DIGITAL EVOLUTION

GREGOR ROHRIG - NEW MEDIA SPECIALIST - Avusa

EVOLUTION OF TECHNOLOGY

IMMOBILE MOBILE

LOCAL GLOBAL GLOCAL

ANALOGUE DIGITAL

EVOLUTION OF TECHNOLOGY

MOBILE

MOBILE WILL REVOLUTIONIZE THEWAY WE GATHER AND INTERACT

WITH INFORMATION

EVOLUTION OF DIGITAL CONTENT

MOBILITY

ACCESSIBILITY

IMMEDIATE UPDATES

SCANNING - NOT READING

INTERACTIVE / MULIT-MEDIA

VIRAL CONTENT

CONTENT SHARING

CROSS REFERENCING WITH PRINT

CONSUMPTION HABITS

EVOLVED TECHALLOWS:

instant gratification

transparency

user generated content

mobile:musicvideotext

social networking

individuality

sense of community

interactivity

EXAMPLES

user generated content individualityinstant gratificationmobile: video

#2 Global Site

social networkingsense of communitytransparencymobile: text

#6 Global Site

Facebook Monthy Visits YouTube Monthly Visits

compete.com (2008)

114.4%

71.6%

YouTube

Facebookyearly

growth

compete.com (2008)

THESE SERVICES / TECHNOLOGIES HAVE RE-DEFINED

CONSUMER HABITS

BECAUSE I HAVE NEW OPTIONS...

WE’RE TALKING ABOUT MULTI-MEDIA / RICH-MEDIA

CONSUMPTION

RICH MEDIA IS SYNONYMOUS FORINTERACTIVE MULTI-MEDIA

CONSUMERS ARE EXPECTING SAME LEVELSOF EXPERIENCE FROM THE

MAINSTREAM MEDIA:

ESPECIALLY WITH THE GROWTHOF ONLINE AND MOBILE IN SA

MyADSL.co.za (2007)

SA BROADBAND GROWTH

2005 2006 2007 2008 2009

Network Speeds Cost of DataNew Services Adoption

MOBILE INFRASTRUCTURE TRENDS

THE MAINSTREAM MEDIA IS ADOPTINGMANY OF THESE CHANGES:

BY ADDING RICH-MEDIA ASPECTSTO THE PRODUCT

2006 2007

The Bivings Group (2007)

Features of America’s Top 100 newspapers sites

INTERNATIONAL MULTIMEDIA TRENDS

CONTENT HAS BEEN ADAPTED TO THE CHANGES IN TECHNOLOGY AND

CONSUMPTION HABITS

THIS MEANS:

ADVERTISING MODELS NEED TO ADAPT TOTHOSE TECHNOLOGIES AND CONTENT

CHANGES TO FALL IN PLACEWITH THE CONSUMPTION BEHAVIOUR

CREATIVE

VIRAL

CONTEXTUAL

HYPER LOCAL / TARGETED ADS

FOCUS ON RICH MEDIA / INTERACTIVITY

CROSS-PLATFORM STRATEGY: PRINT & ONLINE

EXAMPLES

CONTEXTUAL VIDEO ADS: PLEASE FOCUS ON THE ADS!

VIRAL - CONTEXTUAL ADVERTING - INTERACTIVE - MOBILE

RICH MEDIA EXAMPLE:MERCEDE-BENZ ONLNE MAGAZINE

DYNAMC - INTERACTIVE - EXCELLENT AD PLATFORM - MOBILE

...to look at online for possibilities and inspiration...

...and integrate creative ideas into both:

online AND print!

Let’s not solely focus on online and sideline print advertising...

...the trick is to incorporate the two...

THANK YOU & QUESTIONS

rohrigg@avusa.co.za