59
FORCES OF CHANGE & NARRATIVE THE IMPORTANCE OF

Forces of Change & The Importance of Narrative

Embed Size (px)

Citation preview

FORCES OF CHANGE&

NARRATIVETHE IMPORTANCE

OF

DOUG SCOTTPresident & Founder

PART I.FORCES OF CHANGE

THE ARTIST THE LABEL THE ALBUM

THE RECORDING INDUSTRY.

8-TRACK CASSETTE CD MP3

12.5MM 6MM

THE SINGLE THE ALBUM

THE MEDIA COMPANY THE NETWORK THE CHANNEL

THE TELEVISION INDUSTRY.

TV SERIES HULU iTUNES

DISRUPTIVE INNOVATION CHANGED EVERYTHING.AGAIN.

TIME SHIFTFROM PRIMETIME TO ON DEMAND• The average American spends more than 41 hours each week engaging with content across all screens

• The rate of daily mobile media consumption is two hours and 22 minutes - five times higher than in 2010.

• Over 6 billion hours of video are watched each month on YouTube - that’s almost an hour for every person on Earth and 50% more than last year.

SCREEN SHIFTFROM SHARED SCREEN TO TV EVERYWHERE• The U.S. has more than 5 million “Zero TV” homes and 67% of these homes get content on other devices

SOCIAL SHIFTFROM LEAN BACK TO LEAN IN• There are more than 850 million monthly active Facebook users.• There are over 800 million social interactions around TV programs on their air date.• In 2012, 17 billion location-tagged posts and check-ins were logged.• Each day, Twitter users send over 400 million tweets.• More than 5 million photos are uploaded to Instagram each day.

TELEVISION IS THE SHARED SCREEN.

MOBILE IS THE FIRST SCREEN.

REACHING CONSUMERS ISA MOVING TARGET.

More than 1.4 billion people use social

networks.

Consumers spend 10.7 hrs per day with all forms of media.

83% of tablet owners use the

device while watching TV.

The App economy is said to be worth $25 billion.

67 million iPads were sold in 2011 and 2012.

12% of internet traffic comes from mobile.

THE MEDIA LANDSCAPE CONTINUES TO EVOLVE.

Internet advertising hit $99 billion in 2012.

67% of consumers use a smartphone.

80% of households have

laptop computers.

4 out of 10 people check social

networks while watching TV.

72 hours of video are uploaded to YouTube

every minute.

Global e-commerce sales will top $1.25

trillion by 2013.

“By the end of the decade, everyone on

Earth will be connected.” - Eric Schmidt

CONSUMERS CONTROL...WHEREATTENTION IS PAID & TRUST IS PLACEDWHENBRAND MESSAGING IS RELEVANTHOWDEEPLY TO ENGAGE WITH BRANDS

CREATE CONTENT CONNECTING WITH CONSUMERS IN THEIR MOST RECEPTIVE STATE

TECHNOLOGY ENABLES BRANDS TO...

LEVERAGE MULTIPLE PLATFORMS ACROSS OWNED, EARNED AND PAID MEDIA CHANNELSACCESS REAL-TIME DATA SHOWING HOW CONSUMERS INTERACT WITH THEIR MESSAGING

CONSUMERS ARE CONDITIONED...

LIKE PAVLOV’S DOGSTO CONSUME CONTENT BASED ON BEHAVIORAL TRIGGERS...

DRIVEN BY ON DEMAND MICRO CONTENT

THE NEW REALITYPeople have a growing appetite for experiences allowing them to delve

deeper into NARRATIVES. Not just linear stories but ongoing narratives that mix

with and enhance everyday life.

PART II.THE IMPORTANCE OF NARRATIVE

NARRATIVE CREATES A CONTEXT FOR INTERPRETING ALL PERCEPTIONS.

STEPHEN DINEHARTNARRATIVE DESIGNER

NARRATIVES ALLOW A BRAND TO FLOURISH IN A TRANSMEDIA WORLD... UNFOLDING ACROSS A RICH SET OF MEDIA.

JOHN HAGELDELOITTE CENTER

FOR THE EDGE

ARE STORIES TOO LINEAR?BEGINNING

MIDDLE

THE END.

STORYTHE TYPICAL

Once upon a time......happily ever after.

STORIES ARE ABOUTPLOT AND ACTION.

NARRATIVES ARE ABOUTPEOPLE AND POTENTIAL.

NARRATIVE ESSENTIALS STAND APART BE UBIQUITOUS CONFRONT A CONFLICT CELEBRATE THE UNKNOWN FILL THE EMOTIONAL WELL

IMMERSIVE INTERACTIVEINTEGRATEDIMPACTFUL

1 234

http://www.fastcocreate.com/1681470/the-future-of-storytelling-immersion-integration-interactivity-impact

STORYLINE vs.STORYWORLD

SINGLE vs.MULTI PLATFORM

PUSH vs.PULL

INDIVIDUAL vs.PARTICIPATORY

MOTIVATE ACTION

IGNITE PASSION

REACT IN REAL TIME

DELIVERON DEMAND

THE MINDSET

FOSTER COLLABORATION

CONNECTEDCONSUMER

SOCIALIZEDCONTENT

BRAND IDEAL

Invites consumer to participate

The brand’s best selfAccesses content when & where

they want it

THE STATE OF PLAY

BRAND IDEAL CONNECTED

CONSUMER

SOCIALIZEDCONTENT THE

SWEET SPOT

THE BRANDSCAPE Collaborative Equity Contextualized Experiences Audience Driven Narratives Entertainment Value & Utility Authenticity to Brand Ideals Co-Creation & Original Entertainment IP Ownership

RED BULL STRATOS

INTEL / TOSHIBA THE BEAUTY INSIDE

PERRIER SECRET PLACE

LACTA LOVE IN THE END

FORCES OF CHANGEARE FUELING

NEW FORMS OF CREATIVITY & ENGAGEMENT

PART III.INSPIRATION TO LIVE BY

BE PERSONAL &{ PERVASIVE }

FORGET THE

... PAST

DRIVEDESIRE <3

CREATE# MEANING

DELIVERIMPACT !!

ENGAGEDEEPLY~~~

UNLEASHDISCOVERY :)

UTILITY IS +++ POWER

SMART DATA

1011000110110010100110100101

DEVIATE FROM---LINEAR---

/// SUSTAINYOUR MESSAGE

THE DOORS HAVEOPENED

)( WIDE )(

X BREAK XTHE SCREEN

THE WORLD IS YOUR

=PLATFORM=

JOIN THE REVOLUTION

***

THE TIME IS NOW

YOU CAN IGNITE

MOVEMENTA

THE POWERIS IN YOUR HANDS

WHAT’S YOUR

NARRATIVE?

OgilvyEntertainmentBlog.comFacebook.com/OgilvyEntertainmentYouTube.com/OgilvyEntertainment@OgilvyEnt

DOUG SCOTT

THANK YOU.*[email protected]

President & Founder