JMSC Round Table: “What’s driving global media innovation?” 30 May 2015

Hong Kong, China

Looking at the last year, there are a few themes that appear to drive innovation globally:

q  Bandwidth & Devices

q  Distribution & Fragmentation

q  Product Metrics

q  Storytelling

q  Advertising & the evolution of marketing

Some Themes

Devices Multiply Mobile Access to the Internet has also expanded through the range of devices with mobile connections:

Smart Phones Tablets

Watches Glasses Drones

Sensors

Mobile Broadband Expands Mobile broadband rapidly more available and at speeds significantly faster than “online” speeds.

q  4G: Applications and services expand globally

q  5G: SK Telecom (Seoul) announced the launch of new “super fast” service in 2015, that will reach over 300 Mbps. Korea, Scandinavia, among other markets have enabled a trial protocol that will be significantly faster than current 4G/LTE and wired broadband. Korea plans to implement the 5G protocol in time for the 2018 Pyeong Chang Winter Olympics

Media Innovations:

6

Distribution and Fragmentation

Manage Fragmentation with Metrics

Manage Fragmentation with Metrics

Manage Fragmentation with Metrics

New Storytelling Models Proliferate

q  Multimedia Models

q  Breaking News Models

q  Photojournalism

q  Audio/Video

q  Infographics

q  Mapping

q  Aggregation/Curation

q  Slides

New Models Result in New Tools

The Old Guard The New Wave

New Tools Incorporated Into SNS

Paid Content Models Small, but Thriving

The New Marketing

q Programmatic buying and ad exchanges: - Commoditizing page views/ad impressions - Creating value in the stream data (metrics) - Pricing real time and competitive Advertising drives online behavior that can be measured and optimized – sales, email sign-ups, mall visits, …

q Brand advertisers become media entrepreneurs - Content Marketing Expands - Video and Viral Campaigns Dominate

Summary q  Types of content grow with the devices supplying/consuming the content

q  Bandwidth makes video (and audio) an increasingly important content choice – in video/audio/photo information retrieval coming soon

q  Fragmentation drives consumption (and revenue) - Discovery not on your site (2005) - Consumption not on your site (2013 …)

q  Metrics required to innovate in platform, content and distribution

q  Audiences will pay for high value content or associated services

q  Marketing changes driving new ad models - Pricing, Branding and Ad Units all change - When you have the audience you can create a marketing offering