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Storytelling and TV Advertising (No Story, No Glory)

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This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising. …

This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising.

Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well".

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Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.

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Transcript

  • 1. Alain Thys
    “No Story, No Glory”
    FUTURELAB
  • 2. The $200 billion question
    How do we go fromimposingourselvestobeing embraced?
    FUTURELAB
    (*) 2012 Global TV advertising forecast = $202bn, Zenith Optimedia December 2010
  • 3. Or being even more ambitious
    Can we get peopletohit pauseinstead of fast forward
    FUTURELAB
  • 4. #ChangeMarketing:
    I don’t have all the answers, but I’mwillingto look forthem.
  • 5. FUTURELAB
    5 Suggestions
    from the world of storytelling
  • 6. FUTURELAB
    Theywillrequireco-operation
    Brands, agenciesand TV stations needtodevelop a new approach
  • 7. Orthodoxieswillneedtobechallenged
    Especiallyiftheystopped making sense
    FUTURELAB
  • 8. FUTURELAB
    But considering the prize, the effort is worthit
    Whatifconsumersembracedourmessageswillingly?
  • 9. FUTURELAB
    Suggestion #1
    Take your time
  • 10. Let’s face it:
    Only a genius
    can tell a story
    in 30 seconds
    or less.
    For Sale: Baby shoes, never worn
    FUTURELAB
  • 11. http://www.angryalien.com/0604/titanicbunnies.html
    Case: Titanic is a great story, but
    It justisn’t the same in 30 seconds
    FUTURELAB
  • 12. FUTURELAB
    We will continue with this programme after these important messages.
    Sowhy do we hurry? Where did the 30 second spot come from?
  • 13. FUTURELAB
    Orthodoxy alert
    Pat Weaver
    & Leonard Lavin
  • 14. FUTURELAB
    Orthodoxy alert
    As advertising industrialised, the logic becameentrenched in the system
  • 15. Whatif?
    The 30 second orthodoxy didn’texist?
    You had the time you needed to tell the story?
    http://www.youtube.com/watch?v=BMjoEFyWn8w
    FUTURELAB
  • 16. Suggestion #1
    Make sure you have the time you need to tell your story
    FUTURELAB
  • 17. FUTURELAB
    Suggestion#2
    Consider context
  • 18. Every storyteller asks:
    • Who is my audience ?
    • 19. Why are they coming ?
    • 20. What is on their mind ?
    FUTURELAB
  • 21. FUTURELAB
    Ifyouforgettoaskthem,
    Things go wrong
  • 22. FUTURELAB
    “YEAEEEH!!”
    Some time ago, my son and I had the house to ourselves
  • 23. Movie Night
    Minimum effort, maximum explosions
    Don’t worry Mrs. Thys, I’ll take care of your boys.
    FUTURELAB
  • 24. FUTURELAB
    We had it sorted
    +
    +
    =
  • 25. On the edge of our seats
    OMG Will’s in trouble, how will he EVER get out of thiscarchasealive???
    FUTURELAB
  • 26. FUTURELAB
    Time forsome important messages on the benefits of well-fitting female hygiene products.
  • 27. FUTURELAB
    What’s wrong withthis picture?
    +
    +
    +
    Femalehygiene
    Popcorn
    Will Smith
    2 guys
  • 28. Impact requires context
    Yesterday’shomogeneousaudience has fragmentedintohundreds of subsets.
    FUTURELAB
  • 29. Impact requires context
    Today’sfragmentedaudiencemakes context more important than ever (Mediapost, March 2011)
    Context effects are more pronounced for TV
    Context effects more pronounced in interrupting than shoulder blocks
    Positive valenced context improves ad effectiveness
    Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247
    FUTURELAB
  • 30. Someremarkablepractices
    FUTURELAB
  • 31. Suggestion #2
    Don’t just plan based on
    (average) numbers.
    Make sure your creativity matches
    the context of the programme.
    FUTURELAB
  • 32. FUTURELAB
    Suggestion#3
    Be meaningful
  • 33. FUTURELAB
    Orthodoxy alert:
    Onceupon a time, advertising content matteredtous
  • 34. FUTURELAB
    Today
    The bath tub is full
  • 35. Image: (c) Adambooth
    The commercial messages we oncewelcomed, lost their appeal.
    Share of voice
    has become
    Share of noise
    FUTURELAB
  • 36. Great storytellers continuouslyadapttheirmessage
    As we move on andour interests change, so does their story
    FUTURELAB
  • 37. If we risk tuning out, theydon’tshoutlouder
    Theyanticipatewith plot-twists and different formats
    Luke, I amyourfather.
    FUTURELAB
  • 38. Don’tbe a GRP addict, yetfind new waystogiveyouradsmeaning
    If I giveyou 30” of my life, what are youoffering me in return?
  • 39. Suggestion #3
    Plan forreach, but aimfor impact.
    Talk aboutthingsthat have real meaningtoyouraudience.
    FUTURELAB
  • 40. FUTURELAB
    Suggestion#4
    Invite the audience
  • 41. Great storytellers
    Invite audiencestosit down and listen
    FUTURELAB
  • 42. FUTURELAB
    Advertisements
    Tryto catch our attention whilewe’redoingsomethingelse
  • 43. Remember the soaps?
    Invite audiences
    tocome
    to you
    FUTURELAB
  • 44. Joinforceswithyouraudience’sfavourite storytellers
    Encouragechannelstocome up withquality product shows
    FUTURELAB
  • 45. Joinforceswithyouraudience’sfavourite storytellers
    Consider product placement that fits the narrative
    FUTURELAB
  • 46. Or invite themto listen to a story youcraftyourself
    Leverage the webisode concept to digital TV
    FUTURELAB
  • 47. Suggestion #4
    Invite youraudiencetosit down
    andgiveyoutheirundivided attention
    FUTURELAB
  • 48. FUTURELAB
    Suggestion#5
    Go Transmedia
  • 49. Every story seeksto share itself
    Ifitdoesn’t spread, it’s dead (H.Jenkins)
    FUTURELAB
  • 50. FUTURELAB
    This is proven bydevelopments in social TV
    Live televisionbringsuniteswholetribes on Twitter, Facebook, etc.
  • 51. Many brands wouldliketo center these conversations on them
    Leveragepromoters, createpositive WOM, “buzz.
  • 52. But there’sjustsolittletotalk about
    Whatcanyou say aboutthis?
    http://www.youtube.com/watch?v=pnfHDp19k5s
    FUTURELAB
  • 53. Media neutrality (simplified)
    A single ideaiteratedacrossalltouchpoints
    We allsee the same content = no conversationvalue
    FUTURELAB
    Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
  • 54. If you want me to talk about you.
    Tell me a story
    that makes my conversations more interesting
  • 55. Thisrequiresremarkable content
    Considerthis classic from 2004
    http://www.youtube.com/watch?v=toD0WzAbb3I
    FUTURELAB
  • 56. But one story doesn’t cut it in the fragmentedmediascape
    Transmedia storytellers create multiple entrypoints to the same story
    • Six seasons on TV (144 episodes)
    • 57. Online & mobile episodes
    • 58. Seasonprequels
    • 59. 5 graphicnovels
    • 60. Games (mobile, boardgame, online, trading card)
    • 61. 11 Paperback novels
    • 62. Series of companionbooks
    • 63. Action figures
    • 64. Feature film (upcoming)
    • 65. Massive amounts of web & fan content
    FUTURELAB
  • 66. Transmedia planning (oversimplified)
    Multiple representations of a story across≠ touchpoints
    FUTURELAB
    We canallsee different content and are part of the conversation
    Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
  • 67. How Nokia gotits Emmy nomination
    Imagineadding TV to the mix
    FUTURELAB
  • 68. Suggestion #5
    Use Transmedia planning to:
    • capture attention acrosschannels,
    • 69. drive conversations,
    • 70. make people part of the story
    FUTURELAB
  • 71. Summary
    # 1 Take your time
    # 2 Consider context
    # 3 Be meaningful
    # 4 Invite the audience
    # 5 Go transmedia
    FUTURELAB
  • 72. A finalthought
    FUTURELAB
  • 73. A finalthought
    Storytelling is a craft
    “it takes 10,000 hours of practicetobecome a genius”
    FUTURELAB
  • 74. FUTURELAB
    Learnbydoing
    Set up brand-agency-media dialogues
    Experiment in story and medialabs
    Involve architects/puppetmasters
    Try out new planning systems
    Call me 
  • 75. FUTURELAB
    Andaboveall, adopt a mindsettoonlycreateads
    Thatyouraudiencewouldembrace
  • 76. Start a conversation
    Alain Thys
    www.futurelab.net
    www.alainthys.com
    Twitter: @FLB_alainthys
    FUTURELAB