Media Convergence or Collision in China

© 2011 MediaMind. A division of DG

传统媒介与新兴科技的碰撞

#ded2011@deandonaldson© 2011 MediaMind. A division of DG

融合还是冲突传统媒介与新兴科技的碰撞融合还是冲突融合还是冲突

Wednesday, 26 October 11

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved


© 2010 MediaMind Technologies Inc. | All rights reserved

Click to edit Master text styles

Living in a Ubiquitous World



Click to edit Master text styles

Living in a Ubiquitous World



instant >>







66Wednesday, 26 October 11

© 2008 Eyeblaster. All rights reserved

“ 電視與電腦的區別愈來愈模糊, 我們可以從電腦下載電視節目,並且在任何時間都可以觀賞,也就是說兩者是可以互相轉換的”

Charlie Ponsonby, Simplify Digital on why higher speedswould drive changes in the way people use the web.

Tv Internet Blur

© 2010 MediaMind Technologies Inc | All rights reserved



buildingbrand

1: 5Wednesday, 26 October 11

• 420MM internet users• 227MM mobile internet users• Critical market for global brands

• Q1 2011New data center operationalSina tracking accredited


China Investment

China











$264m2015 年全球移动电视



#ded2011@mediamind© 2011 MediaMind. A division of DG

Social Commerce TV



J a k a r t a







按摩?













30Wednesday, 26 October 11





3?个屏幕







5 年10 年






time shift place shift

只是又⼀一个显示屏

3:4 到16:9的屏幕比例曲面到平面尺寸翻倍从盒状到平板制式

卫星有线 vs 本地频道数量环绕音质数码录音

暂停 & 倒退VHS-‐DVD-‐蓝光数字播放高清

10


© 2011 MediaMind. A division of DG© 2011 MediaMind. A division of DG

电视是⼀一部地理。⼀一处地方。⼀一种功能。

它不仅仅是⼀一个在房间角落的盒子。





£1.19bn



$100M



154,000

76,000T H E A T R E O F D R E A M S



366k

330M63,000Wednesday, 26 October 11


330MWednesday, 26 October 11







440


934MGoogle 844M | Facebook 500M







80%$1.9bn | 44%


© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

电视用了50年建立的观众群，社交媒体仅用了5年“

”Wednesday, 26 October 11


控制© 2010 MediaMind Technologies Inc | All rights reserved













Xbox的力量就在你掌心








© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved



In Car Advertising



In Car Advertising



In Car Advertising





第⼀一个‘游戏化’的HTML5富媒体广告

2011 MOBi 最佳iPad






© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved

2015年15岁以下人群

会有50%使用触屏产品













20153D电视



虚拟现实

© 2010 MediaMind Technologies Inc | All rights reserved





你‘介意’吗？



进化

内容 + 程序 + 广告Wednesday, 26 October 11


猩球崛起


在你的电视上。智能电视。


应用程序。

smart TVWednesday, 26 October 11


消费者重置

手机: 12-18个月笔记本电脑: 3-4年电视机：7-10年

6个月Wednesday, 26 October 11








Online. Mobile. Out of Home.



平均每年每户美国家庭接收到的有线频道 130个



平均每年每户美国家庭观看的有线频道: 18个



的现有频道从未被观看过86%频道浏览已经死亡!



“电视产业…很大程度上损害了这个行业内的创新。改变这⼀一状况的唯⼀一出路就是，从头开始，撕烂这个盒子，重新设计，以消费者想买的方式把产品呈现给他们”

Steve Jobs，全部数字化会议，2010年7月



D-DAY

每个月50英镑的巨大浪费 = 消费者要“掐线”了



5:09平均美国消费者



数字达人平均

3:30网络0:49 | 移动设备 0:20

“线路清理者” vs “线路绝交者”



CNWednesday, 26 October 11




正确的广告正确的时间

TV combined with online's targeting and measurement capabilities.





clicks

品牌营销对阵直复营销为你的$$$而战


90’s


设计师 vs 程序员



当心



的观众统计假定



的观众统计

) ) )$

精确



2010年美国广告投入，单位:10亿美元

0

23

45

68

90

1

3

26

50

70

84

MobileOnline

TV

MobileOnline

TV

x3

x2

x1.2

2010

2015

2010 US Ad Spend in $Bn



2010年美国广告投入，单位:10亿美元

0

23

45

68

90

1

3

26

50

70

84

MobileOnline

TV

MobileOnline

TV

$500bn2010

2015

2010 US Ad Spend in $Bn


0 75 150 225 300

2010

2015

232

257


美国互联网用户(百万)

Watch TV online Watch video online Don’t watch video online

158

195

87

125

网上观看电视｜网上观看视频｜不在网上观看视频

US internet Users (Millions)


0 75 150 225 300

2010

2015

232

257


美国互联网用户(百万)

Watch TV online Watch video online Don’t watch video online

158

195

87

125~50%网上观看电视｜网上观看视频｜不在网上观看视频

US internet Users (Millions)


0

150

300

450

600

2010

2015

370

382


全球广告经济(百万)

Digital Non-Digital

130 196

Global Ad Economy (Millions)/


0

150

300

450

600

2010

2015

370

382


全球广告经济(百万)

Digital Non-Digital

130 1961/3Global Ad Economy (Millions)/



80%的视频点播是通过电视购买者实现的



直播中



线上









演播室


© 2011 MediaMind | A division of DG | All rights reserved

广告主面临众多机遇Lot’s of opportunity for advertisers



在我们充分利用这些机会之前Before we can make the most of this...



我们(数字化领域)还有好多需要搞清楚的东西...we (digital) have lots to sort out



我们(数字化领域)还有好多需要搞清楚的东西...we (digital) have lots to sort out



来认识⼀一下Sally…

跨渠道数字分析



知名零售品牌，涉足数字世界

Search 1 Standard Ads

Big Retail Brand, Dabbles in Digital/




Affiliates

Social

Rich MediaSearch 1

Email

Search 2

Search 3

Standard Ads

In-Stream

Big Retail Brand, Dabbles in Digital/




Affiliates

Social

Rich MediaSearch 1

Email

Search 2

Search 3

Standard Ads

In-Stream

“在所有这些渠道上，我的投资回报率是多少，我的活动绩效又如何?”

Big Retail Brand, Dabbles in Digital/ “What is my ROI, or even my performance, across all these channels?”



Sally遇到了⼀一个小问题



Sally遇到了⼀一个小问题



Sally遇到了⼀一个小问题Sally has a little issue…



现在，Sally有两种可能的选择…

Ad Serving Platforms

手动汇编封闭分隔

的报表 Predefined Reports

Some Assumption

Client Facing Report

Right now, Sally has two possible options…

Manually compile silo’ed reporting



或者也许…


手动汇编cookie层面

的数据和报表 Raw Data



或者也许…


手动汇编cookie层面

的数据和报表 Raw Data

Data Cleansing Process

Statistical Analysis

Client Facing Report

!!? Or maybe...

Manually compile cookie-level data and reporting



她竟然敢这样想…

第三方归因管理公司

!!? And dare she think...

3rd party attribution management company



但是对Sally而言，两个建议都不理想。But neither option is ideal for Sally.



但是对Sally而言，两个建议都不理想。But neither option is ideal for Sally.



假如…

可视化分析工具跨渠道报表

▸ 轻松访问项目数据/

▸ 更快地服务客户/

▸ 提供更有效的项目优化及建议

▸ 更好管理客户的数字营销活动

If only...

▸ Easily access campaign data

▸ Service clients more quickly

▸ Provide more insightful campaign optimisations and recommendations

▸ Better manage clients’ digital activity



MediaMind Analytics Platform魅媒思分析平台/新



轻松监测大量广告项目Affiliates

Social

Rich Media

Search 1

Email

Search 2

Search 3

Standard AdsIn-Stream

Easily Track Huge Variety of Campaigns



项目报告快捷易得Quick and Easy Access to Campaign Reports



单⼀一平台，多重渠道One Platform, Multiple Channels



单⼀一平台，多重渠道One Platform, Multiple Channels



项目报告快捷易得Quick and Easy Access to Campaign Reports



轻松溯源数据，添加上下文Easily Drill Down into Data and Add Context



轻松溯源数据，添加上下文Easily Drill Down into Data and Add Context



快速自定义报告Quickly Customize Reports









即时导出面向客户的报告Export Client Facing Reports Instantly



即时导出面向客户的报告Export Client Facing Reports Instantly


© 2010 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved

接下来会怎样?”“


© 2010 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved

1


www.mediamind.com


917.640.3095

@deandonaldson

[email protected]

@mediamind@dgitnetwork

谢谢!


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Technology

Media Convergence or Collision in China