Temasek Polytechnic January 2009

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Information about Temasek Polytechnic January 2009

Published on January 22, 2009

Author: geertdesager

Source: slideshare.net

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Temasek Polytechnic January 2009

Temasek Polytechnic Advanced Media Marketing Management Geert Desager Marketing Manager Microsoft Advertising 22 nd of January 2009

Agenda Bring the love back Beyond the banner Future of TV

Bring the love back

Beyond the banner

Future of TV

 

 

“ We are not hanging out in the same places anymore!” Source picture: http://www.flickr.com/photos/ale2000/2897608089/

Exploding Online Users in APAC Source: www.internetworldstats.com , May 2008

Still huge Potential in APAC Source: www.internetworldstats.com, May 2008

Exploding Online Users in APAC Source: www.internetworldstats.com, May 2008

Exploding Online Users in APAC Source: www.internetworldstats.com, May 2008

No. of hours spent on each medium per week Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Source: Synovate AsiaBUS Survey June/July 2007 Aged 25-34 Top/Middle Management University degree or above Executive Summary - Regional Magazines 3.0 hours Internet 18.5 hours Radio 10.5 hours TV 16.9 hours Newspapers 4.2 hours Magazines 3.7 hours Internet 20.8 hours Radio 10.6 hours TV 15.2 hours Newspapers 5.9 hours Magazines 4.2 hours Internet 19.9 hours Radio 9.3 hours TV 14.8hours Newspapers 5.6 hours The Internet outperforms TV & print in time spent among key demographics

2007 Internet Ad Spend Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008

“ You are not even listening!” Source picture: http://www.flickr.com/photos/lteagarden/2481657225/

Research shows that 65% of all marketing spend in 2007 had no effect on consumers 70% of all asian marketers are not tracking the effectiveness of their spending Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report

“ It’s not genuine!”

“ Research shows that 86% of consumers no longer believe what brands say about themselves” “ Whereas 78% of consumers believe what other consumers say about brands” Source: http://www.ketchum.com/food2020_news_release

Times they are a-changin’

Times they are a-changin’

Times they are a-changin’

Times they are a-changin’

Times they are a-changin’

Times they are a-changin’

Times they are a-changin’

A typical 21 year old... Thanks to www.martinlindstrom.com

A typical 21 year old...

...has played 5.000 hours of video games Thanks to www.martinlindstrom.com

...exchanged 250.000 emails, instant and SMS messages... Thanks to www.martinlindstrom.com

...10.000 hours of mobile phone usage... Thanks to www.martinlindstrom.com

...and has spent 3.500 hours of time online... Thanks to www.martinlindstrom.com

Channels 1,7 5,4

Today, the gaming industry is double the size of the movie industry. Thanks to www.martinlindstrom.com

Gamers mainly play during prime time TV. Next to gaming, the internet is the preferred medium, followed by television. Thanks to www.martinlindstrom.com

“ Halo 3 generated $170 million in sales “ The incredibles” reeled in $70 million (Both in one weekend) . Thanks to www.martinlindstrom.com

Everquest has 2.2 million members (spending 28 hours per week). Thanks to www.martinlindstrom.com

Animal crossing gets 5.000 new users a day. Thanks to www.martinlindstrom.com

86 million adults are currently playing computer games. Source: Businessweek, October 2006 & Thanks to www.martinlindstrom.com

Will never read a newspaper but attracted to some magazines Will never own a land-line phone (and maybe not a watch) Will not watch television on someone else’s schedule much longer Trust unknown peers more than experts For first time willing (2005) to pay for digital content. Never before. Little interest in the source of information and most information aggregated. Community at the center of Internet experience Think not interested in advertising or affected by brand, but wrong. Everything will move to mobile Less interested in television than any generation before Want to move content freely from platform to platform with no restrictions Want to be heard (user generated) Use IM. Think e-mail is for their parents Youngster “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2007

Will never read a newspaper but attracted to some magazines

Will never own a land-line phone (and maybe not a watch)

Will not watch television on someone else’s schedule much longer

Trust unknown peers more than experts

For first time willing (2005) to pay for digital content. Never before.

Little interest in the source of information and most information aggregated.

Community at the center of Internet experience

Think not interested in advertising or affected by brand, but wrong.

Everything will move to mobile

Less interested in television than any generation before

Want to move content freely from platform to platform with no restrictions

Want to be heard (user generated)

Use IM. Think e-mail is for their parents

Creativity is the key to consumer engagement

 

 

 

 

The world’s longest ad!

 

 

 

 

 

 

In Progress Games

 

 

 

 

Case Study: Guinness Singapore

Campaign Background Objective To build and reinforce awareness of pool, G9BT and Guinness Engage passion for pool in a fun & interactive manner Drive recruitment How? Capitalizing on the ü ber-popular digital platform of Windows Live Messenger , we will put Guinness and the game of pool in the daily lives of our target audience and potential customers. Why? The MSN network has 7.6 million users in Singapore, Malaysia and Indonesia alone 2.1 million users are on Windows Live Messenger (SG = 1M, MY = 900K, Indon = 183K). 75% are above 18 in all 3 of these countries 30% are our bulls-eye target profile (25- 34 years); total potential reach of 630k users Key efforts First time on MSN ever! A pool game allowing peer-to-peer interaction Widespread visibility on MDAS properties Banners and strategic site takeover executions to drive awareness/traffic eDM blast to member bases to inform about the latest Guinness-sponsored pool game download on MSN Drive to www.guinness9balltour.com site via Windows Live game vehicle

Objective

To build and reinforce awareness of pool, G9BT and Guinness

Engage passion for pool in a fun & interactive manner

Drive recruitment

How?

Capitalizing on the ü ber-popular digital platform of Windows Live Messenger , we will put Guinness and the game of pool in the daily lives of our target audience and potential customers.

Why?

The MSN network has 7.6 million users in Singapore, Malaysia and Indonesia alone

2.1 million users are on Windows Live Messenger (SG = 1M, MY = 900K, Indon = 183K).

75% are above 18 in all 3 of these countries

30% are our bulls-eye target profile (25- 34 years); total potential reach of 630k users

Key efforts

First time on MSN ever! A pool game allowing peer-to-peer interaction

Widespread visibility on MDAS properties

Banners and strategic site takeover executions to drive awareness/traffic

eDM blast to member bases to inform about the latest Guinness-sponsored pool game download on MSN

Drive to www.guinness9balltour.com site via Windows Live game vehicle

Integrated User Journey Regional Digital Media PR On Trade ATL www.Guinness9balltour.com G9BT MSN Pool Game Mini-Site WL Messenger Pack MSN Homepage OTP MSN Feature Offer eDM WL Hotmail – Super Banners, skyscrapers , Link to G9BT MSN Pool Game Launch mini-site User Invite Friends to play on MSN Messenger Regional media buy is applicable to: Malaysia, Singapore and Indonesia ONLY

MSN Mechanism for Guinness Guinness Pool Challenge Site that promotes Windows Live Messenger Game Guinness Pool Challenge Site Hotmail – Showcase, Super Banner & Skyscraper MSN SG Home Page – Expandable showcase Windows Live Messenger – Expandable Half Banner, Today Mini Showcase, Webcam Showcase & Conversation Window Textlink

Windows Live Messenger Game

Messenger TV

Live agents

IM: talktofrankbot@hotmail.co.uk

 

2d dynamic imagery

2d dynamic imagery

 

 

 

 

 

 

Desperate Housewives Screenshots

Surface

Surface

Beyond the browser http://memorabilia.hardrock.com/ http://www.laguna-coupe.com/silverlight http://photosynth.net http://research.microsoft.com/ivm/HDView/HDGigapixel.htm http://photozoom.mslivelabs.com/Default.aspx http://www.xrez.com/yose_proj/yose_deepzoom/ClientBin/TestPage.html http://contosobicycleclub.mslivelabs.com/ http://news.sbs.co.kr/nview/nview_index.jsp?news_id=N1000318157 http://premium.quiksilverlive.com/ http://labs.live.com/photosynth/view.html?collection=sanmarco/index1.sxs&st=coll http://www.hsn.tv/ http://ambilight.msn.com/movies/ http://www.zillow.com http://dev.live.com/ http://www.harley-davidson.com/wcm/Content/Pages/Ride_Planner/Ride_Planner.jsp?locale=en_US

http://memorabilia.hardrock.com/

http://www.laguna-coupe.com/silverlight

http://photosynth.net

http://research.microsoft.com/ivm/HDView/HDGigapixel.htm

http://photozoom.mslivelabs.com/Default.aspx

http://www.xrez.com/yose_proj/yose_deepzoom/ClientBin/TestPage.html

http://contosobicycleclub.mslivelabs.com/

http://news.sbs.co.kr/nview/nview_index.jsp?news_id=N1000318157

http://premium.quiksilverlive.com/

http://labs.live.com/photosynth/view.html?collection=sanmarco/index1.sxs&st=coll

http://www.hsn.tv/

http://ambilight.msn.com/movies/

http://www.zillow.com

http://dev.live.com/

http://www.harley-davidson.com/wcm/Content/Pages/Ride_Planner/Ride_Planner.jsp?locale=en_US

The future of TV and widgets

Change Social Media Convergence Online video Advertising Law Picture source: http://www.boston.com/bigpicture/2008/11/the_next_president_of_the_unit.html

Social Media

Convergence

Online video

Advertising

Law

Picture source: http://www.freelanceadvisor.co.uk/wp-content/uploads/2008/11/jump-on-the-social-media-bandwagon.jpg

Yesterday the BBC decided what you watched, today you decide, tomorrow your friends will decide! Anthony Rose, Head of Digital at the BBC

When did we start trusting strangers? Volume of Recommendation PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Church, state, monarchy dictate the agenda Professional media dictate Consumers dictate Universal McCann: September 2008

When did we start trusting strangers? PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Universal McCann: September 2008

“ Your digital life is growing out of control. Focus on what you care for” Tariq Krim, CEO Netvibes Picture source: http://www.flickr.com/photos/lisamac/213744007/

 

 

Web gadgets

Most popular

Mobile widgets

Most popular

Physical widget station

CONVERGENCE OF DEVICES

Convergence of devices

 

 

 

 

 

Convergence of media formats

Is it a newspaper? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation

Is it a blog? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation

Is it a magazine? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation

Is it radio? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation

Is it TV? Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation

The web is format agnostic – any message can use any format Traditional media formats are fighting against each other as never before Source: http://www.slideshare.net/rhyndman/the-future-of-media-presentation Picture: http://www.flickr.com/photos/ecstaticist/1456404353/

The web is format agnostic – any message can use any format

Traditional media formats are fighting against each other as never before

LET’S LOOK AT ONLINE VIDEO

It’s getting crowded

 

IPTV

Similar models

Aggregators of streaming video

Picture source: http://www.flickr.com/photos/10509725@N06/2647520133/

BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing

even though with only 6 million hits in September, Hulu is expected to generate to $70m.

 

 

 

 

Messenger TV

 

Netflix on Xbox

 

WHAT ARE PEOPLE WATCHING? Picture source: http://www.flickr.com/photos/eqqman/76159452/

TV Viewership is From Mars, Social Interactions are From Venus TV shows find boost with social networks Source: http://www.dmnews.com/TV-shows-find-boost-with-social-networks/article/120483/ Source: http://mashable.com/2008/10/28/tv-viewership-vs-online/

TV shows find boost with social networks Source: http://www.dmnews.com/TV-shows-find-boost-with-social-networks/article/120483/

Measuring the social http://www.socialsights.com/post/56628872/measuring-the-social-tv

Picture: http://www.flickr.com/photos/cv47al/189316598/

Scarcity in space dictates scarcity in content production & distribution Abundance in space dictates abundance in content production & distribution http://www.slideshare.net/tomhimpe/the-new-roles-for-digital-presentation/ Picture: http://www.flickr.com/photos/paleishmael/2069947240/

Scarcity in space dictates scarcity in content production & distribution

Abundance in space dictates abundance in content production & distribution

WHERE IS THE MONEY? Picture Source: http://www.flickr.com/photos/minchki/2811335149/

NBC CEO Jeff Zucker: The Web will turn “analog dollars” into “digital pennies

NBC CEO Jeff Zucker: The Web will turn “analog dollars” into “digital pennies

Where is the money?

 

Screens and Teens 31% of in-home internet activity occurs while watching TV 45% teens IM or message friends they know are watching the same tv shows 35% of 9-17 year olds have participated or played games that they were informed about while watching TV shows http://www.ypulse.com/ypulse-marketing-mashup-east-engaging-viewers-through-multiple-screens/

31% of in-home internet activity occurs while watching TV

45% teens IM or message friends they know are watching the same tv shows

35% of 9-17 year olds have participated or played games that they were informed about while watching TV shows

 

 

 

 

Picture: http://www.flickr.com/photos/18318824@N00/99805321/

Piracy What he and Zucker have come to understand is that the media companies no longer have a choice: If they don't put their shows online, someone else will. "The best way to combat piracy is to make your content available," Zucker says. "We don't know for sure what the impact is going to be on our established businesses. But we want to make sure consumers know they don't need to steal our content. That's really what Hulu is about."

What he and Zucker have come to understand is that the media companies no longer have a choice: If they don't put their shows online, someone else will. "The best way to combat piracy is to make your content available," Zucker says. "We don't know for sure what the impact is going to be on our established businesses. But we want to make sure consumers know they don't need to steal our content. That's really what Hulu is about."

Picture: http://www.hiyaablog.com/uploaded_images/lessig-754481.jpg

THANK YOU [email_address] www.slideshare.net/geertdesager

[email_address]

www.slideshare.net/geertdesager

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