Think over video. Strategy for emerging media


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Think over video. Strategy for emerging media

  1. 1. THINK OVERVIDEOSTRATEGY FOR EMERGING MEDIA@luanamarmowww.mainstreaming.eudomenica 5 maggio 2013
  2. 2. We are in a state of convergence.CHANGEGREATPeople spends 2.7 hours per day in viewing video content on any deviceIn the third quarter of 2012 the americans have seen tv online seven hours a month, Nielsenestimates, percentage still far from 148 hours per month watchingTV but that is the traditional37% more than 2011domenica 5 maggio 2013
  3. 3. WILL NOT BE TELEVISEDTHE REVOLUTIONConnectedTv reached in the past year, significant attention,and it’s only set to continueThe BBC launched an updated version of its iPlayer forweb- connectedTVs, Sony and Opera teamed up toprovide web browsing capabilities on the platform.domenica 5 maggio 2013
  4. 4. “ZeroTV Homes ” are lovers of television content butadverse to theTV.5% of homes don’t fit Nielsen’s standard definition of a tv home67% of these cet their content on other devicesZERO TV HOMEdomenica 5 maggio 2013
  5. 5. CONSUMERTRENDSIN BROADCASTdomenica 5 maggio 2013
  6. 6. WHY CONNECTEDTVOnline video has grown significantly in recent years.YouTube has established a shared experience,  and now the video moves from the bedroom to the boardroom, raising the line of importance.With so much video content now available online, particularly viaYouTube, and SEO forvideo still in its infancy, video strategies have been slow to evolvedomenica 5 maggio 2013
  7. 7. MEDIA STRATEGYVIDEO STORYMAKETO GETThe new technologies are forcing media agency to reconsider their business models because theaudience is migrating away from traditional channels.The rapid growth of devices connected to the Internet is in fact adding a new dimension to advertising.For brands, online video has become an integrated component of the marketing mix; strategies focus on theeasiest and most cost-effective route to engage with the consumer, and in most cases this is now video-led.domenica 5 maggio 2013
  8. 8. ONLINE VIDEO INYOURCONTENT MARKETING MIXBrands need to think like publishers to build effective content streamsto a leading marketing results.domenica 5 maggio 2013
  9. 9. CONTENT MARKETINGBREAKTHE STRENGTH OF CONSUMERContent Marketing is multi-faceted,complicated to define, for this you need to go beyond the common strategies.BLA BLA BLABLA BLABLA BLABLA BLA BLABLA BLA BLABLA BLABLA BLABLA BLABLA BLAdomenica 5 maggio 2013
  10. 10. WANTS STORIESINTHE BROADEST SENSETODAY AUDIENCEABLE TO FEEDING DESIRESDigital Omnivores share the stories that interest them, and thereby influence other consumersto buy, share or interact with the content.domenica 5 maggio 2013
  11. 11. IDEAS FOR AEFFICACY CONTENT MARKETINGLoose your EGO Your brand and your products are not the real pointCreateValue Your consumer wants contentBe yourself Think about your values, your choicesTell a story Build engagement, attract your audienceChoose the right channel That is not just socialTratto da David Hallerman su eMarketerdomenica 5 maggio 2013
  12. 12. CONTENT ISTHE FUTURETHE AD IS YESTERDAYAttractive content are designed to complete, rather than replace offline advertising andonline. Ideally, the content can engage customers in a way that conventional ads can not,thus promoting loyalty and brand enhancement.domenica 5 maggio 2013
  13. 13. THINK FOR ALLWeb site are too busy doing advertising and miss opportunities to educate and enlighten potentialcustomers, but also to build a relationship with them that can pay off in the long run.domenica 5 maggio 2013
  14. 14. DESIGN FOR DISTRIBUTIONThe volume and the demographic profile of the people who access the online videochanges, organizations should experience a variety of online distribution strategies to suittheir marketing goals.domenica 5 maggio 2013
  15. 15. VIRAL DISTRIBUTIONAllows viewers to publish content in any point of the network with the acquisition of acode of publication, sharing via email, or by sending directly to a blog or social networkingsites like Facebook.The advantage of this strategy is to increase the speed at which content is shared anddiscovered by viewers, which can then be easily drawn back to your own website.domenica 5 maggio 2013
  16. 16. UNION MANAGEDCreate your own public network by selecting a set of trusted affiliates who pushyour content inside of their site.Relationship of associations of various kinds well managed can take many forms andcan range from small to important partner portalsdomenica 5 maggio 2013
  17. 17. MOBILE DISTRIBUTIONIt offers intelligent video content on three screens: personal computers, televisions andmobile devices, as well as social networks and websites of third parties.domenica 5 maggio 2013
  18. 18. IS NOT TVOn the web, the challenge has shifted to grab the attention to inform andeducate visitors through video content stimulating and effectiveWEBdomenica 5 maggio 2013
  19. 19. One of the main reasons for the existence of the network is to distributecontent, and the best content is most widespreadNETWORK VS BROADCASTdomenica 5 maggio 2013
  20. 20. In the future, connectedTV could see the "gamification" of advertising.TV in the house not only will supportTV content, but also support the gaming industryvery successful.GAME OVERdomenica 5 maggio 2013
  21. 21. REALTIMEChange the dimension of time.The contents can present two dimensions of time: a "real time" andanother "on demand"This leads to an important value the instant whenthe brand decides to talk and talk about something new.domenica 5 maggio 2013
  22. 22. EXCLUSIVE CONTENTThe creation of exclusive content increase and strengthen the loyalitydomenica 5 maggio 2013
  23. 23. ATTHE ENDNo one knows what will happen, and it is still too early to guess who will win.However, it is certain that the traditionalTV model will change.domenica 5 maggio 2013
  24. 24. THANKSLuana MarmoDigital Art Director @ Mainstreamingdomenica 5 maggio 2013