Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland
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Transcript of Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland
Advertising in the new audiovisual world – a reality check!
02/12/2010
Peter Boland
My hypothesis:
Brands (and their agencies) still think and act as TV advertisers and the “Audio-visual Revolution” will be an evolution
Agenda
New consumer expectations and new technologies that open new opportunities
The transformation is not immediate
Some practical examples
The challenges ahead
New HbbTV Landscape?
New?
Olivetti’s EnvisionMultimedia kit in 1996
Interactive Ads in 2000
Consumers do not always “go the right way”
Doc Searls
David Weinberger
Markets are conversationsThe Cluetrain Manifesto (1999)
Technology will succeed if it serves people and their desire to socialize, communicate and play
There is more audio-visual content than ever and the consumer is King!
And user-generated content is on the rise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 3 2008 Wave 4 2009 Wave 5 2010
Upload my photos to a photo sharing website
Visit a photo sharing website
Upload video clip to video sharing website
Watch video clips online
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
MASS MEDIA
1950-1995
Uni-Directional
TV, Print, Radio, OOH Interactive
DIGITAL MEDIA
Bi-Directional
SOCIAL MEDIA
2002 …..
Multi-Directional
Participative
1995-2001
1995-2002
A changing landscape
and Advertising is certainly in crisis
• Loss of real effectiveness
• Consumers are marketing-savvy
• New rules: consumers wantcontrol
• Change of model: frompersuasion to influence
But “audio-visual” continues to gain ground
2.368
1.174
402
537
401
69
610
21
TV
DAILIES
MAGAZINES
RADIO
OUTDOOR
SUPPLEMENTS
INTERNET
CINEMA
% SOS ’09% Var. SOS ‘09
vs ‘02
Source: Estimated Infoadex & IAB (Internet) 2009
42,4
21,0
7,2
9,6
7,2
1,2
10,9
0,4
+5,7
-25,7
-34,0
+7,3
-5,0
-37,5
+721,3
-54,8
Exposure Engagement
Are advertisers & agencies changing the “chip”?
Coverage & frequency
Exposure
Awareness
Advertising Ideas
Isolated activity
Impact & participation
Experience
Percepction, motivation & habit
Communication Ideas
Integrated Solutions
Or just shouting above the noise!!!!!!
Media Awards Discussion
24 June 2009
“Si la evolución de la publicidad nos lleva cada vez más a acciones globales,
integradas, centradas en un contenido “yin” capaz de atraer, si el elemento central
de la comunicación deja de ser el mensaje publicitario sintético, sino un contenido
no necesariamente breve, que vive en un espacio no necesariamente comprado,
si publicitar deja de ser únicamente lanzar anuncios, sino establecer relaciones
o conversaciones, entonces toda la industria deberá replantearse de arriba abajo
desde sus cimientos, porque hay riesgo de derrumbamiento. En realidad, el
derrumbamiento ya se ha producido. Si no nos parece más amenazador es porque
sucede a cámara superlenta, y no percibimos un gran estruendo, pero el derrumbe
es colosal.”
Postpublicidad, Daniel Solana
A truly integrated, personalised and specific approach
The challenges………..
Markets are conversations!!!
http://www.youtube.com/watch?v=VaJjPRwExO8
http://www.youtube.com/watch?v=xh-XEPWts2A
“Health-check” on agencies’ progress
Creative agencies too reliant on “old model” for income and attracting talent
Interactive agencies seen as niche and “techy” – not strategic but channel specific
Media and DM agencies starting to “bridge both worlds” strategically – short on creative input
Marketing services groups struggling to align and manage appropriate resources and skill sets in a profitable or credible way
Gracias