SWAPPING THE REMOTE     FOR THE MOUSE              v
v
60% ACCESS INTERNET WHILE                         WATCHING TVNielsen The Australian Online Consumer Landscape, March 2012
$3,530,100,000AUSTRALIAN FREETV ADVERTISING SPEND 2011 SOURCE: FREETV AUSTRALIA
v
THE EVOLUTION OFTHE MUSIC INDUSTRY
CONTENT WAS CHOSEN FOR US             v
THEN CAME THE INTERNET
WE BECAME PIRATES
THE VALUE EQUATION LEVELLED OUT  In 2011, digital music sales surged 8% globally, accounting for                   $5.2 bi...
WE CONTROL THE SOURCE
THE EVOLUTION OF THE TV INDUSTRY
CONTENT WAS CHOSEN FOR US             v
THEN CAME THE INTERNET
WE BECAME PIRATES
THE VALUE EQUATION LEVELLED OUT
WE CONTROL OUR SOURCES
INFINITE CHOICE
PEOPLE LOVE                       ADVERTISING                     IN PARTICULAR,             BUT HATE ADVERTISINGCINDY   G...
NO MASS AUDIENCE
NO MASS MEDIA
NO MASS ADVERTISING
THE PACE OF THE  CONVERGENCE
YOUTUBE INVESTS $200M INPRODUCTION COMPANIES TO FILL 160 NICHE CHANNELS WITH CONTENT
VEVO & ZEFRLEAD THE WAY IN COMMERCIALISING       LISENCED CONTENT
DIRECTV LAUNCHESON-DEMAND ON MOBILE
BRANDS HAVE TOEARN THEIR REACH
GAGA
LITTLE MONSTERS
BRAND IDEA
THE BEST OR NOTHING
WHATCONVERSATIONS CAN WE ADD VALUE TO?             WHEREARE THOSE CONVERSATIONS HAPPENING?              HOW  CAN WE ACTIVA...
FORMULA        FASHION                ONE           WEEK                                           PERFORMANCE  SAFETYCOMM...
THE OPPORTUNITY
THINK BEYOND THE CAMPAIGN
GO FROM MAKING               GREAT ADVERTISING,CINDY GALLOP   QUOTE TO MAKING               ADVERTISING GREAT.
ARTICULATE THE BRAND IDEA
EXPLORE THEIR INTEREST GRAPH
CHOOSE YOUR PLATFORM
BUILD YOUR COMMUNITY
ThankyouTommy.McCubbin@gmail.com              @tmccubbin
PHOTO CREDITS1 Stuart Knappstein http://500px.com/photo/86185695. ThinkTV Australia : 2020Vision http://www.thinktv.com.au...
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
Swapping the Remote for the Mouse
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Swapping the Remote for the Mouse

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Traditional Media is reaching less mass, and TV and the Web converge. Advertising Agencies need to stop pushing messages to the mass, and start earning their own reach through community, conversation and content.

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  • As media is segmented more each day, traditional marketing is becoming less effective.This talk is about the way we consume media, particularly Television.As everyone adopts new technology faster that ever, in the living room, we are swapping the remote for the mouse.
  • Here is the landscape for Australian Advertising Agencies for 2012.Most of this revenue is based on traditional campaigns. This is because it works. At least it worked last year.
  • 60% of Australians access the internet while watching television, a large proportion of these people doing so daily.49% having access to a PVR is giving viewers greater choice in both the content and timing of their television consumption.
  • Jack Dorsey, Founder of Twitter, and CEO of Square, calls TVs ‘Information Radiators’.People gather around, and are fed content. One big linear experience
  • Australian brands invested over 3.5 billion in ‘pushing’ messages through the radiators last year.Comparable to the investment made in building digital platforms, this an enormous figure.Given the choice, this is not how people are choosing to consume media.They are not leaning back. They are leaning forward and driving an opt-in, on demand viewing experience.
  • Instead of a radiator, it is more like hiking through a themepark with friends. You can stop, and look at something that catches your eye, you can take a shortcut to avoid an obstacle, you have apps to help you navigate and get alerts to things that are happening and it is all shared with your friends, in real time.
  • If we look at the evolution of the Music industry, there is a narrative we can learn from.
  • All the artists, records, tours and concerts were chosen by a handful of Executives.
  • There was a finite amount of creativity and content that was shared at scale.
  • Then came the internet.
  • We all become connected, and made up the our own rules. We all became pirates.The adoption of torrents and burning CDs was so swift, it left a graveyard of record labels.They did not adapt, and they paid the price.
  • Some innovated, and survived.iTunes made the bold move to create a platform were you could download a track at a time, for 99c.Now thriving on mobile, the value equation has leveled out, and torrent are not only illegal, the quality is not consistent, and downloading is unsafe.
  • Now we control the source.
  • At this point in the presentation I play a song, and show an album cover. The challenge is to bring up that track playing on their mobile. The first person to do so wins an iTunes voucher.The point is everyone has different methods.iTunes, YouTube,Shazam,Spotify or simply google it. We control the source of our music now. Not the Executives.
  • If we look at that narrative, there are some interesting parallels with the TV industry.
  • Executives chose our content for us.
  • Networks fed us what they thought we wanted.
  • Then came the internet.
  • Then we all became pirates.Torrents have shaken networks. The moment they release a show in one country, it is immediately available globally to anyone with an internet connection.50% of Australians who have watched Game of Thrones have done so illegally.
  • Now, the value equation is leveling out.We can download and stream virtually any program, from a virtually infinite list of sources.
  • Whether via Foxtel, Xbox or Apple TV, or on YouTube from one of the devices at arm’s reach, we are voting with out feet how we want to consume media.
  • When we have choice. We do not chose advertising.
  • Cindy Gallop quotes
  • So if people are choosing to Fast Forward, skip, or pay a couple of bucks to watch content, ad free, this means there is no mass audience.
  • If there is no mass audience, there is no mass media.
  • If there is no mass media, there is no mass advertising.
  • I am highlighting a few key events from around the world, that are indicative of the pace of convergence.
  • YouTube have launched Official Channels.They are preparing to be a major player in the living room.Their mission is not more more channels, it is better channels.
  • Vevo (Music videos) & Zefr (Movie Clips) are pioneering how to monetise licensed content on the web.Instead of spending their energy trying to sue teenagers for publishing their licensed content, they are finding the teenagers, thanking them for supporting their artists or films, and giving them ‘official’ content to share, with a voucher to buy the DVD to boot. Understanding these people are not criminals, they are advocates for the product is a huge shift from Executive Hollywood’s previous behaviors.
  • Direct TV offer all content on-demand, and on mobile.
  • 25million subscribers30% of web traffic is Netflix.Its available through 450 devices, the most popular being Xbox, PS3, then computer.
  • If that is how people are wanting to watch programs, what hope has traditional advertising got?Brands have now earn their own reach, and not rely on a media agent’s fudgy statistics.
  • Red Bull’s brand idea of ‘living life to the limits’ leads their strategy to sponsor the world’s best adrenaline sports athletes.Along with the sponsorships, they have gathered the best Directors and Producers and created an enormous amount of content.Last year, they released the snowboarding video, ‘The Art Of Flight’, which cost a reported 5million, and when released at the box office, returned over 40million.
  • They set up Red Bull Media House, which behaves just like Getty does.
  • In 2012, the AFL capitalised on the opportunity to own the content that the sport brings.
  • They employ their own photographers, journalists, and made their own online platforms.
  • On YouTube, they release live highlights.Anytime they want to share anything, they have 10,000 fans ready to listen.Next year they are aiming to increase that to 50,000.
  • Lady Gaga is the Queen of building her own audience.
  • After watching ‘The Social Network’, she asked her team to make her own social network for her fans.It thrives with content and conversation, all about the star, and her fans.
  • Any time she wants to say anything, she can reach 10’s of millions of people, between her Facebook, Twitter, G+ and YouTube channel.
  • But she has earned this by NOT behaving like a marketer.She shines a light on her fans first, and offers real value to them.Then, she sells. This is her email to fans, and notcie there is not one mention of buying a record or ticket to a concert. It’s all about her and her fans.When was the last time you saw a brand behave like this?
  • So where do you start?How can my Paint client, or Bank client, or Insurance client attract an audience like Gaga?The brand idea has to be defined, and MUST be the constant.
  • Mercedes-Benz’s brand idea is the best or nothing.
  • Ask these questions.
  • Here are all the conversations MB can enter, and speak with authority in.As long as it always refers back to ‘The Best Or Nothing’.
  • The opportunity is bigger than making the most of the briefs we get.We actually need to turn around this big rig we call advertising before it is too late.
  • We have to stop making stuff that sits behind this button.
  • Go from making campaigns to making platforms that build strong, provocative relationships with your customers.
  • We need to stop filling gaps given to us by broadcasters and interrupting cool experiences.We have to make cool experiences that people chose to watch themselves.
  • The first step is to articulate the Brand Idea.
  • Explore the Interest Graph and define what your brand is expert in.
  • It may be Facebook, it may a Bowling Club.Whatever that place is, it needs to attract like minded people.
  • Build your own reach, by connecting people to become your own advocates.
  • And take your brand into this space.
  • Thankyou.
  • Swapping the Remote for the Mouse

    1. 1. SWAPPING THE REMOTE FOR THE MOUSE v
    2. 2. v
    3. 3. 60% ACCESS INTERNET WHILE WATCHING TVNielsen The Australian Online Consumer Landscape, March 2012
    4. 4. $3,530,100,000AUSTRALIAN FREETV ADVERTISING SPEND 2011 SOURCE: FREETV AUSTRALIA
    5. 5. v
    6. 6. THE EVOLUTION OFTHE MUSIC INDUSTRY
    7. 7. CONTENT WAS CHOSEN FOR US v
    8. 8. THEN CAME THE INTERNET
    9. 9. WE BECAME PIRATES
    10. 10. THE VALUE EQUATION LEVELLED OUT In 2011, digital music sales surged 8% globally, accounting for $5.2 billion in legal downloads.
    11. 11. WE CONTROL THE SOURCE
    12. 12. THE EVOLUTION OF THE TV INDUSTRY
    13. 13. CONTENT WAS CHOSEN FOR US v
    14. 14. THEN CAME THE INTERNET
    15. 15. WE BECAME PIRATES
    16. 16. THE VALUE EQUATION LEVELLED OUT
    17. 17. WE CONTROL OUR SOURCES
    18. 18. INFINITE CHOICE
    19. 19. PEOPLE LOVE ADVERTISING IN PARTICULAR, BUT HATE ADVERTISINGCINDY GALLOP QUOTE IN GENERAL
    20. 20. NO MASS AUDIENCE
    21. 21. NO MASS MEDIA
    22. 22. NO MASS ADVERTISING
    23. 23. THE PACE OF THE CONVERGENCE
    24. 24. YOUTUBE INVESTS $200M INPRODUCTION COMPANIES TO FILL 160 NICHE CHANNELS WITH CONTENT
    25. 25. VEVO & ZEFRLEAD THE WAY IN COMMERCIALISING LISENCED CONTENT
    26. 26. DIRECTV LAUNCHESON-DEMAND ON MOBILE
    27. 27. BRANDS HAVE TOEARN THEIR REACH
    28. 28. GAGA
    29. 29. LITTLE MONSTERS
    30. 30. BRAND IDEA
    31. 31. THE BEST OR NOTHING
    32. 32. WHATCONVERSATIONS CAN WE ADD VALUE TO? WHEREARE THOSE CONVERSATIONS HAPPENING? HOW CAN WE ACTIVATE THAT COMMUNITY?
    33. 33. FORMULA FASHION ONE WEEK PERFORMANCE SAFETYCOMMERCIAL STYLE LOGISTICS TECHNOLOGY SUSTAINABILITY
    34. 34. THE OPPORTUNITY
    35. 35. THINK BEYOND THE CAMPAIGN
    36. 36. GO FROM MAKING GREAT ADVERTISING,CINDY GALLOP QUOTE TO MAKING ADVERTISING GREAT.
    37. 37. ARTICULATE THE BRAND IDEA
    38. 38. EXPLORE THEIR INTEREST GRAPH
    39. 39. CHOOSE YOUR PLATFORM
    40. 40. BUILD YOUR COMMUNITY
    41. 41. ThankyouTommy.McCubbin@gmail.com @tmccubbin
    42. 42. PHOTO CREDITS1 Stuart Knappstein http://500px.com/photo/86185695. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/7. Jason Pier http://www.flickr.com/photos/jasonpier/4175194672/8. iStock http://www.istockphoto.com/stock-photo-6158209-man-and-woman-hiking-in-yosemite-national-park.php10. FanPophttp://images2.fanpop.com/images/photos/6300000/NYC-new-york-6310422-2560-1702.jpg32. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/33. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/41. BBC http://www.bbc.co.uk/newsbeat/14545818
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