Open Password – Thursday November 10, 2021
#996
ARD/ZDF online study – Full coverage – Netflix – Online videos – Online articles – Messenger – Social media – Music via the Internet – Linear television – Linear radio – On-the-go use – Amazon Prime Video – Disney+ – Facebook – Instagram – Snapchat – TikTok – WhatsApp – Telegram – Signal – Threema
ZoomInfo – Data Passport – European Information Provider – Dun & Bradstreet – Randy Giusto – Outsell – Company Information – Contact Information – GDPR – CCPA – TRUSTe Enterprise Privacy Certification – CRIF – Cerved – Enento Group – New Work – Moody – Bisnode
alfaview – Digital event formats – Face-to-face events – Timo Bollen – Heiko Brendel – Scientists for Future – BITKOM – Climate protection – Inclusivity
Deloitte – Future of Media – Klaus Böhm – Revenue Models – Advertising – Pandemic – Willingness to Pay – Scenario Analysis – Natural Language Processing – End Devices – Micropayment – Adtech Technologies – Consumer Loyalty – Gatekeepers – Creators HeavMedienentwien – Content Providers – Regulation – Platform Providers – Guided Freedom – AI- Technology – Blockchain – Crowdfunding – Global Hotel California – Incumbents – Stakeholders – Partnerships – Payment systems – New advertising techniques – Changing user behavior
- Title (1)
25 years of ARD/ZDF online study: 100% of those under fifty online, 77% of those aged 70 and over
- Title (2)
Zoom: A New Strong Information Provider – By Randy Giusto, Outsell
III.
alfaview: The future lies in digital event formats
IV.
Deloitte: Future of media until 2030: Four scenarios from “Creators Heaven” to “Global Hotel California” – By Klaus Böhm, Deloitte
25 years of ARD/ZDF online study
100% of those under fifty are online,
77% of those aged 70 and over
After the Corona low, on-the-go usage is increasing again. Streaming and media libraries are driving usage
(ARD/ZDF) Netflix was founded in 1997 to send DVDs by post; there was neither Spotify nor YouTube. People used tube televisions instead of smart TVs and accessed the Internet via a modem. Mark Zuckerberg was 13 years old at the time. The annual ARD/ZDF online study started in 1997 and in its first wave of surveys identified 4.11 million users of the still very young Internet in Germany – 6.5 percent of the adult population. The now 25th wave of the ARD/ZDF online study produces these current results: In Germany, almost 67 million people will use the Internet in 2021 – 100 percent of those under 50, 95 percent of the group between 50 and 69 years of age and 77 percent of those over 50 70 year olds.
When it comes to the question of which media offerings have become more important during the Corona pandemic, online video offerings, online articles and messengers are particularly gaining in importance. Around a third of those surveyed said that these media have become more important during the Corona crisis. But social media, music via the Internet, linear television and linear radio have also become more important.
After the Corona dip last year, on-the-go usage will increase significantly again in 2021. Now 79 percent of people use the Internet on the go at least occasionally – more than ever before.
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Significant growth in media usage on the Internet
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In 2021, the total population aged 14 and over in Germany will use media on the Internet for an average of 136 minutes per day (plus 16 minutes). At 64 minutes, video including YouTube, media libraries and streaming services accounts for just over an hour (plus 9 minutes). In the audio sector (streaming services, live radio, podcasts and so on) it is a little less than an hour (56 minutes, plus 5 minutes). Younger age groups use media online significantly longer – for 14 to 29 year olds it is 4.5 hours a day, for 30 to 49 year olds it is 3 hours.
In general, videos on the Internet are reaching more and more people. The daily range increases to 36 percent (plus 6 percentage points). The middle age group in particular is driving this development forward: 70 percent of 14 to 29-year-olds (plus 3 percentage points) watch videos on the Internet on a normal day, and 50 percent of 30 to 49-year-olds (plus 13 percentage points). Audio usage over the Internet has increased slightly to 30 percent. The age dependency is comparable to that of the videos.
Netflix remains the most popular video streaming service, with 32 percent of people using the service at least once a week. Amazon Prime Video and Disney+ come in second and third place with 18 and 8 percent respectively. The ARD and ZDF media libraries are used by 21 percent of people at least once a week.
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Social media and messenger: Facebook and Instagram in competition
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Facebook remains the most used social media application in terms of “at least weekly usage” in 2021. This service achieved 28 percent with an increase of two points. Instagram is currently growing faster and has 26 percent daily or weekly usage (+6 percentage points). In terms of daily use, Instagram has clearly overtaken Facebook in 2021 and has 18 percent, while Facebook, number 2, only has 15 percent. Two years ago, Facebook was way ahead, with 21 percent daily usage compared to 13 percent for Instagram.
For people under 30, in addition to Instagram with 55 percent daily use, Snapchat and TikTok also play an important role with 28 and 19 percent respectively. In the young target group, Facebook only comes in fourth place in the reach ranking (17 percent daily use). No daily or weekly usage could be determined for Clubhouse – 2 percent of those surveyed use the new platform monthly or less frequently.
71 percent use messenger services every day, while the figure for younger people is 93 percent. WhatsApp is by far the most used messenger service – 70 percent of Germans aged 14 and over use it every day. Telegram, Signal and Threema follow a long way behind, with a maximum of 3 percent daily usage.
The ARD/ZDF online study 2021 was carried out as part of the “Media and its Audience (MiP) study series” and on behalf of the ARD/ZDF Research Commission. The results are based on the merged data set with the core data from the Mass Communication Trends 2021 study. In 2021, 1,502 representatively selected German-speaking people aged 14 and over were surveyed via telephone interview (dual-frame sample) between March 9th and April 24th . After merging with the data from the ARD/ZDF Mass Communication Trends study as part of the “Media and their Audience study series”, the analyzes are based on a total of 2,001 cases.
ZoomInfo
A New Strong Information Provider
Announcing Data Passport, Expanding into Europe, Competing with Dun & Bradstreet
By Randy Giusto, Outsell (London)
Randy Giusto
ZoomInfo recently announced the ZoomInfo Data Passport, a dataset for sales, marketing, and recruiting teams that offers accurate and compliant global company and contact data and intelligence. The company said it increased its company information and contact information coverage in Europe this past year by 78% and 81%, respectively, and that its international revenues grew 75% year over year.
ZoomInfo, known mostly for its US data, is making a big push outside the US to increase its international market share and compete more head-to-head with others, like Dun & Bradstreet, as well as smaller regional players. The ZoomInfo Data Passport includes versions for Europe and North America, and a Global version that combines the full worldwide ZoomInfo dataset. These datasets cover businesses with over 100 employees and are GDPR and CCPA compliant, with the following reach:
- ZoomInfo Data Passport Europe : Covers 8.4+ million company records, 23.9+ million contact records, 8.6+ million direct-dial phone numbers, 2.9+ million mobile phone numbers, and 23.8+ million email addresses
- • ZoomInfo Data Passport North America Plus: Covers 25+ million company records, 126+ million contact records, 41+ million direct-dial phone numbers, 39+ million mobile phone numbers, and 105+ million email addresses
- ZoomInfo Data Passport Global : Covers 100+ million company records, 150+ million contact records, 50+ million direct-dial phone numbers, 41+ million mobile phone numbers, and 129+ million email addresses.
Analyst Rating: Positive. Through this announcement, ZoomInfo clearly shows its international expansion plans. Its work to get TrustArc GDPR and CCPA Practices Validation last April as well as the TRUSTe Enterprise Privacy Certification Seal last year became the pre-work to entering Europe in a larger way. ZoomInfo offered limited European data before this, and with the new dataset offering, the company is now a more attractive solution for European companies looking for sales, marketing, and recruiting company and contact data.
Winners and Losers. As ZoomInfo increases the size of its dataset outside the US, it will go more head-to-head with regional Company, Contact, and Personal Information providers. In Europe, this includes credit and risk data providers like CRIF and Cerved as well as smaller European players like Enento Group and New Work SE (formally Xing and the European equivalent of LinkedIn). These firms have more to lose now and need to compete not just on dataset size but also on quality. ZoomInfo will also now compete more directly with Moody’s and the combined D&B and Bisnode. This battle will play out in workflow tools; right now, D&B holds the edge with its extensive SMS offerings.
D&B acquired Bisnode in 2020 specifically to expand in Europe in terms of data, customers, and sales presence. D&B still holds the upper hand when it comes to tool breadth as well as sales presence in Europe.
alfaview
The future lies in digital event formats
(alfaview) Virtual conferences and trade fairs offer great added value for organizers and visitors regardless of the corona pandemic – digital event formats “of great benefit, not just in the pandemic”
Since the beginning of the Corona pandemic, the number of digital events has increased enormously, and at times communication and meetings took place almost exclusively online. There has been an increasing trend towards face-to-face events for some time now – experts are questioning whether this is the right path given the current social challenges: Digital event formats are “of great benefit, not only in the pandemic,” say scientists Timo Bollen and Heiko Brendel , who is involved with Scientists for Future, states: “The massive CO2 savings in particular speak for this.” International conferences and congresses in particular bring together numerous visitors from different countries, who often travel by plane. Flying is currently one of the most climate-damaging things people can do: “Since man-made global warming is the biggest crisis of our time, this type of mobility must be justified in a better way than tradition, habit or convenience,” say Brendel and Bollen.
The majority of the population is demanding more measures for climate protection. A current representative study by the digital association Bitkom shows that many Germans are ready for these changes, according to which 83 percent of German citizens are calling for all available technologies to be used to reduce CO2 emissions. More than three quarters of the population currently see climate change as one of the biggest and most pressing problems facing humanity and are calling for appropriate measures.
Virtual events are more inclusive. But it’s not just the environment that benefits from digital formats: events are often cheaper to realize and more inclusive, as there are lower barriers to attendance. It represents enormous progress, especially for the scientific community, when participation in conferences is no longer tied to physical presence and scientists from poorer regions of the world and content can be made accessible to a broader public, either live or afterwards as a recording. There is enormous potential for saving tax money that would otherwise be used for researchers’ travel and accommodation costs.
Implementation is easily possible with powerful video conferencing software. With powerful video conferencing platforms such as the GDPR-compliant alfaview software developed in Germany, conferences, trade fairs and other events can easily be implemented online or hybrid . The individual event structure with lecture and workshop rooms can be presented completely virtually, and public break rooms for informal networking are also available. Functions such as live transcription and translation as well as the use of a second camera or whiteboard offer additional advantages compared to an in-person event.
Deloitte
Future of media until 2030: Four scenarios from “Creators Heaven” to “Global Hotel California”
By Klaus Böhm, Deloitte*
Klaus Böhm
- Advertising, subscriptions, individual purchases or e-commerce – the revenue models in the media are changing and the industry is facing a turning point.
- Deloitte has developed four scenarios that show how the media industry could develop by 2030 – and what media companies can do today to become future-proof.
- Companies should now pay particular attention to new technology for payment processes, forms of advertising, customer preferences and strategic partnerships.
(Deloitte) The media industry is at a turning point. What is certain at the moment is that the way media companies make money will look different in 2030 than it does today. Advertising has long shown itself to be vulnerable to crises. Not least due to the difficult economic situation in many industries during the pandemic, many media companies are already struggling with volatile advertising revenue. On the other hand, consumers’ willingness to pay for premium content is on the rise. Every household in Germany now pays on average for two media subscriptions, and in the USA it is already four. In this country, the value is expected to double by the end of 2023.
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Before increasing willingness to pay and new technology.
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Deloitte has examined what media companies, advertisers, platform operators and other participants in the value chain will have to prepare for in the future. Using scenario analysis that goes beyond the usual planning horizon of three to five years, Deloitte has developed four extreme but realistic scenarios that show what the media world could look like in 2030. To this end, numerous expert interviews were conducted and natural language processing was used to identify the relevant social, technological, economic and political factors that have a decisive influence on market events.
However, five developments will influence the future of the media industry in all four scenarios. In 2030, content will be consumed almost exclusively online – by all age groups. New types of media playback devices will come onto the market and these will be used intensively both at home and on the go. In addition, consumers’ willingness to pay for high-quality content will continue to increase. In line with this, new micropayment technologies will make paying directly for films, news or music safer and easier. In the future, advertising effectiveness will be able to be determined with extremely high accuracy thanks to new adtech technologies.
When creating the four scenarios, the focus was on two key questions that will have a decisive impact on the media industry of the future: Who controls the loyalties of consumers – does the scenario move more towards an open ecosystem that is also freely accessible to smaller players and in which consumers find a wide range of products from which they can choose according to their individual preferences? Or is access to the market and therefore the variety of offers restricted by gatekeepers? The second key question is about where the media industry fits on the axis between global market dominance with a strong mainstream culture and locally influenced individuality.
Scenario 1: Creators Heaven. The media landscape here is a fragmented, open and innovative ecosystem with a large number of local content providers. Content is plentiful, easy to consume and cheap. Subscriptions are easy to cancel and individual transactions are common – thanks to direct, blockchain-based payment methods. Advertising is only relevant if it is maximally targeted. Regulation ensures competition and limits the market power of the large digital platform providers. The winners in this scenario are the content producers and the rights holders, who open up additional sources of revenue such as e-commerce and app purchases through their direct contact with consumers.
Scenario 2: Guided Freedom. In this scenario, the large platform operators dominate the market. On the one hand, their smart search and recommendation functions offer consumers orientation in the mass of content, but at the same time they shape a kind of global mainstream media culture. The major platforms differentiate themselves through sports broadcasting rights and exclusive content, some of which comes from partnerships with local media companies. In addition to subscription models with which consumers buy content as a package from the platforms, there is also free content that is “paid for” with data. Data is freely available to all market participants and, together with widespread AI technology, paves the way for targeted advertising. Aside from the large platforms, smaller, local media companies manage to monetize their content directly and with the help of blockchain-based technology and crowdfunding.
Scenario 3: Global Hotel California. The role of the hotel from the famous song is played here by the large platform operators. In a barely regulated media landscape, they can fully exploit their potential and are the central aggregator for content of all kinds. The most important sources of revenue are subscriptions and advertising. Individual purchases by consumers hardly play a role. In addition, the platform providers generate sales in the e-commerce sector. Local media companies are reduced to the role of pure content producers. For consumers, this scenario means, on the one hand, a wide range of content, which, however, is largely part of the global mainstream and leaves little room for local peculiarities and preferences.
Scenario 4: The incumbents strike back. The content offering in this scenario is limited and uninspired, which limits consumers’ willingness to pay. Strong regulation ensures that local champions are strengthened. National, traditional media and telecommunications companies are the dominant content aggregators and largely determine which content and formats are played out. The main source of revenue is subscriptions. Advertising only plays a minor role because market participants have little incentive to collect data and thus place targeted advertising. This media landscape is not very innovative. Even the premium content from the major platform providers hardly reaches consumers due to the strict regulations.
Which scenario the media industry finds itself in in 2030 depends not least on how the stakeholders position themselves now. It is important to keep the following five factors in mind:
- Legal and regulatory requirements: Global media companies in particular should follow developments closely and react early.
- Partnerships: Regardless of whether large providers want to make their content offerings diverse and attractive or smaller companies want to keep up with technical developments despite limited resources, everyone involved can benefit from strategic partnerships.
- Payment systems: Consumers’ willingness to pay is increasing. Now it is crucial to offer them convenient and secure payment functions. Micropayment and blockchain technologies will prevail and enable new business models.
- New advertising techniques: Target group-specific advertising is becoming increasingly important. However, legal requirements can severely limit the options here, so it may be worthwhile to push forward with the development of new tracking techniques.
- Changing user behavior: Preferences can change quickly and consumers are already moving much more confidently between offers.
*Head of Media & Entertainment
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