Presentation from the recent Ad:tech 2011 conference in National Hall, London. Videos obviously missing, and it deleted text on break slides when uploading, but content itself should be ok (except a few fades/backgrounds changing).

1. Reality TV and Brands A fruitful conversation with consumers

3. It’s an attention economy A wealth of information creates a poverty of attention - Herbert Simon, 1971

4. The three phases of the internet Driver Access Speed Social Format Video / Apps Banners Search Aim Performance Awareness Emotion 1995-2001 2002-2008 2009

5. What has changed? Google and the users Upload videos 100% Run a blog Production: 2010: 47% 50% 2006: 28% 2010: 45% 0% 2006: 10% Watch video 100% 2010: 84% Visit social network Publication: 2006: 30% 50% 2010: 79% 0% 2006: N/A Comment & rate 100% 2010: 65% Visit microblogs Distribution: 50% 2006: 25% 2010: 33% 2006: 0% 0% Source: UM, Wave 5 study, 2010

6. The explosion of content 140bn 10bn Flickr Getty images 1bn 0bn

7. Time spent with video content A world of on demand 30 hours On demand 25 hours 20 hours 15 hours 10 hours 2006-2010 2011-2016 2017-2022 Live broadcast 5 hours 0 hours Source: The diffusion group, 2010

8. From destination to distribution 85% 85% 79% 80% 75% 75% 70% Wave 3 (2008) Wave 4 (2009) Wave 5 (2010) Visit to brand website in last 6 months! Source: UM, Wave 5 study, 2010

9. : Liquid and Linked http://www.youtube.com/watch?v=fiwIq-8GWA8&NR=1

10. TV Display Outdoor Awareness 15% (Push) 85% (Ongoing) Interest Interaction Advocacy A deeper communication

11. Authenticity and identity THE WILDERNESS DOWNTOWN Cyper Lion Winners Grand Prix

12. The Google story New advertisers like Google are showing the industry a way forward < LIFE IN A DAY LG/Youtube +80k clips CHROME It will get better CHROME FASTBALL Cyper Lion Winners Gold ART PROJECT Cyper Lion Winners Gold CHROME SPEED TESTS Cyper Lion Winners Gold 2010 2011 Search stories Super Bowl 2010 GOOGLE DEMO SLAM Cyper Lion Winners Silver CHROME FAST Cyper Lion Winners Gold THE WILDERNESS DOWNTOWN Cyper Lion Winners Grand Prix

13. Zooming in on engagement Google and the users Final destination 5 - Paramount Network average Numbers based on +420.000.000 views from August 2010 – August 2011

14. An old college match… never settled

15. Gatorade’s replay..! Always on Syndicate Franchise

16. 'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’ Trevor Edwards, Vice President, Global Brand & Category Management - Nike

19. 12 months

20. +100 videos

21. Av. 5-6k LikesThe Nike Academy franchise 2010/11

22. Implications for planning Every company is a media company (and a media companythinks in stories and content) Audience Authenticity and identity (meaningfulstorytelling in a connectedworld) Content Syndication to an on demand world (The difference canbemeasured in engagement..!) Media It’s not about conversion it’s about persuasion (Brand goals, action goalsorconversiongoals?) Analytics