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The Future of Storytelling [ThinkContent New York 2018]
- 1. PRIVATE AND CONFIDENTIAL | VICE 2018 THINKCONTENT - NYC - 6th JUNE 2018 @domdelport
- 3. VICE VICE Mission The most influential youth media brand in the world.
- 4. VICE 4 Affluent Multicultural Educated Source: NMR, 9/26/16-2/26/17, Mon-Sun/8pm-11pm, L+SD data Source: comScore, January 2017, 18+ base 1IN 3 Excludes sports and news networks Excludes sports and news VICELAND.com uvs w/ college education vs. total internet Source: iSpot Smart TV Study, August 2016, ads + promos NON-WHITE 1IN 2 EARN $75K+ /YEAR 1IN 3 MILLENNIALS VISIT VICE 2 IN 3 COLLEGE EDUCATED Engaged The most influential…
- 5. A Multi-Platform Media Company For Y & Z youth media brand…
- 6. 6 Operates In 36 Countries Expanding to 55 by in2019 AMSTERDAM LONDON* DUBAI BARCELONA NEW YORK* z JAKARTA MELBOURNE SYDNEY AUCKLAND MUMBAI HONG KONG SINGAPORE SEOUL TOKYO BEIJING DELHI CAPE TOWN MOSCOW COPENHAGEN BELGRADE SÃO PAULO BOGOTA MEXICO CITY MIAMI SAN FRANCISCO LOS ANGELES SHANGHAI WASHINGTON DC BERLIN WARSAW LISBON PRAGUE MILAN ATHENS VIENNA BUDAPEST ZURICH STOCKHOLM BUCHAREST MADRID PARIS SAN FRANCISCO TORONTO MONTREAL QUEBEC …in the world
- 7. Digital TV VICE News / HBO 97MM+ US uniques /mo 173.8MM+ Global uniques/mo 100+ Deep Brand Partnerships #1 for Advertiser Retention #1 news show for American youth 4.5MM-5MM Viewers a Week Combined Cable Prime Avg. Among 18-49 59K+ MEDIA
- 8. 23Mm+ Monthly Uniques Globally 50% 50% Male Female #Top2 Discover Channel In 10 Countries VICE on Snapchat discover offers advertisers a unique and premium environment for full screen, 100% viewable, sound-on mobile campaigns. Vice On Snapchat Discover
- 9. A Deep Vertical Expertise HEALTH NEWS MUSIC TECHNOLOGYFOOD IMPACT GAMING MAGAZINE DESIGNSPORTS FASHION WOMEN’S INTERESTS
- 10. 10 The Most Engaging Content 1.32 1.64 1.96 2.28 2.6 Mic Pitchfork Thrillist. The Atlantic Vox Refinery29 Complex Slate CNN VICE 1.1 1.5 1.6 1.7 1.7 1.8 1.8 1.9 1.9 2.1 2.3 2.6 2.6 Average number of minutes spent on a page during each visit SOURCE:(COMSCORE MULTI-PLATFORM, FEBRUARY 2017) 10
- 11. PRIVATE AND CONFIDENTIAL | VICE 2018 1 in every 3 seconds spent browsing VICE content is with an ad in view. SOURCE: Q4 2016 MOAT BENCHMARKS The Most Engaging Ads
- 12. The audience is the media
- 13. PRIVATE AND CONFIDENTIAL | VICE 2017 13 We listen to our audience We value their voices Audience centric
- 14. PRIVATE AND CONFIDENTIAL | VICE 2018
- 15. gen-z Kevin Abstract, star of “American Boyband” on VICELAND $200 billion in annual spending power 40% of consumers by 2020 the next generation of business and power
- 16. gen-z born: ~1995+ age: ~13-22 the first generation of the 21st century
- 17. plurals the first generation of an American racial pluralityaka White Black Hispanic Asian 12% 23% 13% 48% 2055 Source: MediaPost
- 18. igen aka the first generation of an online-led society 45% 44% 11% 24% 56% 22% 2018 2015 almost constantly several times a day less often “I’m on the internet. Source: Pew Research 2018
- 19. igen aka the first generation of an online-led society Source: Pew Research 2018 -10% likely to work for pay, have sex, drive, go on dates, or go out without their parents than teens 20 years ago /replacing
- 20. generation change aka 80% Black Lives Matter 74% trans rights 73% same sex marriage 63% feminism the first generation of social activists they support… Source: Awesomeness 2017
- 21. generation change aka the first generation of social activists Source: Awesomeness 2017 33% aren’t totally sure that the earth is round Source: YouGov 2018 /confused
- 22. just as society grapples with the impact of the internet, gen-z has been, and will be, on the frontlines /data&privacy /radicalization /truth&trust
- 23. the VICE gen-z strategy: help them transition into adulthood /stay smart, positive & honest /be where they are /give their voices a megaphone
- 24. Tell unique stories, immersing ourselves deeper than anyone else. VICE Approach
- 25. PRIVATE AND CONFIDENTIAL | VICE 2017 25 “The People Who Shoot It Have To Be Young, The People Who Cut It Have To Be Young, The Hosts Have To Be Young So If Something Is Created In A Boardroom… It Will Not Work” 3000 Creators+
- 26. Oobah Butler Khrishna Andavolu Isobel Yeung
- 27. YOUNG CREATORS
- 28. Trust 78% Impact 81% Unique 81% describe VICE as a source they trust say VICE deepens their understanding of the world come to VICE for content you can’t get elsewhere
- 29. The Guide to Content Marketing
- 30. We Apply The Same Principles To Our Work With Brands 3
- 31. We Build A Picture Of Our Audience + Who They Are + What They Like + How They Feel
- 32. PRIVATE AND CONFIDENTIAL | VICE 2018 We create new Context for your Content Supported Editorial VICE editorial content supported by media. BENEFITS • Turn-key opportunity • No production investment • Lives organically in editorial stream ‘Created With’ Editorial VICE editorial content created with a brand partner. BENEFITS • Allows client to participate in creating authentic VICE content • Lives organically in editorial stream Custom Partner Content BENEFITS • Aligns tightly with brand marketing messages • Client maintains full creative control • Assets intended for use on both VICE and client channels Custom content produced for a brand partner and associated with a VICE vertical. Client Content Content created by a 3rd party, client or agency, living on VICE outside of traditional media. BENEFITS • Allows brand-created written, video and interactive content to live within the VICE platform • Places brand’s content in a context that’s appealing to the VICE audience
- 33. TOP TILE AD SLOT AD SLOT AD SLOT AD SLOT CONTEXTUAL EDITORIAL CONTEXTUAL EDITORIAL CONTEXTUAL EDITORIAL CONTEXTUAL EDITORIAL Contextual Takeovers Generate Massive Engagement AD SLOT EXAMPLE FROM VICE X LYNX RECENT CAMPAIGN ON SIMILAR SUBJECT MATTER Daily & contextual takeovers, exclusively available through VICE, is the perfect entry point to delivering impactful messaging across one of the most engaged audiences on mobile. The VICE Snapchat Discover takeover begins with 4 x 3”-10” Snap Ad slots to fill with with brand or VICE created assets. From these Snap Ads, users can swipe up to an attachment for a deeper experience.
- 34. PRIVATE AND CONFIDENTIAL | VICE 2017 34 Content Marketing That Engages 275 minutes Average amount of earned attention per 1000 impressions SOURCE: Q4 2016 MOAT BENCHMARKS; DIRECT PUBLISHER 34 150 minutes more in-view time Benchmark Publisher 83% completion rate 94% VICELAND Promos have #1 Stickiest Rate on TV SOURCE: ISPOT SMART TV STUDY, AUGUST 2016, ADS + PROMOS DIGITAL TELEVISION
- 36. +9.3 +6.9 +6.9 75%said brand content on VICE felt more like content versus advertising UNAIDED AWARENESS FAVORABILITY PURCHASE INTENT 6.96.9 9.3 +9.3% PT +6.9% PT +6.9% PT SOURCE:MILLWARD BROWN And It Works 36
- 37. One last tip…
- 38. Platforms are eating the world
- 40. ContentNew Consumer Journey is a Content Journey
- 41. 41 ContainerUbiquity & Intimacy. Every platform has a DNA
- 42. 42 Context DOWNTIME FITNESS FAMILY Context is key for your audience experiences
- 43. Cheers [email protected] THINKCONTENT - NYC - 6th JUNE 2018