Shut up and talk about me

SHUT UP AND TALK ABOUT ME

22squared © 2014. All Rights Reserved

@christuff@22squared#CTAMThink

It’s the first thing I do in the morning and last thing I do at night.“ ”Everyone

THE AVERAGE USERS CHECKSTHEIR SMARTPHONE 150X DAILY


1/7 OF 18-24 WOULD GIVE UP FRIENDSFOR THEIR SMARTPHONE

WTF???40% SAID IT WOULD BE IMPOSSIBLE

TO GIVE UP PHONES FOR ONE DAY FOR $100

Motorola Mobility and B2X Study 201422squared © 2014. All Rights Reserved


WHERE ARE U.S. ADULTS USING SMARTPHONES?

9% 33% 32% 55% 12% 19%During sex On a

dinner dateAt a child’s/

school functionWhile driving In the shower In a church/

place of worship

35%In a movie

theatre


GAME OF PHONES?


THE TRUTH ABOUT CONSUMPTION


LIGHTWEIGHTVS.

LEAN-IN


THE TRADITIONAL FUNNEL IS DEAD


THE REALITY ABOUT AD SPENDS


% of Time Spent in Media vs. % of Advertising Spending, USA 2013

% o

f To

tal M

edia

Co

nsu

mp

tio

n T

ime

or

Ad

vert

isin

g Sp

end

ing

50%

PRINT RADIO TV INTERNET MOBILE

5%

19%

12%10%

38%

45%

25%

22%20%

4%

40%

30%

20%

10%

0%

TIME SPENT

AD SPEND

Internet Ad

= $43B

Mobile Ad

= $7.1B

Opportunity

in USA

~$30B+

THE MOBILE AD UNIT IS BROKEN


THE AMOUNT OF CONTENT

once outpaced our ability to consume all of it

CAPACITY TO CONSUME

AMOUNT OF CONTENT

TIME

22squared © 2014. All Rights Reserved Sharethrough

THE THUMB IS THE NEW REMOTE The Feed


THE FEED HAS INCREASEDOUR CAPACITY TO CONSUME CONTENT

THE RISE OF FEEDS

CAPACITY TO CONSUME

AMOUNT OF CONTENT

TIME

and we’re addicted

Sharethrough22squared © 2014. All Rights Reserved


WE’RE ADDICTED TO THE NEW

We’ve created a new habit without even realizing it



PROBLEM OPPORTUNITY<




WE BELIEVE THAT BRANDS CAN BE WELCOME INTRUDERS

INTO SOMEONE’S FEED


RIGHT CONTENT.RIGHT PERSON.RIGHT TIME.


THE EVOLUTION OF NATIVE FEEDS

TWITTER FACEBOOKPINTEREST INSTAGRAM TUMBLR


Facebook22squared © 2014. All Rights Reserved

MARKETING HAS CHANGED

BEFORE AFTER





ENTER: THE MULTITASKER

1. THE LEAN-IN CONSUMER




NFL @NFL

Peyton scores his 1st rushing TD in 5 years... faking out the defense AND the cameras.MUST-SEE - http://on.nfl.com/1a3QkGA

Promoted by Verizon Wireless

VIDEO: Manning Marches In This video is promoted by Verizon Wireless

5,332!RETWEETS

2,729!FAVORITES

7:57 PM - 6 Oct 13 · Details

US Open @usopen

IN CASE YOU MISSED IT: The stunning 54-shot rally between #Djokovic & #Nadal. Presented by @Heineken_US. WATCH - snpy.tv/13D7Mmb

Promoted by Heineken

Men�s Final - Nadal Vs Djokovic - 54 Shot Rally Instant Highlights of the 2013 US Open Presented by Heineken

View on web

1,587!RETWEETS

837!FAVORITES

8:28 PM - 9 Sep 13 · Details

TWITTER AMPLIFY




DURING GAME


NEXT DAY

2. THE DISTRACTED CONSUMER


THE DISTRACTED CONSUMER NEEDSTHUMB-STOPPING CONTENT!



KEYFRAMES.THEY’RE AN AD FOR YOUR AD.

MAKE THEM ENTICING TO LEAD YOURVIEWER THROUGH THE EXPERIENCE.

SPEND TIME ON


Watch our new Superbowl spot about how America is Beautiful.

vs.

Surfers


HOOKYou’re in their Feed.

You have 15 seconds.

You’re in auto-play.

CRAFTCraft a beautiful story.

Utilize key/poster frames.

Create original content.

DELIGHTThink episodically.

Create a linear experience.

Leave them happy.

THREE MAIN POINTS• F O R P R E M I U M V I D E O •


THE NEW NORMAL FOR BRANDS

More content + more often + less depth of engagement

DEPTHOF

ENGAGEMENT


THANKS!QUESTIONS?

@christuff@22squared#CTAMThink


Marketing

Shut up and talk about me