The Power of Digital Platforms
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The Power of Digital Platforms

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The massive shift to mobile digital devices has changed the way in which we interact and connect with each other. This presentation from Media24 Magazines Digital showcases the themes of consumer......

The massive shift to mobile digital devices has changed the way in which we interact and connect with each other. This presentation from Media24 Magazines Digital showcases the themes of consumer behaviour, the power of mobile devices and also the affect that these digital ecosystems are having on our lives.

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Transcript

  • 1. The Transformative Power of! Digital Platforms in the Media Industry
  • 2. Mobile Weapons of mass distraction  
  • 3. @kaapin www.willembreytenbach.com wbreyten@media24.com
  • 4. Change Digital! Platforms! Media Models! Consumer Behaviour!
  • 5. •  The world as we know it is changing •  Digital platforms are evolving to meet our needs and wants in new ways •  Everything is shifting to mobile
  • 6. Mobile has become the #1 ! mass media in SA in 2013
  • 7. Mobile has become the #1 ! mass media in SA in 2013 35 30 25 Radio TV 20 Read Magazines/Newspapers Landline at home 15 Mobile phone 10 Desktop/Laptop 5 0 2005 2006 Source: AMPS Adults in million 2007 2008 2009 2010 2011 2012 2013
  • 8. Mobile device use is eclipsing ! that of PC’s worldwide 3 000 000 000 2 500 000 000 Tablets 2 000 000 000 We are here 1 500 000 000 Smartphones 1 000 000 000 500 000 000 Personal computers 2000 2004 2008 2012 2016
  • 9. The future is mobile 3000 2500 2000 Consumer broadband connections (millions) Mobile 1500 Fixed 1000 500 0 2005 2010 2015
  • 10. Mobile is booming in SA: ! Mobile internet users 25 23.1 20.1 20 Millions 16.8 15 13.2 9.5 10 5.8 5 3.1 0.6 1.3 0 2008 2009 2010 2011 2012 2013 2014 2015 2016
  • 11. Explosion of Mobile M24 Magazines Mobile vs. PC growth trends December 2012 December 2013 Unique Browsers: 34% 66% PC Mobile 39% 61%
  • 12. MyEdit •  The MyEdit app has seen an interesting split of digital platform usage phone 70% vs. tablet 30% •  This shows that smartphones and mobility are all important to the modern day consumer
  • 13. Changing Consumer Behaviour
  • 14. Mobile: More than just calling ! and texting device }   “Cell users now treat their gadget as a body appendage” -Lee Rainie, Director of Pew Research Centre’s Internet & Life Project
  • 15. Consumer Behaviour is changing •  Always ‘plugged in’ – never leave home without smartphone •  Access to all content •  Instant gratification – I want it now •  Mobility – I can get anything I need from my smartphone •  Companionship
  • 16. Smartphones are used everywhere 97% at home 88% on the go 81% in a store 87% at work   access the Internet every day on their smartphone 63%   Source: IPSOS-Markinor 37%   37% would rather give up TV than their smartphone
  • 17. App usage is ubiquitous with:! ! 17 apps installed on average 7 apps used in the last month 3 paid apps installed on average Smartphone users are avid video watchers" 71% of which 11% use video at least once a day Source: IPSOS-Markinor Source: IPSOS-Markinor
  • 18. Misbeliefs •  There is a myth that mobile advertising does not work. But, •  We have seen conclusive results and impressive ROI’s:  
  • 19. Content Marketing •  Content marketing is changing the approach of advertisers •  The growth of digital, mobile platforms means that advertising has shifted to targeted, personalised engagement that are focussed on building brand loyalty instead of selling products
  • 20. •  We no longer rely on traditional media to ! help us make decisions •  Our beliefs and decisions are now ! reaffirmed by our social graph ! and digital ecosystem •  Our entire outlook is adapting ! to our connected ! environment
  • 21. Smartphones are critical ! for local business 72% connected with the business 31% 78% 39% told others about it visited the business made a purchase 90% of smartphone users look for local information on their phone 93% take action, such as making a purchase or contacting the business Source: IPSOS-Markinor
  • 22. Shopping Smartphones are critical shopping tools with 85% having researched a product or service on their device ! 39% 41% 24% then purchased ! via computer then purchased it offline then purchased on smartphone
  • 23. The future market Retail Media & Entertainment $ 17 Trillion! Travel $ 2 Trillion! Advertising $ 0.9 ! Trillion! $ 0.6 ! Trillion!
  • 24. Surprises •  The belief is that mobile platforms are used only for quick-hit ! stories and tweets instead of ! longform reads But •  Long reads and mass consumption of content is also extremely prevalent •  80% of people said they would watch TV on their phones and 88% said they’d watch movies
  • 25. The future of media Personalisation ‘Articilisation’ Technological algorithms Engagement TV formats – NetFlix ! Not print, not PDF [Not Africa now]
  • 26. Social Media! Growth of mobile consumers  is eclipsing desktop users. Many opportunities   and challenges   Ecosystem of ! ‘experiences’ ! Advertisers’ changing spending patterns – as they move between advertising media and platforms We present relevant content which delivers ‘experiences’ to the consumer  
  • 27. Content creates experiences •  The content that we choose to consume is shaping our ecosystem of experiences •  This ecosystem means that all the content we want is easily accessible and relevant •  We know and trust our sources on a personal level •  Content stays king
  • 28. Monetise these content ‘experiences’ Subscriptions Advertising Commercial Activity e-commerce
  • 29. Take Away: •  Whether you are in Business, Marketing, Medicine, Media, Education, Retail, Advertising, Logistics, Development, Sciences, Engineering, Humanities and everything else: •  If you are not playing mobile, it is too late, ! you are dead
  • 30. Thank you! For the presentation go to ! www.willembreytenbach.com