The evolution of media:
TV is powerful, but people learn through play. The digital landscape has changed and so have the ways of measuring it. Digital video is set to enhance the capability for brand recall within consumers at a much deeper level then media to date – and is challenging the very concept of mass-media. From BlueRay Live to digital signage the penetration of personal mobile media is about to change our concept of paper. It will offer far more value to advertisers than mere clicks. As the pioneer in rich media and the largest global distributor of video advertising, Dean Donaldson of Eyeblaster will show what we have learned over the last ten years, how brands are now penetrating web 2.0 and a glimpse into where digital media is going next.
Can you tell what it is yet?!I thinkdigital media is evolving into the king of the jungle, but if it’s going to get there it needs to realise it still has some way to go. We have to begin to join ALL the media dots... I am talking something beyond just web banner ads.
I love James Bond. When I was a boy, that most famous car – the Aston Martin DB5 in Goldfinger had the coolest gadgets – like a car phone or a tracking system... But you new it was a dream – it was science fiction.
Now GPS mapping systems are common place in cars – and they’re going to get a lot more cooler with 3D, video or like this one in Japan that is touch screen zoom like an iPhone. Not only that but when you hit the brakes the TV comes on!! Practically all cars have this in Japan... TV and maps in cars – things are changing fast.
…then came Television to complicate things a bit…
…then share of voice became a little trickier when Cable TV created fragmentation…
….and then about 10 years ago this notion of digital came about. At the time, digital was limited to banner and text ads. Then along the way we got more creative, the technology became more flexible…
…so here we are today. Search Marketing, Video Advertising, Mobile, In-Game… it’s tricky. But remember, the only easy day was yesterday!Global Media Breakdown 2008 http://www.marketingcharts.com/television/ad-spend-to-grow-67-in-08-internet-to-overtake-radio-in-08-mags-in-10-2596/
What I believe will happen is that “online” in traditional form will stay consistent with slight growth overall, but there will be sift in where and how online media is split – rich will become more accessible.Emerging channels, such as mobile will cannibalise ALL media – not just traditional, but part of online too.However, as the traditional media channels take a digital connection – the concept of driving dynamic digital advertising into those channels will become the norm, and yet still remain as TV or Outdoor, albeit digital variants thereof. This will not be seen as “online” though share the same heritage.It is INSTREAM video, and the technological developments behind them, i.e. Eyeblaster, who will make this scalable – but rather then a tiny percentage of ‘online’ will be a component of the overall media matrix and therefore huge revenue potentials for what will make up the Digital Space overall.2 thoughts: Not everything will NEED to be interactive, just dynamicBehavioural sequencing will become a realistic possibility cross-channel.
We are seeing this already. The TV set is no longer just for passive TV viewing – interactivity is happening across devices.And its about to become a lot more interactive...
Mutiple feeds and sources are giving us our information
We are media multi-tasking at the same time
Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
We all used to go to record shops – but things are changing.All over world music shops are closing down as people turn to downloading musicAccording to some estimates, the feeling is that by 2015 CDs and DVDs will be a thing of the past as we download or stream our media..Same way as hard pushed to find camera film today...
10% spent on social network sites – more then shopping.http://weblogs.hitwise.com/robin-goad/2009/04/uk_internet_users_spending_mor.html
http://blog.comscore.com/2009/05/twitter_traffic_quadruples.html3,000% in a year (April to April)Driven by high celebrity profiles like Stephen Fry or Oprah Winfrey – especially after it appeared on her show at start of the year. TV DRIVES INTERNET5M Jan – 50M expected by Summer July
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