digital wtf16.09.09
DESCRIPTION
Video links here: http://bluurb.wordpress.com/2009/09/18/digital-wtf-september-09-edition/TRANSCRIPT
First, some scary/exciting* numbers
Image: Universal McCann Wavee 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
* Delete as appropriate
1,000,000,000,000 (one trillion)
approximate number of unique URLs in Google’s index
70,000,000
number of total videos on YouTube
13 hours
amount of video uploaded to YouTube every minute
133,000,000
number of blogs indexed by Technorati since 2002
900,000
average number of blog posts in a 24 hour period
4,000,000,000
Tweets so far… and counting
Source: http://popacular.com/gigatweet//
100,000,000
users who log on to Facebook at least once each day(that’s 50% of total FB users)
700,000,000
number of photos added to Facebook monthly
It’s the world’s biggest photo repository
1,500,000,000
Apps downloaded for iPhone
Average user downloads 10 apps per month
3,000
Average advertising exposure per day
Source: Advertising: It's Everywhere, Media Awareness Network
44 hrs
activity mashed into 24 hrs by the youth demographic
they can do 5 things at once
we can only manage 1.8
£17.5bn total UK advertising spendDigital 19.2% (£3.3bn) (only £50m in 2001)TV 21.9%
Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008
Print -10%TV -7%Digital +5%(Social media +20%)
Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009
Digital is now an average 15% of VS&M budget player
The 60’s and 70’s were all about products and how to advertise them
The 80’s and 90’s were all about brands and their balance sheet value
Then it all went digital
Now it’s all gone social
Trends
ContentExplosion
Fragmentation &distribution
Interactivity,participation &
control
Source: IAB Europe Interact Congress 2009
Content SupplyChain Evolution
Real time
Brand ownership has fundamentally shifted
Source: David Armano
Brand ownership has fundamentally shifted
Source: David Armano
We’re shifting from the imposed model to the chosen model.
The shift to online is already a given.It’s the shift WITHIN online that’s important.
“
”L’Oreal Global CMO, March 2009
Engagement has already shifted
Social media is already culturally accepted
Source: Forrester & The Guardian
65% of time spent in social/entertaining space
Social Currency
entertainment
self-empowerment
information
service or utility
connections
social currency
Source: Saint
…pay attention …come to you
…pass it on …interact
social currencymakes them…
Source: Saint
Detach & distribute
The consumer has evolved
Marketingresearch
Proposition AdvertisingAdvertising idea
Source: Chris Clarke, Global ECD LBi
Buy attention
Shift
Open marketing/collaboration
PropositionAdvertisethe proof
Beta
Source: Chris Clarke, Global ECD LBi
amplify interest
Shift
gain interest
Do something interesting
Intervene helpfully in the culture
Creating value, richness and fun by the helpful interplay of brands and culture
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
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2006
2007
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2009
www.
Social network activities
Source: Universal McCann Wave 4
UK digital profile
Your audience is
Want to be
Do
Sharingdata
Createcontent
Informingopinion
Constructingconnections
Personalisingcontent
Buildingknowledge
IdentityDevelopment
Digital has amplified the process of identity development
PersonalisationSelf ExpressionCommunity
IdentityDevelopment
Realised through
Only your creativity can save you
Sony spent 40% of their time online building anticipation before using traditional media
Source: IAB Europe Interact Congress 2009
