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The Internet Goes Walkabout - Jonathan Forrest (MD, Cybercom)
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The Internet Goes Walkabout - Jonathan Forrest (MD, Cybercom)

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1. Massive growth in video driving network investment …

1. Massive growth in video driving network investment

2. A new advertising industry ecosystem

3. The new drivers of consumer behavior

4. The implications for clients and agencies

5. What we must do to meet the challenges

Published in: Technology, Business

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  • Good morning – you ’ re very welcome to the Great to see so many people here... Comment on other talks.... The Irish advertising market has been hit by a sledge hammer over the last four years
  • The Irish advertising market has been hit by a sledge hammer over the last four years From roughly 1.4billion in 2007 to 709 million in 2011
  • Startling comparison between Ireland, the US and Europe in terms of economic performance versus advertising spend decline. But, the extent to which it has declined in Ireland is phenomenal and way out of kilter with the norm. The economy in Ireland has declined by 10% since 2007 yet advertising investment has fallen by more than 42%.
  • Consumer confidence is flatlining as you can see from the chart
  • And the savings index is increasing-ish.
  • 18% of a significantly diminshed ad spend of 130 million will get us nowhere! Kickstarting consumer confidence and unlocking spend to help aid the recovery
  • 18% of a significantly diminshed ad spend of 130 million will get us nowhere! Kickstarting consumer confidence and unlocking spend to help aid the recovery So we need to look at this through a different lense CREATIVITY, TECHNOLOGY AND INNOVATION
  • 2003 – world population was 6.3 billion There was 500 million Intrenet connected devices
  • Digital picture frames, Cars, smartphones, tablets, GPS devices
  • The Internet is going walkabout .... Its going walkabout all over the planet And as a tool is influencing every aspect of culture and society
  • All content, including T.V., moves online (and cars, fridges, bins etc) M2M – the internet of things ushering in a new era of eCommerce This will happen slowly, will not explode, the next time you buy a ….
  • "all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial)
  • "all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial)
  • "all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial) By 2015 – all european networks will effectively ‘ brown out ’ under current infrastructure Migration from text to video, smartphones, mobile devices, smart cities, internet of things, the cloud The Irish perspective?
  • In Ireland we are well ahead: We have plenty of fibre across many organisations – this is just the eircom wholesale master map which you can drill down into 400,000 kms of fibre across 500 settlements from cities to tiny villages
  • The system will be driven by Intune Networks super fast optical packet switching technology which is the best in the world. There is an ecosystem of companies from telcoms software to digital marketing all trying to develop the new era solutions ahead and take the lead worldwide through an opportunity that has landed on our lap. This ecosystem will grow with the introduction of the International Digital Content Centre This should come on stream by 2013 when the Exemplar network goes fully national. A trial network is being launched around Dublin in June and that will scale up as systems are tested and so on.
  • "all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But acedemically controversial) Interview with Pat Rabitte by Silicon Republic WE HAVE WHAT WE NEED FOR THE POST PC ERA
  • We grew up learning more from TV than anything else Kids are growing up in conversation, in community and online This whole new thing is redefining society
  • They are living their life across screens
  • Best summed up
  • Mobile (Tablets and Smartphones) are unique to marketers because they combine four characteristics that otherwise can ’t be found in any ad channel – together they make for an incredibly personal and immediate experience 1. Always on 2. Portable 3. Multi-device (e.g. camera) 4. Available location data
  • The term used is baked in marketing, and it goes to the core your value proposition – this needs to be thought about quite hard and incorporated into smart strategic marketing plans.
  • The Internet is going walkabout all over the planet
  • Source : ?? CISCO
  • Transcript

    • 1. Advertising industry is under pressure 42%
    • 2. Decline is way out of kilter with the norm…
    • 3. Consumer confidence is flat lining...
    • 4. Saving continues to lock out consumer spend
    • 5. “Reasons to be Cheerful” Ian Dury
    • 6. Digital ad spend grew in 2011 20%
    • 7. With sustained growth predicted...
    • 8. We are entering a new business realitywhere change is constantand innovation is at light speed
    • 9. World Population 6.3 Billion 500MillionDevices
    • 10. World Population12.5 billion Internet 6.8 BillionConnected Devices
    • 11. TheInternet isgoingWalkabout
    • 12. ‘We are only at the light bulb stage of the Internet’ Jeff Bezzos – CEO, Amazon
    • 13. The post PC era - a new digital infrastructure
    • 14. The implications for data growth are significant 10.8 2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
    • 15. Data set to grow by a factor of eighteen... 10.8 Exabytes (in millions) 2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
    • 16. ...... is 10.8 t h slike lo ok hich X 18W Illustrative Exabytes (in millions) 2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
    • 17. “we’re going to needa bigger boat…” Chief Martin Brody
    • 18. Our fibre infrastructure is significant 400,000 kms of fibre 500 cities and towns, villages Population 1,800
    • 19. Next Generation Network will launch in 2013
    • 20. 4G LTE finally on its way... 10.8 ‘Auction before this summer delivering up to 78 mbps to your phone’ Exabytes (in millions) 2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
    • 21. We grew up learning more from TV thananything else
    • 22. Kids are growing up inconversations in communities online
    • 23. T his efin i ngis r ed soc iety
    • 24. Each screen has it’s own creative role ininfluencing the consumer journey
    • 25. Each screen persuades through ‘content incontext’ and works in harmony with all others
    • 26. All brands need to undertake strategic planningreviews with this in mind... “In the future, no television advertisement will be just self- contained narratives. They will be trailers into deeper branded digital experiences. When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digital experience will stretch out the brand experiences beyond the 30 second clip.” - Shiv Singh, Global Head of Digital, PepsiCo
    • 27. More emphasis on Strategic Planning to unravelthe complexity of the new consumer journey
    • 28. More emphasis on social insights as consumers share moreof their journey along the way
    • 29. And a recognition that digital can inspire us to create storiesand involve people in ways that have never been done before.
    • 30. Digital ad spend grew in 2011 20%
    • 31. TheInternet isgoingWalkabout
    • 32. This is the most exciting time to be in marketing and advertising