Getting Consumers’ Attention
                                                                           Carl D. Howe, Dire...
© Copyright 2009. Yankee Group Research, Inc. All rights reserved.
 © Copyright 2009. Yankee Group Research, Inc. All righ...
My Main Point Today



                                                         Anywhere Media is
                        ...
Agenda



                                                                                              •     The Anywhere...
Connectivity Sparks

                                                                                                    •...
Anywhere Is a Revolution




                                                                                    Battles u...
Mobility Is Driving Anywhere




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.   Getting Consumers’ A...
Wireless Growth Is Driving Italy Past the
Anywhere Tipping Point




© Copyright 2009. Yankee Group Research, Inc. All rig...
And Japan…




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.   Getting Consumers’ Attention   August ...
. . . And Even the U.S.




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.   Getting Consumers’ Attent...
Poll 1




Have you watched a television
show on your computer in the last
30 days?




© Copyright 2009. Yankee Group Res...
Food for Thought: NBC Universal’s “Heroes”
Watch Episodes Online for Free




  • NBC Universal Total Audience Measurement...
But TV Audiences Have Been Shrinking




Source: Yankee Group and TV Bureau of Advertising, 2009

© Copyright 2009. Yankee...
Internet Sites Are Growing Dramatically




Source: Yankee Group, Internet Systems Consortium, MediaPost, ClickZ, AllBusin...
Mobile Internet Domains Are Growing More Than
500 Percent a Year




Source: Yankee Group and dotMobi, 2009


© Copyright ...
Internet Ad Prices Are in Free Fall




Source: Yankee Group, Internet Systems Consortium, MediaPost, Clickz, AllBusiness....
Agenda



                                                                                              •     The Anywhere...
Consumers
are drowning
in a surplus of
media choice




© Copyright 2009. Yankee Group Research, Inc. All rights reserved....
U.S. Consumers Now Spend the Most Time Online
                                   How much time do you spend daily on the f...
Poll 2




      Which activities do you do
      while watching television?




© Copyright 2009. Yankee Group Research, ...
Plus They Multitask More
            Which of the following activities do
               you do while watching TV?

      ...
Remember This?
Online Ad Revenue Is a Third of TV Revenue




© Copyright 2009. Yankee Group Research, Inc. All rights res...
Is Anywhere Taking the Media Industry Here?




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.
 © Copy...
Remember Today’s Main Point



                                                         Anywhere Media is
                ...
Changing the Channels to Anywhere Media


         TV                     Internet                   Mobile               ...
Consumers Use Internet Video as Video on Demand

       Why do you watch full episodes of TV
                 shows online...
AT&T’s Masters Coverage Showed Promise




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.   Getting Co...
Anywhere Media Results in the U.S.


  Advertising revenue for TV won’t pass 2008 levels until 2012.

                    ...
Agenda



                                                                                              •     The Anywhere...
Recommendations
  Media companies:
         • Think twice before committing to an ad-only business model.
         • Embra...
And Recognize That Mobile Isn’t the Last Screen




© Copyright 2009. Yankee Group Research, Inc. All rights reserved.   G...
And New Kinds of Consumers
                                    Need New Services




© Copyright 2009. Yankee Group Resear...
Conclusions
• Consumer attention will limit media and advertising growth.

• Anywhere Media is transforming media and adve...
Q&A
Did you know? Teens still discover music through friends and radio.




                                              ...
Q&A
Did you know? Of people with a mobile phone, smartphone users spend
significantly more time using the mobile Web.




...
Thank you!
                                               Carl D. Howe, Director, chowe@yankeegroup.com

                 ...
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Getting Consumers' Attention

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With Internet and mobile media growing faster than we can consume it, the only way to capture really big audiences in the future will be to aggregate them across TV, Internet and mobile Internet screens. Yankee Group expects TV ad market revenue to drop by more than $2.2 billion in 2009, and not to bounce back past 2008 values until 2012. Just as the music industry was forced to reinvent itself when digital downloads undermined its physical distribution models, the Anywhere Network’s abundance of content and advertising inventory will similarly reshape the TV, video, print and mobile media industries.

In this webinar, Yankee Group analyst Carl Howe explores how to get consumers’ attention in the age of Anywhere media.

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  • While not in the media industry, it was interesting to have a preview of the coming media transformation. As an aside, my comprehension was quick because of the presentation's clarity.
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Getting Consumers' Attention

  1. 1. Getting Consumers’ Attention Carl D. Howe, Director Anywhere Consumer Research August 25, 2009 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention June 2009 August 2009 Page Page 1 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com
  2. 2. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention June 2009 August 2009 Page Page 2
  3. 3. My Main Point Today Anywhere Media is transforming media and advertising © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 3
  4. 4. Agenda • The Anywhere revolution • Changing consumer behavior around media • Recommendations • Q&A © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 4
  5. 5. Connectivity Sparks • A common network • Broadband demand • Wireless ubiquity These are forming the Anywhere Network © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 5
  6. 6. Anywhere Is a Revolution Battles under way and ahead will transform the world we live in. This will bring the largest technology change in our lifetimes. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 6
  7. 7. Mobility Is Driving Anywhere © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 7
  8. 8. Wireless Growth Is Driving Italy Past the Anywhere Tipping Point © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 8
  9. 9. And Japan… © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 9
  10. 10. . . . And Even the U.S. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 10
  11. 11. Poll 1 Have you watched a television show on your computer in the last 30 days? © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 11
  12. 12. Food for Thought: NBC Universal’s “Heroes” Watch Episodes Online for Free • NBC Universal Total Audience Measurement Index (TAMi) • Second episode of “Heroes” • Note: Log scale • Audience size = 17 million people • Implications and repercussions • Pay TV, ISP, media © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 12
  13. 13. But TV Audiences Have Been Shrinking Source: Yankee Group and TV Bureau of Advertising, 2009 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 13
  14. 14. Internet Sites Are Growing Dramatically Source: Yankee Group, Internet Systems Consortium, MediaPost, ClickZ, AllBusiness.com, Media Buyer Planner, Zooknic.com, 2009 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 14
  15. 15. Mobile Internet Domains Are Growing More Than 500 Percent a Year Source: Yankee Group and dotMobi, 2009 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 15
  16. 16. Internet Ad Prices Are in Free Fall Source: Yankee Group, Internet Systems Consortium, MediaPost, Clickz, AllBusiness.com, Media Buyer Planner, Zooknic.com, 2009 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 16
  17. 17. Agenda • The Anywhere revolution • Changing consumer behavior around media • Recommendations • Q&A © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 17
  18. 18. Consumers are drowning in a surplus of media choice © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 18
  19. 19. U.S. Consumers Now Spend the Most Time Online How much time do you spend daily on the following activities? * Yankee Group estimate; this response was not listed in this survey question Source: Yankee Group Anywhere Consumer: 2008 U.S. Entertainment Survey © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 19
  20. 20. Poll 2 Which activities do you do while watching television? © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 20
  21. 21. Plus They Multitask More Which of the following activities do you do while watching TV? E-Mail 60% Surf the web 56% • More than half of respondents Talk on the phone 53% acknowledge that they are online or Read a magazine 36% talking on the telephone while Read the newspaper 33% watching television. Instant message 27% • Advertisers take note: This shows None of the above 16% consumers are saturated with Listen to the radio 11% media. SMS 8% Other 11% 0% 10% 20% 30% 40% 50% 60% 70% Percent of Respondents n = 1,503 Source: Yankee Group Anywhere Consumer: 2008 U.S. Entertainment Survey © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 21
  22. 22. Remember This? Online Ad Revenue Is a Third of TV Revenue © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 22
  23. 23. Is Anywhere Taking the Media Industry Here? © Copyright 2009. Yankee Group Research, Inc. All rights reserved. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention June 2009 August 2009 Page Page 23
  24. 24. Remember Today’s Main Point Anywhere Media is transforming media and advertising © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 24
  25. 25. Changing the Channels to Anywhere Media TV Internet Mobile Anywhere media media media media Screen independent, on demand and easy to consume Mobile Other TV Internet Internet Devices TV Internet Mobile Anywhere consumers consumers consumers Consumers Anywhere Media is media delivered to consumers when and where the consumer will pay attention to it. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 25
  26. 26. Consumers Use Internet Video as Video on Demand Why do you watch full episodes of TV shows online? • 82% of Internet video viewers watch Missed the episode when it was 82% TV shows online because they on TV missed the episode on TV. Catching up with older episodes 55% • VoD numbers pale in comparison. Has fewer commercials 36% Wanted to watch the program • DVR is more about ad skipping than again 30% time shifting. Was interrupted while watching on • 79% of DVR owners fast-forward TV 28% through commercials most or all of the time. Like older/classic TV shows 20% • DVR owners are more likely to watch online when they fail to watch or record Can watch outside of my home 10% an episode. Other 7% • Internet video is not yet compelling enough for viewers to cancel their 0% 20% 40% 60% 80% 100% pay-TV services. . n = 294 (watch full episodes of TV shows online) Source: Yankee Group Anywhere Consumer: 2008 U.S. Entertainment Survey © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 26
  27. 27. AT&T’s Masters Coverage Showed Promise © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page Page 27
  28. 28. Anywhere Media Results in the U.S. Advertising revenue for TV won’t pass 2008 levels until 2012. $431 $566 $115 $184 $241 $323 Mobile Internet $28,436 $31,127 $23,204 $25,642 Internet $23,632 $23,289 TV $52,675 $50,459 $50,357 $51,686 $53,791 $56,177 2008 2009 2010 2011 2012 2013 © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 28
  29. 29. Agenda • The Anywhere revolution • Changing consumer behavior around media • Recommendations • Q&A © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 29
  30. 30. Recommendations Media companies: • Think twice before committing to an ad-only business model. • Embrace a flexible content platform. Advertisers: • Negotiate extra spots in 2009 and 2010 with your media buys. • Look for ways to be less obtrusive. • Demand measurable results. Network operators • Recognize that video is the lead property. • Don’t overpromise behavioral ad data. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 30
  31. 31. And Recognize That Mobile Isn’t the Last Screen © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 31
  32. 32. And New Kinds of Consumers Need New Services © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 32
  33. 33. Conclusions • Consumer attention will limit media and advertising growth. • Anywhere Media is transforming media and advertising. • Consumers are drowning in too much media. • Consumers will choose how and where they access media. • The media business must adapt to consumer choice. • TV advertising will get a reality check during the next two years. • Don’t think mobile is the last screen. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 33
  34. 34. Q&A Did you know? Teens still discover music through friends and radio. Yankee Group’s Attitude & Behavior Surveys track this data and more. Sign up for a complimentary snapshot of our most recent results at http://www.yankeegroup.com/live/survey_ data_snapshot.html. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 34
  35. 35. Q&A Did you know? Of people with a mobile phone, smartphone users spend significantly more time using the mobile Web. Yankee Group’s Attitude & Behavior Surveys track this data and more. Sign up for a complimentary snapshot of our most recent results at http://www.yankeegroup.com/live/survey_ data_snapshot.html. © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 35
  36. 36. Thank you! Carl D. Howe, Director, chowe@yankeegroup.com Next Yankee Group webinar: Pinning Down Cloud Computing September 29, 2009 Register at www.yankeegroup.com © Copyright 2009. Yankee Group Research, Inc. All rights reserved. Getting Consumers’ Attention August 2009 Page 36
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