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The Truth About Culture Online Now

Natalie Melton, Arts & Business Philippa Snare, Windows Live, Microsoft Alyssa Bonic, The Bigger Picture, Sky Thursday 17th February 2011

Loyal, Passionate & Vocal Audiences Presentation Title


Original, exciting content



Exceptional Venues Presentation Title


A thirst to experiment, pioneer and champion the new

• First time that online engagement with arts and culture had been quantified and captured • 2,000 strong sample backed up by qualitative interviews and focus groups •

Over half – 53% – of online population had engaged with arts and culture online in the last 12 months

It clearly augments, rather than replaces the live experience

Research segmented audience into 3 key groups: confident core, late adopters, leading edge Presentation Title

Research Overview 6

Online engagement with arts and culture provides different benefits for each market Access Discover

Learn Filter


Experience Skills

(Online Only)



Older audience Core audience Leading edge audience • The 3 markets differ considerably in terms of current online engagement with arts and culture, but only Access and Learning are mainstream at present • Each market has the potential to extend their engagement into more sophisticated online interactions, if properly motivated and supported

Based on combined quantitative / qualitative analysis

Hoardings Creative Proposal

Show and Tell 8

A History of the World in 100 Objects


Show and Tell A clear appetite to gain insider info on cultural experiences through digital channels 56% of museums fans and 47% of those interested in archives would like to take a virtual tour of the institution they were visiting online Similarly, five minute performance/exhibition clips appealed to nearly half of those with an interest in visual arts 10

Content Fans

Hoardings Creative Proposal

Culture Club 11

Culture Club Audiences want to engage more - a clear interest in:

user reviews and ratings, short form video content tutorials with almost a third of our respondents suggesting that they were willing to pay for this kind of content


Digging Deeper 13

Digging Deeper

47% of online audiences professed an interest in archived content


Hoardings Creative Proposal

Go Experiment 15

Stella Artois Black: The Night Chauffeur

Stella Artois Black: The Night Chauffeur


Skype Outside


Go Experiment Leading edge consumers (11% of online audience) want to create and share Providing tools and platforms for them to do so can be a great way to engage

Consumer facing & youth oriented brands are attracted to innovation


Silver Surfers 19

Google Art Project


Silver Surfers 85% use Google for cultural listings and information

Frustrated that there are not better trusted and curated sources of cultural listings Trusted brands can play a role in advising this valuable audience


Dance Nation




Dance Nation Dance has a digital fanbase – 30% have viewed dance online & there is an appetite for more Dance cuts across lots of different audiences and has mass appeal

Dance attracts relatively low levels of corporate sponsorship – time for a rethink?

Hoardings Creative Proposal


The Next Generation 25

Hoardings Creative Proposal Gerhard Richter Digital Interpretation Guide


Gaming 27

Hide & Seek: Tate Trumps & Bloomberg


Gaming An average of 4 hours per week gaming across the survey sample

61% of survey said they ‘love new technology’


Mobile 30

Museum of London – Street Museum


Mobile 54% of those surveyed said that they were confident using their phones for a wide range of activities Streetmuseum: 65,000 downloads in the first 4 weeks

Museum’s monthly target of visitors reached within the first week of opening the new galleries. Media coverage in Metro, Time Out, Creative Review, Icon, Campaign 32

Location, Location, Location

Hoardings Creative Proposal


Location, Location, Location 3% of sample are using GPS to identify cultural listings in their area – but will grow fast Exceptional venues and spaces have always been of interest to brands

Why no arts & culture on Living Social? Wahanda?


So how can you measure it?

• Digging Deeper • Silver Surfers • Next Generation • Mobile


10 Again

• Go Experiment • Culture Club • Dance Nation

• Gaming • Show and Tell • Location



Contact Us: Natalie Melton Commercial Director @natmelt

The Truth About Culture Online Now  

Natalie Melton, Arts & Business Philippa Snare, Windows Live, Microsoft Alyssa Bonic, The Bigger Picture, Sky Thursday 17th February 2011