Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Media.
"While the landscape of content is rapidly changing, this fast pace opens opportunities for innovation in the way content expands, reaches and captivates audiences.
Key content partnerships are forming to keep up with where audiences are going, while the familiar channels are being constantly invigorated with new means of storytelling.
Publishers are constantly raising the bar on not only how content is delivered, but also how audiences experience content. Things are getting more immersive, and technology is helping to transport audiences beyond mere spectatorship to a more active, sense-heightening participation."
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
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The Near Future of Media
1. UNDERSTAND TODAY. SHAPE TOMORROW. 1
NEW MEDIA
FRONTIERS.
LHBS // THE NEAR FUTURE OF MEDIA NEW MEDIA FRONTIERS
The Near Future of Media
Q3 2015
2. ABOUT.
At LHBS, we are curious about brand opportunities that are at the
crossroads of emerging consumer needs, enabling technology and
market dynamics. What we learn, we like to share. That is why we
have created the Near Futures Series of inspiration and insights
reports designed to highlight what is happening today and how it can
shape tomorrow for brands and business.
Our next issue is on The Near Future of Media.
We hope you enjoy this deck and are able to be inspired by it in your
innovation process.
This report is powered by signs from the LHBS Inspiration-Hub that
systematically tracks changes in culture, markets and technology, and
shows how these signs collectively point to a bigger story.
INTRODUCTION
UNDERSTAND TODAY. SHAPE TOMORROW. 2
Discover Define Develop Deliver
UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS // THE NEAR FUTURE OF MEDIA
3. UNDERSTAND TODAY. SHAPE TOMORROW.
While the landscape of content is rapidly changing, this fast pace
opens opportunities for innovation in the way content expands,
reaches and captivates audiences.
Key content partnerships are forming to keep up with where
audiences are going, while the familiar channels are being
constantly invigorated with new means of storytelling.
Publishers are constantly raising the bar on not only how content
is delivered, but also how audiences experience content. Things
are getting more immersive, and technology is helping to
transport audiences beyond mere spectatorship to a more active,
sense-heightening participation.
Fabiola Lewandowska
Consultant at LHBS
lhbs.com | fl@lhbs.com
INTRODUCTION
3
INTRO
DUCTION.
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4. UNDERSTAND TODAY. SHAPE TOMORROW.
CONTENT.
amplify
EXPERIENCE
evolve
CHANNELS
multiply
POSSIBILITIES
4
CONTENTLHBS // THE NEAR FUTURE OF MEDIA
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EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
evolve
CHANNELS
6. UNDERSTAND TODAY. SHAPE TOMORROW.
This also increases the competition of how to get consumer
attention better and how to keep it longer. Media channels as well
as brands are exploring innovative ways and opportunities for not
only what kind of content is delivered, but also how.
Therefore, there is an increasingly growing opportunity for
companies to capitalize on the front-end of publishing by letting
the audiences explore the content in an ever-changing way.
6
TREND OVERVIEW // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
evolve
CHANNELS
Today, virtually every social media channel is becoming a
publishing platform. As soon as media companies master using
each to its full potential, they start looking for new techniques to
revamp their content and deliver it in a more captivating way.
7. UNDERSTAND TODAY. SHAPE TOMORROW. 7
Soccer Game
Livestreamed via Social
Media
Explore Sign
Univision Deportes and Snapchat have been recently
working together to show highlights of the USA vs.
Mexico game in a completely new way– through the
social media platform Snapchat.
The Live Story is the first time Snapchat has
partnered with a broadcast network to deliver live
events footage to their audiences.
SIGNS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
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Instagram Promotes
Music
Explore Sign
Instagram launched a completely new music-
dedicated account @music where they showcase the
music experience on Instagram on a weekly basis. It’s
a completely new approach coming from this
visually-oriented platform. By doing this, Instagram
re-thinks content in the form it is now, to actually
what it might become.
The account profiles artists who use Instagram and
also highlight music photographers, album cover
illustrators, instrument makers, and also fans,
featuring the music and the story behind it.
Instagram uses @music to bolster a new music-
themed monthly hashtag project. Viewers are also
able to listen to 15-second previews of the songs.
SIGNS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
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Instagram Magazine
Explore Sign
Ballantine's is appealing to the platform's whisky
drinkers with a new Instagram-only “magazine,”
which is another spin of how to make use of this
platform in a different way.
The Ballantine's magazine– called "W"– leverages the
Instagram grid collage so users can scroll down to
read the profile page like it is a print publication or
website. Users who wish to learn more about a
specific feature can tap on the image which will allow
them to delve deeper into the content. The magazine
deploys the grid collage in both portrait and
landscape view, so that readers can enjoy various
infographics, design features, and photos in both
layouts.
SIGNS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
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Livestreaming Enters Twitter
Burberry used Twitter’s possibilities in a new way and
broadcasted its "London in Los Angeles" show via
Periscope. Audiences who followed the Burberry
Periscope account were given an all-access pass to the
show, from the red-carpet arrivals at the venue to a front
row seat during the show.
Twitter Triggered YouTube Livestream
NARS re-defined Twitter for their product launch. With
every Tweet from the audience, parts of the NARS orb
were being chipped away, real-time, by pneumatic
hammers. Users could watch the show on YouTube or
livestream it from NARS homepage. One lucky tweeter
from each region would receive the collection for free.
Customization of YouTube Content
Volkswagen is using YouTube’s potential and all its
functionalities in an innovative way by allowing viewers
to customize the story they are watching in their ad.
There is a button at the bottom that allows– for
example– to interrupt and change the course of the
story.
10
SIGNS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
Explore Sign Explore Sign Explore Sign
11. 40%
60%
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5000+
Source: SJ Insights
brand message exposures a day per person
WHY IT MATTERS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
Daily Ad Exposure
12. 40%
60%
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hours/day
Source: We Are Social
average time actively spent on social media
2.4
WHY IT MATTERS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
Digital, Social, Mobile Study
13. 40%
60%
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Percentage of people that
use social media to stay
current with what's going
on in the world.
Source: Cassandra Report
31%
69%
69%
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Digital Intimacy
14. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 14Source: Yahoo Business
The average consumer mentions
brands 90 times per week with
family, friends and co-workers.
WHY IT MATTERS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
15 Social Media Statistics That Every Business Needs to Know
15. 40%
60%
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No. 1 reason for unfollowing
brands on social media is too
much self-promotional or
uninteresting content.
Source: Hubspot Blog
WHY IT MATTERS // EVOLVE CHANNELSLHBS // THE NEAR FUTURE OF MEDIA
Why people unfollow brands on social media
16. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATION
Existing channels and their
purpose should be re-thought.
Brands should evaluate if they're using their existing channels to a full potential, be creative about how
to expand the digital playground and how to present the content in a new way.
16
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IMPLICATION
Constantly evolving the delivery
solutions will keep the audience
interested.
By making the unsuspecting audiences being continually surprised, consumers will be eager to interact
with a new spin on formats. Brands should make it playful and let the audience dive deeper through
new layers or interactive elements.
19. UNDERSTAND TODAY. SHAPE TOMORROW.
Technology is being used to amplify the effect of what people see
and what they feel. It seems like we are taking the first steps into
this sci-fi reality— wagering on a marketing future where content
will create visceral consumer experiences that raise the sensory
bar higher and higher. It seems that we are moving away from
spectatorship towards physical and emotional participation.
The viewing experiences keep getting richer with using emerging
technologies such as virtual reality, and high-definition cameras.
Through new uses of technology, they are adding extra
dimensions of personalization and consumable perspectives,
while transforming mere viewership into wow moments.
19
TREND OVERVIEW // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
amplify
EXPERIENCE
Media companies are using new techniques to awe their
audiences and amplify their experience through technology and
provocation. This is broadening the horizons of how media is
consumed, while supercharging the senses of viewers.
20. UNDERSTAND TODAY. SHAPE TOMORROW. 20
3D Projection in Sports
Arenas
Explore Sign
Sports brands are wowing their audiences through
Augmented Reality 3D projections in their arenas.
These visually-stunning pre-game presentations
combine live and digital elements, and even engage
fans in attendance for interactive games. This
projection technology opens up a fertile ground for
virtual advertisement and brand-sponsored
entertainment during live events.
SIGNS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
21. UNDERSTAND TODAY. SHAPE TOMORROW. 21
VR-enhanced Sporting
Events
Explore Sign
Virtual reality is changing the way we will view
broadcasted sporting events. The technology is
amplifying and de-limiting the ways in which
spectators can consume these sporting events. The
broadcasting in both 180- and 360- degree viewing
options provides a feeling of being at the course like
no other broadcast can.
After exploring virtual reality at NASCAR events,
NextVR and FOX Sports are now bringing VR
livestreaming to the 2015 U.S. Open golf
tournament.
SIGNS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
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Patrón's Storytelling
Through VR
Explore Sign
Patrón has used a drone equipped with 360-degree
cameras to bring audiences inside its Hacienda,
where their tequila has been handmade since its
origins. With this storytelling capability unlocked by
cutting-edge technology, fans of the brand can see
the world from the perspective of a bee, Patrón's
icon, as it gives a virtual tour of the Hacienda’s agave
fields, distillery and bottling room. Audiences get to
see all the steps that go into the traditional, time-
honored and ancient process of making a bottle of
Patrón.
SIGNS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
23. UNDERSTAND TODAY. SHAPE TOMORROW.
Linking Runners with Health Food
The Nike Food Truck, a pop-up raw food cafe sprung up
alongside the Berlin Women’s Marathon, inviting Nike
Fuel Band users to pay for food with kilometers. The
campaign shows not only that consumers are no longer
passive spectators, but also that experiential is no longer
limited to footfall, but easily connected to digital.
U2 Livestreams with Meerkat
U2 has recently embraced livestreaming by letting its
fans broadcast their concert experiences via Meerkat.
The livestreams were then projected onto a massive on-
stage screen, turning the fan’s personal perspective into
a huge second screen for the whole audience, as well as
broadcasted to U2 fans elsewhere.
Exploration through Soundscapes
The train company Thalys has deployed three interactive
billboards that contain sonic installations with thousands
of soundscapes recorded throughout Europe. The
campaign encourages travel by letting passersby
experience the sounds of another city.
23
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Explore Sign Explore Sign Explore Sign
24. 40%
60%
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By 2018, manufacturers of VR and
augmented-reality hardware—including
smart glasses and headsets—will generate
$1.06 billion in global revenue.
Source: Markets & Markets
WHY IT MATTERS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
AR & VR Market Study
25. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 25
Of the 124,000 VR videos uploaded to
YouTube, 11 percent were uploaded
between November 2014 - January 2015.
Source: Tubular Labs
WHY IT MATTERS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
Virtual Reality on YouTube
26. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 26
71%
Tablet owners that used
their devices as second
screens to enrich their TV
experience at least once a
day.
Source: Nielsen
59%
41%
41%
WHY IT MATTERS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
The Digital Consumer
27. UNDERSTAND TODAY. SHAPE TOMORROW. 27
IMPLICATION
New storytelling techniques
transport audiences into
immersive environments.
Brands should take an advantage of what VR offers for storytelling: a hybrid of mobile, gaming, and
traditional cinematic spectacle and create multi-sensory experiences that go beyond sound and visuals
by making immersive environments that target all the senses.
IMPLICATIONS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
28. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATION
The audiences’ senses are taken
to the next level with enhanced
broadcasts and experiences.
Brands should use this emerging technology to grab attention, or to make a splash and show
audiences an up-close perspective of the content they haven’t seen before. Attaching cameras to
protagonist consumers creates real-time broadcast experiences as well as enhanced formats for
channels like YouTube.
28
IMPLICATIONS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
29. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATION
Best experiences are created at
the convergence of content and
consumer technology.
Embracing livestreaming and other ways in which the perspective of audience members can be
showcased and distributed during events and through content streams. Wearable technologies
can be integrated into events, such as by making the data they collect into a digital currency to give
something to the consumer in return for their loyalty & participation.
29
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31. UNDERSTAND TODAY. SHAPE TOMORROW.
However, we are also seeing a trend of companies opening up
their data pools to other media partners in order to create new
stories with the help of their partners' expertise. As this expertise
can come in the form of journalistic talent, multimedia production,
content distribution, we are seeing these partnerships take shape
in all popular channels.
Brands are also relying on their consumers to tell them what's
best, and many are crowdsourcing ideas to strengthen their brand
stories, drawing in ideas that help them come up with content. In a
similar vein, channels are creating spaces where their main
content producers can hone their skills and produce even better
material.
MULTIPLY POSSIBILITIES
31
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multiply
POSSIBILITIES
We have long known that partnerships between media and
brands can have tremendous benefits. New stories can be
created, reputations strengthened, and new audiences reached.
32. UNDERSTAND TODAY. SHAPE TOMORROW. 32
Platform, Media and
Brand
Explore Sign
Pinterest, Vice and Bank of America collaborated on
a marketing effort for the bank called The Business
of Life. The digital video series is produced by Vice,
sponsored by Bank of America and promoted on
Pinterest.
Pinterest, with its Pinsight Labs, provides insights on
what financial topics might interest Millennials. Vice
then produces a personal finance series to attract
them.
SIGNS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
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Wired and Netflix
Explore Sign
Wired has combined its expertise about digital
culture with the data of Netflix, in order to produce
an interactive feature that details how TV has
changed throughout history.
Conde Nast– Wired's parent company– has
confirmed that the engagement time on the
interactive story was 96% above industry averages
for advertising content, which prominently places
Netflix in the dialogue about innovation in TV and
also giving readers some very engaging and
shareable content.
SIGNS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
34. UNDERSTAND TODAY. SHAPE TOMORROW.
Crowdsourced e-Books
Amazon developed a program for e-books–
KindleScout– and became a content creator through
crowdsourcing. The KindleScout audience votes on the
crowdsourced ideas, and the most voted books get
published by Amazon.
Strengthening Storytelling
GE collaborated with Nat Geo Channel to create a show
dedicated to leading scientists and cutting-edge
innovations– all featured in Hollywood style. GE aims to
showcase the human face of all their breakthroughs and
decided to achieve it through Nat Geo’s competence in
storytelling rather than traditional advertising.
Better Quality Content
YouTube has opened a place where YouTube creators
with more than 5,000 subscribers can work on content,
learn new skills, and network with other creators. By
sharing their knowledge, YouTube helps its clients to
produce better quality content on its platforms and
channels.
34
SIGNS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
Explore Sign Explore Sign Explore Sign
35. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 35
Brand Storytelling Report
People that want brands to
tell good stories.
Source: Headstream
20%
80%
80%
WHY IT MATTERS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
36. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 36
People that can’t
remember a single good
story told by a brand
recently.
Source: Headstream
15%
85%
85%
WHY IT MATTERS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
Brand Storytelling Report
37. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 37
Consumers that prefer
stories from regular
people.
34%
66%
66%
WHY IT MATTERS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
Source: Headstream
Brand Storytelling Report
38. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 38
71%
Individuals that want to
learn about products
through content rather
than through traditional
advertising.
Source: MDG Advertising
30%
70%
70%
WHY IT MATTERS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
Shift to Native Advertising
39. 40%
60%
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 39
Content & Buyer’s Journey
People are constantly adjusting their
expectations towards higher-quality
content, more interactive content, and
content that innately drives engagement.
Source: Demand Metric
WHY IT MATTERS // MULTIPLY POSSIBILITIESLHBS // THE NEAR FUTURE OF MEDIA
40. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATION
Insights reaching the audience
can be gained through teaming
up with other platforms.
A partner gives the brand an additional marketing expertise, understanding and insights on what
topics the target group might be interested in. Teaming up with a platform or brand partner helps also
to grow the reach of the audience and establish a better connection.
40
IMPLICATIONS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
41. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATION
Consumers enjoy being
involved in the content
creation.
By involving the brand’s audience in content creation through crowdsourcing or user generated
content the company will get a better understanding of the target audience and will be able to build
a stronger community. Allowing the users to express themselves helps to gain credibility in the eyes
of the viewers.
41
IMPLICATIONS // AMPLIFY EXPERIENCELHBS // THE NEAR FUTURE OF MEDIA
42. LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW. 42
www.inspiration-hub.com
INSPIRATION-HUB
INSPIRATION
-HUB
Our Inspiration-Hub systematically tracks changes in culture,
markets and technology and how these changes collectively point to
a bigger story that carries implications and inspiration for brands
and business.
LHBS // THE NEAR FUTURE OF TRAVEL
43. UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
LHBS.
Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, Mittelstand and
fast growing startups.
www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 43
LHBS // THE NEAR FUTURE OF TRAVEL
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