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Small is the New Big

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Jeremy Abbett
Jeremy Abbett

Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with people. This presentation was given for Germany's Art Directors Club (ADC) "Young Masters Seminar". The audience was relatively new to the digital space and had around 2-4 years of professional experience.

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Small is the New Big Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with consumers people. ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett
“ Brands today cannot be sustained by what in the past has been called advertising… everything a brand does that connects to the consumer is media. Lee Clow TBWA Chiat/Day © Jeremy Abbett
Profound shifts in consumer behavior, technology and media © Jeremy Abbett
Profound shift in consumer behavior © Jeremy Abbett
Baby Boomers vs. Millennials Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett
Defining Values Individual Fixed social groups Pessimists Critical Private Hierarchical Ordered Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett
Defining Values Individual Social Fixed social groups Flexible social groups Pessimists Optimists Critical Accepting Private Sharing Hierarchical Flat Ordered Reject borders Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett via Zeus Jones
© Jeremy Abbett
© Jeremy Abbett
Consumer behaviour is now about active participation and not passive consumption © Jeremy Abbett
Profound shift in technology © Jeremy Abbett
Four Eras of Computing © Jeremy Abbett
Mainframe Era, 1960 © Jeremy Abbett
Personal Computer Era, 1980 © Jeremy Abbett
Mobility Era, 2000 © Jeremy Abbett
Ubiquity Era, 2020+ © Jeremy Abbett
Four Eras of Computing © Jeremy Abbett
Moore’s Law Moore's Law describes an important trend in the history of computer hardware: that the number of transistors that can be inexpensively placed on an integrated circuit is increasing exponentially, doubling approximately every two years. © Jeremy Abbett
As price falls processing power rises © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Depicts 426,000 cell phones, equal to the number of cell phones retired in the US every day. © Jeremy Abbett
Communications technologies historically have had broad appeal for consumers © Jeremy Abbett
© Jeremy Abbett
“ The most human our thing about us is technology. Marshall McLuhan © Jeremy Abbett
As the price-barrier to technology falls so does the barrier to entry. © Jeremy Abbett
Profound shift in media © Jeremy Abbett
© Jeremy Abbett
Top 10 Advertisers in Traditional Media © Jeremy Abbett
The periodical planted the seeds of democracy © Jeremy Abbett
Radio created a celebrity-oriented society © Jeremy Abbett
Television homogenized the culture © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Profound Shift in Media Web Media Radio Television Descending Media Ascending Media Mobile Digital Media OOH Print © Jeremy Abbett
Information is no longer an object that has to be transported © Jeremy Abbett
A fundamental shift in publishing © Jeremy Abbett
A fundamental shift in radio © Jeremy Abbett
A fundamental shift in broadcasting © Jeremy Abbett
“ Technology is away shifting power from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. Rupert Murdoch Wired, July 2006 © Jeremy Abbett
Media is now a triathlon: consume, produce and share © Jeremy Abbett
Profound shifts: 1. Consumer behavior is about active participation 2. The barrier to technology is falling 3. Media is a triathlon: consume, produce and share © Jeremy Abbett
The Rise of Micro © Jeremy Abbett
Profound shift in consumer behavior People want to actively participate © Jeremy Abbett
If someone searches for you on the Web and comes up empty-handed, do you exist? © Jeremy Abbett
Distributed Identity “ Online identity is a distributed construct, with different - elements - professional, personal, different interests, etc. represented in different ways on different platforms. - F. Yakob © Jeremy Abbett
© Jeremy Abbett
jeremy.abbett.net © Jeremy Abbett
www.facebook.com © Jeremy Abbett
www.twitter.com/jeremytai © Jeremy Abbett
www.youtube.com/user/jeremytai © Jeremy Abbett
jeremytai.muxtape.com © Jeremy Abbett
www.barackobama.com © Jeremy Abbett
www.modernista.com © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Profound shift in technology Accessibility is no longer an issue © Jeremy Abbett
Software and Hardware © Jeremy Abbett
www.popurls.com © Jeremy Abbett
pipes.yahoo.com © Jeremy Abbett
maps.google.com © Jeremy Abbett
www.friendfeed.com/jeremytai © Jeremy Abbett
www.proce55ing.net © Jeremy Abbett
BBC Olinda © Jeremy Abbett
CityWall © Jeremy Abbett
I Want You To Want Me © Jeremy Abbett
Profound shift in media Open for everyone © Jeremy Abbett
Brands that choose to do more than banners realize that they are starting a relationship. © Jeremy Abbett
www.twitter.com/comcastcares © Jeremy Abbett
www.twitter.com/southwestair © Jeremy Abbett
www.twitter.com/zappos © Jeremy Abbett
twitter.zappos.com © Jeremy Abbett
live.yahoo.com © Jeremy Abbett
www.qik.com/truthdaredoubledare © Jeremy Abbett
“Interesting things happen along borders - transitions - not in the middle where everything is the same.” Neal Stephenson “Snow Crash” © Jeremy Abbett
Interesting Early Majority Late Majority 34% 34% Early Adopters 13.5% Innovators Laggards 2.5% 16% Time Adoption cycle of products and services. Distribution of different types of people. © Jeremy Abbett
The Rise of Micro 1.People will participate if it’s built-in 2.Developing technology is becoming easier 3.Media creation is a part of our daily lives © Jeremy Abbett
“ The best way to predict the future is to invent it. Dr. Alan Kay Computer Scientist © Jeremy Abbett
1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
1. create content 2. embrace technology © Jeremy Abbett 3. jump fences
Thank You © Jeremy Abbett http://jeremy.abbett.net
Bibliography/Sources You have 30 minutes/day http://friendfeed.com/jeremytai http://www.popurls.com http://marketing.alltop.com/ You have more than 30 minutes/day © Jeremy Abbett
Bibliography/Sources 2. http://www.flickr.com/ 3. http:// 4. http://www.facebook.com/ photos/ www.edwardhann.co.uk/ event.php?eid=11999072270 14565640@N06/1581003185/ images/idp/top.jpg 5. http://www.flickr.com/ 10. http://www.flickr.com/ 11. http://www.flickr.com/ photos/ photos/ photos/jeremytai/1841475339 23065375@N05/2235529346/ aliciaenelpaisdelasmaravillas/ http://thecobrasnake.com/ 2293715229/ © Jeremy Abbett partyphotos/tonedef/ tonedef095.html
Bibliography/Sources 15. http://www.flickr.com/ 13. http://www.flickr.com/ 14. http://www.flickr.com/ photos/kowitz/847992535/ photos/cote/54408562/ photos/puckman/247365323/ 20. http:// 16. http://citywall.org/pages/ 19. http:// www.chrisjordan.com/ about www.applematters.com/article/ current_set2.php how_much_cheaper_is_the_ipod _going_to_get/ © Jeremy Abbett
Bibliography/Sources 25. http:// 26. http://www.flickr.com/ 27. http://www.banksy.co.uk/ www.collectionscanada.gc.ca/ photos/venky7/2157804173/ outdoors/images/landscapes/ innis-mcluhan/index-f.html rats/solittletosay.jpg 36. http://www.flickr.com/ 37. http://www.flickr.com/ 38. http://www.flickr.com/ photos/stewart/461099066/ photos/redjar/114152524/ photos/styrheim/370695350// http://www.flickr.com/photos/ tartanpodcast/150237767/ © Jeremy Abbett
Bibliography/Sources 39. http://www.flickr.com/ 40. http://www.wired.com/ 41. http://www.flickr.com/ photos/creepysleepy/ wired/archive/14.07/ photos/ 2189869670/ murdoch_pr.html 8622063@N04/2111663455/ http://www.flickr.com/photos/ jahlovely/2359408507/ 43. http://toxi.co.uk/blog/ 48. http://www.flickr.com/ 109.. http:// 2007/04/breaking-silence-audi- photos/anyaka/638853314/ www.kyotoprize.org/ tt-new-shoots.htm prizewinners_2004.htm © Jeremy Abbett
Bibliography/Sources 110.. http://www.flickr.com/ 111.. http://www.flickr.com/ 112.. http://www.flickr.com/ photos/malota/350658762/in/ photos/bs/2140429230/ photos/ photostream/ 8622063@N04/2111663455/ ap your precia h ow tio S n Click hereh 114. http:// wklondon.typepad.com/ welcome_to_optimism/ 2006/07/fail_harder.html © Jeremy Abbett

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