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 - Mindshare
SCREEN
SUPREMACY
CULTURE
VULTURE
ISSUE 07 – 2016

Inspiring original thinking through a deeper understanding
of cultural trends.
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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
SCREEN SUPREMACY CULTURE VULTURE ISSUE 07 2016 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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

                                                                                                                           19
DISRUPTION

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 SUPREMACY
A screen culture view from the media
                 industry experts.

Points of View

                                                    23
Innovative 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                                                                                                                                               25
The 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                                                                                                                                         27
The 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                                                                                                                                         29
Unleashing 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                                                                                                                                             31
Everything 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                                                                                                                        33
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