" 16th Infocom World Conference 2014 " On 21/10, at the hotel Divani Caravel was held the 16th Infocom World Conference with main theme the “Media”. Xenia Kourtoglou of Focus Bari, from the panel of Ms Haimanta gave her own positioning regarding the digital transition of media and the role of advertisement in the new digital era. She captured the mark of today’s media consumer and based on Focus Bari data described the manners by which media should transit to “tomorrow”.

1. TV &
Media :
The
Mirror
society!
Xenia Kourtoglouu
xenia@focus.gr
# FocusBari

2. The audience today/ The transition
In the context of today’s upheavals
and developments, the audience tries to balance between
dimensions that define « familiar yesterday» and «fluid tomorrow»
TODAY = STAGE OF TRANSITION, ADAPTION,
… “ BEWILDERMENT ”

3. The audience finds itself
between...
A world with…
Specific rules
«Have to» vs. «Do not have to»
Exogenous «filters»
«direction» (from Media)
in information/ material
Pre-specified «goals»:
career /money / well-being / …
Each one found his space and
followed a specific path
Tomorro
A novel situation …
Without clear rules,
except for «Cant» vs. «Can not»
Personal «filters»
of free information management
«Liquid» goals
that change constantly
w
Each one manages interests and
desires autonomously / «as they can»
Yesterday
Satiety Uncertainty

4. The forces that shape transition
1. Digital revolution
Emphasis on
“HERE & NOW”
internet |broadband | mobile | smart devices
Immediacy  speed  access 
multi screen / tasking  reduction of attention span

5. The dynamic growth of digital:
53
57
61
65
70
72 73
42
48
56
62
68
71 72
18
27
42
53
61
63
68
9
20
32
41
46
49
53
20
23 24
26
32
45
9 10
13
16
19
20 23
8
8 8 8 7
11
16
2008 2009 2010 2011 2012 2013 2014
PC Use: +37
Internet: +72%
D/T Play: +280%
Social
Networking:+490%
Smartphone:+125%
E-shopping:+155%
Base: 13-70, Total Greece, WebId
Pay TV:+50%

6. The forces that shape the trends
The glorification of“empowered consumer”
2. Democratization of information| Social media
A consumer who participates & shares  judges & is judged
 exposes & is exposed

7. The forces that shape the trends
3. Emphasis on
SUBSTANCE & ACCEPTANCE OF DIVERSITY
New facts| new «trends»
Mostly Homing | freebies | simple entertainment| little pleasures|…
Turn to basic human values: friendship | love | security
No more «what I appear to be»… but «what I am»

8. The forces that shape the trends
4. The glorification of smart purchases
Cuts|Redefining costs| Review of needs |Price itself
rather than VFM
New thinking on the management of money and purchases

9. The Greek …
Prior digital era In digital era
Observes Participates & Shares
Recipient Creator
No control on messages Judges & «exposed»
(Mostly) Single-source Multi-screen/tasking
Deepens Short attention span
Descriptive Comprehensive

10. The relation with the media changes...
PAST PRESENT

11. Clearly the relationship with Internet & TV is shaped …
PHABLET
Phone + Tablet
By the relationship with devices : for each one of us there is a «
personal device»!!!

12. Then…

13. Now…

14. Ends up being formed
«generation to generation»:
93 91
81
%
TV Internet Smartphone Mobile possession
67
72
82
85
91
94
57
61
98 97
93
83
69
41
14
79
74
66
46
32
20
10
7-9 10-12 13-17 18-24 25-34 35-44 45-54 55-64 65-74

15. The breadth of TV impact changes
Diversion
to «fragments»
of target groups
With the ability of
precise targetting
Mentality of diversity in
today’s social
environment (niche /
communities)
Empowerment of the individual

16. Similarly the overall relationship and the
'consumption' of Media evolves continuously
* e-shops, aggregators, market places …
*Other…

17. The needs that Media cover continue to exist as
were...
information
«practical»
belonging
«social»
recreational
«entertainment»
..entering one another with
permeable boundaries!

18. …and continue till the changing consumption model,
enforcing this permeability!
Especially the young
people :
« I stayed home &
watched TV and
surfed on the
Internet»
relaxation
information
spare time
communication
dawdling
purchase!

19. & the (TV) advertisement?
It should not be treated as a different part
BUT AS AN INTENGRAL PART OF A COMPREHENSIVE “TRIP”!

20. The (TV)
advertisement:
Evaluation 3
Aquisition
4
Engagement
7
MARKET USAGE
Market & Sell Support & Serve
5
Search 2
6 Recommendation
Yesterday Tomorrow
The traditional role
Specified Goals
Awareness, trigering trial, image
building, reinforcement/reminder...
Clear media environment
“One direction”
communication(transmitter – receiver)
Targetting based on demographics
Classic advertisement «metrics»
Use
The evolving role
1
Need
Integrated in the customer journey…
At the appropriate stage,
the appropriate message,
Through the appropriate “vehicle”
Creating the appropriate “ambience”
In connection to the appropriate
infrastructure,
Until the end purchase,...
Completing the customer journey, and
reinforcing its contunuity!
“Comfort Zone” “On the go”

21. Xenia Kourtoglou
Director & CEO of Focus Bari
xenia@focus.gr