innovfest unbound asia 2016: the shifting fundamentals of brand advertising
TRANSCRIPT
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Making the Internet Great Again
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in the eyesContentof millennials
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>60%of web traffic comes
from Facebook referrals(source: Fortune magazine)
15 secs(source: Time.com)
Avg. time spentreading online content
78%of users don’t finish online
articles(source: Slate.com)
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Real value?
we foolin’?Who are
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we foolin’?Who are
The realities ofbrand-marketingcampaigns
Sources: Google, 2014; Business Insider, 2015, Adobe, 2015
198Mpeople worldwideuse ad blockers
0.22%Avg. engagement rate of branded Facebook pages
0.06%Average CTR of display ads
56%of digital ads served
are never seen
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We are facing daunting conditions. [Our commercial team] is braced for tough times in the months ahead.”- Financial Times Managing Editor James Lamont, April 2016
The fundamentals are shifting
This Tech Bubble Is Ready to Burst“Without a doubt, the fear cycle is what we’re living through right now.”- Yatin Mundkur, partner, Artiman Ventures, May 2016
“
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'Absolutely petrified': Publishing in Facebook's era of empire – Digiday, April 2016
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How can you get back on track?
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Consumers have lost patience … The media industry must make it easier for them to consume content.
“Robert Iger, Chairman & CEO,(source: Deutsche Bank 2016 Media, Internet & Telecom Conference)
“
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Conversations Quiz
99.9% Of People Can't Win Against Trump In A Debate, Can You?
Video
Donald Trump takes aim at GOP, Dem rivals ahead of Super Tuesday
94% completion rate
Industry avg: 22%
11% share rate
Industry avg: 0.2%
4:30 minsessions
Industry avg: 15 secs
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TL; DR
Old-school vs. new-school content creation
Playbuzz
VS.
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InteractivityDataFormats
Countdown
Flip Card
Video Snaps
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Publishers, brands & users createoptimizedcontenton Playbuzz
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Embedcontent on any site,app or social channel
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The world’s leading publishers & brands use to engage audiences across all
devices
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Branded campaignsthat perform like editorial content
• 0.25 $/£/€ CPE• 30%-40% rev
share• 86% start rate• 88% completion
rate• 5% share rate• 2:00+ min.
sessions
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Deliver a fun, engaging user experience
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Scale
Platform
Advertiser
Sponsored Content at scale
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THANK YOU!