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April 2013
2
The Next
Generation is
already here…
This is the fifteenth in a series of presentations showing that the next generation of
media is already here, based on news items from January – March 2013
See all presentations at http://www.slideshare.net/NextGenerationMedia
3
The Next Generation is…
- Technology transforming media
- Content, commerce &
convergence
- Social everywhere
4
Including -
- People – a quarter of Americans are ‘digital omnivores’ (own a
laptop, a tablet and a smartphone)
- Mobile – 1.7m people in the UK only go online via mobile
- Content – The Wolverine released the teaser trailer first on
Vine
- Technology – An app that lets kids understand their parents’
newspaper
- Social media – Facebook accounts for 23% of smartphone app
time in the US
- Effectiveness – Airbnb users <3 hearts
Next Generation Media Quarterly April 2013
Russia has the largest number of internet users in
Europe
Source: Data from comScore, published 21st March 2013
http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Releases_2013_E
urope_Digital_Future_in_Focus_Report?piCId=66038
6
With over 61m internet
users Russia has the
largest online population in
Europe
New mothers are 35% heavier online users
Motherhood drives online
media, smartphone and
media use, but cuts
magazine and TV use,
according to BabyCenter
Source: Research by BabyCenter, reported by Marketing, 3rd April 2013
http://www.marketingmagazine.co.uk/news/rss/1176854/New-mothers-dramatically-increase-digital-media-usage/
7
26% of Americans own a laptop, a smartphone and
a tablet
Deloitte calls these people digital
omnivores, and also says that tablet
ownership in the US increased 177%
in 2012
Source: Deloitte’s State of the Media Democracy survey, March 2013
http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2
8
A quarter of American teens are ‘cell mostly’
internet users
37% of US teens (12-17) had a
smartphone by the end of
2012, 23% had a tablet, and
95% use the internet
Source: Pew Internet & American Life Project, Teens & Technology in the US, 13th March 2013
http://www.pewintenet.org/Reports/2013/Teens-and-Tech.aspx
9
Next Generation Media Quarterly April 2013
Mobile data traffic grew 70% globally in 2012
Last year's mobile data traffic of 885
petabytes per month was nearly
twelve times the size of the entire
global Internet in 2000.
Source: Cisco, 6th February 2013
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
11
1.7m internet users in the UK only connect through
mobile
Combined internet reach is
47m in the UK. Just over 45
million connect via a PC, 29m
by mobile, and 1.7m only via
mobile
Source: Data from comScore, February 2013
http://digital-stats.blogspot.co.uk/2013/02/17-million-british-internet-users-only.html
12
Mobile accounts for 10% of UK digital ad spend
New figures from the IAB and PwC
show that mobile advertising really
took off in the UK in 2012, rising
148% to £526m for the full year
Source: Press release from the IAB, 10th April 2013
http://www.iabuk.net/about/press/archive/uk-digital-ad-spend-up-125-to-almost-55bn
13
Tablets have overtaken mobile for website traffic
Tablets have really only
been a category since the
iPad launched in 2010, but
now they account for 8%
of all page views on the top
1,000 sites, compared to
7% to smartphones
Source: Adobe, 6th March 2013
http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/
14
Dixons sold 5 tablets a second in the week before
Christmas
… & within this figure iPads
accounted for one third of tablets
sold
Source: This Is Money, 17th January 2013
http://www.thisismoney.co.uk/money/markets/article-2263798/Dixons-flogged-tablets-second-week-Christmas.html
15
63% of the mobile apps used daily are different to
a year ago
Mobile is in such a state of
change that the apps that
people use daily is changing
very quickly. You could argue
that this means that there are
still great opportunities in
mobile
Source: WSJ, 11th March 2013
http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/
16
WeChat has 40m users outside China
Mobile messaging service WeChat
(Weixin) owned by Tencent, who
also own QQ, has successfully grown
a user base outside China and is
available in 14 languages
Source: Tencent Tech, 7th April 2013
http://www.marbridgeconsulting.com/marbridgedaily/2013-04-07/article/64863/wechat_overseas_user_base_reaches_40_mln
17
How marketers in China are using WeChat
Source: AdAge, 25th February 2013
http://adage.com/article/digital/chinese-mobile-app-wechat-shake-shakes-
social-crm/239938/
18
Brands are experimenting – for
example Starbucks asked users to
send an emoticon to describe how
they were feeling, and sent them
back a song to match their mood
Starbucks generates 3 million mobile transactions
a week
President & CEO Howard Schultz
announced this figure to
shareholders in March; note that this
is the number of transactions, not a
dollar value
Source: Mobile Commerce Daily, 22nd March 2013
http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week
19
20
Real time marketing came of age at the Super
Bowl
See the Tweets:
https://twitter.com/Oreo/status/298246571718483968/photo/1
https://twitter.com/tide/status/298247327771144192/photo/1
21
Several brands managed to respond quickly to the power
outage. Oreo and Tide both posted pictures, which would have
been seen by people searching for information on the blackout
The Wolverine’s Teaser Trailer on Vine
See it
https://vine.co/v/bDExaiMjJ1F
22
Director James Mangold
released a cut down 6
second version of the
teaser trailer for Wolverine
on Twitter a few hours
before the full teaser trailer
went live you YouTube
A TV ad for the movie Stoker was made entirely
from animated gifs
See it
http://youtu.be/za86lEJVVws
23
Tumblr is credited for being one of
the things that made animated gifs
popular again. Several gifs were
put together to make a 15 second
TV ad in the US in February
A terrific photogenic stunt for A Good Day to Die
Hard
See it
http://digital-examples.blogspot.co.uk/2013/02/photo-opportunities.html
24
This scene appeared in
Oslo days before the film
opened; perfect for
sharing on social networks
The first crowd-funded film to win an Oscar
Source: The Independent, 25th February 2013
http://www.independent.co.uk/arts-entertainment/films/news/inocente-makes-history-as-first-crowdfunded-oscarwinner-8508973.html
25
Inocente, a short film
from America was
raised just over $50,000
on Kickstarter in 2012
and won the award in
2013
“The goal is to become HBO faster than HBO can
become us”
Source: AVC blog, 3rd February 2013
http://www.avc.com/a_vc/2013/02/hbo-vs-netflix.html
26
A sentence that neatly
sums up Netflix’ strategy,
which led to the creation
of House of Cards. Netflix
released all 13 episodes
for download in February
allowing members to
indulge in ‘Binge viewing’
The adidasArchive
See it:
https://www.adidas-archive.org//#/home
27
Get a personal tour of adidas’ museum of memorabilia
Next Generation Media Quarterly April 2013
Google Glass launches
29
Google Glass is a device that is worn
like a pair of glasses, and can take
photos and video, and respond to
voice commands to find information
or maps. However it won’t be
available to the general public until
2014
See it:
http://www.google.com/glass/start/how-it-feels/
Tokyo Shimbun produced an app that made the
newspaper come alive for kids
30
The app both explained the stories and making
reading the newspaper a fun activity
See it:
http://www.youtube.com/watch?v=2ouW5W_tMbg
A café in Japan uses 3D printing to put your face
on chocolate
31
This is a very
bizarre use of 3D
printing
technology…
Source: Geek.com, 28th January 2013
http://www.geek.com/articles/geek-cetera/forget-the-coffee-japanese-cafe-will-3d-print-your-face-in-chocolate-20130128/
Next Generation Media Quarterly April 2013
Facebook Home launches
Facebook Home is a new version
of the Android Facebook app that
makes Facebook more central to
the phone, and adds Chat Heads,
a new messenger feature that is a
bit like WhatsApp and WeChat
See it:
https://www.facebook.com/home
33
Facebook accounts for 23% of smartphone app
time in the US
Facebook is by far the most popular app for smartphone
users in the US. If you combine Facebook & Instagram
it’s 26% of all app time
Source: Blog post by comScore, 23rd January 2013
http://www.comscore.com/Insights/Blog/Facebook_Vaults_Ahead_of_Google_Maps_to_Finish_2012_as_number_1_US_Mobile_App
34
157m Facebook users only access through mobile
In Facebook’s March earning
statement they also revealed
that they have 680m mobile
users, and that they made
over $300m in Q4 on mobile
ads
Source: Business Insider, 30th January 2013
http://www.businessinsider.com/heres-a-look-at-facebooks-300-million-empire-of-mobile-only-users-2013-1
35
Mercedes sold 666 Smart Cars on Sina Weibo
Mercedes sold Smart Cars on the Chinese micro blogging
site, to coincide with Chinese New Year. They sold 666
cars at approximately $12,700 each
Source: The Next Web, 21st January 2013
http://thenextweb.com/asia/2013/01/21/mercedes-benz-experiments-with-selling-smart-cars-on-chinas-sina-weibo-microblog/
36
Tweet patterns for films repeat
An interesting bit of analysis
by the company SecondSync
shows that when the tweet
pattern for a film repeats
when it is re-shown – peaks
occur at the same times
Source: Blog post by SecondSync, 31st December 2012
http://secondsync.tumblr.com/post/39306941433/7-twitter-tv-engagement-patterns-from-2012
37
38
‘Positive’ Tweets drive game sales
Research by Deloitte showed that
a 30% increase in positive tweets
for video games had 4x the effect
of a 30% increase in above the
line media budgets
Source: Research by Deloitte, published April 2013, reported by The Wall Blog, 19th April 2013
http://wallblog.co.uk/2013/04/19/twitter-does-drive-sales-says-deloitte-study-infographic/
39
adidas finds Instagram very engaging
Over the last quarter adidas
has posted nearly 50 photos
and received an average of
5,300 likes or comments per
picture
Source: Simply Measured, 21st February 2013
http://simplymeasured.com/blog/2013/02/21/adidas-wins-with-instagram-how-the-brand-doubled-followers-in-under-3-months/
40
Yelp say that SMB advertisers make $23,000
more per year
Yelp & The Boston Consulting
Group report that there is
considerable impact of a listing,
paid or free, from, new customers
discovering their business
Source: Yelp Blog, 19th March 2013
http://officialblog.yelp.com/2013/03/yelp_survey_findings.html
41
Why you need a mobile accessible site in 2
screen grabs
This shows the before and
after for the experience of
booking a driving test in the
UK on a mobile phone.
Nearly 25% of driving tests
in the UK are now booked on
a mobile or tablet
Source: Blog post by the government’s digital service, 12th March 2013
http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/
42
Skinny Ties grew revenue by switching to a
responsive site
‘Responsive’ means that the site
optimises its formatting
depending on what device is
accessing – mobile, tablet or PC.
Changing this had a huge impact
for the ecommerce site Skinny
Ties. Revenue grew by >40% for
all devices, and >350% for
iPhones
Source: Blog post by Gravity Dept, 24th October 2012
http://gravitydept.com/blog/skinny-ties-and-responsive-ecommerce/
43
Airbnb users <3 hearts
Airbnb increased engagement
on their site by 30% by
changing the icon people
clicked to favourite a
property from a star to a
heart
Source: Fast Code Design, October 2012
http://www.fastcodesign.com/1670890/how-airbnb-evolved-to-focus-on-social-rather-than-searches#1
44
More information: dan.calladine@aemedia.com

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Next Generation Media Quarterly April 2013

  • 2. 2 The Next Generation is already here… This is the fifteenth in a series of presentations showing that the next generation of media is already here, based on news items from January – March 2013 See all presentations at http://www.slideshare.net/NextGenerationMedia
  • 3. 3 The Next Generation is… - Technology transforming media - Content, commerce & convergence - Social everywhere
  • 4. 4 Including - - People – a quarter of Americans are ‘digital omnivores’ (own a laptop, a tablet and a smartphone) - Mobile – 1.7m people in the UK only go online via mobile - Content – The Wolverine released the teaser trailer first on Vine - Technology – An app that lets kids understand their parents’ newspaper - Social media – Facebook accounts for 23% of smartphone app time in the US - Effectiveness – Airbnb users <3 hearts
  • 6. Russia has the largest number of internet users in Europe Source: Data from comScore, published 21st March 2013 http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Releases_2013_E urope_Digital_Future_in_Focus_Report?piCId=66038 6 With over 61m internet users Russia has the largest online population in Europe
  • 7. New mothers are 35% heavier online users Motherhood drives online media, smartphone and media use, but cuts magazine and TV use, according to BabyCenter Source: Research by BabyCenter, reported by Marketing, 3rd April 2013 http://www.marketingmagazine.co.uk/news/rss/1176854/New-mothers-dramatically-increase-digital-media-usage/ 7
  • 8. 26% of Americans own a laptop, a smartphone and a tablet Deloitte calls these people digital omnivores, and also says that tablet ownership in the US increased 177% in 2012 Source: Deloitte’s State of the Media Democracy survey, March 2013 http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2 8
  • 9. A quarter of American teens are ‘cell mostly’ internet users 37% of US teens (12-17) had a smartphone by the end of 2012, 23% had a tablet, and 95% use the internet Source: Pew Internet & American Life Project, Teens & Technology in the US, 13th March 2013 http://www.pewintenet.org/Reports/2013/Teens-and-Tech.aspx 9
  • 11. Mobile data traffic grew 70% globally in 2012 Last year's mobile data traffic of 885 petabytes per month was nearly twelve times the size of the entire global Internet in 2000. Source: Cisco, 6th February 2013 http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html 11
  • 12. 1.7m internet users in the UK only connect through mobile Combined internet reach is 47m in the UK. Just over 45 million connect via a PC, 29m by mobile, and 1.7m only via mobile Source: Data from comScore, February 2013 http://digital-stats.blogspot.co.uk/2013/02/17-million-british-internet-users-only.html 12
  • 13. Mobile accounts for 10% of UK digital ad spend New figures from the IAB and PwC show that mobile advertising really took off in the UK in 2012, rising 148% to £526m for the full year Source: Press release from the IAB, 10th April 2013 http://www.iabuk.net/about/press/archive/uk-digital-ad-spend-up-125-to-almost-55bn 13
  • 14. Tablets have overtaken mobile for website traffic Tablets have really only been a category since the iPad launched in 2010, but now they account for 8% of all page views on the top 1,000 sites, compared to 7% to smartphones Source: Adobe, 6th March 2013 http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/ 14
  • 15. Dixons sold 5 tablets a second in the week before Christmas … & within this figure iPads accounted for one third of tablets sold Source: This Is Money, 17th January 2013 http://www.thisismoney.co.uk/money/markets/article-2263798/Dixons-flogged-tablets-second-week-Christmas.html 15
  • 16. 63% of the mobile apps used daily are different to a year ago Mobile is in such a state of change that the apps that people use daily is changing very quickly. You could argue that this means that there are still great opportunities in mobile Source: WSJ, 11th March 2013 http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/ 16
  • 17. WeChat has 40m users outside China Mobile messaging service WeChat (Weixin) owned by Tencent, who also own QQ, has successfully grown a user base outside China and is available in 14 languages Source: Tencent Tech, 7th April 2013 http://www.marbridgeconsulting.com/marbridgedaily/2013-04-07/article/64863/wechat_overseas_user_base_reaches_40_mln 17
  • 18. How marketers in China are using WeChat Source: AdAge, 25th February 2013 http://adage.com/article/digital/chinese-mobile-app-wechat-shake-shakes- social-crm/239938/ 18 Brands are experimenting – for example Starbucks asked users to send an emoticon to describe how they were feeling, and sent them back a song to match their mood
  • 19. Starbucks generates 3 million mobile transactions a week President & CEO Howard Schultz announced this figure to shareholders in March; note that this is the number of transactions, not a dollar value Source: Mobile Commerce Daily, 22nd March 2013 http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week 19
  • 20. 20
  • 21. Real time marketing came of age at the Super Bowl See the Tweets: https://twitter.com/Oreo/status/298246571718483968/photo/1 https://twitter.com/tide/status/298247327771144192/photo/1 21 Several brands managed to respond quickly to the power outage. Oreo and Tide both posted pictures, which would have been seen by people searching for information on the blackout
  • 22. The Wolverine’s Teaser Trailer on Vine See it https://vine.co/v/bDExaiMjJ1F 22 Director James Mangold released a cut down 6 second version of the teaser trailer for Wolverine on Twitter a few hours before the full teaser trailer went live you YouTube
  • 23. A TV ad for the movie Stoker was made entirely from animated gifs See it http://youtu.be/za86lEJVVws 23 Tumblr is credited for being one of the things that made animated gifs popular again. Several gifs were put together to make a 15 second TV ad in the US in February
  • 24. A terrific photogenic stunt for A Good Day to Die Hard See it http://digital-examples.blogspot.co.uk/2013/02/photo-opportunities.html 24 This scene appeared in Oslo days before the film opened; perfect for sharing on social networks
  • 25. The first crowd-funded film to win an Oscar Source: The Independent, 25th February 2013 http://www.independent.co.uk/arts-entertainment/films/news/inocente-makes-history-as-first-crowdfunded-oscarwinner-8508973.html 25 Inocente, a short film from America was raised just over $50,000 on Kickstarter in 2012 and won the award in 2013
  • 26. “The goal is to become HBO faster than HBO can become us” Source: AVC blog, 3rd February 2013 http://www.avc.com/a_vc/2013/02/hbo-vs-netflix.html 26 A sentence that neatly sums up Netflix’ strategy, which led to the creation of House of Cards. Netflix released all 13 episodes for download in February allowing members to indulge in ‘Binge viewing’
  • 27. The adidasArchive See it: https://www.adidas-archive.org//#/home 27 Get a personal tour of adidas’ museum of memorabilia
  • 29. Google Glass launches 29 Google Glass is a device that is worn like a pair of glasses, and can take photos and video, and respond to voice commands to find information or maps. However it won’t be available to the general public until 2014 See it: http://www.google.com/glass/start/how-it-feels/
  • 30. Tokyo Shimbun produced an app that made the newspaper come alive for kids 30 The app both explained the stories and making reading the newspaper a fun activity See it: http://www.youtube.com/watch?v=2ouW5W_tMbg
  • 31. A café in Japan uses 3D printing to put your face on chocolate 31 This is a very bizarre use of 3D printing technology… Source: Geek.com, 28th January 2013 http://www.geek.com/articles/geek-cetera/forget-the-coffee-japanese-cafe-will-3d-print-your-face-in-chocolate-20130128/
  • 33. Facebook Home launches Facebook Home is a new version of the Android Facebook app that makes Facebook more central to the phone, and adds Chat Heads, a new messenger feature that is a bit like WhatsApp and WeChat See it: https://www.facebook.com/home 33
  • 34. Facebook accounts for 23% of smartphone app time in the US Facebook is by far the most popular app for smartphone users in the US. If you combine Facebook & Instagram it’s 26% of all app time Source: Blog post by comScore, 23rd January 2013 http://www.comscore.com/Insights/Blog/Facebook_Vaults_Ahead_of_Google_Maps_to_Finish_2012_as_number_1_US_Mobile_App 34
  • 35. 157m Facebook users only access through mobile In Facebook’s March earning statement they also revealed that they have 680m mobile users, and that they made over $300m in Q4 on mobile ads Source: Business Insider, 30th January 2013 http://www.businessinsider.com/heres-a-look-at-facebooks-300-million-empire-of-mobile-only-users-2013-1 35
  • 36. Mercedes sold 666 Smart Cars on Sina Weibo Mercedes sold Smart Cars on the Chinese micro blogging site, to coincide with Chinese New Year. They sold 666 cars at approximately $12,700 each Source: The Next Web, 21st January 2013 http://thenextweb.com/asia/2013/01/21/mercedes-benz-experiments-with-selling-smart-cars-on-chinas-sina-weibo-microblog/ 36
  • 37. Tweet patterns for films repeat An interesting bit of analysis by the company SecondSync shows that when the tweet pattern for a film repeats when it is re-shown – peaks occur at the same times Source: Blog post by SecondSync, 31st December 2012 http://secondsync.tumblr.com/post/39306941433/7-twitter-tv-engagement-patterns-from-2012 37
  • 38. 38
  • 39. ‘Positive’ Tweets drive game sales Research by Deloitte showed that a 30% increase in positive tweets for video games had 4x the effect of a 30% increase in above the line media budgets Source: Research by Deloitte, published April 2013, reported by The Wall Blog, 19th April 2013 http://wallblog.co.uk/2013/04/19/twitter-does-drive-sales-says-deloitte-study-infographic/ 39
  • 40. adidas finds Instagram very engaging Over the last quarter adidas has posted nearly 50 photos and received an average of 5,300 likes or comments per picture Source: Simply Measured, 21st February 2013 http://simplymeasured.com/blog/2013/02/21/adidas-wins-with-instagram-how-the-brand-doubled-followers-in-under-3-months/ 40
  • 41. Yelp say that SMB advertisers make $23,000 more per year Yelp & The Boston Consulting Group report that there is considerable impact of a listing, paid or free, from, new customers discovering their business Source: Yelp Blog, 19th March 2013 http://officialblog.yelp.com/2013/03/yelp_survey_findings.html 41
  • 42. Why you need a mobile accessible site in 2 screen grabs This shows the before and after for the experience of booking a driving test in the UK on a mobile phone. Nearly 25% of driving tests in the UK are now booked on a mobile or tablet Source: Blog post by the government’s digital service, 12th March 2013 http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/ 42
  • 43. Skinny Ties grew revenue by switching to a responsive site ‘Responsive’ means that the site optimises its formatting depending on what device is accessing – mobile, tablet or PC. Changing this had a huge impact for the ecommerce site Skinny Ties. Revenue grew by >40% for all devices, and >350% for iPhones Source: Blog post by Gravity Dept, 24th October 2012 http://gravitydept.com/blog/skinny-ties-and-responsive-ecommerce/ 43
  • 44. Airbnb users <3 hearts Airbnb increased engagement on their site by 30% by changing the icon people clicked to favourite a property from a star to a heart Source: Fast Code Design, October 2012 http://www.fastcodesign.com/1670890/how-airbnb-evolved-to-focus-on-social-rather-than-searches#1 44