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Trends in Multimedia Consumption & Advertising by Paul Gibler

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Trends in Multimedia Consumption & Advertising by Paul Gibler

  1. 1. e-MarketingThen, Now &Next<br />Paul J. Gibler MBA<br />
  2. 2. Media Today = Clutter<br />Vlogs<br />Online Video<br />RSS Feeds<br />Search engines<br />Yellow Pages<br />Sponsorships<br />magazines<br />Direct mail<br />Interactivetelevision<br />Blogs<br />directories<br />keywords<br />Cable television<br />Satellite radio<br />newspapers<br />Trade Pubs<br />Out-of-home<br />radio<br />Podcasts<br />e-mail<br />webcasts<br />Product placements<br />Junk faxes<br />DVR<br />Wikis<br />Social Networks<br />Social Bookmarking<br />Trade Shows<br />
  3. 3. Media Today = Fragmentation<br />1960<br />2008<br />Radio Stations4,400<br />Radio Stations13,500<br />MagazineTitles17,300<br />MagazineTitles8,400<br />TV Channelsper home5.7<br />TV Channelsper home82.4<br />Pages Indexed by Google4.4 Billion<br />Internet Broadcast stations25,000+<br />Multiple Sources<br />
  4. 4. Media Consumption Change<br />The Big “Four” Network TV Viewership<br />75%<br />56%<br />37%<br />22%<br />1952/3<br />1972/3<br />1992/3<br />2002/3<br />Source: Nielsen Media Research, Business Week 2009<br />
  5. 5. 40%<br />
  6. 6. -30%<br />
  7. 7. Since 1835<br />
  8. 8. 48%<br />
  9. 9. Marketing & Media Spending<br />
  10. 10. Marketing & Communications Expenditures<br />+20%<br />Alternative & Interactive Channels<br />- 4%<br />Traditional Marketing<br />-15%<br />Traditional Advertising<br />Source: Veronis Suhler 2008 Communications Forecast<br />
  11. 11. Internet Fastest Growing Medium<br />2009<br />2011<br />Source: ZenithOptimedia, 12/08<br />
  12. 12. Online Demographics& Activities<br />
  13. 13. What are we doing online?<br />42%<br />ContentOnline Publishers Association, 3/09<br />
  14. 14. What are we doing online?<br />27%<br />CommunicationsOnline Publishers Association, 3/09<br />
  15. 15. What are we doing online?<br />13%<br />CommerceOnline Publishers Association, 5/09<br />
  16. 16. What are we doing online?<br />13%<br />CommunityOnline Publishers Association, 3/09<br />
  17. 17. What are we doing online?<br />6%<br />SearchingOnline Publishers Association, 3/09<br />
  18. 18. e-Marketing is YOUNG!!!<br />SPAM4/19/94<br />Online Ad10/94<br />Secure<br />Transaction<br />8/11/94<br />NetscapeBrowser10/3/94<br />
  19. 19. e-Marketing & Web 2.0 –Social Media<br />
  20. 20. New Paradigms<br />Monologue<br />Conversation<br />Interruption<br />Product Driven<br />Customer Driven<br />
  21. 21. …to Time Shifted Media <br />The way I want it…<br />When <br />Where <br />How delivered<br />
  22. 22. …to Engagement Media<br />Relevant<br />Involved<br />Connected<br />
  23. 23. “Consumers can no longer be<br />considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.”IBM Institute for Business Value, 2009<br />
  24. 24. Forrester Social Technographic Ladder<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  25. 25. 2008…<br />“While only a small slice…wants to blog, a far larger swath… is eager to make friends and contacts, to exchange pictures and music, to share activities and ideas.”<br />
  26. 26. Social Media Tools<br />
  27. 27. Online Media Consumption<br />Online Video Growth2/03 – 2/09<br />Nielsen NetView 4/09<br />339%<br />
  28. 28. Online Media Participation<br />87%<br />Social Network Growth2/02 – 2/09<br />Nielsen NetView 4/09<br />
  29. 29. Web 2.0 Explosion<br />
  30. 30. Online Advertising <br />
  31. 31. Online Advertising – History<br />1st Online Ad<br />Client: ATT <br />Publication: HotWired.com <br />Date: October 1994<br />1st Interactive Ad<br /><ul><li>Client: HP
  32. 32. Description: Users played pong within the ad</li></li></ul><li>Online Advertising Growth <br />Online Advertising % of Total Advertising<br />2013 – 15.2%<br />2012 – 13.8%<br />2011 – 12.3%<br />2010 – 11.2%<br />2009 – 9.9%<br />Source: eMarketer, April 2009<br />
  33. 33. Online is the place to be…<br />
  34. 34. When times are good, you should advertise. When times are bad, you must advertise.<br />
  35. 35. Thank you!<br />pgibler<br />connectingdots.com <br />608 255 4092<br />Paul J. Gibler MBA<br />

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