Date post: | 25-Jan-2017 |
Category: |
Marketing |
Upload: | kasey-skala |
View: | 33 times |
Download: | 1 times |
• 9,000 Snaps created per second
• Users watch 10 billion videos per day
• 4.95 billion videos views on YouTube per day
• 60 million photos uploaded to Instagram per day
STATE OF CONTENT
*http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-
flat/306019/
RECIPE FOR DISASTER
2X – 3X 40% – 50%
7%
70s
• Word Processing
• Content to a global audience
• Electronic Publishing
• Connectivity
90s
• Web
• Near-instant communication
• Digital creation & publishing
• Information overload
2000s
• Social
• 24/7 communication
• Real-time
• Always on
2010s
• Video
• Impactful communication
• Near-reality
• Transparent
Media
Impact
Challenge
Innovation
CONTENT EVOLUTION
ASSUMPTIONS MAKE AN…
• Clear cups #1 searched item on website.
• My Solo Cup® highly engaged despite limited distribution.
• On social, only 1 of top 6 performing pieces of content
involve red cup. None involve food or drink.
YOUNG, WILD & FREE
Image property of Red Cup
Nation
• Short-form
• Experiences
• Mobile
• Convenience
Case Study 1
• 360 video had lower CPM & higher CTR
• Average percentage viewed 29% higher and completion rate was 2x
Case Study 2:
• 360 video didn’t over perform on traditional viewer metrics
• 360 video motivated viewers to watch more & interact
• 360 video drives viewers to share & subscribe
http://www.magnifyre.com/360-degree-video-case-study/https://www.thinkwithgoogle.com/articles/360-video-advertising.html
360° Video
• Brand recall is 59 percent higher for branded content than display and native ads.*
• Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.
• Branded content is getting better, showing a 17 percent improvement in brand recall compared to a similar study in 2013 by the same trio of players.
* http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-
branded-content/
*http://adage.com/article/special-report-advertising-week/branded-content-triples-engagement-
flat/306019/
5% OF ALL CONTENT PIECES SHARE 90% OF ALL ENGAGEMENT