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six trends
[sure, there are more than 6 things to keep an eye on –
but you’ve gotta start somewhere]



excerpted from a presentation given to the digitas ny
marketing capability on april 17th, 2007
15-seconds of fame
the show-off generation and the rise of constant partial attention
The wired consumer is ‘always on’ and a series of new
presence-oriented social services allow people to document
their lives in greater detail, share their routine activities with
friends and strangers, and monitor what others are doing as
 well. We have entered the age of ‘lifeblogging’ and an era
     of constant partial attention. It’s too soon to discern
 whether this is a lasting trend or a passing fad, but one this
     is for certain: the people who are engaging in these
    behaviors are no longer captive viewers of interruption
     advertising delivered through mainstream channels.

How will you evolve your marketing approaches to earn the
   attention of distracted, over-stimulated consumers?
phoning it in
the handset as community and commerce gateway
As telcos and device manufacturers push the
    envelope on phone-based content and
     functionality, the real near term value
  proposition for consumers and marketers
  alike lies not it mobile video (at least not in
the US and not for at least several years.) It
lies in using the handset to enable people to
  stay connected to other people and to the
 brands by which they define their lifestyles.
    Think mobile social software and better
 shopping information delivered just-in-time.
or   ?
the future, in eye-popping 3d
the metaverse and digital media convergence
Whether you are a Second Life convert or
  not, the reality is that there are now more
 than a few viable, if early stage, 3D worlds
that appeal to a broad range of consumers.
  Expect these virtual worlds (or others like
     them) to evolve over time into a truly
    immersive metaverse, or 3D internet.
virtual training wheels
virtual identities are the real deal for youth
If you doubt that the metaverse will catch on
  with mainstream consumers, take a look at
        how fifth graders spend their time.
  Widespread use of mixed reality immersive
 worlds that seamlessly blend the virtual with
the real is already becoming second nature to
  the next generation of adults. Kids growing
 up with Club Penguin and Webkinz will grow
   into 3D internet users. Will you be there to
         meet them in the virtual world?
legalize it
free, legal content distribution
Record labels are finally waking up to the fact
   that music wants to be free. Rather than
     fighting piracy by restricting consumer
content distribution and access, they are just
now starting to explore new models including
   free-to-the-consumer sponsored content
 packages and wholly new music distribution
  channels. The new plan: to monetize free
downloads and long tail music with marketing
dollars. Expect other types of content owners
– studios, filmmakers, production companies
                  – to follow suit.
set-top bypass
youtube was only the beginning
Digital video is growing up -- and while UGC is
  here to stay it is only one piece of the video
     puzzle. The future of video combines
  professional and consumer created content
 with effective search, social functionality and
 seamless portability across multiple screens.
  New services will present the video people
  want, whenever and wherever they want to
   watch it – and it very well may bypass the
     cable and satellite set-top altogether.
more about new media and marketing @
gregverdino.typepad.com

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Six Emerging Media Trends

  • 1. six trends [sure, there are more than 6 things to keep an eye on – but you’ve gotta start somewhere] excerpted from a presentation given to the digitas ny marketing capability on april 17th, 2007
  • 2. 15-seconds of fame the show-off generation and the rise of constant partial attention
  • 3. The wired consumer is ‘always on’ and a series of new presence-oriented social services allow people to document their lives in greater detail, share their routine activities with friends and strangers, and monitor what others are doing as well. We have entered the age of ‘lifeblogging’ and an era of constant partial attention. It’s too soon to discern whether this is a lasting trend or a passing fad, but one this is for certain: the people who are engaging in these behaviors are no longer captive viewers of interruption advertising delivered through mainstream channels. How will you evolve your marketing approaches to earn the attention of distracted, over-stimulated consumers?
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. phoning it in the handset as community and commerce gateway
  • 11. As telcos and device manufacturers push the envelope on phone-based content and functionality, the real near term value proposition for consumers and marketers alike lies not it mobile video (at least not in the US and not for at least several years.) It lies in using the handset to enable people to stay connected to other people and to the brands by which they define their lifestyles. Think mobile social software and better shopping information delivered just-in-time.
  • 12. or ?
  • 13.
  • 14.
  • 15. the future, in eye-popping 3d the metaverse and digital media convergence
  • 16. Whether you are a Second Life convert or not, the reality is that there are now more than a few viable, if early stage, 3D worlds that appeal to a broad range of consumers. Expect these virtual worlds (or others like them) to evolve over time into a truly immersive metaverse, or 3D internet.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. virtual training wheels virtual identities are the real deal for youth
  • 22. If you doubt that the metaverse will catch on with mainstream consumers, take a look at how fifth graders spend their time. Widespread use of mixed reality immersive worlds that seamlessly blend the virtual with the real is already becoming second nature to the next generation of adults. Kids growing up with Club Penguin and Webkinz will grow into 3D internet users. Will you be there to meet them in the virtual world?
  • 23.
  • 24.
  • 25.
  • 26. legalize it free, legal content distribution
  • 27. Record labels are finally waking up to the fact that music wants to be free. Rather than fighting piracy by restricting consumer content distribution and access, they are just now starting to explore new models including free-to-the-consumer sponsored content packages and wholly new music distribution channels. The new plan: to monetize free downloads and long tail music with marketing dollars. Expect other types of content owners – studios, filmmakers, production companies – to follow suit.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. set-top bypass youtube was only the beginning
  • 34. Digital video is growing up -- and while UGC is here to stay it is only one piece of the video puzzle. The future of video combines professional and consumer created content with effective search, social functionality and seamless portability across multiple screens. New services will present the video people want, whenever and wherever they want to watch it – and it very well may bypass the cable and satellite set-top altogether.
  • 35.
  • 36. more about new media and marketing @ gregverdino.typepad.com