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 Rev...
Agenda New consumer expectations and new technologies that open new opportunities The transformation is not immediate Some...
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                                       ...
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%                                                      ...
A changing landscape    MASS MEDIA           DIGITAL MEDIA      SOCIAL MEDIAUni-Directional         Bi-Directional   Multi...
and Advertising is certainly in crisis•   Loss of real effectiveness•   Consumers are marketing-savvy•   New rules: consum...
But “audio-visual” continues to gain ground                                                                              %...
Are advertisers & agencies changing the “chip”?        Exposure                             Engagement  Coverage & frequen...
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” c...
A truly integrated, personalised and specific approach
The challenges………..
Markets are conversations!!!http://www.youtube.com/watch?v=xh-XEPWts2A                                             http://...
“Health-check” on agencies’ progress  Creative agencies too reliant on “old model” for income and  attracting talent  Inte...
Gracias
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
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
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
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
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
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
Jornada CÚbicS: Advertising in the new audiovisual world, a reality check! - Peter Boland
Upcoming SlideShare
Loading in …5
×

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

485 views
446 views

Published on

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.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
485
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Advertising in the new audiovisualworld – a reality check! 02/12/2010 Peter Boland
  2. 2. My hypothesis: Brands (and their agencies) still think and act as TV advertisers and the “Audio- visual Revolution” will be an evolution
  3. 3. Agenda New consumer expectations and new technologies that open new opportunities The transformation is not immediate Some practical examples The challenges ahead
  4. 4. New HbbTV Landscape?
  5. 5. New? Interactive Ads in 2000 Olivetti’s Envision Multimedia kit in 1996
  6. 6. Consumers do not always “go the right way”
  7. 7. Markets are conversations The Cluetrain Manifesto (1999)DavidWeinberger Doc Searls
  8. 8. Technology will succeed if it serves people and their desire to socialize, communicate and play
  9. 9. There is more audio-visual content than ever and theconsumer is King!
  10. 10. 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?”
  11. 11. 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 …..
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Or just shouting above the noise!!!!!!
  16. 16. Media Awards Discussion24 June 2009
  17. 17. “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
  18. 18. A truly integrated, personalised and specific approach
  19. 19. The challenges………..
  20. 20. Markets are conversations!!!http://www.youtube.com/watch?v=xh-XEPWts2A http://www.youtube.com/watch?v=VaJjPRwExO8
  21. 21. “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
  22. 22. Gracias

×