融合	  还是	  冲突                                  传统媒介与新兴科技的碰撞              @deandonaldson   #ded2011    © 2011 MediaMind. A d...
© 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMind Technologies Inc. | ...
Living in a Ubiquitous World                    Click to edit Master text styles                                          ...
Living in a Ubiquitous World                    Click to edit Master text styles                                          ...
instant >>                           © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
Wednesday, 26 October 11                           66                            © 2010 MediaMind Technologies Inc | All r...
Tv Internet Blur       “ 電視與電腦的區別愈來愈模糊,            我們可以從電腦下載電視節目,並且在任何時間都可            以觀賞,也就是說兩者是可以互相轉換的”            Charl...
brand                            buildingWednesday, 26 October 11                           1: 5                          ...
China Investment                                             China     • 420MM internet users     • 227MM mobile internet ...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
2015 年	  全球移动电视          $264m                           © 2011 MediaMind. A division of DGWednesday, 26 October 11
Social Commerce TV              @mediamind     #ded2011           © 2011 MediaMind. A division of DGWednesday, 26 October 11
Jakarta                                     © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
按摩?                                 © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
Wednesday, 26 October 11                           30                            © 2011 MediaMind. A division of DG
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
Wednesday, 26 October 11                           3?                           个屏幕                             © 2011 Med...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
10 年                            5年                                  © 2011 MediaMind. A division of DGWednesday, 26 Octobe...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
time shift place shift                  3:4	  到16:9的屏幕比例   卫星有线	  vs	  本地   暂停	  &	  倒退                  曲面到平面            ...
电视是⼀一部地理。⼀一处地方。⼀一种功能。         它不仅仅是⼀一个在房间角落的盒子。                           © 2011 MediaMind. A division of DGWednesday, 26 ...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
£1.19bn    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
$100M    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
154,000                    76,000          THEATRE OF DREAMS    © 2010 Eyeblaster. All rights reservedWednesday, 26 Octobe...
366k                63,000 330M    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
330M    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
330M    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
330M    © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
934M           4                               40                  Google 844M | Facebook 500M                            ...
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
80%$1.9bn | 44%                              © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October...
“   电视用了50年建立                               的观众群,社交媒                                体仅用了5年                                ...
控制                    © 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMin...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
Xbox的力量 就在你掌心                                     © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
In Car Advertising                           © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October...
In Car Advertising                           © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October...
In Car Advertising                           © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October...
© 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
2011 MOBi 最佳iPad      第⼀一个‘游戏化’的HTML5富媒体广告                             © 2011 MediaMind. A division of DGWednesday, 26 Oct...
© 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMind Technologies Inc. | ...
© 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMind Technologies Inc. | ...
2015年                                     15岁以下人群                                        会有50%                            ...
© 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMind Technologies Inc. | ...
© 2010 MediaMind Technologies Inc | All rights reserved                              © 2010 MediaMind Technologies Inc. | ...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
3D电视                      2015Wednesday, 26 October 11                                  © 2011 MediaMind. A division of DG
虚拟现实                           © 2010 MediaMind Technologies Inc | All rights reserved                              © 2010...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
你‘介意’吗?                              © 2011 MediaMind. A division of DGWednesday, 26 October 11
进化                内容	  +	  程序	  +	  广告                                     © 2011 MediaMind. A division of DGWednesday, 26...
猩球崛起                           © 2011 MediaMind. A division of DGWednesday, 26 October 11
应用程序。 在你的电视上。智能电视。    smart TVWednesday, 26 October 11                                      © 2011 MediaMind. A division o...
消费者重置        手机: 12-18个月       笔记本电脑: 3-4年       电视机:7-10年     6个月Wednesday, 26 October 11                           © 201...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
Online. Mobile. Out of Home.                                                      © 2011 MediaMind. A division of DGWednes...
平均每年每户美国家庭        接收到的有线频道           130个                            © 2011 MediaMind. A division of DGWednesday, 26 Octob...
平均每年每户美国家庭        观看的有线频道:	                             18个                            © 2011 MediaMind. A division of DGW...
86%                 的现有频道从未                           被观看过                            频道浏览已经                              ...
“电视产业…很大程度上损害了这个行业内的创新。             改变这⼀一状况的唯⼀一出路就是,从头开始,撕烂这个盒子,             重新设计,以消费者想买的方式把产品呈现给他们”                      ...
每个月50英镑的巨大浪费 =                  消费者要“掐线”了                D-DAYWednesday, 26 October 11                              © 2011...
平均美国消费者                           5:09                                     © 2011 MediaMind. A division of DGWednesday, 26...
数字达人 平均                           3:30                           网络0:49 | 移动设备 0:20                           “线路清理者” vs “...
CN                                © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
TV combined with onlines targeting and measurement capabilities.    正确的广告	  正确的时间                                         ...
© 2011 MediaMind. A division of DGWednesday, 26 October 11
品牌营销	  对阵	  直复营销	  为你的$$$而战                                       lic ks                                      c           ...
90’s                           设计师 vs 程序员                                        © 2011 MediaMind. A division of DGWednesd...
当 心                                 © 2011 MediaMind. A division of DGWednesday, 26 October 11
假定                           的观众统计                                   © 2011 MediaMind. A division of DGWednesday, 26 Octob...
精确                           的观众统计                           ))                            )Wednesday, 26 October 11      ...
2010	  US	  Ad	  Spend	  in	  $Bn      2010年美国 广告投入,单位:10亿美元                          90                                  ...
2010	  US	  Ad	  Spend	  in	  $Bn      2010年美国 广告投入,单位:10亿美元                          90                                  ...
US	  internet	  Users	  (Millions)	        美国互联网用户(百万)                                                  0          75     ...
US	  internet	  Users	  (Millions)	        美国互联网用户(百万)                                                  0          75     ...
Global	  Ad	  Economy	  (Millions)/      全球广告经济(百万)                          600                                          ...
Global	  Ad	  Economy	  (Millions)/      全球广告经济(百万)                          600                            1/3           ...
80%                           的视频点播是通过电视购买者实现的                                         © 2011 MediaMind. A division of DGW...
直播中                                 © 2011 MediaMind. A division of DGWednesday, 26 October 11
线上                                © 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
© 2011 MediaMind. A division of DGWednesday, 26 October 11
演播室                                 © 2011 MediaMind. A division of DGWednesday, 26 October 11
Lot’s of opportunity for advertisers      广告主面临众多机遇                                            © 2011 MediaMind | A divisi...
Before we can make the most of this...      在我们充分利用这些机会之前                                               © 2011 MediaMind |...
...we (digital) have lots to sort out                           我们(数字化领域)还有好多需要搞清楚的东西                                     ...
...we (digital) have lots to sort out                           我们(数字化领域)还有好多需要搞清楚的东西                                     ...
来认识⼀一下Sally…                           跨 渠道数 字分析                                       © 2011 MediaMind | A division of DG...
Big	  Retail	  Brand,	  Dabbles	  in	  Digital/      知名零售品牌,涉足数字世界                                                        ...
Big	  Retail	  Brand,	  Dabbles	  in	  Digital/      知名零售品牌,涉足数字世界                                                        ...
“What	  is	  my	  ROI,	  or	  even	  my	  performance,	  across	  all	  these	  channels?”     Big	  Retail	  Brand,	  Dab...
Sally遇到了⼀一个小问题                           © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
Sally遇到了⼀一个小问题                           © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
Sally has a little issue…      Sally遇到了⼀一个小问题                                  © 2011 MediaMind | A division of DG | All r...
Right now, Sally has two possible options…      现在,Sally有两种可能的选择…                             orting          compile silo...
或者也许…  手动汇编 cookie层面  的数据和报         表      Ad Serving             Raw                           Platforms   Data          ...
Or maybe...                                                                                        ?      或者也许…           ...
And dare she think...      她竟然敢这样想…                                                   !                                   ...
But neither option is ideal for Sally.      但是对Sally而言,两个建议都不理想。                                               © 2011 Medi...
But neither option is ideal for Sally.      但是对Sally而言,两个建议都不理想。                                               © 2011 Medi...
If only...      假如…                           可视化分析工具                                             跨渠道报表                   ...
MediaMind                           Analytics Platform                           魅媒思分析平台/新                                ...
Easily Track Huge Variety of Campaigns      轻松监测大量广告项目                           Email               Affiliates           ...
Quick and Easy Access to Campaign Reports      项目报告	  快捷易得                                                  © 2011 MediaMi...
One Platform, Multiple Channels      单⼀一平台,多重渠道                                        © 2011 MediaMind | A division of DG...
One Platform, Multiple Channels      单⼀一平台,多重渠道                                        © 2011 MediaMind | A division of DG...
Quick and Easy Access to Campaign Reports      项目报告	  快捷易得                                                  © 2011 MediaMi...
Easily Drill Down into Data and Add Context      轻松溯源数据,添加上下文                                                    © 2011 Me...
Easily Drill Down into Data and Add Context      轻松溯源数据,添加上下文                                                    © 2011 Me...
Quickly Customize Reports      快速自定义报告                                 © 2011 MediaMind | A division of DG | All rights re...
Quickly Customize Reports      快速自定义报告                                 © 2011 MediaMind | A division of DG | All rights re...
Quickly Customize Reports      快速自定义报告                                 © 2011 MediaMind | A division of DG | All rights re...
Export Client Facing Reports Instantly      即时导出面向客户的报告                                               © 2011 MediaMind | A...
Export Client Facing Reports Instantly      即时导出面向客户的报告                                               © 2011 MediaMind | A...
“   接下来会怎样?                                                                          ”                                   ©...
1                               © 2011 MediaMind | A division of DG Inc. | rights reserved                                ...
谢谢!                               www.mediamind.com                                       dean.donaldson@mediamind.com    ...
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Media Convergence or Collision in China

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Looking at media convergence from a Chinese perspective and highlighting the impacts that will effect television as it crashes with digital transparency and social media...

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Media Convergence or Collision in China

  1. 1. 融合  还是  冲突 传统媒介与新兴科技的碰撞 @deandonaldson #ded2011 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  2. 2. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  3. 3. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  4. 4. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  5. 5. instant >> © 2011 MediaMind. A division of DGWednesday, 26 October 11
  6. 6. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  7. 7. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  8. 8. Wednesday, 26 October 11 66 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  9. 9. Tv Internet Blur “ 電視與電腦的區別愈來愈模糊, 我們可以從電腦下載電視節目,並且在任何時間都可 以觀賞,也就是說兩者是可以互相轉換的” Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web. © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc | All rights reservedWednesday, 26 October 11
  10. 10. brand buildingWednesday, 26 October 11 1: 5 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  11. 11. China Investment China • 420MM internet users • 227MM mobile internet users • Critical market for global brands • Q1 2011 New data center operational Sina tracking accredited © 2011 MediaMind. A division of DGWednesday, 26 October 11
  12. 12. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  13. 13. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  14. 14. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  15. 15. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  16. 16. 2015 年  全球移动电视 $264m © 2011 MediaMind. A division of DGWednesday, 26 October 11
  17. 17. Social Commerce TV @mediamind #ded2011 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  18. 18. Jakarta © 2011 MediaMind. A division of DGWednesday, 26 October 11
  19. 19. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  20. 20. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  21. 21. 按摩? © 2011 MediaMind. A division of DGWednesday, 26 October 11
  22. 22. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  23. 23. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  24. 24. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  25. 25. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  26. 26. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  27. 27. Wednesday, 26 October 11 30 © 2011 MediaMind. A division of DG
  28. 28. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  29. 29. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  30. 30. Wednesday, 26 October 11 3? 个屏幕 © 2011 MediaMind. A division of DG
  31. 31. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  32. 32. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  33. 33. 10 年 5年 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  34. 34. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  35. 35. time shift place shift 3:4  到16:9的屏幕比例 卫星有线  vs  本地 暂停  &  倒退 曲面到平面 频道数量 VHS-­‐DVD-­‐蓝光 尺寸翻倍 环绕音质 数字播放 从盒状到平板制式 数码录音 高清 只是又⼀一 个显示屏 10 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  36. 36. 电视是⼀一部地理。⼀一处地方。⼀一种功能。 它不仅仅是⼀一个在房间角落的盒子。 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  37. 37. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  38. 38. £1.19bn © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  39. 39. $100M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  40. 40. 154,000 76,000 THEATRE OF DREAMS © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  41. 41. 366k 63,000 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  42. 42. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  43. 43. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  44. 44. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  45. 45. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  46. 46. 934M 4 40 Google 844M | Facebook 500M © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  47. 47. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  48. 48. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  49. 49. 80%$1.9bn | 44% © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  50. 50. “ 电视用了50年建立 的观众群,社交媒 体仅用了5年 ” © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  51. 51. 控制 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  52. 52. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  53. 53. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  54. 54. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  55. 55. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  56. 56. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  57. 57. Xbox的力量 就在你掌心 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  58. 58. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  59. 59. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  60. 60. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  61. 61. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  62. 62. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  63. 63. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  64. 64. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  65. 65. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  66. 66. 2011 MOBi 最佳iPad 第⼀一个‘游戏化’的HTML5富媒体广告 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  67. 67. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  68. 68. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  69. 69. 2015年 15岁以下人群 会有50% 使用触屏产品 © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  70. 70. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  71. 71. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  72. 72. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  73. 73. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  74. 74. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  75. 75. 3D电视 2015Wednesday, 26 October 11 © 2011 MediaMind. A division of DG
  76. 76. 虚拟现实 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  77. 77. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  78. 78. 你‘介意’吗? © 2011 MediaMind. A division of DGWednesday, 26 October 11
  79. 79. 进化 内容  +  程序  +  广告 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  80. 80. 猩球崛起 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  81. 81. 应用程序。 在你的电视上。智能电视。 smart TVWednesday, 26 October 11 © 2011 MediaMind. A division of DG
  82. 82. 消费者重置 手机: 12-18个月 笔记本电脑: 3-4年 电视机:7-10年 6个月Wednesday, 26 October 11 © 2011 MediaMind. A division of DG
  83. 83. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  84. 84. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  85. 85. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  86. 86. Online. Mobile. Out of Home. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  87. 87. 平均每年每户美国家庭 接收到的有线频道 130个 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  88. 88. 平均每年每户美国家庭 观看的有线频道:   18个 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  89. 89. 86% 的现有频道从未 被观看过 频道浏览已经 死亡! © 2011 MediaMind. A division of DGWednesday, 26 October 11
  90. 90. “电视产业…很大程度上损害了这个行业内的创新。 改变这⼀一状况的唯⼀一出路就是,从头开始,撕烂这个盒子, 重新设计,以消费者想买的方式把产品呈现给他们” Steve Jobs,全部数字化会议,2010年7月 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  91. 91. 每个月50英镑的巨大浪费 = 消费者要“掐线”了 D-DAYWednesday, 26 October 11 © 2011 MediaMind. A division of DG
  92. 92. 平均美国消费者 5:09 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  93. 93. 数字达人 平均 3:30 网络0:49 | 移动设备 0:20 “线路清理者” vs “线路绝交者” © 2011 MediaMind. A division of DGWednesday, 26 October 11
  94. 94. CN © 2011 MediaMind. A division of DGWednesday, 26 October 11
  95. 95. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  96. 96. TV combined with onlines targeting and measurement capabilities. 正确的广告  正确的时间 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  97. 97. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  98. 98. 品牌营销  对阵  直复营销  为你的$$$而战 lic ks c © 2011 MediaMind. A division of DGWednesday, 26 October 11
  99. 99. 90’s 设计师 vs 程序员 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  100. 100. 当 心 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  101. 101. 假定 的观众统计 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  102. 102. 精确 的观众统计 )) )Wednesday, 26 October 11 $ © 2011 MediaMind. A division of DG
  103. 103. 2010  US  Ad  Spend  in  $Bn 2010年美国 广告投入,单位:10亿美元 90 x1.2 84 68 70 45 x2 50 23 26 0 1 Mobile x3 Online 3 TV 2010 Mobile Online TV 2015 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  104. 104. 2010  US  Ad  Spend  in  $Bn 2010年美国 广告投入,单位:10亿美元 90 84 $500 68 70 45 50 23 bn 26 0 1 Mobile Online 3 TV 2010 Mobile Online TV 2015 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  105. 105. US  internet  Users  (Millions)   美国互联网用户(百万) 0 75 150 225 300 2010 87 158 232 2015 125 195 257 Watch TV online Watch video online Don’t watch video online 网上观看电视      网上观看视频      不在网上观看视频 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  106. 106. US  internet  Users  (Millions)   美国互联网用户(百万) 0 75 150 225 300 ~50% 2010 87 158 232 2015 125 195 257 Watch TV online Watch video online Don’t watch video online 网上观看电视      网上观看视频      不在网上观看视频 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  107. 107. Global  Ad  Economy  (Millions)/ 全球广告经济(百万) 600 382 450 370 300 150 0 130 196 2010 2015 Digital Non-Digital © 2011 MediaMind. A division of DGWednesday, 26 October 11
  108. 108. Global  Ad  Economy  (Millions)/ 全球广告经济(百万) 600 1/3 382 450 370 300 150 0 130 196 2010 2015 Digital Non-Digital © 2011 MediaMind. A division of DGWednesday, 26 October 11
  109. 109. 80% 的视频点播是通过电视购买者实现的 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  110. 110. 直播中 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  111. 111. 线上 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  112. 112. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  113. 113. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  114. 114. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  115. 115. 演播室 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  116. 116. Lot’s of opportunity for advertisers 广告主面临众多机遇 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  117. 117. Before we can make the most of this... 在我们充分利用这些机会之前 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  118. 118. ...we (digital) have lots to sort out 我们(数字化领域)还有好多需要搞清楚的东西 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  119. 119. ...we (digital) have lots to sort out 我们(数字化领域)还有好多需要搞清楚的东西 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  120. 120. 来认识⼀一下Sally… 跨 渠道数 字分析 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  121. 121. Big  Retail  Brand,  Dabbles  in  Digital/ 知名零售品牌,涉足数字世界 Search 1 Standard Ads © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  122. 122. Big  Retail  Brand,  Dabbles  in  Digital/ 知名零售品牌,涉足数字世界 Search 1 Standard Ads Rich Media Search 2 Affiliates In-Stream Search 3 Email Social © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  123. 123. “What  is  my  ROI,  or  even  my  performance,  across  all  these  channels?” Big  Retail  Brand,  Dabbles  in  Digital/ 知名零售品牌,涉足数字世界 “在所有这些渠道上,我的投资回报率是多少, 我的活动绩效又如何?” Search 1 Standard Ads Rich Media Search 2 Affiliates In-Stream Search 3 Email Social © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  124. 124. Sally遇到了⼀一个小问题 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  125. 125. Sally遇到了⼀一个小问题 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  126. 126. Sally has a little issue… Sally遇到了⼀一个小问题 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  127. 127. Right now, Sally has two possible options… 现在,Sally有两种可能的选择… orting compile silo’ed rep Manually 手动汇 编封闭分隔 的报表 Ad Serving Predefined Some Client Facing Platforms Reports Assumption Report © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  128. 128. 或者也许… 手动汇编 cookie层面 的数据和报 表 Ad Serving Raw Platforms Data © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  129. 129. Or maybe... ? 或者也许… ! ! ing and report evel data compile cookie-l cookie层面Manually 手动汇编 Data 的数据和报 表 Ad Serving Raw Cleansing Platforms Data Process Statistical Client Facing Analysis Report © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  130. 130. And dare she think... 她竟然敢这样想… ! !? gement company attribution mana 3rd party 三方归因 管理公司 第 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  131. 131. But neither option is ideal for Sally. 但是对Sally而言,两个建议都不理想。 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  132. 132. But neither option is ideal for Sally. 但是对Sally而言,两个建议都不理想。 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  133. 133. If only... 假如… 可视化分析工具 跨渠道报表 ▸ 轻松访问项目数据/ ▸ Easily access campaign data ▸ 更快地服务客户/ ▸ Service clients more quickly ▸ 提供更有效的项目优化及建议 ▸ Provide more insightful campaign optimisations and recommendations ▸ 更好管理客户的数字营销活动 ▸ Better manage clients’ digital activity © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  134. 134. MediaMind Analytics Platform 魅媒思分析平台/新 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  135. 135. Easily Track Huge Variety of Campaigns 轻松监测大量广告项目 Email Affiliates Standard Ads In-Stream Search 1 Rich Media Search 2 Social Search 3 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  136. 136. Quick and Easy Access to Campaign Reports 项目报告  快捷易得 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  137. 137. One Platform, Multiple Channels 单⼀一平台,多重渠道 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  138. 138. One Platform, Multiple Channels 单⼀一平台,多重渠道 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  139. 139. Quick and Easy Access to Campaign Reports 项目报告  快捷易得 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  140. 140. Easily Drill Down into Data and Add Context 轻松溯源数据,添加上下文 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  141. 141. Easily Drill Down into Data and Add Context 轻松溯源数据,添加上下文 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  142. 142. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  143. 143. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  144. 144. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  145. 145. Export Client Facing Reports Instantly 即时导出面向客户的报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  146. 146. Export Client Facing Reports Instantly 即时导出面向客户的报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  147. 147. “ 接下来会怎样? ” © 2011 MediaMind | A division of DG Inc. | rights reserved © 2010 MediaMind Technologies | All All rights reservedWednesday, 26 October 11
  148. 148. 1 © 2011 MediaMind | A division of DG Inc. | rights reserved © 2010 MediaMind Technologies | All All rights reservedWednesday, 26 October 11
  149. 149. 谢谢! www.mediamind.com dean.donaldson@mediamind.com 917.640.3095 @deandonaldson @mediamind @dgitnetwork © 2011 MediaMind. A division of DGWednesday, 26 October 11
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