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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.
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.
NARRATIVES ALLOW A BRAND TO FLOURISH IN A TRANSMEDIA WORLD... UNFOLDING ACROSS A RICH SET OF MEDIA.
JOHN HAGELDELOITTE CENTER
FOR THE EDGE
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
CONNECTEDCONSUMER
SOCIALIZEDCONTENT
BRAND IDEAL
Invites consumer to participate
The brand’s best selfAccesses content when & where
they want it
THE STATE OF PLAY
THE BRANDSCAPE Collaborative Equity Contextualized Experiences Audience Driven Narratives Entertainment Value & Utility Authenticity to Brand Ideals Co-Creation & Original Entertainment IP Ownership
OgilvyEntertainmentBlog.comFacebook.com/OgilvyEntertainmentYouTube.com/OgilvyEntertainment@OgilvyEnt
DOUG SCOTT
THANK YOU.*[email protected]
President & Founder