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...
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