-centric to API-centric activities Growth hackers embody the hybrid between marketer and coder needed to thrive in the age of platforms Airbnb has an amazing Craigslist integration
  • is a web advertising method in which the advertiser attempts to gain attention by providing valuable content in the context of the user's experience; it is similar in concept to an advertorial, which is a paid placement attempting to look like an article. A native ad tends to be more obviously an ad than most advertorials while still providing interesting or useful information. [1] The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it. [
  • 9 out of our last 10 new biz pitches have been driven by and RFP or RFI. They are monitoring every step of the marketing process.
  • Ahead of our time on Account for 50% of FB news content Instagram 40 mm photos every day Facebook bought facial recognition for $100MM – target ads based on facial expressions
  • Half worlds population lives in urban areas By 1990, less than 40% of the global population lived in a city, but as of 2010, more than half of all people live in an urban area. By 2030, 6 out of every 10 people will live in a city, and by 2050, this proportion will increase to 7 out of 10 people.
  • Nielsen ’s fourth-quarter cross-platform report counted more than 5 million "zero-TV" households in 2012, up from just over 2 million as recently as 2007. Those are small numbers given the 110 million TV household universe. More than 90 percent of American households pay for TV, according to Nielsen. But by the end of the year, an estimated 4.7 million American households that previously paid for TV will have cut the cord, or about 4.7 percent of all subscribers, up from about 3.74 million in 2012, according to a recent report by the Convergence Consulting Group, a Toronto-based firm. Though Hastings calls the linear TV model "ripe for replacement" in an 11-page manifesto, even he doesn't think Netflix will be the only game in town. "TV Everywhere will provide a smooth economic transition for existing networks," he predicts. “The same consumer who today finds it worthwhile to pay for a linear TV package will likely pay for a 'linear plus apps’ package.” Netflix announced on an earnings call that it had passed Time Warner powerhouse HBO in subscriber numbers for a total of 36 million U.S. customers (it was big news when the service passed 10 million subscribers in 2009). TV Everywhere isn't one particular service. Rather, it ’s more of a rallying cry—a call to all networks and MVPDs to put their content into a VOD package just as friendly and intuitive as Netflix, with more big-ticket programs and movies, and full ad support. Ads are, admittedly, a sticking point. It’s much harder to measure digital viewing than TV viewing, and it’s hard to make sure shows are being watched by someone who actually pays the cable bill.
  • The increased complexity of the job has made CMOs more fulfilled, challenged and respected, resulting in a big shift in how long they stick around. Martine Reardon, who became CMO at Macy's in 2012 and served as exec VP-marketing for three years before that, stressed that the wealth of information about purchase intent and consumer habits available to marketers, particularly to retail CMOs, means there's more institutional knowledge at stake when a CMO jumps ship. As a result, many CMOs are now working together with technology chiefs to not only transform how companies engage customers, but how they evolve their business models."
  • Company meeting may 2013

    1. 1. The Top 10 Cool of 2013
    2. 2. YouTube Content Creators
    3. 3. Independent Filmmakers
    4. 4. Growth Hackers
    5. 5. Growth Hackers
    6. 6. Programmatic Buyers
    7. 7. Native Advertisers
    8. 8. Native Advertisers
    9. 9. Native Advertisers
    10. 10. Procurement Peeps
    11. 11. Amateur Photographers
    12. 12. Urbanites
    13. 13. Cord Cutters
    14. 14. CMOs