Engaging youth Lars Hemming, CEO Frederik Andersen, COO PDF
Preview Engaging youth Lars Hemming, CEO Frederik Andersen, COO
THE DISINTERESTED AUDIENCE Engaging youth Lars Hemming, CEO Frederik Andersen, COO Friday, 19 April 13 Anecdotes and stereotypes THEY DON’T LIKE NEWS. THEY CAN’T WRITE. THEY CAN’T CONCENTRATE. THEY DON’T CARE. Friday, 19 April 13 DOES GEN C CARE ABOUT NEWS? We asked them directly. Friday, 19 April 13 92% 59% INTERESTED IN MORE INTERESTED IN LAST 12 MONTHS WORLD NEWS GEN C CARES 71% WANT 85% TRANSPARENCY 79% THOUGHT- UNHAPPY WITH PROVOKING NEWS SOURCES Friday, 19 April 13 ENGAGED CONFIDENT WITH THE WORLD CONNECTED AROUND THEM OPEN TO CHANGE GEN C ARE... NOT HAVING DISENGAGED THEIR VOICE WITH NEWS SOURCES REPRESENTED Friday, 19 April 13 There is no magnetic, online, global news brand dedicated to young people. This is an historic opportunity. 6 Friday, 19 April 13 Friday, 19 April 13 THE CHANNEL MISSION In a rapidly changing world, VICE News is the daily digital source for the most relevant, authentic, and engaging news and information created for and by young people across the globe. VICE News is: • fully immersive • smart and subjective • entertaining and unapologetic • storytelling in a voice Gen C can trust Friday, 19 April 13 Why the audience matters A $1 TRILLION 8X INCREASE IN ONLINE VIDEO OPPORTUNITY SIZE VIEWERSHIP SINCE 2007 MARKET GEN Y WEALTH POWER SHIFT 35% $20B+ AND SHRINKING FUNDING GAP Friday, 19 April 13 How audiences have been addressed historically BUSINESS PLANNING INSIGHTS AND MARKET RESEARCH STRATEGY DESIGN MARKETING DISTRIBUTION SALES CUSTOMER CARE Friday, 19 April 13
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