digital media in perspective
Post on 12-Nov-2014
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@justininza
@justininza
Digital is beautiful
Digital is sexy
Digital is an enabler
@justininza
On a simplistic marketing level
Advertising = persuasion to consideration
Digital (some) = conversion to sale
Symbiosis is obvious
@justininza
@justininza
Obstacle majeure = connectivity
@justininza
Ministry of Communications as guilty of neglect as Ministry of Energy (IMHO)
@justininza
@justininza
SAT3 340 Gbps WACS 5,120 Gbps ACE 5,120 Gbps EASSy 4,720 Gbps SAex 12,800 Gbps
@justininza
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fixed broadband Mobile broadband Households withinternet
Individuals withinternet
2,2%
26,0% 25,5%
41,0%
Source: ITU/ UNESCO “The State of Broadband 2013” SA Internet penetration
@justininza
Source: ITU/ UNESCO “The State of Broadband 2013”
ADSL GPRS HDTV
@justininza
Source: Point Topic Ltd 2013
Broadband penetration & growth
Source: Point Topic World Broadband Statistics 2013
@justininza
This is South Africa, not South Korea
@justininza
“The Digital Revolution is over. We won”.
@justininza
@justininza
@justininza
(v): to come forth gradually into being; develop; undergo evolution
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Revolution: (n) an overthrow or repudiation and thorough replacement of an established system; a sudden, complete or markedchange in something
@justininza
Context: media and communications
@justininza
0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital
Television
$bn
Global adspend by channel (F2013-2017) Source: PwC Global Entertainment and Media Outlook 2013-2017
@justininza
0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016 2017
Search
Display
Classified
Mobile
Video
Forecast global digital adspend by segment Source: PwC Global Entertainment and Media Outlook 2013-2017
$bn
@justininza
0
10
20
30
40
50
60
70
80
90
100
2012 2013 2014 2015 2016 2017
57,4
65,1
72,6
80,4
88,1
95,9
Search
Classified
Total
$bn
Forecast global digital adspend: search & classified
Source: PwC Global Entertainment and Media Outlook 2013-2017
@justininza
Classified = non-commercial
@justininza
Search = signage (landmark & directional)
@justininza
@justininza
0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital
Television
$bn
Global adspend by channel (F2013-2017) Source: PwC Global Entertainment and Media Outlook 2013-2017
@justininza
0
100
200
300
400
500
600
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital*
Television
$bn
Global adspend by channel (F2013-2017) * Digital adjusted to exclude search and classified
Source: PwC Global Entertainment and Media Outlook 2013-2017
@justininza
0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 20170
100
200
300
400
500
600
2012 2013 2014 2015 2016 2017
$bn $bn
@justininza
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2017
Television
Digital*
Newspapers
Magazines
Radio
OOH
Global adspend by primary channel *Digital adjusted to exclude search and classified
$bn Source: PwC Global Entertainment and Media Outlook 2013-2017
@justininza
@justininza
460
480
500
520
540
560
580
600
2008 2012 2017*
516
547
594
Physical newspaper circulations worldwide 2008, 2012, & 2017* (*estimated)
mn
Source: PwC Global Entertainment and Media Outlook 2013-2017
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95%
5%
89%
11%
Global newspaper revenues split as print & digital
2012 Print 2012 Digital 2017 Print 2017 Digital
Source: PwC Global Entertainment and Media Outlook 2013-2017
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@justininza
@justininza
@justininza
@justininza
5,6m daily readers!
@justininza
SA adspend by channel 2012 actual, 2013-17 forecast
ZAR bn
Source: PwC SA Entertainment and Media Outlook 2013-2017
-
5 000
10 000
15 000
20 000
25 000
30 000
35 000
40 000
45 000
2012 2013 2014 2015 2016 2017
Internet
OOH
Radio
Magazines
Newspapers
Television
4%
9%
@justininza
-
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
Isibaya SupeRugby Carte Blanche
Mzansi SS1 M-Net
DsTV
1 551 000
857 000
586 000
DsTV best performing programmes Jan - Mar 2014
Source: DsTV Arianna
@justininza
SABC best performing programmes Jan - Mar 2014
-
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
7 000 000
8 000 000
9 000 000
Isibaya SupeRugby CarteBlanche
Generations Pirates vChiefs
Afcon
Mzansi SS1 M-Net S1 S1 S1
DsTV SABC
1 551 000 857 000
586 000
8 375 000
2 030 000
1 237 000
Source: DsTV Arianna and SABC
@justininza
-
100 000
200 000
300 000
400 000
500 000
600 000
M-Net Top Ten performing programmes of 2013
Source: DsTV Arianna
@justininza
@justininza
This is South Africa, not South Korea
@justininza
"Marketers always overestimate the attraction of new things and underestimate the power of
traditional consumer behaviour."
Bob Hoffman AKA The AdContrarian
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justininza
Justin McCarthy
@justininza
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