Trends, Network & Critical Thinking

Quarter 2 - Module 3
Information Communication Technology
 Digital Society Explained
New ways to more transparency, participation, and innovation
The increasing use of modern network technologies is changing people’s daily social and economic
lives. Today, anyone and everyone can engage interactively in digital spaces. This animated video
explains important phenomena, which help to cultivate a collaborative digital society, in which more
and more people can participate
Digital structural change- This is giving rise to new forms of participation and new patterns of value
creation platforms, accompanied by shifting power towards citizens and consumers’ sovereignty.
Example: Using GCash in paying online like Electric Bill, Online Shopping
Corporate social media- Social networking platforms are penetrating all spheres of life. At the
corporate level, control over communications is being redistributed towards the internet
community. For all those who wish to exercise control over information flows, this is a problem.
Example: Creating Facebook page for your online business, posting online product in facebook,
Instagram and Tiktok
Open innovation- The more external ideas that are incorporated, the greater the potential combination to create
something new. But open innovation often involves risk because classic value creation patterns have to be broken up
and modernized with new strategies and most importantly, with new interaction competencies.
Example: Artificial Intelligence (AI), Robot, Microchip implants (Human, Dogs), Automatic Wheelchair
Open government - increased transparency, citizen participation and collaboration between government and citizens
Example: Citizens have the right to access the documents and proceedings of the government to allow for effective
public oversight.
• External feedback
Open Access - free access to information and unrestricted use of electronic resources for everyone
Example: Journals, books, research
Open and Free Culture - promotes the freedom to distribute and modify the creative works of others in the form of
free content or open content without compensation to, or the consent of, the work's original creators, by using the
Internet and other forms of media to attract more user's.
Example: collaboration of Instagram and Facebook (Meta)
 Seven Media Trends in 2014
• Fueled by new technology, marketers will become even more obsessed with data
We are living in a world in which wearable technology- for instance, Google Glass, Nike+Fuel Band, Samsung
Galaxy Gear Smartwatch- has officially taken off, one in which knowing the consumer’s current location can be
just as important as knowing their age and gender. Data is a necessity in marketing to the on-the-go consumer,
and the advent of wearable tech promises lots of it. Combine this with the advanced targeting techniques
typically put into practice, and marketers will be able to reach consumers much more effectively. ID Media
frequently adopts a beta tester mentally with technologies in their infancy, expect teams coming to the table
eagers to leverage the fusion of new tech and data.
• Programmatic buying will become second nature
It is inevitable programmatic buying, for both digital and TV, will continue to gain significant market share in
2014. According to a recent study, MAGNA GLOBAL expects global programmatic buying to triple from $12
billion in 2013 to $33 billion by 2017. These increases will be seen most aggressively in digital channels,
specifically display and online video. Agencies are getting smarter about recognizing good inventory that
delivers viewable impressions (not under the fold), and will soon be able to buy this inventory
programmatically.
• Banner ads are not going anywhere
Despite a handful of predictions of the death (or sharp decline) of banner ads, traditional display ads will remain strong in
2014. ID Media has found that even though consumers are gobbling up mobile and online video, banner ads are still
tracking strongly. In many cases, ID Media has found that static banner ads outperform rich media, providing CPCs that are
still unmatched by video and other media. Regardless of where digital media are shifting as an industry-largely to our
mobile devices-banner ads remain one of the best (and most cost- efficient) ways to target web users due to their low CPM
and prevalent inventory. Plus, in 2014 many of ID Media’s clients will be able to drive down their development cost for
banners by using our offshore production capability, Interactive Avenues, Media brands’ India-based facility.
• Media plans will be screen agnostic
Consumers certainly believe that size does not matter- they are consuming media wherever they can, on their TVs, smart
phones, and tablets. According to MAGNA GLOBAL’s 2014 ad forecast, digital media, which includes mobile and social
media) was the fastest growing category in 2013, increasing 16% to $118 billion and reaching a 24% market share globally.
Brands are looking for cross-channel solutions that reach their audience no matter the platform, and media planners are
following suit, altering their screen-by-screen playbook to design media plans that are truly screen agnostic in an attempt
to reach consumers where they consume media.
• Mobile will finally grow up
“For the past five years, it seems that someone’s been saying it’s finally the year mobile advertising begins to drive digital
investment”, said Amy Armstrong, EVP, Managing Director. ”But 2014 may finally be the mobile’s year”. Consumers have
embraced mobile to a remarkable extent and marketers have followed, targeting them with mobile specific strategies,
including couponing, location-based services, and geo-fencing. It is no surprise that mobile advertising revenues almost
doubled (+85%) in 2013 to reach $16 billion (14% of all global Internet advertising). At the same time, brands have fully
adopted mobile, updating websites and m-commerce functionality to run flawlessly on the latest smart phones. ID Media
expects mobile budgets to increase drastically across-the-board.
• Native advertising will explode
Forbes did it. So did Yahoo! Buzzfeed, and Mashable (to varying degrees of success). Even the New York Times
is on board. Publishers are closing the gap between editorial and advertising By offering native ads that blend
seamlessly with original content. And they are working. According to a study conducted by the IPG Media Lab,
consumers look at native ads 52% more frequently than banner ads. As a result of their integration with
editorial, native ads registered a 9% higher lift in brand affinity and an 18% higher leap for purchase intent
response than traditional display ads.
• Online video will continue to expand
The growth of digital media does not stop at mobile-online video, too, is poised to inflate in 2014 and beyond.
Eighty-nine million people in the United States watch over 1.2 billion online videos each day, and marketers are
capitalizing on it. The channel continued to grow healthily in 2013, according to MAGNA report, increasing 37%
year over-year.