SXSW 2017 - Deep Dive Live Streaming Workshop For Promoters & Brands

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Content Convergence#LivestreamingSXSWLive Streaming Speakers#LivestreamingSXSWLive Streaming Logistics#LivestreamingSXSWLive Streaming Logistics#LivestreamingSXSWAge of the Content CreatorOne Content Marketing definition:Your customers dont care about you, your products, your servicesthey care about themselves, their wants and their needs.#LivestreamingSXSWAge of the Content CreatorContent marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.Content Marketing Institute#LivestreamingSXSWGeneral Electric, Marriott Hotels, IBM, Intel, Xerox, Zillow, REI, across all verticals, both B2B and B2C creating media hubs or acquiring them.6What Are People Passionate About?#LivestreamingSXSWWhat 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 #LivestreamingSXSWOut with the Old Advertising#LivestreamingSXSWhttp://www.adweek.com/digital/mastercard-is-embracing-the-internet-of-things-while-pulling-back-on-programmatic-advertising/9Out with the Old Advertising615 million active ad blockersYouTube dropping un-skippable 30-second ad spot#LivestreamingSXSWhttps://www.emarketer.com/Report/US-Ad-Spending-eMarketers-Updated-Estimates-Forecast-20152020/200191510Out with the Old AdvertisingUS digital video ad spending is expected to grow 12% in 2017 and 9% in 2018. J.P. MorganUS programmatic video ad spending to increase substantially next year over 2016 levels.eMarketer#LivestreamingSXSWhttps://www.emarketer.com/Report/US-Ad-Spending-eMarketers-Updated-Estimates-Forecast-20152020/2001915https://www.emarketer.com/Article/Four-Key-Things-Know-About-Digital-Video-Now/1015400?ecid=NL100111Out with the Old Advertising#LivestreamingSXSWThe third one is to make sure that we are eliminating, if not avoiding, things like ad fraud so that were only paying for the right things. For us, its very little [of a problem]. We stick to reputed sites. We dont just go into programmatic and give a price point and buy everywhere. We have a whitelist so we said, We want to [only] be on these sites, which really helps with mitigating if not eliminating ad fraud.http://www.adweek.com/digital/mastercard-is-embracing-the-internet-of-things-while-pulling-back-on-programmatic-advertising/12Out with the Old Advertising#LivestreamingSXSWhttp://www.cnbc.com/2017/01/31/procter-gamble-chief-marketer-slams-crappy-media-supply-chain.html13Out with the Old AdvertisingWorld Federation of Advertisers revealed that large brands are reviewing contracts related to almost $3 billion of spend on programmatic advertising.#LivestreamingSXSWOut 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#LivestreamingSXSWContent 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.Todays fans consume content in many different ways and we are in a continuous process of adapting to change and improving what we do.#LivestreamingSXSWExpected to lose 3 million subscribers a year. Disney CEO Bob Iger has downplayed the skepticism about ESPN, telling CNBC recently "there's way too much pessimism about ESPN, because ESPN is still in demand from three constituents you want to be in demand the most from. One distributors. Two - consumers and three - advertisers.YouTube and another that is coming soon from Hulu. ESPN is also launching its own streaming version at some point, although it won't have all of the network's content.16Content Convergence#LivestreamingSXSWContent ConvergenceFacebook Live#LivestreamingSXSWContent ConvergenceTelevision and Entertainment is device-based.Direct-to-Consumer Networks on the rise.Content everywhere. Attention is the new metric.#LivestreamingSXSW14 billion devices connected to the Internet to start 2017, two per person on average; by 2020, there will be 35 billion, or almost five per person on the planet (eMarketer).19The Rise of Branded ContentBuzzFeed expected branded content and agency services to drive nearly all of its $250 million in revenue for 2016.Wall Street JournalPremium Branded Content will be a $20 Billion Market by 2021.#LivestreamingSXSWhttp://giveitanudge.com/the-state-of-native-in-2017/20The Rise of Branded ContentTraditional marketing and advertising is telling the world youre a rock star. Content Marketing is showing the world that you are one.#LivestreamingSXSWImmersive StorytellingPromoters and Brands are in the Content & Story Telling Business.Creating stories for the fans, memories.Brands inserting themselves into those memories.#LivestreamingSXSWImmersive StorytellingVive Latino Live Streaming FestivalThree channels, 69 hours20 Hours of VR, 20 Hours 360 YouTubeLive streaming on Twitter, Facebook #LivestreamingSXSWLive Streaming Logistics#LivestreamingSXSWLive Streaming Logistics#LivestreamingSXSWLive Streaming Logistics#LivestreamingSXSWImmersive Storytelling#LivestreamingSXSWhttps://www.youtube.com/watch?v=P7n-GxJBw1k27Immersive Storytelling#LivestreamingSXSW28Immersive Storytelling#LivestreamingSXSWImmersive StorytellingLevitation Festival, 30K attendanceInternational attendeesSold 1,000 virtual ticketsNew Monetization Model#LivestreamingSXSWhttps://docs.google.com/document/d/18ygR3qMROoGhavgTnQSkT5xsNYxi-iHKpVaL8z1ag9E/edit30Immersive Storytelling#LivestreamingSXSWImmersive Storytelling#LivestreamingSXSWContent OpportunitiesUphoricTVGlobal Television Network#LivestreamingSXSWContent OpportunitiesMore than 80% of millennials rank making the world a better place as a priority in their life, and theyre gravitating toward brands that live this vision, Rob Candelino, Unilever.#LivestreamingSXSWhttps://www.forbes.com/sites/jefffromm/2017/01/31/how-unilever-is-winning-with-millennials-and-gen-z/#3ddd91f552fd34Content 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.#LivestreamingSXSWThank You!Kim Owenskowens@kaffeinebuzz.com kaffeinebuzz.com @kaffeinebuzzJohn Petrocelli, Peter Kahnjohn@bulldogdm.com, pkahn@bulldogdm.com bulldogdm.com @bulldogdm#LivestreamingSXSW