This document discusses trends in content creation and consumption. It notes that billions of videos and photos are uploaded and viewed daily across various social media platforms. Content has evolved from words and text in the 1970s-80s to include video, social media, and always-on communication today. Branded content is shown to be more effective than display ads, with brand recall 59% higher and consumers 14% more likely to seek additional content. However, only 5% of all content receives 90% of total engagement. New forms like 360-degree video are emerging but their impact depends on metrics and goals. The challenges of content include standing out amid information overload and keeping pace with consumer preferences.

1. Content Creation, Mixture
& Management
Kasey Skala
@kmskala

2. CONTENT

3. • 9,000 Snaps created per second
• Users watch 10 billion videos per day
• 4.95 billion videos views on YouTube per day
• 60 million photos uploaded to Instagram per day
STATE OF CONTENT

4. *http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-flat/306019/
RECIPE FOR DISASTER
2X – 3X 40% – 50% 7%

5. Avg. cost for 30-second spot

8. 70s
•Word Processing
•Content to a
global audience
•Electronic
Publishing
•Connectivity
90s
•Web
•Near-instant
communication
•Digital creation &
publishing
•Information
overload
2000s
•Social
•24/7
communication
•Real-time
•Always on
2010s
•Video
•Impactful
communication
•Near-reality
•Transparent
Media
Impact
Challenge
Innovation
CONTENT EVOLUTION

9. Stop thinking about
content in a linear format.
Think about it as an
experience.

11. Relevancy Effectiveness Distribution

12. All our consumers want to hear a similar story.
They just want it told in different ways.
-Me.

13. ASSUMPTIONS MAKE AN…
• Clear cups #1 searched item on website.
• My Solo Cup® highly engaged despite limited
distribution.
• On social, only 1 of top 6 performing pieces of content
involve red cup. None involve food or drink.

14. YOUNG, WILD & FREE
Image property of Red Cup Nation
• Short-form
• Experiences
• Mobile
• Convenience

15. • Recipes
• Long-form
• Convenience
• Entertainment
• Web
• Desktop
THE “OLDIES”

16. The best way to discover consumers’ interests
is to look in their basket.

17. LET OTHERS CREATE CONTENT

19. DOES IT WORK?

20. Case Study 1
• 360 video had lower CPM & higher CTR
• Average percentage viewed 29% higher and completion rate was 2x
Case Study 2:
• 360 video didn’t over perform on traditional viewer metrics
• 360 video motivated viewers to watch more & interact
• 360 video drives viewers to share & subscribe
http://www.magnifyre.com/360-degree-video-case-study/
https://www.thinkwithgoogle.com/articles/360-video-advertising.html
360° Video

21. • Brand recall is 59 percent higher for branded
content than display and native ads.*
• Consumers are 14 percent more likely to look
for additional content from a company after a
single impression of branded content.
• Branded content is getting better, showing a
17 percent improvement in brand recall
compared to a similar study in 2013 by the
same trio of players.
* http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/

22. *http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-flat/306019/
5% OF ALL CONTENT PIECES
SHARE 90% OF ALL
ENGAGEMENT

23. Thank You
Kasey Skala
@kmskala