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THE QUEST FOR THE HOLY
GRAIL
DIGITAL MEDIA STRATEGIES,
LONDON
TORRY PEDERSEN / MARCH 2014
Continious flow, raw
unlimited and real-time
Limited space, distilled
refined and bottled
“the traditional website is dead” and the
moment of NOW is important with a real time
web user experience
Geoff Hollingworth, Ericsson Head of AT & T
Foundry
What are newspapers mainadvantages and characteristics?
MOBILE
ASYNCHRONOUS
My OWN break from everyday life
MOBILITYA LOT OF short breaks
from everyday life
ALWAYS UPDATEDCOMPLETELY
ASYNCHRONICAL
FROM A NEWSPAPER TO A MULTITUDE OF PRODUCTS
1
3
2
45
THE TRADITIONAL WORKFLOW MUST BE BROKEN
Hour 07:
-21%
Hour 17:
+52%Number of articles
YOU MUST CONVEY THE CULTURAL SHIFT
15 minutes
Open for everyone
Maximum transparency
Foster disagreement
based on arguments
THE WRITING ON THE WALL
Dekning i befolkningen 15-19 år 20-24 år 25-29 år 30-34 år 35-39 år
2002 40,1% 40,9% 37,7% 35,6% 35,1%
2007 32% 32,1% 26,7% 27,6% 28,4%
2012 15% 15,1% 12,6% 11,5% 13,3%
Sufficient parity
2007
Two organizations with different size, business model,
age in workforce, culture, routines and structure
THREE THRESHOLDS TO PASS
1READERS
3USER PAYMENTS
AD REVENUE
Average daily unique visitors mobile
Kilde: TNS Gallup
Uke 42-47: Trafikk for Dine Penger
slått sammen med e24.
simple
mobile
friendly adsinteractive adshigh engaging ads (time spend)
games
AN INHOUSE AD AGENCY FOR MOBILE ADS
NEWS
SPORT ENTERTAINMENT
VGTV audience much younger than those on traditional TV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
VGTV NRK1 TV2
60+
50-59
40-49
30-39
20-29
12-19VGTV:
50% under 35
NRK/TV2:
50% over 50
60 % of ad
revenue is
digital
- Utilize the major shift from desktop to mobile browsing
- Increase number of paying digital subscribers
- Leverage the revenue potential on paper-based media
- Gain a strong position in the distruptive TV market
- Develop internal organization to support new needs
MAIN CHALLENGES THE NEXT YEARS