Fixing the media short boom xy

Fixing The Media

[email protected]

1vrijdag 21 oktober 11

mailto:[email protected]


• a digital consulting company, working for European clients

• founded in 2009 by Jo Caudron

• our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media

• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...

• We work for large European clients


Jo Caudron

• Founding Partner of Dear Media (www.dearmedia.be)

• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Media thinker, innovator & strategist

• Interested in all things digital, social & mobile, new media & connected TV

• Consultant, Entrepreneur, Speaker, Writer

• Vice-President IAB Belgium

• Contact

• [email protected]

• http://jocaudron.me (for the personal stuff)

• http://www.linkedin.com/in/jocaudron (for the business stuff)

• www.twitter.com/jcaudron (for my technology newsfeed)


http://www.dearmedia.be

http://www.dearmedia.be



http://jocaudron.me

http://jocaudron.me

http://www.linkedin.com/in/jocaudron

http://www.linkedin.com/in/jocaudron

http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

Available from October 2011

Already in pre-order onwww.MediaMorgen.com


http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Netlog, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad 1, iPad 2, Android, ...)


Don’t believe anything you will hear in the

following presentation!


A short history of everything

Analogue Digital

Connected (internet) Social

Everything is getting mobile


The Perfect Storm

Content Explosion

Time Shifting

Place Shifting

Authority Shifting

Shift of Control


What are social media?


The sky is the limit...

TV

Ra

dio

Pri

nt

Bill

bo

ard

s

DM

So

cia

l Me

dia

From ... ... to

Sa

les

Ma

rke

tin

g &

Co

mm

un

icat

ion

Se

rvic

e &

Su

pp

ort

HR IT

PR

& E

xte

rna

l Co

mm

un

.

R&

D &

En

terp

rise

2.0

Social Business



7.000.000.00013vrijdag 21 oktober 11

7.000.000.000

2.000.000.000


7.000.000.000

2.000.000.000

1.300.000.000


7.000.000.000

2.000.000.000

1.300.000.000

5.000.000.000


The Future is ‘Mobile’


Mobile is the Biggest!

5 billion mobile p

hones.

1 billion were sol

d over

the last year

alone!



In Q4 2010 7,3% of all PC’s sold globally, where iPads ...(source: IDC).

By 2014 almost 500.000.000 tablets will be sold.

Apple will continue to dominate the market for the next coming years. 0

75

150

225

300

2010 2011 2012 2013 2014


So, Traditional Media are Dead?No, but...


What about newspapers?


What about newspapers?• Print newspapers are no longer to

best “format” to bring the “latest” news

• The daily frequency can not compete to online newspapers

• They have cannibalized on their own business: free newssites

• Classifieds are lost completely• Advertisers believe in online and

new advertising formats and are slowly towards online

• Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss

• Readers are less loyal (subscriptions) and become weekend-consumers



Will new technology help?


The future of Magazines?


And what about the music industry?


It’s not going well...


It’s not going well...

“Jo, read and feel the horror”

(someone at a very big record label)

Bob Lefsetztalking on Lady GaGa and the 0,99 sales on Amazon...

“You can't argue about the price. "Born This Way" was available at Amazon for 99 cents. And then, just in case you didn't catch it the first time around, they repeated the promotion a couple of days later. Only 400,000 odd people took Amazon up on this offer. Meaning for many, they just don't want to hear GaGa AT ANY PRICE!”


What might impact TV? Timeshifting!

How big is time shifted viewing today?• 2,5% (VRT)• 20% (VTM telenovelas)-

30%• 10% (RTL)

It IS growing.

How much loss of advertising can commercial TV digest?


What might impact TV? Direct OTT Distribution!



What might impact TV? The People!

They don’t watch less TV.

But they are changing the very nature of the DNA of (commercial)

TV.

They might even pay for TV, but maybe not to you.

They might stay loyal to TV-brands, (near) linear TV, ...

but if they run away from your advertising, pay-TV, ... you still have

an issue.


What might impact TV? The People!

Transcript- Shat are you doing?

- I am watching...

- Why do you rather watch on

the iPad instead of on TV?

- Because I can choose on this and

because there is more

- And can’t you choose on TV?

- Yes, but it’s not on the iPad

- And you prefer it on the iPad?

- Yes...Don’t believe me?

Watch this...


Gen X

• Challenge traditional media

• Looking for qualitative, intelligent, traditional knowledge and media

• The architects and users of these traditional media

• Digital immigrants

• Stuck in the old models, and yet: also the drivers of the first digital and online revolutions (Jobs, Andreessen, ...)


Gen Y

• Interact with media

• Going for “fast and happiness”, but still going forward

• Finding and exploring stuff

• Born with newspapers, linear TV, ...

• Masters of the traditional internet (click, browse, ...)

• Discover the new media channels as they grow up


OD Generation...

• Born in 2005 (so, a bit later than Generation Z)

• Are “in the media”: both consumers and creators

- On Demand

- Over Dose

- Non-linear, going in any direction

- Anything, anyplace, anytime

• Born with OD, iPads, timeshifting


OD Generation...


OD Generation...


OD Generation...


OD Generation...


School Work Media

Boom Present Kid? 1 Consume

X Good Kid? 5 Challenge

Y Smart Kid? 10 Interact

OD Happy Kid? ? “In it”


Things to take away ...43vrijdag 21 oktober 11

Want to be ready?

Start using social networks

Get on Twitter Get a decent smartphone

Change your view on advertising

Get a tablet44vrijdag 21 oktober 11

Things to take away

Everything is becoming digital, so is your business, whatever it is

Social is the next logical step in the path of digital evolution

The future of the internet and social will be mobile

The future of mobile will be everything

You need a plan NOW to start dealing with this

Actually, you don’t need a plan, you need to plan (continuously)

Embrace the future now, but don’t overdo it ;-)

Observe the youngest generations


Beware of Macro-Myopia*

*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.

Don’t say I didn’t warn you ;-)


Fixing The Media

[email protected]




Technology

Fixing the media short boom xy