SOME INSPIRATIONNAL MEDIA TRENDSFOR TO(MORROW)DAY

http://www.flickr.com/photos/mojodenbowsphotostudio

3 TRENDS THAT CHANGE CONSUMERS’ HABITS AND SHAPE THEIR EXPECTATIONS

THE NEW RULES OF MOBILE.

THINK MULTISCREEN.

SOCIAL IS THE NEW NORMAL.

http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/

… WHICH RESHAPE HOW WE THINK COMMUNICATION

80% of what Europeans do online today didn't exist in their lives five year ago. Microsoft, 2010

http://www.slideshare.net/helgetenno/measuring-our-way-to-future-success

Sour

ce :

Glo

bal W

eb in

dex,

% o

f int

erne

t use

rs

glob

ally

, Wav

e 5,

Jun

e 20

11, W

hich

of t

he fo

llow

ing

is y

our f

avou

rite

devi

ce to

acc

ess

the

Inte

rnet

? N

ow /

One

yea

r fro

m n

ow?

3%

18%

42%

19%

7%

11%

1 YEAR FROM NOW1%

7%

79%

2%

1%12%

NOW

E-reader

Mobile

Personnal laptop

Tablet device

Throught my TV

Work laptop

AGAIN AND AGAIN : THE WEB IS LESS AND LESS A DESTINATION

Mobile represents more than 10% of the total views on the site, more than 400 millions views on the mobile devices per day.

Source : http://articles.businessinsider.com

/2011-12-01/tech/30462152_1_total-views-youtube-android-phones

WELCOME TO THE POST-PC WORLD

THE BOUNDARIES ARE MORE AND MORE BLURRIED

November2011 SeptemberAugustJune

MEDIA ARE TOTALLY REDEFINED : WELCOME TO THE PERSONAL MEDIA

PUBLISH

SHARECONNECT REMIX

REVIEW BUY

PLAY

ATTENTION AND ENGAGEMENT BECOME THE VALUE.

http://www.flickr.com/photos/mrlomo/4620631477/in/photostream/

HOW TO DEAL IN THIS NEW MEDIA LANDSCAPE

FORGET TECHNOLOGY. IT MAKES WHAT YOU WANT.

START WITH PEOPLE. THINK CONTENT AND ENGAGEMENT.“ In the future, no television ad will be just self-

contained narratives designed to entertain, inform, educate or remind consumers about products.

Their role isn't going to be about building brand recall, favorability and awareness in that moment alone. They will be trailers into deeper branded

digital experiences.”

- Shiv Singh, Head of Digital for PepsiCo Beverages, TV Ad’s New Digital Role, Harvard Business Review, November 2011

LEARN ABOUT DIGITAL TRACES.

1. THINK MULTISCREEN. THE NEW LIVING ROOM OUR TV EXPERIENCE IS CHANGING NO SINGLE SOURCE TO UNDERSTAND AUDIENCE BUT NEW METRICS TO

UNDERSTAND PEOPLE

43,6contacts media et multimedia par jour, soit +7,5 contacts en 5 ans.

Source : Media In Life - Médiamétrie – Ensemble 13 +, Base Lundi-Vendredi cumuls 2010, 00h-24h / Ensemble 13+.

PEOPLE CONSUME

MORE MEDIA

Source : INSEE, Enquête emploi du temps, 2009-2010

MORE AND MORE

SCREEN TIME

50%du temps libre des français est passé devant un écran,

MORE AND MORE

CONNECTED SCREENS

4 à 6écrans par foyer.

AND IT’S NOT OVER !How will internet affect us in our everyday life ? Cisco states that by 2020, there will be 50 billon of “things” connect to the internet. Just good to know that the number of things connected to the Internet has already exceeded the number of people on earth.And the trend is here : Over half of all devices at this year's CES were Internet connected devices. Nearly 60% of those were non-traditional computing devices such as TVs, car devices, refrigerators and washing machines. In fact 90% of the TVs at CES were Internet-enabled.

Sou

rce

:http

://w

ww

.read

writ

eweb

.com

/arc

hive

s/ci

sco_

50_b

illio

n_th

ings

_on_

the_

inte

rnet

_by_

2020

.php

http://www.flickr.com/photos/mdxinteractiondesign/3025436594/

80% of what Europeans do online today didn't exist in their lives five year ago. Microsoft, 2010

Especially when the media landscape is growing at fast paceTHE NEW LIVING ROOM

90% of online traffic will soon be online video.Robert Kyncl, vice president, global head of content for YouTube, at Consumer Electronic Show 2012

MULTISCREEN TRENDS

Especially when the media landscape is growing at fast paceTHE NEW LIVING ROOM

VIDEO BECOMES THE STANDARD FOR EVERY MEDIA

MULTISCREEN TRENDS

THE NEW LIVING ROOM

AUD. 15 +[EN MILL.] 40,1 36,4 24,9COUV. 15 +[SUR POP. TOTALE]

Source : INSEE 2011, Population française 15 ans et + : 53,3 M / Médiamétrie Mediamat Janvier-Octobre 2011 / Médiamétrie NetRatings Janvier – Octobre 2011 / Audience de l’internet mobile Juillet-Septembre 2011

75% 68% 47%

WE ARE DIGITAL OMNIVORES

MULTISCREEN TRENDS

THE NEW LIVING ROOM

MULTISCREEN TRENDS

WHERE ARE PEOPLE GETTING THEIR FIX IN THEIR LIVING ROOM ? Audience over 15 y.o. (Million)

48,7 TF1

48,1 F2

47,6 M6

47,5 F3

43,6W9

37,1Google 28

,9Fa

cebo

ok

26,7

MSN

/ WL

24,2

YouT

ube

21,4

Oran

ge

11,9

Goog

le

10,6

Face

book 5,9

iTune

s

7,8Yo

uTub

e 6,0Or

ange 5,6

Twitte

r

Source : Audience 15+, Médiamétrie NetRatings, Décembre 2011 / Médiamétrie internet mobile Octobre-Décembre 2011 / Médiamétrie Mediamat, Couverture mensuelle consolidée Décembre 2011

WHERE ARE PEOPLE GETTING THEIR ONLINE VIDEO FIX ?

Tota

l str

eam

s (0

00)

845,730 120,840 99,086 85,303

35,44

4

Youtube Dailymotion TF1 / WAT Facebook CANAL+

28,85

8

EUROSPORT M6

15,97

915

,928

ALLOCINE GOOGLE MSN

13, 4

879,2

53

THE NEW LIVING ROOM

MULTISCREEN TRENDS

Source : Médiamétrie Audience de la vidéo sur internet, Septembre 2011.

WELCOME IN THE DIGITAL LIVING ROOM

TV IS BECOMING A MUCH MORE PERSONNALIZED EXPERIENCE

MULTITASKING IS THE NEW BLACK

EXPERIENCE

Source : L’Observatoire des usages et interaction des medias, Deloitte, 2011 / Google / Ipsos Media CT, 1er semestre 2011 / Nielsenwire May 2011

MULTISCREEN TRENDS

UNDERSTANDING MORE PEOPLE THAN AUDIENCE

NO SINGLE SOURCE TO UNDERSTAND AUDIENCE

MULTISCREEN TRENDSAUDIENCE

MULTISCREEN I THE MOST EXCITING EXERCICES

2. THE NEW RULES OF MOBILE. THE LINK TO REAL LIFE. CONVENIENCE : EVERYWHERE / ALWAYS ON / M-COMMERCE CONTEXT : LOCAL / REAL-TIME FUN : SOCIAL / GAMING

60,463,4

66,068,5

70,772,9

74,876,6

6,7

11,1

19,7

26,5

32,4

37,541,4

44,6

11,0%

17,5%

29,9%

38,7%

45,8%

51,4%55,3%

58,2%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

2009 2010 2011 2012 2013 2014 2015 2016

Mobile suscribers

Smartphone connections

Smartphones penetration rate

MOBILE IS GROWING FASTER THAN ANY TECHNOLOGY BEFORE

Source : World Telecom Matrix, Octobre 2011, En nombre de Cartes SIM / intelligence center, Smartphone connections

Evolution of Mobile users and Smartphone users in France (Million).

Source : http://tomfishburne.com/2011/12/mobile-strategy.html / Observatoire de l’ep-ub, bilan 2011 –prospective 2012, 7è édition, 01/2012 / Médiamétrie / Netratings, T4 2011, Nombre de personnes connectées à l’internet mobile au cours du dernier mois.

WITHOUT A MOBILE STRATEGY, WE MISS SOMETHING. OBVIOUSLY.

+34% [evolution of french mobile audience in 2011] / 1,4% [SOM of Mobile Advertising Spending versus Online Advertising Spending in France in 2011].

Sou

rce

: KP

CB

, http

://w

ww

.slid

esha

re.n

et/k

lein

erpe

rkin

s/kp

cb-to

p-10

-mob

ile-tr

ends

-feb-

2011

AND WILL BECOME A CLOSER FRIEND STILLIn 2011, for the first time, smartphone and tablet shipments exceed those of desktop and notebook shipments.

In 2014, mobile devices will become the most common way of accessing the internet. But they will not replace PCs.

http://www.brooklynspaceprogram.org/BSP/Home.html

BECAUSE MOBILE IS SIMPLE: WELCOME TO « THE NEW APPATHY »In 2011, the apps marketing hit 1 million mark across 4 platforms.

The definition of an app itself may be expanding too as apps arrive on more platforms [TV, Internet of things - Cars, … - ].

Brands begin to launch their own app stores [Amazon App store].

Source : Fast Company, December 2011 / Mobilewalla, December 2011http://www.youtube.com/watch?v=pjIK5BOADVI&feature=player_embedded

BECAUSE THE NEXT GENERATION HANDSETS OPEN A NEW WORLD OF INTERACTIONS.

http://www.youtube.com/watch?v=xL7ASARTlJI

Source : Business Insider, 05/2011 / Digital stats, 03/2011

ALWAYS ONThe iPhone 4 is the most popular camera on flickr / Instagram attracted 12 million users in just over a year.

M-COMMERCEOne in four Starbucks transactions now done by mobile. Starbucks has exceeded 26 million mobile transactions in on year.

EVERYWHEREThanks to mobile devices and other web-connected devices, consumerscan access whatever they want, wherever they are. Welcome to the BOYD (Bring your own devices) economy.

CONVENIENCE

MOBILE TRENDS

LOCAL OR HyLoMo20% of all Google web searches and 40% of all mobile searches are for local intent / 40% of Google Maps usage is through mobile devices,

REAL-TIMEMobile devices help people to find information that’s useful in real time. Most of apps use real time data to provide real time feedback from friends, experts or brands (Go Try it on, Waze, …).

Source : Business Insider, 05/2011 / Digital stats, 03/2011. HyLoMo : Hyper Local Mobile

MOBILE TRENDS

CONTEXT

SOCIAL DISCOVERYTo broaden your social circles.

SOCIALFacebook and Twitter in TOP 5 of mobile audience destinations in France.

Mobile devices are traffic generating plateform for Facebook for 33% in the world. 47% of french active users of Facebook are mobile users.

Facebook paid more attention to mobile devices in 2011 (iPad app, iPhone app updated).

GAMINGGames and entertainement Apps are the most popular category on iTunes and Android Market.

Gartner forecasts that by 2014, 70% of major companies will have at least one “gamified” application.

Source : Comscore mobile, Q3 2011, France / http://www.theverge.com/2011/12/8/2621035/android-market-stats-infographic

FUN

MOBILE TRENDS

MOBILE I THE MOST EXCITING EXERCICES OF 2011

OPTIMISE WAITING TIMETESCO HOMEPLUS Virtual Subway Store in South Korea.

GAMIFICATIONToyota backseat driver.

Pick n’ Play !AUGMENTED CONTENTStar Player, by Heineken, is a free mobile application that allows footfall fans

GET PHYSICAL

GAMIFICATIONLife of George (Lego) combines real and virtual lego.

The Time Killer application by Scandinavian Airlines

GAMIFICATION

3. SOCIAL IS THE NEW NORMAL.

Source: Brian Solis

CONVENIENCE : SOCIAL SHOPPING / SOCIAL SEARCH CROWD-POWER : CROWD SOURCING / CROWD FUNDING FUN : GAMIFICATION NATION DATA : THE SOCIAL GRAPH / PRIVACY AND ERASURE

« SOCIAL IS THE NEW NORMAL. »“ Social networks will be like air. They will be anywhere and everywhere we need and want then to be.” - Charlene Li, Altimeter Group

Social networks are one of the top online destinations. They are already dominant in time spent online.

87% of french internet users are on a social media network.

Source: Brian Solis, I Panel Médiamétrie // NetRatings, 12/2011 I

SOCIAL BECOMES PART OF EVERYDAYSo

urce

: IF

OP,

L’o

bser

vato

ire d

es ré

seau

x so

ciau

x, 1

2/20

11 I

Pane

l Méd

iam

étrie

//Net

Rat

ings

, 11/

2011

Audience France, November 201128,9 m

23,5 m26,9 m

11 m

4 m3,5 m

4,5 m

7,2 m

4,9 m

3,3 m2 m

Source : Global Web Index, September 2011

SOCIAL SEARCHSOCIAL SHOPPINGSocial shopping keeps growing - with the mantra « fish where the fish are » - and emerges as a key source of traffic and sales for online retailers. It has mostly been in the testing stage and takes different forms : curation (polyvore), wish list, share purchase (justboughtit), group buying (groupon), marketplace (asos), people feedback (fashism)….

CONVENIENCE

Search engines, Google first, are continuously perfecting their algorithms and they can’t ignore the shift toward social media relevance.

SOCIAL TRENDS

Source : The Verge, 20/12/2011 I

CROWD-POWER

CROWDSOURCING CROWDFUNDINGCrowdfunding websites are allowing entrepreneurs to tap into networks of small investors. For example, Kickstarter has crowdfunded about 10000 projects since it launched in April of 2009. 1 million people have combined to pledge more than $ 100 million to fund ideas.

In 2012, we can count on the crowdsourcing trend to continue to shake up business processes and spawn endless innovations. In 2011, large communities have grown around common interests, values, and skills.

SOCIAL TRENDS

GAMIFICATION NATION

FUN

Social gaming was the next big trend … in 2008, 2009, 2010, 2011. Driven in part by the popularity of mobiles devices and tablets, 2012 may be the year of social gaming. They are the fastest growing segment of the gaming market with revenues projected to exceed $8.6 billion by the end of 2014 (facebook including).

In 2011, brands gamified more and more their customer experience

SOCIAL TRENDS

Source : Business Insider, 05/2011 / Digital stats, 03/2011

SOCIAL TRENDS

DATA

PRIVACY AND ERASURETHE SOCIAL GRAPH / THE INTEREST GRAPH We are becoming aware of the value of the data we share online, and may start to share differently. The app Take this Lollipop shows the dangers of sharing your identity online by using Facebook Connect to scrape information before revealing a creepy man poring over your profile page.Moreover, people are going to want to selectively edit their social history.

“It’s time for big data to improve customer experience”. Google, Facebook, Amazon and the like are just beginning to tap into the massive data they possess. The Social Graph is the missing connection between search, advertising and what people are doing and talking about on the Web.

SOCIAL SEATING2011 has seen the first steps of social seating in entertainment (Ticketmaster) or airline industries (KLM, Malaysia).

SOCIAL I THE MOST EXCITING EXERCICES IN 2011

PERSONALISATIONFans can create their own album by selecting 10 tracks of the new Album of Kaiser Chiefs.

CROWDSOURCED DATABASELaunched by Foot Locker, Sneakerpedia allows sneaker fans worldwide to share product photos, detailed information, personal stories, and experiences.

GROUP DYNAMICSUniqlo’s Lucky Counter

SHARE SPECIFIC CONTENTAt London Fashion Week in September, Burberry tweeted backstage Twitpics of every look before the models hit the runaway.

GET REALLego Cuusoo

3 TRENDS THAT CHANGE CONSUMERS’ HABITS AND SHAPE THEIR EXPECTATIONS

THE NEW RULES OF MOBILE.

THINK MULTISCREEN.

SOCIAL IS THE NEW NORMAL.

http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/

WELCOME TO « INNOVATION PLANNING »

70% 20% 10%AUDIENCE / CONTENT PLANNING.

PLAY WITH WHAT ALREADY WORKS.

EXPERIMENT & LEARN.

BUDG

ETTI

ME

RESO

URCE

S

60% 20% 20%

Source : Coca Cola Content 2020 Part 2, 2012/08

SUCCESS FOR TO(MORROW)DAY

WELCOME ON THE NEW AGE OF COMMUNICATION. PLAYING WITH INNOVATION IS PASSIONATE. JUST TRY, EXPERIMENT AND LEARN.

THANKS A LOT FOR YOUR TIME

Françoise FASSIN@bookgirl1