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 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

  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

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