mi9 think tank july 2015 - insights & content innovation

INSIGHTS & CONTENT INNOVATION THINK TANK JULY 2015

ROGER BODGER Director of Content Innovation

Now We Collide

Collaborating with NEC/9mm/Mi9 for over 4 years Helping bring new ideas and video content to life

Deliver strategic, audience led, content creation

Connect the dots for brands & agencies linking content innovation with creative and client objectives

Finding right mix between innovation and best practice

”BY 2020 90% OF ALL WEB TRAFFIC WILL BE VIDEO”

YouTube's Robert Kynclhttp://www.forbes.com/sites/tomiogeron/2012/01/12/ces-live-youtubes-robert-kyncl/

http://www.forbes.com/sites/tomiogeron/2012/01/12/ces-live-youtubes-robert-kyncl/

THE RISE OF VIDEO CONSUMPTION NATIVE VIDEO - MOBILE

Digital video viewing nearly doubled on smartphones 2014-2015.

CONSUMERS AS PARTICIPANTS

Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively engaging with them.

Always-on and connected consumers want to create, curate & share their ‘experiences’

WELCOME TO GENERATION C. The rise of the connected consumer

https://www.youtube.com/watch?v=AHkNS9UF2gw





GENERATION C.

Not a demographic but an audience led mindset & behaviour

The connected generation are the onest we need to engage and connect with…

If done right, these people will proliferate the brand story and organically expand the brand ecosystem

METHOD TO GETTING IT RIGHT

1. Understand your audience & how they connect (Technology/Networks)

2. Understand how they interact with each other (Language/Culture/Content)

3. Deliver creative ways to intersect and engage in an authentic way leveraging technology

Innovation plays a key role here

ENGAGE. CAPTURE. CONNECT.

CONTENT CAPTURE

4K Cameras Drones

360 CamerasRemote Control Cameras

Bullet TimeUser Gen

Hidden Cameras

HUMAN INTERACTION

ExperientialKinect

Mocean Wearables

Projection Mapping Virtual Reality

Augmented Reality

APPLICATION/NETWORKS

Interactive VideoSocial VideoNative Video

Owned PlatformsCustom Build / Apps Social Aggregation

Analytics

8 Kenneth Street, Bondi Beach, 2026 NSWAUSTRALIA

T (+61) 2 8002 1918 [email protected]

DEFINING NATIVE VIDEO ADVERTISING



When we are talking about native we mean, hidden in plain sight, created as part of the user experience,

as opposed to interruptive or standard ad-placements.




It can be defined as social video advertising, editorially led promoted videos, promoted paid placement of a

video ad such that it slides into the natural, or native user experience on a site.

Versus interruptive like a pre- or mid-roll in-stream ad.




TYPE OF NATIVE VIDEO ADVERTISING

NON BRANDED

Documentary / First Person / Story Led Approach

PARTIALLY BRANDED

Joy TV Brand funded entertainment

FULLY BRANDED

BuzzFeed Brand led education/entertainment



LOVE AT FIRST KISS?

Editorial placement with article pertaining to whether romance is dead and that elusive first kiss and what it really means.

As part of the placement we run Street Style Vox Pops asking people about their ‘First Kiss’ or memorable romantic moment

Sponsored by ‘Tiffany & Co’ Romance Is Not Dead’

VOX POP LED NATIVE

IS ROMANCE DEAD?

https://www.youtube.com/watch?v=vtTW3dCPmk8



CREATE NATIVE INFLUENCERS

Build equity in new ‘vlogger' style talent so that brands are buying into a character that has an audience and fans - Not just a channel that has views.

Over time the value of these people will grow, so that you can charge a premium for them to feature.

Use seeding to create a call to action back to the native experience



SOCIAL VIDEONow more than ever we are teaming up with influencers

to help spread the word and extend the brand story.



http://www.apple.com

BE AUTHENTIC

TELL A GREAT STORYGET SOME LAUGHSTEST AND LEARN

mi9 think tank july 2015 - insights & content innovation

Marketing