This document discusses trends in digital media and social networks. It provides statistics on the growth of digital technologies like the number of websites, videos on YouTube, photos on Facebook and more. It then discusses how this has led to a shift in brand ownership and marketing, with engagement and social media becoming more important. Brands need to find ways to intervene helpfully in culture to create value through the interaction of brands and social media.
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Digital WTF16.09.09
1. Digital WTF 17.09.09 A presentation to : A nice client [email_address] @nicholasgill
2. 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
12. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
13. 44 hrs activity mashed into 24 hrs by the youth demographic they can do 5 things at once we can only manage 1.8
14. £17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008
15. 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
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19. 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
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21. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
25. 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
43. Sharing data Create content Informing opinion Constructing connections Personalising content Building knowledge Identity Development Digital has amplified the process of identity development