1.- Television media buyers and marketers using that media will look for options in 2008 and beyond as they face a number of issues including the writers strike, alternatives to television viewing, and the continued growth of the web.
2. – Newspapers and other printed media outlets will continue to see diminishing business in the printed sector and growth in the online editions. As a point of reference, the real state industry who traditionally has used conventional media, when faced with the current crises saw that total ad spending decreased by 3% while online spending increased 25.8% (Borrel and Associates, 2007 Study).
3. – Time shifting among television viewers will grow along with increased penetration of Digital Video Recording devices (DVR). DVR devices are offered by cable companies, satellite providers and companies like Tivo. Currently one out every five households in the U.S. has a DVR and its share is expected to reach 60 million households by 2011. Dallas, Los Angeles and the San Francisco DMA, top the list for DVR penetration at 26.5%, 25.9% and 23.5% respectively.
4. – The digitization and online conversion found in the general market is also reaching the U.S. Hispanic market. The future of the U.S. Hispanic online segment looks very promising considering the predictions of booming Hispanic purchasing power – surpassing $1 trillion in 2010, or 10.9 percent of total U.S. purchasing power – and the high percentage of U.S. Hispanics that are online. Research by Pew Hispanic Center on 2007 indicates that 78 percent of English-dominant Hispanics and 76 percent of bilingual Hispanics use the Internet.
Another study by Experian Simmons shows that U.S. Hispanic Internet users consume more media and spend more time with technology than the general U.S. population. Additionally, with nearly 80 percent of online Hispanics using broadband, the study concludes there is significant growth potential for online video advertising.
5. – Content creation will also continue to shift from traditional providers to the people. Nokia’s latest study, ‘A Glimpse of the Next Episode’, predicts that within five years a quarter of all entertainment will be created, edited and shared within peer groups rather than coming out of traditional media groups. The study covered 17 countries were audiences asked about their digital behaviors and lifestyles. According to this study, 25% of all content will be created by people like you. However, quality will continue to evolve beyond what you currently see in YouTube and other social networks.
Nokia also looked at four emerging trends that will make entertainment more collaborative and creative as we move towards Circular Entertainment. These trends are listed as, Immersive Living; Geek Culture; G Tech and Localism.
Eight Business Technology Trends to Watch in 2008
Provided by McKinsey & Company
Eight emerging trends are transforming many markets and businesses. Executives should learn to shape the outcome rather than just react to it.
Technology alone is rarely the key to unlocking economic value: companies create real wealth when they combine technology with new ways of doing business. Through our work and research, we have identified eight technology-enabled trends that will help shape businesses and the economy in coming years. These trends fall within three broad areas of business activity: managing relationships, managing capital and assets, and leveraging information in new ways. Read the whole article.
Creative leaders can use a broad spectrum of new, technology-enabled options to craft their strategies. These trends are best seen as emerging patterns that can be applied in a wide variety of businesses. Executives should reflect on which patterns may start to reshape their markets and industries next-and on whether they have opportunities to catalyze change and shape the outcome rather than merely react to it.
What to do?
Based on the above market trends, brands, marketers and agencies will look at innovative ways to communicate brand messages to audiences that are segmented among several media. The mass market delivered by networks is a thing of the past. The new rules of the game call for the use of technology that allows for better measurement as well as integration of several distribution platforms that provide for better targeting.
Luminacion creates organically branded content for distribution on several platforms: television, online, mobile and in-flight entertainment. The content targets bi-lingual and English dominats Hispanics and crosses over into the genereal market. The platform provides you with B2C and B2B reach and the option to build a system that is more effective and efficient. Marketing in the era of the internet is about niche marketing. Contact Luminacion to put your brand center stage in 2008.
Research it. Plan it. Do it
From: a Thousand Paths to wisdom, by David Baird