boris veldhuijzen van zanten...online advertising is the future 2/8 traditional ads aren’t working...
TRANSCRIPT
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Boris Veldhuijzen van ZantenFounder & CEO TNW
@Boris
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NewsEvents
DataSpace
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• Team of 15 full time editors in every time zone around the world
• Even more part time editors, contributors/columnists
• 24/7 reporting
• 25/50+ posts a day
• Between 6 and 9 million monthly visitors
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• 24/7 reporting
• 25/50+ posts a day
• Between 6 and 9 million monthly visitors
• 2,5m+ followers on social media
• #20 in top 100 blogs in the world (out of 300 million blogs). In top 5 blogs in technology, in reach & influence
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FUTURE OF MEDIA
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misconceptions about the
FUTURE OF MEDIA
8
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We can reach thewhole world!
1/8
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Countries244
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North America49%
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Ad revenue: North America70%
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Online advertising isThe Future
2/8
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Traditional adsaren’t working
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Banners aren’t working
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Content marketingPartnerships
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Online advertising isDoomed
3/8
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Over the next 5 years, the consumer tech and
media industry will grow by over $500 Billion
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Over the next 5 years, the consumer tech and
media industry will grow by over $500 Billion
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‘Bossvertising’
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24h?
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Social media means your audience will do your
marketing for you
4/8
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Shares≠
Visitors≠
Revenue
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You can engage directly with your
Community
5/8
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Trolls?
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Do feed the trolls
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Getting started is
cheap and easy
6/8
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There’s already too much news online
too much
7/8
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Being first matters less, and is harder
Knowing what happened and why matters more
and is also harder
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We have to find out what
works
8/8
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The old rules don’t apply anymore
9/8
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One more thing…
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Mobile is the future,so we need
apps
10/8
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Mobile isn’t mobile
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So why aren’tapps the future?
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apps used per month27
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New apps installed per month
1.5
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spent on only 5 apps79%
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The Infinite Internet
11/8
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“The Internet is infinite, it’s not
taking up space for anything more
important.”
James Ayling
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Give people what they want…
12/8
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“The trouble with the internet is that it rewards extremes. Say you’re driving down the road and see a car crash. Of course you look. Everyone looks. The internet interprets behavior like this to mean everyone is asking for
car crashes, so it tries to supply them.”
Ev Williams
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ConsumerCentric
Innovation
13/8
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Netflix did not disrupt Blockbuster. Ridiculous late fees did…
Apple did not disrupt the music industry. Being forced to buy full-length albums did…
Airbnb did not disrupt the hotel industry. Limited availability and pricing options did…
Amazon did not disrupt retailing. Bad customer service and experience did…
Uber did not disrupt the taxi business. Limited taxi access and fare control did…
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Technology by itself is not the real disruptor.
Customer-centric innovation is.
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ConclusionSo…
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“The best way to predict the future is to invent it.”
Alan Kay
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Boris Veldhuijzen van ZantenFounder & CEO TNW
@Boris