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Temasek Polytechnic January 2009

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Temasek Polytechnic January 2009

  1. 1. Temasek Polytechnic Advanced Media Marketing Management Geert Desager Marketing Manager Microsoft Advertising 22 nd of January 2009
  2. 2. Agenda <ul><li>Bring the love back </li></ul><ul><li>Beyond the banner </li></ul><ul><li>Future of TV </li></ul>
  3. 5. “ We are not hanging out in the same places anymore!” Source picture:
  4. 6. Exploding Online Users in APAC Source: , May 2008
  5. 7. Still huge Potential in APAC Source:, May 2008
  6. 8. Exploding Online Users in APAC Source:, May 2008
  7. 9. Exploding Online Users in APAC Source:, May 2008
  8. 10. No. of hours spent on each medium per week Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Source: Synovate AsiaBUS Survey June/July 2007 Aged 25-34 Top/Middle Management University degree or above Executive Summary - Regional Magazines 3.0 hours Internet 18.5 hours Radio 10.5 hours TV 16.9 hours Newspapers 4.2 hours Magazines 3.7 hours Internet 20.8 hours Radio 10.6 hours TV 15.2 hours Newspapers 5.9 hours Magazines 4.2 hours Internet 19.9 hours Radio 9.3 hours TV 14.8hours Newspapers 5.6 hours The Internet outperforms TV & print in time spent among key demographics
  9. 11. 2007 Internet Ad Spend Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008
  10. 12. “ You are not even listening!” Source picture:
  11. 13. Research shows that 65% of all marketing spend in 2007 had no effect on consumers 70% of all asian marketers are not tracking the effectiveness of their spending Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report
  12. 14. “ It’s not genuine!”
  13. 15. “ Research shows that 86% of consumers no longer believe what brands say about themselves” “ Whereas 78% of consumers believe what other consumers say about brands” Source:
  14. 16. Times they are a-changin’
  15. 17. Times they are a-changin’
  16. 18. Times they are a-changin’
  17. 19. Times they are a-changin’
  18. 20. Times they are a-changin’
  19. 21. Times they are a-changin’
  20. 22. Times they are a-changin’
  21. 23. <ul><li>A typical 21 year old... </li></ul>Thanks to
  22. 24. ...has played 5.000 hours of video games Thanks to
  23. 25. ...exchanged 250.000 emails, instant and SMS messages... Thanks to
  24. 26. ...10.000 hours of mobile phone usage... Thanks to
  25. 27. ...and has spent 3.500 hours of time online... Thanks to
  26. 28. Channels 1,7 5,4
  27. 29. Today, the gaming industry is double the size of the movie industry. Thanks to
  28. 30. Gamers mainly play during prime time TV. Next to gaming, the internet is the preferred medium, followed by television. Thanks to
  29. 31. “ Halo 3 generated $170 million in sales “ The incredibles” reeled in $70 million (Both in one weekend) . Thanks to
  30. 32. Everquest has 2.2 million members (spending 28 hours per week). Thanks to
  31. 33. Animal crossing gets 5.000 new users a day. Thanks to
  32. 34. 86 million adults are currently playing computer games. Source: Businessweek, October 2006 & Thanks to
  33. 35. <ul><li>Will never read a newspaper but attracted to some magazines </li></ul><ul><li>Will never own a land-line phone (and maybe not a watch) </li></ul><ul><li>Will not watch television on someone else’s schedule much longer </li></ul><ul><li>Trust unknown peers more than experts </li></ul><ul><li>For first time willing (2005) to pay for digital content. Never before. </li></ul><ul><li>Little interest in the source of information and most information aggregated. </li></ul><ul><li>Community at the center of Internet experience </li></ul><ul><li>Think not interested in advertising or affected by brand, but wrong. </li></ul><ul><li>Everything will move to mobile </li></ul><ul><li>Less interested in television than any generation before </li></ul><ul><li>Want to move content freely from platform to platform with no restrictions </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Use IM. Think e-mail is for their parents </li></ul>Youngster “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2007
  34. 36. Creativity is the key to consumer engagement
  35. 41. The world’s longest ad!
  36. 48. In Progress Games
  37. 53. Case Study: Guinness Singapore
  38. 54. Campaign Background <ul><li>Objective </li></ul><ul><li>To build and reinforce awareness of pool, G9BT and Guinness </li></ul><ul><li>Engage passion for pool in a fun & interactive manner </li></ul><ul><li>Drive recruitment </li></ul><ul><li>How? </li></ul><ul><li>Capitalizing on the ü ber-popular digital platform of Windows Live Messenger , we will put Guinness and the game of pool in the daily lives of our target audience and potential customers. </li></ul><ul><li>Why? </li></ul><ul><li>The MSN network has 7.6 million users in Singapore, Malaysia and Indonesia alone </li></ul><ul><li>2.1 million users are on Windows Live Messenger (SG = 1M, MY = 900K, Indon = 183K). </li></ul><ul><li>75% are above 18 in all 3 of these countries </li></ul><ul><li>30% are our bulls-eye target profile (25- 34 years); total potential reach of 630k users </li></ul><ul><li>Key efforts </li></ul><ul><li>First time on MSN ever! A pool game allowing peer-to-peer interaction </li></ul><ul><li>Widespread visibility on MDAS properties </li></ul><ul><li>Banners and strategic site takeover executions to drive awareness/traffic </li></ul><ul><li>eDM blast to member bases to inform about the latest Guinness-sponsored pool game download on MSN </li></ul><ul><li>Drive to site via Windows Live game vehicle </li></ul>
  39. 55. Integrated User Journey Regional Digital Media PR On Trade ATL G9BT MSN Pool Game Mini-Site WL Messenger Pack MSN Homepage OTP MSN Feature Offer eDM WL Hotmail – Super Banners, skyscrapers , Link to G9BT MSN Pool Game Launch mini-site User Invite Friends to play on MSN Messenger Regional media buy is applicable to: Malaysia, Singapore and Indonesia ONLY
  40. 56. MSN Mechanism for Guinness Guinness Pool Challenge Site that promotes Windows Live Messenger Game Guinness Pool Challenge Site Hotmail – Showcase, Super Banner & Skyscraper MSN SG Home Page – Expandable showcase Windows Live Messenger – Expandable Half Banner, Today Mini Showcase, Webcam Showcase & Conversation Window Textlink
  41. 57. Windows Live Messenger Game
  42. 58. Messenger TV
  43. 59. Live agents
  44. 60. IM:
  45. 62. 2d dynamic imagery
  46. 63. 2d dynamic imagery
  47. 70. Desperate Housewives Screenshots
  48. 71. Surface
  49. 72. Surface
  50. 73. Beyond the browser <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  51. 74. The future of TV and widgets
  52. 75. Change <ul><li>Social Media </li></ul><ul><li>Convergence </li></ul><ul><li>Online video </li></ul><ul><li>Advertising </li></ul><ul><li>Law </li></ul>Picture source:
  53. 76. Picture source:
  54. 77. Yesterday the BBC decided what you watched, today you decide, tomorrow your friends will decide! Anthony Rose, Head of Digital at the BBC
  55. 78. When did we start trusting strangers? Volume of Recommendation PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Church, state, monarchy dictate the agenda Professional media dictate Consumers dictate Universal McCann: September 2008
  56. 79. When did we start trusting strangers? PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Universal McCann: September 2008
  57. 80. “ Your digital life is growing out of control. Focus on what you care for” Tariq Krim, CEO Netvibes Picture source:
  58. 83. Web gadgets
  59. 84. Most popular
  60. 85. Mobile widgets
  61. 86. Most popular
  62. 87. Physical widget station
  64. 89. Convergence of devices
  65. 95. Convergence of media formats
  66. 96. Is it a newspaper? Source:
  67. 97. Is it a blog? Source:
  68. 98. Is it a magazine? Source:
  69. 99. Is it radio? Source:
  70. 100. Is it TV? Source:
  71. 101. <ul><li>The web is format agnostic – any message can use any format </li></ul><ul><li>Traditional media formats are fighting against each other as never before </li></ul>Source: Picture:
  73. 103. It’s getting crowded
  74. 105. IPTV
  75. 106. Similar models
  76. 107. Aggregators of streaming video
  77. 108. Picture source:
  78. 109. BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing
  79. 110. even though with only 6 million hits in September, Hulu is expected to generate to $70m.
  80. 115. Messenger TV
  81. 117. Netflix on Xbox
  82. 119. WHAT ARE PEOPLE WATCHING? Picture source:
  83. 120. TV Viewership is From Mars, Social Interactions are From Venus <ul><li>TV shows find boost with social networks Source: </li></ul>Source:
  84. 121. Measuring the social
  85. 122. Picture:
  86. 123. <ul><li>Scarcity in space dictates scarcity in content production & distribution </li></ul><ul><li>Abundance in space dictates abundance in content production & distribution </li></ul> Picture:
  87. 124. WHERE IS THE MONEY? Picture Source:
  88. 125. <ul><li>NBC CEO Jeff Zucker: The Web will turn “analog dollars” into “digital pennies </li></ul>
  89. 126. Where is the money?
  90. 128. Screens and Teens <ul><li>31% of in-home internet activity occurs while watching TV </li></ul><ul><li>45% teens IM or message friends they know are watching the same tv shows </li></ul><ul><li>35% of 9-17 year olds have participated or played games that they were informed about while watching TV shows </li></ul>
  91. 133. Picture:
  92. 134. Piracy <ul><li>What he and Zucker have come to understand is that the media companies no longer have a choice: If they don't put their shows online, someone else will. &quot;The best way to combat piracy is to make your content available,&quot; Zucker says. &quot;We don't know for sure what the impact is going to be on our established businesses. But we want to make sure consumers know they don't need to steal our content. That's really what Hulu is about.&quot; </li></ul>
  93. 135. Picture:
  94. 136. THANK YOU <ul><li>[email_address] </li></ul><ul><li> </li></ul>

Editor's Notes