2010 7 6 mindshare future of media presentation v4.0

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2010 7 6 mindshare future of media presentation v4.0

  1. 1. THE FUTURE<br />OF MEDIA<br />NORMJOHNSTON<br />MINDSHARE WORLDWIDE<br />
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  3. 3. MORE PEOPLE WATCHEDOBAMA’S INAUGURATION <br />ONLINE THAN ON TELEVISION<br />
  4. 4. 3rdBIGGEST COUNTRY <br />IN THE WORLD<br />
  5. 5. 3<br />BILLION<br />DOWNLOADSAND COUNTING<br />
  6. 6. ON AVERAGE WE PASS <br />PIECES OFPERSONAL INFO INTO DATABASES EVERY WEEK<br />3,254<br />
  7. 7. INTERNET<br />OVERTAKES TV AD SPEND<br />
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  9. 9. Paid<br />Earned<br />Owned<br />
  10. 10. Paid<br />Earned<br />Owned<br />NikePhysical <br />Store<br />NikeOnlineShop<br />NikeTwitter<br />Nike web site<br />Engage<br />Visibility<br />Direct<br />NikeYouTubePage<br />NikeOfficialFan Page<br />Syndicate<br />Share<br />
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  25. 25. “How and where will consumers engage with, consume and experience media in 2015 and how will marketers and the communications industry need to evolve in order to succeed?”<br />
  26. 26. Fluid (anytime, any place) <br />Access <br />Attention <br />Consolidated<br />Fragmented<br />Fixed (sometimes, some places)<br />
  27. 27. Fluid (anytime, any place) <br />Access <br />PORTAL OF ME<br />TONS OF TWITTER<br />Attention <br />Consolidated<br />Fragmented<br />MEDIA BUFFET<br />TRAD NEW MEDIA<br />Fixed (sometimes, some places)<br />
  28. 28. Fluid (anytime, any place) <br />TONS OF TWITTER<br />High media consumption and appetite<br />Consumers as creators, editors, distributors<br />SNS primary access point<br />Long tail world<br />Access <br />Attention <br />Fragmented<br />
  29. 29. Fluid (anytime, any place) <br />PORTAL OF ME<br />Consumers trust a few brands to select/ personalize content<br />Value of personal data understood<br />Media partners operate across platforms<br />High DVR, tablet, cloud use<br />Access <br />Attention <br />Consolidated<br />
  30. 30. Attention <br />Consolidated<br />TRAD NEW MEDIA<br />Trust in media brands to deliverright content to context<br />Consumers relatively passive,low interactivity<br />Entertainment more importantthan connectivity<br />Linear TV, print do well, tablets don’t<br />Access <br />Fixed (sometimes, some places)<br />
  31. 31. Attention <br />Fragmented<br />MEDIA BUFFET – LESS IS MORE<br />Quality of content experience valued over continual access<br />Consumers info/task orientated, not creative<br />Consumers choose not to share personal data<br />Consumers negative towards advertising<br />?<br />Access <br />Fixed (sometimes, some places)<br />
  32. 32. SOCIAL <br />MOBILE<br />ONLINE VIDEO<br />DATA<br />

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