1.
The Transformative Power of!
Digital Platforms in the Media Industry

2.
Mobile
Weapons of mass distraction

3.
@kaapin
www.willembreytenbach.com
wbreyten@media24.com

4.
Change
Digital!
Platforms!
Media
Models!
Consumer
Behaviour!

5.
• 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

6.
Mobile has become the #1 !
mass media in SA in 2013

7.
Mobile has become the #1 !
mass media in SA in 2013
35
30
25
Radio
TV
20
Read Magazines/Newspapers
Landline at home
15
Mobile phone
10
Desktop/Laptop
5
0
2005
2006
Source: AMPS Adults in
million
2007
2008
2009
2010
2011
2012
2013

8.
Mobile device use is eclipsing !
that of PC’s worldwide
3 000 000 000
2 500 000 000
Tablets
2 000 000 000
We are here
1 500 000 000
Smartphones
1 000 000 000
500 000 000
Personal
computers
2000
2004
2008
2012
2016

9.
The future is mobile
3000
2500
2000
Consumer
broadband
connections
(millions)
Mobile
1500
Fixed
1000
500
0
2005
2010
2015

10.
Mobile is booming in SA: !
Mobile internet users
25
23.1
20.1
20
Millions
16.8
15
13.2
9.5
10
5.8
5
3.1
0.6
1.3
0
2008
2009
2010
2011
2012
2013
2014
2015
2016

11.
Explosion of Mobile
M24 Magazines Mobile vs. PC growth trends
December 2012
December 2013
Unique Browsers:
34%
66%
PC
Mobile
39%
61%

12.
MyEdit
• The MyEdit app has seen an interesting split of
digital platform usage
phone
70%
vs.
tablet
30%
• This shows that smartphones and mobility are
all important to the modern day consumer

13.
Changing Consumer Behaviour

14.
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

15.
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

16.
Smartphones are used everywhere
97%
at home
88%
on the go
81%
in a store
87%
at work
access the
Internet every
day on their
smartphone
63%
Source: IPSOS-Markinor
37%
37% would rather
give up TV than
their smartphone

17.
App usage is ubiquitous with:!
!
17 apps installed on average
7 apps used in the last month
3 paid apps installed on average
Smartphone users are avid video watchers"
71% of which 11% use video at least once a day
Source: IPSOS-Markinor
Source: IPSOS-Markinor

18.
Misbeliefs
• There is a myth that mobile advertising does
not work. But,
• We have seen conclusive results and
impressive ROI’s:

19.
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

20.
• 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

21.
Smartphones are critical !
for local business
72%
connected with the business
31%
78%
39%
told others about it
visited the business
made a purchase
90% of smartphone users look for local information on their phone
93% take action, such as making a purchase or contacting the business
Source: IPSOS-Markinor

22.
Shopping
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

23.
The future market
Retail
Media &
Entertainment
$ 17 Trillion!
Travel
$ 2 Trillion!
Advertising
$ 0.9 !
Trillion!
$ 0.6 !
Trillion!

24.
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

25.
The future of media
Personalisation
‘Articilisation’
Technological algorithms
Engagement
TV formats – NetFlix !
Not print, not PDF
[Not Africa now]

26.
Social Media!
Growth of mobile
consumers
is
eclipsing
desktop users.
Many opportunities
and challenges
Ecosystem of !
‘experiences’ !
Advertisers’
changing spending
patterns – as they
move between
advertising media and
platforms
We present
relevant
content which
delivers
‘experiences’ to
the consumer

27.
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

28.
Monetise these content ‘experiences’
Subscriptions
Advertising
Commercial
Activity
e-commerce

29.
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

30.
Thank you!
For the presentation go to !
www.willembreytenbach.com