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NORMJOHNSTONMINDSHARE WORLDWIDE
THE FUTUREOF MEDIA
MORE PEOPLE WATCHEDOBAMA’S
INAUGURATION ONLINE THAN ON
TELEVISION
3rd BIGGEST COUNTRY IN THE WORLD
BILLIONDOWNLOADSAND COUNTING3
ON AVERAGE WE PASS
PIECES OFPERSONAL INFO
INTO DATABASES EVERY WEEK
3,254
INTERNETOVERTAKES TV AD SPEND
Paid Earned
Owned
Paid EarnedOwned
VisibilityNike web site
Direct
Syndicate
Engage
NikeTwitter
NikeOnlineShop
NikeYouTube
Page
NikeOfficial
Fan Page
NikePhysical
Store
Share
14
“How and where will consumers engage with, consume and experience media in 2015 and how will marketers and the communications industry need to evolve in order to succeed?”
Fluid (anytime, any place)
Fixed (sometimes, some places)
Consolidated
Fragmented Attention
Access
PORTAL OF ME
TRAD NEW MEDIAMEDIA BUFFET
Fluid (anytime, any place)
Fixed (sometimes, some places)
Consolidated
Fragmented
TONS OF TWITTER
Attention
Access
High media consumption and appetite
Consumers as creators, editors, distributors
SNS primary access point
Long tail worldFragmented Attention
Access
TONS OF TWITTER
Fluid (anytime, any place)
Attention
Access
Consolidated
Consumers trust a few brands to select/ personalize content
Value of personal data understood
Media partners operate across platforms
High DVR, tablet, cloud use
PORTAL OF ME
Fluid (anytime, any place)
Trust in media brands to deliverright content to context
Consumers relatively passive,low interactivity
Entertainment more importantthan connectivity
Linear TV, print do well, tablets don’t
TRAD NEW MEDIA
Attention
Access
Consolidated
Fixed (sometimes, some places)
Quality of content experience valued over continual access
Consumers info/task orientated, not creative
Consumers choose not to share personal data
Consumers negative towards advertising
Attention
Access
Fragmented
Fixed (sometimes, some places)
MEDIA BUFFET – LESS IS MORE
?
SOCIAL
MOBILE
ONLINE VIDEO
DATA
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