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  • Customize what we watch, how we watch and when we watch Which includes the ability to filter out advertising which we consider to be personally irrelevant to us! Instead of changing the channel why not create a new one
  • Presentation

    1. 1. Hyper-Fragmentation The Growth of Personal Media
    2. 2. The New World of Personalized Media <ul><li>What is Personalized Media? </li></ul><ul><li>Current situation </li></ul><ul><li>How can marketers co-exist? </li></ul>
    3. 3. Personalized Media <ul><li>Traditional media landscape is changing </li></ul><ul><li>Technology is morphing “traditional media” </li></ul><ul><li>Individualized, on-demand, media world </li></ul>
    4. 4. <ul><li>Personalized media = </li></ul>CONTROL
    5. 5. <ul><li>Instead of changing the channel why not create a new one? </li></ul>
    6. 6. Television
    7. 7. Television has problems <ul><li>Why is 60 Minutes actually only 42 minutes long?? </li></ul>
    8. 8. What is a DVR (PVR) DVR (Digital Video Recorder) aka Personal Video Recorder Records TV broadcasts on a hard drive which can be played back at a later time (this is known as “time shifting”). The most well known DVR is TiVo <ul><li>The couch potato’s ultimate anti-advertising weapon </li></ul>
    9. 9. DVR’s and Advertising <ul><li>US Study </li></ul><ul><ul><li>DVR users watch more TV </li></ul></ul><ul><ul><li>Skip through 92% of commercials </li></ul></ul><ul><li>Earlier this year TiVo began showing 4 second static images </li></ul>
    10. 10. TV as a Live Action Catalog??
    11. 11. Streaming Video <ul><li>Streaming Video </li></ul><ul><li>Video content sent in a condensed continuous stream which is immediately displayed when it arrives. Users do not have to wait while it downloads. </li></ul>
    12. 12. RADIO
    13. 13. RADIO has PROBLEMS <ul><li>Too many commercials </li></ul><ul><li>Don’t like any of the stations </li></ul><ul><li>Too much chit-chat </li></ul><ul><li>Not enough good music </li></ul><ul><li>Poor reception </li></ul>
    14. 14. The New and Improved Radio?? Satellite Digital PodCasting
    15. 15. <ul><li>Nationwide coverage, Crystal clear </li></ul><ul><li>Original programming – with no restrictions </li></ul><ul><ul><li>Commercial free music </li></ul></ul>Is Satellite the cure for what ails Radio?
    16. 16. Satellite Radio – Vehicle, Home, Everywhere JVC KT SR2000 POLK AUDIO SRt12 Tivoli Model Satellite AUDIOVOX SIR-PNP3 Delphi FM SkyFi2 Delphi MyFi
    17. 17. Digital Radio (HD Radio) <ul><li>Analog radio with no reception problems </li></ul><ul><ul><li>PLUS. . . </li></ul></ul><ul><li>Multimedia capabilities </li></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Pictures </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Video </li></ul></ul>Digital Radio The ability to send multiple digital signal on almost the same frequency
    18. 18. The iPod Nation
    19. 19. PodCasting Podcasting A process that puts audio files (podcasts) online and allows software to find & download the files to a computer or personal medial player (MP3). Podcast Programs that you can download to your computer or your personal media player and listen to at your convenience. Now, anyone can be a content provider
    20. 20. Editorial Media
    21. 21. The BLOG Blog – (weB LOG) A blog is a journal that is available on the web. Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the blog. Blogging - updating a blog Blogger - someone who keeps a blog
    22. 22. Easy as 1 – 2 – 3
    23. 23. <ul><li>Everyone’s a Publisher & Everyone’s a Critic </li></ul>
    24. 25. <ul><li>Feeding Frenzy </li></ul>
    25. 26. <ul><li>Ultimate “Word of Mouth” Channel </li></ul>
    26. 27. Current Situation
    27. 28. <ul><li>Timing: now </li></ul><ul><li>Barrier: cost of entry </li></ul><ul><li>USA </li></ul><ul><li>Initial fast start – 10% HH (11mm) </li></ul><ul><li>Bullish growth estimates may be exaggerated </li></ul><ul><li>User-friendly TiVo dominates: $200 for hardware, 1x set-up $299 </li></ul><ul><li>Canada </li></ul><ul><li>Rogers, Shaw, Videotron, Cogeco all offer service </li></ul><ul><li>Currently in 4% of HHs (0.5MM) </li></ul><ul><li>Growth slower due to complexity + price </li></ul><ul><ul><li>TiVo has no plans to sell/maintain its hardware in Canada </li></ul></ul><ul><ul><li>DVRs: $700 hardware + monthly subscription + digital + HDTV </li></ul></ul><ul><ul><li>Microsoft Media Center could blunt competitive edge </li></ul></ul>Digital Video Recorders
    28. 29. <ul><li>Timing: 2006 </li></ul><ul><li>Barrier: limited distribution </li></ul><ul><li>Interactive TV is back, thanks to Digital TV </li></ul><ul><li>Navic in the US and etc.TV in Canada </li></ul><ul><li>Both offer enhanced viewing features: </li></ul><ul><ul><li>Interactive voting </li></ul></ul><ul><ul><li>Access to “telescopic” ads </li></ul></ul><ul><li>etc.TV begins tests in Quebec next month, potential national roll-out 2006 </li></ul>Interactive TV
    29. 30. <ul><li>Timing: imminent </li></ul><ul><li>Barrier: lack of advertisers </li></ul><ul><li>To date, video messages attached to start or end of content </li></ul><ul><li>Now it is possible to insert content in midstream </li></ul><ul><li>Allows for the monetization of content over the Internet </li></ul><ul><li>Target ads by age, gender, education, income, even name </li></ul><ul><li>Target a single household, or the entire world </li></ul><ul><li>Content readily available on a royalty-per-user basis </li></ul><ul><li>Will dramatically impact all current forms of commercial video entertainment, as well as upset global distribution channels </li></ul><ul><li>Future may not be a 500 channel universe after all, but a single channel with every form of video content imaginable </li></ul>Streaming Video
    30. 31. <ul><li>Timing: Canada Q1 2006 </li></ul><ul><li>Barrier: cost of entry </li></ul><ul><li>USA </li></ul><ul><li>9.2mm, 3% penetration - XM = 6.1mm, Sirius = 3.1mm </li></ul><ul><li>Expensive: portable unit = $300, stereo upgrade unit = $70-300 </li></ul><ul><li>Monthly subscription = $12.95 for 100+ ad-free channels </li></ul><ul><li>Gaining momentum: offered as an option by most auto makers, on board some aircraft, at some hotels </li></ul><ul><li>Canada </li></ul><ul><li>3 licenses approved in June, appealed almost immediately, upheld last month </li></ul><ul><li>Likely to be more regulated than in US </li></ul><ul><li>Sales/services to commence 2006 </li></ul>Satellite Radio
    31. 32. <ul><li>Timing: here now </li></ul><ul><li>Barrier: cost, content </li></ul><ul><li>Vancouver stations already broadcast digitally </li></ul><ul><li>CD-quality reception plus added enhancements (text + video features) </li></ul><ul><li>Sets still expensive vs conventional </li></ul><ul><li>Against iPod and satellite, not likely to gain huge market share </li></ul><ul><li>Ferrari on a dirt road </li></ul>Digital Radio
    32. 33. PodCasting <ul><li>Timing: here now </li></ul><ul><li>Barriers: few </li></ul><ul><li>Low cost of entry for users and ’casters alike </li></ul><ul><li>The big deal: total deregulation </li></ul><ul><li>Something for all possible tastes </li></ul><ul><li>Unhindered by CRTC </li></ul><ul><li>First podcast: summer 2004 </li></ul><ul><li>3,500 podcasts within 6 months </li></ul><ul><li>Last count: 6,000 active podcasters in existence </li></ul><ul><li>Some are already accepting paid content </li></ul>
    33. 34. PodCasting <ul><li>PodCasting still in its infancy </li></ul><ul><li>Podcatching still with ‘early adopters’ </li></ul><ul><li>Not yet a threat to big radio, but check back in a year </li></ul><ul><li>Tipping point has just occurred: ‘pushed’ podcasts </li></ul><ul><li>Public radio (BBC, CBC) sees it as another channel </li></ul><ul><li>Commercial radio still figuring it out </li></ul><ul><li>Proving that anyone can do it, CPAC will be making available House of Commons Question Period </li></ul><ul><li>WTF??? </li></ul>
    34. 35. <ul><li>Timing: here now </li></ul><ul><li>Barriers: none </li></ul><ul><li>No geographic or technological obstacles </li></ul><ul><li>Virtually no restrictions on subject matter </li></ul><ul><li>Millions of blogs even back in 2001 </li></ul><ul><li>Technorati tracks 19,000,000 blogs </li></ul><ul><li>147,000 of them address how many exist in total </li></ul><ul><li>87,000 new blogs launch every day … 1/second </li></ul><ul><li>But: just because it’s printed doesn’t mean it’s true </li></ul><ul><li>Vast majority have limited credibility, even more limited audience </li></ul>Blogs
    35. 36. How Can Marketers Co-Exist?
    36. 37. Working with DVR/Interactive/Streaming Video <ul><li>Make Better Ads (DVR/Interactive/Streaming) </li></ul><ul><li>Earn the right to be viewed </li></ul><ul><li>Some ads earn re-runs: 34% re-watch funny ads, 20% interesting ones, 32% if interested in product </li></ul><ul><li>Make 4 Second Ads (DVR) </li></ul><ul><li>TiVo offers on-screen logo placement as viewers zip past ad clusters </li></ul><ul><li>Make Web-enabled Long Form (Interactive, Streaming) </li></ul><ul><li>“for more information, click” </li></ul>
    37. 38. <ul><li>Brand Your Own Channel (Streaming) </li></ul><ul><li>Attract your target with content they want </li></ul><ul><li>Clickable links in screen “skin”, in program </li></ul><ul><li>Product Integration (DVR/Interactive/Streaming) </li></ul><ul><li>Make your brand a part of the experience rather than a distraction: 24 and Ford </li></ul><ul><li>Ideally, brand is fundamental to the program content: Queer Eye for Straight Guy </li></ul><ul><li>Intrusive, obvious product placement is no longer welcome. i.e. The Restaurant, Apprentice </li></ul>Working with DVR/Interactive/Streaming Video
    38. 39. DVR/Interactive/Streaming
    39. 40. DVR/VOD/Streaming &quot; Who's gonna turn down a Junior Mint? It's chocolate, it's peppermint -- it's delicious!&quot; Product Integration
    40. 41. <ul><li>Why was Seinfeld the Master of this Domain ? </li></ul><ul><li>Product was not necessarily the hero </li></ul><ul><li>Completely Free – pre-dated paid placement </li></ul><ul><li>Will live on in endless syndication, DVD </li></ul>DVR/VOD/Streaming Product Integration
    41. 42. Working with Podcasts <ul><li>Offer Downloads </li></ul><ul><li>Heineken </li></ul><ul><ul><li>Podcasts of popular DJ’s as part of a promotional campaign </li></ul></ul><ul><li>Warner Brothers </li></ul><ul><ul><li>Testing – and learning – from its foray into promoting films via podcasts (Paris Hilton House of Wax low production value flop) </li></ul></ul><ul><li>Mercedes Benz </li></ul><ul><ul><li>Free “mixed tapes” released bimonthly </li></ul></ul><ul><ul><li>Music best heard on Mercedes audio system, focus-grouped against target epicenter </li></ul></ul>
    42. 43. Working with Podcasts <ul><li>Be the content </li></ul><ul><li>The Dawn and Drew Show - Wisconsin </li></ul><ul><li>Started as recordings of pre-bedtime conversations </li></ul><ul><li>Available via PodShow Network, audience has grown to 200,000+ </li></ul><ul><li>Accept paid content – but not like traditional content </li></ul><ul><li>Trojan Condoms - live, on-air product testing </li></ul><ul><li>They are truly “playing what they want” - try that on JackFM </li></ul>
    43. 44. Working with the Blog <ul><li>Three options: </li></ul><ul><li>Pay for “copy” </li></ul><ul><ul><li>can you handle the truth? </li></ul></ul><ul><li>Create a Blog </li></ul><ul><ul><li>have something meaningful to say </li></ul></ul><ul><li>Buy banners on popular blogs </li></ul><ul><li> - perhaps a tiny audience, but niche targeted </li></ul>Call Fred Fabro 604.837.0400
    44. 45. Working with the Blog <ul><li>Consumer insights from the blogosphere </li></ul><ul><li>Think of blogosphere as a giant focus group </li></ul><ul><li>Find out what people are saying about your company, your products, their needs and wants </li></ul><ul><li>Intelliseek, BuzzMetrics provide sophistcated analysis of blog universe for corporate clients </li></ul><ul><li>Google yourself on Technorati or Feedster: </li></ul><ul><ul><li>- “(your company name) sucks” </li></ul></ul>
    45. 46. Can We Co-Exist? Yes, but… <ul><li>More then ever, the medium is the message </li></ul><ul><li>Commercial messaging must work with the medium, not against it </li></ul><ul><li>The key is assimilation not domination </li></ul><ul><li>Don’t hijack the medium – fit in in an organic, non-intrusive way </li></ul><ul><li>Must provide content in which the exchange value outweighs the annoyance value </li></ul>
    46. 47. We’ve barely scratched the surface… <ul><li>Cellular TV </li></ul><ul><li>SMS marketing </li></ul><ul><li>VoIP </li></ul><ul><li>Video gaming </li></ul><ul><li>Countless other emerging technologies </li></ul>
    47. 48. <ul><li>Personal media is emerging, not emerged: expect some to fail, some to morph, all to evolve </li></ul><ul><li>Take first-mover advantage; test, learn, watch, test again </li></ul><ul><li>Audience reach will be measured in hundreds and dozens, not millions – but exposure is now active engagement </li></ul><ul><li>Mass media is not dead, just receding somewhat as new media develop. </li></ul><ul><li>Embrace Personal Media: the rate of change can be overwhelming but the opportunities are amazing </li></ul><ul><li>2014 isn’t far away! </li></ul>Concluding thoughts…
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