Reality TV and Brands A fruitful conversation with consumers
Jan 19, 2015
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?)