Small is the New Big
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Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with people. This presentation was given for Germany's Art Directors Club (ADC) "Young ...

Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with people. This presentation was given for Germany's Art Directors Club (ADC) "Young Masters Seminar". The audience was relatively new to the digital space and had around 2-4 years of professional experience.

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Small is the New Big Presentation Transcript

  • 1. Small is the New Big Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with consumers people. ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett
  • 2. “ Brands today cannot be sustained by what in the past has been called advertising… everything a brand does that connects to the consumer is media. Lee Clow TBWA Chiat/Day © Jeremy Abbett
  • 3. Profound shifts in consumer behavior, technology and media © Jeremy Abbett
  • 4. Profound shift in consumer behavior © Jeremy Abbett
  • 5. Baby Boomers vs. Millennials Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett
  • 6. Defining Values Individual Fixed social groups Pessimists Critical Private Hierarchical Ordered Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett
  • 7. Defining Values Individual Social Fixed social groups Flexible social groups Pessimists Optimists Critical Accepting Private Sharing Hierarchical Flat Ordered Reject borders Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett via Zeus Jones
  • 8. © Jeremy Abbett
  • 9. © Jeremy Abbett
  • 10. Consumer behaviour is now about active participation and not passive consumption © Jeremy Abbett
  • 11. Profound shift in technology © Jeremy Abbett
  • 12. Four Eras of Computing © Jeremy Abbett
  • 13. Mainframe Era, 1960 © Jeremy Abbett
  • 14. Personal Computer Era, 1980 © Jeremy Abbett
  • 15. Mobility Era, 2000 © Jeremy Abbett
  • 16. Ubiquity Era, 2020+ © Jeremy Abbett
  • 17. Four Eras of Computing © Jeremy Abbett
  • 18. Moore’s Law Moore's Law describes an important trend in the history of computer hardware: that the number of transistors that can be inexpensively placed on an integrated circuit is increasing exponentially, doubling approximately every two years. © Jeremy Abbett
  • 19. As price falls processing power rises © Jeremy Abbett
  • 20. © Jeremy Abbett
  • 21. © Jeremy Abbett
  • 22. Depicts 426,000 cell phones, equal to the number of cell phones retired in the US every day. © Jeremy Abbett
  • 23. Communications technologies historically have had broad appeal for consumers © Jeremy Abbett
  • 24. © Jeremy Abbett
  • 25. “ The most human our thing about us is technology. Marshall McLuhan © Jeremy Abbett
  • 26. As the price-barrier to technology falls so does the barrier to entry. © Jeremy Abbett
  • 27. Profound shift in media © Jeremy Abbett
  • 28. © Jeremy Abbett
  • 29. Top 10 Advertisers in Traditional Media © Jeremy Abbett
  • 30. The periodical planted the seeds of democracy © Jeremy Abbett
  • 31. Radio created a celebrity-oriented society © Jeremy Abbett
  • 32. Television homogenized the culture © Jeremy Abbett
  • 33. © Jeremy Abbett
  • 34. © Jeremy Abbett
  • 35. Profound Shift in Media Web Media Radio Television Descending Media Ascending Media Mobile Digital Media OOH Print © Jeremy Abbett
  • 36. Information is no longer an object that has to be transported © Jeremy Abbett
  • 37. A fundamental shift in publishing © Jeremy Abbett
  • 38. A fundamental shift in radio © Jeremy Abbett
  • 39. A fundamental shift in broadcasting © Jeremy Abbett
  • 40. “ Technology is away shifting power from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. Rupert Murdoch Wired, July 2006 © Jeremy Abbett
  • 41. Media is now a triathlon: consume, produce and share © Jeremy Abbett
  • 42. Profound shifts: 1. Consumer behavior is about active participation 2. The barrier to technology is falling 3. Media is a triathlon: consume, produce and share © Jeremy Abbett
  • 43. The Rise of Micro © Jeremy Abbett
  • 44. Profound shift in consumer behavior People want to actively participate © Jeremy Abbett
  • 45. If someone searches for you on the Web and comes up empty-handed, do you exist? © Jeremy Abbett
  • 46. Distributed Identity “ Online identity is a distributed construct, with different - elements - professional, personal, different interests, etc. represented in different ways on different platforms. - F. Yakob © Jeremy Abbett
  • 47. © Jeremy Abbett
  • 48. jeremy.abbett.net © Jeremy Abbett
  • 49. www.facebook.com © Jeremy Abbett
  • 50. www.twitter.com/jeremytai © Jeremy Abbett
  • 51. www.youtube.com/user/jeremytai © Jeremy Abbett
  • 52. jeremytai.muxtape.com © Jeremy Abbett
  • 53. www.barackobama.com © Jeremy Abbett
  • 54. www.modernista.com © Jeremy Abbett
  • 55. © Jeremy Abbett
  • 56. © Jeremy Abbett
  • 57. © Jeremy Abbett
  • 58. Profound shift in technology Accessibility is no longer an issue © Jeremy Abbett
  • 59. Software and Hardware © Jeremy Abbett
  • 60. www.popurls.com © Jeremy Abbett
  • 61. pipes.yahoo.com © Jeremy Abbett
  • 62. maps.google.com © Jeremy Abbett
  • 63. www.friendfeed.com/jeremytai © Jeremy Abbett
  • 64. www.proce55ing.net © Jeremy Abbett
  • 65. BBC Olinda © Jeremy Abbett
  • 66. CityWall © Jeremy Abbett
  • 67. I Want You To Want Me © Jeremy Abbett
  • 68. Profound shift in media Open for everyone © Jeremy Abbett
  • 69. Brands that choose to do more than banners realize that they are starting a relationship. © Jeremy Abbett
  • 70. www.twitter.com/comcastcares © Jeremy Abbett
  • 71. www.twitter.com/southwestair © Jeremy Abbett
  • 72. www.twitter.com/zappos © Jeremy Abbett
  • 73. twitter.zappos.com © Jeremy Abbett
  • 74. live.yahoo.com © Jeremy Abbett
  • 75. www.qik.com/truthdaredoubledare © Jeremy Abbett
  • 76. “Interesting things happen along borders - transitions - not in the middle where everything is the same.” Neal Stephenson “Snow Crash” © Jeremy Abbett
  • 77. Interesting Early Majority Late Majority 34% 34% Early Adopters 13.5% Innovators Laggards 2.5% 16% Time Adoption cycle of products and services. Distribution of different types of people. © Jeremy Abbett
  • 78. The Rise of Micro 1.People will participate if it’s built-in 2.Developing technology is becoming easier 3.Media creation is a part of our daily lives © Jeremy Abbett
  • 79. “ The best way to predict the future is to invent it. Dr. Alan Kay Computer Scientist © Jeremy Abbett
  • 80. 1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
  • 81. 1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
  • 82. 1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
  • 83. 1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
  • 84. Thank You © Jeremy Abbett http://jeremy.abbett.net
  • 85. Bibliography/Sources You have 30 minutes/day http://friendfeed.com/jeremytai http://www.popurls.com http://marketing.alltop.com/ You have more than 30 minutes/day © Jeremy Abbett
  • 86. Bibliography/Sources 2. http://www.flickr.com/ 3. http:// 4. http://www.facebook.com/ photos/ www.edwardhann.co.uk/ event.php?eid=11999072270 14565640@N06/1581003185/ images/idp/top.jpg 5. http://www.flickr.com/ 10. http://www.flickr.com/ 11. http://www.flickr.com/ photos/ photos/ photos/jeremytai/1841475339 23065375@N05/2235529346/ aliciaenelpaisdelasmaravillas/ http://thecobrasnake.com/ 2293715229/ © Jeremy Abbett partyphotos/tonedef/ tonedef095.html
  • 87. Bibliography/Sources 15. http://www.flickr.com/ 13. http://www.flickr.com/ 14. http://www.flickr.com/ photos/kowitz/847992535/ photos/cote/54408562/ photos/puckman/247365323/ 20. http:// 16. http://citywall.org/pages/ 19. http:// www.chrisjordan.com/ about www.applematters.com/article/ current_set2.php how_much_cheaper_is_the_ipod _going_to_get/ © Jeremy Abbett
  • 88. Bibliography/Sources 25. http:// 26. http://www.flickr.com/ 27. http://www.banksy.co.uk/ www.collectionscanada.gc.ca/ photos/venky7/2157804173/ outdoors/images/landscapes/ innis-mcluhan/index-f.html rats/solittletosay.jpg 36. http://www.flickr.com/ 37. http://www.flickr.com/ 38. http://www.flickr.com/ photos/stewart/461099066/ photos/redjar/114152524/ photos/styrheim/370695350// http://www.flickr.com/photos/ tartanpodcast/150237767/ © Jeremy Abbett
  • 89. Bibliography/Sources 39. http://www.flickr.com/ 40. http://www.wired.com/ 41. http://www.flickr.com/ photos/creepysleepy/ wired/archive/14.07/ photos/ 2189869670/ murdoch_pr.html 8622063@N04/2111663455/ http://www.flickr.com/photos/ jahlovely/2359408507/ 43. http://toxi.co.uk/blog/ 48. http://www.flickr.com/ 109.. http:// 2007/04/breaking-silence-audi- photos/anyaka/638853314/ www.kyotoprize.org/ tt-new-shoots.htm prizewinners_2004.htm © Jeremy Abbett
  • 90. Bibliography/Sources 110.. http://www.flickr.com/ 111.. http://www.flickr.com/ 112.. http://www.flickr.com/ photos/malota/350658762/in/ photos/bs/2140429230/ photos/ photostream/ 8622063@N04/2111663455/ ap your precia h ow tio S n Click hereh 114. http:// wklondon.typepad.com/ welcome_to_optimism/ 2006/07/fail_harder.html © Jeremy Abbett