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Media: Changing Media Landscape

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Slides for Digital Marketing Class: Changing Media Landscape

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Media: Changing Media Landscape

  1. 1. Changing Media Landscape History of Advertising • Cavewalls • Newspapers: Subsidize • Radio • TV Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  2. 2. Changing Media Landscape Internet: New Channels (web & mobile) • Much more data: algorithms • More customizable • Direct feedback • More flexible Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  3. 3. Changing Media Landscape Internet: New Channels (web & mobile) • More scalable • Less obtrusive • Flexible reach • Paid, owned and earned options Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  4. 4. Changing Media Landscape Internet: New Channels (web & mobile) • Previous channels evolved with growth in advertising • Advertising now a fixed percent of GDP • New channel takes $$s from existing channels Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  5. 5. Changing Media Landscape Evolving Media Landscape • Monopolistic businesses; inertia – Print and digital separate operations • Advertising $s subsidize media • Advertising $s are finite • PR on Social Media is a new Opportunity Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  6. 6. Changing Media Landscape Evolving Media Landscape • Internet channel is number 2 in Ad $s (eclipsed broadcast) • Print media is biggest victim • Mobile is an increasing part of digital Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  7. 7. Changing Media Landscape Evolving Media Landscape • Channels were specific to content form • Traditional media companies shift and develop internet channels • Print media, broadcast media and pure plays all go head to head on internet Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  8. 8. Changing Media Landscape Evolving Media Landscape • Internet Digital First “pure plays” emerge to take ad $s: – Google and search: new category (10% of ad $s) – Facebook: new category (57% of ad rev. is mobile) – Buzzfeed: changes how media is produced Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  9. 9. Changing Media Landscape Evolving Media Landscape • Costs are fixed: pushes price of content towards zero • Integration across media is important • Hyper personalization vs. serendipity: Echo Chamber Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  10. 10. Changing Media Landscape Need to follow the consumer: • “Consumers redefining decades old consumption habits” – Bloomberg CEO • Mobile-First millennials – Magazine is a broken iPad • Increasing time spent on mobile device • Increasing time spent in Native Apps Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  11. 11. Changing Media Landscape Need to follow the consumer: • Need to design an App: A habit ? – Versus Google News ? • Need a Social Media strategy: Buzzfeed Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  12. 12. Changing Media Landscape Print Media • Classified ads shifted to Craigslist • Loss of subscriber base • Online ad revenue not as valuable as print ad revenue (2011: $1 gained is $7 lost) • Industry revenue dropped 50% in a decade Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  13. 13. Changing Media Landscape Print Media • Impact on local paper not as big as Metro • Need to disrupt, or be disrupted (JCP) Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  14. 14. Changing Media Landscape Print Media: Reaction • Phase 1: get web site, content on web “additive” versus strategic • Add paywall ? • Move from Print First to Digital First ? • Change print schedule, content & editorial Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  15. 15. Changing Media Landscape Print Media: Reaction • Use data: Focus on “reader experience” • Buzzfeed effect (New York Times) – Journalism – Discoverability (Clickable, SEO etc) – Engagement Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  16. 16. Changing Media Landscape Print Media: Reaction • Guardian’s Known Strategy – Membership versus Paywall • App Strategy (unbundle) Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  17. 17. Changing Media Landscape Broadcast Media: Reaction (ad $s still decent) • Add internet channels • Continued fragmentation – Cable, satellite • Consumers shifting devices • Develop internet / print content Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  18. 18. Changing Media Landscape Broadcast Media: Reaction (ad $s still decent) • Linear TV to Internet TV • Live events versus programming • Pure Plays: – Netflix – Hulu etc. Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  19. 19. Changing Media Landscape Broadcast Media: Reaction (ad $s still decent) • Net Neutrality issues: – Comcast versus Netflix • Internet Streaming TV – Apple TV – Google Chromecast – Roku Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

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