Content Creation, Mixture& Management

Kasey Skala@kmskala

CONTENT

• 9,000 Snaps created per second

• Users watch 10 billion videos per day

• 4.95 billion videos views on YouTube per day

• 60 million photos uploaded to Instagram per day

STATE OF CONTENT

*http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-

flat/306019/

RECIPE FOR DISASTER

2X – 3X 40% – 50%

7%

Avg. cost for 30-second spot

70s

• Word Processing

• Content to a global audience

• Electronic Publishing

• Connectivity

90s

• Web

• Near-instant communication

• Digital creation & publishing

• Information overload

2000s

• Social

• 24/7 communication

• Real-time

• Always on

2010s

• Video

• Impactful communication

• Near-reality

• Transparent

Media

Impact

Challenge

Innovation

CONTENT EVOLUTION

Stop thinking about content in a linear format. Think about it as an experience.

Relevancy Effectiveness Distribution

All our consumers want to hear a similar story.They just want it told in different ways. -Me.

ASSUMPTIONS MAKE AN…

• Clear cups #1 searched item on website.

• My Solo Cup® highly engaged despite limited distribution.

• On social, only 1 of top 6 performing pieces of content

involve red cup. None involve food or drink.

YOUNG, WILD & FREE

Image property of Red Cup

Nation

• Short-form

• Experiences

• Mobile

• Convenience

• Recipes

• Long-form

• Convenience

• Entertainment

• Web

• Desktop

THE “OLDIES”

The best way to discover consumers’ interestsis to look in their basket.

LET OTHERS CREATE CONTENT

DOES IT WORK?

Case Study 1

• 360 video had lower CPM & higher CTR

• Average percentage viewed 29% higher and completion rate was 2x

Case Study 2:

• 360 video didn’t over perform on traditional viewer metrics

• 360 video motivated viewers to watch more & interact

• 360 video drives viewers to share & subscribe

http://www.magnifyre.com/360-degree-video-case-study/https://www.thinkwithgoogle.com/articles/360-video-advertising.html

360° Video

• Brand recall is 59 percent higher for branded content than display and native ads.*

• Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.

• Branded content is getting better, showing a 17 percent improvement in brand recall compared to a similar study in 2013 by the same trio of players.

* http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-

branded-content/

*http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-

flat/306019/

5% OF ALL CONTENT PIECES SHARE 90% OF ALL ENGAGEMENT

Thank YouKasey Skala@kmskala