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# Failing Forwards<br />Russ Lidstone<br />Wednesday, 21st September  2011<br />@russlidstone<br />
An interesting shaped animal <br />© Dr Seuss <br />
“Lidstone’s calendar of memorable events”<br />1960	First birth control pill<br />1961	Gagarin in space <br />1962	One flu...
Your audience isn’t <br />
Different and more media<br />Global media consumption: average hours per week <br />100<br />Games<br />90<br />80<br />D...
Different and more media<br />Global media consumption: average hours per week <br />100<br />Games<br />90<br />Mobile<br...
Worldwide internet usage<br />Global media consumption: average hours per week <br />Number of users (Millions)<br />100<b...
Mobile phone usage<br />Global media consumption: average hours per week <br />Number of users (Millions)<br />Number of m...
UK “digital”agencies <br />Global media consumption: average hours per week <br />Number of agencies <br />Number of users...
Cannes Lions winning countries & categories <br />Global media consumption: average hours per week <br />Number of agencie...
world <br />has become flat <br />
5th mover advantage<br />Peak of inflated expectations<br />Plateau of productivity and delivery  <br />Slope of enlighten...
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Fail forward by Russ Lidstone adtech September 2011 pt1

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Fail forward by Russ Lidstone adtech September 2011 pt1

  1. 1. # Failing Forwards<br />Russ Lidstone<br />Wednesday, 21st September 2011<br />@russlidstone<br />
  2. 2. An interesting shaped animal <br />© Dr Seuss <br />
  3. 3. “Lidstone’s calendar of memorable events”<br />1960 First birth control pill<br />1961 Gagarin in space <br />1962 One flue over the cuckoos nest (book) <br />1963 JFK Assassination<br />1964 Beatlemania hits N.America <br />1965 Troops to Vietnam <br />1966 England win football world cup <br />1967 1st heart transplant <br />1968 2001 Space Odyssey <br />1969 First man on the moon <br />1970 Beatles break up <br />1971 Clockwork Orange <br />1972 Jesus Christ Superstar <br />1973 Watergate <br />1974 The ‘Rumble in the Jungle’<br />1975 Jaws<br />1976 Student riots in South Africa <br />1977 Star Wars <br />1978 1st test tube baby <br />1979 Margaret Thatcher elected <br />1980 Ronald Reagan elected <br />1981 First IBM P.C <br />1982 ET <br />1983 Thriller<br />1984 Desmond Tutu wins Noel Peace Prize <br />1985 Live Aid<br />1986 Chernobyl <br />1987 The Simpsons makes its first appearance<br />1988 Ben Johnson wins Olympic gold <br />1989 Berlin Wall comes down <br />1990 Nelson Mandela released <br />1991 Russian coup – end of U.S.S.R<br />1992 LA riots <br />1993 Waco siege <br />1994 Kurt Cobain commits suicide <br />1995 DVD announced <br />1996 Toy Story – first computer animated film<br />1997 Princess Diana dies <br />1998 President Clinton impeached <br />1999 Columbine Tragedy <br />2000 First Big Brother <br />2001 9/11<br />2002 Euro launched as legal tender <br />2003 Invasion of Iraq<br />2004 Facebook created <br />2005 My Space bought by News Corp <br />2006 Saddam Hussein executed <br />2007 Final book of Harry Potter series published <br />2008 Barack Obama elected <br />2009 Michael Jackson dies <br />2010 Wikileaks<br />2011 Osama Bin Laden killed <br />
  4. 4. Your audience isn’t <br />
  5. 5. Different and more media<br />Global media consumption: average hours per week <br />100<br />Games<br />90<br />80<br />Digital radio<br />70<br />Mobile<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />Analogue TV<br />20<br />Internet<br />10<br />Print<br />0<br />1900<br />1960<br />1980<br />2000<br />2020<br />1920<br />1940<br />Source: Microsoft<br />
  6. 6. Different and more media<br />Global media consumption: average hours per week <br />100<br />Games<br />90<br />Mobile<br />80<br />Digital radio<br />70<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />AnalogueTV<br />20<br />Internet<br />10<br />Print<br />0<br />1991<br />2011<br />2000<br />Source: Microsoft<br />
  7. 7. Worldwide internet usage<br />Global media consumption: average hours per week <br />Number of users (Millions)<br />100<br />Games<br />90<br />Mobile<br />80<br />Digital radio<br />70<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />AnalogueTV<br />20<br />Internet<br />10<br />Print<br />0<br />1991<br />2011<br />2000<br />Source: Internet World Stats <br />
  8. 8. Mobile phone usage<br />Global media consumption: average hours per week <br />Number of users (Millions)<br />Number of mobile phone subscriptions (Millions)<br />100<br />Games<br />90<br />Mobile<br />80<br />Digital radio<br />70<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />AnalogueTV<br />20<br />Internet<br />10<br />Print<br />0<br />1991<br />2011<br />2000<br />Source: UN ITN<br />
  9. 9. UK “digital”agencies <br />Global media consumption: average hours per week <br />Number of agencies <br />Number of users (Millions)<br />Number of mobile phone subscriptions (Millions)<br />100<br />Games<br />90<br />Mobile<br />80<br />Digital radio<br />70<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />AnalogueTV<br />20<br />Internet<br />10<br />Print<br />0<br />1991<br />2011<br />2000<br />Source: IPA <br />
  10. 10. Cannes Lions winning countries & categories <br />Global media consumption: average hours per week <br />Number of agencies <br />Number of users (Millions)<br />Number of mobile phone subscriptions (Millions)<br />Number of countries/categories <br />100<br />Games<br />90<br />Mobile<br />80<br />Digital radio<br />70<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />AnalogueTV<br />20<br />Internet<br />10<br />Print<br />0<br />Countries <br />1991<br />2011<br />2000<br />Categories <br />Source: Cannes Lions <br />
  11. 11. world <br />has become flat <br />
  12. 12. 5th mover advantage<br />Peak of inflated expectations<br />Plateau of productivity and delivery <br />Slope of enlightenment <br />Trough of disillusionment <br />EXCITEMENT <br />TIME <br />1st Mover <br />5th Mover <br />Via Gartner: Hype Cycle <br />

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