(Media hours consumed per week)
This comes as no surprise as we see more & more devices providing online access...from computers & smart phones to gaming consoles & television sets, all now functioning at a multi-level. Another key driver of this is the proliferation of content available online, not just from traditional publishers but also from user generated content (such as social networking, blogs and user generated entertainment with the likes of YouTube).
There are currently:
- 250+ million websites
- 130+ million blogs
- 30+ million photos a year uploaded onto Facebook
- 1+ billion videos served on YouTube every day.
This is resulting in deeper & richer content and more engaged relationships with niche audience interests, as a consequent, brand and media owners are having to re-think their advertising models. Marketers are going to have to be extremely nimble over the coming years to keep up with digital developments and adapt to the new realities of advertising.
Change is the only real constant.
Traditional mass media formats are by no means out of touch. These media audiences continue to be invaluable to support mass products & services, to maintain brand health & awareness levels. Since the launch of the new digital TV channels 18 months ago we have gone from 4 free TV commercial channels to 15. These new channels are enabling marketers to achieve a more cost effective way to reach more niche audiences.
Traditional media publishers are also extending into the digital space & are notably some of the most popular content providers (news sites and catch up TV for example). This online presence is enabling advertisers to engage & interact with consumers and potentially increase their traditional platform audience. But be aware of the emergence & importance of Social Media & how it can play a role on brand health. 80% of all tweets are branded (i.e. a brand is mentioned). We should not try to control this territory, but rather guide overall sentiment through positive interaction with the consumer.
There are 2 questions that this all leads to as we look to the future:
- How do we measure online media audiences more effectively?
- And how will this impact the way online space is monetized?
One thing is for sure, we'll see a revolution over the next few years as marketers, broadcasters & publishers work at providing extra value for consumers in the digital space and aim to become truly responsive to the demands of digital media users.
