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Changing Media Landscape - Arend Hendriks, Microsoft
 

Changing Media Landscape - Arend Hendriks, Microsoft

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Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

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Changing Media Landscape - Arend Hendriks, Microsoft Changing Media Landscape - Arend Hendriks, Microsoft Presentation Transcript

  • Changing Media landscape
    • Arend Hendriks
    • Country Manager Central & Eastern Europe
    • Microsoft Digital Advertising Solutions
    • advertising.microsoft.com
  • What we will speak about
    • Observing some trends in Media & Consumers
    • Ideas how to deal with it
    • Executing that: being creative
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  • Print Radio Media 90 years ago
  • Media 60 years ago Print TV Radio
  • Print Broadcast and Cable TV Radio Media 30 years ago
  • Media 10 years ago Print Broadcast and Cable TV Radio Digital: banners and text
  • Media yesterday Broadcast and Cable TV Print Radio Display Video Advertising Text Links Micro-sites Rich Media In-Game Ads Social Networking IPTV Mobile Ads Ad-funded apps
  • Media tomorrow Broadcast and IPTV Print and Reusable Paper Broadcast and Digital Radio Display Video Advertising Text Links Micro-sites Rich Media In-Game Ads Social Networking IPTV Mobile Ads Ad-funded apps User Generated Video Advertising Pre-Roll Micro-sites Rich Media Interactive Video Digital Product Placement 5 second spot Mobile Video Ads Ad-funded OS Portable Media Ads
  • Page Online is used by the majority not the minority Source *EIAA Mediascope 2007 ( UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) 57% of all Europeans regularly use the Internet 11.7 hrs per week are spent online 81% of European connections are broadband
  • Consumers are online all day Page TV Newspapers Radio Online European media usage by time of day – 7 day average Online is becoming a central support tool into peoples lives Source:EIAA Mediascope 2006 (UK, FR, DE, BE, NL, ES, SE, NO, DK)
  • Online audience time is steadily increasing
    • Internet usages is the only growing media
    Source *EIAA Mediascope 2007 ( UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK)
  • Share of Media versus Share of Ad Spending Share of Total Media Time Share of Total Ad Spending Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) . Zenith Optimedia Western Europe Ad Expenditure Forecast Oct 07 Online represents 23% of all time spent on major ad-supported media, but only 8% of total ad spend
  • What we will speak about
    • Observing some trends in Media & Consumers
    • Ideas how to deal with it
    • Executing that: being creative
  • it used to be pretty awkward…
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  • The consumer is in (remote) control
  • “ Time is being created that didn’t exist before.” ~farfar, Stockholm, Sweden Consumer in control decides the moment, time and place
  • PVR - the next VCR (with a catch)
    • In recorded programming, what percentage of ads do you actually watch?
    Source: Forrester – US Data Less than 10% 52% None 30% 10% to 25% 11% 26% to 50% 4% More than 50% 3%
  • The consumer wants relevance and on-demand
    • Disinterested, disengaged
    • Leaning forward, Captured
    • Teens spend almost 15 hours online
    • 3 hours more
    • up 17% vs 2005
    Page |
  • The consumer is empowered It has never been easier to be part of the media landscape
  • The Captains of Industry get it “ The tremendous pace of change is not being grasped… it’s a "cop out" to talk about children and grandchildren having different media habits. It's happening now” Sir Martin Sorrell, CEO WPP “ For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work” Kevin Roberts: Saatchi & Saatchi “ We must accept the fact that there is no mass in mass media anymore, and leverage more targeted approaches“ Jim Stengel, GMO P&G
  • What we will speak about
    • Observing some trends in Media & Consumers
    • Ideas how to deal with it
    • Executing that: being creative
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  • Bring the love back http://www.youtube.com/watch?v=cpGAAFb6bLM
  • What we will speak about
    • Observing some trends in Media & Consumers
    • Ideas how to deal with it
    • Executing that: being creative
      • Cannes Lions Festival examples
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  • http://www.youtube.com/watch?v=iYhCn0jf46U
  • http://www.youtube.com/watch?v=nhStKDFGv_s
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  • http://www.youtube.com/watch?v=WkIlyO5PXHE
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  • [email_address]