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7/28/2019 Looking Ahed 1

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Changes to Mass Media:


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Media is increasingly fragmentedToday even the top rated TV show - CSI - isonly watched by 15% of TV Households.Those kinds of numbers wouldn't have put it in

the top 10 in the 1970sChris Anderson, The Long Tail

The LongLong Tail


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They dontdont care what

companies have to say or sell


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Because the majority of buying

decisions we makemake is throughword of mouth


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Whiter, Brighter, Faster, New andImproved


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This ad skipping and on demandviewing could cost the TV industry$27 billion in lost ad revenue over

the next five years.

Accenture

Ad Skipping


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Ad Skipping


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Numbers in the major US Cities are higher:

Dallas, Texas 26.5%Los Angeles 25.9%San Francisco 23.5%Washington 23.0%

New York 18.3%All of the top 10 TV markets in the US have a highershare than the rest of the country.


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From Nielson

-The Office (NBC)DVR viewers (in millions): 2.41Total viewers (in millions): 10.8Percent DVR: 22.2%

...which is another way of saying that a minimum of2.41 million viewers watched ZERO commercials.


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Advertising message arent getting

through as they used to


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Broadband is bringing the web to users faster

than ever! Broadband penetration in Canada is 87%

RSS is bringing the web to users through

subscription (push rather than pull content

Take-out Technology Technology has become available quick and cheap to the

masses


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80%Post-secondary education

Education

88%$86,000+

Income

85%18-44Age

Statistics Canada 2006


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Ipsos Reid 2005


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Ipsos Read 2006


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J.C Williams


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2004 $28,319

2006 $49,916

Statistics Canada 2006


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User Initiated Dialogue User in Control Immediate, Interactive, Informal Data Driven Rapidly Becoming Pervasive Measurable


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They are Empoweredo Wikipedia, tripadvisor.com, engadget.com here is what I thinko DIY do it yourself

They are Involved/Engagedo Loyalty is genuine and the potential for brand love has arrived

They are Opinionated and dying to share!o blogs, reviews, comments, ratings, tagging

They are Busy

o Convenience, Help, Speed and Organization are mandatory

They are looking for Quality it has become the cost of entry.Remarkable gets noticed.

Slide thanks to Urbanmoms.ca


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Blogs Podcasts Social Networks File-sharing Microblogs

And more


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It's a participation medium

it's a well-heeled it spreads by word of mouth and word of mouse influence it's low investment it provides a balance of transparency and privacy it's measurable

it allows for dynamic content it integrates well it's currently underleveraged by brands it smartly promotes


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37% of Canadians have Visited a

Social Network, 29% havehave set up aProfile

Ipsos (www.marketingcharts.com)


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63% of 18-34 year olds have visited a SocialNetwork, 55% have placed a personal

profile on at least one.

Ipsos (www.marketingcharts.com)

Social NetworksSocial Networks


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18 million in the US (1 in every 18 people) ,Over 7 million people in Canada (1 in 5people), 5 million people in UK (1 in every12 people) have a Facebook profile

Buzz Canuck: FacebookGarage 2007 Toronto


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As of December 2007 Toronto hit the

1 million mark in Facebook membership New York City has 607,000


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Word of MouthWord of Mouth


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Nielson Oct. 2007

49%Email I signed up for

49%Brand sponsorships

54%Radio

56%Magazines

56%Television

60%Brand websites

61%Consumer opinions posted online

63%Newspapers

78%Recommendations from consumers

To What Extent Do You Trust theTo What Extent Do You Trust theFollowing Forms of Advertising?Following Forms of Advertising?


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23%Conventional Advertising

25%Searching the Internet

26%Brand Name/Reputation

28%Word-of-Mouth

31%Previous experiences with the same brand/company

Source: AC Nielson Nov. 2006


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The idea of brand democratization is that thepower of the people directs much of whathappens to brands. What the public saysabout them is what they will become. Simply

put, perception becomes reality.

Brand Democracy


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Media is increasingly fragmented We are finding new ways to connect Consumers are empowered and creating

their own brand messages

We must be aware of these changes andadapt our messages and media

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