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The Transformative Power of!
Digital Platforms in the Media Industry
Mobile
Weapons of mass distraction
	
  
@kaapin
www.willembreytenbach.com 
wbreyten@media24.com
Change
Digital!
Platforms!

Media
Models!

Consumer
Behaviour!
•  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
Mobile has become the #1 !
mass media in SA in 2013
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
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
The future is mobile
3000

2500

2000

Consumer
broadband
connections
(millions)

Mobile
1500

Fixed
1000

500

0

2005

2010

2015
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
Explosion of Mobile
M24 Magazines Mobile vs. PC growth trends
December 2012

December 2013

Unique Browsers:
34%
66%

PC

Mobile

39%
61%
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
Changing Consumer Behaviour
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
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
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
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
Misbeliefs
•  There is a myth that mobile advertising does
not work. But, 
•  We have seen conclusive results and
impressive ROI’s:
	
  
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
•  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
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
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
The future market
Retail

Media &
Entertainment

$ 17 Trillion!

Travel
$ 2 Trillion!

Advertising
$ 0.9 !
Trillion!

$ 0.6 !
Trillion!
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
The future of media
Personalisation
‘Articilisation’
Technological algorithms
Engagement
TV formats – NetFlix !
Not print, not PDF
[Not Africa now]
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	
  
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
Monetise these content ‘experiences’

Subscriptions
Advertising

Commercial
Activity
e-commerce
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
Thank you!

For the presentation go to !
www.willembreytenbach.com	
  

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The Power of Digital Platforms

  • 1. The Transformative Power of! Digital Platforms in the Media Industry
  • 2. Mobile Weapons of mass distraction  
  • 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.
  • 13. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Misbeliefs •  There is a myth that mobile advertising does not work. But, •  We have seen conclusive results and impressive ROI’s:  
  • 20. 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
  • 21. •  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
  • 22. 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
  • 23. 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
  • 24. The future market Retail Media & Entertainment $ 17 Trillion! Travel $ 2 Trillion! Advertising $ 0.9 ! Trillion! $ 0.6 ! Trillion!
  • 25. 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
  • 26. The future of media Personalisation ‘Articilisation’ Technological algorithms Engagement TV formats – NetFlix ! Not print, not PDF [Not Africa now]
  • 27. 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  
  • 28. 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
  • 29. Monetise these content ‘experiences’ Subscriptions Advertising Commercial Activity e-commerce
  • 30. 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
  • 31. Thank you! For the presentation go to ! www.willembreytenbach.com