cannes 2010
DESCRIPTION
our seminar from the 2010 Cannes Lions with co-founder Jimmy Maymann and Daniel Goodall from NokiaTRANSCRIPT
From Hollywood to Madison Avenue
“A tale of fundamental changes in advertising”
Cannes Lions 2010
1 The state of media
2 How does engagement look?
3 A typology of online video
4 Nokia’s approach to content
5 Why agencies should worry
6 The future of content
Agenda
Online video vs other medium
The rise of the YouTube generation
The evolution of video formats
Online vi
deo evolution
YouTube - the tip of the iceberg!
Source: Comscore Video matrix // Techcrunch
Online advertising by format
Video improves branding
Source: Dynamic Logic & Doubleclick study, June 2009
Publishers and online video
Source: Brightcove and Tubemogul, q1 2010
Video has ‘critical mass’
86m 112m 114m 116m170m
Source: GlobalWebIndex.net and ComScore
More than 170 million US viewers watch an average of 182 videos
online, or a total of 35bn videos in Feb 2010
How does engagement look?
What the users are telling us
Consumers play the game
Engagement = action
Content is ‘king’
Tim Armstrong, 2010
CEO of AOL
The old walls are broken down
A typology of online video3 ways to get a brand involved…
The ‘video’ funnel
The sponsored model‘X-sessions’
The sponsored model
Sponsor premium content – music, sport etc.Sponsor premium content (68 videos)
Connect to a music audience
Access to a lot of quality content
Adding legitimacy and aspiration
The branded content model‘Chrome Speed Test’
Produce narrative stories around brand values(100s of videos in multiple channels)
Google stories, google fans
A way to connect with key audience
Internally driven film, made with Glue and DDB to celebrate the new Chrome 5
The product model‘Apple Ipad’
Produce narrative stories around product values(19 videos)
Let the product be the star
The brand, the products & the people
Information can be as valuable as entertainment
Making a ’difference’
Nokia’s approach to contentEmbracing online for branding
The Online Evolution
2000-2007Nokia is slowly moving to
digital, but remains largely traditional in choice of
formats
2008Nokia get’s first real
online video success with “Get out and play” and “Bruce Lee ping pong”
gathering 5-10mil views
2009-2010Nokia’s creation teams are
adopting increasingly strategic models for
working with content and distribution.
A Chinese icon
N96: The sponsored model’N96 Ninja - 2006‘
Creating our own narratives, relating to the world around us
N8: The Brand model’N8 Fossball – 2010’
Presenting a product doesn’t have to be boring
N8: The Product model’ N8 Design’
User learnings
655
13418 105
Sharing and CTR
Opinion
Viewing patterns
Distribution
Owned Media
Paid Media
Earned Media
Implications for ’our’ agencies
Content Creative concepts can come from many sources(both internally and from ’new’ external sources)
Media Online video is moving from tactical to strategic(content for both earned, bought and earned)
Audience One lead piece is not enough to satisfy users(A dandelion approach to content)
Why agencies should worry
from 30sec spots to partnerships
Agencies lose monopoly on content
The driving forces
Partnerships
Partners + -
Advertisers Media budget Audience & Content
Media companies Audience Media & Content
Content creators Content Audience & Media
The production companies
A total of 196 videos have been produced and launched for Tourism New Zealand since 2008 using different content partnership models
- Source: 100% New Zealand on Youtube
Hollywood’s product love
Hollywood
Product placement and integration set for a 10-15% CAGR from 2008-2012 from its base of 3,81bn USD in 2008
- Source: PQ Media
The Music industry
Premium content destination launched in Dec 2009April 2010: 44mil UU, 350mil streams
- Source: Comscore video matrix
4 world records‘Stratos project - 2010 (ongoing)’
Partnerships between brand, tech and media
The evolution
1984Lead brand spot
2010Full funnel strategy
From 30 secs to full funnel content strategies and sourcing content through partnerships
The future of content…is more for less
Froms ads to content
The road ahead…
Expand own capabilities to cover full funnel and
planning/media
Partnerships to supply own capabilities in key areas
The “evolution” of a giant…
1960-2005Unilever perfects
traditional TV advertising, beginning with their 1961
OMO Cannes Lion
2005-2006Simon Clift takes over as
Unilever CMO and Dove’s “Evolution” marks the
start of a branded content era.
2007-2010In the motherhood sets the
standard for branded entertainment. Multiple projects
follow. Unilever named advertiser of the year 2010
“I would certainly single out the task of getting our brand messages heard in an environment of breathtaking media fragmentation. We may be ahead of our competitors, but we’re most definitely behind consumers. This internet thing is much bigger and more interesting
than just finding successors to TV advertising. “
- Simon Clift, outgoing Unilever CMO