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

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 History •How Content has Changed •Branded Content Effectiveness •Three Rules for Branded Content

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

The content and audiences across 
 our channels are different…

Entertainment Food Crafting Female lifestyle Fitness Travel Parenting

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

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

% % 0 0 6 6 % % 5 5 4 4 % % 0 0 3 3 % % 5 5 1 1 % % 0 0 Unaided Ad Recall Aided Ad Recall Branded Content Ad Display Ad Source: 
 IPG Media Lab Branded content is 2x more memorable than display ads

AFFINITY Pre-Roll Branded Content 0% 4% 8% 12% 16% 20% 24% 28% RECALL Pre-Roll Branded Content 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: 
 Nielsen Branded content also outperforms pre-roll across various KPIs.

Branded/ Custom Content - 
 Rise above and get absorbed • In 2018, branded content spend 
 reached $9.4bn globally Source: 
 Polar •Canadian brands saw a 270% increase from 18’ Source: 
 Strategy Online to 19’ calling it a focus area

Red Bull

Dove - Beauty Sketches

Walkers - PepsiCo

Branded content RULE ONE: rules Use audience insights to tailor creative RULE TWO: Know the platforms RULE THREE: Utilize publishers strategically

RULE ONE Past audience insights 
 must drive creative

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

Studio UGC/ Manipulated Originals: UGC: DIY Tutorials RECIPE RECIPE Over indexes Over indexes 
 Over indexes SPONSORSHIP VIDEO VIDEO With women with women, With women an older audience PLATFORM PLATFORM ONLY ONLY DISPLAY DISPLAY INFLUENCER INFLUENCER PERFORMANCE PERFORMANCE ACTIVATION ACTIVATION

Spotlighting stories about food & DIY Recipe chefs who 
 Tutorial: made them: Does well 
 Does well 
 with women with men TOP-DOWN HERO CRAFTING SPONSORSHIP CAMPAIGN VIDEO PLATFORM ONLY DISPLAY INFLUENCER PERFORMANCE ACTIVATION

RULE TWO Know platforms - 
 Facebook, Instagram, Youtube.

2016 2018 2.0T 2.0T 1800 1.5T 1.5T Views Views 1300 Value Axis 1200 985 1.0T 1.0T 875 667 642 530 500B 500B 444 137 0s-30s 30s - 1m 1m - 2m 2m - 5m 5m - 10m 0s-30s 30s - 1m 1m - 2m 2m - 5m 5m - 10m Video Duration Video Duration Source: 
 Facebook Insights Shift in viewing habits from shorter form in 
 2016 to mid form views in 2018

When viewing Passive on Facebook, people aren’t VS overly seeking out videos Active

Facebook Watch Follower growth in 9 days 1M Follower growth in 1 month Follower growth in 6 weeks 1M 5M Views in 1 month 800M

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

25.0 25.0 21.26 % of Total Growth % of Total Growth 20.0 20.0 14.49 15.0 15.0 11.73 10.46 10.06 10.0 10.0 6.65 6.41 5.0 5.0 3.57 -0.26 -0.16 0 0 F13-17 F18-24 F25-34 F35-44 F45-54 M13-17 M18-24 M25-34 M35-44 M45-54 Video Duration Video Duration Demographic stats: 
 Source: 
 Facebook Insights • 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

Passive Mixture of active and passive viewing Active

2016 Views 1.6 Billion/ 470 Billion Instagram Video VS is taking off Source: 
 Tubular Labs 2018 Views 8.5 Billion/ 2.4 Trillion

Video SHORT Opportunities IG stories feature MEDIUM IG Feed LONG IGTV

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

Type of content doing well: Talent led The top 20 branded videos 
 in last 90 days were all from major influencers Source: 
 Tubular Labs

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

Very active viewership compared to Facebook and Instagram

In the last 365 days the highest viewership was 10-15 minutes, followed by 5-10 minutes. Longer form VS content doing better. Facebook’s highest viewership sits at 2-5min, 
 Instagram <1min 1st


 2019: 22x more sponsored posts from C reators Vs. Media Publishers Again, talent VS led content is killing it. IG: 1.45X towards Creators FB 3x towards Media Publishers

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.

RULE THREE Utilize Publishers Strategically

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

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

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

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

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

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

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