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Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
Active vs passive media
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Active vs passive media

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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

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