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The Digital Landscape

The Digital Landscape. In the past few decades, a variety of channels have emerged, which has fragmented the news landscape. The Digital Landscape. The Digital Landscape. Proliferation of media channels Fragmentation of media audiences Diminishing “mass media” audiences

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The Digital Landscape

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  1. The Digital Landscape In the past few decades, a variety of channels have emerged, which has fragmented the news landscape The Digital Landscape

  2. The Digital Landscape Proliferation of media channels Fragmentation of media audiences Diminishing “mass media” audiences Proliferation of multimedia multitasking Audience Control replacing Media Control Shrinking market share of traditional media advertising The Digital Landscape

  3. Each media consumer has a fingerprint OLD WAY Newspaper reading the morning Radio listening during commutes TV watching in the evening NEW WAY Personalised usage patterns with any combination of traditional and digital media Any time, any place, any channel EACH MEDIA USAGE PATTERN IS LIKE A FINGERPRINT Each media consumer has a fingerprint

  4. Relevance = Time + Content +Channel Relevance = Time + Content + Channel Spheres of Relevance Channel Time Content Source: SFN

  5. Spheres of Relevance for Sara Spheres of Relevance for Sara

  6. Spheres of Relevance for Per Spheres of Relevance for Per How is our football team doing Vote: The best European Championship team This evenings match results Breaking news Wine recommendations on your cellphone Dinner suggestions Latest weather report for sailors Who owns ABC123 When does the ferry for Lindholmen depart ..and the next tram Coupons RadioShack Order the travel catalog from Stena Travels Letters to GP Todays picture from Gøteborg Send your photo from your cellphone Crossword The best digital cameras How good is the Volvo S40 Search consumer reports

  7. Studies: Spheres of Relevance for Youth Two global studies on youth spheres of relevance Yahoo DDB Studies: Spheres of Relevance for Youth

  8. DDB: A New Approach to Identity 1960’s Thru 90s 2000s 1900’s Thru 1950s Conformity Individuality Individuality Standing Out Rebellion Exercise my right to be who I am Conformity Fitting in Norms Fulfill societal roles Self-Authorship “My True Self” Self-Creation Responsibility to discover my purpose Source: WNA Study, DDB

  9. DDB: Personal Values Segments Status 29% 20% Seeking Fun and Intensity Working Towards Upward Mobility Thrill Seekers Strivers Tradition Change Creatives Believers Honoring Duty and Authority Seeking to Express Themselves 30% 21% Altruism

  10. DDB: 56% are “Super-Connectors” % Who Do 2+ of the Following EVERY DAY: Talk on cell phone, text message, go online, email, IM, use search engine:

  11. DDB: Media Habits Every Day or almost Every Day

  12. DDB: Frequency of Media Habits

  13. DDB: Newspaper Readership among 18-25 worldwide

  14. Youth ages 18 to 25 key motivating experiences: Community, Self-Expression, Personalisation Three media help the “My Media” generation stay connected Yahoo: Spheres of Relevance Source: Yahoo, OMD

  15. Percentage of youth who listen to music or watch video on the mobile phone, in the last month Yahoo: Spheres of Relevance Source: Yahoo, OMD Source: Yahoo, OMD

  16. Spheres of Relevance Spheres of Relevance Channel Time Content

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