THE STATE OF BRANDED CONTENT
MIHAI FANACHE - CEO, NEWSROOM AI
Web Stories: A new age for Glamour's storytelling
www.glamour.ro
Web Stories: A new age for our storytelling
9 SECONDS
5 SECONDS
8 SECONDS
THE AVERAGE HUMAN ATTENTION SPAN IS... LOOK, A BIRD!
HUMANS, 2019
GOLDFISH
PUPPY
BUILD A BETTER
CONTENT FORMAT
RE-IMAGINE OUR
CONTENT PROCESS
COME TO TERMS
WITH REALITY
15 SECONDS
140 CHARACTERS
10 SECONDS
BRANDED
CONTENT
800+ WORDS
in a world of bite-size content, branded content remains a painfully boring experience
The Newsroom AI Authoring platform
With over 1 Billion daily users,
Stories are by far the fastest growing areas of online communication today, for news, entertainment and branded content.
25
SEC.
4.24
AVG SESSION:
MIN
AVG. SESSION:
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We help transform the storytelling of top global publishers.
what is branded content?
Yikes!!
Brands start showing more of the story behind the product and less of the product itself.
that goes by the name of content.
119 years of branded content
understand the needs of your client
create uniquely valuable content
grow target audience
curate memorable experiences
build a platform and deliver consistently over 119 years
GETTING 5 FUNDAMENTAL PRICINPLES RIGHT:
eight ideas worth considering for 2020
ONE
come to terms with reality
ONE
BUILD A BETTER CONTENT FORMAT
TWO
RE-IMAGINE OUR CONTENT PROCESS
THREE
COME TO TERMS WITH REALITY
They don’t want to engage with brand, co-create with brands, sleep with brands, develop a conversation or be part of branded communities.
CONSUMERS ARE NOT IN LOVE WITH BRANDs
SOURCE: HAVAS MEANINGFUL BRANDS STUDY 2019
77%
of people expect brands to contribute to their quality of life.
76%
of brands would disappear today, nobody would care
of content created by brands is not relevant to consumers
58%
if
SOURCE: HAVAS MEANINGFUL BRANDS STUDY 2019
"They reach your heart as well as your mind, creating an intimate, emotional connection that you just can't live without.”
kevin roberts, ceo saatchi & saatchi - 2004
And it turns out that consumers have little interest in the content that brands create. Very few people want it in their feed. Most view it as clutter or brand spam. Only three brands have cracked the YouTube Top 500.
Branding in the Age of Social Media - Harvard Business Review
so everyone is creating content today
consumers are creating their own content
(and hardly need yours)
THE GOLDEN AGE OF
BRANDING
THE GOLDEN AGE OF
DELUSION
2004
2019
Brand loyalty? Probably not.
convenience, habit, mild satisfaction
BUILD A CONTENT CREATION PROCESS
two
UBER: "We ignite opportunity by setting the world in motion."
COCA COLA: "To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions."
STARBUCKS: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
PHILIPS: “Improving people’s lives through meaningful innovation.”
P&G: “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers.”
WALMART: “We save people money so they can live better.”
BUILD SOMETHING VALUABLE
three
news
opinion
entertainment
DOCUMENTARY
Main types of content:
news:
opinion:
CONFUSION:
INSPIRE
EDUCATE
HELP
The roles of branded content
INFORM
ENTERTAIN
REWARD
PS: you don't have to have them all
JANUARY 2020
MARCH 2020
JANUARY 2020
FEBRUARY 2020
MAY 2020
Brand-enabled journalism
stories convey more than facts: building a narrative arc
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AND THE RESULT...
THE STRUGGLE...
People are not just buying products, they are buying better versions of themselves, and they want to know how your product will shape their lives and their narratives.
THE BASIC NARRATIVE ARC
Harry potter and the deathly hallows
by j.k. rowling
narrative arc of
SOCIAL
display ad
TAPPABLE STORY
No conflict, no climax, no resolution = no story
VERTICAL IS THE NEW BLACK
five
the cameraS HERE are shooting vertical
VERTICAL IS COMING TO CANNES
www.glamour.ro
mix and match content types
six
how exciting is this?
Introduce new collections or product catalogues via direct shoppable links to products featured in images or videos.
CLICK HERE TO
INTERACT
product tags
4
Boost your Story engagement with interactive content that captivates audiences and loops back relevant customer feedback into your dashboard.
quizzes and polls:
CLICK TO
RESPOND
Enrich your content with external embeds such as social media posts, Youtube videos or Spotify playlist recommendations.
CLICK HERE TO
INTERACT
SOCIAL CARDS
EXPLORE BRANCHING NARRATIVES
Standard call to action
Birds-eye view of the content
Tap to move forward
Tap to go back
Story Navigation bar
Editorially endorsed by publisher
scale is the name of the game
EIGHT
Run your campaigns in a premium environment in standard of Display inventory that expands to full width and height of the device.
0.08%
BANNER AD
INTERACTION
RATE
8.24%
BRAND STORY
INTERACTION
RATE
DISCOVER
IN A TRUSTED ENVIRONMENT
EXPLORE
WITHOUT LEAVING THE SITE
Create chat bots that automatically distribute content via apps such as Whatsapp (requires Verified Accounts)
recap
BEFORE WE FINISH...
thank you
MIHAI FANACHE - M@NWS.AI
Consumers are no longer buying what you do. They are buying into why you do it. They are putting their faith in brands to stand for something and couldn’t care less if you double your display or video budgets overnight.
THE WORLD HAS GONE MOBILE & VERTICAL
FACT two:
Unlike the ever-changing waves of rich-media formats, Stories
are now used by 1.7 billion people and, for the first time, allow consumers to engage intuitively with a single branded content format.
tbd
Recommend additional stories for your audience to enjoy once they completed their first piece.
CONTENT RECOMMENDATIONS
60%
of content created by brands is ‘just clutter’
FACT two:
60%
of content created by brands is ‘just clutter’
FACT two:
Havas Media Brands Study 2019
Consumers are not in love with your brand. They don’t want to engage with you brand, co-create with your brand, sleep with your brand, develop a conversation or be part of your branded community. Consumers are simple creatures. They have straightforward needs and easily observable behaviors. All while marketers want to complicate the shit out of everything.
not
CONSUMERS ARE
FACT one:
IN-LOVE WITH YOUR BRANDS
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Consumers are not in love with your brand. They don’t want to engage with you brand, co-create with your brand, sleep with your brand, develop a conversation or be part of your branded community. Consumers are simple creatures. They have straightforward needs and easily observable behaviors. All while marketers want to complicate the shit out of everything.
in love
CONSUMERS ARE not
FACT 1:
WITH YOUR BRANDS
Turn Sound On
Story Progress Bar
Story 360 View
Tap to move forward
Tap to go back
Consumers are not in love with your brand. They don’t want to engage with you brand, co-create with your brand, sleep with your brand, develop a conversation or be part of your branded community. Consumers are simple creatures. They have straightforward needs and easily observable behaviors. All while marketers want to complicate the shit out of everything.
purpose
CONSUMERS ARE not
FACT 1:
WITH YOUR BRANDS
web STORIES: A NEW AGE FOR BRANDED CONTENT
- What are Brand Stories?
- Why this format?
- Expected results
- Where will the stories run?
- Measurement & third party tracking
- Types of content
- Case studies
USE ARROW KEYS TO NAVIGATE
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Brand Stories are self contained experiences that immerse audiences into a dynamic environment engineered for the mobile web.
CLICK HERE TO
INTERACT
what are brand stories?
The Story format allows brands to cut through the clutter and communicate to audiences that are increasingly immune to traditional advertising formats.
CLICK HERE TO
INTERACT
WHY THIS FORMAT?
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Stories create a new visual narrative for the social media generation.
0.08%
BANNER AD
INTERACTION
RATE
6.24%
BRAND STORY
INTERACTION
RATE
- Come to terms with reality
- Build something that's valuable - roles
- Vertical is the new black
- Bite size is the right size
- Tell a goddamn story
- Re-define engagement
- Scale is the name of the game. 30 likes are zero
- One offs are dead
- Content has become more diverse than ever
- Create your own customer journey
- Understand your role and who you work with - roles have swaped
- Tell a real story > narrative arc. People feel nothing when there's no drama, momentum. People need stories, not ads. I understand there's not always a story to be told... but with the right structure, there might be.
An industry leading authoring environment custom built for SPH
Your campaigns will run in a premium environment across Native or Display inventory that expands to full width and height of the device.
WHERE WILL MY STORY RUN?
WHICH KPIS DO WE
REPORT ON?
- Story impressions*
- Scene impressions
- Avg. Scene Time
- Avg. Story Time*
- CTA Taps
- Attachment Swipe-ups
- Tap Through Rate*
- Avg. Depth
- Quiz & Poll results
* can be 3rd party tracked via MOAT & IAS
mix and match
any type of content
- Product tags
- Product Series
- Social Cards
- Quizzes and Polls
- Lead Capture
- Influencer Content
- Content Recommendations
- Attachments
Introduce new collections or product catalogues via direct shoppable links to products featured in images or videos.
CLICK HERE TO
INTERACT
1. product tags
4
Create dynamic product catalogues that are connected to live inventory management systems such as Shopify.
2. PRODUCT series
DISCOVER
IN A TRUSTED ENVIRONMENT
EXPLORE
WITHOUT LEAVING THE SITE
Enrich your content with external embeds such as social media posts, Youtube videos or Spotify playlist recommendations.
CLICK HERE TO
INTERACT
3. SOCIAL CARDS
Boost your Story engagement with interactive content that captivates audiences and loops back relevant customer feedback into your dashboard.
4. quizzes and polls:
CLICK TO
RESPOND
Capture visitor or campaign data right into your content with in-story Forms
5. LEAD CAPTURE:
Amplify your Instagram Stories or influencer content across new audiences and into a premium content environment.
6. INFLUENCER CONTENT
Recommend additional stories for your audience to enjoy once they completed their first piece.
7. CONTENT RECOMMENDATIONS
Attach tweets, maps, coupons or discount codes to the content or provide contextual information and buying options such as colour or size without leaving the story.
8. ATTACHMENTS
CLICK TO OPEN
ATTACHMENT
CASE STUDIES
- BMW
- Samsung
- Givenchy
- Max Mara
- Vodacom
- Unilever
- Adidas
Client:
BMW
Media:
Initiative / IPG
Creative:
Branching Narratives
Campaign Date:
May 2019
Engaged time:
92 seconds
Avg. Depth:
68%
CTA Rate:
16%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Samsung
Media:
Zenith Optimedia
Creative:
Branching Narratives
Campaign Date:
June 2019
Engaged time:
63 seconds
Avg. Depth:
74%
CTA Rate:
29%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Givenchy
Media:
OMD
Creative:
Glamour Magazine
Campaign Date:
June 2019
Engaged time:
98 seconds
Avg. Depth:
72%
Action rate:
8%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Max Mara
Media:
-
Creative:
Glamour
Campaign Date:
January 2019
Engaged time:
130 seconds
Avg. Depth:
58%
CTA Rate:
12%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Vodacom SA
Media:
Wavemaker
Creative:
Branching Narratives
Campaign Date:
June 2019
Engaged time:
34 seconds
Avg. Depth:
58%
Action rate:
16%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Unilever
Media:
Mindshare
Creative:
Branching Narratives
Campaign Date:
August 2019
Engaged time:
38 seconds
Avg. Depth:
61%
Action rate:
46%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Client:
Adidas
Media:
Mediacom
Creative:
Branching Narratives
Campaign Date:
July 2019
Engaged time:
67 seconds
Avg. Depth:
96%
Action rate:
42%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
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Content Connect
By mihaifanache
Content Connect
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