3. The Long Tail
Media is increasingly fragmented
Today even the top rated TV show - CSI - is
only watched by 15% of TV Households. Those
kinds of numbers wouldn't have put it in the top
10 in the 1970s
Chris Anderson, The Long Tail
12. Numbers in the major US Cities are higher:
Dallas, Texas 26.5%
Los Angeles 25.9%
San Francisco 23.5%
Washington 23.0%
New York 18.3%
All of the top 10 TV markets in the US have a
higher share than the rest of the country.
13. From Nielson
• -The Office (NBC)
DVR viewers (in millions): 2.41
Total viewers (in millions): 10.8
Percent DVR: 22.2%
• ...which is another way of saying that a minimum of
2.41 million viewers watched ZERO commercials.
17. • Broadband is bringing the web to users faster
than ever!
Broadband penetration in Canada is 87%
• RSS is bringing the web to users through
subscription (push rather than pull content
• “Take-out” Technology
Technology has become available quick and cheap to the
masses
18.
19. Age
18-44 85%
Income
$86,000+ 88%
Education
Post-secondary education 80%
Statistics Canada 2006
25. • User Initiated Dialogue
• User in Control
• Immediate, Interactive, Informal
• Data Driven
• Rapidly Becoming Pervasive
• Measurable
26.
27. • They are Empowered
o Wikipedia, tripadvisor.com, engadget.com – “…here is what I think…”
o DIY – do it yourself
• They are Involved/Engaged
o Loyalty is genuine and the potential for “brand love” has arrived
• They are Opinionated and dying to share!
o blogs, reviews, comments, ratings, tagging
• They are Busy
o Convenience, Help, Speed and Organization are mandatory
• They are looking for Quality– it has become the cost of entry.
Remarkable gets noticed.
Slide thanks to Urbanmoms.ca
31. • It's a participation medium
• it's a well-heeled
• it spreads by word of mouth and word of mouse influence
• it's low investment
• it provides a balance of transparency and privacy
• it's measurable
• it allows for dynamic content
• it integrates well
• it's currently underleveraged by brands
• it smartly promotes
32. 37% of Canadians have Visited a Social
Network, 29% have set up a Profile
Ipsos (www.marketingcharts.com)
33. Social Networks
63% of 18-34 year olds have visited a Social
Network, 55% have placed a personal profile
on at least one.
Ipsos (www.marketingcharts.com)
34. 18 million in the US (1 in every 18 people) ,
Over 7 million people in Canada (1 in 5
people), 5 million people in UK (1 in every 12
people) have a Facebook profile
Buzz Canuck: Facebook
Garage 2007 Toronto
35. • As of December 2007 Toronto hit the
1 million mark in Facebook membership
• New York City has 607,000
38. To What Extent Do You Trust the
Following Forms of Advertising?
Recommendations from consumers 78%
Newspapers 63%
Consumer opinions posted online 61%
Brand websites 60%
Television 56%
Magazines 56%
Radio 54%
Brand sponsorships 49%
Email I signed up for 49%
Nielson Oct. 2007
39. Previous experiences with the same brand/company 31%
Word-of-Mouth 28%
Brand Name/Reputation 26%
Searching the Internet 25%
Conventional Advertising 23%
Source: AC Nielson Nov. 2006
40.
41. Brand Democracy
The idea of brand democratization is that the
power of the people directs much of what
happens to brands. What the public says about
them is what they will become. Simply put,
perception becomes reality.
42. • Media is increasingly fragmented
• We are finding new ways to connect
• Consumers are empowered and creating
their own brand messages
• We must be aware of these changes and
adapt our messages and media
