Active vs passive media
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This document discusses changes in media consumption and advertising trends. It shows that television remains the largest segment of advertising spending but its share is declining as new platforms like internet and mobile emerge. Graphs show newspapers, magazines, and radio are also losing share to digital platforms. The document also examines how consumers are using tablets both for passive leisure activities like watching TV, as well as more active engagement like shopping online. It argues marketers need to integrate paid, owned, and earned media across platforms to reach converging audiences that move fluidly between devices.
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Active vs passive media
- 1. © Justin McCarthy, TBWAHunt Lascaris Durban
- 5. engaged
- 6. Once upon a time… …life was simple
- 7. Along came Tim Berners-Lee
- 9. Who’s getting what share of the advertising cake?
- 11. 62,8% 19,5% 8,0% 5,2% 2,3% 1,9% 0,3% Television Newspapers Magazines Radio Outdoor Internet Cinema
- 18. { Source: Enders Analysis May 2013 }
- 19. { Source: Enders Analysis May 2013 }
- 20. { Source: Enders Analysis May 2013 }
- 21. { Source: Enders Analysis May 2013 }
- 22. Smartphones mean technology and mobile worlds merge Internet and media being dragged along Tablets accelerate that change
- 23. LEAN BACK 2.0
- 24. Tablet is the first lean forward, lean back device
- 25. Market Size BigSmall Demographic Mass Media Elite Media Mass Intelligence { Source: Ledbury Research/ The Economist }
- 26. % respondents using tablets while… [ Source: Pew Research – The Economist 2011 ]
- 28. 34 41 43 52 59 0 20 40 60 Watch TV Use my smartphone Use my PC Listen to the radio Read a paper book Read a paper book Use my PC Listen to radio Use my smartphone Watch TV I spend more time daily on my tablet than: [ Source: US AdMob Survey 2011 ]
- 29. 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 Locator Price check Retail research Product review Shopping list Mobile coupon eTail purchase Payment SM comment Write review Tablet Smartphone NO 21% YES 79% Have done Mobile Shopping
- 30. Paid Media Owned Media Earned Media Promoted Brand Content Shared Brand Content Sponsored Brand Content Converged Media Earned Media
- 34. Analogue TV Print0 10 20 30 40 50 60 70 80 1900 1920 1940 1960 1980 2000 2020 Internet Digital TV Gaming Mobile Outdoor Digital Radio Cinema Analogue TV Print Analogue Radio Global media consumption: ave hours per week [ Source: Carat Global Nov 2011 ]
- 35. Paid + owned + earned = converged Converged = rich territory Consumers distinguishing less and less; marketers more and more Marketers must develop expertise and scale in E&O
- 36. Lean in and lean back in rhythm with your audience Don’t do it in silos Don’t confuse the device with the medium! 90% spending, 10% learning
- 37. Happy converging © Justin McCarthy, TBWAHunt Lascaris Durban