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Looking at the last year, there are a few themes that appear to drive innovation globally:
q Bandwidth & Devices
q Distribution & Fragmentation
q Product Metrics
q Storytelling
q Advertising & the evolution of marketing
Some Themes
Devices Multiply Mobile Access to the Internet has also expanded through the range of devices with mobile connections:
Smart Phones Tablets
Watches Glasses Drones
Sensors
Mobile Broadband Expands Mobile broadband rapidly more available and at speeds significantly faster than “online” speeds.
q 4G: Applications and services expand globally
q 5G: SK Telecom (Seoul) announced the launch of new “super fast” service in 2015, that will reach over 300 Mbps. Korea, Scandinavia, among other markets have enabled a trial protocol that will be significantly faster than current 4G/LTE and wired broadband. Korea plans to implement the 5G protocol in time for the 2018 Pyeong Chang Winter Olympics
New Storytelling Models Proliferate
q Multimedia Models
q Breaking News Models
q Photojournalism
q Audio/Video
q Infographics
q Mapping
q Aggregation/Curation
q Slides
The New Marketing
q Programmatic buying and ad exchanges: - Commoditizing page views/ad impressions - Creating value in the stream data (metrics) - Pricing real time and competitive Advertising drives online behavior that can be measured and optimized – sales, email sign-ups, mall visits, …
q Brand advertisers become media entrepreneurs - Content Marketing Expands - Video and Viral Campaigns Dominate
Summary q Types of content grow with the devices supplying/consuming the content
q Bandwidth makes video (and audio) an increasingly important content choice – in video/audio/photo information retrieval coming soon
q Fragmentation drives consumption (and revenue) - Discovery not on your site (2005) - Consumption not on your site (2013 …)
q Metrics required to innovate in platform, content and distribution
q Audiences will pay for high value content or associated services
q Marketing changes driving new ad models - Pricing, Branding and Ad Units all change - When you have the audience you can create a marketing offering