goviral Cannes 2012, Generation Social
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Slides from goviral's opening seminar at the Cannes Lions 2012. The title of the seminar is: "Engaging generation social" The next mass medium could be called social mixed media. It consists of all previous media in one, mixed in new and increasingly amazing ways. People now experience, share and purchase goods, entertainment and content in ways previously unimaginable and completely platform agnostic. While the big screen might still be in the living room, under the surface social media is boiling and it is the young, the digital native, GenY, who drives the change. They consume on demand and opt in and out as they like – and the older and affluent are the followers. By 2015 generation social will be the single largest consumer group on the planet with tremendous influence on the purchase behavior of others. It is in this reality advertising has to take on a new role. René examines how we move advertising forward to engage, impact and give generation social a reason to be receptive and opt in. The focus is be on engaging formats that deliver high impact experiences like branded entertainment, premium formats and social content.
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goviral Cannes 2012, Generation Social
- 2. Agenda GenSoc Interactivity is media Opt-in advertising
- 4. Source: ORC International: AOL study 2012 GenSoc A third of the US population Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Page 4 Base: Millennials - ages 18-34
- 5. Spending power Influences another exceeds $900 $400 billion in billion spending Biggest generation in High life-time spending power value by 2015 Source: Vice: Marketplace 2012 Influence Guiding the future of the world’s consumption Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Page 5 Base: Millennials - ages 18-34
- 6. What are they doing?
- 7. Source: TRU, The TRU Study 2012 Spring Update U.S. Edition Consumption TV is no longer number one… Many of the top 10 tasks are now digital media tasks! Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Base: Millennials - ages 18-34
- 8. Play online games Watch content online 25% 16.6% 22.4% 13.2% 18-34 Adult Online music Instant messaging 24.3% 12.7% 21.7% 12.8% Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials.”, May 2011 GenSoc are twice as likely to use on demand On-demand channels for entertainment and communication Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Page 8 Page 8 Base: Millennials - ages 18-34
- 9. Source: ORC International, “Teens and Young Adults”, June, 2012 More time on social networks than portals. Always on Index search losing to content search.
- 10. Source: eMarketer: “Social Network Activities ofUS Teen Social Network Users”, July 2011 Social networks are aggregation platforms for Opt in content and communication Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Base: Millennials - ages 18-34
- 12. Source: eMarketer: “Attitude toward the frequency of receiving digital ads/promotions according to US and UK Internet users”, January 2012 Even worse, excessive marketing made them less Opt out likely to ever see the brand positively
- 13. High impact Users opt in to content that tell richer stories, formats deliver experiences and are shareable
- 14. Source: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011 Where people speak about brand P2P experiences
- 16. From computer to device
- 17. 2 1 Source: Morgan Stanley Research CQ1:12 New ways of accessing the web 1 Morgan Stanley Research Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. 2 ComScore 2011 Base: Millennials - ages 18-34
- 18. 2 1 KPCB estimates based on Apple data, 2012 New ways of accessing content 1 Morgan Stanley Research Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. 2 ComScore 2011 Base: Millennials - ages 18-34
- 19. From portal to P2P
- 20. 120 Monthly Time Spent (Bs of Minutes) 100 Portals 80 60 40 Social Networking 20 0 2008 2009 2010 2011 Source: Morgan Stanley Research and Gartner, 2011 Browsing from your mail, portal or via search is Distribution losing out to social networks and applications Source: Morgan Stanley Research and Gartner
- 21. Source: Wikipedia, June 2012 Demand for Content is exploding Source: Oyala, 2011 Interactivity and curation is the new media Curation 1bn new “micro” publishers in 5 years
- 22. Most viewed video on Youtube (+500m) Native 2nd most popular man on Twitter (+22m) 3rd all time views on Youtube (+2,5bn)
- 23. Social Madison Square Garden in 30sec Entire US tour in 1 hour Distribution Where are the posters and the ads..?
- 24. From Daily Mail to Daily Me
- 25. Source(s): 1comScore; 2Gnip (includes all comments, tweets, posts in public and private instances) Social Contain Video, music, apps, photos Links the internet (#Hashtags) content New formats (apps, 60-600sec)
- 26. Professional and P2P curation
- 28. 90% Static ads (Search, Display, etc.) Dynamic assets (Video, Rich media) $33.40 Bn 10% $6.16 Bn Pre-roll Content marketing Business as Billions of impressions, little impact Keywords for effect, little brand usual…. 90% of all online video is CPM based pre-roll
- 29. From individual to group influence
- 30. Source: Razorfish Social Marketing Report 2011 Social is the single most important influence at Influence the consideration stage for GenSoc Source(s): Razorfish Social Marketing Report 2011 Percentages do not add to zero because neutral respondents are not accounted for in the chart
- 31. Source: Booz & Company Online Consumer Behavior Study (Spring 2011) as prepared for AOL, “Project Devil Quantitative Research Study,” comScore ARS (August 2010) Building a Social content creates a group “brand multiplier” among the group
- 32. Interactive Content Display Video, Apps, Games Search From ads to assets Source: Oyala, 2011
- 33. Video Services Games Applications Source: OOYALA, Global Video Index, Report Q1 2012 New high impact content Assets Richer storytelling Source: Oyala, 2011 Allow re-distribution
- 34. CONTENT MEDIA Impact Syndicate content across a broad landscape The Asset Ecosystem Source: Oyala, 2011
- 35. Game Ads are content and content are ads Thinking like a media company From content to1300 eventsare media, media are apps The art of flight changers Advertisersand ads to content ads - yearly Conversation is media Film & game reviews, radio, music academy Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Base: Millennials - ages 18-34
- 36. Thinking likeby media company Be inspired a Iceland… Content The art of flight 1300 events yearly content Positives stories and Nature, people, music, food Film & game reviews, radio, music academy
- 37. From advertiser to media Thinking like a media company Distribution The art of flight From media placements 1300 events yearly to syndication Film & game reviews, radio, music academy
- 38. Impact Service that creates value, interaction and conversation
- 39. Content Media Impact Display, Search, Rich CPM, CTR, Simple TV ads, display ads media format placements CPC, CPV on Website Content Syndication Interaction Entertainment Multiple channels Engagement Advanced 60-600s video All platforms Experience App’s and Games Across devices Real time conversation Tell your story Take it places Get people talking
- 40. Engagement Interaction Education Consideration Tell your The opt-in ecosystemVelocity, 2012 Just do it, make it count… Source: Oyala, 2011 Source: story
- 41. ENTERTAINMENT ENGAGEMENT DIALOGUE RELATIONSHIP +100M Audience Engagement Interaction Education Consideration Take it The opt-in ecosystemVelocity, 2012 Nike has hundreds of media Source: Oyala, 2011 Source: places channels across all platforms
- 42. Get people Establish a relationship and talking you don’t have to advertise again Source: Velocity, 2012
- 43. Ads Assets Media Spend Syndication Awareness Experiences We are experiencing a paradigm shift.. Take away The rules are fundamentally changing Everyone compete at the same terms
Editor's Notes
- eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
- eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
- The top two time sucks for Millennials include using the internet (20 + hours per week), and watching TV (15 hours). Social networking (9 hours/week) and listening to MP3s come in as close seconds (8.5 hours/week). Playing console videogames is also a significant time-consuming hobby for Millennials (8.5 hours/week), especially when looking at just males (10.5 hours/week). Estimated 87% of Millennials watch online video monthly, 63% watch online video weeklyMillennials also spend significantly less amount of time with traditional TVWhile many still watch TV, there is less importance among Millennials than other age groupsTraditional TV will become even less important as Netflix, Hulu, and Amazon Instant continue to grow and improve
- Note: in the past 7 days; *ranked by respondents ages 18-34Source: Experian Simmons, "National Consumer Study," Feb 16, 2011126221 www.eMarketer.comNote: I’ll insert a chart comparing Millennials to general population later, just can’t be bothered to format it right now.
- We are going to this new device but what is it?? We don’t know… Must find opportunities to integrate content with first distribution channelOptimize performance to mitigate potential Homepage declineSocial networks are mandatory content distribution platforms
- On the 6th of June 2012 Justin Bieber sold out his two shows at Madison Square Garden in 30 seconds. And his whole “Believe” Tour in North America in 1 hour.
- Pointener at vi nu hardirekteadgangtilvores sources, peers and curated content
- Please note that total in 2012 was 39.50 and if you add our numbers it’s 39.56. I strongly believe that this time my calculation is correct =) I think the problem here is that if you actually add the percentage it comes up to 100.1% Whoever created that table did it. Also I added “thing” to “we mostly do the same” I don’t think you can have that without “thing” it just doesn’t sound right
- The reason social content is so powerful is that it creates a brand multiplier. It’s more friends, more sharing, more engagement, and more influence. It’s a lean-forward consumer that isn’t just reading or watching, they’re acting. Their social and participatory. And THEY are the kinds of consumers that move brands forward.
- ** In short versionOur strategy really capitalizes on those three core consumer insights and enables us to take full advantage of our deep commitment to original content. That approach enables us to move marketers’ brands forward. Our approach to original content is uniquely defined around:High impact experiences that engage consumers around preeminent content brands and powerful editorial approachesA cross-platform approach to programming that enables our experiences to move from one form to the next like our consumers doAnd a truly unique capability to drive conversation inspired by content, driven in no small part by the Huffington Post which is so core to the DNA we have in the social content spaceAnd while we know we have competitors who play in each of those spaces – a Conde Nast or Viacom in content, for example – or an iAd or Group-on across mobile or local platforms respectively, or of course Facebook and Twitter in terms of conversation, we are so inspired by the opportunity to think of those three elements TOGETHER as we build ideas for you at AOL.As you think about our unique value in being able to build solutions for your brand, I hope you’ll find that we are well poised to help you:Tell your story,Take it places, andGet people talkingAnd ultimately not even just talking…really taking action based on the inspiration we can provide.
- The top two time sucks for Millennials include using the internet (20 + hours per week), and watching TV (15 hours). Social networking (9 hours/week) and listening to MP3s come in as close seconds (8.5 hours/week). Playing console videogames is also a significant time-consuming hobby for Millennials (8.5 hours/week), especially when looking at just males (10.5 hours/week). Estimated 87% of Millennials watch online video monthly, 63% watch online video weeklyMillennials also spend significantly less amount of time with traditional TVWhile many still watch TV, there is less importance among Millennials than other age groupsTraditional TV will become even less important as Netflix, Hulu, and Amazon Instant continue to grow and improve
- In 2011 alone, it filmed movies, signed a partnership deal with NBC for a show called Red Bull Signature Series, developed reality-TV ideas with big-time producer Bunim/Murray, honed its own web and mobile outlets, and became a partner in YouTube’s new plan to publish original content. It also expanded its magazine, Red Bulletin, into the U.S., giving it a global distribution of 4.8 million.