Mindshare’s Joe Maceda on the New Media Multiverse

According to Mindshare39s press release the Media Multiverse is amp8220the industry shift towards franchises that live across a mosaic of platformsamp160and away from linear storytelling on one channelquotamp160 The study examined 35 of the most popular properties to ascertain their power and their impact on brandsI recently discussed their findings with Joe Maceda Managing Director Invention Studio Lead Mindshare North AmericaCharlene Weisler amp160Why do this studyJoe Maceda amp160We noticed that more and more franchises were building extensions across multiple channels and platforms and taking up more of consumersamp8217 time amp160We think that is indicative of the entertainment companies focusing more on audience depth rather than audience reach amp160By depth we mean the ability to get a core group of fans so interested that they will follow your franchise wherever you take it in terms of channel and whatever format amp160Recognizing that we thought it was important for us to understand who those biggest players are that have the most power when it comes to cultivating those audiences and inviting them into those franchise extensionsWeisler amp160The study indicates that the biggest companies have the greatest resonanceMacedaamp160 Yes amp160Those who have managed to cultivate a brand in a way that is consistent such as Pixar and Marvel those who have an air of specialness especially those who are able to extend it from the theater to the TV format and eventually into more extensive digital formatsWeisler amp160What do you see as the future for advertisers in the Mediaamp160MultiverseMaceda amp160Advertisers need to think about the ecosystem of the major franchises amp160If you have a core group of millions of fans who are engaging with a franchise in eight to twelve different formats over the course of time there are implications as to how we message when there are advertising opportunities amp160Further down the line as it gets more adfree brands and advertisers might think about flipping the script entirely and becoming entities that help create and become partners to create more buyside content and unique experiences to become an entry point into some of these franchises or revive previously dormant franchisesWeisler amp160How immersive do you see it all gettingMaceda amp160I like to think about immersive as less about the formats of the content itself like whether it is AR or VR and more in terms of how deeply a fan of that franchise can engage amp160I think it will be fully immersive to the point that it might not be linear at all anymore amp160For example more and more movie releases are accompanied by real world experiences that partly promote the property itself but are also an extension of the propertyWeisler amp160Were any of the results surprising to youMaceda amp160We were somewhat surprised at how powerful Game of Thrones is given that its heritage is fairly deep in the fantasy genre amp160To date the existence of Game of Thrones is only on premium pay cable so it is entirely behind a paywall amp160But it is the franchise that most people want the most of 54 want to experience more GoT amp160So we are seeing the birth of a megafranchise here which we havenamp8217t seen since Harry Potter 20 years ago amp160If this follows we would expect to see in 10 or 15 years multiple iterations or extensions of the story in terms of video content amp160We can almost be certain that there will be theme park extensions and other realworld experiences as well as continuation in the written format and the emerging formatsWeisler amp160How would advertisers know about which content has the greatest resonance such as a Breaking BadMacedaamp160 What we found from our study is the very first thing is whether people want to talk about the content after consuming it because that is a major indicator of how much more they want to experience it amp160So the more someone talks about it the more we can assume they want to enter into that world and consume more deeply amp160Breaking Bad is a great example in that it was never created to be a great franchise but at the same time it captured people in a way that almost required giving them more amp160I donamp8217t know if you can set out to create or identify resonant content at the start but that initial reaction and the way fans engage once it starts to take off is the biggest indicatorWeisler amp160What are the next steps for this studyMaceda amp160 We plan to make this an annual study amp160I am very excited to see what year two looks like as more and more of these franchises continue to build out their fan bases and their formats amp160We anticipate that as we looked at 35 properties this year we might remove some and add some more I am most excited to see as with Game of Thrones the trajectory and the velocity of some of these franchises as time goes on amp160We in the Invention Studio are using the study for brainstorming techniques amp160We want to identify what types of ideas we can bring to partnerships with these franchises and understand all of the ways people are engaging in these properties amp160Our Spotlight Team uses this data to identify which formats and platforms are most powerful for our consumersamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Mindshare’s Joe Maceda on the New Media Multiverse

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Charlene Weisler

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Mindshare’s Joe Maceda on the New Media Multiverse

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Charlene Weisler

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