The Future of Media and the Impact on Content

PowerPoint Presentation

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Tom Goodwin - EVP, Head of Innovation - ZenithTrends for the Future of Media And Content

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$2,250,000

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$134,000

#Today{25 minsHelloContext Of Change6 Trends to InspireThe Future of Content Marketing

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Things have never changed so fast before.

But will never change so slowly again.

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Not everything is changing.

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Some changes bring threats.

Some opportunities.

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Some Dont Matter

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My job is to provoke a debate about this.

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#Today25 minsHelloContext Of Change6 Trends to InspireThe Future of Content Marketing {

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Video

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Social

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Commerce

#News

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Content Marketing

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Digital Garnish

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#Home Depot

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A bolt on approach.

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The Post Digital Age:6 Themes to inspire.

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Digital Disappears1

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At the IPG Lab we did some studies on how much time people spend online.When we asked 40 year olds, most people said about 3 hours a day.18 year olds said 4.14 year olds said what.

For me growing up, the internet was like a place, wed wait for my dad to get off the phone, plug the modem in, the internet has passwords and welcome noises.Now its in the background, a constant, fast, pervasive web that connects everything.We need to think and structure for this.Its not TV, its Video.Its not Radio, its Audio.We need not be limited by the rules of the past, YouTube isnt a place to put TV ads, its a place to establish new possibilities in storytelling, new ways to interact, new calls to action.

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Infinite Screens2

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#Retail picture.

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More Intimate Screens and Data3

#Movie theatre

#TV

#Desktop

#Mobile

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New Realities4

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The First VR

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The First AR

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More Mediated5

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Nearly all incremental media is mobile

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Personalization / Automation / Thinner Web6

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Thin

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Anticipatory Computing

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PersonalPredictive

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Voice

#AI


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A new era in Advertising.Post DigitalBlurred LinesNew BehaviorsClient ProblemsNew Thinking

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#Trusted Ad Forms

http://www.nielsen.com/ma/en/insights/news/2015/digital-formats-are-among-the-most-trusted-advertising-sources-despite-slow-growth.html

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Content Is The Answer

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Content Marketing Has Never Been Defined

#NATIVE

For Some

#Two Things:Native - Custom Made Ad UnitsContent Marketing- Leverage the power of publisher knowledge and dynamics

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Dont reduce around limitations

Work only around the newly or not yet possible

Blur lines

Make lives easier, dont ask for more

Get mobile right.

Forget the Assumptions of the Past

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Leverage results to driver greater insight and investment.

Weve the best canvas weve ever known.

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Best Time Ever to Work in Marketing.

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Thanks

@tomfgoodwin

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The future is hard to predict, the biggest challenge we face is navigating the profound from the distractions, what is changing and what stays the same.

But we take comfort Peter Druker, the best way predict the future is to create it.

Weve rebuilt our agency from the ground up, to do things that others cant do, lets create the future, together.

The Future of Media and the Impact on Content

Business

Transcript of The Future of Media and the Impact on Content