THE ART OF INTEGRATION Rens Verweij, VICE Sophie Schade, Kantar Millward Brown

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1 THE ART OF INTEGRATION Rens Verweij, VICE Sophie Schade, Kantar Millward Brown

2 BEOORDEEL DEZE LEZING VIA DE MIE2018 APP! Geef direct na deze lezing jouw beoordeling. Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen. Let op: Mobiel uit of op stil!

3 THE ART OF INTEGRATION Rens Verweij, VICE Sophie Schade, Kantar Millward Brown

4 THE SCIENCE IN PRACTICE

5 THE WORLD TODAY HOURS DAILY CONTENT CONSUMPTION HOURS PER DAY ON OUR MOBILE PHONE AVERAGE DEVICES USED PER DAY

6 THE ART OF INTEGRATION HOW TO CONSISTENTLY BUILD YOUR BRAND IN THIS RAPIDLY CHANGING WORLD

7 OVERALL CAMPAIGN CONTRIBUTION BY CAMPAIGN TYPE Data Source: Kantar Millward Brown global CrossMedia studies, , (223 studies). Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles 7

8 NATURE OF MULTIMEDIA CAMPAIGNS Not very well integrated Integrated AND most media were customised well Integrated similar ads, but NOT well customised to individual media Data Source: Kantar Millward Brown global CrossMedia studies, , (223 studies). Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles 8

9 THE ART OF INTEGRATION

10 1 SET THE BAR HIGH

11 2 INTEGRATE COMPREHENSIVELY

12 HOW MANY PERCENT OF MARKETERS THINK THEIR CAMPAIGNS ARE WELL INTEGRATED?

13 MARKETERS VIEW OF CAMPAIGN FIT 89%

14 NOW LET S SWITCH TO THE CONSUMERS VIEW: HOW MANY PERCENT OF CONSUMERS THINK CAMPAIGNS ARE WELL INTEGRATED?

15 CONSUMERS VIEW OF CAMPAIGN FIT 41%

16 THERE IS A GAP BETWEEN HOW WELL MARKETERS THINK THEY INTEGRATE CAMPAIGNS AND WHAT CONSUMERS SEE

17 3 CUE THE BIG IDEA

18 4 EVERY PIECE OF CONTENT COUNTS

19 5 CHOOSE CHANNELS WISELY

20 6 AND CUSTOMISE CAREFULLY

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22 WE CREATE STORIES. FOR, BY AND WITH MILLENNIALS

23 MILLENNIALS IN 2020: AT THE PRIME OF THEIR SPENDING POWER

24 MILLENNIALS ARE CONTENT SAVVY THEY RE CONSUMING 11 HOURS OF CONTENT DAILY

25 EVERYONE WANTS A PIECE OF THAT ATTENTION RESULTING IN FLOATED TIMELINES WITH CONTENT OF PUBLISHERS, BRANDS AND FRIENDS

26 CURATING INFORMATION REAL-TIME TIMELINES ARE MANAGED IN TWO WAYS: 1. THROUGH ALGORITHMS 2. THROUGH THEIR EYES AND THUMBS EDGE-RANK QUALITY SCORES BULLSHIT DETECTOR VALUE TRUST

27 MAKING ADVERTISING & PUBLISHING TODAY LIKE PLAYING PONG THE BRANDWITH FOR MAKING IMPACT BECOMES SMALLER AND SMALLER

28 STORIES WHAT WE SHARE WITH BRANDS: WE PLAY THE SAME GAME FORMAT

29 THE MAGIC GETTING THESE STORIES INTO THE WORLD A FOUR-STEP-APPROACH

30 STEP 1 THE RIGHT MOMENT

31 LONG FORM CONTENT IS NOT DEAD ON-THE-GO MULTI-TASKING FULLY IMMERSED SHORT, SNAPPY, VISUAL SOUND-OFF VIDEO: MOSTLY VERTICAL KPI: REACH (NO CLICK) MORE DEPTH, LONGER CONTENT WRITTEN ARTICLES VIDEO: VERTICAL & HORIZONTAL KPI: DWELL TIME (NO CLICK) LONG FORM CONTENT VIDEO: HORIZONTAL KPI: DWELL TIME & CLICK

32 BASED ON SCIENCE MODERN MARKETING IS ITERATIVE

33 STEP 2 THE RIGHT PLATFORM

34 80% OF ALL VICE TRAFFIC IS GENERATED THROUGH SOCIAL

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36 VIDEO PLAY AT 25% TEST WITH TITLE-CARDS AT THE TOP

37 STEP 3 THE RIGHT DEVICE

38 70% OF ALL VICE CONTENT CONSUMPTION IS ON MOBILE (up to 95% in the weekend)

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40 VERTICAL VIDEO ON MOBILE 300% MORE ENGAGEMENT THAN HORIZONTAL VIDEO

41 STEP 4 DO NOT START YOUR THINKING WITH CONTENT

42 STORY. PLATFORM. CONTENT.

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45 THE ART OF INTEGRATION HOW TO CONSISTENTLY BUILD YOUR BRAND IN THIS RAPIDLY CHANGING WORLD CUE THE BIG IDEA STORY CHOOSE CHANNELS WISELY PLATFORM CUSTOMISE CAREFULLY CONTENT

46 CONTACT?

47 BEOORDEEL DEZE LEZING VIA DE MIE2018 APP! Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen. Bedankt voor jouw beoordeling en aanwezigheid!