Active vs passive media

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Active vs passive media

  1. 1. © Justin McCarthy, TBWAHunt Lascaris Durban
  2. 2. Lean inLean back
  3. 3. non-selectivecognitivefacelesshabitualinfluencerationaldisengagedinvolvedalertdialoguepassiveactiveutilityuniformconsciousinvoluntary
  4. 4. engaged
  5. 5. Once upon a time……life was simple
  6. 6. Along came Tim Berners-Lee
  7. 7. Who’s getting what share of the advertising cake?
  8. 8. 62,8%19,5%8,0%5,2%2,3%1,9% 0,3%TelevisionNewspapersMagazinesRadioOutdoorInternetCinema
  9. 9. DailiesWkndCommunity NewsMagsT&TTVRadioCinemaOOHDMInternet46,2%14,7%11,5%4,6%6,2%5,6%2,6%5,4%
  10. 10. DailiesWKNDCommMagsT&TTelevisionRadioCinemaOOHDMInternet200220082012
  11. 11. 0%5%10%15%20%25%30%35%40%45%50%200220082012
  12. 12. { Source: Enders Analysis May 2013 }
  13. 13. { Source: Enders Analysis May 2013 }
  14. 14. { Source: Enders Analysis May 2013 }
  15. 15. { Source: Enders Analysis May 2013 }
  16. 16.  Smartphones mean technology andmobile worlds merge Internet and media being draggedalong Tablets accelerate that change
  17. 17. LEAN BACK 2.0
  18. 18. Tablet is the first lean forward,lean back device
  19. 19. Market Size BigSmallDemographicMassMediaEliteMediaMassIntelligence{ Source: Ledbury Research/ The Economist }
  20. 20. % respondents using tablets while…[ Source: Pew Research – The Economist 2011 ]
  21. 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. 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. 23. Paid Media Owned MediaEarned MediaPromotedBrand ContentShared BrandContentSponsoredBrand ContentConvergedMediaEarned Media
  24. 24. Entire AudienceSpectatorPlayerActiveMinority
  25. 25. Take a lookSpectatorPlayerConsumeReadReferenceShareRateCommentPropose
  26. 26. Take a lookDistractionParticipationConsumeReadReferenceShareRateCommentProposeActiveconsumptionInvolvement
  27. 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. 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. 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. 30. Happy converging© Justin McCarthy, TBWAHunt Lascaris Durban

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