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Everything is (Digital) Media - Device & Technology  May 2010 (with sources) 25 5 2010
 

Everything is (Digital) Media - Device & Technology May 2010 (with sources) 25 5 2010

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Deck about Technology & Advertising acceptation by Hugues Rey - MediaBrands / FastBridge.

Deck about Technology & Advertising acceptation by Hugues Rey - MediaBrands / FastBridge.

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    Everything is (Digital) Media - Device & Technology  May 2010 (with sources) 25 5 2010 Everything is (Digital) Media - Device & Technology May 2010 (with sources) 25 5 2010 Presentation Transcript

    • 25th of May 2010 Everything is (Digital) Media ! Devices, Technology & Advertising Adoption
    • 1999 was the year that changed everything for the Internet, and the future of media: • Growth of broadband access • First Internet access phone network (Japan) • Growth of Google (founded just four months before start of 1999, VC funding came in 1999) • Introduction of P2P (Napster born this year) • The first laptop designed for mass market was released by Apple. 2010 will be the year that brings the offline world into the digital age.
    • 2010 Reasons to Believe ;-) 1 Mobile is becoming the new PC 2 Technology goes primal 3 Content and distribution unbundle 4 Word of mouth can be harnessed 5 Open markets are explosive markets 6 Boomers are unafraid 7 Consumers are in charge
    • Faster than ever … (Growth rates) (Source: Google / Erik Portier)
    • Let’s Focus on digital (Source: Google / Erik Portier)
    • In other words Let’s Focus … on Technology & Advertising adoption • Everything is (Digital) Media (and goes through 4 Screens) • Everything is about Human Interface • Everything is Mobile, Augmented & Social • (Is Google Everything ?) … • As a Conclusion, Anything 4 us ? • Technology, Advertising & Adoption Cycle
    • 2010 – Year of the Kinetics • With Windows 7 adding multi-touch capabilities, Apple releasing the first ever multi-touch mouse, and Microsoft set to release its extraordinary Project Natal via its Xbox platform at the end of 2010, the way in which we interact with technology is changing fast. • And it’s high time — our bodies will communicate better with technology. • By the end of 2010, we will play video games without a controller, scroll through content on our TVs and PCs using our fingers, and our avatars will be equipped with facial recognition software so they will know who is in front of the screen. • Some of these concepts we saw explored in Steven Spielberg’s Minority Report which took place in 2054; it was off by 44 years!
    • Douglas Engelbart - 1963
    • 2010 - Apple Magic Mouse
    • 2008 – Let’s start Multitouch 2010 – New interfaces …
    • Microsoft Natal Project
    • Digitalization ! Multiple screens x Convergence of content X Individual cast
    • Multiple Screens x Convergence of Content x Individual Cast Content: • Brands • Trad. Media • UGC Computer DOOH Content (ID/IP)TV Mobile
    • “Silos of today (TV, Radio, Magazines, Newspapers) will blur into audio, video and text” Steven Fredericks – CEO TNS Media Intelligence CONVERGENCE REALITY
    • (Voice x Internet x IDTV) x (Fixed x Mobile) (Source: Belgacom / JC de Keyser – EGTA April 2010)
    • 45% of the Belgian households are Digital TV … but what about interactivity ? (Source: Belgacom / JC de Keyser – EGTA April 2010)
    • > 1% of the campaigns …
    • Interactivity – Ever done, Interested, Non Interested (Source: Digiscan I / MediaBrands / Sept 2009) Electronic Program Guide 87 5 7 TV / Films via Personal Video Recorder… 69 16 14 Shift TV-Review (free) 61 26 13 Search for extra info 54 21 25 Video on demand ($) 46 25 28 Shift TV-Review ($) 31 21 48 Surf optimized TV website 28 26 46 Participate to Contest / Voting (Red… 22 25 53 Preview TV Programs ($) 15 17 67 Yes Not Yet No Interested
    • Web on TV = Unique Device Practical Services Linear broadcasting • Weather Linear (Video) Radio • Travel • Lifestyle • Recipes • Classifieds • E-Banking • E-Shops One seamless TV-guide quality experience Information Selected relevant video • News • Video On Demand • Video News • Previews Fun • Catch Up • Games Personal content • Quiz & Sharing • Web Video • Photo • Music • Video • Profiles20
    • 46% of the users would like to combine TV & Online (14-26 yo: 60%) 29% are frequently online while watching TV Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009. CONFIDENTIAL 2
    • Web on TV – 43% of Hybrid Web in 2014 Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.
    • TV on Web BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing (Source: BBC / 2009)
    • Future of TV: TV on Web Live TV + Social Media Interactivity
    • More than a Hype ! Digital in Belgium is Social (source: Comscore Panel – Belgium - 4/10 – Total 15+ - in %) Google Search Windows Live Hotmail FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger MSN Wikimedia Foundation Sites Belgacom Group Microsoft Google Maps Telenet Sites eBay Yahoo! Sites Blogger NETLOG.COM* Bing Apple Inc. Corelio De Persgroep Truvo International SanomaWSOY VRT Sites CBS Interactive BNP Paribas Kapaza WordPress Amazon Sites 0,0 20,0 40,0 60,0 80,0 100,0
    • More than a Hype: Social = Time Spent ! (source: Comscore Panel – Belgium - 4/10 – Total 15+ - Total Minutes MM ) Kapaza BNP Paribas CBS Interactive VRT Sites SanomaWSOY Truvo International De Persgroep Corelio Apple Inc. Bing NETLOG.COM* Blogger Yahoo! Sites eBay Telenet Sites Google Maps Microsoft Belgacom Group Wikimedia Foundation Sites MSN Windows Live Messenger YOUTUBE.COM* FACEBOOK.COM Windows Live Hotmail Google Search 0 200 400 600 800 1.000 1.200 1.400
    • Google TV- 5/2010 Google a officialisé le projet Google TV qui consiste à proposer aux fabricants de téléviseurs un système d'exploitation adapté, basé sur Android et connecté à internet. Avec Google TV, les fonctionnalités des terminaux internet devraient fusionner avec nos téléviseurs, d'autant plus que Sony, Intel et Logitech se positionnent comme principaux partenaires du projet.
    • Digital Radio : 81% of potential Users – Belgian 15-64 yo (Source: Wave 4 / UM Belgium / 05/2009)
    • Digital Billboards – instantaneous added value Last minute deals Dynamic Content Multiple Messages Including Day part Digital Billboards
    • For instance, a person might watch a comment scroll across under the Vitaminwater logo about his or her spiffy green backpack, or soccer team jersey. The targeted messages were meant to creatively drive engagement with the boards
    • DOOH in Belgium ?
    • Future of Press ? E-Reader (Kindle, Ipad, …)
    • Is IPad the coolest Gadget of 2010 ?
    • Who knows the Ipad in Belgium (Total 18+) ? (Digiscan II / MediaBrands Belgium / 04/2010) Yes 46% No 54% N : 1050
    • Ipad Purchase Intention – Belgian 18+ ? (Digiscan II / MediaBrands Belgium / 04/2010) Certainly when available in Don't know if Belgium purchase or not, 0,9% hesitation 8,1% Already bought, ordered via U.S. 0,0% Interested but wait before purchase 18,0% No interest 43,6% Interested but no purchase 29,4% N : 1050
    • 22% of the potential IPad users dont’ know what they will do whith it ! (US Source)
    • Why to buy an Ipad ? (Digiscan II / MediaBrands Belgium / 04/2010) Easy to use 57,5% 8,4% * Internet navigation become easier 54,8% No 19,8% sign. All in one, many applications which I use at the moment with 50,1% Diff. various devices 19,5% The size of the tablet (big size, visual comfort) 48,9% 16,8% Possibility of sending e-mails 43,4% * 8,2% * Finally the IT tool becomes accessible and easy to use 39,8% 7,2% Possibility of managing my photos / videos 34,7% 3,0% Possibility of reading electronic books 30,5% 6,6% Allows to listen to music 26,5% 1,4% Allows to Consult my profiles on the social networks (Facebook, 18,0% 3,6% Total positions Netlog) Allows to play 13,3% Top 1 position 0,0% A magic and revolutionary product, I must to have it 12,4% 2,4% I already have an Iphone and this technology is really 11,8% revolutionary 3,3% N : 283 – filter on 3 items : ‘Interest but wait’, ‘certainly when available’ and ‘hesitation’
    • Pricing exercise ?
    • But … More than a new device … a new mindset ! (Source: Flurry Analytics / US / 2010)
    • In Belgium too … Splashpage Floor ad portrait
    • From Smartphones to Computer
    • Coolest Gadget of 2009
    • 5th January 2010 … Nexus One !
    • And the winner was … (Source: Flurry Analytics / US / 2010)
    • And the winner is … (Source: Flurry Analytics / US / 2010)
    • 17/3/2010 - Google announced that its Android Market mobile applications storefront now boasts roughly 30,000 apps--just three months earlier, the store offered 16,000 apps
    • Open Markets are Booming Markets (Source: Flurry Analytics / US / 2010)
    • Video Gaming Revenue Move (Source: Flurry Analytics / US / 2010)
    • 5 to 12 %
    • Google Chrome: 5%
    • Eveything is in the cloud ! Grooveshark Example
    • Eveything is in the cloud ! Mobile is the new web Grooveshark Example
    • Grooveshark is the fastest, easiest way to listen to any song in the world for free. • Each month, Grooveshark receives: • 6.5 million unique visitors worldwide • 600 million minutes of streaming • 45 minutes average time spent per visitor • For advertisers, Grooveshark offers compelling ways to reach and engage with our audience: • Complete site homepage takeovers • Static or animated banner ads • Artist sponsorships • Geographical, listening habits, gender and age-based targeting
    • Foursquare – « The Big Mash Up » meets the real world ! Mobile + Geolocalisation (GPS) + UGC + Social Network Android + Palm + I Phone + Blackberry … Integrated in Facebook, Twitter, …
    • Do you know what consumers are saying about you on trusted networks? 59
    • FourSquare - Actionnabilty
    • Augmented Reality
    • Future of search ? (Futurology in 2009)
    • Alternative Search Tools - Google Goggles (2010)
    • Social Integrated with Field Marketing & Mass media 64
    • Conclusion: Technology Adoption Offer Us a Full Range of Digital Opportunities Experience ! E-Acquisition / Promo • Recruit : E-Prospects / e-Leads / (Loyal) e-Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer BRAND EQUITY • Conversion Rate, Repeated Visits, C/Conversion, leads Engagement • Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers • Time spent, Dwell (Rate / Time), Virality, Repeated Visits Brand/Communication Values Building • Communicate in the most balanced & impressive way • Customers, (Non) Users, Target Group • Cov., OTS, Affinity, Context, Impact, Click, Interaction
    • Conclusion (Bis) Digital Evolution Means Convergence Social Event Mass Communication ON / OFF Mobile Real Life Experience
    • hanks for Listening … (Let’s Talk ;-) + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Linkedin: http://www.linkedin.com/in/huguesrey FourSquare: HuguesRey