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Looking at media convergence from a Chinese perspective and highlighting the impacts that will effect television as it crashes with digital transparency and social media...
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© 2011 MediaMind. A division of DG
传统媒介与新兴科技的碰撞
#ded2011@deandonaldson© 2011 MediaMind. A division of DG
融合 还是 冲突传统媒介与新兴科技的碰撞融合 还是 冲突融合 还是 冲突
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Click to edit Master text styles
Living in a Ubiquitous World
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Click to edit Master text styles
Living in a Ubiquitous World
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
instant >>
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© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
66Wednesday, 26 October 11
© 2008 Eyeblaster. All rights reserved
“ 電視與電腦的區別愈來愈模糊, 我們可以從電腦下載電視節目,並且在任何時間都可以觀賞,也就是說兩者是可以互相轉換的”
Charlie Ponsonby, Simplify Digital on why higher speedswould drive changes in the way people use the web.
Tv Internet Blur
© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
buildingbrand
1: 5Wednesday, 26 October 11
• 420MM internet users• 227MM mobile internet users• Critical market for global brands
• Q1 2011New data center operationalSina tracking accredited
© 2011 MediaMind. A division of DG
China Investment
China
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
$264m2015 年 全球移动电视
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
#ded2011@mediamind© 2011 MediaMind. A division of DG
Social Commerce TV
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
J a k a r t a
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
按摩?
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
30Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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3?个屏幕
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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5 年10 年
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
time shift place shift
只是又⼀一个显示屏
3:4 到16:9的屏幕比例曲面到平面尺寸翻倍从盒状到平板制式
卫星有线 vs 本地频道数量环绕音质数码录音
暂停 & 倒退VHS-‐DVD-‐蓝光数字播放高清
10
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG© 2011 MediaMind. A division of DG
电视是⼀一部地理。⼀一处地方。⼀一种功能。
它不仅仅是⼀一个在房间角落的盒子。
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
£1.19bn
Wednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
$100M
Wednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
154,000
76,000T H E A T R E O F D R E A M S
Wednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
366k
330M63,000Wednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
330MWednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
330MWednesday, 26 October 11
© 2010 Eyeblaster. All rights reserved
330MWednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
440
© 2010 MediaMind Technologies Inc. | All rights reserved
934MGoogle 844M | Facebook 500M
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
80%$1.9bn | 44%
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
电视用了50年建立的观众群,社交媒体仅用了5年“
”Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
控制© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Xbox的力量 就在你掌心
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
In Car Advertising
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
In Car Advertising
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
In Car Advertising
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
第⼀一个‘游戏化’的HTML5富媒体广告
2011 MOBi 最佳iPad
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved
2015年15岁以下人群
会有50%使用触屏产品
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
20153D电视
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© 2010 MediaMind Technologies Inc. | All rights reserved
虚拟现实
© 2010 MediaMind Technologies Inc | All rights reserved
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
你‘介意’吗?
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
进化
内容 + 程序 + 广告Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
猩球崛起
Wednesday, 26 October 11
在你的电视上。智能电视。
© 2011 MediaMind. A division of DG
应用程序。
smart TVWednesday, 26 October 11
© 2011 MediaMind. A division of DG
消费者重置
手机: 12-18个月 笔记本电脑: 3-4年电视机:7-10年
6个月Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
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© 2011 MediaMind. A division of DG
Online. Mobile. Out of Home.
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© 2011 MediaMind. A division of DG© 2011 MediaMind. A division of DG
平均每年每户美国家庭接收到的有线频道 130个
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG© 2011 MediaMind. A division of DG
平均每年每户美国家庭观看的有线频道: 18个
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG© 2011 MediaMind. A division of DG
的现有频道从未被观看过86%频道浏览已经死亡!
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
“电视产业…很大程度上损害了这个行业内的创新。改变这⼀一状况的唯⼀一出路就是,从头开始,撕烂这个盒子,重新设计,以消费者想买的方式把产品呈现给他们”
Steve Jobs,全部数字化会议,2010年7月
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
D-DAY
每个月50英镑的巨大浪费 = 消费者要“掐线”了
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
5:09平均美国消费者
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
数字达人 平均
3:30网络0:49 | 移动设备 0:20
“线路清理者” vs “线路绝交者”
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
CNWednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
正确的广告 正确的时间
TV combined with online's targeting and measurement capabilities.
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© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
clicks
品牌营销 对阵 直复营销 为你的$$$而战
Wednesday, 26 October 11
90’s
© 2011 MediaMind. A division of DG
设计师 vs 程序员
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© 2011 MediaMind. A division of DG
当心
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© 2011 MediaMind. A division of DG
的观众统计假定
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
的观众统计
) ) )$
精确
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
2010年美国 广告投入,单位:10亿美元
0
23
45
68
90
1
3
26
50
70
84
MobileOnline
TV
MobileOnline
TV
x3
x2
x1.2
2010
2015
2010 US Ad Spend in $Bn
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
2010年美国 广告投入,单位:10亿美元
0
23
45
68
90
1
3
26
50
70
84
MobileOnline
TV
MobileOnline
TV
$500bn2010
2015
2010 US Ad Spend in $Bn
Wednesday, 26 October 11
0 75 150 225 300
2010
2015
232
257
© 2011 MediaMind. A division of DG
美国互联网用户(百万)
Watch TV online Watch video online Don’t watch video online
158
195
87
125
网上观看电视 | 网上观看视频 | 不在网上观看视频
US internet Users (Millions)
Wednesday, 26 October 11
0 75 150 225 300
2010
2015
232
257
© 2011 MediaMind. A division of DG
美国互联网用户(百万)
Watch TV online Watch video online Don’t watch video online
158
195
87
125~50%网上观看电视 | 网上观看视频 | 不在网上观看视频
US internet Users (Millions)
Wednesday, 26 October 11
0
150
300
450
600
2010
2015
370
382
© 2011 MediaMind. A division of DG
全球广告经济(百万)
Digital Non-Digital
130 196
Global Ad Economy (Millions)/
Wednesday, 26 October 11
0
150
300
450
600
2010
2015
370
382
© 2011 MediaMind. A division of DG
全球广告经济(百万)
Digital Non-Digital
130 1961/3Global Ad Economy (Millions)/
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
80%的视频点播是通过电视购买者实现的
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
直播中
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© 2011 MediaMind. A division of DG
线上
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© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
Wednesday, 26 October 11
© 2011 MediaMind. A division of DG
演播室
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
广告主面临众多机遇Lot’s of opportunity for advertisers
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
在我们充分利用这些机会之前Before we can make the most of this...
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
我们(数字化领域)还有好多需要搞清楚的东西...we (digital) have lots to sort out
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
我们(数字化领域)还有好多需要搞清楚的东西...we (digital) have lots to sort out
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
来认识⼀一下Sally…
跨渠道数字分析
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
知名零售品牌,涉足数字世界
Search 1 Standard Ads
Big Retail Brand, Dabbles in Digital/
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
知名零售品牌,涉足数字世界
Affiliates
Social
Rich MediaSearch 1
Search 2
Search 3
Standard Ads
In-Stream
Big Retail Brand, Dabbles in Digital/
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
知名零售品牌,涉足数字世界
Affiliates
Social
Rich MediaSearch 1
Search 2
Search 3
Standard Ads
In-Stream
“在所有这些渠道上,我的投资回报率是多少,我的活动绩效又如何?”
Big Retail Brand, Dabbles in Digital/ “What is my ROI, or even my performance, across all these channels?”
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
Sally遇到了⼀一个小问题
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
Sally遇到了⼀一个小问题
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
Sally遇到了⼀一个小问题Sally has a little issue…
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
现在,Sally有两种可能的选择…
Ad Serving Platforms
手动汇编封闭分隔
的报表 Predefined Reports
Some Assumption
Client Facing Report
Right now, Sally has two possible options…
Manually compile silo’ed reporting
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
或者也许…
Ad Serving Platforms
手动汇编cookie层面
的数据和报表 Raw Data
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
或者也许…
Ad Serving Platforms
手动汇编cookie层面
的数据和报表 Raw Data
Data Cleansing Process
Statistical Analysis
Client Facing Report
!!? Or maybe...
Manually compile cookie-level data and reporting
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
她竟然敢这样想…
第三方归因管理公司
!!? And dare she think...
3rd party attribution management company
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
但是对Sally而言,两个建议都不理想。But neither option is ideal for Sally.
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
但是对Sally而言,两个建议都不理想。But neither option is ideal for Sally.
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
假如…
可视化分析工具 跨渠道报表
▸ 轻松访问项目数据/
▸ 更快地服务客户/
▸ 提供更有效的项目优化及建议
▸ 更好管理客户的数字营销活动
If only...
▸ Easily access campaign data
▸ Service clients more quickly
▸ Provide more insightful campaign optimisations and recommendations
▸ Better manage clients’ digital activity
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
MediaMind Analytics Platform魅媒思分析平台/新
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
轻松监测大量广告项目Affiliates
Social
Rich Media
Search 1
Search 2
Search 3
Standard AdsIn-Stream
Easily Track Huge Variety of Campaigns
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
项目报告 快捷易得Quick and Easy Access to Campaign Reports
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
单⼀一平台,多重渠道One Platform, Multiple Channels
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
单⼀一平台,多重渠道One Platform, Multiple Channels
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
项目报告 快捷易得Quick and Easy Access to Campaign Reports
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
轻松溯源数据,添加上下文Easily Drill Down into Data and Add Context
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
轻松溯源数据,添加上下文Easily Drill Down into Data and Add Context
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
快速自定义报告Quickly Customize Reports
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
快速自定义报告Quickly Customize Reports
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
快速自定义报告Quickly Customize Reports
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
即时导出面向客户的报告Export Client Facing Reports Instantly
Wednesday, 26 October 11
© 2011 MediaMind | A division of DG | All rights reserved
即时导出面向客户的报告Export Client Facing Reports Instantly
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
接下来会怎样?”“
Wednesday, 26 October 11
© 2010 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
1
Wednesday, 26 October 11
www.mediamind.com
© 2011 MediaMind. A division of DG
917.640.3095
@deandonaldson
@mediamind@dgitnetwork
谢谢!
Wednesday, 26 October 11