changing media landscape - arend hendriks, microsoft
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Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens GreeceTRANSCRIPT
Changing Media landscape
Arend HendriksCountry Manager Central & Eastern EuropeMicrosoft Digital Advertising Solutionsadvertising.microsoft.com
What we will speak about
•Observing some trends in Media & Consumers
• Ideas how to deal with it
• Executing that: being creative
Radio
Media 90 years ago
Media 60 years ago
TV
Radio
Broadcast and Cable TV
Radio
Media 30 years ago
Media 10 years ago
Broadcast and Cable TV
Radio
Digital: banners and text
Media yesterday
Broadcast and Cable TV
RadioDisplay
Video Advertising
Text LinksMicro-sites
Rich MediaIn-Game Ads
Social Networking
IPTVMobile Ads
Ad-funded apps
Media tomorrow
Broadcast and IPTV
Print and Reusable Paper
Broadcast and Digital RadioDisplay
Video Advertising
Text LinksMicro-sites
Rich MediaIn-Game Ads
Social Networking
IPTVMobile Ads
Ad-funded appsUser Generated
Video Advertising
Pre-RollMicro-sites
Rich MediaInteractive Video
Digital Product Placement
5 second spotMobile Video Ads
Ad-funded OSPortable Media Ads
Page 10
Online is used by the majority not the minority
Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK)
57% of all Europeans regularly use the
Internet
11.7 hrs per week are spent online
81% of European connections
are broadband
Page 11
TV
Newspapers
Radio
Online
European media usage by time of day – 7 day average
Consumers are online all day
Online is becoming a central support tool into peoples lives
Source:EIAA Mediascope 2006 (UK, FR, DE, BE, NL, ES, SE, NO, DK)
Online audience time is steadily increasing
•Internet usages is the only growing media
Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK)
Share of Media versus Share of Ad Spending
13
TV31%
Radio28%
Internet23%
Newspapers11%
Magazines8%
TV33.0%
Newspapers34%
Radio6%
Magazines18.0%
Internet8.0%
Share of Total Media Time Share of Total Ad Spending
Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) . Zenith Optimedia Western Europe Ad Expenditure Forecast Oct 07
Online represents 23% of all time spent on major ad-supported media, but only 8% of total ad spend
What we will speak about
•Observing some trends in Media & Consumers
• Ideas how to deal with it
• Executing that: being creative
it used to be pretty awkward…
“Time is being created that didn’t exist
before.”
~farfar, Stockholm, Sweden
Consumer in controldecides the moment, time and place
PVR - the next VCR (with a catch)
In recorded programming, what percentage of ads do you actually watch?
Source: Forrester – US Data Source: Forrester – US Data
Less than 10%52%
Less than 10%52%
None30%None30%
10% to 25%11%
10% to 25%11%
26% to 50%4%
26% to 50%4% More than 50%
3%More than 50%
3%
The consumer wants relevance and on-demand
•Disinterested, disengaged
•Leaning forward, Captured
Page 21 |
Teens spend almost 15 hours online-3 hours more
- up 17% vs 2005
It has never been easier to be
part of the media landscape
The consumer is empowered
“The tremendous pace of change is not being grasped… it’s a "cop out" to talk about children and grandchildren having different media habits. It's happening now” Sir Martin Sorrell, CEO WPP
The Captains of Industry get it
“For the first time the consumer is boss, which is
fascinating, scary and terrifying because everything we
used to know will no longer work” Kevin Roberts: Saatchi & Saatchi
“We must accept the fact that there is no mass in mass media anymore, and leverage more targeted approaches“ Jim Stengel, GMO P&G
What we will speak about
•Observing some trends in Media & Consumers
• Ideas how to deal with it
• Executing that: being creative
Bring the love back
http://www.youtube.com/watch?v=cpGAAFb6bLM
What we will speak about
•Observing some trends in Media & Consumers
• Ideas how to deal with it
• Executing that: being creative
Cannes Lions Festival examples
http://www.youtube.com/watch?v=iYhCn0jf46U
http://www.youtube.com/watch?v=nhStKDFGv_s
http://www.youtube.com/watch?v=WkIlyO5PXHE