Cinema Marketing Online Trends New Zealand


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New Zealand perspective of changing media consumption, online marketing and behaviour trends and their impact on cinema and film marketing.

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Cinema Marketing Online Trends New Zealand

  1. 1. The Next Wave of Online TrendsMedia Consumption, Video & Social MediaLee<br />
  2. 2. Internet Access over Time<br />More time, more spending<br />Approximately 45% of the population shop online<br />NZ$738 million online Christmas 2008 Q4, a massive increase<br />from $438m the previous Christmas.<br />Source: Nielsen Online Retail Monitor<br />Avg. weekly usage is over 13 hours<br />87% have access to the Internet<br />61% of people home broadband<br />Source: Nielsen Panorama Survey (January - December 2008) <br />Base for Access to Internet: All people 10+ (3,645,000)<br />Base for Access to Broadband: People with Internet access from home (2,711,000)<br />
  3. 3. Media Consumption / Spending<br />Advertising is following the consumption change<br />Online 8.3% of all adspend in 2008*<br />Online to exceed 10%, $200m for 2009 **<br />NZ Online exceeds billboard, cinema, likely to overtake magazines 2010<br />Traditional mediums losing audience / closing<br />1 in 2 US Newspapers closed<br />Source <br />*ASA Annual Advertising Report 2008<br />** IAB PWC Quarterly Report Q2 2009 <br />***NZTBC<br />
  4. 4. People Are into Video / Social<br />Watching video online and social media both more popular than email.<br />Getting close to search!<br />
  5. 5. Film Goers Research Online<br />
  6. 6. Online Video<br />
  7. 7. Online Video<br /><ul><li>In Europe / USA c70% of online users view over 80 video clips per month.
  8. 8. August 09, Americans watched 21 bn videos online.
  9. 9. NZ Nielsen research reports 68% of kiwis watch online video
  10. 10. Fasted growing advertising medium in most world markets*
  11. 11. Hulu now number 2 video site</li></ul>*Interactive Advertising Bureau (IAB), Forrester, and Emarketer<br />
  12. 12. Social Media<br />Social Media<br />
  13. 13. Social Media<br />Social media is everywhere in every market with every demographic<br />Review sites<br />Social media sites<br />Video sites<br />Chatter <br />Editorial commenting<br />Sharing<br />‘People have a voice’ – open or anomonyous – their opinion counts<br />From Voyeurs to Voices<br />
  14. 14. Social Media Reality <br />This is the modern form of<br />Word of Mouth marketing <br />Fanclubs<br />The ‘Customer Database’<br />Your audience is simply less likely to be viewing your traditional media marketing. reading your email or newsletters.<br />Increasingly likely to be following you on Twitter, Facebook, Blog feed,<br />Larry King has more Twitter followers than US CNN viewers of his show.<br />
  15. 15. Social Media & Movies<br />Success<br />Paranormal Activity<br />Social media led<br />Filmriot<br />‘Demand It’<br /><br />
  16. 16. Social Media - Wine<br />EXAMPLES<br />#2 In the number two slot is Teusner Wine (Barossa, Australia) with 4828 followers, a ratio of .91, and 1536 tweets<br />Locally Bird Wines 1000+followers<br />What to Tweet ?<br />Winery News = Top choice at 97.1%<br />New Product releases = 67.6%<br />Harvest news = 61.8%<br />Wine Industry News = 58.8%<br />Awards = 50%<br />Tasting Notes = 47.1%<br />Blog = 47.1%<br />Questions of the Day = 11.8%<br />New varietals = 26.5%<br />Other = 44.1%<br />Source : 34 of the top 50 Vineyard Twitters – Aug 09<br />WHY<br />It has driven more business to our website = 64.3%<br />It has helped to drive incremental sales of our products in our tasting room = 35.7%<br />It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 46.4%<br />
  17. 17. Summary<br />NEW level of Internet is here, ad dollars are following.<br />Media consumption is dramatically changing<br />Internet Video fastest growing part of the internet<br />Social media becoming ubiquitous communication tool<br />Adapting your communications and marketing mix to get competitive advantage<br />