content is king (but we already knew that, right?)
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Презентация Эндрю Контры, креативного директора Proximity Russia, о роли контента в современных медиа.TRANSCRIPT
CONTENT IS KING(But we already knew that, Right?)
MY OBJECTIVE IS TO SHARE MY personal OPINION
WHAT I HOPE YOU TAKE AWAY IS something to consider
CONSUMERS TODAY ARE MORE connected THAN EVER
CONSUMERS VALUE earned mediaMUCH MORE THAN PAID MEDIA.
— NIELSON CO.
92% 47%OF CONSUMERS SAID THEY TRUST EARNED SOURCES
OF CONSUMERS SAID THEY STILL TRUST PAID ADVERTISING, BUT declining.
“WHETHER USERS ARE SCANNING, PARTIALLY READING OR THOROUGHLY READING SOMETHING, THEY RARELY
TAKE THEIR EYES OFF THE CONTENT”
— JAKOB NIELSON (USABILITY EXPERT)
dismantling the traditional
“THE DISTRIBUTION METHODS WE HAVE TODAY ARE TIMELY, BUT THE STORIES ARE TIMELESS”
— DAVID LUBARS (CCD BBDO WORLDWIDE)
“WHAT RUSSIA NEEDS IS A CRISIS”
— IGOR LUTZ (ECD BBDO RUSSIA)
CONTENT MARKETING IS old
BMW FILMS / Sales increased 12-17% in 2001-2002 / 11 MILLION VIEWS
BURGER KING / $50,000 investment / 15 MILLION VIEWS
PEPSI / Uncle Dew / 26.7 MILLION VIEWS
GOPRO / “cat laser” / ~700,000 VIEWS
GOPRO / “fire fighter saves kitten” / 2.1 MILLION VIEWS
EXPLORING Opportunities
Jimmy Fallon
JIMMY FALLON / “Blurred Lines” / 11.8 MILLION VIEWS
Absolut
ABSOLUT VODKA / “transform today” / CINEMA 90 SEC
ABSOLUT VODKA / Print
Ishin-Denshin / Disney
DISNEY / Ishin-Denshin
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