The document discusses the evolution and impact of tablets, particularly the iPad, on media consumption and advertising. It highlights the shift in user behavior from traditional media to interactive and digital formats, emphasizing the importance of apps and rich content. Additionally, it explores the changing landscape of advertising, with a focus on the advantages of engaging consumers through interactive ads on these devices.

1. Looking through
a black mirror.
A second view on content, media & advertising.
by @ndecrock and @cvanrhijn

2. First view on ‘The Tablet’
A lean mean mobile machine

3. The story starts on November 19
2007
3.000.000 Kindles
630.000 book titles
August
2010

4. Kindle was in 2009 the
bestselling product of
Amazon. For the first time
the webshop sold more e-books
than paper books.

5. In April it broke through.
2010
3.500.000 iPads
25.000 apps
August
2010

6. 3,3 million iPads sold in three months
Number of days it took to reach 1 mio units sold

7. Don’t compare a watch with a time machine.

8. DEAR IPAD USER,
HAVE YOU LOOKED IN
THE MIRROR LATELY ?
“iPad user are Selfish, unkind,
over-achieving and power-hungry”
Yeah. Yeah.
Source: Wired, August 2010

9. The tablet is the first lean
back, lean forward device.

10. ✓ Reading
✓ Watching
✓ Working
✓ Browsing
✓ Learning
✓ Gaming
✓ Communicating

11. iPad is not used like a desktop PC

12. Evening iPad reading on a sofa
Different usage in comparison to smartphones

13. iPad Consumer Usage Study
iPad preferred method of reading newspapers and magazines
7%
12%
24%
26%
31%
0% 10% 20% 30% 40%
e-Reader Mobile phone Print Laptop/PC iPad
Source: Cooper Murphy Webb, 2010

14. iPad Consumer Usage Study
iPad preferred method of reading books
7%
4%
36%
12%
41%
0% 12,5% 25% 37,5% 50%
e-Reader Mobile phone Print Laptop/PC iPad
Source: Cooper Murphy Webb, 2010

15. So, it’s better than a newspaper huh ?

16. But it’s the
apps, stupid.

17. Source:
MobClix index,
July 2010

18. iOS users have the widest choice
Number of mobile apps available (paid & free), in thousands
285 130 27 13 10
Nokia BlackBerry

19. 2. A second view on Content
Inside Out the Newsroom

20. From Morning Paper to News Brand
always up to date
quick scan iinteractivity internet reference
morning paper quick scan quick scan
news overview on the move reading moment on the move backgrounds and analysis
reading moment breaking news information search breaking news reading moment
07:00
24:00
getting up commute work or school break work or school evening
and relax
breakfast

21. Third Window or 3rd Dimension
paper internet and tablets
mobile (internet)
• news overview • alerts • current affairs and
• background and • breaking news backgrounds
analysis • geolocal info • infographics
• that day’s debate or • archives • video
hot topic • reference • interactivity
• interactivity

22. Redefining content for different dimensions
‣ Adapting to new media ‘consumption’ behaviour
‣ Profiled advertising

23. Key Success Elements for reader
richness of the
content offer
open platform
different platforms of choice
experience
ease of use, always-on connectivity
and providing an unique experience

24. Key Success Elements for publisher
profitable pricing a premium price for
model premium content
control the value chain
keep the customer
for subscriptions and profiled
relationship
advertising in the future
multi-platform keep you independence and
have the opportunity to earn the
investments back by leveraging
on different platforms

25. The ‘not invented here syndrome’ is gone. Finally.

27. 3. A second view
on media & advertising.

28. A second view watching that other lean back medium. TV.

29. Lean back + lean back = content2

30. Watch F1 drivers LIVE from the iPad
Formula One 2010 Timing and Track Positioning Application

31. Interact with exclusive ‘synced’ content
ABC's My Generation Sync

32. Advertisers will like their glossy ads.

33. Advertisers like their ads to be exclusive.
Sponsoring is back in business. Free apps thx to advertisers.

34. Advertisers will like their ads BIG.

35. Extra large
!

36. Advertisers (and consumers)
will like their interactive ads.

40. Introducing:
Lean Back Power
30 seconds
= user interaction with
online ad on iPad
6x
= six times longer than an
ad on desktop PC

41. x
live profiling
> one2one
opportunities

42. Beware of the (r)Evolution in Media Land
> >
local global

43. “iAd will turn the world of mobile
advertising upside down"
Rob Master,
North American Media Director of Unilever.

44. One more thing:
The Tablet means business.

45. The first real b2B
mobile device
Improve Product Demos • Trade Show Info Capture • More Multimedia Content

47. x
1 out of 5
US doctors wants
to buy iPad

48. But, no need to rush
It has only begun.

49. Thanks for
looking through
the black mirror.
@ndecrock and @cvanrhijn