Blinded by Content Defining Content - how has it changed and what - - PowerPoint PPT Presentation

▶
blinded by content
SMART_READER_LITE
LIVE PREVIEW

Blinded by Content Defining Content - how has it changed and what - - PowerPoint PPT Presentation

Oct 08, 2022 147 likes •641 views

Blinded by Content Defining Content - how has it changed and what are the new rules April 2019 INTRO Business General Development Manager Canada Canada Tanner Ross Kelly Yellowlees AGENDA Jungle Creations Content

slide-1
SLIDE 1

Blinded by Content

April 2019

Defining Content - how has it changed 
 and what are the new rules

slide-2
SLIDE 2

INTRO

Tanner 
 Kelly Ross 
 Yellowlees Business 
 Development Canada General 
 Manager 
 Canada

slide-3
SLIDE 3

AGENDA

  • Jungle Creations Content History
  • How Content has Changed
  • Branded Content Effectiveness
  • Three Rules for Branded Content
slide-4
SLIDE 4

Jungle Creations: 
 Our Content History

  • 90,000 video posts since 2014
  • Generated over 108bn views since 2014
  • 44,200 posts in 2018 alone (70% video, 30% articles)
  • 15.4m engagements per week on our posts
  • Video posts averaging 1.4m views, larger channels VT & Twisted 3m
  • VT was 3rd & Twisted 5th globally for branded posts in 2018
slide-5
SLIDE 5

The content and audiences across 


  • ur channels are different…
slide-6
SLIDE 6 Crafting Parenting Female lifestyle Fitness Entertainment Travel Food
slide-7
SLIDE 7

Video formats

RECIPE VIDEO HERO CAMPAIGN TOP-DOWN CRAFTING VIDEO STUDIO ORIGINALS & PRODUCT SPOTLIGHT SPONSORSHIP DISPLAY PLATFORM ONLY ACTIVATION INFLUENCER PERFORMANCE

slide-8
SLIDE 8

Branded Content 
 and Custom Content

Defining Branded content (Jungle and IAB):


  • Purpose to establish a deeper connection with its audience
  • Strategic/ subtle use of brand messaging
  • Can be done in conjunction with a publisher or platform or without
  • Custom Content: Created by a publisher for a publishers audience
  • Ultimately it is content people want to watch and engage with
slide-9
SLIDE 9

Branded content is 2x more memorable than display ads

% 1 5 % 3 % 4 5 % 6 % Unaided Ad Recall % 1 5 % 3 % 4 5 % 6 % Aided Ad Recall Branded Content Ad Display Ad Source: 
 IPG Media Lab
slide-10
SLIDE 10

Branded content also outperforms pre-roll across various KPIs.

Source: 
 Nielsen Pre-Roll Branded Content 0% 4% 8% 12% 16% 20% 24% 28% Pre-Roll Branded Content 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AFFINITY RECALL
slide-11
SLIDE 11

Branded/ Custom Content - 
 Rise above and get absorbed

  • In 2018, branded content spend 


reached $9.4bn globally

  • Canadian brands saw a 270% increase from 18’

to 19’ calling it a focus area

Source: 
 Polar Source: 
 Strategy Online
slide-12
SLIDE 12

Red Bull

slide-13
SLIDE 13

Dove - Beauty Sketches

slide-14
SLIDE 14

Walkers - PepsiCo

slide-15
SLIDE 15 Use audience insights to tailor creative

RULE ONE:

Utilize publishers strategically

RULE THREE:

Know the platforms

RULE TWO:

Branded content rules

slide-16
SLIDE 16

RULE ONE

Past audience insights 
 must drive creative

slide-17
SLIDE 17

HERO CAMPAIGN STUDIO ORIGINALS & PRODUCT SPOTLIGHT RECIPE VIDEO TOP-DOWN CRAFTING VIDEO SPONSORSHIP PLATFORM ONLY ACTIVATION DISPLAY INFLUENCER PERFORMANCE

slide-18
SLIDE 18

RECIPE VIDEO PLATFORM ONLY ACTIVATION DISPLAY INFLUENCER PERFORMANCE RECIPE VIDEO SPONSORSHIP DISPLAY PLATFORM ONLY ACTIVATION INFLUENCER PERFORMANCE

DIY Tutorials Over indexes With women Studio Originals: Over indexes With women UGC/ Manipulated UGC: Over indexes 
 with women, an older audience
slide-19
SLIDE 19

HERO CAMPAIGN TOP-DOWN CRAFTING VIDEO SPONSORSHIP DISPLAY PLATFORM ONLY ACTIVATION INFLUENCER PERFORMANCE

Spotlighting stories about food & chefs who
 made them: Does well 
 with men DIY Recipe Tutorial: Does well 
 with women
slide-20
SLIDE 20

RULE TWO

Know platforms - 
 Facebook, Instagram, Youtube.

slide-21
SLIDE 21
slide-22
SLIDE 22 Source: 
 Facebook Insights 500B 1.0T 1.5T Views 2.0T Video Duration 0s-30s 30s - 1m 1m - 2m 2m - 5m 5m - 10m 137 667 985 1300 530 Value Axis Video Duration 0s-30s 30s - 1m 1m - 2m 2m - 5m 5m - 10m 444 1800 1200 875 642 500B 1.0T 1.5T Views 2.0T

Shift in viewing habits from shorter form in 
 2016 to mid form views in 2018 2016 2018

slide-23
SLIDE 23

Active Passive

When viewing

  • n Facebook,

people aren’t

  • verly seeking
  • ut videos

VS

slide-24
SLIDE 24

Facebook Watch

Follower growth in 9 days

1M

Follower growth in 6 weeks

5M

Views in 1 month

800M

Follower growth in 1 month

1M

slide-25
SLIDE 25

Compared to similar channels we own with similar content (Kidspiration and Brush) having 4M followers and less views despite being older channels.

slide-26
SLIDE 26 Source: 
 Facebook Insights % of Total Growth 5.0 10.0 15.0 20.0 25.0 Video Duration F13-17 F18-24 F25-34 F35-44 F45-54 10.06 14.49 21.26 10.46
  • 0.26
% of Total Growth 5.0 10.0 15.0 20.0 25.0 Video Duration M13-17 M18-24 M25-34 M35-44 M45-54 3.57 6.65 11.73 6.41
  • 0.16
Demographic stats:

  • Techspot: Feb 2019- 62% of 12-34 year olds in US log into FB Vs. 79% in 2017
  • Jungle Creations- 25-34 year olds are our biggest growth demographic last year
slide-27
SLIDE 27
slide-28
SLIDE 28

Mixture of active and passive viewing

Active Passive

slide-29
SLIDE 29

2016 Views 1.6 Billion/ 470 Billion

Instagram Video is taking off

VS

2018 Views 8.5 Billion/ 2.4 Trillion

Source: 
 Tubular Labs
slide-30
SLIDE 30 IG stories feature

SHORT

IGTV

LONG

IG Feed

MEDIUM

Video Opportunities

slide-31
SLIDE 31

Type of content doing well: Talent led

January 2019 saw 23 of the top 30 videos in terms of views 
 by celebrities such as:

  • Kylie
  • Cardi
  • The Rock
  • Salt Bae
Source: 
 Tubular Labs
slide-32
SLIDE 32

Type of content doing well: Talent led

The top 20 branded videos 
 in last 90 days were all from major influencers

Source: 
 Tubular Labs
slide-33
SLIDE 33

Viewership up almost 1000% since allowing previews of IGTV in feed posts

IGTV VIEWERSHIP

We started uploading IGTV videos to our channel feed March 14th 2019 and we have seen anywhere from 56% to 375% of viewership increase

slide-34
SLIDE 34
slide-35
SLIDE 35

Very active viewership compared to Facebook and Instagram

slide-36
SLIDE 36

In the last 365 days the highest viewership was 10-15 minutes, followed by 5-10 minutes.

Longer form content doing better.

VS

Facebook’s highest viewership sits at 2-5min, 
 Instagram <1min 1st

slide-37
SLIDE 37

2019: 22x more sponsored posts from Creators Vs. Media Publishers

Again, talent led content is killing it.

VS

IG: 1.45X towards Creators 
 FB 3x towards Media Publishers

slide-38
SLIDE 38

Youtube: The content search engine

Youtube is utilized as a search engine compared to FB/ IG. 
 We tailor a lot of our content to big tentpole events and high frequency search items.

slide-39
SLIDE 39
slide-40
SLIDE 40

RULE THREE

Utilize Publishers Strategically

slide-41
SLIDE 41

Rule three: Utilize Publishers Strategically

Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them
slide-42
SLIDE 42

Rule three: Past audience insights must drive creative

Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them
slide-43
SLIDE 43 Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them

Rule three: Past audience insights must drive creative

slide-44
SLIDE 44 Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them

Rule three: Past audience insights must drive creative

slide-45
SLIDE 45 Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them

Rule three: Past audience insights must drive creative

slide-46
SLIDE 46 Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community Which trusts them

Rule three: Past audience insights must drive creative

slide-47
SLIDE 47 Brand safety: Non-branded content posts Risk by platforms / Platform programmatic vs. Publisher branded content Do they know you’re 
 target audience? Do they have access to an audience you don’t? Do they have a data driven approach to creative? Robust testing model? Content rights? Data transparency? Top funnel activity for pass back Engaged community which trusts them

Rule three: Past audience insights must drive creative

slide-48
SLIDE 48

Jungle Creations branded content

  • utperforms client’s owned content.

Baileys x Twisted

Campaign engagement rate

9%

Baileys average engagement rate

7%

Velux x VT

Video engagement rate

15%

Velux average engagement rate

9%

Frank’s RedHot x Twisted

Campaign engagement rate

8%

Frank’s average engagement rate

5%

slide-49
SLIDE 49

THANK YOU

April 2019