Media Landscape (Fall 2009)

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This was a presentation developed fall 2009 to give clients a snapshot of how consumption and expectations about advertising are changing and evolving.

This was a presentation developed fall 2009 to give clients a snapshot of how consumption and expectations about advertising are changing and evolving.

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  • AGENDA
  • All of us in this room have a dual role we are people, the consuming public but we also play on the other side of the fence as marketers. As we go through this keep both of your hats out because we will be looking at things from both a consumer and marketer perspective.
  • We’re seeing an evolution of what it means to connect. Moving from passive consumption to more active participation
  • A key component in the value exchange is interest – Media explosion (more content), Adoption of Tech, Adoption of
  • http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/07/pr_global-study_07709.pdf
  • Well a lot and many people are developing
  • They are finding newways of satisfying their needs, ways that aren’t necessarily inclusive of advertising.
  • Evolution of communication technology is allowing people to communicate in new ways.These new technologies are so popular because they provide constant connectivity – they always on, always with you.Wide spread distribution of high speed internet connectivity is enabling this. Social Media Companies like Facebook, Twitter, Friend Feed enable access low cost access. The cost in not monetary but there is a value exchange, giving up information about you and allowing the page to contain advertising – Today that is considered the price of entry.
  • Evolution of communication technology is allowing people to communicate in new ways.These new technologies are so popular because they provide constant connectivity – they always on, always with you.Wide spread distribution of high speed internet connectivity is enabling this. Social Media Companies like Facebook, Twitter, Friend Feed enable access low cost access. The cost in not monetary but there is a value exchange, giving up information about you and allowing the page to contain advertising – Today that is considered the price of entry.
  • Many in the industry talk a lot about the decline of advertising effectiveness and point to ad avoidance. We hold a different perspective that when you are talking about ad avoidance you’re really talking about interest. And while ad avoidance has always existed what is changing is the technology surrounding us which is allowing people to filter to their interests.
  • Innovations in technology have allowed all of us to be creators of media. Everything we rate, review, upload, blog and share is now media. This also speaks to a shiftof moving from passive consumption to active participation. There are careers enabled by social media around creating media. When did blogging become a real career?
  • We have more ways that ever to participate to give you a sense of scale here as some stats.How many people have been friend-ed by a parent or elder relative? How many people have been sought out by a past classmate or colleague?Also if you think about how these experience have changes our lives when did blogging become an official career?
  • To give you a sense of how powerful these tools are just consider PEREZ HILTON. He started blogging in 2005. Before he started his blog he was doing entry level jobs at a variety of organizations. In 2007 he was named top web celebrity by Forbes. In 2008 the Guardian Newspaper in the UK ranked him as the #6 most powerful blogger behind, the HuffingtonPost, Tech Crunch and ahead of the likes of The Drudge Report, Engadget, and TMZ. He has amassed 2.8 million monthly uniques.
  • The social trend we’re talking about is has been termed Groundswell by Forrester researchers. This is where I’d like you to begin looking at things through a marketer lens more closely.
  • Now it’s tome to begin thinking with your marketer hat. Marketers have traditionally leveraged media as a monologue.
  • Today there are new tools that allow for dialgoue, sharing and co-creating - Again moving from passive consumption to active participation by consumers.
  • There are a mountain of other statistics I could share to drive home the point that these are being embraced but rather than share more numbers I think that as marketers we need to approach this fragmentation in much the same way we would traditional media vehicles.
  • Within existing forms things are expandingFor Consumers:Fragmentation is good, as it provides more depth in a given content area, more points of view and more choice.But also represents challenges in terms of filtering what is interesting/valuable content vs. what is notFor Marketers: it provides an opportunity develop a more meaningful relationship with a more focused audience (less waste) – micro-targeting or hypertargetingBut on the flipside it is more difficult to build and deliver scale efficiently.
  • 269 channels are available on this cable line up.
  • 150 Satellite radio stations
  • There is a lot of things that are changing and there are people out there that are preaching doomsday to our business. We prefer to see those changes as opportunities
  • There is a lot of things that are changing and there are people out there that are preaching doomsday to our business. We prefer to see those changes as opportunities
  • Ad Avoidance
  • Think of communication as more than the transaction and more about taking steps toward build strong relationships and figuring out how we can deliver value for our customers, prospects and peer groups.
  • ACCESS TO ONLINE BEHAVIORSEVOLUTION OF MEASUREMENTSPEED DECISIONING, NEW SKILLS SETS EVOLUTION OF TARGETING – MICRO TARGETING

Transcript

  • 1. MEDIA LANDSCAPE
    Image: Thomas Baekdal
  • 2. WHAT HAS STAYED THE SAME
    WHAT IS CHANGING
    HOW WE CAN THRIVE
  • 3. HUMAN NATURE…
    Fundamental emotions that drive people – the desire to connect, to create, to stay in touch, and to help each other – are universal.
    ~Groundswell, Li & Bernoff
  • 4. PEOPLE STILL HAVE NEEDS…
    …FOR CONTENT, PRODUCTS & SERVICES, TRUST & COMMUNITY
  • 5. BRANDS STILL HAVE A NEED…
    …TO CONNECT WITH PEOPLE
  • 6. MEDIA CONSUMPTION
    WILL CONTINUE…
    …AS LONG AS THERE IS A VALUE EXCHANGE
  • 7. MEDIA CONSUMPTION IS STILL OCURRING
    31 Min.
    55 Min.
    23 Min.
    4 Hrs. 36Min.
    7 Min.
    2 Hrs. 30Min.
    30 Min.
    31 Min.
    26 Min.
    Source: 2009 Media Dynamics: Intermedia Dimensions
  • 8. 57%of consumers with home internet, watch TV and go online simultaneously at least once a month. They are spending an average of 2 hours, 39 minutes doing so.
    TV viewing in the Home: increase of 4%over last year to an average of 151 hrs/month
    Watching time-shifted TV: increase of 33% to an average of 7 hrs - only 5% of total TV time
    Source: June 2009 Nielsen Convergence Research Panel
  • 9. MEDIA SPENDING WILL CONTINUE
    Source: TNS Media Intelligence
  • 10. WORD OF MOUTH STILL REIGNS
  • 11. SOME STATS
    WOM (EARNED)
    BRAND SITE (OWNED)
    EDITORIAL
    OFFLINE MEDIA
    DIGITAL MEDIA
  • 12. STUFF…
    PEOPLE STILL NEED
    BRANDS STILL NEED TO SELL
  • 13. MEDIA…
    PEOPLE ARE STILL USING
    BRANDS ARE STILL BUYING
  • 14. PEOPLE…
    TRUST EACH OTHER MORE THAN MEDIA AND BRANDS
  • 15. WHAT IS CHANGING
  • 16. PEOPLE’SBEHAVIOR
  • 17. THE WAY IN WHICH PEOPLE’S NEEDS ARE STATISFIED
  • 18. COMMUNICATION
  • 19. 234 Million
    17 Million
    76 Million
    COMMUNICATION
    90 Million
    20 Million
    119 Million
    50 Million
  • 20. AD AVOIDANCE IS ABOUT INTEREST…
    …AND TECHNOLOGY IS EMPOWERING PEOPLE TO FILTER
  • 21. IT STARTED WITH THIS
  • 22. NOW INCLUDES THESE
  • 23. THE NEW MEDIA CREATOR
  • 24. 15 hours of video uploaded every minute
    30,000 Slideshows uploaded weekly
    4 billion photo uploads as of Oct 12th
    More than 2 billion pieces of content
    (web links, news stories, blog posts,
    notes, photos, etc.) shared each week
    on
    Flickr: punimoe
  • 25.
  • 26. WHY…HUMAN NATURE AND TECHNOLOGICAL INNOVATION
  • 27. GROUNDSWELL DEFINED
    A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
    ~Li & Bernoff
  • 28. HISTORICIALLY MEDIA HAS BEEN
    ONE WAY
  • 29. NEW TOOLS ALLOW FOR DIALOGUE
  • 30. OPPORTUNITIES FOR BRANDS TO LEVERAGE DIALOGUE
  • 31. FRAGMENTATION
    Flickr : David Bonta
  • 32. SOME EXAMPLES: TV
  • 33. MORE: RADIO
  • 34. MORE: INTERNET
  • 35. BORING BUT IMPORTANT
    GOV’T REGULATION
    PAY FOR POST
    TRACKING ONLINE BEHAVIORS
    ONLINE IDENITY MGMT.
    TOO MUCH SHARING
    LOSS OF CONTROL
  • 36. click to view
  • 37.
  • 38. X
  • 39. THE FUTURE IS…
    more COLLABORATIVE
    more EXPERIMENTAL
    more HELPFUL
    more TRANSPARENT
    more PERSONAL
  • 40. HOW DO WE THRIVE?
  • 41. SHIFT IN CURRENCYIMPRESSIONS < INTERACTIONS
  • 42. CONTINUE TO LEVERAGE DATA TO INFORM……OUR UNDERSTANDING OF THE CONSUMER…HOW WE CONNECT…HOW WE DEVELOP EXPERIENCES…HOW WE DEVELOP CONTENT
  • 43. CREATE VALUE
  • 44. PARTICIPATE