seminario di goviral al cannes lions international advertising festival 2010
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From Hollywood to Madison Avenue
“A tale of fundamental changes in adver:sing”
Cannes Lions 2010
1 The state of media
2 How does engagement look?
3 A typology of online video
4 Nokia’s approach to content
5 Why agencies should worry
6 The future of content
Agenda
Online video vs other medium
The rise of the YouTube genera:on
The evolu:on of video formats
YouTube -‐ the :p of the iceberg!
Source: Comscore Video matrix // Techcrunch
Online adver:sing by format
Video improves branding
Source: Dynamic Logic & Doubleclick study, June 2009
Publishers and online video
Source: Brightcove and Tubemogul, q1 2010
Video has ‘cri:cal mass’
86m 112m 114m 116m 170m
Source: GlobalWebIndex.net and ComScore
More than 170 million US viewers watch an average of 182 videos
online, or a total of 35bn videos in Feb 2010
How does engagement look?
What the users are telling us
Consumers play the game
Engagement = ac:on
Content is ‘king’
Tim Armstrong, 2010 CEO of AOL
The old walls are broken down
A typology of online video 3 ways to get a brand involved…
The ‘video’ funnel
The sponsored model ‘X-‐sessions’
The sponsored model
Sponsor premium content – music, sport etc. Sponsor premium content (68 videos)
Connect to a music audience
Access to a lot of quality content
Adding legi:macy and aspira:on
The branded content model ‘Chrome Speed Test’
Produce narra:ve stories around brand values (100s of videos in mul:ple channels)
Google stories, google fans
A way to connect with key audience
Internally driven film, made with Glue and DDB to celebrate the new Chrome 5
The product model ‘Apple Ipad’
Produce narra:ve stories around product values (19 videos)
Let the product be the star
The brand, the products & the people
Informa:on can be as valuable as entertainment
Making a ’difference’
Nokia’s approach to content Embracing online for branding
The Online Evolu:on
2000-‐2007
Nokia is slowly moving to digital, but remains largely tradi:onal in choice of
formats
2008 Nokia get’s first real
online video success with “Get out and play” and “Bruce Lee ping pong” gathering 5-‐10mil views
2009-‐2010 Nokia’s crea:on teams are
adop:ng increasingly strategic models for
working with content and distribu:on.
A Chinese icon
N96: The sponsored model ’N96 Ninja -‐ 2006‘
Crea:ng our own narra:ves, rela:ng to the world around us
N8: The Brand model ’N8 Fossball – 2010’
Presen:ng a product doesn’t have to be boring
N8: The Product model ’ N8 Design’
User learnings
655
134 18 105
Sharing and CTR
Opinion
Viewing paperns
Distribu:on
Owned Media
Paid Media
Earned Media
Implica:ons for ’our’ agencies
Content Crea:ve concepts can come from many sources (both internally and from ’new’ external sources)
Media Online video is moving from tac:cal to strategic (content for both earned, bought and earned)
Audience One lead piece is not enough to sa:sfy users (A dandelion approach to content)
Why agencies should worry
from 30sec spots to partnerships
Agencies lose monopoly on content
The driving forces
Partnerships
Partners + -‐
AdverCsers Media budget Audience & Content
Media companies Audience Media & Content
Content creators Content Audience & Media
The produc:on companies
A total of 196 videos have been produced and launched for Tourism New Zealand since 2008 using different content partnership models
-‐ Source: 100% New Zealand on Youtube
Hollywood’s product love
Hollywood
Product placement and integra:on set for a 10-‐15% CAGR from 2008-‐2012 from its base of 3,81bn USD in 2008
-‐ Source: PQ Media
The Music industry
Premium content des:na:on launched in Dec 2009 April 2010: 44mil UU, 350mil streams
-‐ Source: Comscore video matrix
4 world records ‘Stratos project -‐ 2010 (ongoing)’
Partnerships between brand, tech and media
The evolu:on
1984 Lead brand spot
2010 Full funnel strategy
From 30 secs to full funnel content strategies and sourcing content through partnerships
The future of content …is more for less
Froms ads to content
The road ahead…
Expand own capabili:es to cover full funnel and planning/media
Partnerships to supply own capabili:es in key areas
The “evolu:on” of a giant…
1960-‐2005
Unilever perfects tradi:onal TV adver:sing, beginning with their 1961
OMO Cannes Lion
2005-‐2006
Simon Clis takes over as Unilever CMO and Dove’s “Evolu:on” marks the start of a branded
content era.
2007-‐2010 In the motherhood sets the
standard for branded entertainment. Mul:ple projects
follow. Unilever named adver:ser of the year 2010
“I would certainly single out the task of getng our brand messages heard in an environment of breathtaking media fragmenta:on. We may be ahead of our compe:tors, but we’re most definitely behind consumers. This internet thing is much bigger and more interes:ng
than just finding successors to TV adver:sing. “
-‐ Simon Clis, outgoing Unilever CMO