VidInc 2013the evolving digital eco-system

andrew hughes | director : innovation & technology @RepriseAus

@y0z2ahttp://searcheverywhere.net#vidinc

the digital selfevolution of online persona

storytellingtalking to people

media techa look into the toolbox

looking forwardwhere are we going?

Looking Back

Image Credit: http://www.jeffwennberg.com/2012/07/hyperlocal/

so, who’s here?

Looking Back

Image Credit: http://takingtheyoke.blogspot.com.au/2011/04/guest-post-leaving-our-home-church.html

looking forward

6

fragmentation

new devices and channels emergeand are adopted quickly

TV is being re-defined

audience segments are uniquelyadopting technology

costs of accessing content are reducing

binge viewing phenomenon

Magna Global Research – June 2013

digital is forcing further fragmentation

7

multi-screenuse each device and your content to its strengths

8

creative and content strategy is as important for a vlogger as for a brand – plan, and then execute against the plan

quality not quantity

great ideas have a life of their own

collaboration is the new kudos

crowd-sourced and crowd funded ideas

creativityultimately; unique creative ideas win in digital

9

be firstfirst to publishfirst to respondfirst to market

predictive content and discovery is now!

coca-cola’s 70-20-1070% - what you always did20% - on new opportunities10% - out there crazy ideas that might work

contentaudience tailored, optimised and device specific

Image Credit: http://www.theemotionmachine.com/the-dark-sides-of-our-digital-self

the digital self

11

wearable technology

integrated with YOUR life

facilitates and automates of tasks

environment customisation

all feeding to your online world and personalising everything

digital and physical convergencea personalised and contextual digital experiences

12

real world personality will transcend into digital

a digitally savvy audience will spot and out fakes

“like” has lost the novelty

disruptive media is less effective – create digital only content

genuine content and stories will shine through

authenticitybrands and individuals should be true-to-life

Image Credit: http://anidea.com/strategy/the-new-brand-storytelling/

storytelling

14

brands and personalities have to stop shouting their message

start to have something in common with your audience

if you are a creator, then you have credibility and an audience - your audience are fickle – don’t sell out trying to do too many new things

involve your customers and advocates in your brand content

empower your customers to make their own

a story is participatorybrand agility and speed

15Image Credit: http://www.michaelleander.me/blog/content-marketing-the-history-of-storytelling/

16

the digital eco-systemstory-telling evokes reactions – be prepared

Create

Publish

Engage

Involve

Share

Amplify

Looking Back

Image Credit: http://takingtheyoke.blogspot.com.au/2011/04/guest-post-leaving-our-home-church.html

media technology

18

programmatic buying is revolutionising digital media

it is cost effective, and delivers to desired outcome

don’t underestimate the power of search

streams of personalised information will provide social recommendation

the future of media is personalaudience tailored creative and messaging

19

audience platforms identify users

engagement and exposure is and will be tracked

creative and messaging can be unique

experience will transcend platform and devices

measurement will again ensure content, creative and placements are efficient

technologyclient-side and publisher platforms

Image Credit:: http://blogs.lotterypost.com/todd/2007/09

In Conclusion

understandif you can measure it, do, attribute value, then understand and action the insights

personalityengage. you and your team are your online ambassadors

dynamic contentright content, right place, right time

digital natives don’t conformdo not expect them to come to you

programmatic buyingdon’t spend money where you don’t need to

@y0z2ahttp://searcheverywhere.net