FORCES OF CHANGE & NARRATIVE
THE IMPORTANCE OF

DOUG SCOTT
President & Founder

PART I.
FORCES OF CHANGE

THE ARTIST THE LABEL THE
ALBUM THE RECORDING INDUSTRY.

8-TRACK CASSETTE CD MP3

12.5MM 6MM THE SINGLE THE
ALBUM

THE MEDIA COMPANY THE NETWORK
THE CHANNEL THE TELEVISION INDUSTRY.

TV SERIES HULU iTUNES

DISRUPTIVE INNOVATION
CHANGED EVERYTHING.
AGAIN.

TIME SHIFT FROM PRIMETIME TO
ON DEMAND • The average American spends more than 41 hours each week engaging with content across all screens • The rate of daily mobile media consumption is two hours and 22 minutes - five times higher than in 2010. • Over 6 billion hours of video are watched each month on YouTube - that’s almost an hour for every person on Earth and 50% more than last year.

SCREEN SHIFT FROM SHARED SCREEN
TO TV EVERYWHERE • The U.S. has more than 5 million “Zero TV” homes and 67% of these homes get content on other devices

SOCIAL SHIFT FROM LEAN BACK
TO LEAN IN • There are more than 850 million monthly active Facebook users. • There are over 800 million social interactions around TV programs on their air date. • In 2012, 17 billion location-tagged posts and check-ins were logged. • Each day, Twitter users send over 400 million tweets. • More than 5 million photos are uploaded to Instagram each day.

TELEVISION IS THE
SHARED SCREEN.

MOBILE IS THE
FIRST SCREEN.

REACHING CONSUMERS IS A MOVING
TARGET. More than 1.4 billion people use social networks. Consumers spend 10.7 hrs per day with all forms of media. 83% of tablet owners use the device while watching TV. The App economy is said to be worth $25 billion. 67 million iPads were sold in 2011 and 2012. 12% of internet traffic comes from mobile.

THE MEDIA LANDSCAPE CONTINUES TO
EVOLVE. Internet advertising hit $99 billion in 2012. 67% of consumers use a smartphone. 80% of households have laptop computers. 4 out of 10 people check social networks while watching TV. 72 hours of video are uploaded to YouTube every minute. Global e-commerce sales will top $1.25 trillion by 2013. “By the end of the decade, everyone on Earth will be connected.” - Eric Schmidt

CONSUMERS CONTROL... WHERE ATTENTION IS
PAID & TRUST IS PLACED WHEN BRAND MESSAGING IS RELEVANT HOW DEEPLY TO ENGAGE WITH BRANDS

CREATE CONTENT CONNECTING WITH CONSUMERS
IN THEIR MOST RECEPTIVE STATE TECHNOLOGY ENABLES BRANDS TO... LEVERAGE MULTIPLE PLATFORMS ACROSS OWNED, EARNED AND PAID MEDIA CHANNELS ACCESS REAL-TIME DATA SHOWING HOW CONSUMERS INTERACT WITH THEIR MESSAGING

CONSUMERS ARE CONDITIONED... LIKE PAVLOV’S
DOGS TO CONSUME CONTENT BASED ON BEHAVIORAL TRIGGERS... DRIVEN BY ON DEMAND MICRO CONTENT

THE NEW REALITY People have
a growing appetite for experiences allowing them to delve deeper into NARRATIVES. Not just linear stories but ongoing narratives that mix with and enhance everyday life.

PART II. THE IMPORTANCE OF
NARRATIVE

NARRATIVE CREATES A CONTEXT FOR
INTERPRETING ALL PERCEPTIONS. STEPHEN DINEHART NARRATIVE DESIGNER

NARRATIVES ALLOW A BRAND TO
FLOURISH IN A TRANSMEDIA WORLD... UNFOLDING ACROSS A RICH SET OF MEDIA. JOHN HAGEL DELOITTE CENTER FOR THE EDGE

ARE STORIES TOO LINEAR? BEGINNING
MIDDLE THE END.

STORYTHE TYPICAL Once upon a
time... ...happily ever after.

STORIES ARE ABOUT PLOT AND
ACTION. NARRATIVES ARE ABOUT PEOPLE AND POTENTIAL.

NARRATIVE ESSENTIALS STAND APART BE
UBIQUITOUS CONFRONT A CONFLICT CELEBRATE THE UNKNOWN FILL THE EMOTIONAL WELL

IMMERSIVE INTERACTIVE INTEGRATED IMPACTFUL 1
2 3 4

STORYLINE vs. STORYWORLD SINGLE vs.
MULTI PLATFORM PUSH vs. PULL INDIVIDUAL vs. PARTICIPATORY

MOTIVATE ACTION IGNITE PASSION REACT
IN REAL TIME DELIVER ON DEMAND THE MINDSET FOSTER COLLABORATION

CONNECTED CONSUMER SOCIALIZED CONTENT BRAND
IDEAL Invitesconsumer toparticipate Thebrand’sbestselfAccessescontent when&where theywantit THE STATE OF PLAY

BRAND IDEAL CONNECTED CONSUMER SOCIALIZED
CONTENT THE SWEET SPOT

THE BRANDSCAPE Collaborative Equity Contextualized
Experiences Audience Driven Narratives Entertainment Value & Utility Authenticity to Brand Ideals Co-Creation & Original Entertainment IP Ownership

RED BULL STRATOS

INTEL / TOSHIBA THE BEAUTY
INSIDE

PERRIER SECRET PLACE

LACTA LOVE IN THE END

FORCES OF CHANGE ARE FUELING
NEW FORMS OF CREATIVITY & ENGAGEMENT

PART III. INSPIRATION TO LIVE
BY

BE PERSONAL & { PERVASIVE
}

FORGET THE
... PAST

DRIVE
DESIRE <3

CREATE
# MEANING

DELIVER
IMPACT !!

ENGAGE
DEEPLY
~~~

UNLEASH
DISCOVERY :)

UTILITY IS +++
POWER

SMART
DATA
1011000110110010100110100101

DEVIATE FROM
---LINEAR---

/// SUSTAIN
YOUR MESSAGE

THE DOORS HAVE OPENED )(
WIDE )(

X BREAK X
THE SCREEN

THE WORLD
IS YOUR
=PLATFORM=

JOIN THE
REVOLUTION
***

THE TIME IS
NOW

YOU CAN IGNITE
MOVEMENTA

THE POWER IS IN YOUR
HANDS

WHAT’S
YOUR
NARRATIVE?

OgilvyEntertainmentBlog.com Facebook.com/OgilvyEntertainment YouTube.com/OgilvyEntertainment @OgilvyEnt DOUG
SCOTT THANK YOU. * Doug.Scott@Ogilvy.com President & Founder