MEDIA & TECHNOLOGYWHAT’S AROUND THE CORNER?

THIS IS WHAT’S AROUND THE CORNER

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FOUR TRENDS1. Disaggregation of viewing habits

2. The collapse* of the expectation to pay for content

3. Increased advertising efficiencies

4. History repeating

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FOUR TRENDS1. Disaggregation of viewing habits

2. The collapse* of the expectation to pay for content

3. Increased advertising efficiencies

4. History repeating

GO GET THEM1. VIEWING HABITS

HARDWARE1. DESKTOP

2. DESKTOP + LAPTOP

3. DESKTOP + LAPTOP + SMARTPHONE

4. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD

5. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET

6. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET

7. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV

8. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH

9. DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR

10.DESKTOP + LAPTOP + SMARTPHONE + NOTEPAD + TABLET + PHABLET + SMART TV + SMART WATCH + VR + SMART GLASSES + SMART DRONES + SMART MIRROR + SMART CAR + SMART ROBOTS + SMART STUFF IN GENERAL

SOFTWARE1. BROWSER

2. BROWSER + APPLICATION

3. BROWSER + APPLICATION + FACEBOOK

4. BROWSER + APPLICATION + FACEBOOK + TWITTER

5. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE

6. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE

7. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP

8. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP + SNAPCHAT

9. BROWSER + APPLICATION + FACEBOOK + TWITTER + YOUTUBE + INSTAGRAM + VINE + WHATSAPP + SNAPCHAT + MESSENGER + VIBER + PERISCOPE + SLACK + TINDER

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FOUR TRENDS1. Disaggregation of viewing habits

2. The collapse* of the expectation to pay for content

3. Increased advertising efficiencies

4. History repeating

NO MORE2. PAY FOR CONTENT

“DEN FTANEI POY KONOMATE APO TA CLICKS MOU!!1!”

Unknown (Internet User, Everywhere, Everytime)

2. PAY FOR CONTENT

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FOUR TRENDS1. Disaggregation of viewing habits

2. The collapse* of the expectation to pay for content

3. Increased advertising efficiencies

4. History repeating

#TRUESTORY3. INCREASED ADVERTISING EFFICIENCIES

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FOUR TRENDS1. Disaggregation of viewing habits

2. The collapse* of the expectation to pay for content

3. Increased advertising efficiencies

4. History repeating

THE PAST IS BACK4. HISTORY REPEATING

4. HISTORY REPEATING1. GIFs

2. Emojis 😎

3. Email newsletters

4. Podcasts

5. Chat platforms

SOURCE: ACTIVATE TECH AND MEDIA OUTLOOK 2016

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

“PICK UP WHAT YOU CAN AND RUN”

Imperator Furiosa

“OUR PHONES ARE MORE IMPORTANT FOR OUR JOURNEY THAN ANYTHING, EVEN MORE IMPORTANT THAN FOOD”

Wael (Refugee from Homs, Middle East Online, 19/08/15)

A. SMARTPHONES

CONNECTING

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

KNOCK KNOCKB. PUSH NOTIFICATIONS

“THERE IS A GENERATION WHO IS NOT READING ANYTHING LONGER THAN A NOTIFICATION”

Otto Toth (CTO, Huffington Post, 2015)

B. PUSH NOTIFICATIONS

B. PUSH NOTIFICATIONS1. Glanceable Content

2. Relevant

3. All The News That’s Fit To Send

4. Teams assigned to them

5. Headline writers are the new…

GROWTH (%) IN PUSH NOTIFICATIONSFRANCE

USA

SPAIN

ITALY

0 3.5 7 10.5 14

7

8

13

14

4

5

6

6 2014 2015

SOURCE: REUTERS INSTITUTE DIGITAL NEWS REPORT 2015

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

PRESS PLAYC. VIDEO

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C. VIDEO1. Cheaper

2. Vertical

3. Immersive (VR & 360’)

4. Social

5. Live

6. Mobile

“VIDEO ACCOUNTED FOR AROUND 50% OF MOBILE DATA TRAFFIC IN 2015. BY 2021, ALMOST 70% WILL BE FROM VIDEO”

Ericsson Mobility Report 2015

C. VIDEO

VERTICAL VIDEOHOW TO READ A BROADSHEET

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

PEDAL TO THE METALD. SPEED

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D. SPEED1. Cost on Time & Data

2. Google AMP / Facebook IA

3. Publishers Optimise

4. Ads: Less is Better

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FIVE TENT POLESA. Smartphones

B. Push Notifications

C. Video

D. Speed

E. Ad Blocking

WAR BOYSE. AD BLOCKING

“DO NOT, MY FRIENDS, BECOME ADDICTED TO WATER. IT WILL TAKE HOLD OF YOU AND YOU WILL RESENT ITS ABSENCE.”Immortan Joe

“DO NOT, MY FRIENDS, BECOME ADDICTED TO ADS. THEY WILL TAKE HOLD OF YOU AND YOU WILL RESENT THEIR ABSENCE.”Immortan Joe

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AD-BLOCKING IN EUROPE▸Greece has the highest

▸Slovakia has the lowest

▸35% growth YoY

▸41.4B = Global Cost of Blocking Ads in 2016

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E. AD-BLOCKING‣ Desktop

‣ Mobile

‣ Publisher Pushback

‣ Main Reasons

‣ Misuse of Personal Data

‣ Ad Clutter / Sluggish Device

WHAT CAN WE DO?

WE COULD START AGAIN

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WE COULD START AGAIN1. Back to Storytelling

2. Focus on Engagement

3. Embrace technology (data/analytics)

4. Seek Alternative Sources of Revenue (just in case)

STAVROS DRAKOULARAKOS