Futures of the Internet presentation

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  • Same revenues in the U.S. dropped from a high of $14.6 billion in 1999 to $10.4 billion in 2008. The Economist and The New York Times report that the downward trend is expected to continue for the foreseeable future[8][9] —Forrester Research predicts that by 2013, revenues in USA may reach as low as $9.2 billion
  • A lot of Youtube’s video discovery and consumption also takes place on 3rd party sites (See grey table for examples)Videos viewed at YouTube surged from 6.3 billion in Jan '09 to 13.2 billion in Dec '09. To put this in perspective, Google closed its acquisition in Nov '06. In Jan '07 (the first month comScore publicly released online video data), YouTube notched 1.2 billion views. That means that in the 3+ years that Google has owned YouTube, it has grown more than 10x in size. More amazing is that even with all the growth by other sites (particularly Hulu), YouTube has kept up its approximate 40% share of the overall online video market, starting the year at 42.9% and ending at 39.8%.
  • Futures of the Internet presentation

    1. 1. Futures<br />The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”<br />
    2. 2. Change like never before<br /><ul><li>Record Industry gone – well nearly
    3. 3. Craig’s List – Trashed newspapers classified revenues
    4. 4. YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior
    5. 5. Skype trashed phone company revenues – particularly long distance.
    6. 6. Broadband – is about to land many new TV services.
    7. 7. Facebook – is connecting the globe</li></li></ul><li>June 15, 2010<br />3<br />The internet is the change agent <br />Then & Now<br />2000>> 2010<br />adults who use the internet<br />THEN: slow, stationary connections built around my computer<br />79% <br />46% <br />have broadband at home<br />64% <br />5% <br />own a cell phone<br />50% <br />82% <br />NOW: faster, mobile connections built around outside servers and storage<br />connect wirelessly<br />59% <br />0% <br />use “cloud”<br />>66% <br /><10%<br />tech social networkers<br />48% <br />0%<br />
    8. 8. Australian online population in 2010<br />4<br />9 in 10have broadbandat home<br />Over 17 million Australians are online<br />40% use Internet while <br />watching TV<br /> They look at 92 domains <br />and 3,029 pages<br />THEY SPEND<br />22h hours online<br />15 hours watching TV<br />10.3h listening to radio<br />3.4h and 2.1h reading newspaper <br />and magazines<br />Source : Nielsen online consumer report Feb 2011<br />
    9. 9. Agenda<br />Numbers<br />Key Themes 2015:<br />Mobile - number 1 screen<br />Search - Internet is going search centric<br />Social - Ads socially enabled<br />Video - Explosion in Rich media content<br />Trading – DSP’s Advertisers will learn to love the data<br />Who is doing this well?<br />
    10. 10. Mobile Internet<br />
    11. 11. So why should we care?<br />Mindbox confidential and proprietary<br />
    12. 12. Australians are searching more from mobile devices<br />Android Nexus One<br />Mobile web adoption 8x faster than the desktop web <br />Moto Droid & Eris<br />12%of all Google queries in Dec 2010 came from mobile devices<br />Android myTouch<br />3,000% + growth in 3 years<br />iPhone 3GS<br />Palm Pre<br />Blackberry Storm<br />Android G1<br />iPhone 3G<br />iPhone<br />2008<br />2009<br />Source: Google Internal Data, based on a basket of 20,000 keywords<br />
    13. 13. People use their phone differently <br />9<br />Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’<br />
    14. 14. And they use it constantly throughout the week <br />10<br />Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile<br />Desktop Search Queries<br />Mobile Search Queries<br />Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010<br />
    15. 15. Most of the activity on mobiles is new.<br />
    16. 16. It’s not just iPhone.<br />
    17. 17. Largely driven by social media.<br />
    18. 18. Search<br />
    19. 19. So What About Search<br /><ul><li>We don’t need advertising anymore because we can find anything we want. – Google Founder
    20. 20. We convert 50% of our customers on the website – the other 50% in our branches. Brand advertising is now only intended to drive search and that’s the ROI. – Marketing Director</li></li></ul><li>On all devices and for any type of content<br />4bn+ searches per day worldwide and increasingly sophisticated : everyday, 15% of searches are new queries<br /> Video: Over 500 million <br />queries globally each day on YouTube<br />Mobile: 50% of people using Internetvia smart phones start with Search. <br />Over 30% of mobile searches are for local info<br />
    21. 21. Online Usage Trends<br />Stickiness: Categories<br />Source : Nielsen NetView March 2011<br />
    22. 22. Online Usage Trends<br />Stickiness: Search Category<br />Search Category:<br />Google Search is still the stickiest Search Brand with an active reach of 83%, followed by Google Image Search (35%), and Bing Web (22%)<br />Source : Nielsen NetView March 2011<br />
    23. 23. Video<br />
    24. 24. The rise of the YouTube generation<br />
    25. 25. Online video vs other medium<br />
    26. 26. YouTube - the tip of the iceberg!<br />Source: Comscore Video matrix // Techcrunch<br />
    27. 27. Social Media<br />It’s not about campaigns.<br />
    28. 28. Converse CMO<br /><ul><li>Social media isn’t even a two-way conversation –- it’s more complicated than that.
    29. 29. Be respectful of the time between purchases of your product by adding value and contributing to the conversation. When it comes time again to purchase, your relationship with them should pay off.
    30. 30. Which is why we focus on a couple of core marketing truths via social – be relevant, make a connection, be useful</li></li></ul><li>Social Media Landscape<br />Unique Audience<br />Online Usage Trends <br /><ul><li>73.8% of Australian online users have accessed a member community site in March 2011 which is an increase of 3.5% month on month
    31. 31. 64.9% of Australian online users now use Facebook. This has increase of over 3% month on month.</li></ul>Source : Nielsen NetView March 2011<br />
    32. 32. Online Usage Trends<br />Stickiness: Member Communities Category<br />Member Communities Category:<br />Facebook is the stickiest Member Communities Brand with an active reach of 65%, followed by Blogger (26%), and WordPress.com (13%)<br />Source : Nielsen NetView March 2011<br />
    33. 33. Online is about engagement<br />3 in 4 of online Australians consultother people’s online reviewsand comments about brands, products or services.<br />1 in 2 actively participate in online discussions about brands or provide their own comments<br />Video content found online is the 2nd<br />most popular form of online <br />brand engagement<br />Source : Nielsen online consumer report Feb 2011<br />
    34. 34. Search is already social<br />28<br />
    35. 35. Social Graph<br />
    36. 36. Understand<br />Be useful<br />Be live<br />Social Space<br />Research & Listen<br />Curation<br />Content<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Facebook<br />Networks<br />Plan/iterate<br />Measure<br />Active listening<br />Aggregation<br />Outreach<br />Moderation<br />APIs<br />Widgets / tools<br />Editorial<br />Optimise assets<br />M&S assets<br />On-site UGC<br />Connecting<br />Platforms<br />Principles<br />Processes<br />Social Spaces Framework<br />
    37. 37. Marketers will learn to love data<br />
    38. 38. Internet provides Real Time Insights about your brand<br />Google runs 100’s of experiments/day<br />Amazon runs more than 200 tests/day at any point<br />Volkswagen Germany discovered that 15 searches on Golf = 1 saleTrommsdorff & Drüner: VW Golf econometric modeling 2010<br />
    39. 39. Media Changes<br />SSP – Sell side platforms<br />DSP – Demand side platforms<br />These replace performance networks.<br />Banner click through rates have dropped dramatically – no one really buys the brand recognition unless it’s accompanied by action.<br />Context is the only way to generate a return. Trading will become derigeur – it’s happening now.<br />
    40. 40. 5 Coolest Brands with Gen Y <br />Apple<br />Converse<br />Trader Joe’s<br />Whole Foods<br />Amazon<br />
    41. 41. 5 Coolest Brands with Gen Y: Amazon <br />
    42. 42. 5 Coolest Brands with Gen Y: Converse All Star<br />
    43. 43. 5 Coolest Brands with Gen Y: Converse All Star<br />
    44. 44. 5 Coolest Brands with Gen Y: Whole Foods<br />
    45. 45. 5 Coolest Brands with Gen Y: Whole Foods<br />
    46. 46. Opportunity<br />in<br />You have to be available on all devices and it all needs to work. It’s no different to being on a supermarket self.<br />2011<br />Advertising drives search.<br />Customers use social media to share content – they love blogs and because they are diverse they all read different blogs.<br />The web just has to work. Usability is key.<br />Online and offline have to be integrated<br />You have to measure and improve over time.<br />They want the buying and servicing process focused on their needs – Web, retail, <br />Everything needs to work on mobile.<br />THE FUTURE IS NOW<br />

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