active vs passive media
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© Justin McCarthy, TBWA\Hunt Lascaris Durban
Lean in
Lean back
non-selective
cognitive
faceless
habitual
influence
rational
disengaged
involved
alert dialogue
passive
active utility
uniform
conscious
involuntary
engaged
Once upon a time…
…life was simple
Along came Tim Berners-Lee
Who’s getting what share of the advertising cake?
62,8%
19,5%
8,0%
5,2%
2,3%
1,9% 0,3%
Television
Newspapers
Magazines
Radio
Outdoor
Internet
Cinema
Dailies
Wknd
Community News
Mags
T&T
TV
Radio
Cinema
OOH
DM
Internet
46,2%
14,7%
11,5%
4,6%
6,2%
5,6%
2,6% 5,4%
Dailies
WKND
Comm
Mags
T&T
Television
Radio
Cinema
OOH
DM Internet
2002
2008
2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2002
2008
2012
{ Source: Enders Analysis May 2013 }
{ Source: Enders Analysis May 2013 }
{ Source: Enders Analysis May 2013 }
{ Source: Enders Analysis May 2013 }
Smartphones mean technology and
mobile worlds merge
Internet and media being dragged
along
Tablets accelerate that change
LEAN BACK 2.0
Tablet is the first lean forward,
lean back device
Market Size Big Small
De
mo
gra
ph
ic
Mass
Media
Elite
Media
Mass
Intelligence
{ Source: Ledbury Research/ The Economist }
% respondents using tablets while…
[ Source: Pew Research – The Economist 2011 ]
34
41
43
52
59
0 20 40 60
Watch TV
Use my smartphone
Use my PC
Listen to the radio
Read a paper book Read a paper book
Use my PC
Listen to radio
Use my smartphone
Watch TV
I spend more time daily
on my tablet than:
[ Source: US AdMob Survey 2011 ]
73%
62%
57%
45%
42%
36%
29%
27%
23%
11%
42%
52%
66%
56%
16%
11%
42%
28%
25%
22%
0% 25% 50% 75%
Store Locator
Price check
Retail research
Product review
Shopping list
Mobile coupon
eTail purchase
Payment
SM comment
Write review
Tablet
Smartphone
NO
21%
YES
79%
Have done Mobile
Shopping
Paid Media Owned Media
Earned Media
Promoted
Brand Content
Shared Brand
Content
Sponsored
Brand Content
Converged
Media
Earned Media
Entire Audience Spectator
Player Active
Minority
Take a look Spectator
Player
Consume
Read
Reference
Share
Rate
Comment
Propose
Take a look Distraction
Participation
Consume
Read
Reference
Share
Rate
Comment
Propose
Active
consumption
Involvement
Analogue TV
Print 0
10
20
30
40
50
60
70
80
1900 1920 1940 1960 1980 2000 2020
Internet
Digital TV
Gaming Mobile
Outdoor
Digital Radio
Cinema
Analogue TV
Print Analogue Radio
Global media consumption: ave hours per week
[ Source: Carat Global Nov 2011 ]
Paid + owned + earned = converged
Converged = rich territory
Consumers distinguishing less and less;
marketers more and more
Marketers must develop expertise and
scale in E&O
Lean in and lean back in rhythm with
your audience
Don’t do it in silos
Don’t confuse the device with the
medium!
90% spending, 10% learning
Happy converging © Justin McCarthy, TBWA\Hunt Lascaris Durban
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