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