2.3 The Speed and Rate of Change Flashcards
In 1955, there were … reported television channels. By 1990, there were …. At the start of the millennium, this had rocketed to … different stations. Today, BARB, the TV measurement board, reports on over … TV channels.
In 1955, there were three reported television channels. By 1990, there were 12. At the start of the millennium, this had rocketed to 102 different stations. Today, BARB, the TV measurement board, reports on over 275 TV channels.
WPP’s first media agency, Mindshare, launched when JWT and Ogilvy & Mather merged media departments in 1997. What was happening to the media market at this time.
By this time, the media market was beginning to fragment.
What was the first commercial radio station, LBC and when was it launched?
The first commercial radio station, LBC, wasn’t launched until 1973.
How many radio stations are there today?
there are over 600 licensed radio stations across FM, AM and DAB.
As audiences spread their time across more channels, what did media agencis like Mindshare start to do? This was a shift from what?
As audiences spread their time across more channels, media agencies like Mindshare began to differentiate their planning approach to reach the target market.
This shifted from the focus of combined trading (i.e., media buying) that had characterised the first network media agencies, such as Zenith Media and Carat.
The new opportunities that arose online after the 1991 advent of the Web were often outside of traditional agency structures. Sometimes, existing agencies couldn’t keep up with the rate of change. What did this give rise to?
This gave rise to specialist agencies focusing on niche areas of expertise - search, mobile, social media, etc.
Many of these have since been acquired by larger agency groups, allowing the established players to keep relevant to clients’ demands.
t/f: Today, the bigger threats to agency life come from outside of ad-land altogether.
True
In what year did WPP’s first media agency, Mindshare, launch?
1997
The internet has been around in some form since when?
THe 1970s
The internet has ben around in some form since the 1970s. However, when did we start to see the World wide web become useful to everyday people? And why?
The internet has ben around in some form since the 1970s. However, when did we start to see the World wide web become useful to everyday people? And why?
It was in the 1990s and the advent of dial-up internet that we started to see the World Wide Web become useful to everyday people. Being able to install an internet connection on your home computer meant that people were connecting across the globe at scale for the first time.
A proliferation of websites ensued, with many of today’s media giants - Amazon, Google and eBay - beginning in this decade.
he Web 1.0 experience was vastly different from today’s internet. How so?
It was primarily text-based, used your telephone line to connect, and was incredibly slow. Today, a low-quality movie can be downloaded in minutes, whereas it could take three to five days with dial-up!
In which decade did the World Wide Web become useful to everyday people due to the advent of dial-up internet?
The World Wide Web became useful to everyday people in the 1990s due to the advent of dial-up internet.
During the Web 1.0 era, the internet was primarily:
During the Web 1.0 era, the internet was primarily text-based.
What technology did Web 1.0 internet users rely on to connect to the internet?
Web 1.0 internet users relied on dial-up technology to connect to the internet.
Which of the following companies began in the 1990s as part of the internet’s growth?
a. Apple
b. Amazon
c. Microsoft
d. IBM
Amazon is one of the companies that began in the 1990s as part of the internet’s growth.
How does the speed of downloading a low-quality movie today compare to the time it took with dial-up internet?
Downloading a low-quality movie today is faster compared to the time it took with dial-up internet.
The arrival of broadband
Broadband’s arrival in the early 2000s brought faster connection speeds and facilitated easy browsing, sending and downloads. The expense meant that only about 9% of the UK used broadband in 2001, but it did act as a catalyst for a huge boom in the entertainment and social side of the internet, birthing many of the names we’re using daily.
Mobile internet and smartphones
In the 2010s, the internet became even more ingrained in our daily lives. Social media was the go-to destination for news, short-form entertainment and opinions, with 57.6 million of the UK population interacting online.
With the evolution of the mobile internet and the growth of smartphones, there was a proliferation in the number of ways we could reach and communicate with consumers - social media, text, mobile banners and apps.
Now, in 2022, 98% of the UK uses the internet, which has become essential to life in the modern world.
People aged 55+ spend the least time online at…. (how long?)
People aged 55+ spend the least time online at two hours and 58 minutes (Ofcom, 2022).
The average Brit now spends….. daily on a computer, tablet or mobile (Ofcom, 2022).
3 hours 59 minutes
The average Brit now spends three hours and 59 minutes daily on a computer, tablet or mobile (Ofcom, 2022).
x spent the most time online at x, compared to x, who spent three hours and x s online (Ofcom, 2022).
Women spent the most time online at four hours and 11 minutes, compared to men, who spent three hours and 46 minutes online (Ofcom, 2022).
Which gender spends more time online?
Women
Which age group spends the least amount of time online?
Those aged 55+
.
Those aged 55+
…-year olds spend up to five hours six minutes a day online (Ofcom, 2022).
18-24
In 2020, online spending increased to an estimated £…
In 2020, online spending increased to an estimated £113bn
t/f: Everywhere a consumer is, there is a way for a brand to connect with them
true
How we reach consumers has come a long way since William Caxton printed one of the first adverts in 1477. How so?
- Today, wherever a consumer is, brands are able to connect with them
- The time spent with each medium has changed, with each new medium, the day fragments a little more
- Audiences in the past engaged with one medium at a time, but now the majority of viewers are multi-tasking across devices, giving rise to attention issues
- There has been an increase in solo TV viewing as there are now more TV sets/ computs in a household
Commercial TV and curated media space (2015 and 2021)
commercial TV continues to be the largest channel from a reach and time spent perspective
What are the top three curated media channels (in terms of time and reach)
- Commercial TV
- Social media
- Functional internet
Commercial TV and social media combined take … curated media day … How much has this changed since 2015?
Commercial TV and social media combined take over half the entire curated media day (51%), a proportion which has changed by 10 percentage points since 2015
Commercial TV and social media combined take over half the entire curated media day (51%), a proportion which has changed by 10 percentage points since 2015. What has changed within this?
What has changed is the mix within that 51%, with social media gaining three percentage points (now 22%), while commercial TV has decreased by 13 percentage points (now 29%).
Which media channels did not change much between 2015 and 2021 (in terms of its proportion of reach and time within curated media channels)
Commercial radio has stayed relatively consistent at around an 11% share of curated commercial media time in 2021 versus 2015. News brands (when print and online are combined) also stay consistent at around 4% of the media day.
