Slides from goviral's opening seminar at the Cannes Lions 2012.
The title of the seminar is: "Engaging generation social"
The next mass medium could be called social mixed media. It consists of all previous media in one, mixed in new and increasingly amazing ways. People now experience, share and purchase goods, entertainment and content in ways previously unimaginable and completely platform agnostic.
While the big screen might still be in the living room, under the surface social media is boiling and it is the young, the digital native, GenY, who drives the change. They consume on demand and opt in and out as they like – and the older and affluent are the followers.
By 2015 generation social will be the single largest consumer group on the planet with tremendous influence on the purchase behavior of others.
It is in this reality advertising has to take on a new role. René examines how we move advertising forward to engage, impact and give generation social a reason to be receptive and opt in. The focus is be on engaging formats that deliver high impact experiences like branded entertainment, premium formats and social content.
4. Source: ORC International: AOL study 2012
GenSoc A third of the US population
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
Page 4
Base: Millennials - ages 18-34
5. Spending power Influences another
exceeds $900 $400 billion in
billion spending
Biggest
generation in High life-time
spending power value
by 2015
Source: Vice: Marketplace 2012
Influence Guiding the future of the world’s consumption
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011. Page 5
Base: Millennials - ages 18-34
7. Source: TRU, The TRU Study 2012 Spring Update U.S. Edition
Consumption TV is no longer number one… Many of the
top 10 tasks are now digital media tasks!
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
Base: Millennials - ages 18-34
8. Play online games Watch content
online
25% 16.6% 22.4% 13.2%
18-34 Adult
Online music Instant messaging
24.3% 12.7% 21.7% 12.8%
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials.”, May 2011
GenSoc are twice as likely to use on demand
On-demand channels for entertainment and communication
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
Page 8 Page 8
Base: Millennials - ages 18-34
9. Source: ORC International, “Teens and Young Adults”, June, 2012
More time on social networks than portals.
Always on Index search losing to content search.
10. Source: eMarketer: “Social Network Activities ofUS Teen Social Network Users”, July 2011
Social networks are aggregation platforms for
Opt in content and communication
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
Base: Millennials - ages 18-34
12. Source: eMarketer: “Attitude toward the frequency of receiving digital ads/promotions according to US and UK Internet users”, January 2012
Even worse, excessive marketing made them less
Opt out likely to ever see the brand positively
13. High impact Users opt in to content that tell richer stories,
formats deliver experiences and are shareable
14. Source: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011
Where people speak about brand
P2P experiences
17. 2
1
Source: Morgan Stanley Research CQ1:12
New ways of accessing the web
1 Morgan Stanley Research
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
2 ComScore 2011
Base: Millennials - ages 18-34
18. 2
1
KPCB estimates based on Apple data, 2012
New ways of accessing content
1 Morgan Stanley Research
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
2 ComScore 2011
Base: Millennials - ages 18-34
20. 120
Monthly Time Spent (Bs of Minutes)
100
Portals
80
60
40
Social Networking
20
0
2008 2009 2010 2011
Source: Morgan Stanley Research and Gartner, 2011
Browsing from your mail, portal or via search is
Distribution losing out to social networks and applications
Source: Morgan Stanley Research and Gartner
21. Source: Wikipedia, June 2012
Demand for Content is exploding
Source: Oyala, 2011
Interactivity and curation is the new media
Curation 1bn new “micro” publishers in 5 years
22. Most viewed video on Youtube (+500m)
Native 2nd most popular man on Twitter (+22m)
3rd all time views on Youtube (+2,5bn)
23. Social Madison Square Garden in 30sec
Entire US tour in 1 hour
Distribution Where are the posters and the ads..?
25. Source(s): 1comScore; 2Gnip (includes all comments, tweets, posts in public and private instances)
Social Contain Video, music, apps, photos
Links the internet (#Hashtags)
content New formats (apps, 60-600sec)
28. 90%
Static ads
(Search, Display, etc.)
Dynamic assets
(Video, Rich media)
$33.40 Bn 10%
$6.16 Bn
Pre-roll Content marketing
Business as Billions of impressions, little impact
Keywords for effect, little brand
usual…. 90% of all online video is CPM based pre-roll
30. Source: Razorfish Social Marketing Report 2011
Social is the single most important influence at
Influence the consideration stage for GenSoc
Source(s): Razorfish Social Marketing Report 2011
Percentages do not add to zero because neutral respondents are not accounted for in the chart
31. Source: Booz & Company Online Consumer Behavior Study (Spring 2011) as prepared for AOL, “Project Devil Quantitative Research Study,” comScore ARS (August 2010)
Building a Social content creates a
group “brand multiplier” among the group
32. Interactive
Content
Display
Video, Apps,
Games
Search
From ads to assets Source: Oyala, 2011
33. Video Services
Games Applications
Source: OOYALA, Global Video Index, Report Q1 2012
New high impact content
Assets Richer storytelling
Source: Oyala, 2011
Allow re-distribution
34. CONTENT MEDIA Impact
Syndicate content
across a broad
landscape
The Asset Ecosystem
Source: Oyala, 2011
35. Game Ads are content and content are ads
Thinking like a media company
From content to1300 eventsare media, media are apps
The art of flight
changers
Advertisersand ads to content
ads - yearly
Conversation is media
Film & game reviews, radio, music academy
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
Base: Millennials - ages 18-34
36. Thinking likeby media company
Be inspired a Iceland…
Content
The art of flight 1300 events yearly content
Positives stories and
Nature, people, music, food
Film & game reviews, radio, music academy
37. From advertiser to media
Thinking like a media company
Distribution
The art of flight From media placements
1300 events yearly
to syndication
Film & game reviews, radio, music academy
38. Impact Service that creates
value, interaction and conversation
39. Content Media Impact
Display, Search, Rich
CPM, CTR,
Simple TV ads, display ads media format placements
CPC, CPV
on Website
Content Syndication Interaction
Entertainment Multiple channels Engagement
Advanced 60-600s video All platforms Experience
App’s and Games Across devices Real time conversation
Tell your story Take it places Get people talking
40. Engagement Interaction Education Consideration
Tell your The opt-in ecosystemVelocity, 2012
Just do it, make it count…
Source: Oyala, 2011
Source:
story
41. ENTERTAINMENT
ENGAGEMENT
DIALOGUE
RELATIONSHIP
+100M Audience
Engagement Interaction Education Consideration
Take it The opt-in ecosystemVelocity, 2012
Nike has hundreds of media Source: Oyala, 2011
Source:
places channels across all platforms
42. Get people Establish a relationship and
talking you don’t have to advertise again
Source: Velocity, 2012
43. Ads Assets
Media Spend Syndication
Awareness Experiences
We are experiencing a paradigm shift..
Take away The rules are fundamentally changing
Everyone compete at the same terms
Hinweis der Redaktion
eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
The top two time sucks for Millennials include using the internet (20 + hours per week), and watching TV (15 hours). Social networking (9 hours/week) and listening to MP3s come in as close seconds (8.5 hours/week). Playing console videogames is also a significant time-consuming hobby for Millennials (8.5 hours/week), especially when looking at just males (10.5 hours/week). Estimated 87% of Millennials watch online video monthly, 63% watch online video weeklyMillennials also spend significantly less amount of time with traditional TVWhile many still watch TV, there is less importance among Millennials than other age groupsTraditional TV will become even less important as Netflix, Hulu, and Amazon Instant continue to grow and improve
Note: in the past 7 days; *ranked by respondents ages 18-34Source: Experian Simmons, "National Consumer Study," Feb 16, 2011126221 www.eMarketer.comNote: I’ll insert a chart comparing Millennials to general population later, just can’t be bothered to format it right now.
We are going to this new device but what is it?? We don’t know… Must find opportunities to integrate content with first distribution channelOptimize performance to mitigate potential Homepage declineSocial networks are mandatory content distribution platforms
On the 6th of June 2012 Justin Bieber sold out his two shows at Madison Square Garden in 30 seconds. And his whole “Believe” Tour in North America in 1 hour.
Pointener at vi nu hardirekteadgangtilvores sources, peers and curated content
Please note that total in 2012 was 39.50 and if you add our numbers it’s 39.56. I strongly believe that this time my calculation is correct =) I think the problem here is that if you actually add the percentage it comes up to 100.1% Whoever created that table did it. Also I added “thing” to “we mostly do the same” I don’t think you can have that without “thing” it just doesn’t sound right
The reason social content is so powerful is that it creates a brand multiplier. It’s more friends, more sharing, more engagement, and more influence. It’s a lean-forward consumer that isn’t just reading or watching, they’re acting. Their social and participatory. And THEY are the kinds of consumers that move brands forward.
** In short versionOur strategy really capitalizes on those three core consumer insights and enables us to take full advantage of our deep commitment to original content. That approach enables us to move marketers’ brands forward. Our approach to original content is uniquely defined around:High impact experiences that engage consumers around preeminent content brands and powerful editorial approachesA cross-platform approach to programming that enables our experiences to move from one form to the next like our consumers doAnd a truly unique capability to drive conversation inspired by content, driven in no small part by the Huffington Post which is so core to the DNA we have in the social content spaceAnd while we know we have competitors who play in each of those spaces – a Conde Nast or Viacom in content, for example – or an iAd or Group-on across mobile or local platforms respectively, or of course Facebook and Twitter in terms of conversation, we are so inspired by the opportunity to think of those three elements TOGETHER as we build ideas for you at AOL.As you think about our unique value in being able to build solutions for your brand, I hope you’ll find that we are well poised to help you:Tell your story,Take it places, andGet people talkingAnd ultimately not even just talking…really taking action based on the inspiration we can provide.
The top two time sucks for Millennials include using the internet (20 + hours per week), and watching TV (15 hours). Social networking (9 hours/week) and listening to MP3s come in as close seconds (8.5 hours/week). Playing console videogames is also a significant time-consuming hobby for Millennials (8.5 hours/week), especially when looking at just males (10.5 hours/week). Estimated 87% of Millennials watch online video monthly, 63% watch online video weeklyMillennials also spend significantly less amount of time with traditional TVWhile many still watch TV, there is less importance among Millennials than other age groupsTraditional TV will become even less important as Netflix, Hulu, and Amazon Instant continue to grow and improve
In 2011 alone, it filmed movies, signed a partnership deal with NBC for a show called Red Bull Signature Series, developed reality-TV ideas with big-time producer Bunim/Murray, honed its own web and mobile outlets, and became a partner in YouTube’s new plan to publish original content. It also expanded its magazine, Red Bulletin, into the U.S., giving it a global distribution of 4.8 million.