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The Race Sideways: Value Transfer to Reaggregators and New Geographic Filters

The Race Sideways: Value Transfer to Reaggregators and New Geographic Filters. Gigi Johnson Lecturer, UCLA Anderson Executive Director, Maremel Institute. “Abundance breaks more things than scarcity.” Clay Shirkey , SXSW 2010. Cc-2.0 johan-larsson / flickr. One Look at Ad-Based Media.

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The Race Sideways: Value Transfer to Reaggregators and New Geographic Filters

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  1. The Race Sideways:Value Transfer to Reaggregators and New Geographic Filters Gigi JohnsonLecturer, UCLA Anderson Executive Director, Maremel Institute

  2. “Abundance breaks more things than scarcity.” Clay Shirkey, SXSW 2010 Cc-2.0 johan-larsson/flickr

  3. One Look at Ad-Based Media

  4. The Race Sideways to New Distribution • Aggregators as Filters • Behavioral and Usage Data “making up the difference” CPM-based challenge: Value of audience vs Cost of content and delivery

  5. Friction: Opposing Forcesto “Smooth” Change • Systems based on Scarcity of Content • Bounded Rationality • Rights Contracts • Lack of Time • Need for Filters • REAL COST & CPM GAP • Abundant digitized content • Search • Plummeting Cost of Creative Tools • Data-Based Advertising • Mobility

  6. Re-Combining Audience, Ads, & Data Pulling value by unleashing geographic market limits

  7. Example #1: US Video on Demand:Forcing Abundance “TV Anywhere” – Brewing battle over “Over the Top” Internet Access to content

  8. Example #2: Video before Ad Market Myth of the $25 CPM: Hulu Vevo/YouTube Veoh Vs. iTunes/iPad Splinternets Source: Universal McCann Wave4 7/09

  9. Example #3: My Abu Dhabi Class • Abundant content (Arabic and English) around country borders: Lebanon, Saudi, US Syndication • Knew Oprah, Disney • Online and Cable Content “filtered” by government • Global Long Tail: Connected and sold their media content all over the world, cross culture • No material ad business for print or Internet yet – nothing to pay for this…yet

  10. Example #4: New Filters --“No Cost” Social Media Growth Source: Universal McCann NextThingNow 4/08

  11. Online Population Growth Surge: Matching Online Ad Geographies? Source: ComScore, 9/09

  12. Specific Challenge for Facebook Economics

  13. Old Social Global Spread: 2007

  14. Global Time Spread: 2009

  15. Social Nets Expanding Audience in Asia Pacific Source: ComScore 8/09

  16. Asia Pacific Growth in Audience Share Source: ComScore, 9/09

  17. Example #5: Language in Aggregation

  18. Gathering of Local(ized) Voices

  19. BRIC: Next 1 Billion Source: Universal McCann Wave4 7/09

  20. Re-Aggregating Attention: Global, Language, and HyperLocal Re-Aggregating Local? Language Aggregation? Cross-Cultural Platforms? Advertising Challenge?

  21. Slow but awkward…and speeding up Cc-2.0 Mr. Thomas/flickr

  22. Gigi L. JohnsonExecutive Director, Maremel Institute Technology transformation in creative, cultural, and knowledge industriesResearch, Advisory, Educational Programs, and Partnerships 1-626-603-2420 phone | 1-626-841-8972 mobile/sms| Skype: maremel5www.maremel.com | gigi@maremel.com | Twitter: @maremel Partner Educational Programs: • UCLA Anderson School of Management • UCLA Herb Alpert School of Music • USC Center for Communication Technology Management • Columbia College, Los Angeles Campus • Universidad de Navarra, Pamplona, MCEG • Higher Colleges of Technology, Abu Dhabi, MCCI

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