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Mi9 THINK TANK JULY 2015 - INSIGHTS & CONTENT INNOVATION
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Transcript of Mi9 THINK TANK JULY 2015 - INSIGHTS & CONTENT INNOVATION
INSIGHTS & CONTENT INNOVATION THINK TANK JULY 2015
ROGER BODGER Director of Content Innovation
Now We Collide
Collaborating with NEC/9mm/Mi9 for over 4 years Helping bring new ideas and video content to life
Deliver strategic, audience led, content creation
Connect the dots for brands & agencies linking content innovation with creative and client objectives
Finding right mix between innovation and best practice
”BY 2020 90% OF ALL WEB TRAFFIC WILL BE VIDEO”
YouTube's Robert Kynclhttp://www.forbes.com/sites/tomiogeron/2012/01/12/ces-live-youtubes-robert-kyncl/
THE RISE OF VIDEO CONSUMPTION NATIVE VIDEO - MOBILE
Digital video viewing nearly doubled on smartphones 2014-2015.
CONSUMERS AS PARTICIPANTS
Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively engaging with them.
Always-on and connected consumers want to create, curate & share their ‘experiences’
WELCOME TO GENERATION C. The rise of the connected consumer
https://www.youtube.com/watch?v=AHkNS9UF2gw
https://www.youtube.com/watch?v=AHkNS9UF2gw
GENERATION C.
Not a demographic but an audience led mindset & behaviour
The connected generation are the onest we need to engage and connect with…
If done right, these people will proliferate the brand story and organically expand the brand ecosystem
METHOD TO GETTING IT RIGHT
1. Understand your audience & how they connect (Technology/Networks)
2. Understand how they interact with each other (Language/Culture/Content)
3. Deliver creative ways to intersect and engage in an authentic way leveraging technology
Innovation plays a key role here
ENGAGE. CAPTURE. CONNECT.
CONTENT CAPTURE
4K Cameras Drones
360 CamerasRemote Control Cameras
Bullet TimeUser Gen
Hidden Cameras
HUMAN INTERACTION
ExperientialKinect
Mocean Wearables
Projection Mapping Virtual Reality
Augmented Reality
APPLICATION/NETWORKS
Interactive VideoSocial VideoNative Video
Owned PlatformsCustom Build / Apps Social Aggregation
Analytics
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
DEFINING NATIVE VIDEO ADVERTISING
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
When we are talking about native we mean, hidden in plain sight, created as part of the user experience,
as opposed to interruptive or standard ad-placements.
DEFINING NATIVE VIDEO ADVERTISING
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
It can be defined as social video advertising, editorially led promoted videos, promoted paid placement of a
video ad such that it slides into the natural, or native user experience on a site.
Versus interruptive like a pre- or mid-roll in-stream ad.
DEFINING NATIVE VIDEO ADVERTISING
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
TYPE OF NATIVE VIDEO ADVERTISING
NON BRANDED
Documentary / First Person / Story Led Approach
PARTIALLY BRANDED
Joy TV Brand funded entertainment
FULLY BRANDED
BuzzFeed Brand led education/entertainment
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
LOVE AT FIRST KISS?
Editorial placement with article pertaining to whether romance is dead and that elusive first kiss and what it really means.
As part of the placement we run Street Style Vox Pops asking people about their ‘First Kiss’ or memorable romantic moment
Sponsored by ‘Tiffany & Co’ Romance Is Not Dead’
VOX POP LED NATIVE
IS ROMANCE DEAD?
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
CREATE NATIVE INFLUENCERS
Build equity in new ‘vlogger' style talent so that brands are buying into a character that has an audience and fans - Not just a channel that has views.
Over time the value of these people will grow, so that you can charge a premium for them to feature.
Use seeding to create a call to action back to the native experience
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
SOCIAL VIDEONow more than ever we are teaming up with influencers
to help spread the word and extend the brand story.
8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA
T (+61) 2 8002 1918 [email protected]
BE AUTHENTIC
TELL A GREAT STORYGET SOME LAUGHSTEST AND LEARN