This document discusses changes in media consumption and advertising trends. It shows that television remains the largest segment of advertising spending but its share is declining as new platforms like internet and mobile emerge. Graphs show newspapers, magazines, and radio are also losing share to digital platforms. The document also examines how consumers are using tablets both for passive leisure activities like watching TV, as well as more active engagement like shopping online. It argues marketers need to integrate paid, owned, and earned media across platforms to reach converging audiences that move fluidly between devices.
26. % respondents using tablets while…
[ Source: Pew Research – The Economist 2011 ]
27.
28. 34
41
43
52
59
0 20 40 60
Watch TV
Use my smartphone
Use my PC
Listen to the radio
Read a paper book Read a paper book
Use my PC
Listen to radio
Use my smartphone
Watch TV
I spend more time daily
on my tablet than:
[ Source: US AdMob Survey 2011 ]
34. Analogue TV
Print0
10
20
30
40
50
60
70
80
1900 1920 1940 1960 1980 2000 2020
Internet
Digital TV
Gaming
Mobile
Outdoor
Digital Radio
Cinema
Analogue TV
Print Analogue Radio
Global media consumption: ave hours per week
[ Source: Carat Global Nov 2011 ]
35. Paid + owned + earned = converged
Converged = rich territory
Consumers distinguishing less and less;
marketers more and more
Marketers must develop expertise and
scale in E&O
36. Lean in and lean back in rhythm with
your audience
Don’t do it in silos
Don’t confuse the device with the
medium!
90% spending, 10% learning