The document discusses the evolution of online video and changes in audience behavior, highlighting the necessity for brands to adapt or risk losing their market position. It emphasizes the importance of creativity, understanding brand value, challenging norms, and respecting audiences in creating a digital advantage. The text references a prediction that by 2017, established market leaders will face competition from companies founded after 2000.

1. THE EVOLUTION OF ONLINE VIDEO
Colin Burcher, Head of Partnerships
Katie Proctor, Business Development
COLIN BURCHER | COLIN@SEETHAT.CO.UK

2. HOW DID WE GET FROM THIS

3. THE CONTENT

4. 50%
50%

5. 64%
DOMINATE

6. SAME AUDIENCE,
THEY’VE CHANGED
AUDIENCE BEHAVIOUR HAS CHANGED.

7. AUDIENCE BEHAVIOUR HAS CHANGED.
ARE YOU TURNING YOUR AUDIENCE AWAY...

8. WHY SHOULD
CARE?

10. AUDIENCE BEHAVIOUR HAS CHANGED.
FIRST MOVER ADVANTAGE IS

11. AND THE PLAYING FIELD HAS BEEN LEVELLED.

12. AND THE PLAYING FIELD HAS BEEN LEVELLED.

13. “By 2017, of all market leaders will lose
their number one position to a company founded
after the year 2000 because of
”
Source: Gartner

14. HOW CAN YOU CREATE A DIGITAL
ADVANTAGE?

17. WHAT CAN YOU
DO

18. 1. ASK

19. A RUNWAY FOR CREATIVITY

22. 2. UNDERSTAND YOUR

23. BRAND
WHAT DOES MY
CARE ABOUT?

24. BRAND
WHAT DOES MY
CARE ABOUT?

27. 3. CHALLENGE THE NORM,
BE

28. BEG FOR
NOT PERMISSSION.

30. 4. LOOK NOT FORWARDS

32. BY OTHERS.

33. 5. RESPECT AUDIENCE

34. BE TRULY

35. TREAT EVERY INTERACTION AS A
MAKE IT COUNT.
MAKE IT

36. ONE FINAL

38. COLIN BURCHER | COLIN@SEETHAT.CO.UK