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Media and Technology: What's Around The Corner?

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The presentation adopts a "Mad Max" narrative to examine 4 trends that currently define the media industry. At the same time, it identifies 5 tent poles for every publisher, media and content creator to be aware of. Most findings are based on the Journalism, Media & Technology 2016 report by the Reuters Institute, focusing on the European & Greek market.

Published in: Business

Media and Technology: What's Around The Corner?

  1. 1. MEDIA & TECHNOLOGY WHAT’S AROUND THE CORNER?
  2. 2. THIS IS WHAT’S AROUND THE CORNER
  3. 3. TEXT FOUR TRENDS 1. Disaggregation of viewing habits 2. The collapse* of the expectation to pay for content 3. Increased advertising efficiencies 4. History repeating
  4. 4. TEXT FOUR TRENDS 1. Disaggregation of viewing habits 2. The collapse* of the expectation to pay for content 3. Increased advertising efficiencies 4. History repeating
  5. 5. GO GET THEM 1. VIEWING HABITS
  6. 6. HARDWARE 1. DESKTOP 2. DESKTOP + LAPTOP 3. DESKTOP + LAPTOP + SMARTPHONE 4. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD 5. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET 6. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET 7. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV 8.DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH 9. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR 10.DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR + SMART GLASSES + SMART DRONES + SMART MIRROR + SMART CAR + SMART ROBOTS + SMART STUFF IN GENERAL
  7. 7. SOFTWARE 1. BROWSER 2. BROWSER + APPLICATION 3. BROWSER + APPLICATION + FACEBOOK 4. BROWSER + APPLICATION + FACEBOOK + TWITTER 5. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE 6. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE 7. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP 8. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP + SNAPCHAT 9. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP + SNAPCHAT + MESSENGER + VIBER + PERISCOPE + SLACK + TINDER
  8. 8. TEXT FOUR TRENDS 1. Disaggregation of viewing habits 2. The collapse* of the expectation to pay for content 3. Increased advertising efficiencies 4. History repeating
  9. 9. NO MORE 2. PAY FOR CONTENT
  10. 10. “DEN FTANEI POY KONOMATE APO TA CLICKS MOU!!1!” Unknown (Internet User, Everywhere, Everytime) 2. PAY FOR CONTENT
  11. 11. TEXT FOUR TRENDS 1. Disaggregation of viewing habits 2. The collapse* of the expectation to pay for content 3. Increased advertising efficiencies 4. History repeating
  12. 12. #TRUESTORY 3. INCREASED ADVERTISING EFFICIENCIES
  13. 13. TEXT FOUR TRENDS 1. Disaggregation of viewing habits 2. The collapse* of the expectation to pay for content 3. Increased advertising efficiencies 4. History repeating
  14. 14. THE PAST IS BACK 4. HISTORY REPEATING
  15. 15. 4. HISTORY REPEATING 1. GIFs 2. Emojis 😎 3. Email newsletters 4. Podcasts 5. Chat platforms
  16. 16. SOURCE: ACTIVATE TECH AND MEDIA OUTLOOK 2016
  17. 17. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  18. 18. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  19. 19. “PICK UP WHAT YOU CAN AND RUN” Imperator Furiosa
  20. 20. “OUR PHONES ARE MORE IMPORTANT FOR OUR JOURNEY THAN ANYTHING, EVEN MORE IMPORTANT THAN FOOD” Wael (Refugee from Homs, Middle East Online, 19/08/15) A. SMARTPHONES
  21. 21. CONNECTING
  22. 22. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  23. 23. KNOCK KNOCK B. PUSH NOTIFICATIONS
  24. 24. “THERE IS A GENERATION WHO IS NOT READING ANYTHING LONGER THAN A NOTIFICATION” Otto Toth (CTO, Huffington Post, 2015) B. PUSH NOTIFICATIONS
  25. 25. B. PUSH NOTIFICATIONS 1. Glanceable Content 2. Relevant 3. All The News That’s Fit To Send 4. Teams assigned to them 5. Headline writers are the new…
  26. 26. GROWTH (%) IN PUSH NOTIFICATIONS FRANCE USA SPAIN ITALY 0 3.5 7 10.5 14 7 8 13 14 4 5 6 6 2014 2015 SOURCE: REUTERS INSTITUTE DIGITAL NEWS REPORT 2015
  27. 27. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  28. 28. PRESS PLAY C. VIDEO
  29. 29. TEXT C. VIDEO 1. Cheaper 2. Vertical 3. Immersive (VR & 360’) 4. Social 5. Live 6. Mobile
  30. 30. “VIDEO ACCOUNTED FOR AROUND 50% OF MOBILE DATA TRAFFIC IN 2015. BY 2021, ALMOST 70% WILL BE FROM VIDEO” Ericsson Mobility Report 2015 C. VIDEO
  31. 31. VERTICAL VIDEO HOW TO READ A BROADSHEET
  32. 32. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  33. 33. PEDAL TO THE METAL D. SPEED
  34. 34. TEXT D. SPEED 1. Cost on Time & Data 2. Google AMP / Facebook IA 3. Publishers Optimise 4. Ads: Less is Better
  35. 35. TEXT FIVE TENT POLES A. Smartphones B. Push Notifications C. Video D. Speed E. Ad Blocking
  36. 36. WAR BOYS E. AD BLOCKING
  37. 37. “DO NOT, MY FRIENDS, BECOME ADDICTED TO WATER. IT WILL TAKE HOLD OF YOU AND YOU WILL RESENT ITS ABSENCE.” Immortan Joe
  38. 38. “DO NOT, MY FRIENDS, BECOME ADDICTED TO ADS. THEY WILL TAKE HOLD OF YOU AND YOU WILL RESENT THEIR ABSENCE.” Immortan Joe
  39. 39. TEXT AD-BLOCKING IN EUROPE ▸ Greece has the highest ▸ Slovakia has the lowest ▸ 35% growth YoY ▸ 41.4B = Global Cost of Blocking Ads in 2016
  40. 40. TEXT E. AD-BLOCKING ‣ Desktop ‣ Mobile ‣ Publisher Pushback ‣ Main Reasons ‣ Misuse of Personal Data ‣ Ad Clutter / Sluggish Device
  41. 41. WHAT CAN WE DO?
  42. 42. WE COULD START AGAIN
  43. 43. TEXT WE COULD START AGAIN 1. Back to Storytelling 2. Focus on Engagement 3. Embrace technology (data/analytics) 4. Seek Alternative Sources of Revenue (just in case)
  44. 44. STAVROS DRAKOULARAKOS

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