Advertising in UK –
market, trends, government
regulation, innovation
Mark Leaver
mark.leaver@uktispecialist.com
+44 (0)78...
Defining Advertising?
Advertising is a form of
communication intended to persuade
an audience (viewers, readers or
listene...
Defining Advertising?
Advertising in the UK
• 13,000 businesses in the sector
• Employs 250,000 people
• Produces £6.2 billion of the UK GVA
ann...
Advertising is important
Advertising funds 75% of commercial
television, 95% of national
press, 80% of magazines, and 95% ...
Advertising is important
Advertising locations
70% in London
6% in NW
UK Advertising
• Global market lead
• Household names (WPP, Saatchi etc)
• Recognisable output
UK Advertising
Advertising industry
Associations: Advertising Association,
IPA, IAB
Skills: Creative Skillset
Press: Campaign, Brand Repu...
Advertising Awards
D&AD as recognised gold standard
BIMA for interactive & digital
UK Advertising market
UK Advertising market
UK Advertising market
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
TOTAL
Pres...
% Share by medium of total ad revenue
0
10
20
30
40
50
60
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007...
Advertising – regulation issues
• Privacy / Data / Opt In
• Product placement / sponsorship
Advertising break
Advertising as driver of innovation
• War for attention
• Amplifies disruption
Key drivers – UK digital market
• 9th largest global internet population
• Highest per capita online spend in G20:
UK €156...
Key drivers
• World has changed
• Flexibility of digital
• Highly targeted
• Track ROI
• Generate dialogue
Impact of social media
• Impossible to overstate
• Interaction not broadcast
• Enable peer advocacy
• Generate exploitable...
Peer advocacy
Viral
• Cadburys Gorilla ad 2007
• Millions YouTube views
• Generated parody versions
• 6% sales uplift
• P&G 2012 14M vie...
BUT….
Avoiding advertising
• Second screen / multiplatform
• Triggered content – Shazam
• Premium service - Spotify
New platforms
• Google ($36Bn+ globally 2011)
• Facebook ($3.8Bn globally 2011)
• App / In game
• Mobile
New dialogues - Burberry
New dialogues - Dominos
New dialogues - Heineken
New dialogues - Cadbury
New formats - Blippar
New formats - Kiosked
New formats - Matmi
New formats - Vouchercloud
Likely FDI prospects:
Major ad agencies have London
presence so:
• Audience measurement
• Audience engagement
• Creative i...
Thank you
Mark Leaver
mark.leaver@uktispecialist.com
+44 (0)7884 490937
@mark_leaver
Upcoming SlideShare
Loading in...5
×

Advertising briefing tour presentation oct12

252

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
252
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Mobile = 17.9% of online ordersMay 2011 App had generated £10M 2nd screen gaming linked to football
  • Transcript of "Advertising briefing tour presentation oct12"

    1. 1. Advertising in UK – market, trends, government regulation, innovation Mark Leaver mark.leaver@uktispecialist.com +44 (0)7884 490937
    2. 2. Defining Advertising? Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action, usually to purchase or consume a product or service.
    3. 3. Defining Advertising?
    4. 4. Advertising in the UK • 13,000 businesses in the sector • Employs 250,000 people • Produces £6.2 billion of the UK GVA annually
    5. 5. Advertising is important Advertising funds 75% of commercial television, 95% of national press, 80% of magazines, and 95% of commercial radio in the UK. It also drives innovation.
    6. 6. Advertising is important
    7. 7. Advertising locations 70% in London 6% in NW
    8. 8. UK Advertising • Global market lead • Household names (WPP, Saatchi etc) • Recognisable output
    9. 9. UK Advertising
    10. 10. Advertising industry Associations: Advertising Association, IPA, IAB Skills: Creative Skillset Press: Campaign, Brand Republic Industry built on renowned creative
    11. 11. Advertising Awards D&AD as recognised gold standard BIMA for interactive & digital
    12. 12. UK Advertising market
    13. 13. UK Advertising market
    14. 14. UK Advertising market
    15. 15. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 TOTAL Press TV Internet Outdoor & Transport Radio Cinema Advertising Revenue by Medium 2000-2011 £m Source: AA/Warc – Based on current prices * Total revenue figure excludes all sponsorship. TV figure includes sponsorship, Radio includes branded content
    16. 16. % Share by medium of total ad revenue 0 10 20 30 40 50 60 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Press TV Internet Outdoor & Transport Radio Cinema % Source: Advertising Association Expenditure Report 1995-2011 Note: Figures are at current prices and gross.
    17. 17. Advertising – regulation issues • Privacy / Data / Opt In • Product placement / sponsorship
    18. 18. Advertising break
    19. 19. Advertising as driver of innovation • War for attention • Amplifies disruption
    20. 20. Key drivers – UK digital market • 9th largest global internet population • Highest per capita online spend in G20: UK €1563 • 58% smartphone penetration • 24.7M UK consumers using m- commerce • 12% UK households own iPad / tablet • 37.4MFacebookusers
    21. 21. Key drivers • World has changed • Flexibility of digital • Highly targeted • Track ROI • Generate dialogue
    22. 22. Impact of social media • Impossible to overstate • Interaction not broadcast • Enable peer advocacy • Generate exploitable data • Viral
    23. 23. Peer advocacy
    24. 24. Viral • Cadburys Gorilla ad 2007 • Millions YouTube views • Generated parody versions • 6% sales uplift • P&G 2012 14M views / 2M+ shares
    25. 25. BUT….
    26. 26. Avoiding advertising • Second screen / multiplatform • Triggered content – Shazam • Premium service - Spotify
    27. 27. New platforms • Google ($36Bn+ globally 2011) • Facebook ($3.8Bn globally 2011) • App / In game • Mobile
    28. 28. New dialogues - Burberry
    29. 29. New dialogues - Dominos
    30. 30. New dialogues - Heineken
    31. 31. New dialogues - Cadbury
    32. 32. New formats - Blippar
    33. 33. New formats - Kiosked
    34. 34. New formats - Matmi
    35. 35. New formats - Vouchercloud
    36. 36. Likely FDI prospects: Major ad agencies have London presence so: • Audience measurement • Audience engagement • Creative innovation • Effectiveness / ROI
    37. 37. Thank you Mark Leaver mark.leaver@uktispecialist.com +44 (0)7884 490937 @mark_leaver
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×