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© Achilles Media 2011
© Achilles Media 2011
LET’S
          Let’s Break it Down
    BREAK IT
    DOWN




© Achilles Media 2011
© Achilles Media 2011
KEY 2010 GROWTH AREAS (US)
                                          Consumer Electronics (19%)
                                           Computer Hardware (17%)
                                            Books & Magazines (16%)
                                        Flowers, Greetings & Gifts (13%)
                                           Jewellery & Watches (11%)




      Average eCommerce growth per year: 13%                        US stats: comScore
                                                Europe stats: Digital Marketers United
© Achilles Media 2011                             Japan stats: Mastercard Worldwide
By 2015, Brazil, Russia, India, China and Indonesia will have 3 times the
               number of Internet users as Japan and the US combined.
© Achilles Media 2011
GROUP BUYING
          Leading player Groupon saw a 712% jump in
          monthly unique visitors in 2010.*
          After being valued at 1.35 billion in April,
          2010, Google offered to purchase Groupon for
          6 billion in December, 2010.
        Groupon’s success has brought other (much bigger?) players,
        including:




                                                                      *comScore



         How can content creators get into the growing group buy market?
© Achilles Media 2011
SUBSCRIPTION
     TV still matters – $200 billion spent on TV subscriptions (cable & satellite)
     globally in 2010, and is set to grow by another 25% by 2013*

        While online video subscriptions also continue to grow:




             20 Million Subscribers   1 Million Subscribers                                                   600 Million Subscribers
             x $9/month = $2.16B/year

    Subscription model is moving to other sectors, including:

             • Music: Rumoured iTunes subscription service offered to its 500 million + users**
             • News: New York Times to head behind paywall this spring                                                                 *PwC
                                                                                                                                   **Reuters


         •
              2011 field: big inbe a year of widespread experimentation with digital
               Emerging
                  –
                        will 2011
                        Netflix – 20 million subscribers, $596 Q4 2010 revenues
                  –     Hulu – 1 million
             subscription models, but TV isn’t going anywhere anytime soon.
                  –
                  –
                        Amazon – launching subscription-based Netflix competitor
                        New York Times – headed behind paywall this Spring, <$20US/mo
                  –
© Achilles Media 2011   iTunes – subscription-based service rumoured, $10-15US/mo, unlimited music f/ cloud
MICROPAYMENTS

              $10 BILLION                       $1.8 BILLION
          March 2011 investment valuation    Projected revenue for 2011

        Most of this revenue comes from in-game micropayments.

                                                                          *New York Post


                                                          New model for micro-
                                                          retail online.



             Audiences are willing to pay-as-they-go for episodic content,
                  game levels, behind the scenes, extras, etc. How can you
© Achilles Media 2011
                           translate this model to your content?
TABLETS
                        18 MILLION                             83%
                         iPads sold in 2010            of the 2010 Tablet Market


                        50 MILLION TABLETS TO BE SOLD IN 2011
                                                                                             *IDC

                  Among the 50+ iPad competitors, some of the major contenders:




      Samsung Galaxy                   HP Slate 500   Blackberry Playbook      Dell Streak


              The tablet market is big, and it’s only going to get bigger and
                                      more diverse.
© Achilles Media 2011
TABLET CONTENT = Huge opportunity

                            News Corp spent 30 million developing their iPad only
                            subscription-based magazine, The Daily.

                             Hot areas to watch:

                                                     CONTENT
                                  NEWS             AGGREGATION            GAMING

                 VIDEO




             Explosion in tablet adoption will lead to new opportunities for
                            producers and content creators.
© Achilles Media 2011
The smartphone market is now bigger than the PC, and Google’s
     Android is taking a bite out of leaders in the US and Europe.
© Achilles Media 2011                                                *comScore
THE APP MARKET

                         iTunes Store:
                         300,000+ apps           MOST POPULAR APPS
                                                        Games
                                                        Weather
                                                    Maps/Navigation
                                                    Social Networking
                                                      Music |News *
                         Android:
                         30,000+ apps


                                                         *App Development Trends Magazine


         With a growing user base and a relatively small selection of apps,
                  there’s big potential in the Android app market.
© Achilles Media 2011
CONSOLES – Xbox, PS3, get you there.




                        52.1 million      48.1 million           85.3 million

                                       Kinect: Selling 10 million units in just
                                       4 months, the Xbox 360 Kinect is the
                                       fastest-selling consumer electronics
                                       device of all time... for now
                                                                                  *vgchartz



           Physical computing / gestural is emerging as a significant sector.
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
CANADIAN ONLINE ADVERTISING REVENUE




         Canadian online advertising revenue grew to 1.82 billion in 2009,
                    projected to grow to 2.1 billion in 2010.
© Achilles Media 2011                                                 *IAB Canada
CANADIAN MOBILE ADVERTISING REVENUE




             Canadian mobile advertising revenue hit 31.9 million in 2009,
                               169% over 2008 totals.
© Achilles Media 2011                                                   *IAB Canada
BRANDED ENTERTAINMENT
         Spotlight on 3 unique case studies:
                  Easy to Assemble – Brand-financed original web
                  series

                  The Bannen Way – successful brand integration
                  with web/TV series

                  In the Motherhood – Intellectual property
                  ownership and new model


        Branded entertainment is versatile, adapting to different projects
                         and brands in different ways.
© Achilles Media 2011
Online web series created by Illeana Douglas
           and financed by IKEA
         Scored 1.5 million views per month in its second
           season




      Brand-financed projects are finding major viewership online
© Achilles Media 2011
High-values web series by
                                Crackle.com, Sony Pictures
                                Entertainment’s digital arm.

                                Scored product placement deals with
                                brands like Apple, Prada, Jaguar and
                                Rayban.

                                Posted 13 million views online.

                                Moved to DVD and was broadcast as a
                                TV mini-series.



    Digital branded-entertainment projects can develop large audiences
    across multiple platforms.
© Achilles Media 2011
Began as branded web series
                                          financed by Suave Shampoo,
                                          Sprint and MSN

                                          After getting big viewership, the
                                          series was bought by ABC for a TV
                                          version.

                                          For the first time, a brand became
                                          a licensor of intellectual property
                                          to a broadcaster. ABC paid the
                                          brands to use their branded
                                          content.


     Working with producers and content creators, brands are becoming publishers
     and licensors of original content.
© Achilles Media 2011
WHAT’S HAPPENING IN CANADA?

© Achilles Media 2011
nextMEDIA: Making Sense of the Digital Landscape
nextMEDIA: Making Sense of the Digital Landscape
nextMEDIA: Making Sense of the Digital Landscape
Quebecor/Videotron              Rogers/Citytv




                               TELUS



                        Shaw/Canwest
                                                                Bell/CTV




             We’re witnessing an unprecedented consolidation of telecom
                            companies and media outlets.
© Achilles Media 2011
WHAT KINDS OF DIGITAL MEDIA
                        COMPANIES ARE SUCCEEDING IN
                                 CANADA?
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
© Achilles Media 2011
MOBILE
      Tablet and smartphone content – Android market the one to
                                    watch
                              SUBSCRIPTION
      2011 will see new experiments in subscription-based models
                            MICROPAYMENTS
        Audiences are willing to spend as they progress through
         content (episodes, game levels etc.) – how can this shape
                              what you create?
                                THINK BIG
        Think and act internationally and across industry sectors,
        building effective strategic partnerships in key markets and
                                   sectors.


                        Most important trends of 2011.
© Achilles Media 2011
© Achilles Media 2011
 © Achilles Media 2011
© Achilles Media 2011
 © Achilles Media 2011

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nextMEDIA: Making Sense of the Digital Landscape

  • 3. LET’S Let’s Break it Down BREAK IT DOWN © Achilles Media 2011
  • 5. KEY 2010 GROWTH AREAS (US) Consumer Electronics (19%) Computer Hardware (17%) Books & Magazines (16%) Flowers, Greetings & Gifts (13%) Jewellery & Watches (11%) Average eCommerce growth per year: 13% US stats: comScore Europe stats: Digital Marketers United © Achilles Media 2011 Japan stats: Mastercard Worldwide
  • 6. By 2015, Brazil, Russia, India, China and Indonesia will have 3 times the number of Internet users as Japan and the US combined. © Achilles Media 2011
  • 7. GROUP BUYING Leading player Groupon saw a 712% jump in monthly unique visitors in 2010.* After being valued at 1.35 billion in April, 2010, Google offered to purchase Groupon for 6 billion in December, 2010. Groupon’s success has brought other (much bigger?) players, including: *comScore How can content creators get into the growing group buy market? © Achilles Media 2011
  • 8. SUBSCRIPTION TV still matters – $200 billion spent on TV subscriptions (cable & satellite) globally in 2010, and is set to grow by another 25% by 2013* While online video subscriptions also continue to grow: 20 Million Subscribers 1 Million Subscribers 600 Million Subscribers x $9/month = $2.16B/year Subscription model is moving to other sectors, including: • Music: Rumoured iTunes subscription service offered to its 500 million + users** • News: New York Times to head behind paywall this spring *PwC **Reuters • 2011 field: big inbe a year of widespread experimentation with digital Emerging – will 2011 Netflix – 20 million subscribers, $596 Q4 2010 revenues – Hulu – 1 million subscription models, but TV isn’t going anywhere anytime soon. – – Amazon – launching subscription-based Netflix competitor New York Times – headed behind paywall this Spring, <$20US/mo – © Achilles Media 2011 iTunes – subscription-based service rumoured, $10-15US/mo, unlimited music f/ cloud
  • 9. MICROPAYMENTS $10 BILLION $1.8 BILLION March 2011 investment valuation Projected revenue for 2011 Most of this revenue comes from in-game micropayments. *New York Post New model for micro- retail online. Audiences are willing to pay-as-they-go for episodic content, game levels, behind the scenes, extras, etc. How can you © Achilles Media 2011 translate this model to your content?
  • 10. TABLETS 18 MILLION 83% iPads sold in 2010 of the 2010 Tablet Market 50 MILLION TABLETS TO BE SOLD IN 2011 *IDC Among the 50+ iPad competitors, some of the major contenders: Samsung Galaxy HP Slate 500 Blackberry Playbook Dell Streak The tablet market is big, and it’s only going to get bigger and more diverse. © Achilles Media 2011
  • 11. TABLET CONTENT = Huge opportunity News Corp spent 30 million developing their iPad only subscription-based magazine, The Daily. Hot areas to watch: CONTENT NEWS AGGREGATION GAMING VIDEO Explosion in tablet adoption will lead to new opportunities for producers and content creators. © Achilles Media 2011
  • 12. The smartphone market is now bigger than the PC, and Google’s Android is taking a bite out of leaders in the US and Europe. © Achilles Media 2011 *comScore
  • 13. THE APP MARKET iTunes Store: 300,000+ apps MOST POPULAR APPS Games Weather Maps/Navigation Social Networking Music |News * Android: 30,000+ apps *App Development Trends Magazine With a growing user base and a relatively small selection of apps, there’s big potential in the Android app market. © Achilles Media 2011
  • 14. CONSOLES – Xbox, PS3, get you there. 52.1 million 48.1 million 85.3 million Kinect: Selling 10 million units in just 4 months, the Xbox 360 Kinect is the fastest-selling consumer electronics device of all time... for now *vgchartz Physical computing / gestural is emerging as a significant sector. © Achilles Media 2011
  • 17. CANADIAN ONLINE ADVERTISING REVENUE Canadian online advertising revenue grew to 1.82 billion in 2009, projected to grow to 2.1 billion in 2010. © Achilles Media 2011 *IAB Canada
  • 18. CANADIAN MOBILE ADVERTISING REVENUE Canadian mobile advertising revenue hit 31.9 million in 2009, 169% over 2008 totals. © Achilles Media 2011 *IAB Canada
  • 19. BRANDED ENTERTAINMENT Spotlight on 3 unique case studies:  Easy to Assemble – Brand-financed original web series  The Bannen Way – successful brand integration with web/TV series  In the Motherhood – Intellectual property ownership and new model Branded entertainment is versatile, adapting to different projects and brands in different ways. © Achilles Media 2011
  • 20. Online web series created by Illeana Douglas and financed by IKEA Scored 1.5 million views per month in its second season Brand-financed projects are finding major viewership online © Achilles Media 2011
  • 21. High-values web series by Crackle.com, Sony Pictures Entertainment’s digital arm. Scored product placement deals with brands like Apple, Prada, Jaguar and Rayban. Posted 13 million views online. Moved to DVD and was broadcast as a TV mini-series. Digital branded-entertainment projects can develop large audiences across multiple platforms. © Achilles Media 2011
  • 22. Began as branded web series financed by Suave Shampoo, Sprint and MSN After getting big viewership, the series was bought by ABC for a TV version. For the first time, a brand became a licensor of intellectual property to a broadcaster. ABC paid the brands to use their branded content. Working with producers and content creators, brands are becoming publishers and licensors of original content. © Achilles Media 2011
  • 23. WHAT’S HAPPENING IN CANADA? © Achilles Media 2011
  • 27. Quebecor/Videotron Rogers/Citytv TELUS Shaw/Canwest Bell/CTV We’re witnessing an unprecedented consolidation of telecom companies and media outlets. © Achilles Media 2011
  • 28. WHAT KINDS OF DIGITAL MEDIA COMPANIES ARE SUCCEEDING IN CANADA? © Achilles Media 2011
  • 36. MOBILE Tablet and smartphone content – Android market the one to watch SUBSCRIPTION 2011 will see new experiments in subscription-based models MICROPAYMENTS Audiences are willing to spend as they progress through content (episodes, game levels etc.) – how can this shape what you create? THINK BIG Think and act internationally and across industry sectors, building effective strategic partnerships in key markets and sectors. Most important trends of 2011. © Achilles Media 2011
  • 37. © Achilles Media 2011 © Achilles Media 2011
  • 38. © Achilles Media 2011 © Achilles Media 2011