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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...

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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  • 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. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 3. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 4. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 5. instant >> © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 6. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 7. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 8. Wednesday, 26 October 11 66 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  • 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. brand buildingWednesday, 26 October 11 1: 5 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  • 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. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 13. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 14. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 15. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 16. 2015 年  全球移动电视 $264m © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 17. Social Commerce TV @mediamind #ded2011 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 18. Jakarta © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 19. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 20. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 21. 按摩? © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 22. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 23. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 24. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 25. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 26. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 27. Wednesday, 26 October 11 30 © 2011 MediaMind. A division of DG
  • 28. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 29. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 30. Wednesday, 26 October 11 3? 个屏幕 © 2011 MediaMind. A division of DG
  • 31. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 32. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 33. 10 年 5年 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 34. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. 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. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 38. £1.19bn © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 39. $100M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 40. 154,000 76,000 THEATRE OF DREAMS © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 41. 366k 63,000 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 42. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 43. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 44. 330M © 2010 Eyeblaster. All rights reservedWednesday, 26 October 11
  • 45. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 46. 934M 4 40 Google 844M | Facebook 500M © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 47. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 48. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 49. 80%$1.9bn | 44% © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 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. 控制 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 52. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 53. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 54. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 55. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 56. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 57. Xbox的力量 就在你掌心 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 58. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 59. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 60. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 61. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 62. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 63. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 64. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 65. © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 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. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 68. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 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. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 71. © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 72. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 73. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 74. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 75. 3D电视 2015Wednesday, 26 October 11 © 2011 MediaMind. A division of DG
  • 76. 虚拟现实 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
  • 77. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 78. 你‘介意’吗? © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 79. 进化 内容  +  程序  +  广告 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 80. 猩球崛起 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. 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. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 84. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 85. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 86. Online. Mobile. Out of Home. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. 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. 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. “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. 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. 平均美国消费者 5:09 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. CN © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 95. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. 90’s 设计师 vs 程序员 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 100. 当 心 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 101. 假定 的观众统计 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 102. 精确 的观众统计 )) )Wednesday, 26 October 11 $ © 2011 MediaMind. A division of DG
  • 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. 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. 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. 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. 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. 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. 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. 直播中 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 111. 线上 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 112. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 113. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 114. © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 115. 演播室 © 2011 MediaMind. A division of DGWednesday, 26 October 11
  • 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. 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. ...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. ...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. 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. 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. 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. “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. Sally遇到了⼀一个小问题 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 125. Sally遇到了⼀一个小问题 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 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. 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. 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. 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. 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. 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. 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. 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. MediaMind Analytics Platform 魅媒思分析平台/新 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 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. 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. 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. 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. 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. 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. 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. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 143. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 144. Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
  • 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. 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. “ 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. 1 © 2011 MediaMind | A division of DG Inc. | rights reserved © 2010 MediaMind Technologies | All All rights reservedWednesday, 26 October 11
  • 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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