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Temasek Polytechnic Advanced Media Marketing Management Geert Desager Marketing Manager  Microsoft Advertising 22 nd  of January 2009
Agenda ,[object Object],[object Object],[object Object]
 
 
“ We are not hanging out in  the same places anymore!” Source picture: http://www.flickr.com/photos/ale2000/2897608089/
Exploding Online Users in APAC Source:  www.internetworldstats.com  , May 2008
Still huge Potential in APAC Source: www.internetworldstats.com, May 2008
Exploding Online Users in APAC Source: www.internetworldstats.com, May 2008
Exploding Online Users in APAC Source: www.internetworldstats.com, May 2008
No. of hours spent on each medium per week Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Source: Synovate AsiaBUS Survey June/July 2007 Aged 25-34 Top/Middle Management University degree or above Executive Summary - Regional Magazines 3.0 hours  Internet 18.5 hours Radio 10.5 hours TV 16.9 hours Newspapers 4.2 hours Magazines 3.7 hours  Internet 20.8 hours Radio 10.6 hours TV 15.2 hours Newspapers 5.9 hours Magazines 4.2 hours  Internet 19.9 hours Radio 9.3 hours TV 14.8hours Newspapers 5.6 hours The Internet outperforms TV & print in time spent among key demographics
2007 Internet Ad Spend Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008
“ You are not  even listening!” Source picture: http://www.flickr.com/photos/lteagarden/2481657225/
Research shows that  65% of all marketing  spend in 2007 had  no effect on  consumers 70% of all asian marketers  are not tracking the effectiveness  of their spending Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report
“ It’s not genuine!”
“ Research shows that 86% of consumers no longer believe what brands say about themselves” “ Whereas 78% of consumers believe what  other consumers say about brands” Source: http://www.ketchum.com/food2020_news_release
Times they are a-changin’
Times they are a-changin’
Times they are a-changin’
Times they are a-changin’
Times they are a-changin’
Times they are a-changin’
Times they are a-changin’
[object Object],Thanks to www.martinlindstrom.com
...has played 5.000 hours of video games Thanks to www.martinlindstrom.com
...exchanged 250.000 emails, instant and SMS messages... Thanks to www.martinlindstrom.com
...10.000 hours of mobile phone usage... Thanks to www.martinlindstrom.com
...and has spent 3.500 hours of time online... Thanks to www.martinlindstrom.com
Channels 1,7 5,4
Today, the gaming industry is double the size of the movie industry. Thanks to www.martinlindstrom.com
Gamers mainly play during prime time TV. Next to gaming, the internet is the preferred medium, followed by television. Thanks to www.martinlindstrom.com
“ Halo 3 generated $170 million in sales “ The incredibles” reeled in $70 million (Both in one weekend) . Thanks to www.martinlindstrom.com
Everquest has 2.2 million members (spending 28 hours per week). Thanks to www.martinlindstrom.com
Animal crossing gets 5.000 new users a day. Thanks to www.martinlindstrom.com
86 million adults are currently playing computer games. Source: Businessweek, October 2006 & Thanks to www.martinlindstrom.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Youngster “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2007
Creativity is the key to consumer engagement
 
 
 
 
The world’s longest ad!
 
 
 
 
 
 
In Progress Games
 
 
 
 
Case Study: Guinness Singapore
Campaign Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated User Journey Regional Digital Media PR On Trade ATL www.Guinness9balltour.com G9BT MSN Pool Game Mini-Site WL Messenger Pack  MSN Homepage OTP MSN Feature Offer eDM WL Hotmail – Super Banners, skyscrapers ,  Link to G9BT MSN Pool Game Launch mini-site User Invite Friends to play on MSN Messenger Regional media buy is applicable to: Malaysia, Singapore and Indonesia ONLY
MSN Mechanism for Guinness Guinness Pool Challenge Site that promotes Windows Live Messenger Game Guinness Pool Challenge Site Hotmail – Showcase, Super Banner & Skyscraper MSN SG Home Page – Expandable showcase Windows Live Messenger – Expandable Half Banner, Today Mini Showcase, Webcam Showcase & Conversation Window Textlink
Windows Live Messenger Game
Messenger TV
Live agents
IM: talktofrankbot@hotmail.co.uk
 
2d dynamic imagery
2d dynamic imagery
 
 
 
 
 
 
Desperate Housewives Screenshots
Surface
Surface
Beyond the browser ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The future of TV and widgets
Change ,[object Object],[object Object],[object Object],[object Object],[object Object],Picture source: http://www.boston.com/bigpicture/2008/11/the_next_president_of_the_unit.html
Picture source: http://www.freelanceadvisor.co.uk/wp-content/uploads/2008/11/jump-on-the-social-media-bandwagon.jpg
Yesterday the BBC decided what you watched, today you decide, tomorrow your friends will decide! Anthony Rose, Head of Digital at the BBC
When did we start trusting strangers? Volume of Recommendation PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Church, state, monarchy dictate the agenda Professional media dictate Consumers  dictate Universal McCann: September 2008
When did we start trusting strangers? PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker  Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site  Comments on blogs Comments on websites Viral emails  Wish lists Ratings on retail sites Reviews on retail sites Auction websites  Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker  Phone call Talk face to face Phone call SMS Email Instant Messenger  Talk face to face Talk to shop worker  Consumer influence channels Universal McCann: September 2008
“ Your digital life is growing out of control. Focus on what you care for” Tariq Krim, CEO Netvibes Picture source: http://www.flickr.com/photos/lisamac/213744007/
 
 
Web gadgets
Most popular
Mobile widgets
Most popular
Physical widget station
CONVERGENCE OF DEVICES
Convergence of devices
 
 
 
 
 
Convergence of media formats
Is it a newspaper? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation
Is it a blog? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation
Is it a magazine? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation
Is it radio? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation
Is it TV? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation
[object Object],[object Object],Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation Picture: http://www.flickr.com/photos/ecstaticist/1456404353/
LET’S LOOK AT ONLINE VIDEO
It’s getting crowded
 
IPTV
Similar models
Aggregators of streaming video
Picture source: http://www.flickr.com/photos/10509725@N06/2647520133/
BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing
even though with only 6 million hits in September, Hulu is expected to generate to $70m.
 
 
 
 
Messenger TV
 
Netflix on Xbox
 
WHAT ARE PEOPLE  WATCHING? Picture source: http://www.flickr.com/photos/eqqman/76159452/
TV Viewership is From Mars, Social Interactions are From Venus  ,[object Object],Source: http://mashable.com/2008/10/28/tv-viewership-vs-online/
Measuring the social http://www.socialsights.com/post/56628872/measuring-the-social-tv
Picture: http://www.flickr.com/photos/cv47al/189316598/
[object Object],[object Object],http://www.slideshare.net/tomhimpe/the-new-roles-for-digital-presentation/ Picture: http://www.flickr.com/photos/paleishmael/2069947240/
WHERE IS THE MONEY? Picture Source: http://www.flickr.com/photos/minchki/2811335149/
[object Object]
Where is the money?
 
Screens and Teens ,[object Object],[object Object],[object Object],http://www.ypulse.com/ypulse-marketing-mashup-east-engaging-viewers-through-multiple-screens/
 
 
 
 
Picture: http://www.flickr.com/photos/18318824@N00/99805321/
Piracy  ,[object Object]
Picture: http://www.hiyaablog.com/uploaded_images/lessig-754481.jpg
THANK YOU ,[object Object],[object Object]

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Temasek Polytechnic January 2009