sxsw 2017 - deep dive live streaming workshop for promoters & brands
Post on 11-Apr-2017
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#LivestreamingSXSW
#LivestreamingSXSW
Live Streaming Speakers
#LivestreamingSXSW
Live Streaming Logistics
#LivestreamingSXSW
Live Streaming Logistics
#LivestreamingSXSW
Age of the Content CreatorOne Content Marketing definition:
“Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs.”
#LivestreamingSXSW
Age of the Content Creator
“Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
Content Marketing Institute
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What Are People Passionate About?
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What Are People Passionate About?
93% of Millennials like brandsthe sponsor live events.
8 in 10 Millennials feel the most effective way to connect with them is through music.
-”We Know Music Fans” Report, Momentum, AEG Presents
#LivestreamingSXSW
Out with the Old Advertising
#LivestreamingSXSW
Out with the Old Advertising615 million active ad blockers
YouTube dropping un-skippable 30-second ad spot
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Out with the Old AdvertisingUS digital video ad spending is expected to grow 12% in 2017 and 9% in 2018.
J.P. Morgan
US programmatic video ad spending to increase substantially next year over 2016 levels.
eMarketer
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Out with the Old Advertising
#LivestreamingSXSW
Out with the Old Advertising
#LivestreamingSXSW
Out with the Old Advertising
World Federation of Advertisers revealed that large brands are reviewing contracts related to almost $3 billion of spend on programmatic advertising.
#LivestreamingSXSW
Out with the Old AdvertisingThe number of video viewers will have a compound annual growth rate (CAGR) of 2.6%. The number of pay TV viewers will decrease by a CAGR of 1.1%.
- eMarketer
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Content ConvergenceESPN has lost more than 15 million subscribers, “a decline that shows no signs of letting up.”
“Changes coming to the network were not being driven by cost-cutting but by a desire to serve its audiences better,” Fortune.
“Today’s fans consume content in many different ways
and we are in a continuous process of
adapting to change and improving what
we do.”
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Content Convergence
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Content Convergence
Facebook Live
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Content ConvergenceTelevision and Entertainment is device-based.
Direct-to-Consumer Networks on the rise.
Content everywhere. Attention is the new metric.
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The Rise of Branded Content
BuzzFeed expected branded content and agency services to drive nearly all of its $250 million in revenue for 2016.
Wall Street Journal
Premium Branded Content will be a $20 Billion Market by 2021.
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The Rise of Branded Content
Traditional marketing and advertising is telling the world you’re a rock star.
Content Marketing is showing the world that you are one.
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Immersive StorytellingPromoters and Brands are in the Content & Story Telling Business.
Creating stories for the fans, memories.
Brands inserting themselves into those memories.
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Immersive StorytellingVive Latino – Live Streaming Festival
Three channels, 69 hours
20 Hours of VR, 20 Hours 360 – YouTube
Live streaming on Twitter, Facebook
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Live Streaming Logistics
#LivestreamingSXSW
Live Streaming Logistics
#LivestreamingSXSW
Live Streaming Logistics
#LivestreamingSXSW
Immersive Storytelling
#LivestreamingSXSW
Immersive Storytelling
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Immersive StorytellingLevitation Festival, 30K attendance
International attendees
Sold 1,000 virtual tickets
New Monetization Model
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Immersive Storytelling
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Immersive Storytelling
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Content Opportunities
UphoricTV
Global Television Network
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Content Opportunities“More than 80% of millennials rank making the world a better place as a priority in their life, and they’re gravitating toward brands that live this vision,” Rob Candelino, Unilever.
#LivestreamingSXSW
Content is the Present & FutureTraditional Ad Model is Dead & Dying.
All forms of entertainment are streaming to the device.
Branded content opens new Attention opportunities for long-term relationships.
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Thank You!Kim Owens
kowens@kaffeinebuzz.com kaffeinebuzz.com @kaffeinebuzz
John Petrocelli, Peter Kahnjohn@bulldogdm.com, pkahn@bulldogdm.com bulldogdm.com @bulldogdm
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