The document outlines four key trends in media and technology: disaggregation of viewing habits, a diminishing expectation to pay for content, increased advertising efficiencies, and the recurrence of historical patterns. It emphasizes the growing importance of smartphones, video content, push notifications, speed in accessing information, and the impact of ad blocking. The document underscores the need for new storytelling approaches, enhanced engagement, and alternative revenue sources in response to these trends.

1. MEDIA & TECHNOLOGY
WHAT’S AROUND THE CORNER?

2. THIS IS WHAT’S AROUND THE CORNER

7. TEXT
FOUR TRENDS
1. Disaggregation of viewing habits
2. The collapse* of the expectation to pay for content
3. Increased advertising efficiencies
4. History repeating

8. TEXT
FOUR TRENDS
1. Disaggregation of viewing habits
2. The collapse* of the expectation to pay for content
3. Increased advertising efficiencies
4. History repeating

9. GO GET THEM
1. VIEWING HABITS

10. HARDWARE
1. DESKTOP
2. DESKTOP + LAPTOP
3. DESKTOP + LAPTOP + SMARTPHONE
4. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD
5. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET
6. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET
7. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV
8.DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH
9. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR
10.DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR + SMART
GLASSES + SMART DRONES + SMART MIRROR + SMART CAR + SMART ROBOTS + SMART STUFF IN GENERAL

11. SOFTWARE
1. BROWSER
2. BROWSER + APPLICATION
3. BROWSER + APPLICATION + FACEBOOK
4. BROWSER + APPLICATION + FACEBOOK + TWITTER
5. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE
6. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE
7. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP
8. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP +
SNAPCHAT
9. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP +
SNAPCHAT + MESSENGER + VIBER + PERISCOPE + SLACK + TINDER

12. TEXT
FOUR TRENDS
1. Disaggregation of viewing habits
2. The collapse* of the expectation to pay for content
3. Increased advertising efficiencies
4. History repeating

13. NO MORE
2. PAY FOR CONTENT

14. “DEN FTANEI POY KONOMATE
APO TA CLICKS MOU!!1!”
Unknown (Internet User, Everywhere, Everytime)
2. PAY FOR CONTENT

15. TEXT
FOUR TRENDS
1. Disaggregation of viewing habits
2. The collapse* of the expectation to pay for content
3. Increased advertising efficiencies
4. History repeating

16. #TRUESTORY
3. INCREASED ADVERTISING EFFICIENCIES

17. TEXT
FOUR TRENDS
1. Disaggregation of viewing habits
2. The collapse* of the expectation to pay for content
3. Increased advertising efficiencies
4. History repeating

18. THE PAST IS BACK
4. HISTORY REPEATING

19. 4. HISTORY REPEATING
1. GIFs
2. Emojis 😎
3. Email newsletters
4. Podcasts
5. Chat platforms

20. SOURCE: ACTIVATE TECH AND MEDIA OUTLOOK 2016

21. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

22. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

23. “PICK UP WHAT YOU
CAN AND RUN”
Imperator Furiosa

24. “OUR PHONES ARE MORE IMPORTANT
FOR OUR JOURNEY THAN ANYTHING,
EVEN MORE IMPORTANT THAN FOOD”
Wael (Refugee from Homs, Middle East Online, 19/08/15)
A. SMARTPHONES

25. CONNECTING

27. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

28. KNOCK KNOCK
B. PUSH NOTIFICATIONS

29. “THERE IS A GENERATION WHO IS NOT
READING ANYTHING LONGER THAN A
NOTIFICATION”
Otto Toth (CTO, Huffington Post, 2015)
B. PUSH NOTIFICATIONS

30. B. PUSH NOTIFICATIONS
1. Glanceable Content
2. Relevant
3. All The News That’s Fit To Send
4. Teams assigned to them
5. Headline writers are the new…

31. GROWTH (%) IN PUSH NOTIFICATIONS
FRANCE
USA
SPAIN
ITALY
0 3.5 7 10.5 14
7
8
13
14
4
5
6
6 2014 2015
SOURCE: REUTERS INSTITUTE DIGITAL NEWS REPORT 2015

32. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

33. PRESS PLAY
C. VIDEO

34. TEXT
C. VIDEO
1. Cheaper
2. Vertical
3. Immersive (VR & 360’)
4. Social
5. Live
6. Mobile

35. “VIDEO ACCOUNTED FOR AROUND 50% OF
MOBILE DATA TRAFFIC IN 2015. BY 2021,
ALMOST 70% WILL BE FROM VIDEO”
Ericsson Mobility Report 2015
C. VIDEO

36. VERTICAL VIDEO
HOW TO READ A BROADSHEET

37. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

38. PEDAL TO THE METAL
D. SPEED

39. TEXT
D. SPEED
1. Cost on Time & Data
2. Google AMP / Facebook IA
3. Publishers Optimise
4. Ads: Less is Better

40. TEXT
FIVE TENT POLES
A. Smartphones
B. Push Notifications
C. Video
D. Speed
E. Ad Blocking

41. WAR BOYS
E. AD BLOCKING

42. “DO NOT, MY FRIENDS,
BECOME ADDICTED TO
WATER. IT WILL TAKE
HOLD OF YOU AND YOU
WILL RESENT ITS
ABSENCE.”
Immortan Joe

43. “DO NOT, MY FRIENDS,
BECOME ADDICTED TO
ADS. THEY WILL TAKE
HOLD OF YOU AND YOU
WILL RESENT THEIR
ABSENCE.”
Immortan Joe

45. TEXT
AD-BLOCKING IN EUROPE
▸ Greece has the highest
▸ Slovakia has the lowest
▸ 35% growth YoY
▸ 41.4B = Global Cost of
Blocking Ads in 2016

46. TEXT
E. AD-BLOCKING
‣ Desktop
‣ Mobile
‣ Publisher Pushback
‣ Main Reasons
‣ Misuse of Personal Data
‣ Ad Clutter / Sluggish Device

47. WHAT CAN WE DO?

48. WE COULD START AGAIN

49. TEXT
WE COULD START AGAIN
1. Back to Storytelling
2. Focus on Engagement
3. Embrace technology (data/analytics)
4. Seek Alternative Sources of Revenue (just in case)

50. STAVROS
DRAKOULARAKOS