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CONTENT MARKETING THREATSJON CARNEY Chief Digital Officer, McCann Worldgroup EMEA
HERO, HUB, HYGIENE, LONG-FORM, SHORT-FORM, CLICK BAIT, DATA -DRIVEN, VIDEO, IMAGE, TEXT, ILLUSTRATION, ANIMATION, STOP-MOTION, INFOGRAPHIC, 4K, GIFFED, CINEMAGRAPH, SHOPPABLE, VIEWABLE, STATIC, SILENT, BOOMERANG, HYPERLAPSE, SLOW-MOTION, 3D GIFS, STORIES, MOMENTS, DRONE, FILTERS, GEO-FILTERS, STICKERS, LENSES, MASKS, GAMING, VISUAL, AUDIO, HASHTAGS, VIRTUAL REALITY, AUGMENTED REALITY, PR, MIXED REALITY, SPLIT -SCREEN, SHOW-ROOM, MULTI -SPACES, PAID, OWNED, EARNED, RENTED, ORGANIC, BOOSTED, PROMOTED, SPONSORED, USER-GENERATED, CO-CREATED, INFLUENCER, 360, CHATBOT, INTEGRATED, CONVERSATIONAL, CROSS-PLATFORM, SQUARE, VERTICAL, CIRCULAR, AI -GENERATED… CONTENT.
AD BLOCKING
VIEWABILITY
LOAD TIMES / OPTIMISATION
BAD PLANNING
BAD ENGAGEMENT STRATEGY
BAD CREATIVE STORYTELLING
BAD PLANNING
BAD ENGAGEMENT STRATEGY
BAD CREATIVE STORYTELLING
CAN’T GET AROUND THE AD BLOCKERS
NOT EASY TO CONNECT WITH THE CAMPAIGN
NO ONE IS INTERESTED
3 WAYS TO TRIUMPH
AD BLOCKINGVIEWABILITY
LOAD TIMES / OPTIMISATION
GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
GOOD PLANNING
TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)
UNDERSTAND THE CONSUMER CONVERSATION
UNDERSTAND WHERE THE CONVERSATION IS HAPPENING
GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
GOOD ENGAGEMENT
BASE YOUR MESSAGE IN ACTUAL CULTURE
In the UK, over 6 in 10 women still haven’t found a foundation that perfectly matches their skin tone.
CHALLENGE
2 NEW DARKER SHADESWIDEST SHADE RANGE98% OF UK SKIN TONES
DEEPER STORY
DIVERSE MARKET+
GOOD ENGAGEMENT
OPTIMISE FOR THE CHANNEL
T A P T O O P E N
GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
GOOD CREATIVE
SPARK ARTFUL SURPRISE
WEARABLES
SMARTTV
APPS
EARTH-FRIENDLY
TECH
MOTIONDETECTION
INTERFACEDESIGN
REAT-TIMEDATA FEEDS
SMART CLOTHING
TRACKING
EARLYADOPTION
SUPERCOMPUTING
4KVIDEO
GREENDATA
DIGITALIMAGERY
STATS
DEVICES
TOUCH
DEVICES
GRASSCOURT DATA
NETCORD
UMPIRE’STABLET
WATSON& SOCIAL
HEAT MEASUREMENT
HAWK-EYE
NADAL’SSMART
RACKET
WATSONDATA ENGINE
HIGH-FRAMEVIDEO
CONTENT
DAILY COURT MEASURES
HIGH-SPEEDPHOTOGRAPHY 54, 250
BALLS
FEEDS
WIND
STATDATA
IN PURSU IT of G REATNESS
EARTH-FRIENDLY
TECH
GRASSCOURT DATA
MOTIONDETECTION
NETCORD
INTERFACEDESIGN
UMPIRE’STABLET
REAL-TIMEDATA FEEDS
WATSON& SOCIAL
SMART CLOTHING
HEAT MEASUREMENT TRACKING HAWK-EYE EARLY
ADOPTIONNADAL’SSMART
RACKETSUPER
COMPUTINGWATSON
DATA ENGINE
4KVIDEO
HIGH-FRAMEVIDEO
CONTENTGREENDATA
DAILY COURT MEASURES
DIGITALIMAGERY
HIGH-SPEEDPHOTOGRAPHY STATS 54, 250
BALLS
GOOD CREATIVE
BE PART OF A GREATER WHOLE
GOOD CREATIVE
DISRUPT THE EXPECTED
GOOD PLANNING TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)
UNDERSTAND WHERE THE CONVERSATION IS HAPPENINGUNDERSTAND THE CONSUMER CONVERSATION
GOOD ENGAGEMENT BASE YOUR MESSAGE IN ACTUAL CULTURE
OPTIMISE FOR THE CHANNEL
GOOD CREATIVE SPARK ARTFUL SURPRISE
BE PART OF A GREATER WHOLEDISRUPT THE EXPECTED
THE FUTURE OF CONTENT MARKETING
FORMATS AR, VR
DISTRIBUTION DYNAMIC CREATIVE THROUGH PROGRAMMATIC
BOTS & AI PERSONALISATION
SOCIAL COMMERCE INFLUENCERS & PLATFORMS
THANK YOU