Sheila Moorcroft, Research Director
7 April 2011
The pay for content wall around the UK Times has resulted in sharp drop in occasional readers online, but a sharp increase in sales to the regular readers – wine from the wine club, iPad offers.
TV is thriving and capturing thousands of new viewers every year: in emerging markets. Its content and advertising revenue will reflect those changes.
Likewise cinema. It is facing huge competition and challenges of falling revenue in the west – but not elsewhere. Cinema building is booming in Russia. The films that succeed will be measured against new audience demographics.
Technology has cut a swath through existing media markets and business models, but also opened up new opportunities. TV and cinema are going 3D, enhancing customer experience. 4D is next, bringing sensation and smells to the cinema.
Watching TV or films on tablets and clever screens will soon enable a far more interactive experience – changing and personalising the story as you watch and interact with it. We will almost certainly get a pre-selected set of programmes/ material to fit our viewing profiles, rather than having to rely on the 95 Channels of things you don’t want to watch. But whose content will it be?
Fashion magazines are holding up, but for how long? Shopping as entertainment has been discussed for many years. The tools and technologies are here (See Mobile retailing and AR Marketing Trend Alerts). We may soon see interactive large screens in shops which combine big event type displays such as the Ralph Lauren Polo spectacular, with more personalised offers, displays and experiences in store and online simultaneously, and interactive fun window displays. The 3D web may enable a walk down any shopping street or round any store you choose in the world, coordinated with your friends – and sooner than we think.
Online and in-store will blend; fashion creation may bring a whole new range of content options and interactions. Companies who use advertising need to consider how the old media revolution will challenge their own markets and routes to consumers. How much more they need to invest in interaction and high tech display to engage and captivate, enable people to try before they buy, create the story of the brand. It is not just the old media who are adapting, but viewers, content, location and ways of consuming.