What%Luxury%May%Learn%from%Entertainment

@anninasvensson

Moscow,%April%2nd%2013 #%HUBFORUM

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TOPICS

•Media Consumption & Multi-Screen Activity

•The Gen C - A Game Changing Online Behaviour

•Unleash The Content - Profit from Growth

•Amplify your Brand & User Engagement using Video & Social Media

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PwC | Global entertainment and media outlook: 2012–2016

Media Consumption & Multi-Screen Activity�4

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90%

10%

90% of media consumption is made via a screen 10% via «offline» media, i.e radio, magazines and newspapers

Study Ipsos, Google, Sterling Brands US, Aug 2012

Activities / Leisure Time per Day / ScreenSmartphone 17mins - 54% communication, 33% entertainment

Tablet 30mins - 63% entertainment, 32% communicationPC 39mins - 40% information, 29% keep up to date

Total time spent in front of screen per day of leisure time : 4.4 hours/day

=> The concept of Digital vs Traditional strategy disappears, content and communication will be tailored per channel/intent/activity/location

Media Consumption & Multi-Screen Activity�

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Media Consumption & Multi-Screen Activity�

Engage with the audience where they are and in coherence with what they are

doing

=> Online activity started or ended on another screen than the activity started on

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- Connected- Curators- Creators

18-24 years / CSP+ / Tech Savvy / Digital Natives

Rather than a generation - a lifestyle, paving the way for the mass market

The Gen C - A Game Changing Online Behaviour �

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The Gen C - A Game Changing Online Behaviour �

Gen C - Presence on Social Media (Twitter, Tumblr, Youtube, Facebook)

Source : Pew Research Center March 2013 & Credoc June 2012

Usage indicates increased demand

for content via video and social

media!

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Over Equipped House Holds inc. Youngsters

2 TVs per Household86% Video Console47% Several PCs (vs 32% avg.)54% Smartphone

The Gen C - A Game Changing Online Behaviour �

The multitude of content and screens make it

necessary to engage the user differentlySource : Ipsos Junior Connect, septembre 2012 + CREDOC, juin 2012

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The Gen C - A Game Changing Online Behaviour �

Source Médiametrie January 2013 & Youtube

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•550 million users worldwide

2 Billion + videos watched dailyYoutube is now the second largest search engine after GoogleThe second largest source of online incomes for music right holders (Western Europe)Coverage 18-24 years: 92% Gen C entertainment consumption: 2/3 videos are music, video games or humour

Mobile views now exceed 200M/dayFor every 2nd paid video ad => 1 earned view among Youtube’s top 100 advertisers

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Profit from the Growth in M&E – Unleash your Content �

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Source: PwC | Global entertainment and media outlook: 2012–2016

Profit from the Growth in M&E – Unleash your Content �

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•The digital global entertainment & media industry grew by 28% in 2011, forecasted to represent 37,7% by 2016

•Piracy obliged the entertainment industry to innovate - use their learnings:

•Access, freemium & subscription Models

•Improved User experience & engagement

•Improved technology, devices and ecosystem

•Increased quantity of digital production

•Easy to find, easy to use & share, easy to buy

Source: PwC | Global entertainment and media outlook: 2012–2016

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- Extend offline event to online - The TopShop Case - @London Fashionweek- Digital Savviness - Estée Lauder

- Engagement & Loyalty via Gamification - The Cascada Case by Fanzy- Online meets Offline - The Karl.com Case by Emakina

Amplify Brand & User Engagement via Video, Social & 360°�

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Over 4 million views & 200k shares on Google+, Facebook, Pinterest, Twitter, Instagram, and Tumblr

The Topshop Case - London Fashion Week February 2013 - Broadcast via G+

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The Cascada Case- Gamification via Fanzy - Create Engagement

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Cascada doubled the rate of likes on

Facebook compensating her fans

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The Estée Lauder Case - Online Savvy

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The Karl.com Case - 360° Approach - Offline to Online - Agency Emakina

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Thank%you%!

@anninasvensson

Moscow,%April%2nd%2013 #%HUBFORUM

FORUMCONNECTING DIGITAL INFLUENCERS

MoscowApril 2nd 2013

LE MAGAZINE DES PROFESSIONNELS DU NETFRENCHWEB.FR