2011 trends in emerging media

*trends in emerging media

3 What’s changing?Why is it changing?

Is the change relevant?

3 People are changing.Content is changing.

Connections are changing.(and the need for integration is more important than ever)

20112001

Finding, sharing, converging

13 hours per week

North American Technographics benchmark study

40%are timeshifting tv

“Old reliable” is less reliable

contentstrategic

Steve Rubel

Content appetites have evolved

Content appetites have evolved

connectionsstrategic

which is why playing by the same category communication

rules (defined as typical advertising) is less likely to be successful.

Challenger brands have to be 3.5x more effective to achieve the same growth as a category leader.

More balance requires more integration

Earned

Owned

Paid

Earned

Paid

2009 2011

Owned

What’s the content strategy?

mobileis increasingly thefirst screen

Morgan Stanley, April 2010

“Every company should adopt a “mobile first” strategy to get ready for this era.”

The idea is to have a mobile platform, not just a service or an application

We need to design for mobile first

2010 Leo Burnett And Arc Worldwide

Mobile = Convergence

83%get more health info online than anywhere else Pew, 2010

Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text. In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).

Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text. In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).

Brand creates value through utility

Brand creates value through utility

Brand sees value and utility, then buys it.

Brand rewards people who seek out their product

Brand gets 2x more recall from iAd over TV spots

22009% 2-520%

changing the “prime time” experience

LoSoPhoMo

content considerations are mobile first

mobile first utilities3M users

mobile first social networks 2M users

mobile first games: 50M users

mobile first customer experiences @ retail

shopperthe tech-enabled

a chaotic, unpredictable evaluation process

the first moment of truth has been redefined

Moments of truth informed by trust

Moments of truth occur at home

Moments of truth on the way to the store

63%say coupon is the most valuable form of mobile marketing.

P&G offering 70 mobile coupons

Advocates are 5X more valued than loyal users

Brands have to accentuate the positive

A story—literally—on every pak!

video

socialmedia isn’t

people are

How personal is the conversation?

6.2% = 80%people conversations

How big is your brand’s universe?

With millions of people in the role of publisher, the challenge for brands is how you taste-make.

Who do you want doing the talking?

One way to measure the insanity

One way to measure the insanity

What should we be striving for?

More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications

Set goals. Benchmark. Set measureable objectives.

Mobile social network usage will more than double between 2010 and 2015

location location, location

advertising

Viral Video Dynamic Video

Live Streaming

Hotspotting

Mobile Video

Sliding Video HD & Fullscreen

Custom Video Video Cue Points

Green Screen

Synched VideoInteractive Video Full Screen Video

…and pay close attention to the way devices and context increase the appeal of advertising

integrationstrategic

More balance requires more integration

Earned

Owned

Paid

Earned

OwnedPaid

2009 2011

3 People are changing.Content is changing.

Connections are changing.(and the need for integration is more important than ever)