Advertising briefing tour presentation oct12
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Advertising briefing tour presentation oct12

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  • Mobile = 17.9% of online ordersMay 2011 App had generated £10M 2nd screen gaming linked to football

Advertising briefing tour presentation oct12 Advertising briefing tour presentation oct12 Presentation Transcript

  • Advertising in UK – market, trends, government regulation, innovation Mark Leaver mark.leaver@uktispecialist.com +44 (0)7884 490937
  • 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.
  • Defining Advertising?
  • Advertising in the UK • 13,000 businesses in the sector • Employs 250,000 people • Produces £6.2 billion of the UK GVA annually
  • 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.
  • 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 Republic Industry built on renowned creative
  • 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 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
  • % 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.
  • 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 €1563 • 58% smartphone penetration • 24.7M UK consumers using m- commerce • 12% UK households own iPad / tablet • 37.4MFacebookusers
  • 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 data • Viral
  • Peer advocacy
  • Viral • Cadburys Gorilla ad 2007 • Millions YouTube views • Generated parody versions • 6% sales uplift • P&G 2012 14M views / 2M+ shares
  • 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 innovation • Effectiveness / ROI
  • Thank you Mark Leaver mark.leaver@uktispecialist.com +44 (0)7884 490937 @mark_leaver