Slides for Digital Marketing Class: Changing Media Landscape

1. Changing Media Landscape
History of Advertising
• Cavewalls
• Newspapers: Subsidize
• Radio
• TV
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

2. Changing Media Landscape
Internet: New Channels (web & mobile)
• Much more data: algorithms
• More customizable
• Direct feedback
• More flexible
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

3. Changing Media Landscape
Internet: New Channels (web & mobile)
• More scalable
• Less obtrusive
• Flexible reach
• Paid, owned and earned options
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

4. Changing Media Landscape
Internet: New Channels (web & mobile)
• Previous channels evolved with growth in
advertising
• Advertising now a fixed percent of GDP
• New channel takes $$s from existing channels
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

5. Changing Media Landscape
Evolving Media Landscape
• Monopolistic businesses; inertia
– Print and digital separate operations
• Advertising $s subsidize media
• Advertising $s are finite
• PR on Social Media is a new Opportunity
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

6. Changing Media Landscape
Evolving Media Landscape
• Internet channel is number 2 in Ad $s
(eclipsed broadcast)
• Print media is biggest victim
• Mobile is an increasing part of digital
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

7. Changing Media Landscape
Evolving Media Landscape
• Channels were specific to content form
• Traditional media companies shift and develop
internet channels
• Print media, broadcast media and pure plays
all go head to head on internet
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

8. Changing Media Landscape
Evolving Media Landscape
• Internet Digital First “pure plays” emerge to
take ad $s:
– Google and search: new category (10% of ad $s)
– Facebook: new category (57% of ad rev. is mobile)
– Buzzfeed: changes how media is produced
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

9. Changing Media Landscape
Evolving Media Landscape
• Costs are fixed: pushes price of content
towards zero
• Integration across media is important
• Hyper personalization vs. serendipity: Echo
Chamber
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

10. Changing Media Landscape
Need to follow the consumer:
• “Consumers redefining decades old
consumption habits” – Bloomberg CEO
• Mobile-First millennials
– Magazine is a broken iPad
• Increasing time spent on mobile device
• Increasing time spent in Native Apps
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

11. Changing Media Landscape
Need to follow the consumer:
• Need to design an App: A habit ?
– Versus Google News ?
• Need a Social Media strategy: Buzzfeed
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

12. Changing Media Landscape
Print Media
• Classified ads shifted to Craigslist
• Loss of subscriber base
• Online ad revenue not as valuable as print ad
revenue (2011: $1 gained is $7 lost)
• Industry revenue dropped 50% in a decade
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

13. Changing Media Landscape
Print Media
• Impact on local paper not as big as Metro
• Need to disrupt, or be disrupted (JCP)
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

14. Changing Media Landscape
Print Media: Reaction
• Phase 1: get web site, content on web
“additive” versus strategic
• Add paywall ?
• Move from Print First to Digital First ?
• Change print schedule, content & editorial
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

15. Changing Media Landscape
Print Media: Reaction
• Use data: Focus on “reader experience”
• Buzzfeed effect (New York Times)
– Journalism
– Discoverability (Clickable, SEO etc)
– Engagement
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

16. Changing Media Landscape
Print Media: Reaction
• Guardian’s Known Strategy
– Membership versus Paywall
• App Strategy (unbundle)
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

17. Changing Media Landscape
Broadcast Media: Reaction (ad $s still decent)
• Add internet channels
• Continued fragmentation
– Cable, satellite
• Consumers shifting devices
• Develop internet / print content
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

18. Changing Media Landscape
Broadcast Media: Reaction (ad $s still decent)
• Linear TV to Internet TV
• Live events versus programming
• Pure Plays:
– Netflix
– Hulu etc.
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

19. Changing Media Landscape
Broadcast Media: Reaction (ad $s still decent)
• Net Neutrality issues:
– Comcast versus Netflix
• Internet Streaming TV
– Apple TV
– Google Chromecast
– Roku
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes