Entertainment and Media - 360

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Entertainment and Media Growth in the Age of Uncertainty


What is the Current State of the Industry? ■

Rapid growth across the entire industry.

Disruptive technologies have shifted channels and communication.

New brands and products have taken a strong stance against the incumbents.

Consumer behavior has shifted the approach to creating impact. 2


All Signs Say Digital ■

U.S. Media & Ent. industries invest $7.34 billion on online and mobile advertising in 2016.

Expected to grow to $11.52 billion by 2020.

Entertainment industry alone accounts for 4.8% of all digital ad spend.

Digital Music Revenue has surpassed Physical and is only continuing to grow.

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Five Elements Shifting the Industry â–

Demography/Behavior - Younger Audiences are becoming incredibly comfortable with digital consumption, remaining connected most of their day.

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Consumption - High frequency, localization and personalization in response to consumer demand and connectivity.

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Five Elements Shifting the Industry cont’d ■

Competition - Innovative and young competition on the rise. Trying to stick out with better content and services The bundle is your friend!

Business Models - The access model and multi-platform community building to deliver the better experience.

Geography - New powerhouse markets in LATAM and AP. 5


Where is the E&M Shift headed? ■

The Industry - From Physical to Digital.

The Talent - From Artist to Marketer.

The Brand - From Sponsor to Artist.

The Customer - From Consumptive to Experiential.

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What are E&M Companies looking for? ■

How can we break through all the noise and command consumer attention?

How can we use better analytics to connect and establish trust?

How can we continue to innovate while staying true to our authentic voice?

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How Brands are Capitalizing

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Content is King ■

Brands move beyond the traditional sponsor role to meet consumer expectation.

Create, Curate, and Host original content The most powerful tool for connecting with audiences and building a brand’s personality.

Name recognition falls flat without a memorable experience attached to it.

Brands must move from being an attachment to a tastemaker.

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Red Bull Music Academy ■

Introduces fans to a wide variety of undiscovered and emerging artists.

Mixes live events, musical releases, and artist training for multi-faceted and dynamic content.

Red Bull brand becomes connected with the unique feeling of music discovery and enjoyment.

Fans can connect with artists throughout the entire musical process. 10


Experience is the New Black ■

Successful marketers must work to enhance and immerse their customers in their entertainment experience.

Hosted events breed shareability and virality.

True brand loyalty comes from adding value to an experience, not a sales pitch.

What does your customer love? Are you adding more of what they love in the world? 11


Heineken House ■

Branded stages within music festivals create ownable and repeatable experience.

Use of exclusive artists drives fan engagement and excitement.

Create a culture around the brand to stand out from the crowd and start conversations.

How can you join these conversations? 12


Thinking Future

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Invest in New Mediums - VR/AR ●

Immersive and engaging experiences.

Create a new level of storytelling and entertainment.

Provide truly “leaned in” and intimate connection between brand and audience.

Reinvention of the Music Video.

Saturation of diverse outlets - Mediocrity is not viable.

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Invest in New Mediums - AI ■

Voice is the new touch.

Service, engagement, and personalization can be taken to the next level.

Emerging IOT culture means brands and artists are accessible more often, in more places, in more ways Places are full of possibility - media is always on

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Marketing MUST HAVES ■

Snapchat ○ ○ ○

Instagram ○ ○

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High-quality video/photo New story feature essential for more personal, engaging profile Ideal for product sponsorships and branded content

Facebook ○ ○

Share concert clips Tease new music releases Short format leaves fans wanting more

Live streaming opens creative doors Easily shareable, promoted events

YouTube ○

86% of young people cite YouTube as their primary medium for staying up-to-date with music industry 16


Artists Are Also Marketers ■

Even small scale artists can leverage modern tools to build their audience.

Access new tech to understand their fans wants and behaviors to maximize their work’s impact

The future is about empowering artists with the tools, resources and knowledge to find their audience, target them with messages, promote content, events and merchandise. 17


The Modern Audience

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New Needs in the New Era ■

This is the attention economy. The proliferation of Media and content means attention must be earned with creative and experiential content. Engagement is the new currency.

Every screen and platform must be activated and consistent to truly engage the consumer.

Non-personalized messages don’t win. 19


More Screens - More Opportunity ■

U.S. teenagers spend an average of 9 hours/day on entertainment media.

46% of this is spent on mobile - often at the same time as other media channels.

Connecting these screens with consistent and relevant content is key for success.

“Anything that’s longer than 30 sec. Most young people won’t watch” 20


Streaming and OTT - A Key Battleground ■

Streaming service users are hypersensitive to interruptive, mediocre ads.

Users demand constant access to music Library - despite not owning it.

Rapidly improving listener analytics make advertising on these mediums more accurate than ever.

Shift from Ownership to Access 21


Presence is Critical â–

61% of teens will abandon a song/artist if they are not available on streaming services.

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Teenagers consume over twice as much daily streaming audio than older users

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Both Brands and Artists can connect with this audience by hosting original and curated songs/videos 22


Marketing in the Minefield â–

The modern audience is highly selective Densely saturated market require unique, creative and cross-platform advertising to create impact.

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Advertising cannot serve as an interruption - It must represent content and part of an experience.

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Placements, sponsors and affiliations must communicate value. 23


Evolve or Get Left Behind ■

Talent - Seek human swiss army knives that understand the landscape and the data.

Digital and Video is key - Presence and prevalence will ensure longevity and healthy brand development.

Be Bold - Move first and fast or risk being relegated.

Don’t be customer centric - Be fan-centric.

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Key Takeaways ■

Brands and Artists must always be ON.

Experience is the NEW BLACK.

Invest in new mediums for new engagement.

Brands must DO, not just SAY.

There is power in personalization. 25


Thank You q@catalystsf.com

www.catalystsf.co m 26


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