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

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

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

THE SCIENCE   IN PRACTICE

THE WORLD TODAY

     11
HOURS DAILY CONTENT
                            5
                      HOURS PER DAY ON
                                          3.64
                                         AVERAGE DEVICES
   CONSUMPTION        OUR MOBILE PHONE     USED PER DAY

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

OVERALL CAMPAIGN CONTRIBUTION BY CAMPAIGN TYPE

                                              Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
                                                                                                                                        7
                            Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles

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, 2015-2017, (223 studies).
                                                                                                                                          8
                              Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles

THE ART OF INTEGRATION

1
SET THE BAR HIGH

2
INTEGRATE
COMPREHENSIVELY

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

MARKETERS’ VIEW   89%
OF CAMPAIGN FIT

NOW LET’S SWITCH TO THE CONSUMERS’ VIEW:

HOW MANY PERCENT OF CONSUMERS THINK CAMPAIGNS
            ARE WELL INTEGRATED?

CONSUMERS’ VIEW    41%
 OF CAMPAIGN FIT

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

3
CUE THE BIG IDEA

4
EVERY PIECE OF CONTENT COUNTS

5
CHOOSE CHANNELS WISELY

6
AND CUSTOMISE CAREFULLY

WE CREATE STORIES.
FOR, BY AND WITH MILLENNIALS

MILLENNIALS IN 2020:

AT THE PRIME OF THEIR
  SPENDING POWER

MILLENNIALS ARE CONTENT SAVVY

THEY’RE CONSUMING 11 HOURS OF
        CONTENT DAILY

EVERYONE WANTS A PIECE OF THAT ATTENTION

RESULTING IN FLOATED TIMELINES WITH CONTENT OF PUBLISHERS,
                   BRANDS AND FRIENDS

CURATING INFORMATION REAL-TIME

TIMELINES ARE MANAGED IN TWO WAYS:

1. THROUGH ALGORITHMS       2. THROUGH THEIR EYES AND THUMBS

EDGE-RANK                   BULLSHIT DETECTOR
QUALITY SCORES              VALUE
                            TRUST

MAKING ADVERTISING & PUBLISHING TODAY LIKE PLAYING ‘PONG’

THE BRANDWITH FOR MAKING IMPACT
 BECOMES SMALLER AND SMALLER

STORIES
  WHAT WE SHARE
   WITH BRANDS:

WE PLAY THE
SAME GAME
                  FORMAT

THE MAGIC

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

STEP 1

THE RIGHT MOMENT

LONG FORM CONTENT IS NOT DEAD

ON-THE-GO                  MULTI-TASKING                    FULLY IMMERSED

 SHORT, SNAPPY, VISUAL     MORE DEPTH, LONGER CONTENT      LONG FORM CONTENT
 SOUND-OFF                 WRITTEN ARTICLES                VIDEO: HORIZONTAL
 VIDEO: MOSTLY VERTICAL    VIDEO: VERTICAL & HORIZONTAL    KPI: DWELL TIME & CLICK
 KPI: REACH (NO CLICK)     KPI: DWELL TIME (NO CLICK)

BASED ON SCIENCE
 MODERN MARKETING IS ITERATIVE

STEP 2

THE RIGHT PLATFORM

80% OF ALL VICE TRAFFIC IS
GENERATED THROUGH SOCIAL

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

STEP 3

THE RIGHT DEVICE

70%
OF ALL VICE CONTENT CONSUMPTION
           IS ON MOBILE

          (up to 95% in the weekend)

VERTICAL VIDEO ON MOBILE

        300%
MORE ENGAGEMENT THAN
  HORIZONTAL VIDEO

STEP 4

DO NOT START YOUR THINKING WITH
           CONTENT

STORY.

PLATFORM.

CONTENT.

44

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

CONTACT?
sophie.schade@kantarmillwardbrown.com        rens.verweij@vice.com

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!