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© Justin McCarthy, TBWA\Hunt Lascaris Durban

Active vs passive media

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Page 1: Active vs passive media

© Justin McCarthy, TBWA\Hunt Lascaris Durban

Page 2: Active vs passive media

Lean in

Lean back

Page 3: Active vs passive media

non-selective

cognitive

faceless

habitual

influence

rational

disengaged

involved

alert dialogue

passive

active utility

uniform

conscious

involuntary

Page 4: Active vs passive media
Page 5: Active vs passive media

engaged

Page 6: Active vs passive media

Once upon a time…

…life was simple

Page 7: Active vs passive media

Along came Tim Berners-Lee

Page 8: Active vs passive media
Page 9: Active vs passive media

Who’s getting what share of the advertising cake?

Page 10: Active vs passive media
Page 11: Active vs passive media

62,8%

19,5%

8,0%

5,2%

2,3%

1,9% 0,3%

Television

Newspapers

Magazines

Radio

Outdoor

Internet

Cinema

Page 12: Active vs passive media
Page 13: Active vs passive media
Page 14: Active vs passive media

Dailies

Wknd

Community News

Mags

T&T

TV

Radio

Cinema

OOH

DM

Internet

46,2%

14,7%

11,5%

4,6%

6,2%

5,6%

2,6% 5,4%

Page 15: Active vs passive media

Dailies

WKND

Comm

Mags

T&T

Television

Radio

Cinema

OOH

DM Internet

2002

2008

2012

Page 16: Active vs passive media

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2002

2008

2012

Page 17: Active vs passive media
Page 18: Active vs passive media

{ Source: Enders Analysis May 2013 }

Page 19: Active vs passive media

{ Source: Enders Analysis May 2013 }

Page 20: Active vs passive media

{ Source: Enders Analysis May 2013 }

Page 21: Active vs passive media

{ Source: Enders Analysis May 2013 }

Page 22: Active vs passive media

Smartphones mean technology and

mobile worlds merge

Internet and media being dragged

along

Tablets accelerate that change

Page 23: Active vs passive media

LEAN BACK 2.0

Page 24: Active vs passive media

Tablet is the first lean forward,

lean back device

Page 25: Active vs passive media

Market Size Big Small

De

mo

gra

ph

ic

Mass

Media

Elite

Media

Mass

Intelligence

{ Source: Ledbury Research/ The Economist }

Page 26: Active vs passive media

% respondents using tablets while…

[ Source: Pew Research – The Economist 2011 ]

Page 27: Active vs passive media
Page 28: Active vs passive media

34

41

43

52

59

0 20 40 60

Watch TV

Use my smartphone

Use my PC

Listen to the radio

Read a paper book Read a paper book

Use my PC

Listen to radio

Use my smartphone

Watch TV

I spend more time daily

on my tablet than:

[ Source: US AdMob Survey 2011 ]

Page 29: Active vs passive media

73%

62%

57%

45%

42%

36%

29%

27%

23%

11%

42%

52%

66%

56%

16%

11%

42%

28%

25%

22%

0% 25% 50% 75%

Store Locator

Price check

Retail research

Product review

Shopping list

Mobile coupon

eTail purchase

Payment

SM comment

Write review

Tablet

Smartphone

NO

21%

YES

79%

Have done Mobile

Shopping

Page 30: Active vs passive media

Paid Media Owned Media

Earned Media

Promoted

Brand Content

Shared Brand

Content

Sponsored

Brand Content

Converged

Media

Earned Media

Page 31: Active vs passive media

Entire Audience Spectator

Player Active

Minority

Page 32: Active vs passive media

Take a look Spectator

Player

Consume

Read

Reference

Share

Rate

Comment

Propose

Page 33: Active vs passive media

Take a look Distraction

Participation

Consume

Read

Reference

Share

Rate

Comment

Propose

Active

consumption

Involvement

Page 34: Active vs passive media

Analogue TV

Print 0

10

20

30

40

50

60

70

80

1900 1920 1940 1960 1980 2000 2020

Internet

Digital TV

Gaming Mobile

Outdoor

Digital Radio

Cinema

Analogue TV

Print Analogue Radio

Global media consumption: ave hours per week

[ Source: Carat Global Nov 2011 ]

Page 35: Active vs passive media

Paid + owned + earned = converged

Converged = rich territory

Consumers distinguishing less and less;

marketers more and more

Marketers must develop expertise and

scale in E&O

Page 36: Active vs passive media

Lean in and lean back in rhythm with

your audience

Don’t do it in silos

Don’t confuse the device with the

medium!

90% spending, 10% learning

Page 37: Active vs passive media

Happy converging © Justin McCarthy, TBWA\Hunt Lascaris Durban