Me Media and the changing role of Communications Strategy

Media Planning in the “ME” MEDIA Generation Anthony Coles, February 13 th 2007

“ It’s like a splinter in your mind ” “ What is The Matrix (Web 2.0)”? or “ Can’t everything just stay as it is?”

“ You have to understand that many people are not ready to be unplugged, and many of them are so inured, so hopelessly dependent on the system, that they will fight to protect it .” .. Morpheus , The Matrix 1999 What is The Matrix? …

The Matrix… ,[object Object],[object Object],Source: CEASA Report YE 31 December ‘ noise’ up 40% since 2001

The Matrix... ,[object Object],[object Object],+ 4.9% + 9.5% + 3.5% + 6.5% + 8.3% + 59.8% + 13.5% Source: ABVS Feb 07

The Matrix… ,[object Object],[object Object],[object Object],Source: ABVS Report YE 31 December Source – ABVS Dec 2006 ,[object Object],[object Object],[object Object]

What was Web 1.0? Missed that train did you? News Travel Banking Property Jobs Cars Free email… Books, Music… everything else Looking for things… ???…

What were people doing? Source – Nielsen NetView Dec 2006

Where exactly are they going? Source – Nielsen NetView Dec 2006

What are advertisers doing - Display?

What are advertisers doing – Search/ Directories?

What are advertisers doing - Classifieds?

Market Share Classified Ads 2005 2006 Source – ABVS Dec 2006

Big Spenders 2006 ,[object Object],[object Object],[object Object],Source – Nielsen AdRelevance Jan-Dec 2006

Tipping Point 2006 – broadband + video = UGC

Social Networking takes hold ,[object Object],[object Object],[object Object],Source – Nielsen NetView 2006

Web 2.0 is born… What is WEB 2.0?

Web2.0’s Challenge to Traditional Media Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TV CPT Print CPM Radio Cume OOH OTS WEB CPM CPC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising/ Media Planning 1.0 ,[object Object],[object Object],[object Object],‘ consumers’ access/ create their own ‘stuff’ Business decides to make ‘stuff’ We’re all ‘stuffed’!! Needs to sell ‘stuff’ Buys space/ time in media to tell people about their ‘stuff’ Media also need to convince people to buy their ‘stuff’ so advertisers buy their stuff Planet’s stuffed

The Media Planner/ Marketers challenge today… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Idea Banner Ads Full-page Banners Branded Mobile Phone Sites iTV Elevator Advertising Household PDAs Branded Sceens Viral Mail Branded Games Mobile Mkt. PDAs PVRs Telematics Screens on Exercise Bikes Image Content Scanner Bar Code Scanner Branded CDs Branded Web Content Outdoor Mail Retail Point of Sale Face-to-Face Directory Marketing Event/ Sponsorships Magazines Radio Television Telemarketing Fax Customer Service Newsprint Placement/ Product Sampling 1. Proliferation of media options

2. Addiction Source: Media Dynamics, Inc. Television Dimensions 2004, p.333 ,[object Object]

3. Multi-tasking ,[object Object]

4. Avoidance 60% of people passing a poster site do not see the poster SMG Project Visibility/Starsight 52% of radio “listeners” do not listen to radio ads SMG Radio Effectiveness Study 19% of magazine “readers” don’t look at the ads SMG Print Positioning Study 86% of TV “viewers” claim not to pay attention to regular commercial breaks SMG Event TV Studies ,[object Object],[object Object]

4. Avoidance – the ‘shrinking’ commercial 36% Remain 17% Left the room 13% Paid no attention 26% Paid partial attention 3% Surfed away 5% PVR ad skipping Source: Media Dynamics

5. Shift of Control I’ve seen this before Show me something new I want to simplify my choices Do I need this information?

5. Control Shift – Technology drivers Devices yesterday today tomorrow PC’s DESKTOPS, LAPTOPS, MACS. GAME’s XBOX, GAMECUBE, PS 2, GAMEBOY. MOBILE’s BLACKBERRYS, BLUETOOTH? MUSIC IPOD, ITUNES, WALKMAN, ETC. TV’s VIDEO ON DEMAND TIVO, HDTV, ETC. LEARN + SHARE EXPLOSIVE CHOICE CONSOLE + MOBILE TALK + EMAIL MP3 PLAYER LEARN + SHARE + ENTERTAIN ON DEMAND NETWORKED NETWORKED CONSOLE + MOBILE TALK + EMAIL PHOTO/VIDEO WIRELESS DIGITAL MUSIC PLAYER LEARN CHOICE CONSOLE TALK DISCMAN

5. Control Shift – Human-drivers yesterday today tomorrow CONSUME CONSUME + COMBINE CONSUME + COMBINE + CREATE EXPLORE EXPLORE + SHARE EXPLORE + SHARE + EXPRESS

6. Consolidation + new kids on the block ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7. Digitisation PC/Internet Wireless/Mobile Phone Non-PC Internet Access Smart Phone Personal Digital Assistant (PDA) TV Wireless Internet Evolution Television/PC Convergence Personal Video Recorder (PVR) Broadband Video Streaming Audio Enhanced TV (ETV) Game Console Interactive TV (ITV) Wireless Handheld Access & Content Source: TV 2.0 “Are You Ready” Version 2/03

8. New Media Economics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Reach media Lifestyle media WOM

Tipping Point ,[object Object],[object Object],$178.4 Billion Money Spent on Direct Access to Media Content Money Spent on Ad Supported Media 2003 Source: Veronis Shuler 2004 Report

So, how to include ‘new’ media into your planning? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

It’s all about choice, or the “sense” of control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The sacred trinity – Home, Husband, Respectability

The ME MEDIA generation ,[object Object],[object Object],[object Object]

The future… ,[object Object],[object Object]

Impact on Media/ Marketers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Starcom’s ‘Grief’ resolution process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Communications strategy development planning around context …

And what is Web 3.0? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Me Media and the changing role of Communications Strategy

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