Active vs passive media
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Active vs passive media

on

  • 1,034 views

 

Statistics

Views

Total Views
1,034
Views on SlideShare
1,034
Embed Views
0

Actions

Likes
2
Downloads
15
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Active vs passive media Presentation Transcript

  • 1. © Justin McCarthy, TBWAHunt Lascaris Durban
  • 2. Lean inLean back
  • 3. non-selectivecognitivefacelesshabitualinfluencerationaldisengagedinvolvedalertdialoguepassiveactiveutilityuniformconsciousinvoluntary
  • 4. engaged
  • 5. Once upon a time……life was simple
  • 6. Along came Tim Berners-Lee
  • 7. Who’s getting what share of the advertising cake?
  • 8. 62,8%19,5%8,0%5,2%2,3%1,9% 0,3%TelevisionNewspapersMagazinesRadioOutdoorInternetCinema
  • 9. DailiesWkndCommunity NewsMagsT&TTVRadioCinemaOOHDMInternet46,2%14,7%11,5%4,6%6,2%5,6%2,6%5,4%
  • 10. DailiesWKNDCommMagsT&TTelevisionRadioCinemaOOHDMInternet200220082012
  • 11. 0%5%10%15%20%25%30%35%40%45%50%200220082012
  • 12. { Source: Enders Analysis May 2013 }
  • 13. { Source: Enders Analysis May 2013 }
  • 14. { Source: Enders Analysis May 2013 }
  • 15. { Source: Enders Analysis May 2013 }
  • 16.  Smartphones mean technology andmobile worlds merge Internet and media being draggedalong Tablets accelerate that change
  • 17. LEAN BACK 2.0
  • 18. Tablet is the first lean forward,lean back device
  • 19. Market Size BigSmallDemographicMassMediaEliteMediaMassIntelligence{ Source: Ledbury Research/ The Economist }
  • 20. % respondents using tablets while…[ Source: Pew Research – The Economist 2011 ]
  • 21. 34414352590 20 40 60Watch TVUse my smartphoneUse my PCListen to the radioRead a paper book Read a paper bookUse my PCListen to radioUse my smartphoneWatch TVI spend more time dailyon my tablet than:[ Source: US AdMob Survey 2011 ]
  • 22. 73%62%57%45%42%36%29%27%23%11%42%52%66%56%16%11%42%28%25%22%0% 25% 50% 75%Store LocatorPrice checkRetail researchProduct reviewShopping listMobile couponeTail purchasePaymentSM commentWrite reviewTabletSmartphoneNO21%YES79%Have done MobileShopping
  • 23. Paid Media Owned MediaEarned MediaPromotedBrand ContentShared BrandContentSponsoredBrand ContentConvergedMediaEarned Media
  • 24. Entire AudienceSpectatorPlayerActiveMinority
  • 25. Take a lookSpectatorPlayerConsumeReadReferenceShareRateCommentPropose
  • 26. Take a lookDistractionParticipationConsumeReadReferenceShareRateCommentProposeActiveconsumptionInvolvement
  • 27. Analogue TVPrint010203040506070801900 1920 1940 1960 1980 2000 2020InternetDigital TVGamingMobileOutdoorDigital RadioCinemaAnalogue TVPrint Analogue RadioGlobal media consumption: ave hours per week[ Source: Carat Global Nov 2011 ]
  • 28.  Paid + owned + earned = converged Converged = rich territory Consumers distinguishing less and less;marketers more and more Marketers must develop expertise andscale in E&O
  • 29.  Lean in and lean back in rhythm withyour audience Don’t do it in silos Don’t confuse the device with themedium! 90% spending, 10% learning
  • 30. Happy converging© Justin McCarthy, TBWAHunt Lascaris Durban