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Friday
Dec072012

Five Days of Digitas Predictions (for 2013): Brand Content

What's on the horizon for 2013? We surveyed leaders throughout Digitas to get their predictions for brands and marketers everywhere. Over the next week, check out the five days of Digitas predictions. We kicked things off with social, and then explored mobile.

  • "Rhythm of the week" content curation. Content properties will begin to proactively serve-up content based on our mood and mindset throughout the day and week. External factors like weather, traffic, news, and known consumer habits (such as checking finances in the morning, entertainment news at night, etc.) will combine to serve up just what we want.  On top of that proactive content, we’ll also see more marketers reactively serve-up content based on what consumers are saying real-time, including response videos.

- Dave Marsey, SVP, Media Practice Lead, Digitas North America

  • Say hello to appointment TV—for digital. Native digital content has generally been an archived experience. Digital properties rarely release content episodically with the intention of having an audience watch at a specific moment in time. But as we move in 2013, we’ll start to see more content creators experiment with the idea of appointment viewing, turning web series into TV-like mini-series events, a la “Roots” and “Rich Man Poor Man.” The goal behind this type of strategy will be to create large amounts of pop culture buzz and relevance behind native digital content—the kind that you see with movies and TV content.

- Eric Korsh, VP, Brand Content, Digitas North America

  • Connected TV gets its moment in the sun. In 2013 we’ll see the emergence of the first real connected-television advertising campaigns. Beyond a few beautiful dual-device campaigns in 2012 (think Coke and Red Bull), many ad agencies haven’t acted on, or don’t seem to have realized, how much TV consumption is changing. According to the GFK office, more than 23% of TV sets bought in France during the first part 2012 have been connected. In the U.S., by the year’s end, an estimated 38% of US households will have at least one connected TV.

    Bonus: as more people make the switch, and we see the launch of connected TV campaigns, more TV channels and cable networks will also be incentivized to finally start selling media for TV and digital as an integrated package.

- Jean-Philippe Martzel, Director of Strategic Planning, Digitas France

  • Brands become credible publishers. We’ve said for some time now that brands are becoming, or have the potential to become, publishers in their own right. But it’s taken a while for the content produced to truly be of value and worth sharing with audiences. The trap that brands and agencies often fall into is creating the content that focuses the most on getting the brand message out there. In 2013, we’ll see more marketers lead with the content that audiences most want to see, which is where the greatest value lies for a brand.

    For instance, take the Red Bull Stratos program. It was one of the best brand content pieces of 2012, not because it focused on the energy drink but on an extraordinary adventure. The upcoming year will see more brands creating fantastic content in the same vein.
  • Smarter content, better distribution. Marketers spend a lot of time and energy trying to create the perfect piece of brand content—the script, the talent, the video length, etc. But 2013 will and should also be about not just crafting the programming, but perfecting the way in which it is: 1) Distributed (which platforms, what time of day, via which methods, etc.), 2) Optimized (for what platforms? Mobile? Broadcast? Online? What of SEO?), and 3) Continually Managed (measuring, listening, reacting and iterating).

- Olivia Yabsley, VP, Head of Social and Content, Kitcatt Nohr Digitas

  • The Micro movie trend goes mainstream. In 2012, Micro movie TV ads (2-3 minute videos) were a hit for select Chinese brands. Micro movies have been embraced by consumers because they tell a richer creative story, are the perfect length to be shared via social media channels, and can often star Chinese celebrities or are created by grassroots, much-hyped, up-and-coming artists. In 2013 we’ll see more Micro movies being used by marketers as video-enabled cell phones become a communications stable across Asia.

- Veronica Law, Art Director, and Venus Tse, Multimedia Designer, Digitas Hong Kong

  • Asian cultural and social trends play a bigger role in mainstream western pop culture. Following the social media phenomena of Psy and China’s Grandfather-turned-fashion-muse, Asian pop culture and social media trends will begin to drive more aspects of western pop culture. This is a trend that we’re already seeing in art galleries and catwalks across the west in 2012, particularly in Europe.

- Rebecca Simpson, Content Manager, Digitas Hong Kong

Want more? See what else Digitas leaders have to say about the industry on Digitas Perspectives.

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