Emerging Interactive Emerging Interactive Digital Media Digital Media Channels for Audience Channels for Audience Marketing and Marketing and Content DistributionContent DistributionJohn EldridgeJohn [email protected]
http://blogs.msdn.com/http://blogs.msdn.com/JohnOnTheWeb/JohnOnTheWeb/
AgendaAgenda
Mass Media TrendsMass Media TrendsTelevision / Digital MediaTelevision / Digital Media
WebWeb
AdvertizingAdvertizing
Future Outlook forFuture Outlook forContent DistributionContent Distribution
Audience MarketingAudience Marketing
The Consumer is in The Consumer is in ControlControl
The Consumer is in The Consumer is in ControlControl
The new TV RealityThe new TV RealityBefore DVRs, (TV Before DVRs, (TV
Viewing)Viewing)
70% of television 70% of television viewing happens viewing happens during primetime during primetime hours hours
Virtually all television Virtually all television watched "live" watched "live"
Life fits into the Life fits into the network's schedule network's schedule
After DVRsAfter DVRs
Up to 60% of viewing Up to 60% of viewing is time shifted is time shifted
Reality, news and Reality, news and sports are the only sports are the only genres that retain genres that retain much live audience much live audience
70% of commercials 70% of commercials are skipped are skipped
Two-thirds of Two-thirds of television occurs television occurs outside of primetime outside of primetime hours hours
The Internet beats the TV The Internet beats the TV in the Battle for Attentionin the Battle for Attention
Composite Apps
Web 2.0
SOA
ESB
SaaS
RSS
AJAX
REST
Services
Dynamic Languages
ROR
WS-*
Mashups
XMLConsumerisation
RIA
SCA
Social Networks
Monetization
OSSSearch
Contextual
Advertising
Json
BPEL
Tags
User-generated
Idm Wikis
Blogs
Web 2.0Web 2.0“Networked applications that explicitly leverage network effects.”
Principles•Continuous update• Rich and interactive UI• Architecture of participation • Network and devices as a platform• Data consumption and remixing from all sources including user generated data
DriversDriversBusinessBusiness
MonetisationMonetisationAd BasedAd BasedLongtailLongtail
GlobalizationGlobalizationMobile WorkforceMobile WorkforceOutsourcingOutsourcing
Social• Rise of On-Line Spending• Proliferation of Technology• Communication and
collaboration• Social Relationships (trust /
rating)• Power of numbers
Internet is driving consumer power forcing
businesses to think of their online business
presence and competitive impact
Application usage models – both online/offline;
hosted/non hosted are evolving to support a distributed workforce
and business ecosystem
Average Hours of Average Hours of Media Exposure per Day - SingaporeMedia Exposure per Day - Singapore
Source: Synovate Young Asians Nov 2006, 20-24 years
Share of Advertising Expenditure - Share of Advertising Expenditure - SingaporeSingapore
Source: Nielsen Media Research, October 2006 (based on published ratecard); published in AdAsia Dec 06
Software and the Ad Software and the Ad MarketMarketFY05 Online Ad Market =
$17B3
3% of total ad market
FY08 Online Ad Market = $35B4
7% of total ad market
Online
Ads
2008:
$35B
Online Ads$17B
1 At July 2005. Includes internet services. Source: MSFT Corp Dev2 Universal McCann, Dec 20043 Source: IAB, Analyst Consensus4 Consensus analyst projections (avg of CIBC, Morgan Stanley, Piper Jaffray, T. Weisel, Lehman Bros.)
Future Channels for Future Channels for Content Delivery and Content Delivery and Audience MarketingAudience Marketing
Digital Home enabled by Media Digital Home enabled by Media CenterCenter
P2P Broadcasting Networks enabled P2P Broadcasting Networks enabled by Vista, Windows Communication by Vista, Windows Communication Foundation, and Silverlight.Foundation, and Silverlight.
MEDIA CENTER VISIONMEDIA CENTER VISION
Media Center Extender
Media Center Extender
Windows Media Center PC
Windows PC
Media Center Extender
Media Center Extender
Media Center Extender EvolutionMedia Center Extender EvolutionIncrease our reach to living rooms and televisionsIncrease our reach to living rooms and televisions
HD, 3D animated HD, 3D animated experiences on Xbox experiences on Xbox 360 via the home 360 via the home networknetwork
Launched Holiday 2005Launched Holiday 2005
Update for Windows Update for Windows Vista, January 2007Vista, January 2007
Present:Present:Xbox 360Xbox 360
Vista:Vista:HDTVs and other CE HDTVs and other CE
devices devices
HD experiences on networked DTV, DVD, and DMR devices
Arriving 1H 2007
Standard definition experiences throughout the house, via wired and wireless home networks
Available today from Linksys
Past:Past:V1 Media Center V1 Media Center
ExtendersExtenders
P2P Platforms for content P2P Platforms for content DistributionDistribution
Napster -1999 - CentralizedNapster -1999 - Centralized
Gnutella – QOS issuesGnutella – QOS issues
Kazza/Morpheus – Huge impact to the Kazza/Morpheus – Huge impact to the industryindustry
BitTorrent - SwarmingBitTorrent - Swarming
Opportunities for P2P Opportunities for P2P NetworksNetworks
Enormous Organic GrowthEnormous Organic Growth
Removes Barriers to DistributionRemoves Barriers to Distribution
Data Mining potential through Data Mining potential through tracking sitestracking sites
PeerPeer 2 2 Peer Peer Television Television
Alluvium, Babelgum , CoolStreaming, Alluvium, Babelgum , CoolStreaming, Cybersky-TV, Democracy Player, Cybersky-TV, Democracy Player, Feidian, Joost , LiveStation, Feidian, Joost , LiveStation, Octoshape, PeerCast, PPLive, Octoshape, PeerCast, PPLive, PPStream, ReelTime.com, TVants, PPStream, ReelTime.com, TVants, Tvuplayer, Vuze, Zattoo Tvuplayer, Vuze, Zattoo
What does this mean to What does this mean to Singapore BusinessSingapore Business
Content is KING!Content is KING!
Marketing to extended communitiesMarketing to extended communities
Lowers barriers to entry for Lowers barriers to entry for competitioncompetition
Empower frontline employees to Empower frontline employees to affect business decisionsaffect business decisions
RESOURCESRESOURCES• Singapore Developers
http://www.microsoft.com/singapore/msdn/default.mspx
• My Blog My Blog http://blogs.msdn.com/JohnOnTheWeb/http://blogs.msdn.com/JohnOnTheWeb/