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
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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
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Online video vs other medium
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The rise of the YouTube genera:on
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The evolu:on of video formats
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YouTube -‐ the :p of the iceberg!
Source: Comscore Video matrix // Techcrunch
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Online adver:sing by format
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Video improves branding
Source: Dynamic Logic & Doubleclick study, June 2009
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Publishers and online video
Source: Brightcove and Tubemogul, q1 2010
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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
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How does engagement look?
What the users are telling us
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Consumers play the game
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Engagement = ac:on
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Content is ‘king’
Tim Armstrong, 2010 CEO of AOL
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The old walls are broken down
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A typology of online video 3 ways to get a brand involved…
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The ‘video’ funnel
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The sponsored model ‘X-‐sessions’
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The sponsored model
Sponsor premium content – music, sport etc. Sponsor premium content (68 videos)
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Connect to a music audience
Access to a lot of quality content
Adding legi:macy and aspira:on
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The branded content model ‘Chrome Speed Test’
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Produce narra:ve stories around brand values (100s of videos in mul:ple channels)
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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
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The product model ‘Apple Ipad’
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Produce narra:ve stories around product values (19 videos)
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Let the product be the star
The brand, the products & the people
Informa:on can be as valuable as entertainment
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Making a ’difference’
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Nokia’s approach to content Embracing online for branding
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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.
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A Chinese icon
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N96: The sponsored model ’N96 Ninja -‐ 2006‘
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Crea:ng our own narra:ves, rela:ng to the world around us
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N8: The Brand model ’N8 Fossball – 2010’
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Presen:ng a product doesn’t have to be boring
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N8: The Product model ’ N8 Design’
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User learnings
655
134 18 105
Sharing and CTR
Opinion
Viewing paperns
Distribu:on
Owned Media
Paid Media
Earned Media
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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)
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Why agencies should worry
from 30sec spots to partnerships
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Agencies lose monopoly on content
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The driving forces
Partnerships
Partners + -‐
AdverCsers Media budget Audience & Content
Media companies Audience Media & Content
Content creators Content Audience & Media
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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
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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
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The Music industry
Premium content des:na:on launched in Dec 2009 April 2010: 44mil UU, 350mil streams
-‐ Source: Comscore video matrix
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4 world records ‘Stratos project -‐ 2010 (ongoing)’
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Partnerships between brand, tech and media
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The evolu:on
1984 Lead brand spot
2010 Full funnel strategy
From 30 secs to full funnel content strategies and sourcing content through partnerships
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The future of content …is more for less
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Froms ads to content
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The road ahead…
Expand own capabili:es to cover full funnel and planning/media
Partnerships to supply own capabili:es in key areas
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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
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“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