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 —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 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”
Craig’s List – Trashed newspapers classified revenues
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
Skype trashed phone company revenues – particularly long distance.
Broadband – is about to land many new TV services.
June 15, 2010 3 The internet is the change agent Then & Now 2000>> 2010 adults who use the internet THEN: slow, stationary connections built around my computer 79% 46% have broadband at home 64% 5% own a cell phone 50% 82% NOW: faster, mobile connections built around outside servers and storage connect wirelessly 59% 0% use “cloud” >66% <10% tech social networkers 48% 0%
Australian online population in 2010 4 9 in 10have broadbandat home Over 17 million Australians are online 40% use Internet while watching TV They look at 92 domains and 3,029 pages THEY SPEND 22h hours online 15 hours watching TV 10.3h listening to radio 3.4h and 2.1h reading newspaper and magazines Source : Nielsen online consumer report Feb 2011
Agenda Numbers Key Themes 2015: Mobile - number 1 screen Search - Internet is going search centric Social - Ads socially enabled Video - Explosion in Rich media content Trading – DSP’s Advertisers will learn to love the data Who is doing this well?
So why should we care? Mindbox confidential and proprietary
Australians are searching more from mobile devices Android Nexus One Mobile web adoption 8x faster than the desktop web Moto Droid & Eris 12%of all Google queries in Dec 2010 came from mobile devices Android myTouch 3,000% + growth in 3 years iPhone 3GS Palm Pre Blackberry Storm Android G1 iPhone 3G iPhone 2008 2009 Source: Google Internal Data, based on a basket of 20,000 keywords
People use their phone differently 9 Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
And they use it constantly throughout the week 10 Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile Desktop Search Queries Mobile Search Queries Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
We don’t need advertising anymore because we can find anything we want. – Google Founder
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
On all devices and for any type of content 4bn+ searches per day worldwide and increasingly sophisticated : everyday, 15% of searches are new queries Video: Over 500 million queries globally each day on YouTube Mobile: 50% of people using Internetvia smart phones start with Search. Over 30% of mobile searches are for local info
Online Usage Trends Stickiness: Search Category Search Category: Google Search is still the stickiest Search Brand with an active reach of 83%, followed by Google Image Search (35%), and Bing Web (22%) Source : Nielsen NetView March 2011
Social media isn’t even a two-way conversation –- it’s more complicated than that.
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.
Which is why we focus on a couple of core marketing truths via social – be relevant, make a connection, be useful
Social Media Landscape Unique Audience Online Usage Trends
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
64.9% of Australian online users now use Facebook. This has increase of over 3% month on month.
Source : Nielsen NetView March 2011
Online Usage Trends Stickiness: Member Communities Category Member Communities Category: Facebook is the stickiest Member Communities Brand with an active reach of 65%, followed by Blogger (26%), and WordPress.com (13%) Source : Nielsen NetView March 2011
Online is about engagement 3 in 4 of online Australians consultother people’s online reviewsand comments about brands, products or services. 1 in 2 actively participate in online discussions about brands or provide their own comments Video content found online is the 2nd most popular form of online brand engagement Source : Nielsen online consumer report Feb 2011
Understand Be useful Be live Social Space Research & Listen Curation Content YouTube Twitter Flickr Delicious Facebook Networks Plan/iterate Measure Active listening Aggregation Outreach Moderation APIs Widgets / tools Editorial Optimise assets M&S assets On-site UGC Connecting Platforms Principles Processes Social Spaces Framework
Internet provides Real Time Insights about your brand Google runs 100’s of experiments/day Amazon runs more than 200 tests/day at any point Volkswagen Germany discovered that 15 searches on Golf = 1 saleTrommsdorff & Drüner: VW Golf econometric modeling 2010
Media Changes SSP – Sell side platforms DSP – Demand side platforms These replace performance networks. Banner click through rates have dropped dramatically – no one really buys the brand recognition unless it’s accompanied by action. Context is the only way to generate a return. Trading will become derigeur – it’s happening now.
5 Coolest Brands with Gen Y Apple Converse Trader Joe’s Whole Foods Amazon
Opportunity in You have to be available on all devices and it all needs to work. It’s no different to being on a supermarket self. 2011 Advertising drives search. Customers use social media to share content – they love blogs and because they are diverse they all read different blogs. The web just has to work. Usability is key. Online and offline have to be integrated You have to measure and improve over time. They want the buying and servicing process focused on their needs – Web, retail, Everything needs to work on mobile. THE FUTURE IS NOW