The presentation from the SXSW 2017 live streaming workshop presented by Kim Owens of Kaffeine Buzz, and John Petrocelli and Peter Kahn of Bulldog Digital Media.
2016 saw an explosion of live streaming content across ALL devices. Designed for promoters, event producers, brands, and agencies, this workshop presented how the increase in live streaming content is shifting consumers’ expectations at the same time the advertising model is changing and evolving, delved into the logistics of producing a successful live streaming event, and included case studies of live streaming VR that is paving the way for new immersive, co-created experiences and branded content.
Listen to the full recording here: https://soundcloud.com/officialsxsw/deep-dive-live-streaming-workshop-for-promoters-sxsw-2017
5. #LivestreamingSXSW
Age of the Content Creator
One Content Marketing definition:
“Your customers don’t care about you, your
products, your services…they care about
themselves, their wants and their needs.”
6. #LivestreamingSXSW
Age of the Content Creator
“Content marketing is about creating
interesting information your customers are
passionate about so they actually pay
attention to you.”
Content Marketing Institute
8. #LivestreamingSXSW
What Are People Passionate About?
93% of Millennials like brands
the 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
10. #LivestreamingSXSW
Out with the Old Advertising
615 million active ad blockers
YouTube dropping un-skippable 30-second
ad spot
11. #LivestreamingSXSW
Out with the Old Advertising
US digital video ad spending is expected to
grow 12% in 2017 and 9% in 2018.
J.P. Morgan
US programmatic video ad spending to
increase substantially next year over 2016
levels.
eMarketer
14. #LivestreamingSXSW
Out with the Old Advertising
World Federation of Advertisers revealed
that large brands are reviewing contracts
related to almost $3 billion of spend on
programmatic advertising.
15. #LivestreamingSXSW
Out with the Old Advertising
The 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
16. #LivestreamingSXSW
Content Convergence
ESPN 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.
“Today’s fans consume
content in many different
ways and we are in a
continuous process of
adapting to change and
improving what we do.”
20. #LivestreamingSXSW
The Rise of Branded Content
BuzzFeed expected branded content and agency services
to drive nearly all of its $250 million in revenue for 2016.
Wall Street Journal
Premium Branded Content will be a $20
Billion Market by 2021.
21. #LivestreamingSXSW
The Rise of Branded Content
Traditional marketing and advertising is
telling the world you’re a rock star.
Content Marketing is showing the world
that you are one.
34. #LivestreamingSXSW
Content Opportunities
“More than 80% of
millennials rank
making the world a
better place as a
priority in their life, and
they’re gravitating
toward brands that live
this vision,” Rob
Candelino, Unilever.
35. #LivestreamingSXSW
Content is the Present & Future
Traditional Ad Model is Dead & Dying.
All forms of entertainment are streaming to the
device.
Branded content opens new Attention
opportunities for long-term relationships.
The third one is to make sure that we are eliminating, if not avoiding, things like ad fraud so that we’re only paying for the right things. For us, it’s very little [of a problem]. We stick to reputed sites. We don’t 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/
Expected 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.
14 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).