seminario di goviral al cannes lions international advertising festival 2010

Download Seminario di GoViral al Cannes Lions International Advertising Festival 2010

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  • 1. FromHollywoodtoMadisonAvenue Ataleoffundamentalchangesinadver:singCannesLions2010

2. Agenda1 Thestateofmedia 2 Howdoesengagementlook? 3 Atypologyofonlinevideo 4 Nokiasapproachtocontent 5 Whyagenciesshouldworry 6 Thefutureofcontent 3. Onlinevideovsothermedium 4. TheriseoftheYouTubegenera:on 5. Theevolu:onofvideoformats 6. YouTube-the:poftheiceberg! Source:ComscoreVideomatrix//Techcrunch 7. Onlineadver:singbyformat 8. Videoimprovesbranding Source:DynamicLogic&Doubleclickstudy,June2009 9. Publishersandonlinevideo Source:BrightcoveandTubemogul,q12010 10. Videohascri:calmass 86m 112m 114m 116m 170mMorethan170millionUSviewerswatchanaverageof182videosonline,oratotalof35bnvideosinFeb2010Source:GlobalWebIndex.netandComScore 11. Howdoesengagementlook? Whattheusersaretellingus 12. Consumersplaythegame 13. Engagement=ac:on 14. Contentisking TimArmstrong,2010 CEOofAOL 15. Theoldwallsarebrokendown 16. Atypologyofonlinevideo3waystogetabrandinvolved 17. Thevideofunnel 18. Thesponsoredmodel X-sessions 19. Thesponsoredmodel Sponsorpremiumcontentmusic,sportetc.Sponsorpremiumcontent(68videos) 20. ConnecttoamusicaudienceAccesstoalotofqualitycontent Addinglegi:macyandaspira:on 21. Thebrandedcontentmodel ChromeSpeedTest 22. Producenarra:vestoriesaroundbrandvalues (100sofvideosinmul:plechannels) 23. Googlestories,googlefans Internallydrivenlm,madewithGlueand DDBtocelebratethenewChrome5 Awaytoconnectwithkeyaudience 24. Theproductmodel AppleIpad 25. Producenarra:vestoriesaroundproductvalues (19videos) 26. Lettheproductbethestar Informa:oncanbeas valuableasentertainment Thebrand,theproducts&thepeople 27. Makingadierence 28. Nokiasapproachtocontent Embracingonlineforbranding 29. TheOnlineEvolu:on2000-20072008 2009-2010 NokiaisslowlymovingtoNokiagetsrstreal Nokiascrea:onteamsare digital,butremainslargely onlinevideosuccesswithadop:ngincreasingly tradi:onalinchoiceof GetoutandplayandstrategicmodelsforformatsBruceLeepingpongworkingwithcontentandgathering5-10milviews distribu:on. 30. AChineseicon 31. N96:ThesponsoredmodelN96Ninja-2006 32. Crea:ngourownnarra:ves,rela:ngtotheworldaroundus 33. N8:TheBrandmodel N8Fossball2010 34. Presen:ngaproduct doesnthavetobeboring 35. N8:TheProductmodelN8Design 36. UserlearningsPaid Media Owned EarnedMedia MediaDistribu:onOpinion 18134 105655 ViewingpapernsSharingandCTR 37. Implica:onsforouragencies Media Onlinevideoismovingfromtac:caltostrategic (contentforbothearned,boughtandearned) AudienceOneleadpieceisnotenoughtosa:sfyusers(Adandelionapproachtocontent)ContentCrea:veconceptscancomefrommanysources (bothinternallyandfromnewexternalsources) 38. Whyagenciesshouldworry from30secspotstopartnerships 39. Agencieslosemonopolyoncontent 40. Thedrivingforces PartnershipsPartners + - AdverCsersMediabudgetAudience&Content Mediacompanies AudienceMedia&Content ContentcreatorsContentAudience&Media 41. Atotalof196videoshavebeenproducedandlaunchedforTourismNewZealandsince2008usingdierentcontentpartnershipmodels -Source:100%NewZealandonYoutube Theproduc:oncompanies 42. HollywoodsproductloveProductplacementandintegra:onsetfora10-15%CAGRfrom2008-2012from itsbaseof3,81bnUSDin2008 -Source:PQMedia Hollywood 43. Premiumcontentdes:na:onlaunchedinDec2009 April2010:44milUU,350milstreams -Source:ComscorevideomatrixTheMusicindustry 44. 4worldrecords Stratosproject-2010(ongoing) 45. Partnershipsbetweenbrand,techandmedia 46. Theevolu:on1984 2010 LeadbrandspotFullfunnelstrategyFrom30secstofullfunnelcontentstrategiesandsourcingcontentthroughpartnerships 47. Thefutureofcontentismoreforless 48. Fromsadstocontent 49. Theroadahead Expandowncapabili:estocoverfullfunnelandplanning/media Partnershipstosupplyown capabili:esinkeyareas 50. Theevolu:onofagiant1960-2005 2005-20062007-2010 Unileverperfects SimonClistakesoveras Inthemotherhoodsetsthe tradi:onalTVadver:sing,UnileverCMOandDovesstandardforbranded beginningwiththeir1961Evolu:onmarksthe entertainment.Mul:pleprojects OMOCannesLionstartofabrandedfollow.Unilevernamed contentera. adver:seroftheyear2010 51. Iwouldcertainlysingleoutthetaskofgetngourbrandmessages heardinanenvironmentofbreathtakingmediafragmenta:on.We maybeaheadofourcompe:tors,butweremostdenitelybehind consumers.Thisinternetthingismuchbiggerandmoreinteres:ng thanjustndingsuccessorstoTVadver:sing. -SimonClis,outgoingUnileverCMO