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Marketing in the Digital Age Market Assessment 2006

DateSep, 2006
Pages152
Price / format$1512 / Online Download

$1 512 

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Abstract:
 The advertising world has been undergoing a seismic shift in the past decade. First advertisers and marketers saw the ground shifting beneath them as their tried and trusted media fractured and fragmented, leaving them wondering just where to put their money in order to reach their target markets. Then they developed strategies to identify and classify consumers and then follow them online onto the sites on which they were most likely to be found. However, it is now all about convergence. TimesOnline, for example, launched Times Online TV in June 2006; this includes clips from a number of content providers, including the news agency Reuters across the world, and it is expected that the service will develop to include live-stream television.

Technology is advancing at a rapid pace and all single-play content providers are increasingly looking to bundle other technologies to increase their range. The service providers of television, telephony and the Internet are combining to offer triple-play services and, with mobile telephony — quad-play — to consumers.

One example is BT’s development with Microsoft of new set-top boxtechnology (the BT Home Hub), which combines a digital terrestrial television (DTT) receiver with a broadband receiver. This kind of converged technology allows much more flexibility in the kind of services that providers can deliver and more choice for consumers in terms of how and when they manage their communications and media content.

One of the key drivers behind the acceleration in technological developments is the countdown to digital switchover. In September 2005, the Government announced its switchover timetable, which will roll out region by region until analogue switch-off in 2012.

A fully digitalised world — analogue signals will be switched off across the globe, although each territory is developing its own programme — affords a much greater degree of flexibility in the way in which content is presented and consumed. The move will see people accessing the kind of content they want, when they want it, using the device of their choice from the location of their choice. People will no longer need to rush home to watch their team in the World Cup finals or finish supper before the latest episode of their favourite drama is broadcast, for example. People will be able to choose how and where they watch; they will be able to talk to their friends on the other side of the world for free while doing so, storing clips of the goals or other programme highlights in their own personal video library to share with others.

To a certain extent, this is already happening. Home broadband is the Internet connection now used by more than 40% of Great Britain (as at February 2006 — see Table 29 of this report: Internet Usage in Great Britain by Platform, from BMRB’s Internet Monitors for February 2005 and February 2006). Not only does broadband afford faster Internet connectivity to allow better television and video streaming, but it also enables voice calls to be made from computers which are of a quality that is equal to fixed-line telephony, and at a much lower cost.


Table of contents:
Executive Summary
1. Introduction
OVERVIEW
DEFINITION
2. Strategic Overview
BACKGROUND
MARKET DYNAMICS AND SEGMENTATION5
Market Sectors
Table 1: Cross-Ownership of Mobile Telephones, Digital Television and Access
to the Internet in the UK Among Adults Aged 16+ by Region (%), 2005
Total Industry Value and Growth7
Table 2: Marketing Budget Revisions for UK Businesses (%), All Quarters 2005
and Quarter 1 2006
Table 3: Share of Marketing Expenditure by Media (%), Years Ending
December 2004 and 2005
Table 4: Advertising Expenditure at Current Prices by Medium (£m),
Year Ending December 2005
The Consumer
Table 5: Percentage of People Wanting to Watch Television
on their Home Computer (% of respondents), 2005
Table 6: Reasons for Wanting to Watch Television on Home Computer
(% of definite/possible watchers), 2005
Table 7: Other Activities Conducted While Watching Television
(% of all respondents and teenagers), 2005
Table 8: Selected Devices Identified by Respondents as Being Very Important/
Desirable (% of respondents), 2005
COMPETITIVE STRUCTURE
Multi-Play Service Providers
Table 9: Comparison of Services Offered by NTL and Those Offered
by its Competitors,
Digital Television
Agencies
Table 10: Top Ten Digital Marketing Agencies by Declared Turnover, Number
of UK Staff, Year Founded and Owner (£ and number of staff), 200516v
Table 11: Top Ten Digital Media Buying Agencies by Declared Turnover,
Number of UK Staff, Year Founded and Owner (£ and number of staff), 2005
COMPETITOR PROFILES
Aegis Group PLC
Brilliant Ltd
Carlson Digital
Dare Digital
Digitas Inc
DNA
Equi=Media Ltd
Grand Union
Guava Ltd
i-level Group
LB Icon Group
Media.com
Media Contacts
Media Square PLC
MVi
Online Media Group Ltd
Profero Ltd
TEQUILALondon
Unique Digital Marketing Ltd
Zed Media
INDUSTRY ISSUES
Fragmentation
Recruitment
User-Generated Content
Table 12: Selected Social Networking Properties by Unique Visitors (000),
May 2005 and 2006
New Payment Models
MARKET FORECASTS
Table 13: High and Low 12-Year Forecast Options by Display and Classified
Expenditure at Constant 2000 Prices (£m), 2005 and 2017
3. Digital Television
BACKGROUD
Digital Switchover
Digital Switchover Timetable
Table 14: UK Digital Switchover Dates by Television Region
Channels
Table 15: Channels Broadcasting on Freeview, June 2003 and 2006
Media Mergers
MARKET SIZE
Digital Television Uptake
Table 16: Platform Viewing Figures (number and %),
Fourth Quarter 2005 and First Quarter 2006
Table 17: Digital Take-Up in UK Homes (% of households), First Quarter 2005 and 2006
CONSUMER TRENDS
Television Audiences
Table 18: Annual Percentage Shares of Viewing by Channel
by Individuals, 2001-2005
Table 19: Multi-Channel Percentage Viewing Summary by Selected Channels
(hours: minutes and %), Week Ending 11th June 2006
Table 20: Terrestrial Top Three Programmes by Channel by Number of Viewers
(million), Week Ending 11th June 2006
Table 21: Top Ten Digital Programmes by Channel by Viewers (000),
Week Ending 11th June 2006
TELEVISION PLATFORMS
Digital Satellite Television
Digital Terrestrial Television
Freeview
BT Vision
Top Up TV
Digital Cable Television
Asymmetric Digital Subscriber Line
It’s Television — But Not As We Know It
Enhanced T43
High-Definition Television
Integrated Digital Television
IPTV
On Demand
Personal Video Recorders
Interactive Advertising
ADVERTISING
Advertising Expenditure
Table 22: Top Twenty Digital Channels by Advertising Expenditure,
Years Ending March 2005 and 2006
Advertising Revenues
Table 23: Terrestrial Channel Advertising and Sponsorship Revenue
(£m and %), 2000-2005
4. Digital Radio
BACKGROUD
NEW TECHNOLOGY
MARKET SIZE
Table 24: UK Radio Listening by Digital Platform as Percentage of Total
Listening Radio Hours (%), Quarter 4 2004 and Quarter 3 200550
CHANGES TO RADIO ADVERTISING RESTRICTIONS50
Restricted Service Licences
Community Audio Distribution Systems
Audio Distribution Systems
Unused Special
DISTRIBUTION
Table 25: Availability of Digital Radio in the UK by Platform (%), September 2005
CONSUMER TRENDS
DIGITAL RADIO MULTIPLEX OWNERS53
5. The Internet
BACKGROUD
MARKET SIZE
Internet Usage by Age
Table 26: UK Internet Take-Up by Region and Age (%), 2005
Internet Usage by Socio-Demographic Profile
Table 27: UK Internet Take-Up by Region and Socio-Demographic Profile (%), 2005
Amount of Internet Usage
Table 28: UK Average Weekly Hours of Use of the Internet by Region
(number of hours and sample size), 2006
Internet Usage by Platform
Table 29: Internet Usage in Great Britain by Platform (% of adults),
February 2005 and 2006
Non-Usage
CONSUMER TRENDS
Brands
Table 30: UK Usage of Internet Brands by Age (% of Internet population),
January 2006
Table 31: The Top Ten Brands Most Likely to Be Used by UK Kids
and Teenagers (% and 000), January 2006
Table 32: Top Ten Brands Most Likely to Be Used by UK Adults
in Their 20s (% and 000), January 2006
Table 33: Top Ten Brands Most Likely to Be Used by UK Adults
in Their 30s (% and 000), January 2006
Table 34: Top Ten Brands Most Likely to Be Used by UK Adults
in Their 40s (% and 000), January 2006
Table 35: Top Ten Brands Most Likely to Be Used by UK Adults
in Their 50s (% and 000), January 2006
CONTENT
Table 36: Types of Programmes to Which Respondents Might Subscribe,
to Watch on PCs or Personal Portable Devices (% of respondents), 2005 INTERNET ADVERTISING — HOTSPOTS AND HOLY GRAILS
Table 37: Key Growth Areas in Online Marketing (% of respondents),
2005 and 2006
DISTRIBUTION
Table 38: UK Broadband Availability by Region by Connection
(% of all premises), 2005
6. Mobile Technology
BACKGROUD
MARKET SIZE
Mobile Telephone Ownership and Usage by Age
Table 39: Adults Who Personally Own and Use a Mobile Telephone
by Region by Age (%), 2006
Mobile Telephone Ownership/Usage by Socio-Demographic Profile
Table 40: Adults Who Personally Own and Use a Mobile Telephone
by Region by Socio-Demographic Profile (%), 2006
Non-Ownership of Mobile Telephones
CONSUMER TRENDS
Functionality of Mobile Telephones
Table 41: Mobile Telephones — Functions Possessed and Their Importance
(% of mobile telephone owners), 2005
Table 42: Percentage of Mobile Telephone Owners Who Want to Watch
Live Television on Their Mobiles, or to Purchase Television Programme
Downloads for Their Mobiles by Sex and Age (%), 2005
TALK IS CHEAP
DISTRIBUTION
Third-Generation Mobile Telephone Coverage
Table 43: Third-Generation Mobile Telephone Geographic Coverage
by Postal District (% of postal districts), 2006
New Spectrum Licences
7. An International Perspective
OVERVIEW
MARKET DEVELOPMENTS
COMPETITOR ENVIRONMENT
Table 44: Comparison of Advertising Expenditure at Constant Prices ($bn), 2005
CONSUMER BEHAVIOUR
Table 45: Mobile Telephone Use as Primary Camera/MP3 Player/for Daily
Internet Access by Country(% of respondents in each country), 2006
Table 46: Mobile Telephone Functions Most Likely to Be Used in the Future
by Country (% of respondents in each country), 2006
Table 47: Preferred Method of Content Transfer and Control by Country
(% of respondents in each country), 2006
8. PEST Analysis
POLITICAL FACTORS
Switchover
Cross-Promotion Rules
ECONOMIC FACTORS
SOCIAL FACTORS
TECHNOLOGICAL FACTORS
9. Digital Marketing Roundtable
ROUNDTABLE DISCUSSION
Interviewees
Richard Dance — Head of Strategy, Unique Digital Marketing Ltd
Rachel Harker — Co-Founder/Head of Marketing and Sales, Hypertag Ltd
Paul Harrison — Managing Partner, Carve Consulting.com Ltd87
James Henry — Chairman, Digital View Ltd/Director General, The Screen Association
Mark Kuhillow — Managing Director, R.O.EYE Ltd
Gray Sycamore — Director of Digital Europe, The Marketing Store Ltd
Robert Thurner — Commercial Director, Incentivated Ltd
Questions and Answers
What Are The Three Most Important Developments
For Advertisers And Marketers Today?
Richard Dance
Rachel Harker
Paul Harrison
James Henry
Mark Kuhillow
Gray Sycamore
Robert Thurner
What Are The Main Issues Facing Advertisers/Marketers Today?
Richard Dance
Rachel Harker
Paul Harrison
James Henry
Mark Kuhillow
Gray Sycamore
Robert Thurner
What Will Be The Main Driver Of Change In The Next 5 Years?
Richard Dance
Paul Harrison
Rachel Harker
James Henry
Mark Kuhillow
Gray Sycamore
Robert Thurner
Will Online/Mobile Marketing Ever Command Higher Spends
Than Traditional Television/Print Advertising?
Richard Dance
Rachel Harker
Paul Harrison
James Henry
Mark Kuhillow
Gray Sycamore
Robert Thurner
If Yes — When? If No — Why Not?
Richard Dance
Rachel Harker
Paul Harrison
James Henry
Gray Sycamore
Robert Thurner
Do You Think That, At The Rate Technology Is Converging, We Will Eventually
Consume All Digital Content From Just One Device?
Richard Dance
Rachel Harker
Paul Harrison
James Henry
Mark Kuhillow
Gray Sycamore
Robert Thurner
10. Company Profiles
INTRODUCTION
CHANNEL 4 TELEVISION CORPORATION
Corporate Information
Strengths and Weaknesses
New Product Development
Brand Development
Innovations
Appointments
Profitability
Table 48: Financial Results for Channel Four Television Corporation (£m),
Years Ending 31st December 2004 and 2005
Future Company Developments
THE CLOUD NETWORKS LTD
Corporate Information
Strengths and Weaknesses
Brand Development
Innovations
Appointments
Profitability
Future Company Developments
GOOGLE INC
Corporate Information
Strengths and Weaknesses
New Product Development
Brand Development
Innovations
Appointments
Profitability
Table 49: Financial Results for Google Inc ($000), Years Ending
December 31st 2004 and 2005
Future Company Developments
NTL INC
Corporate Information
Strengths and Weaknesses
New Product Development
Brand Development
Innovations
Appointments
Profitability
Table 50: Financial Results for the Reorganised NTL Inc (£m),
Years Ending 31 December 2004 and 2005
Future Company Developments
SKYPE LTD
Corporate Information
Strengths and Weaknesses
New Product Development
Brand Development
Innovations
Appointments
Profitability
Future Company Developments
TANDBERG TELEVISION LTD
Corporate Information
Strengths and Weaknesses
New Product Development
Brand Development
Innovations
Appointments
Profitability
Table 51: Financial Results for TANDBERG Television (NKr000),
Years Ending 31st December 2004 and 2005
Future Company Developments
11. The Future
OVERVIEW
12. Glossary
13. Consumer Confidence
METHOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
Confidence Declines Again
Table A: The Average Amount Consumers Are Willing to Borrow in Order
to Purchase Expensive Items at Current and Constant November 2004 Prices
(£ and £bn), May 2005, August 2005, November 2005, February 2006 and May 2006
Signs That the Decline Could be Bottoming Out
Table B: The Number of Adults Willing to Borrow in Order to Purchase
Expensive Items (000 and %), May 2005, August 2005, November 2005,
February 2006 and May 2006
THE WILLINGNESS TO SPEND FROM SAVINGS
Sharp Decline in Spending from Savings
Table C: The Average Amount Consumers Are Willing to Spend from Savings
in Order to Purchase Expensive Items at Current and Constant November 2004
Prices (£ and £bn), May 2005, August 2005, November 2005,
February 2006 and May 2006
Table D: The Proportion of Adults Without Any Savings (%), May 2005,
August 2005, November 2005, February 2006 and May 2006
Borrowing Grows in Relative Importance
Table E: The Average Amounts Adults are Confident Spending to Purchase
Expensive Items (£ and %), May 2005, August 2005, November 2005,
February 2006 and May 2006
14. Further Sources
Associations
Publications
Government Sources
General Sources
Other Sources
Bisnode Sources
Key Note Research
The Key Note Range of Reports





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