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The Transformative Power of!Digital Platforms in the Media Industry
Mobile Weapons of mass distraction
Change
Media Models!
Digital!Platforms!
Consumer Behaviour!
• The world as we know it is changing • Digital platforms are evolving to meet our needs
and wants in new ways • Everything is shifting to mobile
Mobile has become the #1 !mass media in SA in 2013
0
5
10
15
20
25
30
35
2005 2006 2007 2008 2009 2010 2011 2012 2013
Radio
TV
Read Magazines/Newspapers
Landline at home
Mobile phone
Desktop/Laptop
Source: AMPS Adults in million
Mobile has become the #1 !mass media in SA in 2013
Mobile device use is eclipsing !that of PC’s worldwide
We are here
20162000
3 000 000 000
2 500 000 000
2 000 000 000
1 500 000 000
1 000 000 000
500 000 000
2004 2008 2012
Tablets
Smartphones
Personal computers
20050
500
1000
1500
2000
2500
3000
2010 2015
Mobile
Fixed
The future is mobile
Consumer broadband connections
(millions)
Mobile is booming in SA: !Mobile internet users
0.6
2008
5
0
10
15
20
25
2009 2010 2011 2012 2013 2014 2015 2016
1.33.1
5.8
9.5
13.2
16.8
20.1
23.1
Millio
ns
December 2012
34%
66% 61%
39%
December 2013
Explosion of Mobile M24 Magazines Mobile vs. PC growth trends
PC Mobile
Unique Browsers:
MyEdit
• The MyEdit app has seen an interesting split of digital platform usage
• This shows that smartphones and mobility are all important to the modern day consumer
70% 30% tablet phone
vs.
Changing Consumer Behaviour
Mobile: More than just calling !and texting device
“Cell users now treat their gadget as a body appendage” -Lee Rainie, Director of Pew Research Centre’s Internet & Life Project
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Consumer Behaviour is changing
• Always ‘plugged in’ – never leave home without smartphone
• Access to all content • Instant gratification – I want it now • Mobility – I can get anything I need from my
smartphone • Companionship
access the Internet every day on their smartphone
37% would rather give up TV than their smartphone
Source: IPSOS-Markinor
63% 37%
87%
at work
Smartphones are used everywhere
97% at home
88% on the go
81% in a store
App usage is ubiquitous with:! !
Smartphone users are avid video watchers"
71% of which 11% use video at least once a day
Source: IPSOS-Markinor
17 apps installed on average
7 apps used in the last month
3 paid apps installed on average
Source: IPSOS-Markinor
Misbeliefs
• There is a myth that mobile advertising does not work. But,
• We have seen conclusive results and impressive ROI’s:
Content Marketing
• Content marketing is changing the approach of advertisers
• The growth of digital, mobile platforms means that advertising has shifted to targeted, personalised engagement that are focussed on building brand loyalty instead of selling products
• We no longer rely on traditional media to !help us make decisions
• Our beliefs and decisions are now !reaffirmed by our social graph !and digital ecosystem
• Our entire outlook is adapting !to our connected !environment
Source: IPSOS-Markinor
told others about it
31% visited the business connected with the business made a purchase
39% 72% 78%
Smartphones are critical !for local business
90% of smartphone users look for local information on their phone
93% take action, such as making a purchase or contacting the business
Smartphones are critical shopping tools with 85% having researched a product or service on their device !
39%
41%
24%
then purchased !via computer
then purchased it offline
then purchased on smartphone
Shopping
The future market
$ 17 Trillion!
$ 2 Trillion! $ 0.9 !Trillion! $ 0.6 !
Trillion!
Media & Entertainment
Travel
Advertising
Retail
Surprises • The belief is that mobile platforms
are used only for quick-hit !stories and tweets instead of !longform reads
But • Long reads and mass
consumption of content is also extremely prevalent
• 80% of people said they would watch TV on their phones and 88% said they’d watch movies
Personalisation ‘Articilisation’
Technological algorithms Engagement
TV formats – NetFlix !Not print, not PDF [Not Africa now]
The future of media
Ecosystem of !‘experiences’ !
Growth of mobile consumers is
eclipsing desktop users.
Many opportunities and challenges
Advertisers’ changing spending patterns – as they
move between advertising media and
platforms
We present relevant
content which delivers
‘experiences’ to the consumer
Social Media!
Content creates experiences
• The content that we choose to consume is shaping our ecosystem of experiences
• This ecosystem means that all the content we want is easily accessible and relevant
• We know and trust our sources on a personal level
• Content stays king
Monetise these content ‘experiences’
Advertising
Subscriptions
Commercial Activity
e-commerce
Take Away:
• Whether you are in Business, Marketing, Medicine, Media, Education, Retail, Advertising, Logistics, Development, Sciences, Engineering, Humanities and everything else:
• If you are not playing mobile, it is too late, !you are dead
Thank you! For the presentation go to !
www.willembreytenbach.com
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