STRUCTURINGCONTENT FOR

DYNAMICSTORYTELLING(FROM A MEDIA AGENCY’S LENS)

Joseph SalesDigital Director and Content LeadMediaCom Beyond Advertising CONSUMER BEHAVIOR AND MEDIA ARE

ALWAYS EVOLVING, WHAT’S CONSTANT IS

OUR NATURE TO SEEK FOR INFORMATION,

ENTERTAINMENT, AND CONNECTION.

AT MEDIACOM :

• We optimize the whole

communications SYSTEM, not just

individual silos

• We believe that CONTENT is the

fuel for high-performing systems

• We plan for OUTCOMES, not just

inputs

MediaCom Beyond Advertising (MBA)

is MediaCom’s integrated content

division where we help client:

• Create optimized CONTENTS

designed with CONNECTION in

mind

• Distribute contents to reach the

right audience

• Ensure that contents deliver to

our client’s business

MediaCom is your CONTENT + CONNECTIONS agency

CONTENT IS COMMUNICATION

CONSUMERS CHOOSE TO

ENGAGE WITH

MediaCom Beyond Advertising AU: West Pac – Air Rescue

AS SOON AS WE BECOME ‘CONTENT CREATORS’

WE’RE ASKING CONSUMERS TO CHOOSE OUR

CONTENT ABOVE EVERYTHING ELSE THAT IS

VYING FOR THEIR (FINITE) ATTENTION

MediaCom Beyond Advertising: Shell - The Power of Sport

Identify the role of content in your communications

OWN AN

AUDIENCE

SHARE AN

AUDIENCE

REACH AN

AUDIENCE

ROLES OF CONTENT

OWN AN AUDIENCE - ‘Brand

acting as a publisher’

• Campaign Agnostic

• Consistent ‘ownable’

territory

• Smaller, higher value,

audience

• Scheduled regularly

• Long Term Owned

Audience Growth

SHARE AN AUDIENCE –

Partnership with content

creator

• Shared values and

audience

• Both entities benefit

• Sustained commitment

REACH AN AUDIENCE -

Content as Advertising

• Campaign Aligned

• System Integrated

• Broad Audience

• Burst

• Short-term advertising

metrics / KPIs

A STRATEGIC FRAMEWORK should include a content typology so you are creating the right types of content

• Ensure we know the role content is playing in a

communications system

• Create Rules for creative development (how

much product / brand for example)

• Drives Distribution

• Enables optimisation

• Deliver clear KPI’s

‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed

for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’

SKII: Leftover Women (https://www.youtube.com/watch?v=irfd74z52Cw)

‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs.

This is often the next step in your comms journey: capture your audience’s attention with inspirational content,

and then make it relevant to them with content that is both informative and useful’

’

Simple how-to videos

Perfect Italiano Cheesy potato Rosti (https://www.youtube.com/watch?v=lzpicY3katY)

Partnership with credible content creators

‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social

community management and competitions. It gives longevity to a campaign and is designed

to grow your base of brand advocates’

Evergreen social contents that continuously engage consumers

Perfect Italiano SG (https://www.facebook.com/perfectitalianosg)

CONTENT NEEDS TO BE CREATED

WITH THE CONNECTION IN MIND

DIFFERENT

REASONS,

DIFFERENT

BEHAVIOURS

The newsfeed is a unique creative environment

80%-90%MOBILE VIEWS

1.7 SECONDSTO MAKE AN IMPACT

(AVERAGE SCROLL RATE)

WE’RE COMPETING WITH

EVERYTHING FOR OUR

AUDIENCE’S ATTENTION

(EVEN THAT CUTE CAT VIDEO)

Make sure that your content is optimized and feed ready

Is my content news feed ready?

CAPTUREattention within

the first 2 seconds

MUTEAssume

sound off

FRAMEyour story for

the most

effective formats

BRANDClearly to

maximise recall

FOCUSTime-length to

optimal 10 – 20

second window

KEEP ON EXPERIMENTING – We are still learning what video content works well in mobile feed.

Plus the tactics that make each piece of content successful may be different. So we recommend

experimenting to learn.

Distribute your contents

A GREAT IDEA DESERVES A GREAT AUDIENCE

We all know the examples of the content that has millions of views and huge engagement; however

these are usually the exception and not the rule.

In a world where 100 hours of video are uploaded to YouTube every minute and Facebook is

officially a zero organic reach platform for brands we have to use targeted paid media to boost our

content to ensure it has the eyeballs it deserves.

3 ways to distribute contents

IN FEED DISCOVERY INTERRUPTIONContent that appears in the same feed

as organic content, whether this be on

a Facebook feed or on Buzzfeed.

Content that appears In-Feed is often

coined as ´Sponsored', or ´Promoted´

Content that is surfaced on publisher

websites; either through discovery tech

platforms such as Taboola & Outbrain

or through Content Syndication

companies such as BeOn or Unruly

Sometimes the best way to deliver

branded content is to serve it up

through, skippable, formats such as

YouTube TrueView or more Incentivised

formats

Powered by technology and audience data

BEHAVIOURAL

TARGETING

COLLABORATIVE

FILTERING

SEMANTIC

TARGETING

COMBINED

CONTEXTUAL-

MOST POPULAR

Behavioral Targeting allows the derivation of users' behavioral patterns and thus their interests from the collected

data. Visited websites, previous interactions with ads, online purchases, etc. help to gather user preferences

Cross-Domain Collaborative Filtering is highly effective use of Behavioral Targeting based upon the assumption that

users having interests in common also take an interest in similar subjects – statistical twin.

Semantic Targeting takes into account the editorial environment in which the recommendations are embedded. It

does comprehensive content analysis of the respective page, during which the content is precisely categorized –

news, entertainment, sports, etc.

Depending upon optimization goals (CTR, view time, conversions, etc.), certain recommendations are deemed

especially suitable. Algorithm links the performance of the recommendations to the different attributes and creates a

list of top recommendations for every attribute (publisher, device model, browser, etc.) especially when data is scarce

about the TA.

Having a clear KPI will help you evaluate the success of your contents

Measurement– How will you measure success? What are your most

important KPIs, and what are the smaller KPIs that ladder up to

helping you achieve the objectives you set from the beginning?

Pageviews, shares, and time on page, can be important, but

newsletter subscriptions and followers are critical to building an

audience. And qualified leads, purchases, and higher value

customers are ultimately what you need to prove a return on

investment, and make your case for more resources to drive growth.

In summary

ROLE OF

CONTENT THE 3 I’S FEED READY

CONTENT

DISTRIBUTIONCLEAR KPIs

THANK

YOU

Joseph Sales

MediaCom Beyond Advertising

Joseph.sales@mediacom.com