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Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland
 

Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland

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Presentació realitzada per Peter Boland, president d'Universal-McCann Espanya, dins de la jornada "CÚbicS: La transformació dels mitjans audiovisuals" sobre els canvis en el model de negoci i ...

Presentació realitzada per Peter Boland, president d'Universal-McCann Espanya, dins de la jornada "CÚbicS: La transformació dels mitjans audiovisuals" sobre els canvis en el model de negoci i publicitari que provoca el fet de que els mitjans estiguin cada cop més connectats.

La jornada es va realitzar el 2 de desembre de 2010 a l'Auditori del CaixaForum de Barcelona.

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    Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland Presentation Transcript

    • Advertising in the new audiovisualworld – 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? Interactive Ads in 2000 Olivetti’s Envision Multimedia kit in 1996
    • Consumers do not always “go the right way”
    • Markets are conversations The Cluetrain Manifesto (1999)DavidWeinberger Doc Searls
    • Technology will succeed if it serves people and their desire to socialize, communicate and play
    • There is more audio-visual content than ever and theconsumer is King!
    • And user-generated content is on the rise 100% 90% Upload my photos to a photo sharing website 80% Visit a photo sharing website 70% Upload video clip to video 60% sharing website 50% Watch video clips online 40% 30% 20% 10% 0% Wave 3 2008 Wave 4 2009 Wave 5 2010Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
    • A changing landscape MASS MEDIA DIGITAL MEDIA SOCIAL MEDIAUni-Directional Bi-Directional Multi-DirectionalTV, Print, Radio, OOH Interactive Participative 1995-2001 1950-1995 1995-2002 2002 …..
    • and Advertising is certainly in crisis• Loss of real effectiveness• Consumers are marketing-savvy• New rules: consumers want control• Change of model: from persuasion to influence
    • But “audio-visual” continues to gain ground % Var. SOS ‘09 % SOS ’09 vs ‘02 TV 2.368 42,4 +5,7 DAILIES 1.174 21,0 -25,7 MAGAZINES 402 7,2 -34,0 RADIO 537 9,6 +7,3 OUTDOOR 401 7,2 -5,0SUPPLEMENTS 69 1,2 -37,5 INTERNET 10,9 +721,3 610 CINEMA 0,4 -54,8 21 Source: Estimated Infoadex & IAB (Internet) 2009
    • Are advertisers & agencies changing the “chip”? Exposure Engagement Coverage & frequency Impact & participation Exposure Experience Awareness Percepction, motivation & habit Advertising Ideas Communication Ideas Isolated activity Integrated Solutions
    • Or just shouting above the noise!!!!!!
    • Media Awards Discussion24 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 centralde la comunicación deja de ser el mensaje publicitario sintético, sino un contenidono necesariamente breve, que vive en un espacio no necesariamente comprado,si publicitar deja de ser únicamente lanzar anuncios, sino establecer relacioneso conversaciones, entonces toda la industria deberá replantearse de arriba abajodesde sus cimientos, porque hay riesgo de derrumbamiento. En realidad, elderrumbamiento ya se ha producido. Si no nos parece más amenazador es porquesucede a cámara superlenta, y no percibimos un gran estruendo, pero el derrumbees colosal.”Postpublicidad, Daniel Solana
    • A truly integrated, personalised and specific approach
    • The challenges………..
    • Markets are conversations!!!http://www.youtube.com/watch?v=xh-XEPWts2A http://www.youtube.com/watch?v=VaJjPRwExO8
    • “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