Dr Jeffrey Cole
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Everything Starts With Internet: Analysing Online Behavious And Sharing Insights Into The Future Of Media Engagement
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Dr Jeffrey Cole
- 1. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Surveying the Digital Future: The Impact of the Internet Falling Apart or Coming Together: Media and Advertising in a Digital Era Jeffrey Cole, Ph.D. Director, Center for the Digital Future at USC Annenberg School iMedia September 8, 2009 Hunvalski
- 2. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 We are undertaking the study of the Internet that should have been conducted on television in the late 1940s
- 3. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Countries and Regions in World Internet Project United States Singapore Italy Sweden Japan Great Britain India Iran Australia Bolivia Hong Kong Canada New Zealand Colombia Russia Mainland China* Macao South Korea Germany Hungary Spain Chile Argentina Estonia Portugal Czech Republic Mexico France United Arab Emirates
- 4. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Navigating through the media world: It used to be easy Predictable, Consistent Rules Now, everything is coming apart
- 5. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart Schedules have almost disappeared The Old Way • Newspapers—once a day • Music-12 songs every 18-24 months • TV-On a guide
- 6. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart There are too many choices
- 7. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart The end of the printed newspaper is close at hand Most (not all) magazines not far behind Music almost free
- 8. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart Most of today’s platforms are on life support—global warming changes the rules and the timing
- 9. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart Consumers beginning to abandon subscriptions for traditional media and show little interest in paying for digital content (at least for next five years)
- 10. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is Coming Apart The problem for traditional media advertising is engagement The rules of digital advertising are much more complex than the ads of “big media”
- 11. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Broadband changes everything and rewrites the rules of media (and everything else) Broadband brings together all those things that have been coming apart Television grows in importance.
- 12. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together Social Networks: “The Real Deal” Time Magazine got it wrong!
- 13. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together In a broadband world, “newspapers” and radio can compete like never before. Radio’s intriguing dilemma.
- 14. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together Consolidation like we have never seen before. Some media players become bigger and more successful than ever before (further aggregating consumers). The problem for jazz stations and psychology professors!
- 15. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together There are only three ways to acquire content and only one will prevail in the short term. More options in the future. Brand more important than ever.
- 16. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together Addressability, new metrics and a “reversal of the laws of nature” makes the new (and more complex) rules of advertising worth the effort. With proper counsel and navigation, advertisers enter a new era. Unless privacy laws interfere
- 17. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together Learning curve much steeper than the action curve
- 18. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Everything is coming together Forget Web 3.0, the “next new thing” or the killer-ap, we will be there when we never think about broadband speeds, and can get anything we want, when we want it, wherever we want and set our own schedules and create our own environments.
- 19. The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 CONTACT INFORMATION Web: http:/digitalcenter.org E-mail: cole@digitalcenter.org Phone: (310) 235-4444
Hinweis der Redaktion
- Television is primarily Internet, like PP, affects all aspects of life