MostContagious2012.pdf - Contagious Magazine

More documents

Recommendations

Info

screen grabs / creating, sharing, watching Twenty four miles. That’s how high the bar for branded content has now been set. Seven years and tens of millions of dollars in the making (the exact cost isn’t known), Red Bull’s Stratos project saw Felix Baumgartner free fall from space, breaking the sound barrier and a brace of world records. Coverage of the feat set a landmark for live streaming: eight million people tuned in. Contagious 33. Stratos represented, in some ways, how content this year changed: from recorded to live streaming video; and short-form amateur content to longerform, professionally-produced films. MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 36
screen grabs / creating, sharing, watching YouTube’s evolution to a professional network through a shiny new channel strategy, investment in content makers (the Creators Hub and London studio space) and $100m to production companies paid off. Seventy two hours of content are uploaded every minute to the site, but usage is changing. ComScore reported in May that people are watching fewer clips (they peaked at 21.8bn in January, going down to 15.3bn in April), but spending 57% more time watching clips. In short, engagement is up – which is great news for advertisers, 90% of whom agreed that content marketing would become more important in the next 12 months, according to an Econsultancy report from October. The bad news? Only 38% said they had a content marketing strategy in place. www.redbullstratos.com Going With the Flow / Live streaming and socialising online around content became more popular throughout 2012, a trend which Contagious identified as Digital Live. In the news realm, the Huffington Post launched a live, socially-led news service bringing people into the heart of breaking stories. Google pushed new social network Google+’s differentiator, Hangouts, hard, enlisting celebs, most notably President Obama, to appear via the service. Lots of brands joined in too, including online UK grocery delivery service Ocado, which streamed instructional cooking videos (Contagious 32), and fashion e-tailer ASOS, which let viewers quiz US fashion writer Indigo Clarke and model, blogger and IT girl Cory Kennedy about fashion and style. Niche streaming sites gained serious traction too. ‘People went from broad to narrow,’ senior YouTube exec Robert Kyncl told fellow Googlers in January in a speech about the future of TV and content, reported in The New Yorker. ‘We think they will continue to go that way – spend more and more time in the niches – because now the distribution landscape allows for more narrowness.’ A case in point is Twitch.TV, founded in 2011. The site lets videogamers stream their play live to eager videogame voyeurs, and hit 20 million monthly unique views in August. Average daily viewing time per user? A staggering 75 minutes. www.twitch.tv TV Everywhere / Video content began to untether further from TV, and onto web tablets and mobiles. A 14-country study from NPD found that tablet use for watching TV had doubled in 12 months (to around 15% of total viewing), and that 70% said they were watching video on devices that weren’t TVs. That was a boon to VOD services like Netflix, Hulu and Amazon Prime. Despite downgrading forecasts, Netflix is projected to have added between 4.7 and 5.4 million subscribers this year as more cable customers cut the cord. And as LTE/4G mobile rolls out, expect broadcasters to look to more so-called TV Everywhere initiatives as a way to keep viewers watching. Among the most progressive, ESPN this year announced it was going ‘mobile first’ with its content, while MTV’s Under The Thumb app from AKQA brought paid-for mobile content to US Millennials (Contagious 30). In the mainstream meanwhile, NBC’s streaming service for the Olympics saw seven million households stream via web and mobile apps. HBO, a groundbreaker with its TV Everywhere app HBO Go, even rattled cable companies by going it alone in Scandinavia with stand-alone, over-the-top streaming service HBO Nordic. See HBO case study in Contagious 31. www.mtvunderthethumb.com www.hbogo.com MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 37
Page 2 and 3: 04 06 10 13 16 19 23 27 30 Introduc
Page 4 and 5: Contagious / Introduction By Paul K
Page 6 and 7: MoveMents / evolution and eMpowerMe
Page 8 and 9: MoveMents / evolution and eMpowerMe
Page 10 and 11: purpose / playing a role in society
Page 12 and 13: MoveMents the new world order Banco
Page 14 and 15: Marketing as service design / utili
Page 16 and 17: divine data / insight by nuMbers If
Page 18 and 19: divine data / insight by nuMbers ma
Page 20 and 21: technology / big battles, sMall vic
Page 22 and 23: technology / big battles, sMall vic
Page 24 and 25: design / personalised play Photo /
Page 26 and 27: design / personalised play Mirai Ni
Page 28 and 29: 28 social business / adopting an op
Page 30 and 31: iMage sharing / the year of the pho
Page 32 and 33: iMage sharing / the year of photo S
Page 34 and 35: aMplified live / enhance capture an
Page 38 and 39: 38 screen grabs / creating, sharing
Page 40 and 41: augMented Media / layering content
Page 42 and 43: 42 augMented Media / layering conte
Page 44 and 45: etail / shopping gets connected Why
Page 46 and 47: etail / shopping gets connected Bur
Page 48 and 49: personalisation / here’s to you B
Page 50 and 51: the new loyalty/ services not scheM
Page 52 and 53: the new loyalty / services not sche
Page 54 and 55: payMent / the changing way we pay w
Page 56 and 57: sMall but perfectly forMed / little
Page 58 and 59: sbpf / little brands, big thinkers
Page 60 and 61: Most contagious awards / 2012 The M
Page 62 and 63: Published by Contagious Communicati

MostContagious2012.pdf - Contagious Magazine

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?