1. Gene Kincaid TexasInteractive Sequence UT-Austin Intro to Digital Media Big Chunks TexasInteractive & Texas Media

2. Intro to Digital Media Big Ideas + A Look Ahead ©

3. Presentation Overview Digital Is (part of) The Future Integration is the Key Six Digital Differences Some Examples So What?

4. Digital Is (part of) The Future Traditional Media is still the giant Integration will be the #1 Issue in future You can’t run past ADV345 ADV345 sets the base for a wild ride ahead

5. Digital Is (part of) The Future (Want to know the REAL reason?) Business Efficiencies It’s cheaper to move bits & bytes than paper & ink. Small increases in efficiency are a big deal.

6. Integration is the Key Digital World is Small Growing Rapidly From News Media “Darling” to “Dog” (News Media Don’t Get It)

7. Six Big Differences 1. Measured behaviors: comm. & consumer 2. Being held accountable for sales 3. Blurred lines between advertiser, media, agency & audience 4. Increased complexity 5. Intelligent, Interactive Linked Systems 6. End Game… consumers will rule.

8. 1. Measured Behavior Key Word - “Log Files” There is an accessible record of your behavior We can analyze this record & modify comm. The record includes buying behaviors New territory for advertising profession

9. 2. Accountable for Sales Key Word - “Direct Response” Good news - we control our destiny Bad news - we must learn what works

10. 3. Blurred Lines Key Word - “Content” Who is the advertiser? Who is the publisher? Who is the agency? Who is the audience?

11. 4. Complexity Key Word - “Digital Properties” If you thought a media plan with 24 TV stations, 16 newspapers and 11 magazines is complex Just wait until you have 2,200 niche web sites to plan and manage

12. 5. Intelligent… Linked Systems KeyWord - “Emedded Systems” Outdoor digital display that’s weather sensitive and linked to a store’s inventory levels --- a University Co- op window flat panel screen that screams “Umbrellas for sale!” when it starts to rain and then switches messages to “Plastic Ponchos Available NOW!” when umbrella inventory drops to zero.

13. 6. Consumers Rule Key Word - “Identity Valuation” When consumers understand the economic value of who they are, and that the world of digital media allows them to negotiate which communications they receive, advertising turns into a whole new ball game.

14. So What? Understand traditional media very well Get ready for a rocket ship ride Media rules

16. Gene Kincaid Village Elders Internet Advertising Austin, Texas gene@austintexas.com © Gene Kincaid - 2003