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What's Next: The Role of Brands in the Booming Original Content Business

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We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?

Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.

Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).

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What's Next: The Role of Brands in the Booming Original Content Business

  1. 1. Powered by What’s Next: The Role of Brands in the Booming Original Content Business
  2. 2. Welcome Mike McFadden EVP, Digital Transformation
 Ogilvy Rob Davis Head of Digital, USA
 Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. Today’s Guests Gayle Troberman Chief Marketing Officer iHeartMedia Evan Shapiro President National Lampoon Chris Stefanyk Head of Partnerships Wattpad Joshua Sinel Co-Founder & President Storybooth
  6. 6. Gayle Troberman Chief Marketing Officer iHeartMedia
  7. 7. Evan Shapiro President National Lampoon
  8. 8. NLRH:TP
  9. 9. Join!
  10. 10. Chris Stefanyk Head of Partnerships Wattpad
  11. 11. What is Wattpad? Wattpad is the world's largest social network of readers and writers, with 80M+ hyper- engaged monthly users. We use the power of community and technology to help brands and Hollywood unleash the full potential of storytelling across the globe.
  12. 12. Wattpad is THE social network for stories. Video Audio Images News Blog
  13. 13. Wattpad is one of the fastest growing and most engaging social platforms 
 in the world. +100,000
 new signups per day +665 million
 unique story uploads +50 languages 23 billion minutes spent on Wattpad per month +80 million
 monthly global audience
  14. 14. Wattpad Studios is a powerful ecosystem Talent Management Our in-house talent team supports our writers as they make the leap into entertainment, publishing and beyond. Entertainment Working with the world’s biggest studios, producers and networks, we make hit programs
 for the big screen, small screen and streaming. Publishing We work with the world’s top publishing houses to publish Wattpad titles to mass markets.
  15. 15. " 1.6+ billion reads on Wattpad " Published by Simon and Schuster in 2014 and has now sold over 11 million copies worldwide " A feature film based on the story released globally by Avalon Pictures in April 2019 grossing over $70 million in the global box office After by Anna Todd
  16. 16. Writing Contests & Influencer Stories: Reach our community and create lasting affinity through branded writing contests, and come away with a collection of original branded stories with user- generated insights about your brand. We can enlist our top influencers to participate and promote as well! Targeted Media/Video Ads: Go beyond age and demographics to place your ad in the right place, at the right time, to the right user. You can reach out 80+ monthly users through our full suite of native, static and video ad units. How Brands Work With Us All ad units can be seen in our media kit
  17. 17. Source Top Stories from our half-a-billion+ story uploads to identify proven narratives with built-in fanbases for brand integration. Crowdsource New Content tap our audience to generate hundreds of original stories & adapt into larger branded original content pieces. We are also enabling brands to Tap into our Studios Model – entirely backed by Data & Insights
  18. 18. Let’s tell stories together Chris Stefanyk Head of Brand Partnerships @ChrisStefanyk chris@wattpad.com
  19. 19. Joshua Sinel Co-Founder & President storybooth
  20. 20. A SUPERCHARGED STORYTELLING PLATFORM FOR THE DIGITAL-ONLY GENERATION
  21. 21. AWARD-WINNING PLATFORM REACHING MILLIONS OF TEENS EVERY DAY TEENS RECORD THEIR TRUE STORIES ON OUR APP WE SELECT, ANIMATE & PUBLISH THE BEST OF THEM !22
  22. 22. 13-25 year olds STORYBOOTH REACH YOUNG GIRL STRONG 4.6M sub s cr ib er s 1.6B vi ews 40M direct engage m ents across 230 videos ENGAGED MASSIVE 70/30 f/m INVESTED !23 280k stories submitted to date.
  23. 23. MEET YOUNG AUDIENCES WHERE THEY ARE. LEAVE THEM BETTER OFF THAN THEY WERE. !24 MISSION DRIVEN
  24. 24. STORIES THAT ENTERTAIN & ENGAGE. STORIES THAT MATTER. Mean Mom – 16M Views Don’t Judge Me Because I’m Goth – 16M Views I Sent Pics To A Boy I Liked And Shouldn’t Have – 27M Views Living With Diabetes – 16M Views Adopted – 15M Views Kissed My Crush – 15M Views Made Fun Of For Being A Late Bloomer – 13M Views Woke Up With Acne – 10MViewsI Rescued Abandoned Newborn Kittens – 11M Views 5
  25. 25. PRESS RECOGNIZED: MAKING AN IMPACT Nominee: 2019 WEBBY Animated Series Winner: 2018 STREAMY Animation Winner: 2017 WEBBY Youth Winner: 2017 SHORTY Short Video Winner: 2017 SHORTY Kids &Lifestyle Finalist: 2016 SHORTY Social Good !26
  26. 26. “As storybooth continues to retain subscriber and view growth over !27 time, kids will be able to use the community as an audio diary and support system while brands will be able to reach a younger generation in a trusted space.” - Sami Main ADWEEK June 2017 WE DELIVER AUTHENTIC CONTENT INSIDE A “TRUSTED SPACE” WHAT WE DO: WHAT BRANDS CAN DO:
  27. 27. Questions?
  28. 28. Thank you.

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