SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 – 2016 Inspiring original thinking through a deeper understanding of cultural trends.
The omnipresence of screens has
given new challenges in the way
we consume and interact with the
world. It is changing our perceptions,
mindsets and the focal points to
attract consumers, defining a
new era in the culture of media.
3 INTRODUCTION Our digital lives have now been influenced and transformed not only by the simple use
of mobile screens as a medium but also by the holistic continuity of our interactions
6 TECHNOLOGICAL TRUTHS and engagement with those screens. We fluctuate between multiple devices in order to
do different daily activities and at the same time we live surrounded by screens – from
8 MULTISCREENING smartphones, tablets, TVs, laptops and PCs to digital displays and billboards in the street.
10 STREAMING
12 PERSONALISATION According to Mindreader study, 91% of the global population with internet access has
14 IMMERSION a daily media interaction on some kind of screen. This is a reflection of our digital lives,
16 IMMEDIACY immersed in different activities – from the consumption of products to the access of
18 SHARING information, entertainment and socialising platforms. We are not only limited to one
20 DISRUPTION screen, we are flowing across different devices that can be accessed anytime and
from anywhere.
22 POINTS OF VIEW
We now live in a world in which TV is not the only screen, the majority of our media
38 SCREEN MEDIA consumption takes place on multiple screens with access to limitless video. The world
is moving rapidly towards ubiquitous connectivity which will further change how and
40 TV & VIDEO where we associate, share information and consume media.
48 CINEMA
52 SOCIAL Social networks and open platforms have transformed the culture of media. The
56 GAMING explosion of content generated by people have completely changed and democratised
60 PUBLISHERS the media scene. Media owners and content providers (accustomed to be the only
64 OOH media referents who decided what and when audiences should consume) not only are
68 AUDIO now being powerfully influenced by the audience's opinions and choices, they’re now
facing them as their new competitors as media producers.
72 SCOUT REPORTS
Expectations as to how media technology will evolve in the future have been sought
76 AFRICA after like never before. In this adaptive world, content, ideas, devices and technologies
80 MIDDLE EAST are changing and being used in different ways to how they were intended in their
84 ASIA PACIFIC original creation. Media is heading into a futuristic territory, always exploring and
98 EUROPE pushing the limits.
114 LATIN AMERICA
122 NORTH AMERICA
132 METHODOLOGY
3
GAMING IS PUSHING
CUTTING-EDGE THE BOUNDARIES AND
EXPERIMENTING WITH
NEW TECHNOLOGIES
TECHNOLOGIES AND IDEAS
ARE FUELLING
VR and e-sport championships are some
of the new technological experiences
that are already shaping the future
SCREEN MEDIA
of gaming.
▼
CREATIVITY
AND INNOVATION OOH IS
INCORPORATING
DIGITAL AND
PHYSICAL
INTERACTIVE
EXPERIENCES
Billboards and posters are no longer
static, they are now ‘living’ devices.
People are able to interact and play
with screens in public spaces changing
the dynamic of OOH.
▲
TV AS WE KNOW IT IS THE FUTURE OF DIGITAL MAGAZINES
CHANGING FOREVER THE CINEMATIC AND NEWSPAPERS ARE
TV programmes and video content EXPERIENCE IS NOW A CONTINUOUS
can now be accessed anytime and INTERACTIVE AND STREAM OF CONTENT
from anywhere. HYPER REAL With the use of video and interactive
Big screens are incorporating VR and technologies, digital content from
cutting-edge technologies to enhance publishers is being updated all the time,
the experience. multiplied, redistributed and shared. ▼
⊳ ▲
SOCIAL IS PERMEATING RADIO AND AUDIO
INTO EVERY ASPECT CONTENT ARE
OF OUR LIVES, EVEN ADAPTING TO NEW
CONTENT PLATFORMS TO BE
The way we share media and communicate ALWAYS ON
with others is influencing TV networks With more screen devices in consumers’
and content providers – it is generating lives, audio streaming and internet radio
a new way to access media. are adapting to new multiscreen and
mobile platforms – from wearables to
connected cars – to provide content
on the go.
⊲ ▲
4 CULTURE VULTURE / 07 / SCREEN SUPREMACY 5
We have identified seven trends in
screen culture that influence and
affect the way we consume content
and use media technology.
Technological Multiscreening
Streaming
Personalisation
Truths
Immersion
Immediacy
Sharing
Disruption
7
MULTISCREENING
Not long ago, TV and cinema were
the only media screens in our lives. 60%
of the global digital population
Today, a variety of screens are tend to use different media
devices simultaneously – i.e. TV,
embedded in our environment and PC/laptop, tablet, smartphone, etc.
they have become ubiquitous with
a greater demand of mobility.
People are rapidly changing the way they use technology to be connected to the world
around them. They are using multiple devices and platforms throughout their day to
41%
use at the same time other devices
access content sequentially and simultaneously, related and unrelated. With more for activities related to the live
choices than ever before, they are expecting to access all of their media content from event they are watching on TV.
all of the devices, at all times.
From all the online adult
Multiscreening creates immersive and relevant moments that are very likely to be population globally who use a
connected to the context. Even though laptop and desktop computers are still the second screen when they watch
primary internet device for most, mobile devices are widely used worldwide and the a live event on TV, 76% use a
activity and the location someone is in will have more impact on their online behaviour smartphone for activities related
– from looking for extra content while watching a TV show to finding out information to the live event at the same time,
about a product through a multiple device consumer journey. 56% a laptop/desktop computer
and 43% a tablet.
Media content providers and broadcasters are implementing the cloud and with
the evolution of the omniplatform environment, storytelling can be splashed across While they watch a live event on
multiple screens simultaneously. To succeed in this fragmented media environment TV, 41% communicate with other
the key is to evolve fast and embrace flexible, future-proof technology that engages people (i.e. texting), 39% search
the audience with seamless, personalised and intuitive user experiences across for information related to the
multiple screens. When creating media content, we need to make sure that it is event, 38% visit the internet site
optimised for all technologies – tailoring the applications to each screen – and of the event, and 36% follow
focus not only on the device but on the way consumers are using the internet. updates on social media.
Mindreader – Wave 7
Two-thirds of smartphone owners
use their phones to learn more
about something they saw in a
TV commercial.
Google Survey – 2015
60%
of consumers feel they are
constantly looking at a screen
these days.
Ipsos Global Trends Survey 2014
(16,000 consumers from
20 countries)
8 CULTURE VULTURE / 07 / SCREEN SUPREMACY
STREAMING
Sparked by YouTube a decade Usage of streaming media
services over the next years is
ago, streaming platforms are now set to absolutely explode – a third
of a billion people will be using
beginning to position themselves as streaming video platforms by 2019.
the dominant force in the next era Juniper Research – 2015
of video content and entertainment.
Streaming video platforms such as Netflix and Amazon Prime are thriving and moving
at a rapid pace – today its ubiquity is spreading across the globe and it will only
continue to grow.
52%
use a streaming TV/video service
The increasing number of compelling content that can be accessed anytime and from (i.e. Netflix, Amazon Instant Video,
any device is giving audiences more content choices – immediacy, interactivity and etc.) and 49% are streaming from
the social media aspects play a key part. However, with streaming comes piracy music platforms (i.e. Spotify).
practices. The nature of piracy is shifting significantly from downloading and file-
sharing to video streaming. With broadband services, people can access big movie Online streaming activities per
files and even stream them online via popular pirate sites – i.e. Popcorn Time's new week are significant across the
app reached 1.1 million downloads. world – 50% stream full length
video (i.e. TV programmes/films,
The slow decline of traditional TV and the easy access to content from a variety of etc.) and 43% stream live TV via
streaming devices will only continue to grow, whilst allowing people to ‘cut the cord’. the internet.
This change is increasingly impacting on pay-TV, viewers seemingly prefer to watch
shows from major networks via a streaming solution, which may suggest that this is the Mindreader – Wave 7
beginning of a paradigm shift where viewers will eventually switch to a streaming source.
“”
We achieved several major milestones in Q1,
surpassing 40 million members in the US, 20 million
internationally and 60 million in total. Our original
series, documentaries and comedy specials are being
enthusiastically received, and member engagement is
at an all-time high. Members streamed 10 billion hours
in Q1, more evidence that consumers around the world
are embracing the internet TV revolution.
Reed Hastings, CEO – David Wells, CFO
Netflix – Annual Report 2015
11
PERSONALISATION
It is increasingly critical for content By 2017, 89% of marketing leaders
expect customer experience to be
providers to innovate in terms of their primary basis for competitive
differentiation.
customer experience to keep an Gartner Research – Agenda
audience engaged. Overview for Customer
Experience – 2015
Consumer’s desire for content is growing and the demand for more personalised
products and a unique experience in real time when they interact with the site is 50% of the global digital
an important part of a successful multiscreen strategy. It’s an attractive option for population is happy to receive
media content providers to target advertisements more accurately and differentiate deals and offers from nearby
themselves from their competitors. retailers or restaurants on their
phone when they are out. 58%
Personalisation can be created by using recommendation algorithms, personal taste would like to have the option to
profiles and content filtering. Many content providers are working across multiple personalise products/services
devices to transfer preferences, such as bookmarks, social media links and other when they shop. 55% prefer
favourite content. It involves serving curated TV content that suits users’ own personal unique rather than mass
taste. It can substantially improve the experience for the audience as it allows them to produced goods.
move seamlessly between devices while still having access to their customised content.
Mindreader – Wave 7
Observation and analysis of network activity across the range of the multi-device
77%
delivery infrastructure provides valuable information to ensure a consistent
personalised experience. It provides operators with the opportunity to increase
subscriber loyalty, generate new revenue streams and reduce costs. Consumers
want a consistent and personalised experience throughout their devices, and service
providers will have to deliver it to stay ahead of the game. With all of the competitive
and growing capabilities, personalisation is one of the key features that will set some of marketers believe real-time
providers above others. content personalisation is crucial.
Real-Time Marketing Insights
Study, Five Keys To Success
For Marketers, Adobe
78%
of companies agreed that they
would be trying to differentiate
through customer experience
in the year ahead.
Econsultancy, Quarterly Digital
Intelligence Briefing: 2015
Digital Trends
12 CULTURE VULTURE / 07 / SCREEN SUPREMACY
IMMERSION
In 2017, the virtual reality software The world of media screen is
revenue is predicted to reach
around US$2.57 billion and by pushing the boundaries and is
2018 there will be 171 million VR
users worldwide. experimenting with cutting-edge
Statista 2015 (KZero) technologies and ideas to surprise
Hardware retail revenue from
VR headsets sales will exceed
and engage audiences.
US$4 billion by 2020. From interactive screens to VR and holographic augmented technologies, the
expectation to make media content consumption an extraordinary experience is
The Rise of Virtual Reality driving creativity and innovation. Tech companies are leading the market with virtual
– Juniper Research 2015 reality content experiences – i.e. Samsung, Oculus, Sony, Microsoft and Google all have
their own VR content stores.
32%
of the global digital population
Consumer's relationship with media content is becoming more meaningful and
captivating. They are surrendered to more emotional, impactful, dynamic and exciting
experiences at all levels, transforming the way we learn, share, play and communicate.
The growth of interactive and digital content – from live entertainment and video
gaming to journalism and 4D cinema – is challenging the way in which providers and
own/use wearable technologies broadcasters are attracting spectators. They have to quickly adapt and engage with
(i.e. smart headsets, smartwatches, new immersive formats using hardware, software and accessories designed to energise
etc.) and 37% own/use Blu-Ray and empower the experience, such as blending the real world with VR or even high-
DVD players. definition holograms.
Mindreader – Wave 7 Technology is radically transforming the media industry and is offering opportunities
to discover immersive entertainment and create great content and stories to get
involved with. Multimedia applications and devices are making media consumption
a thrilling experience and now TV, cinemas, games and entertainment platforms are
becoming more versatile with new and sophisticated immersive technologies.
15
IMMEDIACY
Thanks to mobile technologies Companies need to respond
quickly. Nearly 70% of customers
and the possibility to choose from who were “extremely satisfied”
with a customer service interaction
an almost limitless library of on on Twitter received responses in
less than one hour.
demand digital content, today we Twitter – Customer Service 2015
can watch exactly what we want
and when we want it.
Media snacking and mobile access to information have become deeply embedded in
our lives, offering immediacy and allowing consumers to act on an impulse. People
are experiencing these ‘impatient moments’ of immediate access of information and
58%
want to be able to access content
entertainment anywhere and anytime, changing our habits in the way we consume (i.e. TV programmes, films, etc.)
media – for instance, primetime entertainment has now become all-the-time wherever they go and 41% prefer
consumption. to browse headlines than read
detailed information.
The rapid emergence of the always-connected consumer has created new demands
on content providers to address this shift in behaviour. It raises expectations regarding Mindreader – Wave 7
the speed in which they need to respond as consumers expect instant access and
50%
interactions. Immediacy reflects the growing consumer empowerment, with personal
control over infinitely enriched and simplified consumption choices. When consumers
look for information or want to discover new things, they often switch on a device for
help. Content providers want to deliver the right content in the relevant context. The big
challenge is to find effective ways to gather, manage and learn from the audience data.
of app users found push
Social media has conditioned and empowered consumers to get immediate feedback. notifications to be helpful,
The increase of customer service via social media is fueling customers’ immediate and 48% prefer a notification
response expectations. Big data and smart applications are becoming essential to on a special offer based on
faster response and optimising when and how to communicate with consumers. The their preferences.
delivery of consumer expectations of immediacy requires a combination of several
factors, in particular when it comes to real-time efforts. It is crucial to identify the Localytics – 2015
significant moments and engage instantly with the audience.
16 CULTURE VULTURE / 07 / SCREEN SUPREMACY
SHARING
A new digital revolution is gaining
momentum with social networks
95%
of online public conversations
and is changing the way we about TV happen on Twitter.
40% of Tweets during peak
consume media. viewing time are about TV.
Instead of passively sitting and watching television, people are starting to use their Twitter Advertising (@TwitterAds)
smartphones, laptops and tablets to express and exchange views on their programme
53%
of choice via Twitter, Facebook and other social networking channels. As a result, big
live event TV shows such as the World Cup, Super Bowl, the Oscars and even political
debates are drawing more viewers and creating more buzz than ever before.
Generally, people like to share their experiences to feel part of a community, but
with so many media channels, content providers and the ability to record or save of the global online population
content, they rarely have the chance to enjoy this form of entertainment together or like to share when they see or
collectively. The rise of social networking is bringing people together in a new way. hear something interesting
It has increased the capacity to instantly communicate with others while watching about a brand.
a programme online, allowing friends to chat casually and watch TV together, even if
separated by vast distances. Monthly social sharing behaviour
worldwide: 45% upload audio/
Sites are inundated with buttons to facilitate sharing content and information on video; 43% maintain or publish
Facebook, Twitter, Reddit, Tumblr and other social sites. Similarly, many content own blog/webpage; 60% post
providers also have their own accounts on social network sites to post their content comments, reviews or ratings;
and get ‘likes’ and followers. It seems to be a cliché that any content provider needs 57% upload photos to photo sharing
to get social as our twenty-first-century world is making this interactive and virtual sites/social networks (i.e. Flickr,
social experience an increasing scenario. The new technology allows us to watch and Instagram, Facebook, etc).
share content anytime and from anywhere but ‘live’ experiences are still important,
with people talking about these live events on social media, generating a cultural Mindreader – Wave 7
discussion and creating an engagement between the audiences whose ‘fear of
missing out’ (FOMO) is becoming more critical.
“”
370 years of video are now watched every day
on Twitter and 90% of that viewing happens
on mobile devices.
Fred Graver, Twitter’s creative lead for global TV
Video is exploding. What we see on Facebook today
is that there are over 4bn video views every day,
and 75% of them are on mobile.
Nicola Mendelsohn, VP Facebook EMEA
19DISRUPTION
One of the extraordinary aspects
of the digital technologies is its 68%
of the online global population
flexibility and adaptability to new try to keep up with developments
in technology.
content formats for different
Mindreader – Wave 7
platforms and devices.
The challenge is how creative and innovative we can be using these cutting-edge tools
we have at our fingertips. How do we build and engage audiences around films, TV and
digital media content in general. Today, it is not enough to have ‘interactive’ and ‘new
media’ skills in order to maximise the potential across platforms.
59%
cited 'speed' as a benefit of using
Customers are getting smarter and the competition is getting brighter and tougher. data in making marketing decisions,
The most successful brands and media producers have a special trait in common: they after accuracy, cited by 67%.
are good at finding ultra-innovative ways to communicate, produce and implement
ideas – they are the pioneers of ‘the next big thing’. All media and content providers Teradata – 2015 Global Data-
are competing for the attention of the consumer’s reduced attention span. There is a Driven Marketing Survey
necessity to differentiate and innovate in order to attract attention through the noise.
96%
An emotional connection, relevance and a ‘wow’ factor are minimal requisites to make
any media content stand out from the masses.
There are some seriously talented people out there, disrupting and inventing new
and alternative concepts with the latest in digital development – from grassroots
movements and independent entrepreneurs to the big and famous established media of all marketers in B2C business
scene. For instance, Twitter Moments is reinventing newspapers bringing users a admit they are dealing with
magazine-style view filled with images, videos, comments and stories curated by an significant changes.
editorial team, and with contributions from media partners. Every day, somebody
80%
somewhere is creating something new and exciting. The future depends on our
industry's ability to innovate, and staying up to date is vital to anticipate disruption.
of marketers in disruptive
companies say their company’s
strategic plan is easy to apply
to everyday questions.
Econsultancy survey of 250
marketers from Fortune 500
brands (via cmo.com)
20 CULTURE VULTURE / 07 / SCREEN SUPREMACYA screen culture view from the media
industry experts.
Points of View
23Innovative formats for Seamless transition
instant engagement across devices
ANDREW TENZER It’s hard to imagine a world before smartphones and tablets, yet this was very much MARTIN GREENBANK We expect not to see a dramatic change in the next five years, but a gradual creep towards
a reality just ten years ago. The past decade has witnessed a dramatic and rapid increased connectivity and viewing across different screens. This trend is set to blur the
Senior Research evolution in the technology landscape. Today there are 2.6 billion smartphone owners Head of Advertising, lines around the way viewers access to long form, short form and user-generated content
Manager globally and this figure is predicted to reach 6.1 billion by 2020 – that’s an incredible Research and video, through a seamless transition between different devices. Furthermore, in an era
70% of the world’s population using smartphones in five years’ time. Development of greater audience understanding, the variety of screen media is increasingly providing
BBC Global News Ltd better attunement to the viewers’ routines, lifestyles and need states through the use of
These figures point to just how central these devices are becoming to our daily lives Channel 4 different connected screens (i.e. TV, social media videos and digital outdoor video screens).
both in how we communicate and the manner in which we consume content. In fact, Consumer Insights
the surge in smartphone usage is having a lasting and profound impact on human Nevertheless, screens continue to be a way of keeping in touch with others. Whilst the TV
behaviour – the need for instant gratification. By having the world at our fingertips, set acts as a central point in the home for collective viewing and a lean back entertainer
our expectations have fundamentally changed and demand for immediacy is now and informer, the mobile or smaller screens supplement specific need states for either
seeping into every aspect of our lives. As internet speeds increase on a global level, staying in touch (social and mobile web) or indulgent moments where more selective
our very understanding of the word ‘instant’ will begin to change – we will become content can be viewed. Despite the changes in the media landscape, we expect TV viewing
more impatient. Consequently, the relationship between brands and consumers has to remain stable, in line with a recent study by Thinkbox (2015) reflecting that TV (including
been redefined and will continue to evolve as connectivity increases. broadcaster VoD, live and playback TV) accounts for 81% of the total video viewing in the
UK, still upholding mass appeal among consumers and advertisers alike. We are confident
IMMEDIACY, RELEVANCE AND ENGAGEMENT the future beyond the next five years will continue holding great opportunities for different
For brands such as BBC News where speed of reporting is absolutely critical, the new screen media with content potentially set to be shown through IP technologies as well as
media environment we’re now operating in can seem a bit daunting. However, far from VR headsets showcasing different outputs depending on the viewers’ taste and needs.
being daunted, we should all embrace the opportunity this need for immediacy has
presented content creators. In fact, there are many great examples of how the industry WHO IS TAKING THE TV CONTROL?
has capitalised on this new trend. Some retailers are now offering same day delivery Screen connectivity still depends on the spread of reliable fast broadband to all areas and
services, there are apps which negate the need to wait in-line for a cinema ticket or across different demographics, both in the UK as well as Worldwide, influencing the
taxi; films and TV programmes can be streamed in a matter of seconds. accessibility to the wide range of digital and VoD content available online. Unsurprisingly,
we see some differences in the way people consume screen media often dependent on
We are also operating in an environment where it’s becoming increasingly difficult their age, life stage or the makeup of their households. With extensive evidence showing
to keep consumers attention for long periods of time. Whilst TV News channels will that the platforms through which content is delivered are ever evolving, we see some
continue to play a vital role in providing in-depth understanding and analysis of global bifurcation amongst the younger and older screen viewers, with adults expanding their
news events, news is increasingly becoming personal, portable and on-demand. With viewing on to larger screens – including Ultra HD or 4K – whilst young adults seem to be
audiences being at the heart of everything we do at the BBC, the need for immediacy outspreading their use of mobile devices. For example, the younger groups (16 to 24 years
gives us the ability to increasingly change the way we provide content to our consumers. old) usually tend to have less control over the main TV in their home if living with their
parents or if they are in a house share, leading them to viewing content via other devices.
Our consumers are very engaged, they check the news constantly and they can do so They are also more likely to consume media across a range of screens, and often at the
wherever they are. This means we need to think a little bit differently in how we reach same time. Yet, in our research we’ve seen that once people move into their own homes
them and in what format. It’s simply not about demographics anymore, it’s about the they then gain control over the main TV, becoming more likely to view content via the
device. Mobile users seek relevance (the right stories, at the right time of day) and bigger screen.
reward (content that’s engaging and fulfilling). Consumers don’t just want to read the
news, they also want to see it. With video becoming increasingly important to telling WINNING VIEWERS WITH SMART TV AND VOD
the story, getting this right for mobile is absolutely critical to meeting audience needs. The increase in connectivity and availability of screens has helped develop and guide
C4’s data strategy, with All 4 now available on 26 platforms, reaching viewers in a
In order to capitalise on these emerging behaviours, over the coming months the BBC variety of different ways and offering the opportunity to track viewing behaviour
will be introducing exciting new content formats to further enhance the emotional across devices to improve the products we deliver. Whilst 10 years ago we may have
depth of its news content. expected as much as 50% of our viewing to happen through non TV platforms, it turns
out that old style broadcast TV in the home will, in all likelihood, still account for well
over 90% of the total time spent with viewing C4 channels in five years’ time. In fact,
our research shows that the growth of smart TV ownership along with more seamless
VoD access across different set-top boxes is increasing VoD viewing via the TV set,
bringing viewers back to the bigger screen when they watch their shows on-demand.
PREMIUM PLATFORMS FOR A GREAT VOD EXPEREINCE
It is also worth mentioning how viewers are engaging differently with online video via
their screens nowadays. Our latest VoD study ‘Not all VoD is the same’ highlights that
whilst there is a wealth of online video available to viewers, not all platforms provide
the same quality viewing experience. In fact, the results revealed that the environment
where the content sits is crucial to how the content is perceived and how much
attention is paid to it. Broadcaster VoD, such as All 4, came out as a more premium
platform for viewing content, retaining greater attention than the likes of other online
video providers, particularly those with a more cluttered and distracting interface.
24 CULTURE VULTURE / 07 / SCREEN SUPREMACY 25The future of media is Human curation to enhance
through personalisation the music experience
JARROD DICKER Brands and media companies must get on a very personal level to evolve in the media PETE BEENEY The mobile device has made every moment an entertainment opportunity. From
space. This personalisation should exist across all devices, will be executed through waiting in the queue at the post office, to a post-work jog, every moment can now
Head of Ad Product various technologies and will be integral in the way media companies and brands Global Agency Lead be filled with an entertaining video, a compelling article, or sound tracked with your
and Technology communicate with their consumers. favourite song.
Spotify
The Washington Post Because consumers will not be restricted by devices and screen media, brands and This omnipresent need for entertainment has become the new normal. It takes only a
media companies should not be either. Cross-platform publishing and extension across cursory glance in an office reception or on your daily commute to see first-hand how
devices are integral in terms of delivering media to the right users, where they’re immersed we have become in our mobile devices. With this immersion has come an
consuming it at any given time. increased expectation of the depth and breadth of media available to us, whenever
and wherever we may desire it.
EMBRACING A MOBILE-FIRST APPROACH IS ESSENTIAL
Millennials and Gen X use mobile devices most, so it is an obvious indicator of where Servicing such demand is the cornerstone of the access economy, but making media
we’re going. Experiences need to be built understanding the behaviour of consumers accessible is not the only challenge. In the case of Spotify, bringing almost the entirety
on these smartphones, whether that’s news, in-app purchases, micro payments or of the world’s recorded music to the consumer proved to be only the first step in the
gaming. How consumers engage with smartphones will pave the way to the larger evolution of the product. Purely providing access to such a store of recorded works
technologies that emerge. gives the music listener the ultimate freedom to consume, curate and discover, but it
also poses a challenge. The challenge is that of choice paralysis.
IMMERSIVE JOURNALSIM AND STORYTELLING
When it comes to personalised storytelling, Virtual Reality and Augmented Reality are Early iterations of Spotify were designed to be a store of music, access to which was
the new tools. Taking a user where they’ve never been or are unlikely to go would lead cross device and instantaneous. While this proved an undoubted paradigm shift,
the way for experiential journalism and storytelling. The Washington Post leveraged popularising access to music over physical ownership of it, the product put decision
virtual reality to take humans to Mars. For brands, they need to take the same making pressure on the user. With a catalogue of well in excess of 20 million songs
experiential approach when creating stories for consumers around brand, available to choose from, where do you start?
product and perspective. But how?
PERSONALISATION VS CHOICE PARALYSIS
Brands have a story to tell, and access to a variety of information and specialised The challenge of choice paralysis faces not only Spotify, but also all other players
areas. Whether it’s a CPG company providing an inside look into factories and farms, in the streaming media space. Where access was once enough, the consumer
or a global sports brand giving a sneak peek inside a college football locker room expectation has advanced, and now the demand is now for the right song, on the
before a bowl game, experiential technologies will help brands unlock access for right device, at the right moment.
users to new, personalised experiences, and brands should start doing it now.
We have evolved our platform to service this demand in a number of ways. Firstly, we
THE EVOLUTION OF THE MESSAGE sate it through increased investment in human curation. Spotify has an ever growing
With these emerging technologies will come the evolution of ‘the message’ – the way team of content specialists, spread across our markets, who analyse the behavioural
to communicate and make things personal to each individual user based on their data on the platform and use the resulting insights to create an expansive library of
interests. This will be accomplished not only by leveraging data and communication playlists. These are created for genres, activities, as well as moods, and allow the user
channels but also by making messaging human and personal again. In order to a quick way to enhance any experience through music, at the touch of a button.
connect with the consumer, companies must deliver that one-to-one experience
and lead the way to the next frontier in creating valuable experiences. More recently, however, we have been advancing our efforts to personalise Spotify.
The most effective illustration of this is the Discover Weekly feature. Every Monday
morning, Spotify is able to deliver unique, completely personalised new music
playlists, specific to each one of our 100 million active users, tailored to their particular
tastes and preferences. We aim to consistently delight our users with a playlist of their
new favourite songs, week in, week out.
Our unparalleled wealth of music behavioural data gives us everything we need to
understand our users, and to ensure our service is constantly refined and evolved to
match their ever changing tastes, preferences and moods. Now that the access model
for media consumption has been proven and the market entrants grow, we believe that
effective personalisation will prove the strongest differentiator.
26 CULTURE VULTURE / 07 / SCREEN SUPREMACY 27The future of screen media Why mobile gets a great
is happening now reception in Asia Pacific
MICHAEL AGNEW It’s easy to predict some of the big changes in screen media in the next five years as AMY KEAN In Asia we laugh in the face of slow-burning trends. In most markets we just
they’re already happening: more smartphones, more streaming, more flexibility in how, leapfrogged straight over the personal computer to its more exciting younger
Head of APAC when and where we watch content. It’s important to remember that what we take for Head of Strategy sister, the mobile. Mobile is truly the first – and for some consumers the only
granted in major cities all over the world still represents emerging behaviours in many – screen in APAC: the well-publicised 'texting lanes' in China, the explosion
Foresight Factory more places. Mobile culture seems utterly pervasive in Asia – over 90% of the online Mindshare APAC of messaging apps all over the continent from Thailand to Vietnam, the virtual
population in multiple markets in the region own a smartphone1 but just 40% of the mobile boyfriends and girlfriends that are replacing commitment-shy humans in
APAC population is online2. There are many more smartphone owners still to come! Japan. This is why digital monsters like Facebook and Google are bringing out
For media this means even more emphasis on a mobile first strategy, or users will the big guns and looking to Asia as a key source of business growth in the next
generate mobile-friendly content for themselves. Live streaming apps are flourishing twelve months and beyond.
in China – Ingkee has topped Apple’s China app store and there is a steady stream of
generated content, as users are motivated by virtual tips from viewers which can later MOBILE IS EVERYITHING AND MORE
be exchanged for cash. While the authenticity of vloggers and internet stars is being Mobile in APAC isn't just a screen. It's the face of a friend, it provides a reflection
questioned, the most popular live streamers make money directly from their audience. of how we look to ourselves and it helps us maintain our face in society and our
social relationships. So it's been absolutely essential for brands to set the bar
ENTERTAINMENT BEYOND THE SCREEN high when it comes to mobile executions, with something of value to offer. Knorr
But one of the most radical changes which has begun today in screen media is in Thailand is one example of this trend. With so many mums and dads stuck
entertainment that appears to go beyond the screen. The promise of VR is huge: for inspiration over what to make for the evening meal, Mindshare created an
immersive experiences that transport users onto a rollercoaster, into a land of dinosaurs artificially intelligent Aunty who provided recipe advice to users of the mobile
or front row at a live basketball game. While we almost feel overwhelmed by VR long app LINE based on each and every individual's unique pleas for help.
before headsets have hit the mainstream, especially in a consumer setting, you know
that it’s hard not to get carried away in believing this is the future of (solo) entertainment. SMALL SCREENS FIRST
While incredibly fun, VR today is still quite isolating – this is not necessarily a bad thing, Mobile is genuinely at the heart of society in many Asian markets. Seoul in South
it just highlights that consumers can choose a distinct channel for a very particular need Korea has its own three-storey store dedicated to LINE, and its stickers. In China,
and will expect content to match both. Visa’s most recent success has been to loan free bikes to Visa customers and
provide them with routes on their mobile phones to the most interesting places in
THE FUTURE OF SHARED EXPERIENCES their city. If you buy a can of Coke in India you can get 20 rupees added to your
Augmented or mixed reality on the other hand feels more like the future of shared mobile account. The Vietnamese creator of the game Flappy Bird, Nguyen Ha
experiences. Technologies like Magic Leap and Hololens which overlay digital images Dong, had to remove his own creation from the app store after the world became
onto the real world both frame the experience in the context of sharing, connecting and addicted to it. And mobile commerce is taking off in India and North Asia at a rate
collaborating with others around you. Asia in particular has been embracing holograms, far faster than the rest of the world – nearly half of APAC consumers (46%) have
especially when it comes to pop music. K-pop hologram concerts are now shown daily made a purchase through their mobile phone. It’s a cliché, but in APAC we need
in four different theatres in Seoul. Life-sized versions of acts are beamed onto the stage to think small screen first, and there’s a number of nuances that must be taken
recreating the live concert experience on demand. Early 2016 saw this technology into account in a very diverse continent.
coming to Singapore with K-live at the Sentosa hologram theatre, while in Japan a great
campaign by KitKat brought holograms of the boyband DISH// into the home. For the THE APAC CHALLENGES
duration of the campaign, special KitKat bars came with a piece of plastic that could In countries like Indonesia, feature phones (or dumbphones!) are as prominent as
be assembled into a pyramid-like structure to be placed on a smartphone. By playing iOS. This means they have fewer capabilities and a lesser creative canvas than
one of the band’s music videos on YouTube, the effect created was like a mini hologram many western markets. Reception can be hugely unreliable, depending on the
performance. Holograms have even become political with Amnesty International country or city. The Philippines for example has inconsistent coverage across
creating a hologram protest against limitations on free speech in Seoul in February many of its major cities, which means you plan for simple executions as opposed to
2016. With holograms you can touch, being developed by researchers at the University draining people’s data with complex pop-ups. Facebook are leading the way here
of Tokyo, the possibilities for the future of media engagement are very exciting. with their slideshow ads based on whether the user is in 4G or 2G reception. Dark
social – or messaging apps such as WeChat, Viber and WhatsApp – is on the rise
across Asia. According to RadiumOne, 90% of APAC’s sharing goes through private
messaging apps. Stickers, a super short-form static or animated imagery, have
grown in line with this trend. They’re a money-spinner for platforms and creative
consumers alike. It’s the future of communication, for half the world at least.
The next evolution of digitally connected screens is a no-brainer. According
to a 2016 Mindshare research study on connected living, APAC markets are
more than twice as excited at the prospect of the internet of things as rest of
the world, with markets like China, India and Malaysia leading the way. For
many of our consumers, the internet is an extension of their lives and so the
idea of connected homes, cars and security systems is simple evolution. Digital
technology has excited the world for decades and it seems there is no other
region more passionate about a connected future than APAC.
Sources: [1] Future Foundation research, 2016 (9,000 consumers in 7 Asian countries, over 90% in
China, India, Indonesia, Malaysia, Thailand, South Korea). [2] We Are Social, Digital Handbook, 2016.
28 CULTURE VULTURE / 07 / SCREEN SUPREMACY 29Unleashing the power of Integrated brand storytelling
multiscreen advertising using multiscreens and
meaningful content
ANDRÉS RODRÍGUEZ It is becoming more frequent to hear in our marketing environment the terms multi- IVÁN FLÓREZ Let’s make an assessment of the near infinite platforms that are available. From Snapchat
ANDRADE screen, multi-platform or multi-device. For this reason, it is important to understand to YouTube, and from Netflix to Discovery, there are many alternatives that satisfy a variety
what these terms are about and how they affect or benefit the marketers in a region Director of Solutions of interests and people. ‘Multi-screening’ has become a concept that is deeply important
Regional Digital like Latin America with an internet penetration of 61%1 and smartphone usage of & Creative Strategy within marketers’ conversations. Moreover, there is another reality behind this phenomena:
Director 30%2. In order to analyse this trend objectively, we must see it from the consumer’s too many metrics. Too much data means that sometimes it is impossible to process and
perspective: a natural and organic way of content consumption, no matter how or Discovery use it properly. We are also overwhelmed everyday with too much information on data
Mindshare when, they just do it at the moment and space they want to, changing from one Communications usage – through social media, summits, conferences, etc. All of us in the communication
Latin America device to another at any time. business need to make our delivery of this data as clear as we can.
The rise of this consumer has forced the content generators to adapt their information THE POWER OF RELEVANT NARRATIVES ACROSS PLATFORMS
in a seductive, uninterrupted and consistent way, competing with many other providers Our clients judge our performance on the value we build on behalf of their brands. The
in a battle for their attention and engagement. Some content generators have perfectly real value though resides in our ability to create relevant stories across multiple platforms,
understood this behaviour and they have striven to create spaces, properties or platforms embedding the brand message in an organic way. This sounds simple, but there is a lot of
to deliver a pleasant experience to their users not only by producing transversal content science and work required to achieve this. At this point you might be thinking, what does
for any screen or device, but by giving them access to special or unique information like this have to do with multi-screening? Well, a lot. The multi-screen explosion is the result
synopsis, videos, trailers, additional minutes available only for web. For vertical content of the massive growth in digital technologies created to satisfy the needs of both the
creators like ESPN, who has focused in sports content exclusively, they have even people and profitable tech market. Let’s be honest, we don’t need that many devices and
modified their DNA to work in function of these consumers (the actual ESPN’s mission platforms to be connected to the content we love.
is to deliver sport content to their fans, anytime and anywhere – this means to deliver
the best content for any screen). The crux of what matters when talking about multi-screening strategies is to really
understand how these multiple screens contribute to improve the brand experience along
LATIN AMERICANS' LOVE FOR VIDEOS, ON DEMAND CONTENT the consumer journey. The real value is in integrated brand storytelling that makes each
AND SNACKING screen deliver something relevant that is perceived in an organic and tangible way – then
This immense world of information and content availability has brought also other we can talk about formats, lengths and platforms. We need to develop and create brand
consequences, it has taught consumers to get what they want with the minimum stories, no matter how many screens we use or how we craft the brand idea. We have to
effort, with just one click or pushing one button and in most of the cases for free. This focus on the experience and how that experience evolves within each step of the journey.
scenario brings another issue to the table: there is not enough time for consumers to
read all that content. For this specific reason, Latin American consumers have become EMOTIONAL CONNECTIONS BETWEEN PEOPLE AND BRANDS
video-consumers. In fact, Mexico occupies the second place of video consumption in the In the past, the 30-second spot generated all of the results we needed to measure – from
world. Latin Americans snack content on demand – according to Nielsen (2016), two out awareness and exposure, to reach and frequency. Nowadays, brand messages need to play
of three Latin Americans consume content on demand. This trend has started to affect a different role across the experience loop to create a deep connection between people and
pay-TV subscriptions, mainly with Millennials. For example, in Argentina almost two in brands, and we need to see the bigger picture strategically.
ten Millennials don’t watch linear TV at all, not even free-to-air options, but instead get
video content from streaming and OTT3 platforms. Similar situation in Mexico, where Today, the roadmap of communication is totally dynamic and is fuelled by a number of
consumers watch nearly as much Netflix content as they watch on pay-TV. elements that must be considered. Shareability, engagement and speed, are just some
of the elements that have the potential to spread (or not) the brand message and achieve
The complexity of this content ecosystem (creation and consumption), especially on KPIs. In fact – and going back to the basics – to create disruptive ideas, brand stories
video, is a big challenge for advertisers, they have to fight to capture their consumer or cool campaigns they must be conceived to provoke emotions in people’s hearts. It
attention in an infinite universe of information created by another hundreds of media, is important to realise that the perfect match between multi-screens and meaningful
brands, influencers, etc. It is a priority for advertisers to hyper-segment their audiences content will be critical to accomplish our goals.
and customise all the content in a way that consumers could find it anywhere, anytime
and in any screen. There is a demand to create experiences that allow advertisers to
impact and activate a response, delivering a complete message even if the process
takes more than one screen and more than one platform.
Sources: [1] Internet World Stats, 2015. [2] Economía Móvil: América Latina 2014.
[3] OTT (Over The Top), internet connected content platforms.
30 CULTURE VULTURE / 07 / SCREEN SUPREMACY 31Everything that we know
is moving towards screen
media
TONY BOURACHED Screen media is going to play a crucial role in the next five years. We only need to look Social media is also affecting the way we use multiple screens. An interaction with a
at how possessive people are now with their mobiles phones and how people’s attention post that does not have an image or a video attached to it is different from one that has
Regional Head spans have reduced. This tells you how much people rely on screens to quickly connect, a visual element. If we think about content, people are more attracted towards visual
of Digital see a message, get an alert or just keep up with what is going on around them. I believe content. This has become important when it comes to the way we set up our digital
this is one of the main things driving screen media consumption. strategy. In the last couple of years, we’ve noticed how the view rate of an actual TV
Mindshare MENA commercial on a YouTube channel has dropped by 6 times compared to a personalised
We are not only talking about digital, but all other types of screens that will evolve to video. The way people interact with content has changed a lot and virtual reality and
become one of the main touchpoints for people. It is even going to affect the way we 360 visual content are also becoming crucial for both us and consumers.
socially interact with each other. We have all seen how people’s time is changing to
become more and more attached to screens, how they grab their phones every 10 or 15 HORIZONTAL VS VERTICAL SCREENS
minutes to check their messages or connect with other people while sitting and talking Social media is also affecting content across the region. For example, Snapchat’s impact
to friends. is massive in Saudi Arabia and Kuwait. If we also think about the content being shared
on Snapchat, the vertical screen is becoming very important so people are looking more
SCREENS AS A DOOR TO CONNECTED OBJECTS AND VR at having their contacts set up vertically as opposed to the horizontal view that we know.
Radical changes will be driven by the internet and connected objects around us, hence I believe this will start forcing TV sets or developers of TV sets to actually have a certain
all the interaction that will happen with these objects will be through screens. People set up that will allow consumers to watch their vertical content on TV and not only on
will be relying more and more on their screens for that. For example, with connected their smartphones. This will change how people use their screens, from horizontal to
cars, we will be looking into controlling everything through a screen. Can you imagine vertical formats that we are accustomed to.
delivering a media message on your car? If this happens, it will affect the different
media touchpoints and even objects. Virtual reality is going to radicalize and change Will small screens become more popular than big TV sets, especially if these will be the
the way that media is consumed and how we think about the two dimensional screens main screens to use for social or personal usage? Are virtual reality headsets going to
that we see in front of us as opposed of having a media plan or a media creative that become a new type of screen? How is this going to affect the way we interact with people
would fit into 3D or virtual reality headsets. or how the brands are interacting with people? Will brands move to virtual reality for
their customer service set up? These are big questions and I think these will really affect
SMARTPHONES ARE DRIVING SOCIAL CHANGES IN THE REGION the definition of screens that we used to know.
Smartphone penetration in the MENA region is one of the highest in the world and this
is one of the main drivers behind changes in screen media consumption. At the same MEDIA PLANNING AND CULTURAL RELVANCE
time, social media usage has completely shifted since the Arab spring, it is now an outlet The growth in video planning this Ramadan has changed. In 2016, we could say that
for people to express themselves directly and online. It has given channels where people there was a breakthrough in what we call video planning, and not only across Mindshare
can be more vocal – this is something quite important in our culture, which is to stand where there was a record of 20% growth. The number of brands present on platforms
out from the crowd, be seen and get that 15 minutes of fame. Social media consumption like YouTube or Facebook videos was significant, and that obviously affected the cost we
and the smartphone phenomenon in the Middle East definitely changed the way families pay versus what we pay outside the holy month. Brands started to understand that
interact with each other. We come from a background where family values and video consumption online has grown. However, would that affect the way we plan for
interactions are far more important, we have a culture where people do not leave TV? Definitely. Is it going to be significant? I do not think so. Culturally speaking, people
their parents’ house until they get married and they start a family of their own. are not willing to give up their TV sets in MENA.
If we look at how media consumption changed the way people used to interact with Nevertheless, video on demand and streaming, along with the fact that Netflix has
screens before, it was just basically sitting in front of the TV and watching family officially launched globally, will probably encourage people more to move from bigger
programmes. Now this has all became fragmented. When people sit and watch TV, screens to smaller ones for TV content. Not forgetting programmatic and the way it is
they also go on their phones or personal laptops. There is something that is not talked shaping TV plans and consumption globally. I think this will take some time before
about much in the region and that is the interaction occurring between both genders. coming to MENA. We will see this growth moving to smaller screens but I do not genuinely
This has been greatly affected by screens. We used to live in a culture where marriages think people are ready to give up their TV sets in the region anytime soon.
were completely arranged. You’d sit down with parents for a couple of hours and that’s
how the decision is made. Mobile phones and apps like Tinder or Snapchat have given When it comes to magazines and newspapers, if we look at digital in terms of news or
the chance for people to connect with each other directly. These apps also allows them the way people look for information and news on small screens instead of the actual
to express themselves or share pictures through a screen. print, we could say it is in line with what is happening globally. In the MENA region,
there’s a noticeable shift from reading news on paper to reading news on screens.
SOCIAL MEDIA, ONE OF THE MAIN PILLARS OF DIGITAL For example, Twitter is one of the main outlets of news in the region. Social media is
Social media has changed the way we do business in the region so much, that since affecting how people follow and access news and this in turn is moving to a social set
two years ago social media platforms are the main channels clients were interested in. up. Consumers in the region want to keep up with the latest news and virtual realities
Its usage – especially among the young generation – has made it crucial for a brand to is pushing that consumption more and more into screen sets.
be present on social media before being present anywhere else. Clients in the region
have realized if they do not step up their efforts on social media, they won’t be
connected with their customers and they will not be able to know what people
are talking about.
32 CULTURE VULTURE / 07 / SCREEN SUPREMACY 33You can also read
