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StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан

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20 сентября в Киеве прошла лекция британского медиаисследователя Дэвида Бреннана (David Brennan) о том, как эффективно использовать телевидение в эру мультиэкранности. …

20 сентября в Киеве прошла лекция британского медиаисследователя Дэвида Бреннана (David Brennan) о том, как эффективно использовать телевидение в эру мультиэкранности.
Дэвид Бреннан известен тем, что в своих гипотезах и исследованиях опирается на нейромаркетинг. В Киеве он рассказал, как, с точки зрения психологии и особенностей функционирования человеческого мозга, работает телевизионная реклама. И как будет выглядеть ее будущее.
Кроме Дэвида Бреннана на встрече "Включаем мозг, или Роль телевидения в маркетинге 21 столетия" выступили признанные украинские эксперты по телевидению. Директор по стратегическому планированию и инновациям медиаагентства Агентства AITI/Carat Павел Таяновский рассказал о воздействии телевидения и рекламы на потребителя, а директор медиагентства ZenithOptimedia Денис Сторожук поделился своим многолетним опытом изучения эффективности ТВ как медиа для размещения рекламы.


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  • 1. Роль телебачення у маркетингу 21 сторіччя The Role of Television in 21st Century Marketing 20 вересня 2013, Київ
  • 2. DAVID BRENNAN – CAREER BACKGROUND • 35 years in media • Insight/Marketing/Strategy/Development roles • Mainly TV, but also digital, print and radio • 6 years at Thinkbox from launch • Spoken at 250+ major conferences • Won awards for media research, digital innovation and marketing effectiveness • Blog for Media Week and Mediatel • Recently published first book – ‘Connected Television’ (re-published as ‘TV’s Not Dead!’
  • 3. AGENDA 1. ‘THE DEATH OF TV’ 2. WHY DID TV SURVIVE? 3. WHAT HAVE WE LEARNED ABOUT TV ADVERTISING? 4. WHERE IS TV GOING?
  • 4. There’s a new • TV viewing at all-time high competitor to the dusty old box in the •corner of the room... We watch more ads – at normal speed – than ever before mobile TV is about to • Unparalleled response to TV content ads television launch–andand programmes will never be the •same! TV advertising - more effective than ever The Independent Newspaper September 2006
  • 5. Hitwise Twitter trends Repeat visits Uniques Comscore Bounce measures Shares Hits
  • 6. THE HUMAN MIND HUMAN BEHAVIOUR
  • 7. • TV campaign drives 20% of Virgin Atlantic revenues during campaign period alone • Campaign ROI = 10.60x • Brand TV ROI = 14.64x • Massive increases in; • awareness • brand preference • intentions to purchase • image dimensions etc.
  • 8. • One of the oldest retail brands in the UK – established 1864 • Years of declining sales + recession = major challenge • Well-known brand but never advertised on TV...until 2010! • The campaign won Marketing Week’s ‘Campaign of the Year’ and has reinvigorated the stores’ performance • Sales grew +10% in 2011 and + 20% in 2012. • Profits grew +60% in first 6 months of 2012
  • 9. Mute video from Engagement Study
  • 10. “During the worst recession since the 1930s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand. Running counter to the prevailing actions of the cut-price offers from competitors, T-Mobile used the recession to revitalise the brand and win over new high value contract customers. The ‘Life’s for sharing’ campaign was created to give people something they valued, to celebrate and share with their loved ones. A spontaneous dance at Liverpool Street Station was shared widely across television channels and online sites. The campaign led to unprecedented engagement in the brand, generating £15m in incremental sales and payback of £2.46 per £1 spent”. From IPA Advertising Effectiveness Award Paper, 2009
  • 11. Mute video from Engagement Study
  • 12. Need to get video of TV ad!
  • 13. • • • • • More TV Some social media ‘Lazy’ interactivity And… Screen Jumping
  • 14. 5 THINGS TO TAKE AWAY •People > Technology •Emotion > Rationality •Analogue > Digital •Eco-system > Replacement •Whole > Sum of the Parts
  • 15. david@medianative.tv
  • 16. Роль телебачення у маркетингу 21 сторіччя The Role of Television in 21st Century Marketing 20 вересня 2013, Київ