The document discusses the evolution of television and media, highlighting the shift from mass media to online video consumption. It emphasizes the importance of consumer engagement, expectations for personalized content, and the role of advertising in funded content. Ultimately, it suggests that while traditional television is transforming, there is a growing need for innovative strategies centered around the consumer experience.

1. Are you ready for the next
generation of TV?
Christian Godske, Digital Evangelist
Virta / MediaCom Nordic Group
ONLINE VIDEO 2010 –seminaari 26.11.2009

2. The death of mass media?

3. Toto, I’ve got a feeling we’re
not in Kansas anymore
The Wizard of Oz

4. How we used to do things

7. But what has changed – it used to work?!

8. ”Freedom!”
We used to be in control of
what they saw, when they
saw it and and where
We used to control the
message to tell our side of
the story
And they listened … because
they had no other options

9. THE NEW WORLD ORDER

10. The new marketing currency
will be return on attention

11. But where have the audience gone?

12. they didn’t really leave
- but there’s no single mass media anymore

13. Happy with current TV?
- The Chasm!

14. Online video has the highest growth rate of
all digital content
eo will
By 2 011 online vid
ic and
be secon d only to mus
of usage
N ews in terms

15. Online video demographics
30
25
Percentage of internet users
20
Percentage watching online video
15
10
5
0 Age range
15-24 25-34 35-44 45-54 55-64 65+

16. Creating content for younger – timeshifting for all

17. What is ’social TV’?

18. Audiences expect reward, reward of
experience, reward of enrichment, reward
of interaction, reward of fantasy, reward of
freedom, reward of expression,
customization and personal creativity.
Increasingly the expectation is for an
individual to manage and control the
media and messages around them

19. This is social!
(but somewhat outdated)
Page 19

23. The dream-machine =
Technology + Social

24. Your personal filter
For those who don’t remember a life before Starbucks, this is
what filters for oldfashioned coffee machines looked like

25. Your personal filter
Technology Friends
And even more interesting
When these two work together

27. This is not Facebook
... But it makes perfect sense to integrate
with Facebook

28. Thu
28
rsda
y,
Nov
emb

30. Social TV also spawns new content

35. Where’s advertising in all this?

36. What do the consumers say?
 They mostly accept advertising as a part of the online
TV package
 94% prefers advertising funded content, rather than having
to pay for it
- 63% would however appreciate shorter ads

37. What do the consumers say?
 They mostly accept advertising as a part of the online
TV package
 94% prefers advertising funded content, rather than having
to pay for it
- 63% would however appreciate shorter ads

41. And sometimes the vision is right – but it just
turns out unexpectedly
g news
From breakin
orno
To gossip , sleaze and p

43. YouTube

44. YouTube

45. So what’s the current state of play?

46. We’re here!

50. This is not the end of television
The media transforms
We WILL need new thinking in terms of
formats, planning and measurement –
with the consumer in the center and
thinking TV as more than a one-way
channel
But ultimately total time in front on a
screen will increase

51. We’re not in the business of keeping
media companies alive. We’re in the
business of connecting our customers
Trevor Edwards, VP Global Brand Nike

52. MediaCom
Digital Evangelist
Christian Godske
christian.godske@mediacom.dk
+45 23 22 92 13
/
http://delicious.com/Godske

53. Virta Mediacommunity Oy
Unioninkatu 24
00130 Helsinki
visit our site: virtamedia.com
read our blog: virtamediacommunity.blogspot.com
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