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Content Innovation 2016 - Video Is Eating The Internet

The ability to create content has never been easier. Whether blogging, vlogging, film making, designing or publishing – technology, hardware, software and apps have made content creation accessible to all.

We will look at the proliferation of digital and social channels and how they have made it easier than ever for brands, media and creators to publish content and build a loyal ‘following’. Many of this new wave – whether emerging media publishers, influencers or content creators - are at the new cutting edge of creativity. But with so much content now out there, how can you find the good stuff? What learnings can we take and how this can help us as professionals to think outside of our traditional thinking to seek new ways to find and engage with audiences.

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Content Innovation 2016 - Video Is Eating The Internet

  1. 1. WHEN IDEAS COLLIDE NEW ONES BREAK FREE
  2. 2. HOW FAR HAVE WE COME IN 10 YEARS?
  3. 3. VIDEO CONTENT CREATORS 2006
  4. 4. IN JUST 10 YEARS 2016 Now anyone can easily access the tools to become a content creator and build an audience…
  5. 5. LOADS OF INNOVATION
  6. 6. VIDEO AUDIENCES IN 2006 TV ruled the roost, Apple iPhone was still a twinkle in Jobs’ eye Latest TV was the 46” Sony Bravia @ $8,000 Nokia N73 lanched Sept 2006 - $1,100 wi-fi was predicted to take of in coming years ADSL speeds from 1.5 Mbit/s/256 kbit/s to 8 Mbit/s/384 kbit/s
  7. 7. Most watched program on TV was Melbourne 2006 Commonwealth Games – Opening Ceremony on Ch9 - 3.6m viewers Highest rating episodic - Dancing with the Stars (Series 6 Grand Final) Ch7 2.2m viewers buys $1.65b has 12m global active users, the ‘poke’ is the no1 activity VIDEO AUDIENCES IN 2006
  8. 8. AUDIENCES IN 2016 Fully connected TV Android OS @ $2,500 Smartphones now offering video in anywhere, anytime. Wi-fi is ubiquitous and fibre has enabled speeds over 100mbits/secs We have come a long way in a very short time…
  9. 9. AUDIENCES IN 2016 Most watched program on TV was State of Origin Game 1 – Ch9 - 3.69m viewers 1.7b global active users, 156b video views in September 93.6b views globally in September and approx. worth $68b
  10. 10. VIDEO GROWTH IN AUS Iphone 6 launches Sept. 2014 Desktop Mobile Tablet Source: Nielsen Streaming Survey Aug 2016
  11. 11. THE RISE OF DIGITAL VIDEO AND MOBILE Digital video viewing has doubled on smartphones 2014-2016
  12. 12. CONSUMERS AS PARTICIPANTS Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively engaging with them.
  13. 13. WELCOME TO GENERATION C. The rise of the connected consumer
  14. 14. VIDEO IS EATING THE INTERNET 
 With all this video now available, there is a mass of data that can be used to help guide strategy and creative
  15. 15. Brand or Channel Optimisation / Audit Category or Industry Insights Audience Insights Programming Strategy Trending Content and Influencers
  16. 16. AUSTRALIAN BRAND CAMPAIGN CASE STUDY
  17. 17. WE REVIEW 
 MULTIPLE DATA SOURCES IN-DEPTH ANALYSIS INFORMED CONTENT STRATEGY & CREATIVE
  18. 18. @Sofles: Combined social reach of over 500,000 people.
  19. 19. WHATWE DELIVERED 1x30” NBAtv/online 1x30” NFLtv/online 1x30” X-Gamestv/online 1x90”tv/online montage 1x60”tv/online montage Instagram 15”Videoteaser 1x60” Behindthe Scenes 5 minute 'Making ofDocumentary’ 20 + stills forsocial media
  20. 20. We are seeing brands become publishers creating content their consumers fans, audiences want to see
  21. 21. We are seeing consumers become the brand and brands needing to follow to stay relevant
  22. 22. Zach King has a combined audience of 24.3m with 61m video views in September alone
  23. 23. We are seeing micro moments become a norm with the attention economy at play
  24. 24. We are seeing old rules of advertising being smashed Pushing the boundaries and preconceptions of what a campaign should look and feel like Pushing the boundaries and preconceptions of what advertising should be… Pushing the boundaries and preconceptions of what advertising should be…
  25. 25. And this is happening globally…
  26. 26. Even across pre-roll the game has changed to push creative boundaries within the attention economy
  27. 27. Gear innovation is driving massive content growth and opportunity 
 
 ie DRONES are now incredibly sophisticated shooting 4k at a low cost.
  28. 28. We are now seeing the emergence of the most immersive media type the world has ever seen in VR.
  29. 29. UNDERSTANDING THE DISTINCTION 360 Video vs VR vs AR
  30. 30. MARKET PREDICTIONS VR is set to be a $30-50b business in 2020 
 AR is expected to dwarf the VR market by 4x in 5 years. 
 
 Augmented Reality is set to be a $120b business by 2020 

  31. 31. 

“[VR]  has  the  poten/al  to   be  the  most  social  pla5orm   ever.  Immersive,  virtual  and   augmented  reality  will  be   part  of  people’s  daily  lives.”   
 
 Mark  Zuckerberg
 CEO  of  Facebook   DISRUPTIVE POTENTIAL OF VR/360 
 “Working  on  game   development,  we  always  try   to  create  a  new  kind  of   experience,  and  having  VR   technology  is  almost   unfair.”   
 Shuhei  Yoshia
 President  of  Sony  PS  Studios   “We’re  right  on  the  cusp  of   a  major  upheaval  of  the   entertainment  world  once   [VR]  technology  really  kicks   in.”  
 
 Peter  Jackson  
 Director  of  Lord  of  the  Rings   Trilogy   
 “I  can  only  do  so  many   concerts.  So  to  be  able  to   have  more  people   experience  them  through   VR...that  would  be  epic.”     Miley  Cyrus
 Singer  /  Songwriter   
 [VR]  is  a  percep/on  changer   for  any  adver/ser  that   wants  to  associate  with  a   new  fron/er  in  media.”  
 Mitch  Gelman
 VP  of  Product  for  Gannet  Digital   
“[VR]  is  going  to  be  really   important  for  educa/on   Because  kids  don’t  learn   best  from  reading  a  book  or   looking  at  a  chalk  board.”   
 Palmer  Luckey   Creator  of  the  Oculus  RiO Social Games Film EducationMusic Advertising 
“The  NBAs  VR  Film  of  the   2015/16  NBA  Finals  is  a   game  changer”
     Wired  Magazine   
“The  Fight  for  Fallujah  takes   people  into  the  heart  of  ISIS   figh/ng.”   New  York  Times Sport News
  32. 32. INDUSTRY PLAYERS REACT TO VR Hardware Platforms Media Brands
  33. 33. WHAT MAKES GREAT VIDEO CONTENT? Know your objectives Understand the audience Look at how they connect: tech, engage, share, content Find ways to innovate at the intersection Be bold and experiment
  34. 34. SO WHERE IS THE GOOD STUFF?
  35. 35. F I N D U S H E R E N O W W E C O L L I D E . T V N O W W E C O L L I D E T V N O W W E C O L L I D E _ T V

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  • GwendolynErvinPMPCSP

    Sep. 4, 2017

The ability to create content has never been easier. Whether blogging, vlogging, film making, designing or publishing – technology, hardware, software and apps have made content creation accessible to all. We will look at the proliferation of digital and social channels and how they have made it easier than ever for brands, media and creators to publish content and build a loyal ‘following’. Many of this new wave – whether emerging media publishers, influencers or content creators - are at the new cutting edge of creativity. But with so much content now out there, how can you find the good stuff? What learnings can we take and how this can help us as professionals to think outside of our traditional thinking to seek new ways to find and engage with audiences.

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