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Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
Fixing the media short boom xy
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Fixing the media short boom xy

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Presentation for the BoomXY event by Stichting Marketing, about the impact of digital on traditional media and the role of the new generation of users.

Presentation for the BoomXY event by Stichting Marketing, about the impact of digital on traditional media and the role of the new generation of users.

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  • 1. Fixing The Media jo@dearmedia.bevrijdag 21 oktober 11 1
  • 2. • a digital consulting company, working for European clients • founded in 2009 by Jo Caudron • our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clientsvrijdag 21 oktober 11 2
  • 3. • Founding Partner of Dear Media (www.dearmedia.be) • Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Media thinker, innovator & strategist • Interested in all things digital, social & mobile, new media & connected TV • Consultant, Entrepreneur, Speaker, Writer • Vice-President IAB Belgium • Contact • jo@dearmedia.be Jo • http://jocaudron.me (for the personal stuff) Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff) • www.twitter.com/jcaudron (for my technology newsfeed)vrijdag 21 oktober 11 3
  • 4. Available from October 2011 Already in pre-order on www.MediaMorgen.comvrijdag 21 oktober 11 4
  • 5. twitter.com/jcaudronvrijdag 21 oktober 11 5
  • 6. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook, Netlog, ... - an Android - LinkedIn, Plaxo - a Blackberry - Email - a Nokia, Samsung, Sony - LBS Ericsson, ... - Augmented Reality - a tablet (iPad 1, iPad 2, Android, ...)vrijdag 21 oktober 11 6
  • 7. Don’t believe anything you will hear in the following presentation!vrijdag 21 oktober 11 7
  • 8. A short history of everything Analogue Digital Connected (internet) Social Everything is getting mobilevrijdag 21 oktober 11 8
  • 9. The Perfect Storm Authority Shifting Shift of Content Explosion Place Shifting Control Time Shiftingvrijdag 21 oktober 11 9
  • 10. What are social media?vrijdag 21 oktober 11 10
  • 11. Radiovrijdag 21 oktober 11 TV Print Billboards From ... DM Social Media Marketing & Communication Sales The sky is the limit... Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.011
  • 12. vrijdag 21 oktober 11 12
  • 13. 7.000.000.000vrijdag 21 oktober 11 13
  • 14. 2.000.000.000 7.000.000.000vrijdag 21 oktober 11 14
  • 15. 1.300.000.000 2.000.000.000 7.000.000.000vrijdag 21 oktober 11 15
  • 16. 5.000.000.000 1.300.000.000 2.000.000.000 7.000.000.000vrijdag 21 oktober 11 16
  • 17. The Future is ‘Mobile’vrijdag 21 oktober 11 17
  • 18. Mobile is the Biggest! nes. obile p ho n m ld o ver 5 billio re so illio n we n e! 1 b r alo las t yea thevrijdag 21 oktober 11 18
  • 19. vrijdag 21 oktober 11 19
  • 20. 300 225 In Q4 2010 7,3% of all PC’s sold globally, where iPads ... (source: IDC). 150 By 2014 almost 500.000.000 tablets will be sold. 75 Apple will continue to dominate the market for the next coming years. 0 2010 2011 2012 2013 2014vrijdag 21 oktober 11 20
  • 21. So, Traditional Media are Dead? No, but...vrijdag 21 oktober 11 21
  • 22. What about newspapers?vrijdag 21 oktober 11 22
  • 23. What about newspapers? • Print newspapers are no longer to best “format” to bring the “latest” news • The daily frequency can not compete to online newspapers • They have cannibalized on their own business: free newssites • Classifieds are lost completely • Advertisers believe in online and new advertising formats and are slowly towards online • Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss • Readers are less loyal (subscriptions) and become weekend-consumersvrijdag 21 oktober 11 23
  • 24. vrijdag 21 oktober 11 24
  • 25. Will new technology help?vrijdag 21 oktober 11 25
  • 26. The future of Magazines?vrijdag 21 oktober 11 26
  • 27. And what about the music industry?vrijdag 21 oktober 11 27
  • 28. It’s not going well...vrijdag 21 oktober 11 28
  • 29. It’s not going well... “Jo, read and feel the horror” (someone at a very big record label) Bob Lefsetz talking on Lady GaGa and the 0,99 sales on Amazon... “You cant argue about the price. "Born This Way" was available at Amazon for 99 cents. And then, just in case you didnt catch it the first time around, they repeated the promotion a couple of days later. Only 400,000 odd people took Amazon up on this offer.   Meaning for many, they just dont want to hear GaGa AT ANY PRICE!”vrijdag 21 oktober 11 29
  • 30. What might impact TV? Timeshifting! How big is time shifted viewing today? • 2,5% (VRT) • 20% (VTM telenovelas)- 30% • 10% (RTL) It IS growing. How much loss of advertising can commercial TV digest?vrijdag 21 oktober 11 30
  • 31. What might impact TV? Direct OTT Distribution!vrijdag 21 oktober 11 31
  • 32. vrijdag 21 oktober 11 32
  • 33. What might impact TV? The People! They don’t watch less TV. But they are changing the very nature of the DNA of (commercial) TV. They might even pay for TV, but maybe not to you. They might stay loyal to TV-brands, (near) linear TV, ... but if they run away from your advertising, pay-TV, ... you still have an issue.vrijdag 21 oktober 11 33
  • 34. What might impact TV? The People! Transcript - Shat are you doing? - I am watching... - Why do you rather watch on the iPad instead of on TV? - Because I can choose on this and because there is more - And can’t you choose on TV? - Yes, but it’s not on the iPad - And you prefer it on the iPad? Don’t believe me? Watch this... - Yes...vrijdag 21 oktober 11 34
  • 35. Gen X • Challenge traditional media • Looking for qualitative, intelligent, traditional knowledge and media • The architects and users of these traditional media • Digital immigrants • Stuck in the old models, and yet: also the drivers of the first digital and online revolutions (Jobs, Andreessen, ...)vrijdag 21 oktober 11 35
  • 36. Gen Y • Interact with media • Going for “fast and happiness”, but still going forward • Finding and exploring stuff • Born with newspapers, linear TV, ... • Masters of the traditional internet (click, browse, ...) • Discover the new media channels as they grow upvrijdag 21 oktober 11 36
  • 37. OD Generation... • Born in 2005 (so, a bit later than Generation Z) • Are “in the media”: both consumers and creators - On Demand - Over Dose - Non-linear, going in any direction - Anything, anyplace, anytime • Born with OD, iPads, timeshiftingvrijdag 21 oktober 11 37
  • 38. OD Generation...vrijdag 21 oktober 11 38
  • 39. OD Generation...vrijdag 21 oktober 11 39
  • 40. OD Generation...vrijdag 21 oktober 11 40
  • 41. OD Generation...vrijdag 21 oktober 11 41
  • 42. School Work Media Boom Present Kid? 1 Consume X Good Kid? 5 Challenge Y Smart Kid? 10 Interact OD Happy Kid? ? “In it”vrijdag 21 oktober 11 42
  • 43. Things to take away ...vrijdag 21 oktober 11 43
  • 44. Want to be ready? Change your view on advertising Start using social networks Get a decent Get on Twitter smartphone Get a tabletvrijdag 21 oktober 11 44
  • 45. Things to take away Everything is becoming digital, so is your business, whatever it is Social is the next logical step in the path of digital evolution The future of the internet and social will be mobile The future of mobile will be everything You need a plan NOW to start dealing with this Actually, you don’t need a plan, you need to plan (continuously) Embrace the future now, but don’t overdo it ;-) Observe the youngest generationsvrijdag 21 oktober 11 45
  • 46. Beware of Macro-Myopia* *the trend to overestimate the impact of change on the short term and to underestimate the impact of change on the long term. Don’t say I didn’t warn you ;-)vrijdag 21 oktober 11 46
  • 47. Fixing The Media jo@dearmedia.bevrijdag 21 oktober 11 47

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