Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content blender stephen blackwell

1,159 views

Published on

Stephen Blackwell

  • Be the first to comment

  • Be the first to like this

Content blender stephen blackwell

  1. 1. GOOD MORNING
  2. 2. MIMA SAVE THE BEST FOR LAST
  3. 3. WHICH IS WHY I AM ON FIRST
  4. 4. MY NAME IS STEPHEN BLACKWELL
  5. 5. MY NAME IS STEPHEN BLACKWELL CEO + FOUNDER OF DEATH AND TAXES
  6. 6. MY NAME IS STEPHEN BLACKWELL CEO + FOUNDER OF DEATH AND TAXES CEO OF SPINMEDIA
  7. 7. MY NAME IS STEPHEN BLACKWELL CEO + FOUNDER OF DEATH AND TAXES CEO OF SPINMEDIA HAVE ALREADY HAD TWO MIMOSAS
  8. 8. WANTED TO TELL YOU ABOUT MY COMPANY
  9. 9. AND WHY I AM HERE
  10. 10. 10 SPINMEDIA //
  11. 11. 11 SPINMEDIA // 25M+ COVETED 18 -34 AUDIENCE
  12. 12. 12 SPINMEDIA // 25M+ COVETED 18 -34 AUDIENCE ENGAGING CONTENT
  13. 13. 13 SPINMEDIA // 25M+ COVETED 18 -34 AUDIENCE ENGAGING CONTENT POWERFUL BRANDS
  14. 14. SO BECAUSE OF THIS I AM SOMEWHAT OF AN EXPERT ON YOUR FAVORITE SUBJECT
  15. 15. MILLENNIALS
  16. 16. YAAAY
  17. 17. OR AS THEY’D PUT IT
  18. 18. ANYWAY, SOMEHOW A GENERATION
  19. 19. THAT DRINKS ROSÉ IN INDUSTRIAL VOLUMES
  20. 20. AND SHOW UP TO WORK AT 10AM
  21. 21. (SERIOUSLY, THIS IS MY OFFICE AT 9:30AM)
  22. 22. SOMEHOW THEY’VE BECOME THE LARGEST BUYING BASE EVER
  23. 23. $200B IN 2017
  24. 24. (THAT’S A LOT OF ROSÉ)
  25. 25. WHAT’S UP WITH THESE GUYS?
  26. 26. WHAT’S UP WITH THESE GUYS? PRINT PASSIVE
  27. 27. PRINT PASSIVE WHAT’S UP WITH THESE GUYS? TV AGNOSTIC
  28. 28. PRINT PASSIVE WHAT’S UP WITH THESE GUYS? TV AGNOSTIC ALMOST ENTIRELY MOBILE
  29. 29. LET’S START WITH TV - DOWN 33%
  30. 30. LET’S START WITH TV - DOWN 33% 0 5.75 11.5 17.25 23 2012 2013 2014 2015 2016 HOURSWATCHED
  31. 31. STREAMING - AVG 22% YOY INCREASE
  32. 32. STREAMING - AVG 22% YOY INCREASE 0 17.5 35 52.5 70 HBO GO HULU NETFLIX AMAZON INMILLIONS
  33. 33. THERE ARE 74M MILLENNIALS TRACKED IN COMSCORE
  34. 34. 70% 10% 20% MOBILE DESKTOP BOTH
  35. 35. WITH ALL THIS MOBILE ACCESS EXPERIENCE MATTERS MORE THAN EVER
  36. 36. 1 IN 2 MILLENNIALS ATTENDED A MUSIC FESTIVAL IN 2016
  37. 37. IBIZA
  38. 38. > IBIZA
  39. 39. > IBIZA CAR PAYMENT
  40. 40. BECAUSE THEY’VE CREATED AN EXPERIENCE ECONOMY
  41. 41. HOW TO REACH?
  42. 42. HOW TO REACH? DISPLAY MEDIA?
  43. 43. HOW TO REACH? DISPLAY MEDIA? BRANDED CONTENT?
  44. 44. HOW TO REACH? DISPLAY MEDIA? BRANDED CONTENT? SOCIAL INFLUENCE?
  45. 45. HOW TO REACH? DISPLAY MEDIA? BRANDED CONTENT? SOCIAL INFLUENCE? EXPERIENTIAL?
  46. 46. ALL, DUDES
  47. 47. BECAUSE THEY CONSUME CONTENT IN SO MANY WAYS
  48. 48. BECAUSE THEY CONSUME CONTENT IN SO MANY WAYS THERE IS NO RIGHT WAY TO REACH THEM
  49. 49. BUT THAT DOESN’T MEAN YOU CAN’T DO IT WRONG
  50. 50. SO I WANTED TO DIVE IN ON THESE ASPECTS
  51. 51. WE’RE ALL INSIDE THE CONTENT BLENDER
  52. 52. FEEL FREE TO
  53. 53. FEEL FREE TO INTERRUPT ME
  54. 54. FEEL FREE TO INTERRUPT ME DISAGREE WITH ME
  55. 55. FEEL FREE TO INTERRUPT ME DISAGREE WITH ME INTRODUCE ME TO YOUR MEDIA PLANNERS
  56. 56. DISPLAY
  57. 57. DISPLAY
  58. 58. DISPLAY IT’S PRETTY EFFECTIVE
  59. 59. DISPLAY IT’S PRETTY EFFECTIVE IT CAPTURES OUR IMAGINATION
  60. 60. DISPLAY IT’S PRETTY EFFECTIVE IT CAPTURES OUR IMAGINATION BUT ITS PLANS USUALLY GET THWARTED
  61. 61. WE BUILD BEAUTIFUL CREATIVE BUT…
  62. 62. WE BUILD BEAUTIFUL CREATIVE BUT… THERE’S UNDER-DELIVERY
  63. 63. WE BUILD BEAUTIFUL CREATIVE BUT… THERE’S UNDER-DELIVERY SINK RATES WITHOUT REFRESH
  64. 64. WE BUILD BEAUTIFUL CREATIVE BUT… THERE’S UNDER-DELIVERY SINK RATES WITHOUT REFRESH AND, UH, DID ANYONE ACTUALLY SEE IT?
  65. 65. NOW WE KNOW THE ANSWER
  66. 66. FOR THE PAST, OH, DECADE 70% OF DISPLAY ADS
  67. 67. FOR THE PAST, OH, DECADE 70% OF DISPLAY ADS WEREN’T SEEN
  68. 68. IN-VIEW MEDIA
  69. 69. IN-VIEW MEDIA ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW
  70. 70. IN-VIEW MEDIA ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW NOT TOMORROW, BUT ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW AND IN-DEMO
  71. 71. IN-VIEW MEDIA ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW NOT TOMORROW, BUT ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW AND IN-DEMO THIS WAS THE PROMISE OF WEB ADVERTISING
  72. 72. WHERE DO I BUY THIS?
  73. 73. PUBLISHERS* THAT
  74. 74. PUBLISHERS THAT HAVE BRAND EQUITY AT SCALE
  75. 75. PUBLISHERS THAT HAVE BRAND EQUITY AT SCALE OWN AND OPERATE THEIR AUDIENCE
  76. 76. PUBLISHERS THAT HAVE BRAND EQUITY AT SCALE OWN AND OPERATE THEIR AUDIENCE HAVE THE TECHNOLOGY (DATA MANAGEMENT + DEPLOYMENT)
  77. 77. DISRUPTIVE RESULTS
  78. 78. DISRUPTIVE RESULTS LONG-TAIL PUBLISHING MODEL WILL DIE
  79. 79. DISRUPTIVE RESULTS LONG-TAIL PUBLISHING MODEL WILL DIE SWATHS OF SCALE BECOME NON-MONETIZABLE
  80. 80. DISRUPTIVE RESULTS LONG-TAIL PUBLISHING MODEL WILL DIE SWATHS OF SCALE BECOME NON-MONETIZABLE MASSIVE CONSOLIDATION IN SPACE
  81. 81. DISRUPTIVE RESULTS LONG-TAIL PUBLISHING MODEL WILL DIE SWATHS OF SCALE BECOME NON-MONETIZABLE MASSIVE CONSOLIDATION IN SPACE OTA + OLD-LINE MEDIA WILL SEEK TO “AGE-DOWN”
  82. 82. ALL THIS FROM ONE TECHNOLOGY
  83. 83. BRANDED CONTENT
  84. 84. GROWING
  85. 85. PRIVATE AND CONFIDENTIAL $0 $1,250 $2,500 $3,750 $5,000 2015A FCST16 FCST17 FCST18 $4,750 $3,000 $1,000 $484 107% YOY 200% YOY 58% YOY IN THOUSANDS 89
  86. 86. WHY BRANDED CONTENT
  87. 87. WHY BRANDED CONTENT 18 - 34: CONTENT > ADS
  88. 88. WHY BRANDED CONTENT 18 - 34: CONTENT > ADS MESSAGE INHERENTLY STRONGER
  89. 89. WHY BRANDED CONTENT 18 - 34: CONTENT > ADS MESSAGE INHERENTLY STRONGER NO ONE CAN “SHARE” A BANNER
  90. 90. WHY BRANDED CONTENT 18 - 34: CONTENT > ADS MESSAGE INHERENTLY STRONGER NO ONE CAN “SHARE” A BANNER CAN’T BE BLOCKED BY AD BLOCKERS
  91. 91. MY RECO FOR SCALING: $25 CPM
  92. 92. MY RECO FOR SCALING: $25 CPM (I’LL WALK YOU THROUGH THIS)
  93. 93. 3 4 1. In-site and e-mail distribution 2. Platform Distribution feeds 3. Syndication Feeds 4. Branded Content promotion DISTRIBUTION PLATFORM //
  94. 94. HERE’S AN EXAMPLE
  95. 95. 99 EXAMPLE // “BEHIND THE BEATS” 1800 TEQUILA PARTNERED WITH VIBE FOR THE SECOND YEAR IN A ROW TO CREATE INTERACTIVE FEATURES AND VIDEO INTRODUCING READERS TO THREE (3) YOUNG PRODUCERS FROM LA, NY, AND CHICAGO AND HOW THEY APPROACH CHALLENGES AND THE CREATIVE PROCESS RESULTS PRIVATE AND CONFIDENTIAL
  96. 96. 100 EXAMPLE // “BEHIND THE BEATS” 1800 TEQUILA PARTNERED WITH VIBE FOR THE SECOND YEAR IN A ROW TO CREATE INTERACTIVE FEATURES AND VIDEO INTRODUCING READERS TO THREE (3) YOUNG PRODUCERS FROM LA, NY, AND CHICAGO AND HOW THEY APPROACH CHALLENGES AND THE CREATIVE PROCESS RESULTS Three (3) Videos // 500K views 100% ABOVE BENCHMARK Six (6) Native: 265K pageviews 165% ABOVE BENCHMARK PRIVATE AND CONFIDENTIAL
  97. 97. ONLINE VIDEO
  98. 98. LONG-TIME SHINY NEW OBJECT LOTS OF DOWNSIDE
  99. 99. VIDEO
  100. 100. VIDEO
  101. 101. VIDEO EXPENSIVE
  102. 102. VIDEO EXPENSIVE TONS OF FRAUD
  103. 103. VIDEO EXPENSIVE TONS OF FRAUD EVERYBODY HATES PRE-ROLL / :30 SPOT DYING
  104. 104. VIDEO EXPENSIVE TONS OF FRAUD EVERYBODY HATES PRE-ROLL / :30 SPOT DYING BY THE WAY, WHAT’S A VIDEO VIEW?
  105. 105. SERIOUSLY — WTF IS A VIDEO VIEW?
  106. 106. SERIOUSLY — WTF IS A VIDEO VIEW?
  107. 107. SHHHHHH… IT’S A SECRET
  108. 108. A SECRET % OF ANY VIDEO PLAYED OVER 300 TIMES
  109. 109. 15 SECONDS OF A VIDEO AD HAS TO BE VIEWED TO BE BILLED 100% IN-VIEW
  110. 110. CPV - PAY FOR THE START
  111. 111. CPV - PAY FOR THE START CPCV - PAY FOR A COMPLETED VIDEO
  112. 112. CPV - PAY FOR THE START CPCV - PAY FOR A COMPLETED VIDEO IN-VIEW CPV - VIEWABLE PLAYED FOR 7 SECONDS
  113. 113. CPV - PAY FOR THE START CPCV - PAY FOR A COMPLETED VIDEO IN-VIEW CPV - VIEWABLE PLAYED FOR 7 SECONDS VTR - % OF CAMPAIGN ADS WATCHED
  114. 114. NEXT UP - THE GOLD STANDARD IN VIDEO VIEW COUNTING
  115. 115. OVERESTIMATED VIEW TIME BY 60 - 80%
  116. 116. OVERESTIMATED VIEW TIME BY 60 - 80% BECAUSE THEY WERE COUNTING ONE SECOND AS A VIEW
  117. 117. ALL VIEWS ARE NOT CREATED EQUAL — IT’S GOING TO BE A LONG TIME UNTIL THEY
  118. 118. ALL VIEWS ARE NOT CREATED EQUAL — IT’S GOING TO BE A LONG TIME UNTIL THEY ARE
  119. 119. ALSO: FEAR THE WALLED GARDEN
  120. 120. ALSO: FEAR THE WALLED GARDEN
  121. 121. STANDARD BENCHMARKS ARE NECESSARY
  122. 122. THERE IS A BRIGHT SPOT
  123. 123. REAL-TIME VIDEO
  124. 124. 134 REAL-TIME VIDEO // SCALABLE LOW-COST DAWN OF SLATED PROGRAMMING PRIVATE AND CONFIDENTIAL
  125. 125. 0 400 800 1,200 1,600 2HJuly (A) Aug (A) Sept (A) Oct (FCST) Nov (FCST) Dec (FCST) 1,600 1,250 1,000 750 500 350
  126. 126. THE EXPERIENCE ECONOMY
  127. 127. MILLENNIALS: SUPER MATERIALISTIC NON- MATERIALISTS
  128. 128. PICTURE BUDDHA IN $700 SUNGLASSES
  129. 129. 140 SPINMEDIA’S AUDIENCE OF MILLENNIAL INFLUENCERS // 25M+ MONTHLY UNIQUE VISITORS 67% MILLENNIAL AUDIENCE $96K MEDIAN HHI 51% MALE I 49% FEMALE 65% COLLEGE GRAD 704 USE SOCIAL MEDIA EVERY DAY 1275 STREAM MUSIC EVERY DAY 652 STREAM 50+ VIDEOS EVERY DAY 569 INTERESTED IN MUSIC + ART 195 FIRST AMONG FRIENDS TO TRAVEL 143 CONSIDER THEMSELVES ADVENTUROUS
  130. 130. 141 242 INDEX “CELEBRITY ENDORSEMENTS INFLUENCE ME TO BUY A PRODUCT” COMPLEX: 150 INDEX TOWNSQUARE: 121 INDEX ROLLING STONE: 111 INDEX VICE: 92 INDEX 165 INDEX “BRAND NAME = QUALITY” COMPLEX: 158 INDEX TOWNSQUARE: 138 INDEX ROLLING STONE: 110 INDEX VICE: 106 INDEX 163 INDEX “WHEN I FIND A BRAND I LIKE, I STICK WITH IT” COMPLEX: 147 INDEX TOWNSQUARE: 133 INDEX VICE: 97 INDEX ROLLING STONE: 85 INDEX 154 INDEX “I’LL PAY MORE FROM A BRAND I TRUST” COMPLEX: 144 INDEX TOWNSQUARE: 138 INDEX VICE: 133 INDEX ROLLING STONE: 100 INDEX SPINMEDIA AUDIENCE// BRAND LOYAL CONSUMERS WHO INFLUENCE THEIR PEERS 287 INDEX “I ADVISE MY FRIENDS ON NEW PRODUCTS TO BUY” ROLLING STONE: 214 INDEX VICE: 213 INDEX COMPLEX: 189 INDEX TOWNSQUARE: 171 INDEX 244 INDEX “I’M A SPENDER RATHER THAN SAVER” COMPLEX: 202 INDEX TOWNSQUARE: 164 INDEX VICE: 141 INDEX ROLLING STONE: 128 INDEX
  131. 131. THE BIRTH OF A NEW CONSUMER MODEL
  132. 132. MUSIC IS THE LINGUA FRANCA
  133. 133. FESTIVAL SEASON IS THE LONGEST SEASON 0 2 4 6 8 MUSIC BASEBALL FOOTBALL BASKETBALL TV SEASON MONTHS
  134. 134. HOW TO OPERATE AT FESTIVALS
  135. 135. HOW TO OPERATE AT FESTIVALS DIGITAL FRAMEWORK
  136. 136. HOW TO OPERATE AT FESTIVALS DIGITAL FRAMEWORK SUSTAINING CONTENT
  137. 137. HOW TO OPERATE AT FESTIVALS DIGITAL FRAMEWORK SUSTAINING CONTENT SUSTAINING REFRESHABLE MEDIA
  138. 138. HOW TO OPERATE AT FESTIVALS DIGITAL FRAMEWORK SUSTAINING CONTENT SUSTAINING REFRESHABLE MEDIA MEANINGFUL OTG EXPERIENCE
  139. 139. DON’T SPEND $500K TO REACH 80K PEOPLE
  140. 140. SPEND $800K TO REACH 80M IMPRESSIONS
  141. 141. 152 CASE STUDY // THE TOYOTA MUSIC DEN OFFERED FANS AT SASQUATCH AN OPPORTUNITY TO WITNESS THEIR FAVORITE ARTISTS UP CLOSE AND PERSONAL IN AN INTIMATE SETTING SASQUATCH PROGRAMMING // 21 ARTIST PERFORMANCES OVER 3 DAYS 23 SASQUATCH ARTIST PORTRAITS PROGRAM RECAP // 20 ARTIST SOCIAL POSTS (1M+ SOCIAL REACH) 7 TOYOTA MUSIC DEN VIDEOS 7 SUPPORTING EDITORIAL POSTS 10 SUPPORTING SOCIAL POSTS 21K+ PAGEVIEWS 268K+ VIDEO VIEWS 3.3M+ SOCIAL REACH PRIVATE AND CONFIDENTIAL
  142. 142. CONCLUSION
  143. 143. THINGS WILL SHAKE OUT
  144. 144. THINGS WILL SHAKE OUT IN-VIEW MEDIA WILL BECOME STANDARDIZED
  145. 145. THINGS WILL SHAKE OUT IN-VIEW MEDIA WILL BECOME STANDARDIZED BRANDED CONTENT WILL CONTINUE TO GROW
  146. 146. THINGS WILL SHAKE OUT IN-VIEW MEDIA WILL BECOME STANDARDIZED BRANDED CONTENT WILL CONTINUE TO GROW FIGHT FOR A STANDARD VIDEO VIEW FORM
  147. 147. THINGS WILL SHAKE OUT IN-VIEW MEDIA WILL BECOME STANDARDIZED BRANDED CONTENT WILL CONTINUE TO GROW FIGHT FOR A STANDARD VIDEO VIEW FORM MUSIC FESTIVALS ARE NOT A BUBBLE
  148. 148. START OF A 5-YEAR CYCLE
  149. 149. THANK YOU
  150. 150. QUICKEST WAY TO REACH ME: SWIPE RIGHT ON TINDER
  151. 151. QUICKEST WAY TO REACH ME: SWIPE RIGHT ON TINDER

×