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The Future of Digital

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  • 1. Digital Communications Revolution Drew Spencer Chief Strategy Officer Euro RSCG Riley 21 October 2009
  • 2. First... a look back
  • 3. “The best way to predict the future is to invent it.” - Alan Kay
  • 4. In 2000... “iPod” did not refer to a music player youtube was nonsense Wikipedia was brand new Facebook hadn’t even been dreamt of yet Source: Google Blog
  • 5. In 2009/2010... The internet will overtake TV as Europe’s most consumed form of media (Microsoft) Facebook garners 4% of all time spent online in Europe (#1 or #2 in 14/17 European countries) Mobile devices will become a major component of the internet Consumer products will have all kinds of sensors in them Devices will be able to discover and communicate with other devices Source: IAB UK
  • 6. What we will discuss... Relevance Analysis Search Video Social media Mobile
  • 7. It’s all about relevance
  • 8. But we can’t afford to do that! Source: IAB UK
  • 9. According to the IAB ★ Online advertising is the only medium showing growth in 2008 % Share of 2008 Revenues ★ Online’s share of the advertising market is Classified 19.2% (up nearly 4 points from 2007’s share 21.4% of 15.5%) ★ Online’s share of market is ahead of Press Display Paid for Search 59.3% ★ All online formats are experiencing growth ★ Display +7.7% ★ Classified +22.2% Display 19.0% ★ Paid for Search +22.7% Email 0.3% ★ Ad Networks accounted for 44% of display revenues ★ Recruitment leads the market (23.8%) ★ 20% of all advertising budgets are spent online Source: IAB UK 2008 AdSpend Report
  • 10. You have to spend (wisely) online Do you have a clear definition of your target audience? Have you developed a hierarchy of targeting importance, based on your objectives and research learning? Have you used pre-testing to understand the likely variations in creative response so that executions can be placed accordingly? Are you comprehensively monitoring performance of your targeting to understand cost effectiveness? Are you feeding learnings back into future planning and buying decisions?
  • 11. On the web you can tell... Age Gender Geography Technography Interests Values Behaviours Context
  • 12. Contextual Where you are more concerned about the mindset of the Web user than with the particular site that you’re on.
  • 13. Behavioural The practice of delivering ads in response to user’s activity. Spend in ’09 £1.1 Billion Source: Eyeblaster.com
  • 14. It’s all about analysis
  • 15. Analysis is the key Source: YouTube
  • 16. Analysis is key Creative messages Advertising format and size Level of interaction Media Time of day Type of interaction
  • 17. Social Media
  • 18. The social web Puts the small things that make a relationship back in your life.
  • 19. The social web The web will become as effortlessly social as chatting with your family or roomates at home is today...
  • 20. The social web People that care about you (and that you allow) will be able to just tune into the parts that interest them...
  • 21. Social gaming
  • 22. Personalisation
  • 23. Personalisation
  • 24. Search
  • 25. The future of search... Wearable devices that listen to your conversation and perform searches in the background Voice and natural language search Words not necessary Location-based searching Source: Google Blog
  • 26. Search is learning... Where you are located What you already know What you learned earlier today Your preferences What device you are using Who your friends are and how you relate to them What language you speak Source: Google Blog
  • 27. Video
  • 28. Online video YouTube rumoured to be the 3rd largest search engine 13 hours of video uploaded to YouTube every minute and growing exponentially Available on any screen Online video will be the most ubiquitous and accessible form of communication The tools for recording video will continue to become smaller and more affordable More people will become creators of video Source: Google Blog
  • 29. Online video Source: Google Blog
  • 30. Mobile
  • 31. Mobile 3.2 billion mobile subscribers 800 million cars 1.4 billion credit cards 1 billion applications downloaded from iTunes Twitter grew 1,382% year-on-year (Feb ’08 - Feb ’09) “The mobile phone may be the most prolific consumer product ever invented” (Google Blog) Source: Google Blog/IAB/Yahoo.com
  • 32. The power of mobile 10 times more powerful than a PC of 8-9 years ago It has: clock, power sensor, thermometer, light meter, location sensor, accelerometer, compass It’s always with you, always on and always connected Well integrated with social networks: Average UK mobile internet user spends 19 minutes per day on Facebook, and 9 minutes on BBC Source: Google Blog, Mobile Marketing Association
  • 33. The power of mobile UK Population: 60 million people 48 million own mobile phones 70 million active mobile connections (active = last 90 days) More households in UK with a mobile phone and no land-line than the other way around (since 2006) Less than 1/3 of mobile subscribers regularly use the mobile internet, and they average only one page per day... but this is growing at a clip of 9% month-on-month 1 billion pages viewed per month (October 2007) 5 billion pages will be viewed per month by end of 2008 The average smartphone user spends an average of 2.5 hours browsing the web in the UK (4.75 hours in US) Source: IAB
  • 34. The benefits of mobile Extremely personal - only used by one person Always with the user - target people in ways that no other device can Always on - allow people to access your messages anytime Highly interactive - camera, SMS, music player, web browser, video games... all in one device Unparalleled reach - 90% of the UK population owns at least one handset Source: IAB UK
  • 35. Twitter Source: Vimeo.com / Twitter Blog
  • 36. Twitter
  • 37. Mobile social networks
  • 38. The power of mobile
  • 39. Augmented reality
  • 40. Mobile predictions 1. Alerts get smarter Monitoring your behaviour and preferences will deliver only the information that you most need in the moment. So, your phone knows that you are running late for your dinner appointment, suggests alternative transportation and offers to notify the restaurant that you are late. 2. Augmented Reality Your phone senses that you are standing outside the Cinema, remembers that you looked at a trailer for the new Star Trek movie and tells you the next available showing, prices and a restaurant nearby. Source: Google Blog
  • 41. Mobile predictions 3. Crowd Sourcing goes Mainstream Everyone in the world is sharing their experiences in real-time. This content is archived, sorted and redeployed in new and interesting ways. The web shows you interesting sites in your vicinity, and reviews and pictures that have been uploaded of nearby attractions. Then sends you directions. 4. Sensors everywhere Weather information is updated more frequently. Traffic data is more accurate. Source: Google Blog
  • 42. Mobile predictions 4. Tool for deployment Fishermen use text to find the best market for their daily catch. Farmers get to the minute updates on the movements of swine flu. 5. Futureproofing Opening up operating systems (like on the Web) means that developers can create or improve applications and content, and updates are automatically downloaded to your phone 6. Safer software Your phone will provide tools and information to empower you to decide what to download, what to see and what to share Source: Google Blog
  • 43. Conclusions
  • 44. Where is it all going? 1. Online advertising is growing, even in the midst of this recession... this is due to the ability to analyse, refine and target your campaign to be more effective... and more creative 2. Social media has put us back in touch with the little things that connect us to people and products that we allow into our lives and video has added sight, sound and motion to the way we communicate... permanently 3. People expect communication to be more relevant to them, and more personally relevant to their demographic profile, behaviour and attitude and even to their location, device and preferences... and instant 4. The need for information, which drives innovation in Search, has expanded well beyond keywords and the “10-blue links” and will soon present no barriers to the “ambient findability” of information 5. It’s at the touch of a button that is always on, always connected and fits in your pocket
  • 45. Things to do tomorrow... 1. Ask for statistics on the performance of your advertising 2. Search for your brand on YouTube, Facebook and Twitter and see who you’re connected to and what you can learn about them 3. Acquire some website traffic stats and see what computers (or phones) people are using to access your site 4. Make and publish some video content 5. Commit more time to the planning stages of your advertising 6. Look at what percent of your advertising spend is online, and what the split is within that spend (are you spending enough on Search?) 7. Find out what search phrases lead people to your website 8. Analyse your content against different devices, locations and needs 9. Record and publish some audio content 10. Tag and track everything! Learn from it! 11. Get a smartphone 12. Visit my Cafe on CafeWorld
  • 46. Be findable, relevant and engaging
  • 47. Questions? Drew Spencer Chief Strategy Officer drew.spencer@eurorscg-riley.co.uk www.eurorscg-riley.co.uk

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