Joining the Media Dots

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The evolution of media: …

The evolution of media:
TV is powerful, but people learn through play. The digital landscape has changed and so have the ways of measuring it. Digital video is set to enhance the capability for brand recall within consumers at a much deeper level then media to date – and is challenging the very concept of mass-media. From BlueRay Live to digital signage the penetration of personal mobile media is about to change our concept of paper. It will offer far more value to advertisers than mere clicks. As the pioneer in rich media and the largest global distributor of video advertising, Dean Donaldson of Eyeblaster will show what we have learned over the last ten years, how brands are now penetrating web 2.0 and a glimpse into where digital media is going next.

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  • Can you tell what it is yet?!I thinkdigital media is evolving into the king of the jungle, but if it’s going to get there it needs to realise it still has some way to go. We have to begin to join ALL the media dots... I am talking something beyond just web banner ads.
  • I love James Bond. When I was a boy, that most famous car – the Aston Martin DB5 in Goldfinger had the coolest gadgets – like a car phone or a tracking system... But you new it was a dream – it was science fiction.
  • Now GPS mapping systems are common place in cars – and they’re going to get a lot more cooler with 3D, video or like this one in Japan that is touch screen zoom like an iPhone. Not only that but when you hit the brakes the TV comes on!! Practically all cars have this in Japan... TV and maps in cars – things are changing fast.
  • …then came Television to complicate things a bit…
  • …then share of voice became a little trickier when Cable TV created fragmentation…
  • ….and then about 10 years ago this notion of digital came about. At the time, digital was limited to banner and text ads. Then along the way we got more creative, the technology became more flexible…
  • …so here we are today. Search Marketing, Video Advertising, Mobile, In-Game… it’s tricky. But remember, the only easy day was yesterday!Global Media Breakdown 2008 http://www.marketingcharts.com/television/ad-spend-to-grow-67-in-08-internet-to-overtake-radio-in-08-mags-in-10-2596/
  • What I believe will happen is that “online” in traditional form will stay consistent with slight growth overall, but there will be sift in where and how online media is split – rich will become more accessible.Emerging channels, such as mobile will cannibalise ALL media – not just traditional, but part of online too.However, as the traditional media channels take a digital connection – the concept of driving dynamic digital advertising into those channels will become the norm, and yet still remain as TV or Outdoor, albeit digital variants thereof. This will not be seen as “online” though share the same heritage.It is INSTREAM video, and the technological developments behind them, i.e. Eyeblaster, who will make this scalable – but rather then a tiny percentage of ‘online’ will be a component of the overall media matrix and therefore huge revenue potentials for what will make up the Digital Space overall.2 thoughts: Not everything will NEED to be interactive, just dynamicBehavioural sequencing will become a realistic possibility cross-channel.
  • We are seeing this already. The TV set is no longer just for passive TV viewing – interactivity is happening across devices.And its about to become a lot more interactive...
  • Mutiple feeds and sources are giving us our information
  • We are media multi-tasking at the same time
  • Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
  • We all used to go to record shops – but things are changing.All over world music shops are closing down as people turn to downloading musicAccording to some estimates, the feeling is that by 2015 CDs and DVDs will be a thing of the past as we download or stream our media..Same way as hard pushed to find camera film today...
  • 10% spent on social network sites – more then shopping.http://weblogs.hitwise.com/robin-goad/2009/04/uk_internet_users_spending_mor.html
  • http://blog.comscore.com/2009/05/twitter_traffic_quadruples.html3,000% in a year (April to April)Driven by high celebrity profiles like Stephen Fry or Oprah Winfrey – especially after it appeared on her show at start of the year. TV DRIVES INTERNET5M Jan – 50M expected by Summer July
  • Thank you. Please feel free to find out more form us at our online resource, and you can contact me direct at any of the following....

Transcript

  • 1. joining the media dots the evolution of media Dean Donaldson Director of Digital Experience August 2009 © 2008 Eyeblaster. All rights reserved
  • 2. © 2008 Eyeblaster. All rights reserved
  • 3. © 2008 Eyeblaster. All rights reserved
  • 4. © 2008 Eyeblaster. All rights reserved
  • 5. don’t touch © 2008 Eyeblaster. All rights reserved
  • 6. Media 60 years ago TV Radio Print © 2008 Eyeblaster. All rights reserved
  • 7. Media 30 years ago Radio Print Broadcast and Cable TV © 2008 Eyeblaster. All rights reserved
  • 8. Media 10 years ago Digital: banners and text Radio Print Broadcast and Cable TV © 2008 Eyeblaster. All rights reserved
  • 9. Media Today (2009) Internet Standard Display Rich Media Classifieds Search Outdoor Newspapers Magazines Broadcast and Cable TV Cinema Radio Source: Zenith Optimedia (Via AdAge.com) © 2008 Eyeblaster. All rights reserved
  • 10. Media Tomorrow (2012+) Ad-funded apps Rich Media InStream Video Advertising Social Networking Micro-sites Standard Display Ad-funded OS Classifieds Widgets Text Links Mash-Ups Search Mobile Newspapers Portable Media Ads Digital Outdoor User Generated PodCasting Outdoor In-Game Ads Blogging Electronic Ink (e-ink) Pre-Roll IPTV Interactive Video Magazines 5 second spot Cinema Digital Product Placement Radio Broadcast and Cable TV © 2008 Eyeblaster. All rights reserved
  • 11. Today’s media is interactive… © 2008 Eyeblaster. All rights reserved
  • 12. immediate © 2008 Eyeblaster. All rights reserved
  • 13. fragmented… © 2008 Eyeblaster. All rights reserved
  • 14. simultaneous! © 2008 Eyeblaster. All rights reserved
  • 15. in your face © 2008 Eyeblaster. All rights reserved
  • 16. Moments in history © 2008 Eyeblaster. All rights reserved
  • 17. NO CD or DVD © 2008 Eyeblaster. All rights reserved
  • 18. Concentric Conversations © 2008 Eyeblaster. All rights reserved
  • 19. TV Tweet Explosion © 2008 Eyeblaster. All rights reserved
  • 20. @deandonaldson @eyeblaster #EyeblasterDay © 2008 Eyeblaster. All rights reserved
  • 21. Search 2.0 © 2008 Eyeblaster. All rights reserved
  • 22. iPhoto 09 © 2008 Eyeblaster. All rights reserved
  • 23. Next Wave of Communication • A "wave" is equal parts conversation and document, where people can communicate and work together with richly formatted text, photos, videos, maps, and more… © 2008 Eyeblaster. All rights reserved
  • 24. A Social Phenomena 934MGoogle 844M | Facebook344M © 2008 Eyeblaster. All rights reserved
  • 25. US TV at its best (in Millions) 1: Ed Sullivan 1956 2: M*A*S*H 1983 3: I love Lucy 1953 60 50.1 44 4: Dallas 1983 5: Roots 1977 2008: Superbowl 41.7 36.4 48 Source: BARB TV viewing figures © 2008 Eyeblaster. All rights reserved
  • 26. APOLLO Who shot JR? © 2008 Eyeblaster. All rights reserved
  • 27. widest reach © 2008 Eyeblaster. All rights reserved
  • 28. 2 months  1 day © 2008 Eyeblaster. All rights reserved
  • 29. 90M  © 2008 Eyeblaster. All rights reserved
  • 30. User Generated vs Professional Content 80% of content viewed on YouTube is professionally produced Source: NBC Research – YouTube Analysis – Feb08, April 08 © 2008 Eyeblaster. All rights reserved
  • 31. Wallpaper TV 205” © 2008 Eyeblaster. All rights reserved
  • 32. HD 1080p UHDV 4320p © 2008 Eyeblaster. All rights reserved
  • 33. Wafer-thin Speakers © 2008 Eyeblaster. All rights reserved
  • 34. Sensory Surround © 2008 Eyeblaster. All rights reserved
  • 35. 3D © 2008 Eyeblaster. All rights reserved
  • 36. 2 months  1 day © 2008 Eyeblaster. All rights reserved
  • 37. © 2008 Eyeblaster. All rights reserved
  • 38. “ we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two” Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web. © 2008 Eyeblaster. All rights reserved
  • 39. © 2008 Eyeblaster. All rights reserved
  • 40. Ad Revenues Forecast © 2008 Eyeblaster. All rights reserved
  • 41. © 2008 Eyeblaster. All rights reserved
  • 42. © 2008 Eyeblaster. All rights reserved
  • 43. © 2008 Eyeblaster. All rights reserved
  • 44. Digital Out-of-Home by Environment © 2008 Eyeblaster. All rights reserved
  • 45. © 2008 Eyeblaster. All rights reserved
  • 46. adding mobile to the mix © 2008 Eyeblaster. All rights reserved
  • 47. 500 million smartphones a year are going to be sold over time Steve Balmer © 2008 Eyeblaster. All rights reserved
  • 48. penetration © 2008 Eyeblaster. All rights reserved
  • 49. as TV | as PC © 2008 Eyeblaster. All rights reserved
  • 50. more people in japan now surf the web from a mobile phone than from a PC I-Igma © 2008 Eyeblaster. All rights reserved
  • 51. Mobile Media © 2008 Eyeblaster. All rights reserved
  • 52. 2mps – 100mps! © 2008 Eyeblaster. All rights reserved
  • 53. connecting video © 2008 Eyeblaster. All rights reserved
  • 54. Personal Web © 2008 Eyeblaster. All rights reserved
  • 55. Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
  • 56. payment system © 2008 Eyeblaster. All rights reserved
  • 57. © 2008 Eyeblaster. All rights reserved
  • 58. QR Smartcodes “ Almost every Japanese phone ships with a built-in barcode reader that can decode both QR Codes & standard barcodes you find on retail items. ” quick response © 2008 Eyeblaster. All rights reserved
  • 59. © 2008 Eyeblaster. All rights reserved
  • 60. the future of paper © 2008 Eyeblaster. All rights reserved
  • 61. flexibility © 2008 Eyeblaster. All rights reserved
  • 62. © 2008 Eyeblaster. All rights reserved
  • 63. © 2008 Eyeblaster. All rights reserved
  • 64. Tablet Computing © 2008 Eyeblaster. All rights reserved
  • 65. © 2008 Eyeblaster. All rights reserved
  • 66. © 2008 Eyeblaster. All rights reserved
  • 67. beyond the browser © 2008 Eyeblaster. All rights reserved
  • 68. Apple iPad..? 60/40 © 2008 Eyeblaster. All rights reserved
  • 69. Home Automation © 2008 Eyeblaster. All rights reserved
  • 70. Your new fridge door © 2008 Eyeblaster. All rights reserved
  • 71. © 2008 Eyeblaster. All rights reserved
  • 72. Connected Cars © 2008 Eyeblaster. All rights reserved
  • 73. screens © 2008 Eyeblaster. All rights reserved
  • 74. personally relevant ads inserted dynamically into any content on any device anywhere in the world © 2008 Eyeblaster. All rights reserved
  • 75. from search to static banners to interactive full-screen video in a browser, in Game or on web TV outdoor, on a desktop or mobile © 2008 Eyeblaster. All rights reserved
  • 76. eyeblaster channel © 2008 Eyeblaster. All rights reserved connect
  • 77. We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten Bill Gates © 2008 Eyeblaster. All rights reserved
  • 78. More Information mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @deandonaldson © 2009 Eyeblaster. All rights reserved