Right content, Right Audience: Finding the Perfect Match

Right Content, Right Audience:Finding a Perfect Match

TODAY’S HOST:Noah Zandan

Quantified Communications

@nzandan

David BerzinViacom

@dberzin

Fred GraverTwitter

@fredgraver

Session Speakers

Captivating Content: The Science of Influencing Audiences

Noah ZandanCEO & Co-Founder

Quantified Communications@nzandan

MeetQC.

We improve the way the world’s best

leaders and brands communicate.

What happens when you combine communications

science with audience decision making analysis?

How to InfluenceAUDIENCES

Head


Head

● An appeal to reason and rationality

● Done through studies, statistics, data, proof

Head


Gut


Head

Gut

● An appeal to intuition so your audience trusts you

● Done through testimonials, citing sources, case studies

Gut


Head

Gut


Head

Heart

Heart

● An appeal to emotions and feelings

● Done through stories, imagery, metaphors, and visual aids

Gut


Head

Heart

Brand Marketing Content

33%

Average Written Content

50%-34%

Head Data



-38%

31%

50%

Gut Data



+28%

64%

50%

Heart Data

38.0% 65.5%

Pre Post

80.2% Lift in page views

Thank You!

Noah Zandan@nzandan

Art ScienceHow Viacom’s Data-Driven

Marketing Solutions Deliver Value

David BerzinVP, Data Products

Viacom@dberzin

ART + SCIENCEArt

Science

Viacom Today: Broad Audience. Broad Reach

gen z millennials gen x

Source: NMR. Live + SD. 4Q15. All telecasts with the exception of TVL (based on originals in Prime only). All median ages based on P2+, with the exception of NAN (based on 18+).

0 50+10 20 30 40

LINEAR “VIRTUAL”NETWORKS

INSIGHTS ENGINE

Data & Insights Content CreationCross Platform

Distribution

So How Do We Do It?

Science Art Science

FROM BROAD DEMOS TO CUSTOM AUDIENCES

BEFORE NOW–BEFORE NOW

Audience: From Broad Demos to Custom Targets

Viacom Viewprint is a Creative Map that transforms audience insights into custom content ideas

Viewprintaggregates multiple data sets on an audience and recommends content lanes for our creative teams to execute against.

A dynamic social talent casting tool that uses enriched social data to quickly and effectively find social influencers for campaigns based on Viacom’s Talent Index.

Social Talent Platform

VIACOM CONTENT

MARKETERSSOCIAL TALENT

Data Advises the Colors

Creative Paints the Picture

Viacom Velocity is a full-service marketing & creative content team within the Viacom marketing & partner solutions group,

built to super-serve our advertising partners.

Custom Target Viacom Data & Broad Data Sets

Sophisticated, Predictive Models

ContinuousOptimization Transparent Reporting True Target Guarantee

PLAN DELIVER TRANSACT

Viacom Vantage connects audiences with messages through sophisticated models.

OUR FANS

~850MSOCIAL

FOLLOWERS

Cross Platform Distribution

Traditional TV

“Virtual TV Networks”

Viacom Echo is a strategic approach to content creation, distribution, amplification, and optimization with the end goal of delivering measured earned media for our marketing partners.

Custom on-air spots anchored in prime programming rolled out across Vh1, Spike and MTV. The (:60) pieces featured Amy Schumer, Bill Hader and Judd Apatow – and the hilarious conversation that ensued when the three jumped into bed together. In alignment with the on-air prime debuts, the creative was pushed out across each network’s respective social handles for maximum reach and exposure.

“In Bed” Creative Rollout

• 1x VH1 Main Facebook • 1x VH1 Celeb Facebook • 1x VH1 Main Twitter • 1x VH1 Celeb Twitter • 1x VH1 YouTube • 1x Spike Main Facebook • 1x Spike Main Twitter

• 1x Spike Main Tumblr • 1x MTV Main Facebook• 1x MTV Movies Facebook • 1x MTV Main Twitter• 1x MTV Movies RT • 1x MTV YouTube

Tuesday 7/141x :60 Ink Masters

1x :60 Tattoo Nightmares

Thursday 7/161x :60 Teen Mom

1x :60 One Bad Choice

Wednesday 7/151x :60 Dating Naked

1x :60 Twinning

SOCIAL PROMOTIONON AIR

Echo Example: Trainwreck

The VCN harnesses Velocity's creative and production resources to build data-driven branded content programs distributed across

social platforms for our advertising partners.

44

2016 VMAs: Trojan

LIVE

Exposed audiences were 32% more likely to visit

an auto dealership than the control group

Ads Drove More Visits To Dealerships

Connecting In-target viewers with the right content resulted

in 150% increase in engagement

Viewer Engagement

Performance drove an 80% lift on an automotive

brand’s target vs non-target

In-Target Lift

Does it work? You bet.

+80% +150% +32%

Thank You!

David Berzin@dberzin

Creating the Future Bringing Audience Insights

to the Creative ProcessFred Graver

Head of TV CreativeTwitter

@fredgraver

How We Make TV

The Pitch

Development / Pilot

Production

Marketing

Social /DigitalLeverages:• Audience Comp• Affinity• Engagement & More

The Show

Marketing

Constant feedback via:• Social / Digital• Ratings• Focus Groups• Etc.

Production

What if…?

The Pitch

Development / Pilot

Production

Marketing

Social /DigitalLeverages:• Audience Comp• Affinity• Engagement & More

The Show

Marketing

Constant feedback via:• Social / Digital• Ratings• Focus Groups• Etc.

Production

The ProcessFirst Filter: The Audience

First Stage: Creative / Sharing

Co-Creation

First Prototypes

Optimize Creative

Target Format / Sponsors

Product

First Filter: Audience

Right Brain Idea: A comedy about the “near future.”

Connect to Left-brain Data Around: Simpsons / Futurama + Veep + Big Bang. Avoid hard-core. Followers

of Fast Company, Wired, BoingBoing, Elon Musk.

AUDIENCE Left Brain Insights:

What do they talk about? (minus fleeting pop cultural / topical references)


AndroidGoogle

Games / Gaming

TwitterClimate Change

AppleFacebook

Artificial Intelligence

Big Data / DataHackers

Deep LearningVR

Drones

NSACyberSecurity

Open AI

BotsCRISPREnergy

CyborgsDNA

Neural Networks

Who do they Follow?


The VergeBuzzfeedNY Times

MITZoosk

CNN TechSports Center / ESPN

TechmemeThink With Google

NASAVine

YoutubeTwitter

Jimmy FallonWhiz Khalifa

Patton OswaltPitbull

OprahKevin HartBill Gates

Demi LovatoKanye

Daniel Tosh



Defining the Core Audience

Problem? I think so!

Looks For Avoids

VALUES

NEEDS

MORE LESS

• Concern for Others• Tradition

• Hedonism• Self-Enhancement

• Structure• Stability• Closeness• Harmony

• Idealism• Challenge• Curiosity

• Neurotic• Extrovert

• Adventurous• Serendipity

Complete Audiense Slides at end of this presentation

The Digital / Social Media Mom (c. 2016)

The ResultThe 2056 Pilot Script

Next Steps

● Can AI be “Emotional / Neurotic?” ● Will our work be “Uber”ed? ● What will it like to be “old” in 40 years?● What will Pop Music sound like in 40 years?● What will happen when our bodies are constantly wired?● What will cars and transportation look like? ● How will we dress?● What will the day-to-day effects of Climate Change look like?

Openly Discuss Ideas:

Next Step Co-Create Sizzle Reel

Thank You!

Fred Graver@fredgraver

Question + AnswerNoah Zandan

Quantified Communications@nzandan

David BerzinViacom

@dberzin

Fred GraverTwitter

@fredgraver

Right content, Right Audience: Finding the Perfect Match

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