Duration 39:22
16+
Play
Video

Audience Wild West: Insurgent Categories Redefining Marketing | SXSW Online 2021

Michael E Kassan
Chairman & CEO at MediaLink
+ 4 speakers
  • Video
  • Table of contents
  • Video
SXSW 2021
March 16, 2021, Online, Austin, USA
SXSW 2021
Request Q&A
Video
Audience Wild West: Insurgent Categories Redefining Marketing | SXSW Online 2021
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Add to favorites
50
I like 0
I dislike 0
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
  • Description
  • Transcript
  • Discussion

About speakers

Michael E Kassan
Chairman & CEO at MediaLink
Jeremi Gorman
Chief Business Officer at Snap Inc.
Doug Scott
Chief Marketing Officer at Twitch
Dara Treseder
Chief Marketing & Communications Officer at Peloton Interactive
Jim Lanzone
Chief Executive Officer at Tinder, Inc.

Kassan founded MediaLink in 2003 to be a transformational partner to the world’s leading media, marketing, and technology companies. Bringing these groups together while balancing strategic insight with pragmatic execution, MediaLink guides its clients through an increasingly fragmented media landscape.Drawing on a combination of experience, relationships, and insights, Kassan writes extensively as a noted blogger and serves frequently as a moderator and keynote speaker at global industry conferences. He has built instrumental partnerships with the Consumer Electronics Show and the Cannes Lions. He also produces and hosts a radio show on WOR 710 AM and Clear Channel’s iHeartRadio, “Medialinked — Inside Advertising and Media with Michael Kassan.”

View the profile

Jeremi Gorman is Chief Business Officer at Snap Inc., leading global sales, agency partnerships, business and customer operations, platform integrity, and creative strategy. Jeremi joined Snap in November 2018 and has spent her career in digital media, serving in businesses roles at Amazon, Yahoo, Variety Magazine, and Monster.com. Jeremi holds a Bachelor’s degree from UCLA.

View the profile

Doug Scott is Chief Marketing Officer at Twitch, a leading livestreaming service for content spanning gaming, entertainment, sports, music, and more. At any given moment, an average of over 2.5 million people come together in Twitch’s interactive community. Scott has extensive expertise driving growth in entertainment, media and technology, and prior to joining Twitch, held leadership roles at Zynga, BandPage and YouTube Music.

View the profile

Dara Treseder is a business leader with expertise in building & leading high performing global marketing, communications & commercial organizations. Dara is currently SVP, Head of Global Marketing & Communications at Peloton. Dara sets strategy & goals for Peloton's marketing efforts to build the brand & drive the company's growth & international expansion. She also oversees brand & strategic marketing, consumer insights & strategy, communications, & creative.

View the profile

Jim Lanzone is the CEO of Tinder, the world’s most popular app for meeting new people responsible for more than 55 billion matches worldwide. Prior to Tinder, he led the digital transformation of CBS Corporation including creating the streaming service CBS All Access. Earlier in his career, he founded Clicker Media and served as CEO of Ask.com, a division of IAC.

View the profile

About the talk

The stay-at-home lifestyle has drastically changed consumer media consumption habits. Traditional theatrical, linear, and digital video experiences are now part of a much broader media diet as viewers gravitate toward environments that drive personal connection and provide escapist experiences. As traditional media companies attempt to retain audiences, and as brands pursue alternative advertising environments to engage consumers, four advertising ecosystems are emerging as competitive options. Gaming, online dating, community-driven social apps, and at-home fitness businesses are forging insurgent paths - stealing screen-share and building engaged audiences, and as well providing sophisticated options for brands to integrate and drive value.

About SXSW:

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, this year’s online event features sessions, showcases, screenings, exhibitions, professional development and a variety of networking opportunities. For more information, please visit sxsw.com.

Subscribe: http://www.youtube.com/user/sxsw?sub_...

Connect with SXSW:

Website: https://www.sxsw.com

Facebook: https://www.facebook.com/SXSWFestival/

Twitter: https://twitter.com/sxsw

Instagram: https://www.instagram.com/sxsw/

YouTube: https://www.youtube.com/sxsw

Share

The stay-at-home lifestyle has drastically changed people's media consumption habits. And as a result, engaging consumers has become a land. Grab for traditional media companies and brands of like, amid, this reality, new advertising ecosystems are emerging as competitive options and online. Dating is one of those categories, forging an Insurgent path. I'm delighted to welcome a good friend. Jim lanzone, the CEO tender to share how the company is setting out to redefine marketing and build engaged audiences gym. Welcome thanks. Could be here

for about 6 months, into your role as CEO of Tinder. Congratulations. First of all, I'd like to start out by talking about your journey to kind of where you are today. You spent your career at the home of digitally native companies, most recently leading the digital transformation of CBS Corporation and earlier in your career founding clicker media and assert and serving as a CEO of ask.com. What was it that got you? The kind of jump into a community-focused company like Tinder for so awesome to be here with you. You know what

I left CVS. At the end of 2019 was just starting to figure out my next thing. I knew what I see with normally match group and tender is the largest part of that group and The brand as iconic as the product and tender their lives, they don't leave. And this is one of those ones where those opportunities don't come along that dinner, is number one in over a hundred countries. I mean, it's just a juggernaut and to come in and do the things I do product Road. You know, it's just

time to do something and then getting to the get into the dating worst. Well, you know, Jim normally and and you know, you've been so good at this. I'm not saying all the way to hairballs but you've also been pretty good at finding those those complicated ones and getting them right sided and and and this one was in pretty good shape but the opportunities you said, Is You When you have founder-led companies and, you know, that is so so good on you for

the opportunity and capitalizing on the opportunity, let me, let me kind of look back. Jim, we're still at the beginning of 2021 but last year as pandemics raged around the world and social distancing became a new way of life. It was arguably, not the best time to be single. I wouldn't know I'm happily married for 46 years, but I can only imagine, but it didn't stop people from dating. And the only way, a global pandemic would allow it was online. In fact, is I understand in April of last year Tinder announced that it has received over three billion swipes

in one day, the most ever documented in the company's, get your history. Are there other metrics or kind of KP eyes that show users are increasingly engaged on Tinder and continuing at that kind of Breakneck speed and Does that tell you? And and a little further? What does that tell you about? How people are spending their time consuming media during a pandemic? Yeah, they are totally related somewhere. Things happen to both categories. And I got here at the end of July, few months into the pandemic and teach a whole class. Now, I'm taking over a company of resume, but

the team here received questions from the Press. Right at the beginning of the pandemic that said things like are you going to go out of business or going to shut the company down? Because they just assumed you know would be dead in less than a month later had that 3 billion swipes day coming over for trillion. By the way it's history it's a huge number for the invented this way and that everyone was trying to find you. But but yeah. So you know, everything's going along, if it proved

out that initially people are trying to get to figure out their way to depend. You know, single people, especially needed human connection and using Tinder. Give the number one way to do that online became that you're the only solution at that point, right? You couldn't go to bars, you weren't going to go out and people needed. And it was interesting is you know it started vaulting Beyond tender as a tool unit to find people that and more as a platform where they would use it to engage. Does an example conversations were up 20% year-over-year throughout the whole year

and the the depths of conversation which you would think would stay constant was 25% up. So they were really going on there and seek each other out for other things. And I think you bring up a good point size, back to the lot of categories where the trend was towards a product like Tinder or the streaming service has a past life and the dependent greatly accelerated to change. That was already underway. God knows, you know what we've seen. And so many aspects gym is that would have Which would have taken five months or five years took five minutes or five days, we saw it. So often with

digital Commerce in the light but just everything. And you know, it's it's interesting anecdotally. I was on a conversation with somebody the other day and I said, When do you think pure pressure kicks in? And they said, what do you mean? I said, well, you know, if you're in a pitch, I was speaking to an agency and you find out the competition is showing up in person. Do you feel that need to show up in person and how are you going to manage that? And, you know, it's such an interesting dynamic as to, what's going to happen. We're looking for her to munity, but herd mentality, I

think it's going to be interesting for us to watch just as students of business and how we conduct business separate. We could we can spend the rest of the day, talking about that or not. I'm actually headed down the social discovery on Office of the master to spend almost two billion on South Korean company that dating at all. But that has been the trend in Asia, which is more toward finding new people to interact with online either in person or a video, or avatars, rather me in. And that Trend took Aunt, took off over here as well.

People would meet for tender and then go on dates, on Animal Crossing, I need on an island in Animal Crossing, or they would, you know, play games together online, or they will put in their bio, and they were looking to somebody about the election and the crazy nerve or they want to talk about Bridgerton, you know, your relationship to happen and it really is a big future and not only that, you know, where I can be judgmental. That's okay. But I think we're going to be in a hybrid life and

we're going to be live, like we're going to be live or going to be online. We're going to be kind of dancing on a lot of different dance floors. But I think it's going to be a distributor life in that way in it. And I kind of a hybrid for all of us, going back to the early days of tender about a decade ago. I think it was as a dating app on college campuses. But, you know those twenty-year-olds who were on the app have now grown up and completely immerse themselves in social apps and they see the virtual world, as an integral and kind of scene was part of their everyday life.

It's not. So, it's over there. It's in the center online. Matches aren't just about dating anymore. As you said it's about fulfilling life experiences. It's about interacting with people in a different way. Do you think this is largely kind of a genze thing for Jen's? He's already taking over for us. It's over 50% of our audience and percentage of our audience is under 30 and they are the generations leading the charge into the more of a virtual world virtual life and that that's how they mean they have his experiences together and I think it'll

depend on again, just as it is, such a touchstone for things like this. Drew these new behaviors. So we have a product called passport and it allows you if you see if I pay for it but then it was during the pandemic, we made it free and what you're able to do is drop into any town that you want. So you want to drop into the New York or Atlanta or Austin and start to meet people in that area because people were staying time virtually. And so that behavior, by the way, genze took out and made it a meme on Tik-Tok. It has over 70 million views of watching people use Tinder passport

and me people that way. So yeah, I mean between things like that again doing activities together online but again I mean I do think that that reaches a certain point that then bleeds over in a meeting in real life as well but I just think of this Behavior goes across generations for sure but started with Gen Z. So, so Jim tenders making a lot of moves to kind of help users. I don't know, I put this in air quotes, but stay inside both within the app and at home from virtual spaces and Live Events. I mean, I think, what do you swipe nights at some

point? Hopefully soon, I had my second shot yesterday so I'm feeling pretty good about that but I did, you know, pandemic restrictions are going to ease up and God willing. People are going to be able to see each other in person again soon. What do you think the kind of behaviors that we've cultivated inside will translate as we kind of make our way back to outside life? I think one thing that we've seen and I think it should make you really optimistic for people. Going forward is the if you can look back at the, what, you

know, if you think about meeting in bars or meeting socially, in those kind of transactional that way in the dating apps while ascending to be the main way, the people meeting before the pandemic and went even further during pandemic by the Nazis for dating. I mean, 40% of all marriages in the US are given online and tender probably drives at least 25% of those. People aren't normally think it's better that way, but his temperature more marriages in the United States. But what we saw is the people then needed to be able to do activities together because they couldn't go to restaurant.

They could just meet for a drink. So you saw was people meeting with biking meeting to go do, you know? So the park and he is all these different types of activities. In fact, we saw his 3s increase in the use of the term roller skating and people meeting to go do that. And that's interesting. I actually think that this not only do online dating apps are very efficient for the quality of a match that you would get and people have really discovered it and that and it's a great way to find somebody who's right for you. But then when you finally then go meet after 10

of doing more online and used to you might go do like really activities, really get to know each other. And I think that's actually a trend that we've seen and I could see that absolutely continually. I mean, either way we're probably headed into some version of The Summer of Love or on his love and this thing is over and I think they were getting ready to party. Or where are the Roaring 20s or Jim you know look you have for a long time. Been somebody that I look up to in this industry because you are a veteran of so many different aspects of this digital

explosion over the last 20 years and to see you in this position. Does my heart good? And I will tell you I think you got a tiger by the Tail as you well know with how many trillion swipes did you say oh distri multiple trillion, I mean you're starting to sound like yeah you're starting to sound like the government deficits but but on that note Jim lanzone. I want to thank you for joining me today. Make sure how many Michael Thank you so much, Jen for sharing your vision and perspective on the future of consumer engagement. As online

dating has, certainly surged over the past year. Now I'd like to welcome 3 special, guest Jeremy Gorman, the chief business officer at snap Doug, Scott, the chief marketing officer at twitch and Dora trucedar vs VP and head of Global Marketing Communications of Peloton. I'd like to invite the three of you to dig into how your Brands, and your particular circumstances are forging New Paths to build community. Let me just start with a kind of a general question and given the Reliance and dominance of digital technology, coupled

with the stay-at-home World, it can often feel that the human element of interaction has been lost lost. This is a great way to engage and we've all learned how to do it. And there is a need to rethink marketing and I guess I really start with, you know, Dar from your perspective, I said General, but I'm going to be specific. How is Peloton navigate, its way to make sure that the experience and God knows yours is live and live like, but retains that youman element. I mean, obviously the whole concept of Peloton was that

before we needed to, we were communicating in, in a virtual way with the instructors. But did you have to re-examine it? And and, and in light of the pandemic, What are the things that we have to really do? Was make sure that we were showcasing more of how those interactions and connections were happening on the platform. So, when was my first started, we obviously had to educate people on what connected Fitness is because then nobody thought that from the comfort of their home, they could get a credible workout experience and also be connected.

Not only to the instructors, but to each other. But obviously created that connected Fitness. Do you know, everyone bought into it and I am so far for us the focus has been. How do we make sure that some of these powerful elements that connects our members, some of these powerful than whether it's things like high fives, that enable you to kind of give give give each other a little bit of a push through that. You do that minute of the workout. Or it's things like that, that allow you to create these microbe communities within the

larger Community, those stories of how our members are utilizing. This feature has to stay connected to stay Stanford. To state was starting to really showcase more of the fullness and the richness of the experience for a moment and say community is obviously a critical to what you do, dog, as well in a different way, but it's critical. And how have you looked at it through that lens? Well, then when you asked this question, I serviced I smiled for a second cuz I switch the stuff like, which witch is, which is this distillation of humans

connecting around things that they care about and your people will come to Twitch for the content because they might be interested in games or music or whatever. But they stayed because they connect to a Creator and the connect to a community around that Creator and that's really what ends up happening. So, In This Moment, you're everything that which has ever been built to be everything that we've killed from a product standpoint. Everything that we communicate from a marketing standpoint is really about that connection and you'll have been a part of a bunch of communities for a

long time. I've been in the video game business for a long time. So very aware of twitch and the connection is real, it's deep. And I started screaming during covid-19 in the band and then I started screaming and playing guitar on Twitch and the connection you make to your your community is super deep and realize I went I said there's a lot of people I know who will watch with people, I don't know. We show up every time and it's such a positive and keep saying and y'all like many people, I want I've lost some people during the covid. Where you know,

Would turn to streaming into that Community as well as a catharsis and they were always there to support me. So it's a really Real and enduring connection to that gets built on Twitch. So it just permeates everything that we do on every phone again, Community. I'm a come back to that because the community is at the center of so much of what we're talking about but let's focus on kind of entertaining and connecting. I mean I think that if you look at it and said, staying in her pain and connected to the outside world was certainly a priority and we seen

crazy ridiculous. Massive lifts and video consumption, social media Etc. Jeremy, you guys release some stats and in December about the user base and Personal responsibility came up, I'm curious. Can you, can you talk about people's kind of expression of that personal and I'm responsible at personal responsibility to create change to create movement that, you know, things that people could be passionate about Yeah. Absolutely. I'm freaking off, but Dar and Doug said about

community and its really at the center of everything we do. So, one of the trends that we saw during covid-19 us that this generation socks with pictures, the generation we serve, which is 13 to 34, more or less than 90% in the US and 75% of 13 to 34 year olds in the US. And not generation is a very active generation. So when I say like talking with pictures, I mean instead of, you know, me texting you with your thumbs, its I'm going to take a picture of myself. This is what I'm

doing. And not connection is been really, really really, really important during covid. So we have accelerated to 5 billion pictures taken out pictures of videos and every day my camera. But the generation itself, they care deeply about the communities around them and they really want to associate with brands. Are doing good for the world. I'm so it's a really active generation, they are taking responsibility. I'll give an example is that we had last ones and people are putting on their face that we worked in partnership with Ad Council and some others to do some

education around covid. And it was really cool to see this generation embrace it because in theory, it's the generation that mostly wants to just be somewhere with their friends. In fact, they couldn't, but still took it incredibly seriously really really mattered and they get engaged in all types of Civic activities and alignment with people who also care about civic responsibility, being critical to this generation of what can you do for me. It's what can we do together? I think I've seen that.

I've seen those communities and again that passion really coming through again. Look, there's no doubt that one of the great stories of of this past year has been Peloton. You offer something that's so important. It's about physical. And mental well-being, the ability to stay healthy and again, using that word building the community from your home or one of the ways you've been doing that as with the, I want to get it right. The Peloton artist series. I think in November of last year you announced it a very

big deal with Beyonce and it was kind of rooted in the celebration of music and you know, being a central component of Peloton but it's Fitness it so much more. It's entertainment at the concert a therapy session and the artists Kind of embodies that. Do you find the kind of writers are turning the Peloton for more than just that 30 or 40 minute ride or coming here for their physical and mental health, and people are coming because the content that our team is putting out, it's doing, it's truly motivated. You know, you are so many times that, you know, I'm having a conversation with

her is in the WhatsApp group or or or talking and you see, people say, well, I was just, I was trying to decide whether I was going to take this class or watch a Bridgerton. You do. It's very much a part of culture, right? And as of this artist series that we've been doing, which have been very successful, it allows us to tap into culture and many of the artists are members. The power of music, how music comes together with our instructors and the story. So interesting experience that is just a phenomenal

experience. Seeing what that provides she wanted to be able to bring that to the pallets outside for me. If it was really wonderful for us to come together with her to be able to bring back to life in such a powerful way. And you see that happen even in it, is very organic ways, right on Instagram. You have live though and Miley Cyrus kind of starting this challenge of who can still run on the Peloton tread or, or you take a spin and I don't wish your keys did. All the Peloton bike while singing as a way of building stamina. And this is just something that they're just

doing, because the members of the community, they love the power of music. They love how it all comes to life, is a Peloton artist series, brother, the great way that were able to bring music in and have music be a way that we're connecting two different audio. What is within our community were telling different stories that were really bringing you and refreshing and engaging experiences. So, this is something that, you know, what continue to do. And just another point on this and I think it's really important is music. Your down division. Music is something that just unites all

of us and so with the Beyonce partnership, we were able to really increase cultural access. We work with her, you know, provide digital memberships to 10 HBC. Use all the students that increasing cultural access because typically business and it when you think about physical fitness and an end because of some of the historical challenges, there's been a certain communities especially black community where we can really show up as a school fell. And and what I love about what we're doing a Peloton

is not only are we using music as a powerful way to entertain on connect2culture, and really low. How to beat you with your work out. But it's also powerful way for us to increase access. I really hope all of us come together and unite, but our mission is to unite the world to Fitness and artist series of Music. The powerful way we're doing that to, you know, what is a spinner? I can't, I can't be, I can't compare to Alicia Keys, but if I'm being totally out of there are a few like her. But, you know, if I'm being totally honest, I've been

on no video on many, many, many, many calls over this past year, and I've been told to go on mute because I'm breathing too heavy and it's from being on my bike. So, you know, again, I'm not singing an aria but I'm giving giving advice where I get the opportunity on my bike. So you know if we're all were all telling the truth. I'm sure I'm not alone in that. We've seen acceleration and it'll level that is unparalleled. And it's also forced us to reimagine digital storytelling and and the experience

kind of messing her digital and physical experiences, being limited. But, you know, certainly gaming entertainment Esports. These things have just grown exponentially it Doug. I think, you know, which is I understood it went from about 17 and 1/2 million average daily visitors to like 30 million, which underscores the demand for a kind of live interactive entertainment. What what do you think aside from the obvious has contributed to that Well yeah obviously we

benefited the time from people spending more time at home and looking for that connection but there's a couple of other things I think contribute to it when is your first of all both concurrently. But also as independent Trend gaming continues to build popularity and adoption. I think it's almost 80 per-cent. Something like 79% of us of people in the US are basically our Gamers based on their behavior. All is scribe to that that term as a self descriptor. But their behavior is that they are Gamers. And obviously

Mobile gaming has been a huge part of that drive as well. The gaming is just exploded in terms of his popularity and Knotts. You're one of the things that people turn to switch for is as they become passionate about a game Twitches. We're a community around that game is off informing, but our growth is not only been in gaming, it all we seen growth in all basically all other forms of content, you know, whether it's music or Sports. Our biggest category is actually called just chatting or it's just people talking and and because they're can talk about their interest and then they find other

like-minded people and then they can act and that's what you know, where that that's why we, all sort of starts. And the truth is, is that live streaming is not an experience that that many people have actually had yet. Its accelerated dramatically during the course of the pandemic, because all the sudden, people became much more facile with online video, chatting and connection. And all the sudden, like Twitches all these communities around their interests are just sitting there waiting for them. But it was that familiarity with some of the technology that I think

also, drove adopt, and of twitch. And the truth is, is that live streaming is really different from other forms of online video because it's not really so much about what's happening on the screen, is about the communities. It's there and the interaction in your actual participate. In that moment, that's what your eyes twitch. The participation is not necessarily what's being shown on the, on the screen. And as a result, I think when people find that and they find that real human connection, absolute responded them, you know, the last thing I think is this is a, is a really

important piece for us at which, which is that when you come to Twitch, and it's not all the time, but overwhelmingly, you have a very safe and positive experience is our top priority. We've invested more. We invest more in that organization than anything in trying to go to the ultimate support that and having a huge trust and safety team. We have super strength and Community guidelines. We apply, you know, very rigorously but probably just secretive Twitches that there's these volunteers called mods. Moderators, basically, sign up to just do a volunteer to support a

channel, a Creator and when a crater goes live there, mods Pile in and we built, Connor tools gen power mods to make sure the chat stays really positive that they have the power to ban people. If they start stroll in an ultimately, they can really create an environment. That's very welcoming outside all the time. Of course, people can slip through and things can happen. But as far as the interestings concerned, it's pretty safe place into his result, is something that I think when people come to have a positive experience has been huge. It's critically important. So Jeremy, I want to

let our listeners in on a little secret and I'm going to talk about our first meeting. I would say our first date and I'm going to try and keep it clean, but I will let all of you in on a little secret. My first meeting with Jeremy. We commandeered. I'm using a a better word than stole a golf cart to sneak away. I said what the hell? It's sitting here. We could just take it. That was two plus two years ago I guess right here almost three years, what a difference. I mean you know I read something the other day that referenced our Evan Spiegel has played. The long game will show. Did you

you play the long game? Cuz there were those who shook their heads when you made the move to join to join snap in the chief business officer or roll cuz it was some challenges and, you know, those are all public. I mean, we're not saying anything that people who were students of snap at that time, didn't understand. And here you are two and a half years later. And, you know, it's been a quite an amazing story, in terms of the solid growth and and, and the acceptance. But talking about mods, talking about with Doug talked about, this is an issue. You and I have Spent a lot of time on how

you, you know, at snap have been consistent with your views on those very topics on on moderating. If you will you getting yet you letting, you know, communication be free if you know where monks the participants if you will also kind of monitoring it. I guess it's a compound question, two and a half years later. I'm certain if based on nothing other than the stock price of your happy, you made the move, but the difference 2 and 1/2 years later, you know, rib for us a little on, on on that. If you wouldn't mind Jeremy

the most important question here, which is Bridgerton, or probably because it was, it's not like I'm asking for, but both amazing that you can take the year of the class. I left Amazon. So as Doug can attest that has also not been a bad shock situation. So haven't had that all aside. I think, you know what? That was talking about, really resonates with me and is, frankly, the reason that I became so enamored with SNAP in this meeting that, I think know some people have heard about some people haven't but effectively I got a call the same day that I met Evan. I met him that day and everything

transpired within 24 hours, I never met him before, I had tried to learn Snapchat and Uber on the way to my interview and the next day and I will tell you, basically exactly what Doug just said, is what drew me to the company. He absolutely plays the long game team is incredible. And in this particular instance, the way that they designed the app long ago from the very beginning around sort of human centered communication, how There aren't things like likes and comments that are public-facing because they didn't want that to be a part of the design. For

the people could feel free to express themselves in the moment without worrying about being judged. I thought was really spectacular on the Discover section is, it's a sort of broadcast section for lack of better. Terms is hand-curated, we don't allow anyone on the platform to broadcast to the whole community at all. And so it's, you know, Partners, like, NBC News and BuzzFeed and everybody in that section, so Brands can feel safe, but also so he can feel safe when there's just so many little awesome things that they thought of so long ago, in terms of keeping the community safe knowing

that we have like a really important generation in our hands on things like friend request has to be bi-directional. So like I can't just follow you, you have to follow me back like we have to become actual friends. The fact that bitmoji is what You are represented on Snap before anybody's friend. So if you're if I'm looking for you, you be represented as your bitmoji and well that might not seem super important. What it does prevent is anyone just scrolling through looking for pretty girls to add everybody is represented as a cartoon more or less. I mean, really cool

and humanizing cartoon, but that's really important. And then, additionally, even as we grown throughout this period and launched the product like Spotlight and Spins, which is short for a video content, it has that kind of moderation in it as well. We've been able to do it and stick to our principal. So we launched in November be a hundred million monthly users and Spotlight already posting content, same principles with like no public likes and comments. And then beyond that. What's been really cool is that we moderate everything in there as well. So don't Point like this is

no easy undertaking, the teams are amazing but it's a combination of machine learning and hand Eurasian wear something. Text to accelerate. In terms of a popular video, it automatically gets reviewed before it can accelerate further to ensure that it's the appropriate content for the audience that, you know, doesn't have anything. You would want to see you're here in there and it's just a really special place. And so I was just sprinkling, totally struck by The Vision by the enthusiasm, by the, like honestly fortitude to get through what I would consider to be one of the more challenging

times and I'm so glad that I did I'm so glad that I learned what I learned in my previous roles to bring to the company. And then the team here is just an incredible group of special people. We do have a snap fit group and we do Peloton together so cool that like be with both of us because it's also connected even though we don't all know each other. Well I feel even more special about Golf cart story. If it was part of helping you get on that train and let you know what you were missed and

not say amongst the three of you. If I look at Peloton snap an Amazon, I can't think of three better stocks over the last. Of time, I know none of us do this just for the stock but not not, not a bad plus two, doing the work that that we get to do and be passionate about a session. I'm going to ask you to fill in the blank and the question is, don't underestimate the impact that blank is going to have on marketing and media. In the next five years. Each

of you get to put your own word in there. I would say don't underestimate what authenticity is going to do for media and marketing in the next five years, always keep it real. Amen, love you at Doug? I would say don't underestimate the desire to participate amongst consumers and what that will have on marketing and media. In the next couple of years, people wants create, they want to be part of creation, they want to engage with things. You talked a little bit about how engaged particularly the

younger generation is, you know, and they have the power to avoid things and have the power to dive deep. So I think if you can find ways to really allow people to participate, There's no power in the I love that if you put authenticity and participation together, it serves up a great to clean up the spot to you, Jeremy to to put your word or words in there. Don't underestimate the power of augmented reality and the importance of media and marketing. Not a self-serving message. Oh true. We have the ability to get

a virtual product into the hands of customers and allow them to experience it from their living room. In my opinion, will be the next hockey stick moment for marketing. That's awesome it. When you see it in action with shoe, try on which one would like to G & D or and makeup trial, Easton, Sally Hansen. It's unbelievable. So that would say, don't underestimate the power of a r and connection and positivity and authenticity. There you go, guys. I know that those are our audience will have learned a lot

today and I want to personally. Thank you know, Jeremy Gorman, Doug Scott and dharitri Cedar for joining me today. And of course, Jim lanzone, who joined us earlier? And I thank you all and here's a a hope and a prayer that next year we get to be in Austin when we do this. So as we might say next year in Austin, but thank you for joining me and thank you for making this interesting. Authentic and all the words, we all the words we just used Thank you very much. Thank you so much.

Cackle comments for the website

Buy this talk

Access to the talk “Audience Wild West: Insurgent Categories Redefining Marketing | SXSW Online 2021”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free

Ticket

Get access to all videos “SXSW 2021”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Ticket

Similar talks

Evelyn Sicairos
On-Air Personality at Univision Communications Inc.
+ 1 speaker
Chiquis Rivera
American singer and television personality at Jenni Rivera Presents: Chiquis & Raq-C
+ 1 speaker
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Kevin O'Malley
Speaker Engagement Strategist at TechTalk/Studio
+ 1 speaker
Tony Parisi
Global Head of AR/VR Ad Innovation at Unity Technologies
+ 1 speaker
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Mark Rabkin
Facebook at VP of Oculus
+ 1 speaker
Scott Stein
Editor at Large at CNET
+ 1 speaker
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free

Buy this video

Video

Access to the talk “Audience Wild West: Insurgent Categories Redefining Marketing | SXSW Online 2021”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free

Conference Cast

With ConferenceCast.tv, you get access to our library of the world's best conference talks.

Conference Cast
647 conferences
26477 speakers
9839 hours of content
Michael E Kassan
Jeremi Gorman
Doug Scott
Dara Treseder
Jim Lanzone