swapping the remote for the mouse
DESCRIPTION
Traditional Media is reaching less mass, and TV and the Web converge. Advertising Agencies need to stop pushing messages to the mass, and start earning their own reach through community, conversation and content.TRANSCRIPT
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SWAPPING THE REMOTE FOR THE MOUSE
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60% ACCESS INTERNET WHILE WATCHING TV
Nielsen The Australian Online Consumer Landscape, March 2012
$3,530,100,000
AUSTRALIAN FREETV ADVERTISING SPEND 2011 SOURCE: FREETV AUSTRALIA
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THE EVOLUTION OF THE MUSIC INDUSTRY
vCONTENT WAS CHOSEN FOR US
THEN CAME THE INTERNET
WE BECAME PIRATES
THE VALUE EQUATION LEVELLED OUTIn 2011, digital music sales surged 8% globally, accounting for
$5.2 billion in legal downloads.
WE CONTROL THE SOURCE
THE EVOLUTION OF THE TV INDUSTRY
vCONTENT WAS CHOSEN FOR US
THEN CAME THE INTERNET
WE BECAME PIRATES
THE VALUE EQUATION LEVELLED OUT
WE CONTROL OUR SOURCES
INFINITE CHOICE
CINDY GALLOP QUOTE
PEOPLE LOVE ADVERTISING
IN PARTICULAR,
BUT HATE ADVERTISINGIN GENERAL
NO MASS AUDIENCE
NO MASS MEDIA
NO MASS ADVERTISING
THE PACE OF THE CONVERGENCE
YOUTUBE INVESTS $200M INPRODUCTION COMPANIES TO FILL 160
NICHE CHANNELS WITH CONTENT
VEVO & ZEFR LEAD THE WAY IN COMMERCIALISING
LISENCED CONTENT
DIRECTV LAUNCHESON-DEMAND ON MOBILE
BRANDS HAVE TO EARN THEIR REACH
GAGA
LITTLE MONSTERS
BRAND IDEA
THE BEST OR NOTHING
WHAT CONVERSATIONS CAN WE ADD VALUE TO?
WHEREARE THOSE CONVERSATIONS HAPPENING?
HOWCAN WE ACTIVATE THAT COMMUNITY?
SAFETY
FORMULAONE
FASHIONWEEK
PERFORMANCE
STYLE
SUSTAINABILITYTECHNOLOGY
COMMERCIALLOGISTICS
THE OPPORTUNITY
THINK BEYOND THE CAMPAIGN
CINDY GALLOP QUOTE
GO FROM MAKING GREAT ADVERTISING,
TO MAKING ADVERTISING GREAT.
ARTICULATE THE BRAND IDEA
EXPLORE THEIR INTEREST GRAPH
CHOOSE YOUR PLATFORM
BUILD YOUR COMMUNITY
PHOTO CREDITS
1 Stuart Knappstein http://500px.com/photo/86185695. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/7. Jason Pier http://www.flickr.com/photos/jasonpier/4175194672/8. iStock http://www.istockphoto.com/stock-photo-6158209-man-and-woman-hiking-in-yosemite-national-park.php10. FanPophttp://images2.fanpop.com/images/photos/6300000/NYC-new-york-6310422-2560-1702.jpg32. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/33. ThinkTV Australia : 2020Vision http://www.thinktv.com.au/41. BBC http://www.bbc.co.uk/newsbeat/14545818