Small is the New Big

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

“ 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

Profound shifts in consumer behavior, technology and media © Jeremy Abbett

Profound shift in consumer behavior © Jeremy Abbett

Baby Boomers vs. Millennials Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett

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

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

Consumer behaviour is now about active participation and not passive consumption © Jeremy Abbett

Profound shift in technology © Jeremy Abbett

Four Eras of Computing © Jeremy Abbett

Mainframe Era, 1960 © Jeremy Abbett

Personal Computer Era, 1980 © Jeremy Abbett

Mobility Era, 2000 © Jeremy Abbett

Ubiquity Era, 2020+ © Jeremy Abbett

Four Eras of Computing © Jeremy Abbett

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

As price falls processing power rises © Jeremy Abbett

Depicts 426,000 cell phones, equal to the number of cell phones retired in the US every day. © Jeremy Abbett

Communications technologies historically have had broad appeal for consumers © Jeremy Abbett

“ The most human our thing about us is technology. Marshall McLuhan © Jeremy Abbett

As the price-barrier to technology falls so does the barrier to entry. © Jeremy Abbett

Profound shift in media © Jeremy Abbett

Top 10 Advertisers in Traditional Media © Jeremy Abbett

The periodical planted the seeds of democracy © Jeremy Abbett

Radio created a celebrity-oriented society © Jeremy Abbett

Television homogenized the culture © Jeremy Abbett

Profound Shift in Media Web Media Radio Television Descending Media Ascending Media Mobile Digital Media OOH Print © Jeremy Abbett

Information is no longer an object that has to be transported © Jeremy Abbett

A fundamental shift in publishing © Jeremy Abbett

A fundamental shift in radio © Jeremy Abbett

A fundamental shift in broadcasting © Jeremy Abbett

“ 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

Media is now a triathlon: consume, produce and share © Jeremy Abbett

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

The Rise of Micro © Jeremy Abbett

Profound shift in consumer behavior People want to actively participate © Jeremy Abbett

If someone searches for you on the Web and comes up empty-handed, do you exist? © Jeremy Abbett

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

jeremy.abbett.net © Jeremy Abbett

www.facebook.com © Jeremy Abbett

www.twitter.com/jeremytai © Jeremy Abbett

www.youtube.com/user/jeremytai © Jeremy Abbett

jeremytai.muxtape.com © Jeremy Abbett

www.barackobama.com © Jeremy Abbett

www.modernista.com © Jeremy Abbett

Profound shift in technology Accessibility is no longer an issue © Jeremy Abbett

Software and Hardware © Jeremy Abbett

www.popurls.com © Jeremy Abbett

pipes.yahoo.com © Jeremy Abbett

maps.google.com © Jeremy Abbett

www.friendfeed.com/jeremytai © Jeremy Abbett

www.proce55ing.net © Jeremy Abbett

“Interesting things happen along borders - transitions - not in the middle where everything is the same.” Neal Stephenson “Snow Crash” © Jeremy Abbett

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

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

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

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

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

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

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

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

Small is the New Big

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