IPA Social Media Report
description
Transcript of IPA Social Media Report
The future of advertising and agencies in a networked society
Three possible scenarios
The worst case scenario
A £16bn revenue gap
What are social media?
‘The online tools and platforms that people use to share opinions,
insights, experiences and perspectives with each other.’
Source: Wikipedia
BloggingMessaging
Podcasting
Online video Wikis
Social networking
Social media and brand communications
Who uses social media?
New models of brand communications
Participation
New advertising formats
Separating the hype from the reality
High-involvement categories fare best
Creativity and innovation are at a premium
Humility is a virtue
Be ‘legal, decent, honest and truthful’
Do not infringe IP
A case example of social media integration
A case example of social media tracking
Did it just happen or was it planned?
Learning from academia
‘Expansiveness’
‘Popularity’
‘Reciprocity’
Network size is predictable
...as is network flow
…as is circulation between networks
Agencies and social media
The Delphi research
Predictive planning in social media
Scale of the opportunity
Estimated reach
Predicated pass-on levels
Levels of wear-out
When thinking about brand messaging over social networking in ten years’ time, what changes should agencies expect in terms of:
• Consumer behaviour?
• Responsibility?
• Control?
Predicting the future
“There will be a mix of consumer-granted and non-permission activity – people will expect advertising to be relevant to them though.”
Dissemination and permission
“It will be likely that people will sell ‘rent’ parts of their data to brands in return for better service and/or
discounts.”
Knowing the worth of your data
“Those who hustle to make a buck by forwarding irrelevant messages will be excluded or ignored!”
Rewarding brand advocates
Assessing the top-line business impact
Impact
Possible structure of the industry in 2016
Total commercial advertising 1996-2016
“Those agencies who innovate appropriately, in terms of their service and product offer, have potential for significant income growth in these new value-add areas.”
A final thought…