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In 2014 it will be 25 years since Sir Tim Berners-Lee proposed the idea of the world wide web, and 24 years since it actually launched. Since then 1/3 of the Australian population has been born, meaning connectivity is now taken for granted, whilst the media landscape has changed in numerous ways, some less obvious than they may first appear. We all know that the newspaper industry is declining, but what is likely to emerge from the ruins? We know that Google sits at the centre of many people’s media lives, but where are they heading now? And just why is it that Australia leads the way for illegal downloads? This presentation examines what the Australian media landscape of 2014 looks like, where it is heading and what it means for agencies, clients and content creators.
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Through The Looking GlassMedia In 2014 & Beyond
Ciaran NorrisChief Digital Officer
If I had a world of my own, everything would be nonsense. Nothing would be what it is, because
everything would be what it isn't. And contrary wise, what is, it wouldn't be. And what it wouldn't be, it
would. You see?Alice
The First Football Club
5
1872: 2,000 spectators
1862: 6,000 spectators
Category A (Live) Category B (Highlights)
Olympic Games Cricket Tests in England/Wales
World Cup (Football) Wimbledon (up to finals)
Euros (Football) World Cup (Rugby Union, up to finals)
FA Cup Final Six Nations (involving home nations)
Scottish FA Cup Final (Scotland only) Commonwealth Games
Grand National World Athletics Championships
Derby Cricket World Cup (Final, Semi-Final & home countries matches)
Wimbledon Finals Ryder Cup
World Cup Final (Rugby Union) The Open (Golf)
World Cup Final (Rugby League)
Olympic Games: Each event held as part of the Olympic Games.
Commonwealth Games: Each event held as part of the Commonwealth Games.
Horse Racing: The Melbourne Cup.
Australian Rules: Each match in the AFL Premiership competition, including the Finals Series.
Rugby League
• Each match in the NRL Premiership competition, including the Finals Series.
• The State of Origin Series.
• Each international rugby league test match involving the senior Australian representative team.
Rugby Union
• Each international test match involving the senior Australian representative team.
• Each match in the Rugby World Cup.
Cricket
• Each test match involving the senior Australian representative team played in Australia.
• Each test match between the senior Australian representative team selected by Cricket Australia and the senior English representative team, played in Australia or the United Kingdom.
• Each one day cricket match involving the senior Australian representative team played in Australia.
• Each Twenty20 cricket match involving the senior Australian representative team selected by Cricket Australia played in Australia.
• Each match in the semi‑finals and the final of the International Cricket Council One Day International World Cup Cricket World Cup.
• Each match of the International Cricket Council One Day International World Cup involving the senior Australian representative team selected by Cricket Australia.
• The final of the International Cricket Council Twenty20 World Cup.
• Each match of the International Cricket Council Twenty20 World Cup involving the senior Australian representative team selected by Cricket Australia.
Association Football
• English Football Association Cup Final.
• Each match of the Fédération Internationale de Football Association World Cup tournament.FIFA World Cup tournament.
• Each match in the Fédération Internationale de Football Association World Cup Qualification tournament involving the senior Australian representative team selected by the Football Federation Australia.
Tennis
• The Australian Open.
• Wimbledon Men's and Women's singles quarter‑finals, semi‑finals and finals.
• US Open men’s and women’s singles quarter-finals, semi-finals and finals.
• Each rubber in each tie in the Davis Cup involving the Australia team. (Note that the women's equivalent, the Fed Cup, is not covered.)
Netball
• Each international match involving the senior Australian representative team, played in Australia or New Zealand.
• The semi-final of the Netball World Championships if it involves the senior Australian representative team.
• The final of the Netball World Championships if it involves the senior Australian representative team.
Golf
• Australian Masters.
• Australian Open.
• US Masters.
Motorsports
• Formula 1 World Championship Qantas Australian Grand Prix.
• MotoGP IVECO Australian Motorcycle Grand Prix.
• Each race in the V8 Supercars Championship Series, including the Super Cheap Auto 1000 (NOTE: The United States round may be delayed broadcast because the races occur during overnight hours in Australia).[6]
30% penetration
50% penetration
86% penetration
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• It’s More Important Than That
• Everything Is Screened
• Crowded Duopolies
• A Different Kind Of Mindshare
proper dave on flickr
Not Just The Box In The Corner
Changing Reactions To Technology
1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
2. Anything that’s invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
3. Anything invented after you’re thirty-five is against the natural order of things.
Douglas Adams, The Salmon of Doubt
19%
13%
14%14%
14%
12%
14%
0-14 15-24 25-34 35-44 45-54 55-64
65+
The “Adams” Generation
Source: Austraian Bureau of Statistics, 2011; UK ONS, 2011
c32% of Aus population born since the web was invented
TV
Mobile
Desktop or laptop
Radio
Tablet
Newspapers/Mags
This Is Traditional Media
57% of AU media time is online6.4 HOURS
OF MEDIA PER DAY``
Source: InMobi Mobile Consumption Research Feb 2014
Budgets Are Out Of Kilter
Source: SMI Jan-Mar 2014
Consumers Are Out-Pacing Advertisers
Or Are They?
Source: SMI/IAB & PwC Jan-Mar 2014
The Rise Of The International Pure Play?
There Are Good Reasons
Logistics Count
Country/Provider Australia/Telstra UK/BT
Max Usage 50GB Unlimited
Max download (ADSL2+) 20Mbps 16Mbps
Max download (ADSL) 8Mbps NA
Price (monthly) $73 (24 months) £10 (12 months)
Average download 13.62Mbps 22.51Mbps
Global position 52 29
But Excuses Are Running Out. Hopefully
We like to talk about the post-PC era
Steve Jobs, 2010
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
raneko on flickr
Is This Personal?
Or Is This?
The Internet Is Now Mobile
47%
37%
15%1%
Desktop Phone Tablet
Other
Source:Nielsen Online landscape Review Jul 2014. Excludes apps
And It’s Different To The Desktop Web
Source: Nielsen Smartphone Analytics USA
New News Is Good News?
Source: Nielsen Online Ratings – Hybrid July 2014
Photo: TED
peasap on flickr
>41 million views on YouTube
Everyone’s A Player
Source: Nielsen Smartphone Analytics USA
39
There Really Is
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• It’s More Important Than That
• Everything Is Screened
• Crowded Duopolies
• A Different Kind Of Mindshare
“Attention is a zero sum game; every minute spent in Snapchat or LINE or WhatsApp is a minute not spent in
Twitter or Facebook or Instagram”Ben Thompson, Stratechery.com, Dec 2013
