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Media Landscape And The Rise Of Digital Media   Nov 2008
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Media Landscape And The Rise Of Digital Media Nov 2008

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A look at the UK media landscape and the rise of digital media

A look at the UK media landscape and the rise of digital media

Published in: Business, News & Politics

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    • 1. Media Landscape and the Rise of Digital Media
    • 2. 06/06/09 Media landscape
    • 3. Media Expenditure, 1987-2007 (£m) Source: Advertising Association Note: Internet spend consists of display, paid search and classified
    • 4. Media Expenditure, 1960-2007 (£m) Source: Advertising Association Note: Internet spend consists of display, paid search and classified
    • 5. Media Expenditure at current prices, 1960-2007 Source: Advertising Association
    • 6. Media Expenditure at constant prices, 1960-2007 Source: Advertising Association
    • 7. Number of Commercial TV channels
    • 8. Number of radio stations, 1973-2007 Source: RAB Note: Analogue radio stations
    • 9. Cinema Admissions, 1992-2008 Source: CAA/Nielsen EDI
    • 10. Media Fragmentation Source: BRAD
    • 11. Unique Visitors to Leading Social Media Sites Source: Comscore
    • 12. All social networks have grown in recent years
      • There is cross pollination with Social Networks
      • Many people have a Myspace, Bebo and Facebook account
      • But YouTube’s unique position as a social and video site has meant that YouTube has become the default platform for sharing and viewing videos
    • 13. Future Consumer will be Digital Focused Ave. hours/week % media consumption Print Internet Analogue TV Digital TV Analogue radio Cinema Outdoor Wireless Games 0 10 20 30 40 50 60 70 80 90 100 1900 1920 1940 1960 1980 2000 2020 2006 Source: OFCOM 50% of all media by 2007 66% of all media by 2010 80% of all media by 2020
    • 14. 06/06/09 Digital landscape
    • 15. Online usage has become part of everyday life
      • 32m people online in the UK
      • 6.8m are 15 to 24yrs
        • 21% of online population
      • 4.7m 15 to 24yrs ABC1
        • Average 31 minutes online
      • 2m 15 to 24yrs C2DE
        • Average 35 minutes online
      Source; ComScore Sept 2008
    • 16. 1st internet ad
      • AT&T in their "you will" campaign from 1994
      • Netscape was the first internet browser, launched in 1994
    • 17. 2002 UK internet access reached 50%
    • 18. 2007 UK broadband penetration surpassed 50% due to triple play services (mobile, broadband & phone)
    • 19. Currently 21 million digital TV households
    • 20. 2006 mobile phone penetration reached 90%
    • 21. USB mobile broadband is still relatively low at 6.9% but set to grow with mobile operators offering free laptops with mobile broadband contracts
    • 22. 2004 Halo 2 made more money on its first weekend of release than Titanic
      • World of Warcraft was first released in 1994 and is the largest Massively Multiplayer Online Role Playing Game with over 11 million registered players worldwide
      • Online gamers on average spend 15 hours gaming per week
      • 2008 Grand Theft Auto IV broke industry records with sales of around 3.6 million units on its first day of release and grossing more than $500 million in revenue in the first week, from an estimated 6 million units sold worldwide
    • 23. BBC iPlayer largest audience 17million Internet TV IPTV Web TV “ Click n’ watch” Pre-downloads TV screen To PC screen
    • 24. Catch up TV is breaking the barrier between video entertainment & the internet as a communications or shopping tool
      • The Beijing Olympics was the tipping point for BBC iPlayer with a broader demographic profile using the online service
      • Consumers are responding to this increased supply
      • 27% of those aged 15-24 claim to use the internet for ‘watching TV programmes’ in 2008, up by 17 percentage points in 12 months
      • 45% used it for ‘watching video clips/webcasts’, also up by 18 percentage points over the same period.
      Source; Ofcom
    • 25. Breakdown of UK YouTube traffic
      • UK users are re-directed to a sub-domain of YouTube.com
      • US users are able to search UK content within the main YouTube.com domain
      • UK YouTube content viewed by US users varies case by case
      • But the average is 30%
      • Campaign Reach
      • 670,977 users reached
      • 30% viewed by US users
      • 469,683 UK users
      • 9.8% of 15 to 20 year olds reached
      Source: Hitwise, July/August 2007
    • 26. Cost of targeting young people through traditional online media
      • Targeted media on YouTube
      • Targeting UK 16 to 24yrs year olds
      • CPM of £4 CPM on YouTube
      • Impressions required 19,125,000
      • 2.45% interaction rate*
      • 469,683 users interaction
      • Media Cost - £76,500
      • Standard targeted display media
      • Targeting UK 15 to 21yrs year olds
      • CPM of £5 CPM on Hotmail, Facebook
      • Impressions required 19,200,000
      • 2.45% interaction rate*
      • 470,000 users interaction
      • Media Cost - £96,000
      *Source: DoubleClick Creative Insight on Rich Media Sept 2008