Media Convergence or Collision in China
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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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    Media Convergence or Collision in China Media Convergence or Collision in China Presentation Transcript

    • 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
    • © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • 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 rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
    • 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
    • brand buildingWednesday, 26 October 11 1: 5 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
    • 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
    • © 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 MediaMind. A division of DG
    • © 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 October 11
    • © 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 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
    • 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
    • © 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 October 11
    • 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
    • © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • 80%$1.9bn | 44% © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • “ 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
    • 控制 © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 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
    • 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 11
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • © 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 October 11
    • © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • 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
    • © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • © 2010 MediaMind Technologies Inc | All rights reserved © 2010 MediaMind Technologies Inc. | All rights reservedWednesday, 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
    • 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 MediaMind Technologies Inc. | All rights reservedWednesday, 26 October 11
    • © 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 October 11
    • 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 of DG
    • 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
    • © 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 DGWednesday, 26 October 11
    • 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
    • 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
    • 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
    • “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
    • 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
    • 平均美国消费者 5:09 © 2011 MediaMind. A division of DGWednesday, 26 October 11
    • 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
    • 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
    • © 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 © 2011 MediaMind. A division of DGWednesday, 26 October 11
    • 90’s 设计师 vs 程序员 © 2011 MediaMind. A division of DGWednesday, 26 October 11
    • 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 October 11
    • 精确 的观众统计 )) )Wednesday, 26 October 11 $ © 2011 MediaMind. A division of DG
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 division of DG | All rights reservedWednesday, 26 October 11
    • 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
    • ...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
    • ...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
    • 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
    • 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
    • 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
    • “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
    • 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 rights reservedWednesday, 26 October 11
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • MediaMind Analytics Platform 魅媒思分析平台/新 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
    • Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
    • Quickly Customize Reports 快速自定义报告 © 2011 MediaMind | A division of DG | All rights reservedWednesday, 26 October 11
    • 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
    • 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
    • “ 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
    • 1 © 2011 MediaMind | A division of DG Inc. | rights reserved © 2010 MediaMind Technologies | All All rights reservedWednesday, 26 October 11
    • 谢谢! www.mediamind.com dean.donaldson@mediamind.com 917.640.3095 @deandonaldson @mediamind @dgitnetwork © 2011 MediaMind. A division of DGWednesday, 26 October 11