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nextMEDIA: Making Sense of the Digital Landscape
- 3. LET’S
Let’s Break it Down
BREAK IT
DOWN
© Achilles Media 2011
- 5. KEY 2010 GROWTH AREAS (US)
Consumer Electronics (19%)
Computer Hardware (17%)
Books & Magazines (16%)
Flowers, Greetings & Gifts (13%)
Jewellery & Watches (11%)
Average eCommerce growth per year: 13% US stats: comScore
Europe stats: Digital Marketers United
© Achilles Media 2011 Japan stats: Mastercard Worldwide
- 6. By 2015, Brazil, Russia, India, China and Indonesia will have 3 times the
number of Internet users as Japan and the US combined.
© Achilles Media 2011
- 7. GROUP BUYING
Leading player Groupon saw a 712% jump in
monthly unique visitors in 2010.*
After being valued at 1.35 billion in April,
2010, Google offered to purchase Groupon for
6 billion in December, 2010.
Groupon’s success has brought other (much bigger?) players,
including:
*comScore
How can content creators get into the growing group buy market?
© Achilles Media 2011
- 8. SUBSCRIPTION
TV still matters – $200 billion spent on TV subscriptions (cable & satellite)
globally in 2010, and is set to grow by another 25% by 2013*
While online video subscriptions also continue to grow:
20 Million Subscribers 1 Million Subscribers 600 Million Subscribers
x $9/month = $2.16B/year
Subscription model is moving to other sectors, including:
• Music: Rumoured iTunes subscription service offered to its 500 million + users**
• News: New York Times to head behind paywall this spring *PwC
**Reuters
•
2011 field: big inbe a year of widespread experimentation with digital
Emerging
–
will 2011
Netflix – 20 million subscribers, $596 Q4 2010 revenues
– Hulu – 1 million
subscription models, but TV isn’t going anywhere anytime soon.
–
–
Amazon – launching subscription-based Netflix competitor
New York Times – headed behind paywall this Spring, <$20US/mo
–
© Achilles Media 2011 iTunes – subscription-based service rumoured, $10-15US/mo, unlimited music f/ cloud
- 9. MICROPAYMENTS
$10 BILLION $1.8 BILLION
March 2011 investment valuation Projected revenue for 2011
Most of this revenue comes from in-game micropayments.
*New York Post
New model for micro-
retail online.
Audiences are willing to pay-as-they-go for episodic content,
game levels, behind the scenes, extras, etc. How can you
© Achilles Media 2011
translate this model to your content?
- 10. TABLETS
18 MILLION 83%
iPads sold in 2010 of the 2010 Tablet Market
50 MILLION TABLETS TO BE SOLD IN 2011
*IDC
Among the 50+ iPad competitors, some of the major contenders:
Samsung Galaxy HP Slate 500 Blackberry Playbook Dell Streak
The tablet market is big, and it’s only going to get bigger and
more diverse.
© Achilles Media 2011
- 11. TABLET CONTENT = Huge opportunity
News Corp spent 30 million developing their iPad only
subscription-based magazine, The Daily.
Hot areas to watch:
CONTENT
NEWS AGGREGATION GAMING
VIDEO
Explosion in tablet adoption will lead to new opportunities for
producers and content creators.
© Achilles Media 2011
- 12. The smartphone market is now bigger than the PC, and Google’s
Android is taking a bite out of leaders in the US and Europe.
© Achilles Media 2011 *comScore
- 13. THE APP MARKET
iTunes Store:
300,000+ apps MOST POPULAR APPS
Games
Weather
Maps/Navigation
Social Networking
Music |News *
Android:
30,000+ apps
*App Development Trends Magazine
With a growing user base and a relatively small selection of apps,
there’s big potential in the Android app market.
© Achilles Media 2011
- 14. CONSOLES – Xbox, PS3, get you there.
52.1 million 48.1 million 85.3 million
Kinect: Selling 10 million units in just
4 months, the Xbox 360 Kinect is the
fastest-selling consumer electronics
device of all time... for now
*vgchartz
Physical computing / gestural is emerging as a significant sector.
© Achilles Media 2011
- 17. CANADIAN ONLINE ADVERTISING REVENUE
Canadian online advertising revenue grew to 1.82 billion in 2009,
projected to grow to 2.1 billion in 2010.
© Achilles Media 2011 *IAB Canada
- 18. CANADIAN MOBILE ADVERTISING REVENUE
Canadian mobile advertising revenue hit 31.9 million in 2009,
169% over 2008 totals.
© Achilles Media 2011 *IAB Canada
- 19. BRANDED ENTERTAINMENT
Spotlight on 3 unique case studies:
Easy to Assemble – Brand-financed original web
series
The Bannen Way – successful brand integration
with web/TV series
In the Motherhood – Intellectual property
ownership and new model
Branded entertainment is versatile, adapting to different projects
and brands in different ways.
© Achilles Media 2011
- 20. Online web series created by Illeana Douglas
and financed by IKEA
Scored 1.5 million views per month in its second
season
Brand-financed projects are finding major viewership online
© Achilles Media 2011
- 21. High-values web series by
Crackle.com, Sony Pictures
Entertainment’s digital arm.
Scored product placement deals with
brands like Apple, Prada, Jaguar and
Rayban.
Posted 13 million views online.
Moved to DVD and was broadcast as a
TV mini-series.
Digital branded-entertainment projects can develop large audiences
across multiple platforms.
© Achilles Media 2011
- 22. Began as branded web series
financed by Suave Shampoo,
Sprint and MSN
After getting big viewership, the
series was bought by ABC for a TV
version.
For the first time, a brand became
a licensor of intellectual property
to a broadcaster. ABC paid the
brands to use their branded
content.
Working with producers and content creators, brands are becoming publishers
and licensors of original content.
© Achilles Media 2011
- 27. Quebecor/Videotron Rogers/Citytv
TELUS
Shaw/Canwest
Bell/CTV
We’re witnessing an unprecedented consolidation of telecom
companies and media outlets.
© Achilles Media 2011
- 28. WHAT KINDS OF DIGITAL MEDIA
COMPANIES ARE SUCCEEDING IN
CANADA?
© Achilles Media 2011
- 36. MOBILE
Tablet and smartphone content – Android market the one to
watch
SUBSCRIPTION
2011 will see new experiments in subscription-based models
MICROPAYMENTS
Audiences are willing to spend as they progress through
content (episodes, game levels etc.) – how can this shape
what you create?
THINK BIG
Think and act internationally and across industry sectors,
building effective strategic partnerships in key markets and
sectors.
Most important trends of 2011.
© Achilles Media 2011