tv & media: the mirror of society
DESCRIPTION
" 16th Infocom World Conference 2014 " On 21/10, at the hotel Divani Caravel was held the 16th Infocom World Conference with main theme the “Media”. Xenia Kourtoglou of Focus Bari, from the panel of Ms Haimanta gave her own positioning regarding the digital transition of media and the role of advertisement in the new digital era. She captured the mark of today’s media consumer and based on Focus Bari data described the manners by which media should transit to “tomorrow”.TRANSCRIPT
In the context of today’s upheavalsand developments, the audience tries to balance between
dimensions that define « familiar yesterday» and «fluid tomorrow»
TODAY = STAGE OF TRANSITION, ADAPTION,
… “ BEWILDERMENT ”
The audience today/ The transition
A world with…
Specific rules«Have to» vs. «Do not have to»
Exogenous «filters» «direction» (from Media)
in information/ material
Pre-specified «goals»:career /money / well-being / …
Each one found his space and followed a specific path
The audience finds itself between...
A novel situation …
Without clear rules, except for «Cant» vs. «Can not»
Personal «filters» of free information management
«Liquid» goals that change constantly
Each one manages interests and desires autonomously / «as they can»
Tomorrow
Yesterday
Uncertainty Satiety
The forces that shape transition
1. Digital revolution
internet |broadband | mobile | smart devicesImmediacy speed access
multi screen / tasking reduction of attention span
Emphasis on “HERE & NOW”
5357
6165
7072 73
42
48
56
6268
71 72
18
27
42
53
6163
68
9
20
32
4146
4953
20
23 2426
32
45
9 1013
16 19 20 23
8 8 8 8 711
16
PC Use: +37Internet: +72%
D/T Play: +280%
Social Networking:
+490%
E-shopping:+155%
The dynamic growth of digital:
Smartphone:+125%
Base: 13-70, Total Greece, WebId
Pay TV:+50%
The forces that shape the trends
2. Democratization of information| Social mediaA consumer who participates & shares judges & is judged
exposes & is exposed
The glorification of“empowered consumer”
The forces that shape the trends
New facts| new «trends»Mostly Homing | freebies | simple entertainment| little pleasures|…
Turn to basic human values: friendship | love | security
No more «what I appear to be»… but «what I am»
3. Emphasis on SUBSTANCE & ACCEPTANCE OF DIVERSITY
The forces that shape the trends
Cuts|Redefining costs| Review of needs |Price itself rather than VFM
New thinking on the management of money and purchases
4. The glorification of smart purchases
The Greek …
Prior digital era In digital era
Observes Participates & Shares
Recipient Creator
No control on messages Judges & «exposed»
(Mostly) Single-source
Multi-screen/tasking
Deepens Short attention span
Descriptive Comprehensive
The relation with the media changes...
PAST PRESENT
Clearly the relationship with Internet & TV is shaped …
PHABLETPhone + Tablet
By the relationship with devices : for each one of us there is a « personal device»!!!
Then…
Now…
Ends up being formed «generation to generation»:
7-9 10-12 13-17 18-24 25-34 35-44 45-54 55-64 65-74
93 91
81
6772
8285
91 94
5761
98 9793
83
69
41
14
7974
66
46
32
20
10
TV Internet Smartphone Mobile possession
%
The breadth of TV impact changes
Diversion to «fragments»
of target groupsWith the ability of precise targetting
Mentality of diversity in today’s social
environment (niche / communities)
Empowerment of the individual
Similarly the overall relationship and the 'consumption' of Media evolves continuously
* e-shops, aggregators, market places …
*Other…
The needs that Media cover continue to exist as were...
information«practical»
belonging«social»
recreational
«entertainment»
..entering one another with
permeable boundaries!
…and continue till the changing consumption model, enforcing this permeability!
Especially the young people :« I stayed home & watched TV and surfed on the Internet»
spare time
information
relaxation
communication
dawdling
purchase!
& the (TV) advertisement?
It should not be treated as a different part BUT AS AN INTENGRAL PART OF A COMPREHENSIVE “TRIP”!
The traditional role
Specified GoalsAwareness, trigering trial, image
building, reinforcement/reminder...
Clear media environment
“One direction” communication(transmitter –
receiver)
Targetting based on demographics
Classic advertisement «metrics»
The (TV)advertisement:
The evolving role
Integrated in the customer journey…
At the appropriate stage,
the appropriate message,
Through the appropriate “vehicle”
Creating the appropriate “ambience”
In connection to the appropriate infrastructure,
Until the end purchase,...
Completing the customer journey, and reinforcing its contunuity!
TomorrowYesterday
“On the go” “Comfort Zone”
MARKET USAGESupport & ServeMarket & Sell
Need
1
Evaluation 3
Aquisition
4
Use
5
Engagement
7
2Search
6Recommendation
