TODAY’S HOST:Noah Zandan
Quantified Communications
@nzandan
David BerzinViacom
@dberzin
Fred GraverTwitter
@fredgraver
Session Speakers
Captivating Content: The Science of Influencing Audiences
Noah ZandanCEO & Co-Founder
Quantified Communications@nzandan
Gut
● An appeal to intuition so your audience trusts you
● Done through testimonials, citing sources, case studies
Heart
● An appeal to emotions and feelings
● Done through stories, imagery, metaphors, and visual aids
Art ScienceHow Viacom’s Data-Driven
Marketing Solutions Deliver Value
David BerzinVP, Data Products
Viacom@dberzin
Viacom Today: Broad Audience. Broad Reach
gen z millennials gen x
Source: NMR. Live + SD. 4Q15. All telecasts with the exception of TVL (based on originals in Prime only). All median ages based on P2+, with the exception of NAN (based on 18+).
0 50+10 20 30 40
LINEAR “VIRTUAL”NETWORKS
INSIGHTS ENGINE
Data & Insights Content CreationCross Platform
Distribution
So How Do We Do It?
Science Art Science
FROM BROAD DEMOS TO CUSTOM AUDIENCES
BEFORE NOW–BEFORE NOW
Audience: From Broad Demos to Custom Targets
Viacom Viewprint is a Creative Map that transforms audience insights into custom content ideas
Viewprintaggregates multiple data sets on an audience and recommends content lanes for our creative teams to execute against.
A dynamic social talent casting tool that uses enriched social data to quickly and effectively find social influencers for campaigns based on Viacom’s Talent Index.
Social Talent Platform
VIACOM CONTENT
MARKETERSSOCIAL TALENT
Viacom Velocity is a full-service marketing & creative content team within the Viacom marketing & partner solutions group,
built to super-serve our advertising partners.
Custom Target Viacom Data & Broad Data Sets
Sophisticated, Predictive Models
ContinuousOptimization Transparent Reporting True Target Guarantee
PLAN DELIVER TRANSACT
Viacom Vantage connects audiences with messages through sophisticated models.
Viacom Echo is a strategic approach to content creation, distribution, amplification, and optimization with the end goal of delivering measured earned media for our marketing partners.
Custom on-air spots anchored in prime programming rolled out across Vh1, Spike and MTV. The (:60) pieces featured Amy Schumer, Bill Hader and Judd Apatow – and the hilarious conversation that ensued when the three jumped into bed together. In alignment with the on-air prime debuts, the creative was pushed out across each network’s respective social handles for maximum reach and exposure.
“In Bed” Creative Rollout
• 1x VH1 Main Facebook • 1x VH1 Celeb Facebook • 1x VH1 Main Twitter • 1x VH1 Celeb Twitter • 1x VH1 YouTube • 1x Spike Main Facebook • 1x Spike Main Twitter
• 1x Spike Main Tumblr • 1x MTV Main Facebook• 1x MTV Movies Facebook • 1x MTV Main Twitter• 1x MTV Movies RT • 1x MTV YouTube
Tuesday 7/141x :60 Ink Masters
1x :60 Tattoo Nightmares
Thursday 7/161x :60 Teen Mom
1x :60 One Bad Choice
Wednesday 7/151x :60 Dating Naked
1x :60 Twinning
SOCIAL PROMOTIONON AIR
Echo Example: Trainwreck
The VCN harnesses Velocity's creative and production resources to build data-driven branded content programs distributed across
social platforms for our advertising partners.
Exposed audiences were 32% more likely to visit
an auto dealership than the control group
Ads Drove More Visits To Dealerships
Connecting In-target viewers with the right content resulted
in 150% increase in engagement
Viewer Engagement
Performance drove an 80% lift on an automotive
brand’s target vs non-target
In-Target Lift
Does it work? You bet.
+80% +150% +32%
Creating the Future Bringing Audience Insights
to the Creative ProcessFred Graver
Head of TV CreativeTwitter
@fredgraver
How We Make TV
The Pitch
Development / Pilot
Production
Marketing
Social /DigitalLeverages:• Audience Comp• Affinity• Engagement & More
The Show
Marketing
Constant feedback via:• Social / Digital• Ratings• Focus Groups• Etc.
Production
What if…?
The Pitch
Development / Pilot
Production
Marketing
Social /DigitalLeverages:• Audience Comp• Affinity• Engagement & More
The Show
Marketing
Constant feedback via:• Social / Digital• Ratings• Focus Groups• Etc.
Production
The ProcessFirst Filter: The Audience
First Stage: Creative / Sharing
Co-Creation
First Prototypes
Optimize Creative
Target Format / Sponsors
Product
First Filter: Audience
Right Brain Idea: A comedy about the “near future.”
Connect to Left-brain Data Around: Simpsons / Futurama + Veep + Big Bang. Avoid hard-core. Followers
of Fast Company, Wired, BoingBoing, Elon Musk.
AUDIENCE Left Brain Insights:
What do they talk about? (minus fleeting pop cultural / topical references)
AUDIENCE Left Brain Insights:
AndroidGoogle
Games / Gaming
TwitterClimate Change
AppleFacebook
Artificial Intelligence
Big Data / DataHackers
Deep LearningVR
Drones
NSACyberSecurity
Open AI
BotsCRISPREnergy
CyborgsDNA
Neural Networks
Who do they Follow?
AUDIENCE Left Brain Insights:
The VergeBuzzfeedNY Times
MITZoosk
CNN TechSports Center / ESPN
TechmemeThink With Google
NASAVine
YoutubeTwitter
Jimmy FallonWhiz Khalifa
Patton OswaltPitbull
OprahKevin HartBill Gates
Demi LovatoKanye
Daniel Tosh
Looks For Avoids
VALUES
NEEDS
MORE LESS
• Concern for Others• Tradition
• Hedonism• Self-Enhancement
• Structure• Stability• Closeness• Harmony
• Idealism• Challenge• Curiosity
• Neurotic• Extrovert
• Adventurous• Serendipity
Complete Audiense Slides at end of this presentation
The Digital / Social Media Mom (c. 2016)
Next Steps
● Can AI be “Emotional / Neurotic?” ● Will our work be “Uber”ed? ● What will it like to be “old” in 40 years?● What will Pop Music sound like in 40 years?● What will happen when our bodies are constantly wired?● What will cars and transportation look like? ● How will we dress?● What will the day-to-day effects of Climate Change look like?
Openly Discuss Ideas: