NORMJOHNSTONMINDSHARE WORLDWIDE

THE FUTUREOF MEDIA

http://www.mensa.org/

MORE PEOPLE WATCHEDOBAMA’S

INAUGURATION ONLINE THAN ON

TELEVISION

3rd BIGGEST COUNTRY IN THE WORLD

BILLIONDOWNLOADSAND COUNTING3

ON AVERAGE WE PASS

PIECES OFPERSONAL INFO

INTO DATABASES EVERY WEEK

3,254

INTERNETOVERTAKES TV AD SPEND

Paid Earned

Owned

Paid EarnedOwned

VisibilityNike web site

Direct

Syndicate

Engage

NikeTwitter

NikeOnlineShop

NikeYouTube

Page

NikeOfficial

Fan Page

NikePhysical

Store

Share

14

“How and where will consumers engage with, consume and experience media in 2015 and how will marketers and the communications industry need to evolve in order to succeed?”

Fluid (anytime, any place)

Fixed (sometimes, some places)

Consolidated

Fragmented Attention

Access

PORTAL OF ME

TRAD NEW MEDIAMEDIA BUFFET

Fluid (anytime, any place)

Fixed (sometimes, some places)

Consolidated

Fragmented

TONS OF TWITTER

Attention

Access

High media consumption and appetite

Consumers as creators, editors, distributors

SNS primary access point

Long tail worldFragmented Attention

Access

TONS OF TWITTER

Fluid (anytime, any place)

Attention

Access

Consolidated

Consumers trust a few brands to select/ personalize content

Value of personal data understood

Media partners operate across platforms

High DVR, tablet, cloud use

PORTAL OF ME

Fluid (anytime, any place)

Trust in media brands to deliverright content to context

Consumers relatively passive,low interactivity

Entertainment more importantthan connectivity

Linear TV, print do well, tablets don’t

TRAD NEW MEDIA

Attention

Access

Consolidated

Fixed (sometimes, some places)

Quality of content experience valued over continual access

Consumers info/task orientated, not creative

Consumers choose not to share personal data

Consumers negative towards advertising

Attention

Access

Fragmented

Fixed (sometimes, some places)

MEDIA BUFFET – LESS IS MORE

?

SOCIAL

MOBILE

ONLINE VIDEO

DATA