Reality TV and Brands

A fruitful conversation with consumers

Contents

1 A world on demand

2 Liquid and linked

3 The Google story

4 New forms of content

It’s an attention economy

A wealth of information creates a poverty of

attention- Herbert Simon, 1971

The three phases of the internetD

river

Form

atAi

m

Access Speed Social

Video / AppsSearchBanners

Awareness Performance Emotion

1995-2001 2002-2008 2009

Google and the usersWhat has changed?

Publication:

Distribution:

Production:

0%

50%

100%

2006: 10% 2010: 45%

2010: 47% 2006: 28%

Upload videos

Run a blog

0%

50%

100%

2006: N/A

2010: 79%

2010: 84%

2006: 30%

Watch video

Visit social network

0%

50%

100%

2006: 0% 2010: 33%

2010: 65%

2006: 25%

Comment & rate

Visit microblogs

Source: UM, Wave 5 study, 2010

The explosion of content

1bn

0bn

10bn

140bn

Flickr

Getty images

15 hours

20 hours

25 hours

30 hours

10 hours

5 hours

0 hours

Live broadcast

Source: The diffusion group, 2010

Time spent with video content

2006-2010 2011-2016 2017-2022

On demand

A world of on demand

70%

75%

80%

75%

Wave 3 (2008)

Visit to brand website in last 6 months!

Wave 4 (2009) Wave 5 (2010)

85%

79%

85%

Source: UM, Wave 5 study, 2010

From destination to distribution

: Liquid and Linked

http://www.youtube.com/watch?v=fiwIq-8GWA8&NR=1

85% (Ongoing)

15% (Push)

TVDisplay

OutdoorAwareness

Interest

Interaction

Advocacy

A deeper communication

Authenticity and identity

THE WILDERNESS DOWNTOWNCyper Lion Winners Grand Prix

The Google storyNew advertisers like Google are showing the industry a way forward

2010 2011

THE WILDERNESS DOWNTOWNCyper Lion Winners Grand Prix

ART PROJECTCyper Lion Winners Gold

CHROME FASTCyper Lion Winners Gold

SEARCH STORIESSuper Bowl 2010

CHROME FASTBALLCyper Lion Winners Gold

GOOGLE DEMO SLAMCyper Lion Winners Silver

CHROME SPEED TESTSCyper Lion Winners Gold

LIFE IN A DAYLG/Youtube+80k clips

<

CHROMEIt will get better

Google and the usersZooming in on engagement

Metric Result

Delivery % 164%

Click to Play 2.59%

Play to End 63%

Click Through 8.2%

Action Rate 4.75

Metric Result

Delivery % 117%

Click to Play 1.93%

Play to End 43.4%

Click Through 3.68%

Action Rate 2.55

Network average

Numbers based on +420.000.000 views from August 2010 – August 2011

Final destination 5 - Paramount

An old college match… never settled

Gatorade’s replay..!

Always on Syndicate Franchise

'We're not in the business of keeping the media companies alive. We're in the

business of connecting with consumers.'’Trevor Edwards,

Vice President, Global Brand & Category Management - Nike

• 150k applicants• 12 months• +100 videos• Av. 5-6k Likes

The Nike Academy franchise 2010/11

Implications for planning

Media Syndication to an on demand world(The difference can be measured in engagement..!)

Content

Every company is a media company(and a media company thinks in stories and content)

Audience

Authenticity and identity(meaningful storytelling in a connected world)

Analytics It’s not about conversion it’s about persuasion (Brand goals, action goals or conversion goals?)