Entertainment Sector Overview

Entertainment Sector Overview
Mary Hunwick
Entertainment Category Manager
mhunwick@microsoft.com
What do we do?
• Partners in planning, creativity and optimising
online activity for maximum gain
• Helping advertisers and agencies
reach and engage with online
Microsoft audiences
• Specialist resource to provide
focus on the entertainment
sector
Gaming
Popularity
Challenges
MMORPG, City of Heroes, World of
Warcraft, Eve Online, X Box, PS2,
Nintendo wii, Giga
American Idol, X-Factor, Big Brother
Amazing Race, Survivor
Reality Shows
Talk Shows
CCTV - Hidden Camera
Music
Dating Shows
Napster, iTunes, Last.fm, Zenguin,
MySpace, gabba.pod, MSN Music
Home Renovation,
Self Improvement
Mobile Devices
Social Networking
Job Search
Laptops, WAP, Balckberry, PDA's,
PS2, G3, Wireless
MySpace, Facebook, Second Life,
Bebo, Piczo, Faceparty, StarDoll,
Friends Reunited, YouTube
The Apprentice, America's Next Top
Model, Dragon's Den
The impact on advertising
• Less time spent on traditional media
Especially amongst the youth audience
• Purchasing is taking place online,
so POS must follow
• More options open up a parallel set of
media channels
• Digital world = new opportunities for advertisers,
but they must keep up with technology
• Consumers expect authenticity in advertising
What this means for
entertainment brands
• Shortened windows of opportunity
• Competing in a 24/7 market place
• Range of options open to consumers means
it's harder to reach all of them
• Youth market spending more time online
• Consumers are more cynical and have
greater voice
• Commercial pressure to protect your margins
Breaking the Mould
Online not an after thought
Hype for an unknown project
Tapping into Citizen Journalists
DECISIONS ARE MADE ONLINE
• 82% of consumers are likely to browse online and buy a DVD as a gift.
(EIAA Report Jan 07)
• 4 of the top 8 online purchases are entertainment products
• Before making weekend plans 76% of hotmail users discuss their options
via email (Metrix Lab 2006)
What are people talking about on
Messenger?
• 61% about making arrangements
• 51% about Film/Music/TV
• 50% are talking about what is on
TV right now
• 44% music files
Follow the eyeballs
Follow the eyeballs
Consumers are spending 24% of their
entertainment time online
Follow the eyeballs
Consumers are spending 24% of their
entertainment time online
Entertainment brands have
a unique opportunity
Source: ABCe/BRMB Internet Monitor
Entertainment brands need to be part
of that dialogue and choice
our users
an exciting, unique and timely
We give
entertainment experience
everyday
INSPIRE
Bespoke Content
Commissioned
Editors Voice - IBP
Glossy - Targeted
Challenging
Unique Consumable
Vocal - Instant
INTERACT
INFORM
Blogs - Message Boards
Ratings - Polls
Purchase – Download
Competitions - Sign Up
Premium – Specials
Advertorials - Ads
Sponsorship
UCG
Feeds – Partners
Photo Galleries – Events
Reviews – Latest Gossip
Columnists - Freelancers
Evergreen – RSS - UCG
Distribution
Cross Network
UGC
Content Packaging
Bespoke Features
Live Blogs
News Feeds
Photo Galleries
Message Boards
Inline Video
User Ratings & Polls
Quiz Tool
MSN Battles
Bespoke programming
MSN In Concert
The Killers
Izzie Knolles
MSN Podcasts
Celebrity interviews
Video Interviews
Daily Bespoke Features
Journalists & Contributors
Izzie Knolles
David Levin
Neil Smith
Rob Morgan
Jean Cooper
Stuart Bak
Kemal Shahin
Selena Ledgerton Cooper
Bloggers
Live blogs
Readers Comments
Guestbook
External Bloggers
Friends
Event Coverage
Personality Blogs
User Engagement
Inline Video
Frequency of cinema visits – (MSN Home, Entertainment & Video)
Frequency of cinema visits
45% visit the
cinema at least
once a month
compared to the
national average
of 16% (TGI Q4 07)
Likely timing of next cinema visit
62% intend to
visit the cinema
within the next
month
Metrix labs 2007 Base: All respondents (947)
q42 On average, which best describes how often you go to the cinema? q43 When do you foresee that you will next go to the cinema?
Slide 21
DVDs Purchased in Past Year
(MSN Entertainment)

34% of exposed respondents buy one or more DVD on average each month

Compared to the national average of 11% why buy 9 or more DVD’s a year (TGI Q4 07)
Total of exposed respondents exposed on
Entertainment= 177
Question: In the past year, how many movies on DVD have you personally purchased?
Purchase Habits
(MSN Home, Entertainment & Video)

66% always or almost always buy DVD’s from a shop

27% mostly or always buy theirs online
Total Number of Exposed Respondents= 356
Question: Which of the following best describes your DVD movies purchasing habits?
MSN channels vs offline equivalents
Older
ABC1 skew
Younger
C2DE skew
For MSN entertainment channel users life is all about having fun
Music, friends and new experiences more important than planning for the future
ABC1 skew
Older
Younger
MSN Movies users spend their time
with friends and love to go out
MSN Entertainment & Video users live for the
moment, life is all about having fun
C2DE skew
Examples
MSN Homepage: Reach 3.5 million 1 day
Deep Editorial integration into MSN Movies
Be part of the conversation: 14 million Messenger
Users
Xbox: The hard to reach 15 – 35 yr Male
GERMANY
UNITED KINGDOM
ITALY
CASE STUDY: COMPLEX GEO-TARGETING
Client
12 European Countries
Territory
Objectives
•
•
Execution
•
•
•
•
Promote highly anticipated movie, V for Vendetta
Utilize complex geo-targeting to deliver most
relevant messages in each market
Ads highly targeted to release date in each
market
Creative in local language for each market
Very positive gamer feedback
Significant brand recall and effectiveness results
>> 50%+ unaided film and ad awareness
>> 10%+ shifts in interest/intent to see film
>> 65%+ recall of ad channel, video games
CASE STUDY: COMPLEX GEO-TARGETING
V for Vendetta - Gamer Feedback from Research study
“I have enjoyed the advertising with in the game. I have often passed a billboard
“Advertising“I within
Online
is a good that
ideaare
because
many people
do
likeAnarchy
a....
lotand
theof
film
sequences
shown
“It a
adds
to the
'realism'
the
world
haveit.billboards
with
movie
clipwhole
playing
sat
down
toto
watch
I think
theadvertising
ads have made
play the game so they would
see
the
trailer
and
possibly
be
interested
into
the
in
the billboards.”
real world.”
the game more realisticstuff
andon
have
added
to the sci-fi theme of the game.”
seeing it.”
Mobile - ScreenTonic
Chris Moyles new Audio Book.
• Download audio clips &
wallpapers
• Competition to win an ipod
(data capture)
• Discount code drove
ecommerce sales
•
•
•
•
Results
Nearly 450,000 imps delivered
2.3% CTR
42% conversion (downloads)
Entertainment & Entertainment Marketing is becoming interactive
Contact Details
Mary Hunwick
Entertainment & Media Category Manager
mhunwick@microsoft.com
07764 884 881