The Future of Media

Please note the video has been removed from this presentation

“For tomorrow belongs to the people who prepare for it today”

African Proverb

In 2010…. 20 4MB/s homes are capable of In 2010…. 20 4MB/s homes are capable of receiving the entire internet in 1995 receiving the entire internet in 1995

Video viewing is now embedded within the media landscape

Which means we can watch video online

Source: Television in Transition accenture (survey of 1000 demographically representative adults across 8 countries

There’s been a Social Media explosion

Mobile is the greatest source of new social connections

Within two years, Social will be a mobile medium

2Q06 4Q06 2Q07 4Q07 2Q08 4Q08 2Q09 4Q09 2Q10

30,000

25,000

20,000

15,000

10,000

5,000

0

Mon

thly

Pag

e Vi

ews

(Min

) Mobile Page ViewsDesktop Page Views

Note: Mixi is one of Japan’s leading social networking sites on PC and mobile with 22MM registered users as of 10/31/10. It monetizes mobile usage via sales of avatars, customized homepages and other premium services. Source: Company reports, Morgan Stanley Research

Mixi’s Monthly Page Views - CQ2:06 – CQ3:10

Brand Experience in Beer

Source: ZenithOptimedia Touchpoints - Technology category 2011

Technology Norms – Paid Owned Earned

user controlled contentNot just user generated content but

“Any time, any place,anywhere”

Content Producers & DistributorsContent Distributors Source: Google Finance

These new media players will define the future

Driving a shift to personalised effectiveness model

New value systemOld value system

Customised content

Personal data

Clicks

Customers

Effectiveness

ScheduledMass access

Reach

Audience

Efficiency

AlwaysOn

We’ve been optimising Direct CommunicationSpotsInsertionsMailoutsImpressions

ClicksCallsCouponsSurveys

EmailRegistrationsTelephone numbersAddress

ConversionsSales

Optimisation

Performance Marketing model is characterised by constant observation and optimisation

Fan PagesGroupsBlogsForum posts

Q&A Respond to postsComments

Buzz volumeBuzz sentimentInfluencer volumeSearch trends

REAL-TIME

ViralMash ups / parodiesUploads

Networked media model is characterised by constant listening and engagement

The future will see us optimising indirect communications

The aim is to understand the effect of indirect on direct and vice versa on one dashboard

Live ROI

Live ROI enables us to look at performance marketing and networked media measures to allow us to make real time optimisation decisions

Integrate your data into one Dashboard

Location based marketing has arrived

• Location based marketing: messaging customers when entering a targeted geo-fence

Location specific message

Proximity marketing – in a nutshell• 02 media harnesses the mobile numbers from customers

who have opted in to receive updates on offers from retail and entertainment partners

• There are currently 1.9m users registered in the UK, which has grown by 50% in the past few months

• Geo targeting allows these offers to be sent directly to users mobile handsets when they are within a specified distance from a retail outlet

• Offers are limited to 1 per week to ensure customers are not over whelmed

• It is also possible to target the age, gender and interest

L’Oreal reaching customers at the right time and place

• Zenith married O2, L’Oreal and retail partner Superdrug

• Offers have been sent out every 2 weeks since October, with the trial ending in April ‘11

Schedule of activity

O2ZenithOptimedia UK

Report our successes in real-time

Identify inactive bloggers and contact them through social outreach

Future budget set by measuring the sentiment around band pre-sales

The Future of Media