Content Innovation 2016 - Video Is Eating The Internet

WHEN IDEAS COLLIDE NEW ONES BREAK FREE

HOW FAR HAVE WE COME IN 10 YEARS?

VIDEO CONTENT CREATORS 2006

IN JUST 10 YEARS 2016

Now anyone can easily access the tools to become a content creator and build an audience…

LOADS OF INNOVATION

VIDEO AUDIENCES IN 2006

TV ruled the roost, Apple iPhone was still a twinkle in Jobs’ eye

Latest TV was the 46” Sony Bravia @ $8,000 Nokia N73 lanched Sept 2006 - $1,100 wi-fi was predicted to take of in coming years

ADSL speeds from 1.5 Mbit/s/256 kbit/s to 8 Mbit/s/384 kbit/s

Most watched program on TV was Melbourne 2006 Commonwealth Games – Opening Ceremony on Ch9 - 3.6m viewers

Highest rating episodic - Dancing with the Stars (Series 6 Grand Final) Ch7 2.2m viewers

buys $1.65b

has 12m global active users, the ‘poke’ is the no1 activity

VIDEO AUDIENCES IN 2006

AUDIENCES IN 2016

Fully connected TV Android OS @ $2,500

Smartphones now offering video in anywhere, anytime.

Wi-fi is ubiquitous and fibre has enabled speeds over 100mbits/secs

We have come a long way in a very short time…

AUDIENCES IN 2016

Most watched program on TV was State of Origin Game 1 – Ch9 - 3.69m viewers

1.7b global active users, 156b video views in September

93.6b views globally in September and approx. worth $68b

VIDEO GROWTH IN AUS

Iphone 6 launches

Sept. 2014

Desktop

Mobile

Tablet

Source: Nielsen Streaming Survey Aug 2016

THE RISE OF DIGITAL VIDEO AND MOBILE

Digital video viewing has doubled on smartphones 2014-2016

CONSUMERS AS PARTICIPANTS

Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively engaging with them.

WELCOME TO GENERATION C. The rise of the connected consumer

VIDEO IS EATING THE INTERNET

With all this video now available, there is a mass of data that can be used to help guide strategy and creative

Brand or Channel Optimisation / Audit

Category or Industry Insights

Audience Insights

Programming Strategy

Trending Content and Influencers

AUSTRALIAN BRAND CAMPAIGN CASE STUDY

WE REVIEW MULTIPLE DATA

SOURCES

IN-DEPTH ANALYSIS

INFORMED CONTENT STRATEGY & CREATIVE

@Sofles: Combined social reach of over 500,000 people.

WHAT WE DELIVERED

1x30” NBA tv /online 1x30” NFL tv /online 1x30” X-Games tv /online 1x90” tv /online montage 1x60” tv /online montage

Instagram 15” Video teaser 1x60” Behind the Scenes 5 minute 'Making of Documentary’ 20 + stills for social media

We are seeing brands become publishers creating content their consumers fans, audiences want to see

We are seeing consumers become the brand and brands needing to follow to stay relevant

Zach King has a combined audience of 24.3m with 61m video views in September alone

We are seeing micro moments become a norm with the attention economy at play

We are seeing old rules of advertising being smashed

Pushing the boundaries and preconceptions of what a campaign should look and feel like

Pushing the boundaries and preconceptions of what advertising should be…

Pushing the boundaries and preconceptions of what advertising should be…

And this is happening globally…

Even across pre-roll the game has changed to push creative boundaries within the attention economy

Gear innovation is driving massive content growth and opportunity

ie DRONES are now incredibly sophisticated shooting

4k at a low cost.

We are now seeing the emergence of the most immersive media type the world has ever seen in VR.

UNDERSTANDING THE DISTINCTION

360 Video vs VR vs AR

MARKET PREDICTIONS

VR is set to be a $30-50b business in 2020

AR is expected to dwarf the VR market by 4x in 5 years.

Augmented Reality is set to be a $120b business by 2020

“[VR]  has  the  poten/al  to  be  the  most  social  pla5orm  ever.  Immersive,  virtual  and  augmented  reality  will  be  part  of  people’s  daily  lives.”  

Mark  Zuckerberg CEO  of  Facebook  

DISRUPTIVE POTENTIAL OF VR/360

“Working  on  game  development,  we  always  try  to  create  a  new  kind  of  experience,  and  having  VR  technology  is  almost  unfair.”  

Shuhei  Yoshia

President  of  Sony  PS  Studios  

“We’re  right  on  the  cusp  of  a  major  upheaval  of  the  entertainment  world  once  [VR]  technology  really  kicks  in.”  

Peter  Jackson  Director  of  Lord  of  the  Rings  

Trilogy  

“I  can  only  do  so  many  concerts.  So  to  be  able  to  have  more  people  experience  them  through  VR...that  would  be  epic.”    

Miley  CyrusSinger  /  Songwriter  

[VR]  is  a  percep/on  changer  for  any  adver/ser  that  wants  to  associate  with  a  new  fron/er  in  media.”  

Mitch  GelmanVP  of  Product  for  Gannet  Digital  

“[VR]  is  going  to  be  really  important  for  educa/on  Because  kids  don’t  learn  best  from  reading  a  book  or  looking  at  a  chalk  board.”  

Palmer  Luckey  Creator  of  the  Oculus  RiO

Social Games Film

EducationMusic Advertising

“The  NBAs  VR  Film  of  the  2015/16  NBA  Finals  is  a  game  changer”

Wired  Magazine  

“The  Fight  for  Fallujah  takes  people  into  the  heart  of  ISIS  figh/ng.”  

New  York  Times

Sport

News

INDUSTRY PLAYERS REACT TO VRHardware Platforms Media Brands

WHAT MAKES GREAT VIDEO CONTENT?

Know your objectives

Understand the audience

Look at how they connect: tech, engage, share, content

Find ways to innovate at the intersection

Be bold and experiment

SO WHERE IS THE GOOD STUFF?

F I N D U S H E R E

N O W W E C O L L I D E . T V

N O W W E C O L L I D E T V

N O W W E C O L L I D E _ T V