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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

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

Published in: Technology, News & Politics

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  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved Click to edit Master text styles Living in a Ubiquitous World Tuesday, 2 November 2010
  • 3. © 2010 MediaMind Technologies Inc. | All rights reserved Click to edit Master text styles Living in a Ubiquitous World Tuesday, 2 November 2010
  • 4. © 2010 MediaMind Technologies Inc. | All rights reserved 追踪 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 策划 购买 交换 Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved ✓ © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 决策 © 2010 MediaMind Technologies Inc | All rights reserved 40% Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 成长的烦恼 Tuesday, 2 November 2010
  • 15. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 16. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 即时 >> Tuesday, 2 November 2010
  • 17. © 2010 MediaMind Technologies Inc. | All rights reserved 直播 Tuesday, 2 November 2010
  • 18. © 2010 MediaMind Technologies Inc. | All rights reserved 直播 Tuesday, 2 November 2010
  • 19. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 20. © 2010 MediaMind Technologies Inc. | All rights reserved 15个/种 国家/语言 Tuesday, 2 November 2010
  • 21. © 2010 MediaMind Technologies Inc. | All rights reserved 超过 200种 创意执行 Tuesday, 2 November 2010
  • 22. © 2010 MediaMind Technologies Inc. | All rights reserved 即时 更新 Tuesday, 2 November 2010
  • 23. Tuesday, 2 November 2010
  • 24. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 后舍男生 Tuesday, 2 November 2010
  • 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. © 2010 Eyeblaster. All rights reserved £1.19bn Tuesday, 2 November 2010
  • 29. © 2010 Eyeblaster. All rights reserved $100M Tuesday, 2 November 2010
  • 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. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  • 32. © 2010 Eyeblaster. All rights reserved 366k 330M63,000 Tuesday, 2 November 2010
  • 33. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  • 34. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  • 35. © 2010 Eyeblaster. All rights reserved 330M Tuesday, 2 November 2010
  • 36. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 37. 4 40 © 2010 MediaMind Technologies Inc. | All rights reserved 934MGoogle844M|Facebook500M Tuesday, 2 November 2010
  • 38. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 39. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 40. © 2010 MediaMind Technologies Inc. | All rights reserved 80%$1.9bn|44% Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 点击 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 43. © 2010 MediaMind Technologies Inc. | All rights reserved 997 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 6%网络用户 Tuesday, 2 November 2010
  • 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved CPM!! CPC= © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved amazon 即时比较 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 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. © 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. © 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. © 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. Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 35帧/秒 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved Teachers / kids< 互动 > © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 64. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved 感官 Tuesday, 2 November 2010
  • 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. © 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. © 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. Tuesday, 2 November 2010
  • 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. © 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. © 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. © 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. © 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved 综合绩效 Tuesday, 2 November 2010
  • 76. © 2010 MediaMind Technologies Inc. | All rights reserved 综合绩效 1:1443 秒 Tuesday, 2 November 2010
  • 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. © 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved 视频互动 Tuesday, 2 November 2010
  • 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. © 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. © 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. © 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. © 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. © 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved “需要 帮忙吗?” Tuesday, 2 November 2010
  • 89. © 2010 MediaMind Technologies Inc. | All rights reserved 大众Twitter Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 将其带入了 更高的境界 Tuesday, 2 November 2010
  • 92. © 2010 MediaMind Technologies Inc. | All rights reserved 将其带入了 更高的境界 Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 第二 人生 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 95. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 96. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 97. © 2010 MediaMind Technologies Inc. | All rights reserved 15%© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 98. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 99. © 2010 Eyeblaster. All rights reserved 实时 预告片 Tuesday, 2 November 2010
  • 100. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 101. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 支付系统 Tuesday, 2 November 2010
  • 104. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 105. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 106. © 2010 MediaMind Technologies Inc. | All rights reserved [data] © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 107. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved $$$Tuesday, 2 November 2010
  • 108. © 2010 MediaMind Technologies Inc. | All rights reserved 智能设备 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 109. © 2010 MediaMind Technologies Inc. | All rights reserved 不要 触碰 © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved ∞1= { ubiquitous computing (ubicomp) } © 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 114. © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved Tuesday, 2 November 2010
  • 115. © 2010 MediaMind Technologies Inc. | All rights reserved 是科幻还是现实? Tuesday, 2 November 2010
  • 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved 浏览器之外 Tuesday, 2 November 2010
  • 119. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 120. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 121. © 2010 MediaMind Technologies Inc. | All rights reserved 60/40 Tuesday, 2 November 2010
  • 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. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  • 124. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  • 125. © 2010 MediaMind Technologies Inc. | All rights reserved 车载广告 Tuesday, 2 November 2010
  • 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. © 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved Tuesday, 2 November 2010
  • 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. © 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. © 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. © 2010 MediaMind Technologies Inc. | All rights reserved 谢谢! Tuesday, 2 November 2010
  • 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