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SHARING ENTERTAINMENT SCALING VIDEO PRODUCTION, INCREASING CONTENT QUALITY IAB FORUM, MILAN, 01 - 12 - 2015 MARCO IMPERATO, CHIEF PRODUCT OFFICER
SHARING ENTERTAINMENT SCALING VIDEO PRODUCTION, INCREASING CONTENT QUALITY
IAB FORUM, MILAN, 01 - 12 - 2015
MARCO IMPERATO, CHIEF PRODUCT OFFICER
SHARING ENTERTAINMENT
WHAT IS SHARING ENTERTAINMENT?
Professionals working together, on Video content creation, through a Technology platform.
“Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.”
Cisco VNI: Forecast and Methodology, 2014–2019
2011 2012 2013 2014 2015
DIGITAL VIDEO 0:39 1:03 1:22 1:39 1:55
SOCIAL NETWORKS 1:11 1:28 1:36 1:39 1:44
DIGITAL RADIO 0:53 0:55 0:56 1:00 1:05
Average Time Spent per Day on Select Digital Activities by US Adult Users of Each Medium, 2011-2015
hrs:mins
Emarketer, Apr, 2015
“US ADULTS SPEND 5.5 HOURS WITH VIDEO CONTENT EACH DAY”
Average Time Spent per Day with Video by US Adults, by Media, 2001-2015
4:35
2011
0:21
4:38
0:36
4:31
0:50
4:22
1:03
4:15
1:16
2012 2013 2014 2015
TVDigital Video Devices
hrs:mins
Emarketer, Apr, 2015
MORE THAN HALF OF US CONSUMERS (59%) SAY THEIR TELEVISION
SET IS BEING TRANSFORMED INTO AN OVERGROWN MONITOR FOR
VIEWING CONTENT THEY SELECT FROM AN ONLINE DEVICE.
ANDROIT DIGITAL, JUL 14.
ESTIMATED GLOBAL GROWTH IN DIGITAL VIDEO ADVERTISING
370% Increase 2013-2018
Emarketer, March, 2015
10
20
30
40
2013 2014 2015 2016 2017 2018
$ 7.7$ 11.1
$ 15.1
$ 21.9
$ 28.7
$ 36.2
GENERATION Z: CONNECTED FROM BIRTH
BORN MID-1990S TO 2010
WHEREAS MILLENNIALS USE THREE SCREENS ON AVERAGE,
GEN ZERS USE FIVE: A SMARTPHONE, TV, LAPTOP, DESKTOP,
AND IPOD/IPAD.
SPARKS & HONEY, JUN, 14
By 2020 Generation Z will account for 40% of all consumers.
Now Gen Zers influence $600 billion of family spending.
CMO.COM (ADOBE), JUN, 2015
THE ALWAYS-ON JOURNEYRather than bombard them with information, smaller “lightweight interactions over time” can lead to consumers building deep, emotional connections.
Channel agnostic and always on mentality are required
SHARING ENTERTAINMENT
198 millions
the cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report
Global Users of Ad Blockers
41,4 billions $Forecasted Blocked Ad-Revenues in 2016
the cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report
IMAGINE A WORLD WITHOUT INVENTORY WHERE YOUR ADS WOULD GO?
Besides money and audience loss (that actually is really worrying), what matters the most is:
people are fed up with ads!
ADS WILL BE THE CONTENT ITSELF AND THEY WILL BE AWESOME VIDEO CONTENT
FROM ADVERTISING TO ENTERTAINMENT
QUALITY
QUANTITY
The Risk for Brands of going after traditional video production.
Quality is expensive
The Opportunity for Brands of Using technology to simplify Video Production.
QUALITY
QUANTITY
Quality was expensive
IDENTIFY UNDERUTILIZED RESOURCES
We may love the term “sharing economy,” but a whole tranche of companies are more aptly described by the act of removing complexity, uncertainty and effort.
SHARING ENTERTAINMENT
HOW WE DO IT
POPULARITY
DISCOVERABILITY
Traditional Video Production Companies
. Small Companies
. Professionals working in Traditional Companies - Freelance professionals
DISINTERMEDIATION
From Brand Ambassador to Brand Producer
In the business model based on co-creation of value, consumers are artist and creators of entertainment content.
BENEFITS FORBRANDS
costs complexity
control agility
THANKS.
- NOSTRO PERCORSO - COS’è LO SHARING ENTERTAINMENT - MERCATO: CRESCITA VIDEO E VIDEO ADV - GEN Z: IL TARGET DI OGGI E DI DOMANI - COME RAGGIUNGERLO: ALWAYS ON JOURNEY - PROBLEMA: NON è FACILE RAGGIUNGERLI - adblockers - la soluzione: l’adv è il content - il content costa: noi lo scaliamo grazie alla tecnologia - come lo facciamo - vantaggi per le aziende
SHARING IS CARING
THANKS FOR WATCHING
The most valuable asset people have is time
Technology Currently Comprises 1% of the Current Marketing Spend
THE DECADE OF CMO
MarTech Spending Growth ($ billion)
48% Advertising34% Marketing Service12% Agency / Mkt BPO fees5% Data Intelligence1% Software / Tech $1 trillion total marketing spend
1% software / Tech
Source: GroupM, DMA/Winterberry/Acxiom/Teradata, IDC, DemandTec, AdAge Data Center
10x in 10 years
$ 12 B
“We expect technology spend by CMOs to increase 10x in10Years from$12billion to $120billion”
Ashu Garg, Foundation Capital
1%
THE DECADE OF CMO
2015
$ 44 B
$ 121 B
2020 2025
4%
10%
MarTech Spending Growth
($ billion)
marketing is so inextricably linked to technology that, by 2017, chief marketing officers are projected to spend more on information technology and analytics than
chief information officers.”
SHARING ENTERTAINMENT SCALING VIDEO PRODUCTION, INCREASING CONTENT QUALITY
IAB FORUM, MILAN, 01 - 12 - 2015
MARCO IMPERATO, CHIEF PRODUCT OFFICER
