4. Landscape instant video
.com
brand objectives/vision
You know...
the quality
reliability
service
consistency
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5. Landscape instant video
Instant
Premeditated Leisure
• Pay per view service
• Streams movies to your TV
• Big variety
• Maximum quality
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6. Landscape instant video
Begin with the end in mind
BOX COMPUTER
SMART TV
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7. Landscape instant video
Competition/Threats/Direct
hulu Cable
Provider
Subscription YouTube for Couch surfing
based sitcoms
Click abusers Contemporary Leisurely Clickers
clickers
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8. Landscape instant video
In-direct Competition/Threats
Zappos Thrillist Gatorade
Digital delivery Current & Fun Simple message
Stays personal in a Offbeat tone Hide the gritty
big space Encourage details
offline behavior Aid to reach
potential
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9. Target instant video
Methods of research
PEW & Nielsen Research Published reports
Click Streams/Browser history 30% borrowed 70% stolen
How the target grew up Survey of M/F informants
Desktop / Mobile home screen Screen shots and hiearchy
Quantcast Not definitve answers
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10. Target instant video
Nuts & Bolts
30 - 50
Value friends* over critics
Tech friendly but not tech savvy
Have a smart TV or compatible box
Middle to late adopters
Intake exceeds output
Currently waiting to buy movies
*Friend - digitally speaking, is someone you follow or have a high
click relationship with
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11. Target instant video
Habits/online behavior
Digital Errands Personal News Catch a quick break
• Productive clicks • Front page stories • Enjoy the dumb videos
• Enhances their • Facebook feed • Simple app games
offline life • Trusted sites for big • Reading useless knowledge
• Planning information • Staying sane
• Research •staying informed
• Staying organized
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12. Target instant video
Their Devices
Home base Trusted Space/comfort
COMPUTER
Can’t live without Where big moments
Preferred method take place
of online transportation
MOBILE PHONE
Utility Haven’t reached the
Support system potential
Not a lifeline
Permanent location Winding down tool
TELEVISION
Living room revolves White noise
around it Consistent
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13. Target instant video
Click Stream
HOMEPAGE / top stories / weather
FACEBOOK / most recent / like / photos / Hawiian vacation
GMAIL / inbox / reply all / re: baby shower
Z ZAPPOS / featured / sale / boots
NEWS / most popular / ‘lady gaga’s grammy outfit
WIKIPEDIA / search / justin bieber
NY TIMES / world news / obama
ESPN / Leaderboard / Scores /
YOUTUBE / most popular / funny
PEOPLE / Who wore it best / vote / JLo
CHEAPOAIR / search / roundtrip / CHI to LAX
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14. Message instant video
Meaningful Clicks
Ordinary Clicks Powerful Clicks
Angry Birds ‘Like’ button Booking a flight
iTunes Follow Casting a vote
Send a text RSVP Transfer of funds
Search Allowing permission
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15. Message instant video
The click goes further
with Amazon Instant.
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16. Message instant video
Click and your set.
• To watch any content (over 7,000 titles)
• Maximum quality possible (whatever
connection speed you have)
• It’s yours (in your library)
• Amazon takes care of the dirty work
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17. Message instant video
By clicking you are also saying:
IDENTITY PLANNING POTENTIAL
• support/vote • locked in • unleash
• personal • set plans • wow factor
• a blessing • begin • transport
• fingerprint • look forward to
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18. Opportunity instant video
472.2 Clicks per day
The average person makes
Maximize each one
Find the best way to transform one click into
something meaningful for the target
Move them towards something that is either
productive or highlights simplicity
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OPPORTUNITY CHANNELS
19. Opportunity instant video
Best way to use digital in the target’s life
For amazon to best use digital
show where the right click can take you
Make it count
Simple but powerful
Best use of time
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OPPORTUNITY CHANNELS
20. Channels instant video
Connect through these vehicles
HIGH
Email Search
Social A Affiliate
LOW
Mobile Apps/Micro
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CHANNELS
21. Channels instant video
What the click means on paid channels
Affiliate Banner/SEO Mobile
To show authority and Informative A place to explore but
give reassurance not engage
Direct to the store
Bit size consuming.
Reference/Utility
Gain rapport Don’t waste their Show me something
time new
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CHANNELS
22. Channels instant video
What the click means on owned channels
Social Website Apps/Mobile Site
Trust factor Purchase minded Utility
Listen to others to make Have in mind what they Looking at Amazon away
want to watch from their home base
a good decision but not purchasing
The cash register
New to the scene Give more direction to Adding to a wishlist
Show where it can take on-demand
you
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CHANNELS
23. Thought Starters
Channels
If you had one click where would you put it?
How powerful can one click be?
What potential of their devices can be unleashed?
