Next Media 2011 TEASER
description
Transcript of Next Media 2011 TEASER
PART 1: Technology is Causing a Shift in
Broadcasting, Advertising and Publishing
PART 2: Industry Convergence Between
Broadcasters, Advertisers and Publishers
Creating Interesting Collaborations
PART 1: HOW ONLINE TECHNOLOGY IS
CHANGING INDUSTRIES
ONLINE - Online Video
2ND largest search engine in the world (Socialnomics)Persons 18-24 watch the most online video; 267 videos/month (comScore)
An increase of $12 (2009) to $20 million (2010) dollars towards online video. (IAB Canada). The demand is high, we need more supply.
90% of Canadian Internet users watched online video in March 2011, compared to 81% in the U.K., 83% in France, and 84% in Germany and the U.S. (comScore)
But where can advertisers buy as many impressions as traditional television?
ONLINE - Online Video
Branded Entertainment
Will branded entertainment replace the 30 second spot? Or complement it?
How effective is it?
ONLINE – Online Video: Online
Distribution of Televised Content
Will over the top services cause cord cutting?
How will TV anywhere fare against over the top services?
Viewership up by 67%Viewership up by 200%
ONLINE - Online Video
Original Made for Web Content
Does the revenue justify the cost of production?
ONLINE – E-Commerce
How does online purchasing affect retailing?
Will the trend towards online purchasing replace malls in the near future?
U.S. ecommerce sales totaled $165.4 billion in 2010, up 14.8% (US Census Bureau)
ONLINE – E-Commerce
Group Buying
Is groupbuying replicable across publishers? Will it see consistent growth?
What does a globalized local sales team look like?
441,000 deals sold, more than $11 million in revenue (Mashable)
Other players:
ONLINE – E-Commerce
Subscription
Will 2011 be the year of the paywall?
What does this mean for content producers?
23 million subscribers 100,000 digital subscribers250,000 subscribers
ONLINE – E-Commerce
Micropayments
Are users more apt to pay subscription fees or pay-per-use for content and
entertainment?
$20 billion IPO valuation
Facebook partnering with Warner Brothers creates a new model for micro-retail online
Projected revenue from 2011 is 1.8 billion. Most of this revenue comes from in-game micropayments. (New York Post)
PayPal recently added micropayment solution
HOW MOBILE TECHNOLOGY IS CHANGING
INDUSTRIES
MOBILE
2011 is the year when smartphone sales top PC sales, what are
the implications?
100.9 million global smart phone sales vs 92.1 million global PC sales (comScore)
We’ve reached a mobile tipping point:
MOBILE – What is the operating
system of the future?
How will mobile and desktop operating systems integrate with each other?
comScore
MOBILE – Smartphones
Cloud Services
Will telecommunication companies adjust their rate plans and infrastructure to
allow cloud services to flourish?
Internet users will live mostly in the cloud by 2020 (Elon University)The cloud computing services market to rise to $222.5 billion by 2015 (Global Industry Analysts)
Dropbox’s recent valuation is $5 billion
Companies like Netflix, Yelp and Foursquare use Amazon’s cloud computing system
Google Cloud Connect recently launched
iCloud to launch shortly
MOBILE – App Market Matures
Games
Will gaming apps become a more viable way to launch
entertainment properties?
86% of smartphone owners have downloaded a mobile app (comScore) – games and social media are the more poplar apps
64% of users who downloaded an app in the past 30 days have downloaded a game (comScore)
Downloaded more than 42 million times $1 million in sales in first 9 days
MOBILE – App Market Matures
Social Media
How do you monetize mobile social media traffic?
58 million users in the U.S. accessed a social networking site at least once a month via mobile, increasing by 56% (comScore)
Facebook is the most popular social media app
Youtube is second
Twitter is third
MOBILE - Mobile Marketing
Mobile marketing through couponing, branded apps, mobile ad networks and
location based marketing.
Couponing Branded Apps
Mobile Ad Networks
Location Based Marketing
MOBILE – Couponing
How will groupbuying affect mobile couponing?
Crocs gave out 15% discount on any purchase via text message
In two months time, Crocs has received 94,000 text requests for the coupon from customers shopping in its 180 U.S. stores (Internet Retailer)
MOBILE – Mobile Marketing
Branded Apps
What are the most effective branded apps?
Over 70% answered that they had already downloaded apps from brands (AdMob)
400,000 downloads 1 million downloadsVirgin built Project, an iPad only magazine
MOBILE - Mobile Marketing
Mobile Ad Networks
Where is the best place to buy mobile ads?
The global market should be at $15 billion by 2015 (mobiThinking)
Just landed another$25 million in funding
Recently launched a location based mobile ad network
Covers over 60% of mobileinternet population in China
Are check-ins converting to check-outs?
MOBILE – Mobile Marketing
Location Based Marketing
26% of mobile users regularly use a map, navigation tool or similar service that automatically determines their current location (MMA)
10 million people currently use Foursquare, 400,000 businesses use Foursquare as a marketing tool, and 78,387 venue mayors are ousted each day
Yelp has more than 15 million reviews and 41 million monthly visitors
MOBILE - Tablets and eReaders
20% of tablet owners are using print magazines less, 25% are using print books less and 27% are using print newspapers less (MPA Digital)
Tablet sales will eclipse laptop sales by 2015 (Forrester). How will this affect
your content and marketing strategy?
Will one eReader ecosystem dominate?
The worldwide eReader market to ship 16.2 million units in 2011, a 24% increase over 2010 (IDC)
MOBILE - eReaders
Amazon Kindle is the breakthrough e-reader fueling a nearly $1 billion business
Nook is fast becoming a major player
Kobo eReader has 1.3 million registered users (Kobo)
HOW SOCIAL MEDIA TECHNOLOGY IS
CHANGING INDUSTRIES
Can episodic TV shows reach the same social TV success that live events do?
How do you monetize this audience?
SOCIAL MEDIA – Social TV
86 % of US mobile users watch TV with their devices in hand and 40% are using them for social networking (Yahoo!)
Total number of tweets at 1,269,790
Nearly 1.9 million Facebook status updates were related to the Oscars
31,000 users checked in to the Oscars using GetGlue (Mashable)
Similar social success for:
How does social media marketing change the nature of marketing campaigns
and media planning?
SOCIAL MEDIA – Social Media
Marketing
93% of marketers use social media for business (Socialnomics)
In 2011 advertisers spent $1.7 billion in social media marketing in the US, global spending was $3.4 billion (HubSpot)
The Ford Explorer launch on Facebook generated more traffic than a super bowl ad (Socialnomics)
User-generated advertising contest through Youtube
Do industry incumbents realize the value of social media referrals?
Is discovery the new search?
SOCIAL MEDIA – Social Curation
2.5 million users
Facebook responsible for 3% of traffic to the 25largest news sites (Pew Research Center's Project forExcellence in Journalism)
1.5 million monthly unique visitors
HOW GAMING TECHNOLOGY IS CHANGING
INDUSTRIES
Can casual social gaming be monetized by a mainstream audience or does it
attract a select few?
GAMING – Casual Social
Gaming
Social gamers will buy $6 billion in virtual goods by 2013 (Socialnomics)
50 million users
Over 12 million subscribers
Tagged said the top 1% of its players accounted for 46% of its gaming revenue. About half of those were American, and 59% of those U.S. players were male with an average age of 48. They refer to their high-valued customers as whales
Do gamification marketing campaigns translate to sales?
GAMING – Gamification
Decode debuted at #3 on New York Times bestseller list
Bing’s intent to use is up 20% for young urban males
Video on Decoded Campaign
Do gamification campaigns translate to viewers?
GAMING – Gamification
130 percent increase in page views for the USA network’s Psych show and a 40 percent increase in return visits (USA Networks)
The show has 1.5 million Facebook fans and users spend an average of 22.5 minutes on the Psych site. (VentureBeat)
Are consoles a viable digital distribution channel for content?
GAMING – Gaming Consoles as
Entertainment Devices
Twelve million playing Xbox Live gold members spend 40% of their average three hours a day on the service’s non-game applications. (Joystick.com)
Future of Interactive TV
66.3% of all Netflix streaming occurring through a game console (Gamasutra.com)
Part 2: Industry Convergence Between
Broadcasters, Advertisers and Publishers
Creating Interesting Collaborations
Can this level of cross-media integration work for any brand?
Industry Convergence – Highly
Integrated Entertainment Campaign
Lady GagaZynga launched Framvillestyle Gaga-ville
Starbucks and Gaga teamed up on SRCH, a two digital scavenger hunt
At the end of 2010 she had the top celebrity Facebook likes with 24.7 million
Vevo has exclusively premiered each video from Born This Way
Gaga is the only user to have 10 million followers on Twitter
Are these brands the new entertainment franchises?
Industry Convergence – Brands
Becoming Media Companies
Red Bull Media House
Smirnoff Experience
How can entertainment companies become marketers?
Industry Convergence – Media
Companies Becoming Brands