Connection planningness

DIGITALISATION

CHANGE IN TECHNOLOGY LED TO

A CHANGE IN HOW PEOPLE USE

MEDIA.

USE WHEREVER

USE WHENEVER

USE WHATEVER

CHANGE IN TECHNOLOGY LED TO

A CHANGE IN HOW PEOPLE USE

MEDIA.

MAKE WHENEVER

MAKE WHATEVER

MAKE WHEREVER

’’

A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE

RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.

’’

A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE

RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.

’’

But the ‘old’ media will not just die. It will just

shrink and new media will become equal.

’’

A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE

RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.

’’

But the ‘old’ media will not just die. It will just

shrink and new media will become equal.

’’As long as there are sofa’s, there will be TV.’’

Rupert Murdoch

CONTROL

CONTROL

Possibilities which broaden the media

experience in two involving dimensions

Inter media view: in general people spend more

time with more media possibilities.

But people spend their time with media

differently.

Consumers are beginning in a very real sense to

own our brands and participate in their creation.

We need to begin to learn to let go.

A.G. Lafley, CEO and Chairman Procter & Gamble

consumer consumer

producer

participant

multiplier

community

Effect on campaigns

• People decide individually where, when, what media,

• There is nog longer a set time when people consume

media. Quid prime time?

• There is less big content which everyone loves. cfr

blockbusters,

• Quid convergence?

• Quid multitasking?

Effect on campaigns

• People decide individually where, when, what media,

• There is nog longer a set time when people consume

media. Quid prime time?

• There is less big content which everyone loves. cfr

blockbusters,

• Quid convergence?

• Quid multitasking?

out with the old,

in with the new.

out with the old,

in with the new.

360°

365

365 – connection – ideas

365 – connection – ideas

Understanding everything as media

Attract an audience

Produce content

Create stuff with richness

Make stuff worth talking about

= CONSUMER EXPERIENCE

Understand what is interesting and where a

brand can play a role on 3 different levels.

Red Bull

More complex pathway

Change the media approach from pipelines

gaining volume to platforms gaining value.

Bing

Tesco

Demographic targetting

>

Behavioral targetting

Behavioral targetting

Effect on mediaplanning

- currency?

- staffing?

- clients?

- advertising agency?

Television key facts

Particular features

•Large TV penetration : 98,5%

•Dense cable network : 95,7% (CIM 10)

•TWO TV-markets in BE : North & South

•North: importance of the public channels (no

advertising allowed)

•South: importance of overflow from France

(TF1)

TV Landscape NORTH