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MILLENNIAL REACH STRATEGYAD SALES INTERN PROJECT SUMMER 2015
WHO WE ARE
Atara YarosAd Sales Strategy &
Research
David JosephsAd Sales Strategy &
Analytics
Emma DolgosAd Sales – Client
Solutions
Caroline DiPietra
Ad Sales – Entertainment
Jon WeberAd Sales Human
Resources
Shakori FletcherAd Sales Direct Response
AGENDA
OLYMPICS1
BUZZFEED AS A SOLUTION2
SOCIAL SYNCH3
MONETIZATION4
THE NBC-BUZZFEED PARTNERSHIP5
MILLENNIALS: TOO SIGNIFICANT TO IGNORE
Source: Nielsen Pop Facts
12%
24%
16%
24%
24%
Population by Gener-ationGreatest/Silent Boomers Gen X
Millennials Gen Z
% OF A18-29 CURRENTLY ON
SOCIAL
Series1
37%
53%
87%
BUYING POWER
$1.3Trillion
UNITED STATES
80Million
ACROSS THEGLOBE
2.5Billion
OLYMPICS
MILLENNIALS SKEW LOW IN LINEAR OLYMPIC VIEWERSHIP
20%A18-
34
27%A35-49
35%A50-64
35%A65+
20% Lower
Ratings among A18-49
skew…
Ratings among A50+ skew…
82% Higher
Source: MRI Study GSK 2014, http://www.nielsen.com/us/en/insights/news/2010/how-different-genders-ages-races-and-regions-watch-the-olympics.html
% VIEWERSHIP BY
DEMOGRAPHIC
….YET MILLENNIALS DOMINATE IN OLYMPIC DIGITAL
A18-34 A30-54 A45-54 A50-64
VOD 161Index
101Index
75Index
65Index
Online 150Index
116Index
98Index
68Index
Mobile 200Index
99Index
47Index
36Index
Millennials Are The Leading Demo In Watching The Olympics Via Digital
Platforms
Source: MRI Study GSK 2014
SOCHI 2014: DIGITAL OLYMPICS
Across Facebook, Twitter and Instagram
From individual teams and athletes 90KUpdates
Between Facebook and Twitter160MM
Mentions ofthe Olympics
2BImpressions
KEEP UP WITH THE DIGITAL CRAZE
…their favorite part of the Olympics is the funny things shared
online
6 in 10 Millennials Agree
KEEP UP WITH MILLENNIALS
Source: http://mtvinsights.com/post/30042268173/millennials-olympics
THE MILLENNIAL SOLUTION
BUZZFEED AMONG THE TOP 10 NEWS SOURCES FOR MILLENNIALS
Huffington Post Media Group News
Yahoo-ABC News Network
CNN Network
BUZZFEED.COM
Gannett Sites
NBC News Digital
CBS News
About
The Weather Company
Fox New Digital Network
51002
48095
41460
39717
37829
36305
33511
31661
26307
19525
Top 10 News/Info Sources for Millennials
On Desktop and Mobile (in 000’s)
Source: Based on 2014 Data
MILLENNIALS BUZZFEED
Million monthly unique users200+Of traffic comes from social sources
75%
Of US Millennials read Buzzfeed at least 1X per month50%
Higher click through rates than the industry standard.10X
StarTribue.com
Foxnews.com
WSJ.com
CNN.com
MSNBC.com
NYTimes.com
ChicagoTribune.com
VOX.com
The Oregonian
The Guardian
Time.com
Wired
Slate
BUZZFEED
Vice
19.4%
29.8%
30.0%
32.7%
34.2%
35.2%
36.8%
37.2%
39.7%
40.7%
42.4%
44.1%
47.1%
52.9%54.3%
% of Unique Millennial Visitors
Source: Niemanlab.org
SOCIAL DISCOVERY
Social Referrals Per Month
12.5M SHARES
349M SHARES
60M SHARES
Buzzfeed Content Viewed Exclusively On Other
Platforms Per Month847M
VIEWS11.3B
VIEWS
6.5BVIEWS
BENEFITS OF
In 8 Years Growth To $100 Million Of Annual Revenue
Buzzfeed’s branded content
allows audiences to develop stronger
relationships with content -
Translates into deeper
engagement for advertisers
An Overview
Co-branded Social Content to Guarantee Social Media Impressions
NBC’S SOCIAL SYNCH INITIATIVE
Campaigns Generate an average of
33% Higher Audience
Engagement than Paid Posts
Allows Brands To Execute Digital-first, Shareable Campaigns
On-air Talent Connects With Programming &Social Synch Ads Run Concurrently
With Liner Ads
Social Synch partnerships
currently exist with…
And is developing with…
AUDIENCE EXTENSION/ RE-TARGETING
NBCUniversal + Audience Extension = Social Synch Transforms traffic from brand pages into an
advertiser’s audience
AUDIENCE EXTENSION/ RE-TARGETING
- Increases Revenue for NBC- Advertisers identify &
target ready-made segments
“With audience extension, advertisers can reach a specific audience that is of
major interest to them, in greater numbers and with more frequency.”
– Retargeter.com
Monetization of Brand Pages
SOCIAL MONETIZATION
MONETIZE MILLENNIAL SOCIAL ENGAGEMENT
$750M
2016 Olympic Total Projection*
“Mr. Fallon’s show releases video clips from each night on YouTube…
many clips have gone viral as people
shared them on social media… the majority
of those views aren’t monetized”
– Steve Burke
Source: Data and Forecast from Brian Wieser of Pivotal
OLYMPIC DIGITAL AD SPEND IS GROWING
Series1
$61M$50M
$58M$67M$75M
(18%)
+33%
London 2012
Sochi 2014
Rio de Janeiro 2016 Forecasts
+50%
+15%
+145% (v. Vancouver ‘10)
Source: Finance Data as of 7.16.15;
NBC Olympic Digital Revenue by Past 4 Games
SOCIAL SYNCH: AN EXPLOSIVE GROWTH OPPORTUNITY
2014 Spend 2015 Booked
$2M
$4M$2M
$2M
$4M
$5M
($0.1M)
$4M
$10M
Twitter Revenue*
Facebook Revenue*
Licensing Fees
NBC 2015 Social Synch Walk to Booked + Factored Pipe (80%)
Source: Finance Data as of 7.16.15; * 80% Factored Pipe embedded by social network +$600k
+235%
+124%
+163%
MONETIZE MILLENNIAL SOCIAL ENGAGEMENT
NBCU SS CPM Buzzfeed CPM Arbitrage Opportunity
$15 CPM
$10 CPM($5 CPM)
NBC Buzzfeed Social Synch Arbitrage Opportunity
* Average Buzzfeed CPM from WSJ
CASE IN POINT: THE POWER OF SOCIAL CAMPAIGN SPEND
Puma BPL Twitter Amplify Case Study
Impressions Engagements Engagement Rates Video Views
Organic Tweet
Results1.2MM 70K 6.24% 23.4K
Promoted Tweet
Results4.5MM 444K 9.90% 80.5K
Paid Media Difference
4x More
6x More 1.6x More 3x More
Source: Social Synch Data a/o 7/27/15
A PARTNERSHIP
A WORKABLE PLATFORMTHE TONIGHT SHOW WITH JIMMY FALLON
BUZZFEED CURRENTLY HAS A UNIQUE PAGE TO
COVER ALL THINGS OLYMPICS.
NBC OLYMPICS AND BUZZFEEDWHAT WE CAN DO
• Increase traffic to NBC Olympics Social Media Platforms
• Directly incorporate fan reactions
• Match NBC Olympic content with Advertisers’ brand messaging
SOCIAL SYNCHCOCA-COLA
Incorporating direct fan involvement
INTEGRATION ON SOCIAL MEDIA
SHARED STORIESFACEBOOK AND INSTAGRAM
THANK YOU!
APPENDIX
FORECAST SUMMARY
INSERT TEXT HERE
$75
Digital % of Linear: Applies Average Ratio of Digital to Total Spend of Sochi and London of
10% to $750 Total Forecast
Rio 2016 Digital Revenue Forecast
$67
National Digital Growth Rate: Applies the National Digital Growth Rate (YoY vs 2014) of
33% to Sochi (‘14) Digital Spend of $50.1
$58
Olympic Growth Rate: Applies a Forecasted Total Growth Rate of 15% to Sochi (‘14) Digital
Spend of $50.1
Method
* Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix
($ Millions)
38
BEST CASE OF $15 CPM; WORST CASE OF $5 CPM
NBCU Resell CPM
Buzzfeed CPM
$5 $6 $7 $8 $9 $10
$15 $10 $9 $8 $7 $6 $5
$16 $11 $10 $9 $8 $7 $6
$17 $12 $11 $10 $9 $8 $7
$18 $13 $12 $11 $10 $9 $8
$19 $14 $13 $12 $11 $10 $9
$20 $15 $14 $13 $12 $11 $10
($ Millions)
NBCU Arbitrage Sensitivity Analysis
* Linear forecast from Brian Wieser of Pivotal