Right content, Right Audience: Finding the Perfect Match
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How do you define your audience? And then how do you marry that audience with content that truly speaks to them, building a compelling relationship that drives devotion? We’ll explore how giving an audience the stories it craves can spell a lasting, fruitful relationship between brand and consumer—and how using data-based audience analysis to learn what will truly resonate can drive programming, marketing, and more.
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Right content, Right Audience: Finding the Perfect Match
- 1. Right Content, Right Audience: Finding a Perfect Match
- 2. TODAY’S HOST: Noah Zandan Quantified Communications @nzandan David Berzin Viacom @dberzin Fred Graver Twitter @fredgraver Session Speakers
- 3. Captivating Content: The Science of Influencing Audiences Noah Zandan CEO & Co-Founder Quantified Communications @nzandan
- 4. Meet QC.
- 5. We improve the way the world’s best leaders and brands communicate.
- 6. What happens when you combine communications science with audience decision making analysis?
- 10. Head ● An appeal to reason and rationality ● Done through studies, statistics, data, proof
- 14. Gut ● An appeal to intuition so your audience trusts you ● Done through testimonials, citing sources, case studies
- 18. Heart ● An appeal to emotions and feelings ● Done through stories, imagery, metaphors, and visual aids
- 26. 38.0% 65.5% Pre Post 80.2% Lift in page views
- 28. Art Science How Viacom’s Data-Driven Marketing Solutions Deliver Value David Berzin VP, Data Products Viacom @dberzin
- 30. 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
- 32. LINEAR “VIRTUAL” NETWORKS INSIGHTS ENGINE Data & Insights Content Creation Cross Platform Distribution So How Do We Do It? Science Art Science
- 33. FROM BROAD DEMOS TO CUSTOM AUDIENCES BEFORE NOW – BEFORE NOW Audience: From Broad Demos to Custom Targets
- 34. Viacom Viewprint is a Creative Map that transforms audience insights into custom content ideas Viewprint aggregates multiple data sets on an audience and recommends content lanes for our creative teams to execute against.
- 35. 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 MARKETERS SOCIAL TALENT
- 36. Data Advises the Colors Creative Paints the Picture
- 37. Viacom Velocity is a full-service marketing & creative content team within the Viacom marketing & partner solutions group, built to super-serve our advertising partners.
- 38. Custom Target Viacom Data & Broad Data Sets Sophisticated, Predictive Models Continuous Optimization Transparent Reporting True Target Guarantee PLAN DELIVER TRANSACT Viacom Vantage connects audiences with messages through sophisticated models.
- 39. OUR FANS ~850M SOCIAL FOLLOWERS Cross Platform Distribution Traditional TV “Virtual TV Networks”
- 40. 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.
- 41. 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 7/14 1x :60 Ink Masters 1x :60 Tattoo Nightmares Thursday 7/16 1x :60 Teen Mom 1x :60 One Bad Choice Wednesday 7/15 1x :60 Dating Naked 1x :60 Twinning SOCIAL PROMOTIONON AIR Echo Example: Trainwreck
- 42. The VCN harnesses Velocity's creative and production resources to build data-driven branded content programs distributed across social platforms for our advertising partners.
- 45. 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%
- 47. Creating the Future Bringing Audience Insights to the Creative Process Fred Graver Head of TV Creative Twitter @fredgraver
- 48. How We Make TV The Pitch Development / Pilot Production Marketing Social /Digital Leverages: • Audience Comp • Affinity • Engagement & More The Show Marketing Constant feedback via: • Social / Digital • Ratings • Focus Groups • Etc. Production
- 49. What if…? The Pitch Development / Pilot Production Marketing Social /Digital Leverages: • Audience Comp • Affinity • Engagement & More The Show Marketing Constant feedback via: • Social / Digital • Ratings • Focus Groups • Etc. Production
- 50. The Process First Filter: The Audience First Stage: Creative / Sharing Co-Creation First Prototypes Optimize Creative Target Format / Sponsors Product
- 51. 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:
- 52. What do they talk about? (minus fleeting pop cultural / topical references) AUDIENCE Left Brain Insights: Android Google Games / Gaming Twitter Climate Change Apple Facebook Artificial Intelligence Big Data / Data Hackers Deep Learning VR Drones NSA CyberSecurity Open AI Bots CRISPR Energy Cyborgs DNA Neural Networks
- 53. Who do they Follow? AUDIENCE Left Brain Insights: The Verge Buzzfeed NY Times MIT Zoosk CNN Tech Sports Center / ESPN Techmeme Think With Google NASA Vine Youtube Twitter Jimmy Fallon Whiz Khalifa Patton Oswalt Pitbull Oprah Kevin Hart Bill Gates Demi Lovato Kanye Daniel Tosh
- 54. AUDIENCE Left Brain Insights:
- 55. AUDIENCE Left Brain Insights: Defining the Core Audience Problem? I think so!
- 56. 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)
- 57. The Result The 2056 Pilot Script
- 58. 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:
- 59. Next Step Co-Create Sizzle Reel
- 61. Question + Answer Noah Zandan Quantified Communications @nzandan David Berzin Viacom @dberzin Fred Graver Twitter @fredgraver