Results tagged “adnetworks” from Trends in the Living Networks

I'm in the process of preparing for an internal webinar to a global network of media specialists of a leading agency. I looked back at and updated one of the charts from my Seven Driving Forces Shaping Media framework, illustrating the shift in revenue and advertising models.

I earlier posted the Seven Driving Forces Shaping Media framework below, which was one of the frameworks included in our Future of Media Report 2008. However the framework is designed to cover an A3 sheet, so while it looks great in the printed copy of the report it can be hard to read on a screen. In addition many people don't click through to pdfs. So I've posted this content in a blog-friendly and more readable format below.

Seven Driving Forces Shaping Media (pdf 700KB):

Since the event I've heard that the seven driving forces have been used in a range of presentations inside organizations and at conferences, and also in some executive strategy sessions. Before I created the visual summary of the trends I'd used them in a variety of client offsites and found they were useful in framing strategic thinking, all of which suggests it's worth providing these again in a more accessible format.

If you like this framework, also see our Future of the Media Lifecyle Framework and Future of Media: Strategy Tools framework.

SEVEN DRIVING FORCES SHAPING MEDIA

1. Increasing Media Consumption

Humans are intrinsically media animals. As we get greater access to media and content, we are discovering that our appetite for information and entertainment is virtually insatiable. It is commonplace for people of all ages to consume multiple media at the same time, with television, internet, newspaper, messaging, and other media frequently overlapping.

Implications:
Average total media consumption will exceed waking hours. Most media will be consumed with partial attention. Advertising impact will decrease.