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The New Must Have Content
- 1. The New Must-Have Content: Online Video Michael Hong Director of Marcomm LG Electronics USA. Internet Retailer 2007
- 2. About LG
- 4. Charles Darwin “ It is not the strongest or the healthiest will survive but it will be the one that can adapt to change”
- 6. Self actualization Love, Belonging & Self Esteem Safety, Security, Survival Social Consciousness Value pursuit; betterment of the larger collective; community action Emotional Connectedness Sense of community; empowerment (Share Photo/video, self publishing) Utility Task focus, Information access 24/7 (Search, shopping, banking) Maslow’s Hierarchy of Needs Maslow’s hierarchy of needs applied to Digital Evolution
- 7. Video… the beginning 1890 1931 1969
- 8. Evolution of Media Technology Internet as Multi Media Platform UCC
- 9. Broadband is driving change 16% of Internet HH 86% of Internet HH 67% of Internet HH
- 11. Broad band Dial-up 2357 Pages 1032 Pages Broad band Dial-up 24.8 Hours Broad band Dial-up 18.2 Days 15.5 Hours 14.3 Days PAGES PER PERSON TIME PER PERSON USAGE DAYS PER PERSON HOME USAGE PER MONTH Broadband Vs. Dial-up Broadband users are active
- 12. US Adults 18-54 w/ Home Broadband Connection % of weekly media time Source: 2006 Forrester NACTAS Benchmark Mail Survey-April 2006 Representation of All US Households: N=60,223 They spend more time on internet
- 13. More people will watch video on internet Internet Video viewing in two years Source: IDC Internet Video Usage 2006 TV viewing in two years
- 14. Web 1.0 Internet is transforming Web 2.0 LIFE MANAGEMENT FULL STORY PERSONAL ENTERTAINMENT SOCIALIZE POST BROADBAND COMMUNICATE TASKS SOUND BITES JUST FOR FUN PRE BROADBAND BEHAVIORS SPEED + “ ALWAYS ON”
- 15. People are transforming 7 Million Residents
- 16. Birth of New Culture & Generation
- 17. 33% Internet users watch online video Internet Video Viewers Q: Have you watched internet video in the past 3 month? N=1,000 Source: IDC Internet Video Usage 2006 Frequency of Viewing Q: How often do you watch internet video N=230
- 23. Adults 18-34 Adults 18-34 - Monthly comScore Video Metrix, August 2006 – initial measurement methodology
- 24. Adults 35-54 Adults 35-54 - Monthly comScore Video Metrix, August 2006 – initial measurement methodology
- 25. Adults 54+ Adults 55+ - Monthly comScore Video Metrix, August 2006 – initial measurement methodology
- 26. Slight composition differences between sites comScore Video Metrix, August 2006 – initial measurement methodology
- 27. YouTube – disproportionate streams by teens 24% were made by 16% of streamers on the site comScore Video Metrix, August 2006 – initial measurement methodology
- 28. 34 Million UU (YouTube) 22% Reach Explosive growth of Gen. C 14th Largest Web Destination
- 29. … and Video content sites
- 40. Surge of Online Video Ad Spending
- 44. Thank You
Hinweis der Redaktion
- Hi. My name is Michael Hong. I am a director of marketing communications for LG Electronics. But before I start, could you please raise your hand if you have heard of LG for the first time through this conference? Thank you.