Taking a Brand from Television Centric to Social Network Centric (MTV ASIA)
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Taking a Brand from Television Centric to Social Network Centric (MTV ASIA)

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Taking a Brand from Television Centric to Social Network Centric By Ian Stewart, Senior Vice President, MTV Networks Asia ...

Taking a Brand from Television Centric to Social Network Centric By Ian Stewart, Senior Vice President, MTV Networks Asia

A keynote presentation at Ogilvy Verge Singapore

For more information, visit www.the-open-room.com and verge.ogilvy.com.sg

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Taking a Brand from Television Centric to Social Network Centric (MTV ASIA) Taking a Brand from Television Centric to Social Network Centric (MTV ASIA) Presentation Transcript

  • BEING YOUNG
  • MTV open source Sharing our global trends and insights with the industry
  • Being Young People Are Media Social Networks
  • BEING YOUNG content explosion spoilt for choice multi-tasking
  • a typical day
  • Media Habits % of respondents 15-24 y.o. Movies Music Internet TV 1000-1100 1100-1200 0600-0700 0700-0800 0800-0900 0900-1000 1200-1300 1300-1400 1400-1500 1500-1600 1600-1700 1700-1800 1800-1900 1900-2000 2000-2100 2100-2200 2200-2300 2300-2400 0000-0100 0100-0200 0200-0300 0300-0400 0400-0500 0500-0600 Watching DVDs, etc Listening to Music On PC/Internet Listening to Radio Reading Magazines Source: Young Asians 2007, 15-24 years old Reading Newspaper Universe / Sample: 10.87m / 7,130 Watching TV
  • 38 hour day
  • 4 things at once
  • what matters?
  • M let’s take a look ....
  • hot Spending time online +56% Listening to music +53% Using my mobile +49% Sending emails +41% Social networks +37% not Spending $$$ on music -36% Watching television -46% Playing console games -50% SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007 (% Doing More, Doing Less than Past Year)
  • Is TV dead?
  • 0600-0700 14 0700-0800 13 2006 2007 0800-0900 14 0900-1000 15 1000-1100 16 1100-1200 16 1200-1300 17 1300-1400 16 1400-1500 15 1500-1600 14 1600-1700 15 1700-1800 18 1800-1900 26 1900-2000 36 2006 2000-2100 44 % of respondents 15-24 y.o. 2100-2200 44 TV Viewing 2200-2300 38 2300-2400 25 2007 0000-0100 15 0100-0200 11 9 0200-0300 8 0300-0400 7 0400-0500 Universe / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786 Source: Young Asians 2006, 2007, 15-24 years old 8 0500-0600
  • 5 0600-0700 6 0700-0800 0800-0900 11 Watching TV On PC/Internet 0900-1000 17 1000-1100 20 1100-1200 21 1200-1300 23 1300-1400 23 1400-1500 26 1500-1600 27 1600-1700 28 1700-1800 28 1800-1900 28 1900-2000 30 2000-2100 32 2100-2200 34 TV % share of respondents 15-24 y.o. Internet 2200-2300 34 2300-2400 29 Media Habits 0000-0100 22 0100-0200 16 0200-0300 10 6 0300-0400 5 0400-0500 Universe / Sample: 10.87m / 7,130 Source: Young Asians 2007, 15-24 years old 5 0500-0600
  • the big switch ...
  • “we have to learn how to earn prime time now that we can’t always buy it” James Chadwick Head of Strategy Mindshare Asia
  • what matters?
  • friends matter content matters cutting thru matters
  • FRIENDS MATTER
  • how many friends do you have?
  • 53 6 Close Friends 20 Online Friends 27 Offline Friends
  • 53 Friends (the average number of friends youth have) 35 38 47 50 50 72 81 91 Online Friends Friends, not close Close Friends SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • PEOPLE ARE MEDIA
  • FORWARDING CULTURE
  • WEB 2.0
  • who’s on facebook?
  • Who isn’t !
  • 250,000 new users a day SOURCE: Facebook
  • t en S t R .0 nE2 posting oTB cTE AW hosting M sharing buildING friendship communities online
  • digital youth 79 IM buddies 70 numbers on mobile 70 friends in social networks 9 regular websites 3 social networking sites SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • Regular Sites (average number of sites regularly visited) % Fewer sites, more time spent on each SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 1/3 of sites regularly visited are social networks
  • social networks (visit social network sites weekly) % Is everyone doing it? SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • soon, everyone will be doing it
  • Top Social Networks SOURCE: Datamonitor 2007 MySpace Facebook Bebo Cyworld Skyblog
  • 300 223 200 173 100 22 8 6 0 MySpace Facebook Bebo Gaia Nexopia America Millions of Users SOURCE: Datamonitor 2007
  • 300 200 100 65 43 41 39 24 0 Bebo MySpace Skyblog Facebook Netlog Europe Millions of Users SOURCE: Datamonitor 2007
  • 300 200 156 100 45 24 12 5 0 Orkut Hi5 Metroflog MySpace Windows Lat Am Millions of Users SOURCE: Datamonitor 2007
  • 300 200 90 100 74 65 36 21 0 Friendster Cyworld Orkut Mixi MySpace Asia Millions of Users SOURCE: Datamonitor 2007
  • “Social Networking Penetration With Teens Close To 100%” Ad Age 2007
  • Social Networking will play the most important role in the online habits of young people in 2008 and beyond. Youth don’t need another website. They need content and applications delivered to them, to make their digital space their own.
  • widgets Streaming audio, video and imagery into social network sites, with branded skins and embedded ads
  • “A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008 will be the year this question gets answered” eMarketer 2008
  • Players Properties Platforms Clear Content Rights Stream off MTV sites Build Widget TVC Pre-roll Stream onto Client site Branded Skins Send to Social Networks
  • + 250 million u/v pm MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico Nico / Daily Motion / NeoPets / GG Games
  • new business models
  • “I don’t mind ads because they help to pay for TV shows & websites” 100% 80% 73% 68% 68% 61% 59% 57% 57% 56% 56% 55% 60% 52% 52% 41% 41% 40% 37% 40% 20% 0% K d ly SA y a na lia d l d o a n k en zi an di n n U ad an ar ic pa Ita ra a la hi la ed U In ex m m tr an al Ja ol B C Po us Sw en er M Ze H C G A D ew N SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • “90 percent of gamers are willing to watch video ads in exchange for free gameplay” Real Networks 2008
  • cutting thru
  • More content apps At a fair price Buy, rent, or free Download or stream Ad supported is OK
  • rewind
  • what matters?
  • People want to control their online experience Social Networks will continue to grow These online communities are aggregating And also fragmenting around interests They are like “Walled Gardens” Content will increasingly be spread virally within
  • Widgets Mobile TV Licensing Gaming HD Channels
  • www.slideshare.net/ ianstewartmtv