future sessions #2 - killer content
TRANSCRIPT
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2. KILLER
CONTENT
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JASON
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WHAT’S ALL THE
FUSS?
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WHAT’S THE
FUSS
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NILHAN
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DAN
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The Future
Sessions: ONLINE VIDEO HAS
DEMOCRATISED
MEDIA
Daniel Robb
Head of Travel, Google
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why video
is
important
to us as
people
how online
video is
changing
what we
consume
how
brands
can get
involved
1 2 3
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video is how
we see the world
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the power of sight,
sound and motion
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regardless of the
screen
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29 Google confidential
Digital Consumption continuous to expand
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great content
can come from
anywhere
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how brands
can get involved
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create content
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2partner with content creators
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promote
with ads
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And Remember………Ad Content is often great!!!!!
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video is
how we
see the
world
great
content
can come
from
anywhere
brands
can get
involved1 2 3
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REBECCA
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FAST, MOBILE, SOCIAL, REAL
Keeping up with brand imagery
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Insurance ads tested
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Travel ads tested
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Having seen this advert, we would now like you to tell us how much you agree or disagree with each of the following statements about the brand:
-1
0
1
Is Famous Is Trustworthy Is a high quality brand Is Distinctive
GBNI Tourist Boards: no image (201)
GBNI Tourist Boards: Royalty Free(203)
GBNI Tourist Boards: Premium (200)
Agree strongly
Disagree strongly
Total Sample: 604
C
B
A
Significance Level: A,B,C = 95%
BA C
Mean score on scale of +3 (agree strongly) to -3 (disagree strongly)
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DISCOVERY
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SIMPLICITY
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Thank You
Rebecca SwiftCreative Planning, Getty Images
0203 227 2620
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