Flash Forward to the Future: Media Innovation: China

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Presentation from MediaMind's global roadshow DED2010 on future media innovation specifically for the Chinese market in Mandarin

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Flash Forward to the Future: Media Innovation: China

  1. 1. © 2010 MediaMind Technologies Inc. | All rights reserved 未来闪影 Dean Donaldson 全球媒体创新总监@deandonaldson © 2010 MediaMind Technologies, Inc. All rights reserved Tuesday, 2 November 2010
  2. 2. © 2010 MediaMind Technologies Inc. | All rights reserved Click to edit Master text styles Living in a Ubiquitous World Tuesday, 2 November 2010
  3. 3. © 2010 MediaMind Technologies Inc. | All rights reserved Click to edit Master text styles Living in a Ubiquitous World Tuesday, 2 November 2010
  4. 4. © 2010 MediaMind Technologies Inc. | All rights reserved 追踪 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  5. 5. © 2010 MediaMind Technologies Inc. | All rights reserved << 精准广告 >> [ 目标消费者 ] © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  6. 6. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  7. 7. © 2010 MediaMind Technologies Inc. | All rights reserved 我投在广告上的钱有一半 是浪费掉的,但我从来不 知道到底是哪一半 John Wanamaker,百货公司先驱, 1877 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  8. 8. © 2010 MediaMind Technologies Inc. | All rights reserved 策划 购买 交换 Tuesday, 2 November 2010
  9. 9. © 2010 MediaMind Technologies Inc. | All rights reserved 策划 购买 交换 “单个”广告 管理系统 Tuesday, 2 November 2010
  10. 10. © 2010 MediaMind Technologies Inc. | All rights reserved ✓ © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  11. 11. © 2010 MediaMind Technologies Inc. | All rights reserved << 固定样本数据 >> { 广告效果数据 } “自然搜索” 社交媒体 [ buzz ] * 消费者 反馈 @^!! 创造性智慧 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  12. 12. © 2010 MediaMind Technologies Inc. | All rights reserved 决策 © 2010 MediaMind Technologies Inc | All rights reserved 40% Tuesday, 2 November 2010
  13. 13. © 2010 MediaMind Technologies Inc. | All rights reserved こんにちはg'day bonjourguten tagciào aloha γεια σου hola cześć shalomdobrý deň你好 grüßgott hoi hei안녕하세요 alôprivetsalutjó napot jambo sawubona“hello” “ok?” “good”“good” Tuesday, 2 November 2010
  14. 14. © 2010 MediaMind Technologies Inc. | All rights reserved 成长的烦恼 Tuesday, 2 November 2010
  15. 15. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  16. 16. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 即时 >> Tuesday, 2 November 2010
  17. 17. © 2010 MediaMind Technologies Inc. | All rights reserved 直播 Tuesday, 2 November 2010
  18. 18. © 2010 MediaMind Technologies Inc. | All rights reserved 直播 Tuesday, 2 November 2010
  19. 19. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  20. 20. © 2010 MediaMind Technologies Inc. | All rights reserved 15个/种 国家/语言 Tuesday, 2 November 2010
  21. 21. © 2010 MediaMind Technologies Inc. | All rights reserved 超过 200种 创意执行 Tuesday, 2 November 2010
  22. 22. © 2010 MediaMind Technologies Inc. | All rights reserved 即时 更新 Tuesday, 2 November 2010
  23. 23. Tuesday, 2 November 2010
  24. 24. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  25. 25. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 塑造 品牌 1:5Tuesday, 2 November 2010
  26. 26. © 2010 MediaMind Technologies Inc. | All rights reserved 后舍男生 Tuesday, 2 November 2010
  27. 27. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved 社交媒体用5年时间就 发展了与电视用50年 时间同样多的受众 “ ” Tuesday, 2 November 2010
  28. 28. © 2010 Eyeblaster. All rights reserved £1.19bn Tuesday, 2 November 2010
  29. 29. © 2010 Eyeblaster. All rights reserved $100M Tuesday, 2 November 2010
  30. 30. © 2010 Eyeblaster. All rights reserved 154,000 76,000T H E A T R E O F D R E A M S Tuesday, 2 November 2010
  31. 31. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  32. 32. © 2010 Eyeblaster. All rights reserved 366k 330M63,000 Tuesday, 2 November 2010
  33. 33. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  34. 34. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  35. 35. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  36. 36. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  37. 37. 4 40 © 2010 MediaMind Technologies Inc. | All rights reserved 934MGoogle844M|Facebook500M Tuesday, 2 November 2010
  38. 38. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  39. 39. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  40. 40. © 2010 MediaMind Technologies Inc. | All rights reserved 80%$1.9bn|44% Tuesday, 2 November 2010
  41. 41. © 2010 MediaMind Technologies Inc. | All rights reserved 数据是关键 理解 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  42. 42. © 2010 MediaMind Technologies Inc. | All rights reserved 点击 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  43. 43. © 2010 MediaMind Technologies Inc. | All rights reserved 997 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  44. 44. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 所有展示广告的点击数 50% Tuesday, 2 November 2010
  45. 45. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 6%网络用户 Tuesday, 2 November 2010
  46. 46. © 2010 MediaMind Technologies Inc. | All rights reserved 每 1,000个中的 5个 .5%0 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  47. 47. © 2010 MediaMind Technologies Inc. | All rights reserved 2 个是错误的受众 1 个是偶然的点击 1 个没有 等下载完 = 每 1,000个中的 1个 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  48. 48. © 2010 MediaMind Technologies Inc. | All rights reserved CPM!! CPC= © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  49. 49. © 2010 MediaMind Technologies Inc. | All rights reserved 联结 数据仓 30% © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  50. 50. © 2010 MediaMind Technologies Inc. | All rights reserved amazon 即时比较 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  51. 51. © 2010 MediaMind Technologies Inc. | All rights reserved 搜索可视化 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  52. 52. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  53. 53. © 2010 MediaMind Technologies Inc. | All rights reserved 在一起更美好 追踪, 从线下平面到 手机在线 Tuesday, 2 November 2010
  54. 54. © 2010 MediaMind Technologies Inc. | All rights reserved 在一起更美好 追踪, 从线下平面到 手机在线 Tuesday, 2 November 2010
  55. 55. © 2010 MediaMind Technologies Inc. | All rights reserved 影响: 改变思路 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  56. 56. © 2010 MediaMind Technologies Inc. | All rights reserved 迷失 在沙漠中 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  57. 57. © 2010 MediaMind Technologies Inc. | All rights reserved Porsche Panamera 为使用者环境命名 Brand user environment © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  58. 58. Tuesday, 2 November 2010
  59. 59. © 2010 MediaMind Technologies Inc. | All rights reserved 70英里/小时 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  60. 60. © 2010 MediaMind Technologies Inc. | All rights reserved 35帧/秒 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  61. 61. © 2010 MediaMind Technologies Inc. | All rights reserved 2.7英里/小时 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  62. 62. © 2010 MediaMind Technologies Inc. | All rights reserved 2.7英里/小时75%© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  63. 63. © 2010 MediaMind Technologies Inc. | All rights reserved Teachers / kids< 互动 > © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  64. 64. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 感官 Tuesday, 2 November 2010
  65. 65. © 2010 MediaMind Technologies Inc. | All rights reserved 新媒体 老谚语 Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. 孔子 (公元前551-479 ) Confucius Tuesday, 2 November 2010
  66. 66. © 2010 MediaMind Technologies Inc. | All rights reserved 和接触到的 记住: 30% 是你看到的 50% 是你看到和听到的 70-90% 是你看到,听到 Tuesday, 2 November 2010
  67. 67. © 2010 MediaMind Technologies Inc. | All rights reserved 华纳兄弟出品的斯巴达300勇士 – 扩展式广告 / 超载广告 Tuesday, 2 November 2010
  68. 68. Tuesday, 2 November 2010
  69. 69. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 停留率 印象的百分比 需要用户的参与 Tuesday, 2 November 2010
  70. 70. © 2010 MediaMind Technologies Inc. | All rights reserved 全球调研 Eyeblaster Dwell Research 停留率 停留时长 Tuesday, 2 November 2010
  71. 71. © 2010 MediaMind Technologies Inc. | All rights reserved 全球调研 Eyeblaster Dwell Research 8.7% 所有创意中的 停留率 停留时长 Tuesday, 2 November 2010
  72. 72. © 2010 MediaMind Technologies Inc. | All rights reserved 停留率 vs 点击率 停留率 (秒) 点击率 Tuesday, 2 November 2010
  73. 73. © 2010 MediaMind Technologies Inc. | All rights reserved 停留率 vs 点击率 25x停留率 (秒) 点击率 Tuesday, 2 November 2010
  74. 74. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 停留时间 是用户与广告互动的 平均秒数 Tuesday, 2 November 2010
  75. 75. © 2010 MediaMind Technologies Inc. | All rights reserved 综合绩效 Tuesday, 2 November 2010
  76. 76. © 2010 MediaMind Technologies Inc. | All rights reserved 综合绩效 1:1443 秒 Tuesday, 2 November 2010
  77. 77. © 2010 MediaMind Technologies Inc. | All rights reserved 我们把时间用在哪里了 Eyeblaster Dwell Research Tuesday, 2 November 2010
  78. 78. © 2010 MediaMind Technologies Inc. | All rights reserved 我们把时间用在哪里了 Eyeblaster Dwell Research 60秒 比电视多 Tuesday, 2 November 2010
  79. 79. © 2010 MediaMind Technologies Inc. | All rights reserved 市场上最高级的 video © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  80. 80. © 2010 MediaMind Technologies Inc. | All rights reserved 视频互动 Tuesday, 2 November 2010
  81. 81. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 消费者 自始至终 很愿意 花时间来探索品牌 Tuesday, 2 November 2010
  82. 82. © 2010 MediaMind Technologies Inc. | All rights reserved 访问效果 0 4 9 13 17 10 17 low dwell high dwell Tuesday, 2 November 2010
  83. 83. © 2010 MediaMind Technologies Inc. | All rights reserved 访问效果 0 4 9 13 17 10 17 low dwell high dwell 69% Tuesday, 2 November 2010
  84. 84. © 2010 MediaMind Technologies Inc. | All rights reserved 搜索效果 0 10 20 30 40 12 39 low dwell high dwell Tuesday, 2 November 2010
  85. 85. © 2010 MediaMind Technologies Inc. | All rights reserved 搜索效果 0 10 20 30 40 12 39 low dwell high dwell 3xTuesday, 2 November 2010
  86. 86. © 2010 MediaMind Technologies Inc. | All rights reserved 基层渗透 口碑 最有力的形式是 广告 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  87. 87. © 2010 MediaMind Technologies Inc. | All rights reserved 25% of search results for the World’s Top 20 brands are links to user-generated content... 34%_of_bloggers/post_opinions_about_products “你需要问你自己一个问题” 产品评论 Tuesday, 2 November 2010
  88. 88. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved “需要 帮忙吗?” Tuesday, 2 November 2010
  89. 89. © 2010 MediaMind Technologies Inc. | All rights reserved 大众Twitter Tuesday, 2 November 2010
  90. 90. © 2010 MediaMind Technologies Inc. | All rights reserved 大众Twitter • 网站浏览量同比增长1% • 大众在Twitter上的活动每天从5条增长至700条 • 所有在Facebook上的大众粉丝 – 260,000 • 所有YouTube视频浏览 – 87,000 Tuesday, 2 November 2010
  91. 91. © 2010 MediaMind Technologies Inc. | All rights reserved 将其带入了 更高的境界 Tuesday, 2 November 2010
  92. 92. © 2010 MediaMind Technologies Inc. | All rights reserved 将其带入了 更高的境界 Tuesday, 2 November 2010
  93. 93. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved `追踪 病毒式广告 Tuesday, 2 November 2010
  94. 94. © 2010 MediaMind Technologies Inc. | All rights reserved 第二 人生 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  95. 95. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  96. 96. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  97. 97. © 2010 MediaMind Technologies Inc. | All rights reserved 15%© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  98. 98. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  99. 99. © 2010 Eyeblaster. All rights reserved 实时 预告片 Tuesday, 2 November 2010
  100. 100. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  101. 101. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  102. 102. © 2008 Eyeblaster. All rights reserved “电视与电脑的区别也越来模糊, 我们可以从电脑下载电视节目,并且在任何时间 都可以观赏,也就是说两者是可以互相转换的” Simplify Digital的 Charlie Ponsonby谈论为什么更高的网速会 改变人们使用网络的习惯。 Tv Internet Blur © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  103. 103. © 2010 MediaMind Technologies Inc. | All rights reserved 支付系统 Tuesday, 2 November 2010
  104. 104. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  105. 105. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  106. 106. © 2010 MediaMind Technologies Inc. | All rights reserved [data] © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  107. 107. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved $$$Tuesday, 2 November 2010
  108. 108. © 2010 MediaMind Technologies Inc. | All rights reserved 智能设备 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  109. 109. © 2010 MediaMind Technologies Inc. | All rights reserved 不要 触碰 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  110. 110. © 2010 MediaMind Technologies Inc. | All rights reserved 到处都有感应装置 (((( © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  111. 111. © 2010 MediaMind Technologies Inc. | All rights reserved ∞1= { ubiquitous computing (ubicomp) } © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  112. 112. © 2010 MediaMind Technologies Inc. | All rights reserved 智能标签 RFID © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  113. 113. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  114. 114. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  115. 115. © 2010 MediaMind Technologies Inc. | All rights reserved 是科幻还是现实? Tuesday, 2 November 2010
  116. 116. © 2010 MediaMind Technologies Inc. | All rights reserved 是科幻还是现实? • 芯片连上互联网 有效区域500米 • 感应刷卡 + GPS Tuesday, 2 November 2010
  117. 117. © 2010 MediaMind Technologies Inc. | All rights reserved 是科幻还是现实? • 芯片连上互联网 有效区域500米 • 感应刷卡 + GPS 个人身份识别设备 (PID) = 精准广告 Tuesday, 2 November 2010
  118. 118. © 2010 MediaMind Technologies Inc. | All rights reserved 浏览器之外 Tuesday, 2 November 2010
  119. 119. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  120. 120. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  121. 121. © 2010 MediaMind Technologies Inc. | All rights reserved 60/40 Tuesday, 2 November 2010
  122. 122. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 50%到2015年将有50%15岁以下的年轻人 使用触摸屏 Tuesday, 2 November 2010
  123. 123. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  124. 124. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  125. 125. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  126. 126. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 个人相关广告 被动态地植入进 所有设备所有内容 遍布世界任何一个角落 Tuesday, 2 November 2010
  127. 127. © 2010 MediaMind Technologies Inc. | All rights reserved © 2008 Eyeblaster. All rights reserved 从搜索 到静态通栏广告 全屏视频互动 到与浏览器,游戏或网络电视,户外,电脑或移动电话中的 Tuesday, 2 November 2010
  128. 128. © 2010 MediaMind Technologies Inc. | All rights reserved 广告递送平台 已有数十年的技术 Tuesday, 2 November 2010
  129. 129. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  130. 130. © 2010 MediaMind Technologies Inc. | All rights reserved 聚焦在你的潜能上 而不是你的极限上 Tuesday, 2 November 2010
  131. 131. © 2010 MediaMind Technologies Inc. | All rights reserved 事情比看起来的要复杂得多 简化 Tuesday, 2 November 2010
  132. 132. © 2010 MediaMind Technologies Inc. | All rights reserved = 单个整合平台 中国的挑战 • 在中国急剧增长的品牌 • 加速改变的消费者习惯 • 可以提供更好见解的数据 • 加快制作的需求 • 降低成本的渴求 The Chinese Challenge Explosive brand growth in China Accelerated changing consumer habits Availability of data for better insights Demand for faster creative production Desire to reduce agency overheads = single consolidated platform Tuesday, 2 November 2010
  133. 133. © 2010 MediaMind Technologies Inc. | All rights reserved 谢谢! Tuesday, 2 November 2010
  134. 134. www.mediamind.com © 2010 MediaMind Technologies Inc. | All rights reserved @deandonaldson dean.donaldson@mediamind.com 917.640.3095 @mediamind_chat @creative_zone Tuesday, 2 November 2010

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