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    Digital 2010 2011 - for slideshare Digital 2010 2011 - for slideshare Presentation Transcript

    • Web 2.011 Web 2.0 11 25th January 2011Agent Triple Zero
    • Agenda1. Australian Digital Market Overview2. Looking back 2010 and 2011 predictions covering - Performance media - Video - Mobile - Social media
    • 15 Million Online in Australia 98% Australian Households have broadband 16 Hours Online per weekSource : Nielsen NetView November & October 2010, Nielsen Internet and Technology Report 2009-2010
    • Top 10 Australian sites 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Google NineMSN/MSN Facebook Microsoft YouTube Yahoo!7 Apple News Digital Wikipedia eBay MediaSource: Nielsen NetView December 2010
    • Internet population: age and gender 93% of 25-34s 90% of 34-49s 95% of all teens 2,500 and18-24’s 84% of 50-64s 2,000 2,046 2,071 2,101 49% of all 65+ 1,911 Unique Audience (000) 1,610 1,500 1,324 1,204 1,274 1,000 865 642 500 0 2 - 17 18 - 34 35 - 49 50 - 64 65+ Age Group Male FemaleSource : Nielsen NetView October 2010 ; Roy Morgan Sep 2010
    • Internet as preferred source of information 51% say they would be lost without internet TV, the favourite for entertainmentSource: Nielsen, Australian Internet & Technology Report February 2010
    • Online advertising reached $2.3 billion in 2010 Q4 totalled $627.75m – 22% increase – biggest quarter rise reported to date • Top categories for general display: • Finance, computers & communications and automotiveSource: IAB PwC Online Advertising Expenditure Report: February 2011
    • 2010Review DIGITAL2011Trends
    • 9
    • http://www.youtube.com/v/OQSNhk5ICTI
    • THE FULL LIST 1. Angry Birds 11. Lost iPhone 4 2. Sad Keanu 12. Gowalla vs Foursquare 3. Arcade Fire – The Wilderness Downtown 13. Hungover Owls 4. Minecraft 14. Chatroulette Piano Guy 5. Double Rainbow 15. Low Orbit Ion Cannon 6. Naked Guy in Car Boot 16. Alan Partridge – Mid Morning Matters 7. Gap Logo Fail 17. Call of Duty: Black Ops Advert 8. Murdoch Pay Wall 18. Stoned Birthday Dog 9. The Johnny Cash Project 19. Cigar Guy 10. Android Gingerbread Launch 20. Hatsune Miku
    • 5 Trends of 2010
    • 2011 - PERFORMANCE DISPLAY 17
    • Real-time bidding (RTB) Performance displayadvertisers buy audiencepublishers sell remnant inventory at higher pricestargeting demographic/ psychographic
    • Content v AudienceRTB puts the emphasis on audience, rather than the siteWho owns the data?Which is more effective?Which data targets best?Is the audience equally receptive to the messageanywhere?What is the value of premium sites?
    • Always always on Onconsideration response
    • 2011 DR OpportunituesYahoo!7 Consumer Connect / Fairfax & AcxiomMobile CPCIncrease in behavioural targeting & data across alldigital channelsCategory ownership - Westfield
    • 2011 – VIDEO
    • huge growth in audiences ad spend to follow
    • proliferation of providers& platforms
    • Platforms to converge
    • 2011 – MOBILE
    • innovation drivingbehaviour 27
    • media getting biggerand more sophisticated
    • mobile bankingConvenience and growingconfidence in security will driveadoption 29
    • mobileshopping 30
    • mobiletagging 31
    • mobiletagging 32
    • mobilepayment 33
    • SOCIAL MEDIA SOCIAL MEDIA TRENDS AUTHOR | TITLE | SECURITY CLASSIFICATION | VERSIONS LABEL
    • LOCATIONLOCATION
    • FACEBOOKOpen graph collecting huge amounts of dataOff-portal advertising networkAbility to target down to individual likes, notjust behaviours. 36
    • OTHER NETWORKS 37
    • CONVERSATIONSTHROUGHIMAGES
    • SOCIAL COMMERCESOCIALCOMMERCE
    • http://www.youtube.com/v/InrOvEE2v38
    • MEASUREMENTNumber of ‘Fans’, ‘Tweets’ & ‘Likes’ becomingless relevant.What is a ‘like’ worth?Plethora of measures, which one to use?
    • 2011SOCIAL MEDIA 2011More businesses will investHolistic approach – the need to integrateWe don’t have to do social mediaPicking the right opportunities
    • 44