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OUTDOOR POSTER INDUSTRY - GOING AGAINST THE MARKETING TREND

In the digital industry we often get over-excited about the growth in online advertising, but it's important to remember that there are other consequences of media fragmentation.

As audiences for newspapers, magazines and television continue to fragment, there are many challenges in finding the media plans that can deliver mass-reach for campaigns. Media planning is a lot tougher than it was ten years ago, and that’s one of the reasons why, across the digitally advanced countries, outdoor advertising is often doing rather well.

Posters and billboards are growing in power because they unite audiences at a time when there are few other media to distract. Particularly within urban transport networks the supply of outdoor media has swelled, and although there have been television screens in a few outdoor media for more than twenty years, it’s only the recent collapse in the price of technology and the ease of networking that has opened up outdoor to become a digital platform.

Across Europe screens are suddenly appearing in planes, taxis, busses and railway stations, providing a new release for digital and video assets, and a range of new advertising opportunities. Our tip? Outdoor is one to watch. It may be a small channel, but it’s a strong beneficiary of the changes in the digital economy.

Question concerning Page 7
Slide: Online drives the whole market
Year on year growth for 2006

What is ment by outdoor?

Mobiledevices like smartphones, pdas, laptops?

Regards, Christian

WEB 2.0
...and the tale of two Tims

Talking about the Web 2.0 era I find a massive challenge because it's boundless. You could spend days unpacking O’Reilly’s meme maps and digging into what made the survivors of the dotbomb crash the success stories of Facebook, YouTube, Flickr and Google. But a simple way of looking at this is as the tale of two Tims…

When Tim Berners-Lee stumbled into the creation of the web, he was searching for a better way to store, access and manipulate knowledge. From the start the aim was a read-write medium, but in the 90s there was a tangible gap between what the academics saw as the channel’s potential and the toolkits most folks had at their fingertips. Let’s face it Usenet wasn’t for everyone, and transferring files through FTP may have let you ‘write’ web pages, but Blogger only succeeded in letting ‘most’ people write web pages.

Then in 2004 Tim O’Reilly’s debate helped crystallize 30 odd concepts around that theme and led to the coining of the phrase that spread like wildfire through the blogs and wikis ever since. When we talk about the spread of ideas and language, it doesn’t happen much faster than this: just take a look at how Google tracks the growth of the term Web 2.0

http://www.digitalstrategyconsulting.com/articles/2007/08/web_20_in_the_west_end_and_the.html

USEFUL LINKS

During our workshop we looked at a few materials and here are a couple of links to point you in the right direction...

Here are some case studies that caught my eye:
http://www.digitaltrainingacademy.com/casestudies/

'Bring back the love': Here's that great film from Microsoft http://www.digitaltrainingacademy.com/adlink/2007/09/digital_marketing_dialogue_not.php

TAKEOUTS
Here are the summary points from this Marketing Leadership Academy session in Zurich:

Digital’s 5 things that get replaced

- Self-expression replaces conformism
- The media of the masses replaces mass media
- Granular replaces generalisation
- Engagement replaces interruption
- Conversations replace control

Digital’s 5 things that get created

- Empowerment creates customers in control
- Digital channels create time
- Time creates communication opportunties
- Opportunity creates competitive advantage
- Transparency creates accountability