looking through a black mirror
Post on 19-Sep-2014
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A second view on content, media and advertising for iPad and tablet devices in general. What is it all about and how can it affect our way of looking at media consumption. Presented at the Digital Marketing seminar for the Marketing Foundation in Belgium.TRANSCRIPT
Looking througha black mirror.
A second view on content, media & advertising.
by @ndecrock and @cvanrhijn
First view on ‘The Tablet’A lean mean mobile machine
November 192007
August2010
3.000.000 Kindles630.000 book titles
The story starts on
Kindle was in 2009 the bestselling product of
Amazon. For the first time the webshop sold more e-books
than paper books.
April2010
August2010
3.500.000 iPads25.000 apps
In it broke through.
3,3 million iPads sold in three monthsNumber of days it took to reach 1 mio units sold
Don’t compare a watch with a time machine.
“iPad user are Selfish, unkind,over-achieving and power-hungry”
DEAR IPAD USER,HAVE YOU LOOKED IN THE MIRROR LATELY ?
Source: Wired, August 2010
Yeah. Yeah.
The tablet is the first lean back, lean forward device.
ReadingWatchingWorkingBrowsingLearningGamingCommunicating
✓✓✓✓✓✓✓
iPad is not used like a desktop PC
Evening iPad reading on a sofaDifferent usage in comparison to smartphones
iPad Consumer Usage Study
0% 10% 20% 30% 40%
31%
26%
24%
12%
7%
iPad preferred method of reading newspapers and magazines
e-Reader Mobile phone Print Laptop/PC iPad
Source: Cooper Murphy Webb, 2010
iPad Consumer Usage Study
0% 12,5% 25% 37,5% 50%
41%
12%
36%
4%
7%
iPad preferred method of reading books
e-Reader Mobile phone Print Laptop/PC iPad
Source: Cooper Murphy Webb, 2010
So, it’s better than a newspaper huh ?
But it’s the apps, stupid.
Source: MobClix index, July 2010
iOS users have the widest choiceNumber of mobile apps available (paid & free), in thousands
27285 130 13 10Nokia BlackBerry
2. A second view on ContentInside Out the Newsroom
always up to date
07:00
24:00
From Morning Paper to News Brand
morning paperinternet
information search
quick scan quick scanquick scanon the move on the move
breaking newsreading momentreading moment backgrounds and analysis
reading moment
iinteractivity
breaking news
reference
news overview
getting up and
breakfast
commute work or school break eveningrelax
work or school
• news overview
• background and analysis
• that day’s debate or
hot topic
• current affairs and
backgrounds
• infographics
• video
• interactivity
paper internet and mobile (internet)
tablets
• alerts
• breaking news
• geolocal info
• archives
• reference
• interactivity
Third Window or 3rd Dimension
Redefining content for different dimensions‣ Adapting to new media ‘consumption’ behaviour‣ Profiled advertising
experienceease of use, always-on connectivity and providing an unique experience
Key Success Elements for reader
richness of the content offer
open platformdifferent platforms of choice
profitable pricing model
a premium price for premium content
control the value chain
for subscriptions and profiled advertising in the future
keep the customer relationship
multi-platform keep you independence and have the opportunity to earn the investments back by leveraging on different platforms
Key Success Elements for publisher
The ‘not invented here syndrome’ is gone. Finally.
3. A second viewon media & advertising.
A second view watching that other lean back medium. TV.
Lean back + lean back = content2
Watch F1 drivers LIVE from the iPad
Formula One 2010 Timing and Track Positioning Application
Interact with exclusive ‘synced’ content
ABC's My Generation Sync
Advertisers will like their glossy ads.
Advertisers like their ads to be exclusive.
Sponsoring is back in business. Free apps thx to advertisers.
Advertisers will like their ads BIG.
Extra large !
Advertisers (and consumers) will like their interactive ads.
30 seconds= user interaction with online ad on iPad
6 x= six times longer than an ad on desktop PC
Introducing:Lean Back Power
live profiling> one2one
opportunities
x
local
Beware of the (r)Evolution in Media Land
> >
global
“iAd will turn the world of mobile advertising upside down"
Rob Master,North American Media Director of Unilever.
One more thing:The Tablet means business.
The first real b2B mobile device
Improve Product Demos • Trade Show Info Capture • More Multimedia Content
1 out of 5US doctors wants
to buy iPad
x
But, no need to rush
It has only begun.
Thanks for looking throughthe black mirror.
@ndecrock and @cvanrhijn