1. From
Hollywood
to
Madison
Avenue
“A
tale
of
fundamental
changes
in
adver:sing”
Cannes
Lions
2010

2. Agenda
1 The
state
of
media
2 How
does
engagement
look?
3 A
typology
of
online
video
4 Nokia’s
approach
to
content
5 Why
agencies
should
worry
6 The
future
of
content

3. Online
video
vs
other
medium

4. The
rise
of
the
YouTube
genera:on

5. The
evolu:on
of
video
formats

6. YouTube
-­‐
the
:p
of
the
iceberg!
Source:
Comscore
Video
matrix
//
Techcrunch

7. Online
adver:sing
by
format

8. Video
improves
branding
Source:
Dynamic
Logic
&
Doubleclick
study,
June
2009

9. Publishers
and
online
video
Source:
Brightcove
and
Tubemogul,
q1
2010

10. Video
has
‘cri:cal
mass’
86m
112m
114m
116m
170m
More
than
170
million
US
viewers
watch
an
average
of
182
videos
online,
or
a
total
of
35bn
videos
in
Feb
2010
Source:
GlobalWebIndex.net
and
ComScore

11. How
does
engagement
look?
What
the
users
are
telling
us

12. Consumers
play
the
game

13. Engagement
=
ac:on

14. Content
is
‘king’
Tim
Armstrong,
2010
CEO
of
AOL

15. The
old
walls
are
broken
down

16. A
typology
of
online
video
3
ways
to
get
a
brand
involved…

17. The
‘video’
funnel

18. The
sponsored
model
‘X-­‐sessions’

19. The
sponsored
model
Sponsor
premium
content
–
music,
sport
etc.
Sponsor
premium
content
(68
videos)

20. Connect
to
a
music
audience
Access
to
a
lot
of
quality
content
Adding
legi:macy
and
aspira:on

21. The
branded
content
model
‘Chrome
Speed
Test’

22. Produce
narra:ve
stories
around
brand
values
(100s
of
videos
in
mul:ple
channels)

23. Google
stories,
google
fans
Internally
driven
film,
made
with
Glue
and
DDB
to
celebrate
the
new
Chrome
5
A
way
to
connect
with
key
audience

24. The
product
model
‘Apple
Ipad’

25. Produce
narra:ve
stories
around
product
values
(19
videos)

26. Let
the
product
be
the
star
Informa:on
can
be
as
valuable
as
entertainment
The
brand,
the
products
&
the
people

27. Making
a
’difference’

28. Nokia’s
approach
to
content
Embracing
online
for
branding

29. The
Online
Evolu:on
2000-­‐2007
2008
2009-­‐2010
Nokia
is
slowly
moving
to
Nokia
get’s
first
real
Nokia’s
crea:on
teams
are
digital,
but
remains
largely
online
video
success
with
adop:ng
increasingly
tradi:onal
in
choice
of
“Get
out
and
play”
and
strategic
models
for
formats
“Bruce
Lee
ping
pong”
working
with
content
and
gathering
5-­‐10mil
views
distribu:on.

30. A
Chinese
icon

31. N96:
The
sponsored
model
’N96
Ninja
-­‐
2006‘

32.
Crea:ng
our
own
narra:ves,
rela:ng
to
the
world
around
us

33. N8:
The
Brand
model
’N8
Fossball
–
2010’

34. Presen:ng
a
product
doesn’t
have
to
be
boring

35. N8:
The
Product
model
’
N8
Design’

36. User
learnings
Paid
Media
Owned
Earned
Media Media
Distribu:on
Opinion
18
134
105
655
Viewing
paperns
Sharing
and
CTR

37. Implica:ons
for
’our’
agencies
Media
Online
video
is
moving
from
tac:cal
to
strategic
(content
for
both
earned,
bought
and
earned)
Audience
One
lead
piece
is
not
enough
to
sa:sfy
users
(A
dandelion
approach
to
content)
Content
Crea:ve
concepts
can
come
from
many
sources
(both
internally
and
from
’new’
external
sources)

38. Why
agencies
should
worry
from
30sec
spots
to
partnerships

39. Agencies
lose
monopoly
on
content

40. The
driving
forces
Partnerships
Partners
+
-­‐
AdverCsers
Media
budget
Audience
&
Content
Media
companies
Audience
Media
&
Content
Content
creators
Content
Audience
&
Media

41. A
total
of
196
videos
have
been
produced
and
launched
for
Tourism
New
Zealand
since
2008
using
different
content
partnership
models
-­‐
Source:
100%
New
Zealand
on
Youtube
The
produc:on
companies

42. Hollywood’s
product
love
Product
placement
and
integra:on
set
for
a
10-­‐15%
CAGR
from
2008-­‐2012
from
its
base
of
3,81bn
USD
in
2008
-­‐
Source:
PQ
Media
Hollywood

43. Premium
content
des:na:on
launched
in
Dec
2009
April
2010:
44mil
UU,
350mil
streams
-­‐
Source:
Comscore
video
matrix
The
Music
industry

44. 4
world
records
‘Stratos
project
-­‐
2010
(ongoing)’

45. Partnerships
between
brand,
tech
and
media

46. The
evolu:on
1984
2010
Lead
brand
spot
Full
funnel
strategy
From
30
secs
to
full
funnel
content
strategies
and
sourcing
content
through
partnerships

47. The
future
of
content
…is
more
for
less

48. Froms
ads
to
content

49. The
road
ahead…
Expand
own
capabili:es
to
cover
full
funnel
and
planning/media
Partnerships
to
supply
own
capabili:es
in
key
areas

50. The
“evolu:on”
of
a
giant…
1960-­‐2005
2005-­‐2006
2007-­‐2010
Unilever
perfects
Simon
Clis
takes
over
as
In
the
motherhood
sets
the
tradi:onal
TV
adver:sing,
Unilever
CMO
and
Dove’s
standard
for
branded
beginning
with
their
1961
“Evolu:on”
marks
the
entertainment.
Mul:ple
projects
OMO
Cannes
Lion
start
of
a
branded
follow.
Unilever
named
content
era.
adver:ser
of
the
year
2010

51. “I
would
certainly
single
out
the
task
of
getng
our
brand
messages
heard
in
an
environment
of
breathtaking
media
fragmenta:on.
We
may
be
ahead
of
our
compe:tors,
but
we’re
most
definitely
behind
consumers.
This
internet
thing
is
much
bigger
and
more
interes:ng
than
just
finding
successors
to
TV
adver:sing.
“
-­‐
Simon
Clis,
outgoing
Unilever
CMO