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What's Next for Brands, Fans & Creators

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Another year, another celebration of online video! In this webinar, Ogilvy’s Rob Davis and Justine Herz do a webinar report from the world's largest online video conference, VidCon.

VidCon brings brands, creators and fans together for an energetic week full of strategies, content and insights. It's the place that folks go to get a look at the future and come away realizing that the future is now!

Published in: Marketing
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What's Next for Brands, Fans & Creators

  1. 1. FOR Powered by BRANDS, FANS & CREATORS
  2. 2. Hello! José Arteaga Creative Digital Strategist OgilvyRED @Jart262 Rob Davis Executive Director Ogilvy NY @RobertJohnDavis Justine Herz Director Ogilvy NY @JustineHerz @OgilvyAdvVideo Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED @ThomasCrampton
  3. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. VidCon: 3 Sided Spectacle Tiger Beat Comes Alive - Next Gen Stars - Brands, Platforms and MCN’s
  6. 6. An experience built for the fans, with alternate programming for the brands
  7. 7. Industry Trends • Twitter, YouTube, Instagram and Facebook all announced new creator tools • Snap present, but quiet • YouTube remains top dog, but Facebook is making moves • Ad blocking, viewability and brand safety remain hot topics • Ad formats still in flux (tech vs. creative perspective) •Know your OTT business models •Show floor band expansion
  8. 8. Creator Trends •Differentiating between creators, influencers and celebrities •Creators went from amateur to professional •Twitter rising. Insta ruling. Snap? Not so much •Niche creators (not micro-influencers) •Brand relationships vs. one-offs
  9. 9. Programming Trends •Verizon (go90) deal with WB •YouTube Red and YouTube TV •VR, AR and Live •musical.ly and the next platforms •Facebook Originals •Disney and Maker Studios
  10. 10. Brand Trends
  11. 11. Companies To Know
  12. 12. Session Viewing: The Next Frontier A VidCon First-Look
  13. 13. About the study • Evolution of the Digital Social Contract (www.slideshare.net/ogilvyww) • The rise of sessions and longer views • Business value of sessions to Creators and Advertisers • Selecting The Young Turks audience
  14. 14. Who did we talk to? • 2392 TYT Network viewers • 38% female/62% male • 45% 18-39 years old • 55% 40 or older
  15. 15. Thoughts about TV vs. Online
  16. 16. In a few years we will watch all “TV” content online PercentWhoAgree 0% 25% 50% 75% 100% Millenials Gen X Boomers Seniors All 81%75%75%84%86% Research activation by Toluna Base: Full sample Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  17. 17. There is currently no need to own a TV PercentWhoAgree 0% 25% 50% 75% 100% Millenials Gen X Boomers Seniors All 60%54%52%60%67% Research activation by Toluna Base: Full sample Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  18. 18. Session Viewing Habits
  19. 19. How long are your online viewing sessions? Under 30 Mins. Over 30 Mins. Over 60 Mins. 0% 25% 50% 75% 100% 39% 68% 32% Research activation by Toluna Base: Full sample Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  20. 20. Who is viewing for 30 minutes or longer? 0% 19% 38% 56% 75% Millenials Gen X Boomers Seniors All 69% 53% 63%70%74% Research activation by Toluna Base: Full sample Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  21. 21. Days per week viewing 30+ minutes 1-3 Days 4-6 Days 7 Days 0% 12.5% 25% 37.5% 50% 34% 48% 18% Research activation by Toluna Base: Those who view at least one day a week Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  22. 22. Platforms for sessions over 30 minutes YouTube Facebook Other Websites Twitter Other Social 0% 25% 50% 75% 100% 9% 10% 28% 30% 93% Research activation by Toluna Base: Those who view at least one day a week Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  23. 23. Where sessions over 30 minutes occur Websites Apps 0% 25% 50% 75% 100% 57% 82% Research activation by Toluna Base: Those who view at least one day a week Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  24. 24. Dayparts where sessions over 30 minutes occur Morning Afternoon Evening Late Night 0% 12.5% 25% 37.5% 50% 29% 50% 19% 18% Research activation by Toluna Base: Those who view at least one day a week Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  25. 25. Advertising and Sessioning
  26. 26. Prefer to watch ads online rather than TV PercentWhoAgree 0% 25% 50% 75% Millenials Gen X Boomers Seniors All 49% 38%40% 49% 58% Research activation by Toluna Base: Full sample Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  27. 27. End a viewing session because of an ad yes, immediately yes, after a few seconds 0% 12.5% 25% 37.5% 50% 20% 9% 26% 18% Non-skippable Skippable Research activation by Toluna Base: Those who view at least one day a week Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  28. 28. I pay more attention if ads… are relevant to show feature talent from show 0% 25% 50% 75% 100% 59% 78% Research activation by Toluna Base: Those who view more than 30 minute sessions Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  29. 29. Prefer non-skippable ads to be… Funny Interesting Relatable Visually Appealing Emotional 0% 25% 50% 75% 15% 30% 33% 46% 54% 9% 32% 35% 49% 51% Men WomenResearch activation by Toluna Base: Those who view more than 30 minute sessions Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  30. 30. Highlights • 81% of all respondents believe all “TV” will be online in a few years • 60% of all respondents say there’s no need to have a TV currently • 69% of all respondents view online video for more than 30 mins per session • Over one-third of active viewers watch long sessions 7 days a week • Long sessions on YouTube outweigh those on Facebook 3-1 • 1 out of 4 users admits to ending a session due to an ad • 59% of heavy users pay more attention to ads featuring show talent • 49% prefer online ads over TV Research activation by Toluna Date: June 2017 All data copyright 2017 Ogilvy & The Young Turks Network
  31. 31. Finis
  32. 32. Questions? José Arteaga Creative Digital Strategist OgilvyRED @Jart262 Rob Davis Executive Director Ogilvy NY @RobertJohnDavis Justine Herz Director Ogilvy NY @JustineHerz @OgilvyAdvVideo Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED @ThomasCrampton

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