shut up and talk about me
TRANSCRIPT
SHUT UP AND TALK ABOUT ME
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@christuff@22squared#CTAMThink
It’s the first thing I do in the morning and last thing I do at night.“ ”Everyone
THE AVERAGE USERS CHECKSTHEIR SMARTPHONE 150X DAILY
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1/7 OF 18-24 WOULD GIVE UP FRIENDSFOR THEIR SMARTPHONE
WTF???40% SAID IT WOULD BE IMPOSSIBLE
TO GIVE UP PHONES FOR ONE DAY FOR $100
Motorola Mobility and B2X Study 201422squared © 2014. All Rights Reserved
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WHERE ARE U.S. ADULTS USING SMARTPHONES?
9% 33% 32% 55% 12% 19%During sex On a
dinner dateAt a child’s/
school functionWhile driving In the shower In a church/
place of worship
35%In a movie
theatre
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GAME OF PHONES?
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THE TRUTH ABOUT CONSUMPTION
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LIGHTWEIGHTVS.
LEAN-IN
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THE TRADITIONAL FUNNEL IS DEAD
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THE REALITY ABOUT AD SPENDS
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% of Time Spent in Media vs. % of Advertising Spending, USA 2013
% o
f To
tal M
edia
Co
nsu
mp
tio
n T
ime
or
Ad
vert
isin
g Sp
end
ing
50%
PRINT RADIO TV INTERNET MOBILE
5%
19%
12%10%
38%
45%
25%
22%20%
4%
40%
30%
20%
10%
0%
TIME SPENT
AD SPEND
Internet Ad
= $43B
Mobile Ad
= $7.1B
Opportunity
in USA
~$30B+
THE MOBILE AD UNIT IS BROKEN
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THE AMOUNT OF CONTENT
once outpaced our ability to consume all of it
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
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THE THUMB IS THE NEW REMOTE The Feed
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THE FEED HAS INCREASEDOUR CAPACITY TO CONSUME CONTENT
THE RISE OF FEEDS
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
and we’re addicted
Sharethrough22squared © 2014. All Rights Reserved
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WE’RE ADDICTED TO THE NEW
We’ve created a new habit without even realizing it
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PROBLEM OPPORTUNITY<
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WE BELIEVE THAT BRANDS CAN BE WELCOME INTRUDERS
INTO SOMEONE’S FEED
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RIGHT CONTENT.RIGHT PERSON.RIGHT TIME.
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THE EVOLUTION OF NATIVE FEEDS
TWITTER FACEBOOKPINTEREST INSTAGRAM TUMBLR
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MARKETING HAS CHANGED
BEFORE AFTER
THE TRUTH ABOUT CONSUMPTION
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THE TRUTH ABOUT CONSUMPTION
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ENTER: THE MULTITASKER
1. THE LEAN-IN CONSUMER
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NFL @NFL
Peyton scores his 1st rushing TD in 5 years... faking out the defense AND the cameras.MUST-SEE - http://on.nfl.com/1a3QkGA
Promoted by Verizon Wireless
VIDEO: Manning Marches In This video is promoted by Verizon Wireless
5,332!RETWEETS
2,729!FAVORITES
7:57 PM - 6 Oct 13 · Details
US Open @usopen
IN CASE YOU MISSED IT: The stunning 54-shot rally between #Djokovic & #Nadal. Presented by @Heineken_US. WATCH - snpy.tv/13D7Mmb
Promoted by Heineken
Men�s Final - Nadal Vs Djokovic - 54 Shot Rally Instant Highlights of the 2013 US Open Presented by Heineken
View on web
1,587!RETWEETS
837!FAVORITES
8:28 PM - 9 Sep 13 · Details
TWITTER AMPLIFY
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DURING GAME
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NEXT DAY
2. THE DISTRACTED CONSUMER
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THE DISTRACTED CONSUMER NEEDSTHUMB-STOPPING CONTENT!
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KEYFRAMES.THEY’RE AN AD FOR YOUR AD.
MAKE THEM ENTICING TO LEAD YOURVIEWER THROUGH THE EXPERIENCE.
SPEND TIME ON
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Watch our new Superbowl spot about how America is Beautiful.
vs.
Surfers
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HOOKYou’re in their Feed.
You have 15 seconds.
You’re in auto-play.
CRAFTCraft a beautiful story.
Utilize key/poster frames.
Create original content.
DELIGHTThink episodically.
Create a linear experience.
Leave them happy.
THREE MAIN POINTS• F O R P R E M I U M V I D E O •
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THE NEW NORMAL FOR BRANDS
More content + more often + less depth of engagement
DEPTHOF
ENGAGEMENT
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THANKS!QUESTIONS?
@christuff@22squared#CTAMThink
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