Are you ready for the next generation of TV?
Christian Godske, Digital Evangelist
Virta / MediaCom Nordic Group
ONLINE VIDEO 2010 –seminaari 26.11.2009
The death of mass media?
Toto, I’ve got a feeling we’re not in Kansas anymore
The Wizard of Oz
How we used to do things
But what has changed – it used to work?!
”Freedom!”
We used to be in control of what they saw, when they saw it and and where
We used to control the message to tell our side of the story
And they listened … because they had no other options
THE NEW WORLD ORDER
The new marketing currency will be return on attention
But where have the audience gone?
they didn’t really leave - but there’s no single mass media anymore
Happy with current TV? - The Chasm!
Online video has the highest growth rate of all digital content
By 2011 online video will
be second only to music and
News in terms of usage
Online video demographics
0
5
10
15
20
25
30
15-24 25-34 35-44 45-54 55-64 65+
Perc
enta
ge o
f int
erne
t use
rs
Age range
Percentage watching online video
Creating content for younger – timeshifting for all
What is ’social TV’?
Audiences expect reward, reward of experience, reward of enrichment, reward of interaction, reward of fantasy, reward of
freedom, reward of expression, customization and personal creativity. Increasingly the expectation is for an individual to manage and control the media and messages around them
Page 19
This is social! (but somewhat outdated)
The dream-machine = Technology + Social
Your personal filter
For those who don’t remember a life before Starbucks, this is what filters for oldfashioned coffee machines looked like
Your personal filter
Technology Friends
And even more interesting When these two work together
This is not Facebook ... But it makes perfect sense to integrate
with Facebook
Thursday, November
28
Social TV also spawns new content
Where’s advertising in all this?
What do the consumers say?
They mostly accept advertising as a part of the online TV package
94% prefers advertising funded content, rather than having to pay for it
- 63% would however appreciate shorter ads
What do the consumers say?
They mostly accept advertising as a part of the online TV package
94% prefers advertising funded content, rather than having to pay for it
- 63% would however appreciate shorter ads
And sometimes the vision is right – but it just turns out unexpectedly
From breaking news
To gossip, sleaze and porno
YouTube
YouTube
So what’s the current state of play?
We’re here!
This is not the end of television
The media transforms
We WILL need new thinking in terms of formats, planning and measurement – with the consumer in the center and thinking TV as more than a one-way
channel
But ultimately total time in front on a screen will increase
We’re not in the business of keeping media companies alive. We’re in the business of connecting our customers
Trevor Edwards, VP Global Brand Nike
MediaCom Digital Evangelist Christian Godske
[email protected] +45 23 22 92 13
http://delicious.com/Godske /
Virta Mediacommunity Oy Unioninkatu 24 00130 Helsinki
visit our site: virtamedia.com read our blog: virtamediacommunity.blogspot.com follow us on twitter: twitter.com/virta