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Profiting From Transmedia Branded Entertainment

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Profiting From Transmedia Branded Entertainment

  1. 1. Move from Delivering Advertising Impressions to Consumer Connections Profiting from Transmedia Branded Entertainment Evergreen Branded Media
  2. 2. THIS PRESENTATION WILL COVER... - What is Transmedia Branded Entertainment and why brands should include it into their annual marketing mix? * TV series LOST is used throughout as a successful example of what is possible when a story is expanded through Transmedia activation
  3. 3. A Major Marketing Disruption
  4. 4. Entertainment is one of the most talked about and shared social media activity globally • 30 billion – Pieces of content (comments, votes, photos, etc.) shared on Facebook per month. • 34 Billion - number of monthly video streams (USA) • 152 million – The number of blogs on the Internet • 25 billion – Number of sent tweets on Twitter in 2010 • 100 million – New accounts added on Twitter in 2010 • 175 million – People on Twitter as of September 2010 • 39 million – People following lady Gaga on facebook and Twitter. • 250 million – New people on Facebook in 2010. Now 600 million • 70% – Share of Facebook’s user base located outside the USA. • 20 million – The number of Facebook apps installed each day.
  5. 5. Video Snacking is Now an all Day Media Habit TV Print Outdoor Radio Online / Mobile Morning Journey to 7:00 AM Breakfast Paper Morning Email /Video Work News Show Social/News 9:00 AM Search/Blogs 11:00 AM Paper Lunch Drive Time Magazines Video 1:00 PM Snacking 3:00 PM Search/Blogs 5:00 PM Journey Drive Leisure Home Time Magazines 7:00 PM News Out to Dinner Multitasking Sports 9:00 PM (TV, Video, Social, Mail, Entertainment Blogs, Podcasts) 11:00 PM Reaching Consumers Throughout Their Media Day
  6. 6. The result is a big opportunity for brands to partner with content creators to create TRANSMEDIA BRANDED ENTERTAINMENT content that consumers choose to engage with and share with their friends across multiple platforms
  7. 7. What is Transmedia? “Transmedia is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world. By using different media formats, it creates "entry-points" through which consumers can become immersed in a story world”. Henry Jenkins Social Mobile Gaming TV Show Media Apps Web Series Print Music UGC DL Storytelling with new tools
  8. 8. Integrating brand messaging into digital short-form content: Entertain first, advertise second… it’s all about a quality storytelling experience. Brands have the opportunity to ORGANICALLY integrate their messaging across multiple dimensions of a story or reality format. Viewers should feel rewarded for their selection, attention and advocacy. Brand as Brand as Scenery Story Brand as Brand as Conversation Character Brand as Utility
  9. 9. Design Transmedia content for the 1% heavy users In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action. Give immersed users a platform to entertain the lurkers
  10. 10. Brands can organically integrate messaging into a variety of consumer video viewing needs Helpful video Entertaining video Let me Provide me with Connect me Help me find experience Give me a utility and to community cool stuff something new chance to win convenience Help me fit Let me Let me Show me how Make me smile, your product experience express it works laugh or cry into my life something new myself Brand / Consumer Video Engagement Opportunities
  11. 11. Advertisers can use Transmedia Branded Entertainment to better Target & Engage new profitable consumer segments (at a lower cost) Teen girls Women 21 + interested in into yoga art Men 18+ Sports Teen boys who geeks Traditional Media play Lacrosse New Brides 22+ Primary Brand Proposition Secondary / Tertiary Brand Proposition Unlimited Digital Media Shelf Space TransMedia: The Long Tail Of Brand Image
  12. 12. Transmedia Activation Drives Significant Consumer Engagement (ratings) CPR Nielsen Rank Rank Lost: 2 34 Gossip Girl: 14 125 (Originally a Web Series) Chuck: 25 57 (Subway Brand sponsorship) CPR: Content Power Rating - combines TV and online social media metrics to measure full consumer engagement (Optimedia / Nielsen USA 2010)
  13. 13. Brand Advertisers benefit from Transmedia Branded Entertainment because consumers CHOOSE to ENGAGE with and SHARE the content across multiple platforms, leading to more time spent with Brand messaging. Share of Share of Time Mind Share of = Share of MARKET Conversation iLost. 4 8 15 16 23 42
  14. 14. Transmedia: A Win Win Win Result Brand Advertisers: - ENTERTAIN TO ENGAGE: Brand message integration into entertainment based content creates stronger emotional appeal and connection with consumers - Stays connected with consumers throughout their media day Consumers: - More interesting content that is targeted to their tastes / lifestyle and how they consume media - More FREE content to engage with and share with their friends Content Creators: - New revenue streams
  15. 15. Scott Hicks - Partner scott@evergreenbrandedmedia.com Office: 503-224-4087 Cell: 503-702-0759 2580 NW Upshur Street Portland, OR 97210

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