Changing Media Landscape - Arend Hendriks, Microsoft

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Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

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  • Changing Media Landscape - Arend Hendriks, Microsoft

    1. 1. Changing Media landscape <ul><li>Arend Hendriks </li></ul><ul><li>Country Manager Central & Eastern Europe </li></ul><ul><li>Microsoft Digital Advertising Solutions </li></ul><ul><li>advertising.microsoft.com </li></ul>
    2. 2. What we will speak about <ul><li>Observing some trends in Media & Consumers </li></ul><ul><li>Ideas how to deal with it </li></ul><ul><li>Executing that: being creative </li></ul>
    3. 4. Print Radio Media 90 years ago
    4. 5. Media 60 years ago Print TV Radio
    5. 6. Print Broadcast and Cable TV Radio Media 30 years ago
    6. 7. Media 10 years ago Print Broadcast and Cable TV Radio Digital: banners and text
    7. 8. Media yesterday Broadcast and Cable TV Print Radio Display Video Advertising Text Links Micro-sites Rich Media In-Game Ads Social Networking IPTV Mobile Ads Ad-funded apps
    8. 9. Media tomorrow Broadcast and IPTV Print and Reusable Paper Broadcast and Digital Radio Display Video Advertising Text Links Micro-sites Rich Media In-Game Ads Social Networking IPTV Mobile Ads Ad-funded apps User Generated Video Advertising Pre-Roll Micro-sites Rich Media Interactive Video Digital Product Placement 5 second spot Mobile Video Ads Ad-funded OS Portable Media Ads
    9. 10. Page Online is used by the majority not the minority Source *EIAA Mediascope 2007 ( UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) 57% of all Europeans regularly use the Internet 11.7 hrs per week are spent online 81% of European connections are broadband
    10. 11. Consumers are online all day Page TV Newspapers Radio Online European media usage by time of day – 7 day average Online is becoming a central support tool into peoples lives Source:EIAA Mediascope 2006 (UK, FR, DE, BE, NL, ES, SE, NO, DK)
    11. 12. Online audience time is steadily increasing <ul><li>Internet usages is the only growing media </li></ul>Source *EIAA Mediascope 2007 ( UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK)
    12. 13. Share of Media versus Share of Ad Spending Share of Total Media Time Share of Total Ad Spending Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) . Zenith Optimedia Western Europe Ad Expenditure Forecast Oct 07 Online represents 23% of all time spent on major ad-supported media, but only 8% of total ad spend
    13. 14. What we will speak about <ul><li>Observing some trends in Media & Consumers </li></ul><ul><li>Ideas how to deal with it </li></ul><ul><li>Executing that: being creative </li></ul>
    14. 15. it used to be pretty awkward…
    15. 18. The consumer is in (remote) control
    16. 19. “ Time is being created that didn’t exist before.” ~farfar, Stockholm, Sweden Consumer in control decides the moment, time and place
    17. 20. PVR - the next VCR (with a catch) <ul><li>In recorded programming, what percentage of ads do you actually watch? </li></ul>Source: Forrester – US Data Less than 10% 52% None 30% 10% to 25% 11% 26% to 50% 4% More than 50% 3%
    18. 21. The consumer wants relevance and on-demand <ul><li>Disinterested, disengaged </li></ul><ul><li>Leaning forward, Captured </li></ul><ul><li>Teens spend almost 15 hours online </li></ul><ul><li>3 hours more </li></ul><ul><li>up 17% vs 2005 </li></ul>Page |
    19. 22. The consumer is empowered It has never been easier to be part of the media landscape
    20. 23. The Captains of Industry get it “ The tremendous pace of change is not being grasped… it’s a &quot;cop out&quot; to talk about children and grandchildren having different media habits. It's happening now” Sir Martin Sorrell, CEO WPP “ For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work” Kevin Roberts: Saatchi & Saatchi “ We must accept the fact that there is no mass in mass media anymore, and leverage more targeted approaches“ Jim Stengel, GMO P&G
    21. 24. What we will speak about <ul><li>Observing some trends in Media & Consumers </li></ul><ul><li>Ideas how to deal with it </li></ul><ul><li>Executing that: being creative </li></ul>
    22. 27. Bring the love back http://www.youtube.com/watch?v=cpGAAFb6bLM
    23. 28. What we will speak about <ul><li>Observing some trends in Media & Consumers </li></ul><ul><li>Ideas how to deal with it </li></ul><ul><li>Executing that: being creative </li></ul><ul><ul><li>Cannes Lions Festival examples </li></ul></ul>
    24. 31. http://www.youtube.com/watch?v=iYhCn0jf46U
    25. 32. http://www.youtube.com/watch?v=nhStKDFGv_s
    26. 35. http://www.youtube.com/watch?v=WkIlyO5PXHE
    27. 39. [email_address]

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