Media Landscape And The Rise Of Digital Media Nov 2008

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A look at the UK media landscape and the rise of digital media

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  • Media Landscape And The Rise Of Digital Media Nov 2008

    1. 1. Media Landscape and the Rise of Digital Media
    2. 2. 06/06/09 Media landscape
    3. 3. Media Expenditure, 1987-2007 (£m) Source: Advertising Association Note: Internet spend consists of display, paid search and classified
    4. 4. Media Expenditure, 1960-2007 (£m) Source: Advertising Association Note: Internet spend consists of display, paid search and classified
    5. 5. Media Expenditure at current prices, 1960-2007 Source: Advertising Association
    6. 6. Media Expenditure at constant prices, 1960-2007 Source: Advertising Association
    7. 7. Number of Commercial TV channels
    8. 8. Number of radio stations, 1973-2007 Source: RAB Note: Analogue radio stations
    9. 9. Cinema Admissions, 1992-2008 Source: CAA/Nielsen EDI
    10. 10. Media Fragmentation Source: BRAD
    11. 11. Unique Visitors to Leading Social Media Sites Source: Comscore
    12. 12. All social networks have grown in recent years <ul><li>There is cross pollination with Social Networks </li></ul><ul><li>Many people have a Myspace, Bebo and Facebook account </li></ul><ul><li>But YouTube’s unique position as a social and video site has meant that YouTube has become the default platform for sharing and viewing videos </li></ul>
    13. 13. Future Consumer will be Digital Focused Ave. hours/week % media consumption Print Internet Analogue TV Digital TV Analogue radio Cinema Outdoor Wireless Games 0 10 20 30 40 50 60 70 80 90 100 1900 1920 1940 1960 1980 2000 2020 2006 Source: OFCOM 50% of all media by 2007 66% of all media by 2010 80% of all media by 2020
    14. 14. 06/06/09 Digital landscape
    15. 15. Online usage has become part of everyday life <ul><li>32m people online in the UK </li></ul><ul><li>6.8m are 15 to 24yrs </li></ul><ul><ul><li>21% of online population </li></ul></ul><ul><li>4.7m 15 to 24yrs ABC1 </li></ul><ul><ul><li>Average 31 minutes online </li></ul></ul><ul><li>2m 15 to 24yrs C2DE </li></ul><ul><ul><li>Average 35 minutes online </li></ul></ul>Source; ComScore Sept 2008
    16. 16. 1st internet ad <ul><li>AT&T in their &quot;you will&quot; campaign from 1994 </li></ul><ul><li>Netscape was the first internet browser, launched in 1994 </li></ul>
    17. 17. 2002 UK internet access reached 50%
    18. 18. 2007 UK broadband penetration surpassed 50% due to triple play services (mobile, broadband & phone)
    19. 19. Currently 21 million digital TV households
    20. 20. 2006 mobile phone penetration reached 90%
    21. 21. USB mobile broadband is still relatively low at 6.9% but set to grow with mobile operators offering free laptops with mobile broadband contracts
    22. 22. 2004 Halo 2 made more money on its first weekend of release than Titanic <ul><li>World of Warcraft was first released in 1994 and is the largest Massively Multiplayer Online Role Playing Game with over 11 million registered players worldwide </li></ul><ul><li>Online gamers on average spend 15 hours gaming per week </li></ul><ul><li>2008 Grand Theft Auto IV broke industry records with sales of around 3.6 million units on its first day of release and grossing more than $500 million in revenue in the first week, from an estimated 6 million units sold worldwide </li></ul>
    23. 23. BBC iPlayer largest audience 17million Internet TV IPTV Web TV “ Click n’ watch” Pre-downloads TV screen To PC screen
    24. 24. Catch up TV is breaking the barrier between video entertainment & the internet as a communications or shopping tool <ul><li>The Beijing Olympics was the tipping point for BBC iPlayer with a broader demographic profile using the online service </li></ul><ul><li>Consumers are responding to this increased supply </li></ul><ul><li>27% of those aged 15-24 claim to use the internet for ‘watching TV programmes’ in 2008, up by 17 percentage points in 12 months </li></ul><ul><li>45% used it for ‘watching video clips/webcasts’, also up by 18 percentage points over the same period. </li></ul>Source; Ofcom
    25. 25. Breakdown of UK YouTube traffic <ul><li>UK users are re-directed to a sub-domain of YouTube.com </li></ul><ul><li>US users are able to search UK content within the main YouTube.com domain </li></ul><ul><li>UK YouTube content viewed by US users varies case by case </li></ul><ul><li>But the average is 30% </li></ul><ul><li>Campaign Reach </li></ul><ul><li>670,977 users reached </li></ul><ul><li>30% viewed by US users </li></ul><ul><li>469,683 UK users </li></ul><ul><li>9.8% of 15 to 20 year olds reached </li></ul>Source: Hitwise, July/August 2007
    26. 26. Cost of targeting young people through traditional online media <ul><li>Targeted media on YouTube </li></ul><ul><li>Targeting UK 16 to 24yrs year olds </li></ul><ul><li>CPM of £4 CPM on YouTube </li></ul><ul><li>Impressions required 19,125,000 </li></ul><ul><li>2.45% interaction rate* </li></ul><ul><li>469,683 users interaction </li></ul><ul><li>Media Cost - £76,500 </li></ul><ul><li>Standard targeted display media </li></ul><ul><li>Targeting UK 15 to 21yrs year olds </li></ul><ul><li>CPM of £5 CPM on Hotmail, Facebook </li></ul><ul><li>Impressions required 19,200,000 </li></ul><ul><li>2.45% interaction rate* </li></ul><ul><li>470,000 users interaction </li></ul><ul><li>Media Cost - £96,000 </li></ul>*Source: DoubleClick Creative Insight on Rich Media Sept 2008

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