1) The document discusses trends in digital advertising and content marketing that are putting pressure on brands to scale up their content production, such as the growth of mobile usage and the Facebook/Google duopoly. 2) It then presents a framework for scaling content production through establishing a consistent visual identity, implementing rapid ideation processes, and developing scalable production models either using owned internal resources or distributed external networks. 3) Examples are given of how brands like L'Oreal and Marriott have successfully used this framework to produce large volumes of customized visual content across different platforms.

1. Scaling Branded Content
Grant Munro (founder of FlashStock- acquired by Shutterstock)
SVP , Custom Content @ Shutterstock
@gmunro123

2. Incredible content.
One platform.
Endless possibilities.

3. Agenda
1. Trends
2. How to scale
3. Q&A

4. 3:43 Average daily time spent on mobile
by American internet users
$129.3B
Projected 2019 digital ad spend in
the U.S.
150+ Average times a day smartphone
users check their phone,
worldwide
Mobile phone addiction
Source: eMarketer

5. Individuality at scale: homogeny no longer rules

6. Facebook + Google Duopoly
60%Combined share of digital ad revenues
1in5Digital ad dollars spent on Facebook

7. Lack of first party data shifts focus to reach and engagement
252
456
456
684
720
732
792
972
972
1764
2064
American Apparel
M&S
Starbucks
Veuve Clicquot
Welst Elm
TOMS
Red Bull
Victoria's Secret
BMW
Maybeline NY
Mercedes-Benz
*Yearly number calculated using data from last 30 days
Source: iconosquare
Instagram posting
frequency per year

8. Explosion of mobile
Digital Duopoly
Trends summary
Individuality at Scale

9. Industry trends putting pressure on Advertising
Now, 4 pieces has turned into 4000;
8 months has changed to 8 days; and budgets have
not gone up.”
- Brad Jakeman, President
“
Providing and maximizing ROI
Working vs non-working
Squeeze on cost (procurement)
Capability in-sourcing
Trust in agency transparency
Direct to creator
Centralization of production

10. Custom
Full production
Maximum control
Large production team
Ready-to-use stock
Quality and quantity
Immediate turnaround
Premium stock
High-end look
Lifestyle focus
Stock
Med/High Production
High level of control
Frequent distribution
Production sits at the collision point of strategy and execution

11. Emarketer Sept 2017
Leading Challenges with Content Production According to US
Marketers, Sep 2017 (% of respondents)
1.10%
1.80%
3.30%
11.10%
12.90%
20.70%
23.30%
25.80%Creating content
Scaling content
Consistency
Writing
Creating visual assets
Repurposing content
Generating ideas
Editing
“But it’s hard to create content and we need a lot of it”
Emarketer Sept 2017
Change in Amount of Content Created in the Past 5
Years According to US Creative Professionals

12. Content Scale Framework

13. Visual Identity

14. Content Scale Framework:
1. Visual identity
2. Rapid ideation
3. Scalable production
Differentiated
amongst competitive set
Consistent
look and feel

15. @subway
Inconsistent

16. Undifferentiated

17. Identities of sub-brands have defined
look and feel, enabling content
creation at scale.
Defining L'Oréal

18. Composition
Angle Top Down
Depth of Field Shallow
Lighting
Levels Bright
Type Natural Light
Attributes
Tone Warmer
Saturation Saturated
Environments
Surfaces Bright
Indoor Luxury home
Input Output
Calibration
L'Oréal: Inputs and outputs

19. L'Oréal: Consistency and Differentiation

20. Branding: fully visible
Environments: Marble, tile

21. Light: Natural
People: Partially Visible

22. Composition: Shallow depth of field
Angle: Eye-level

23. Rapid Ideation

24. Generate ideas
quickly
Short sprints, test
and learn
Rapid Ideation– new process, new sources, new rules
New Sources
Agile
Less Rules
Less restrictive brand
guidelines, fun and
serious
Distributed vs linear,
data, trends,
crowdsourcing,
existing assets

27. Real World (Zine Culture)

29. Real World (Yesterday’s Tomorrow)

31. Real World (Hypnotic)

32. An image can help provide visual
interest to your written content.
Insert an image and align
it with this grey rectangle.
Optimize content for mobile by
transforming long-form to
mobile-specific formats.
1. Create
2. Test & iterate
3. Allocate ad dollars

33. We transformed this 2 minute TV spot...
Video has been sped up for presentation purposes.

34. ….into these formats that work on social

35. …which informed the creation of these new Shutterstock Custom assets.

36. Scalable Production

37. Owned Model
Step 1
Step 2
Step 3
60’Owned internal resources
& process
Distributed Model
Platform
Creative Scale
Consistency
Resource Management
Bundling
Workflows
Standardization
Scaling content creation requires new production models
CreatorBrand
Value
3’
3’ 3’
3’
Distributed network and software to scale

38. An image can help provide visual
interest to your written content.
Insert an image and align
it with this grey rectangle.
Marriott needed to raise awareness of its
rewards program with millennials, focusing
on experiences around its properties.
+125 Instagram Stories
+760 videos, boomerangs and photos
130 creatives worldwide
80 destinations across 30 countries
+7.2 MM organic views
Swipe through booking
Scaling Production

40. Scaling Production:
Supporting its World Water Day initiative,
Tupperware wanted to showcase the global
problem with water bottle consumption.

42. Final thoughts
Rethink production principles
Build and test often
Don’t wait for perfection

43. Grant Munro
SVP, Custom
Shutterstock
gmunro@shutterstock.com
@gmunro123
shutterstock.com/custom