Dr Jeffrey Cole
19
The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Surveying the Digital Future: The Impact of the Internet Falling Apart or Coming Together: Media and Advertising in a Digital Era Jeffrey Cole, Ph.D. Director, Center for the Digital Future at USC Annenberg School iMedia September 8, 2009 Hunvalski
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Everything Starts With Internet: Analysing Online Behavious And Sharing Insights Into The Future Of Media Engagement
Transcript of Dr Jeffrey Cole
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Surveying the Digital Future:
The Impact of the Internet
Falling Apart or Coming Together:Media and Advertising in a Digital Era
Jeffrey Cole, Ph.D.Director, Center for the Digital Future
at USC Annenberg School
iMediaSeptember 8, 2009
Hunvalski
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
We are undertaking the study of the Internet that
should have been conducted on television in the late
1940s
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Countries and Regions in World Internet ProjectUnited StatesSingaporeItalySwedenJapanGreat BritainIndiaIranAustraliaBoliviaHong KongCanadaNew ZealandColombiaRussia
Mainland China*MacaoSouth KoreaGermanyHungarySpainChileArgentinaEstoniaPortugalCzech RepublicMexicoFranceUnited Arab Emirates
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Navigating through the media world:
It used to be easyPredictable, Consistent Rules
Now, everything is coming apart
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
Schedules have almost disappeared
The Old Way
• Newspapers—once a day
• Music-12 songs every 18-24 months
• TV-On a guide
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
There are too many choices
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
The end of the printed newspaper is close at hand
Most (not all) magazines not far behind
Music almost free
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
Most of today’s platforms are on life support—global warming changes the rules and the
timing
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
Consumers beginning to abandon subscriptions for
traditional media and show little interest in paying for digital
content (at least for next five years)
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is Coming Apart
The problem for traditional media advertising is engagement
The rules of digital advertising are much more complex than the ads
of “big media”
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Broadband changes everything and rewrites the rules of media (and
everything else)
Broadband brings together all those things that have been coming apart
Television grows in importance.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
Social Networks: “The Real Deal”
Time Magazine got it wrong!
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
In a broadband world, “newspapers” and radio can compete like never before.
Radio’s intriguing dilemma.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
Consolidation like we have never seen before. Some media players become bigger and more successful than ever
before (further aggregating consumers).
The problem for jazz stations and psychology professors!
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
There are only three ways to acquire content and only one will prevail in the short term. More options in the
future.
Brand more important than ever.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
Addressability, new metrics and a “reversal of the laws of nature” makes the new (and more complex) rules of
advertising worth the effort. With proper counsel and navigation, advertisers
enter a new era.
Unless privacy laws interfere
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
Learning curve much steeper than the action
curve
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything is coming together
Forget Web 3.0, the “next new thing” or the killer-ap, we will be there when we never think about broadband speeds,
and can get anything we want, when we want it, wherever we want and set our
own schedules and create our own environments.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
CONTACT INFORMATION
Web: http:/digitalcenter.org
E-mail: [email protected]
Phone: (310) 235-4444
