Connection planningness
DIGITALISATION
CHANGE IN TECHNOLOGY LED TOA CHANGE IN HOW PEOPLE USEMEDIA.          USE WHEREVER          USE WHENEVER          USE WHATE...
CHANGE IN TECHNOLOGY LED TOA CHANGE IN HOW PEOPLE USEMEDIA.          MAKE WHENEVER          MAKE WHATEVER          MAKE WH...
’’A NEW   MOBILE-SOCIAL-MEDIA-UNIVERSE        IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.
’’A NEW   MOBILE-SOCIAL-MEDIA-UNIVERSE        IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.’’                        ...
’’A NEW   MOBILE-SOCIAL-MEDIA-UNIVERSE                   IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.’’             ...
CONTROL
CONTROL
Possibilities which broaden the mediaexperience in two involving dimensions
Inter media view: in general people spend moretime with more media possibilities.
But people spend their time with mediadifferently.
Consumers are beginning in a very real sense toown our brands and participate in their creation.       We need to begin to...
consumer   consumer           producer           participant           multiplier           community
Effect on campaigns•   People decide individually where, when, what media,•   There is nog longer a set time when people c...
Effect on campaigns•   People decide individually where, when, what media,•   There is nog longer a set time when people c...
out with the old,in with the new.
out with the old,in with the new.
360°
365
365 – connection – ideas
365 – connection – ideas   Understanding everything as media   Attract an audience   Produce content   Create stuff with r...
Understand what is interesting and where abrand can play a role on 3 different levels.
Red Bull
More complex pathway
Change the media approach from pipelinesgaining volume to platforms gaining value.
Bing
Tesco
Demographic targetting          >Behavioral targetting
Behavioral targettingEffect on mediaplanning- currency?- staffing?- clients?- advertising agency?
Television key facts       Particular features• Large TV penetration : 98,5%• Dense cable network : 95,7% (CIM 10)• TWO TV...
TV Landscape NORTH
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Hype 2011 connection

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Hype 2011 connection

  1. 1. Connection planningness
  2. 2. DIGITALISATION
  3. 3. CHANGE IN TECHNOLOGY LED TOA CHANGE IN HOW PEOPLE USEMEDIA. USE WHEREVER USE WHENEVER USE WHATEVER
  4. 4. CHANGE IN TECHNOLOGY LED TOA CHANGE IN HOW PEOPLE USEMEDIA. MAKE WHENEVER MAKE WHATEVER MAKE WHEREVER
  5. 5. ’’A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.
  6. 6. ’’A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.’’ It will justBut the ‘old’ media will not just die.shrink and new media will become equal.
  7. 7. ’’A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THERISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.’’ It will justBut the ‘old’ media will not just die.shrink and new media will become equal. ’’As long as there are sofa’s, there will be TV.’’ Rupert Murdoch
  8. 8. CONTROL
  9. 9. CONTROL
  10. 10. Possibilities which broaden the mediaexperience in two involving dimensions
  11. 11. Inter media view: in general people spend moretime with more media possibilities.
  12. 12. But people spend their time with mediadifferently.
  13. 13. Consumers are beginning in a very real sense toown our brands and participate in their creation. We need to begin to learn to let go. A.G. Lafley, CEO and Chairman Procter & Gamble
  14. 14. consumer consumer producer participant multiplier community
  15. 15. Effect on campaigns• People decide individually where, when, what media,• There is nog longer a set time when people consume media. Quid prime time?• There is less big content which everyone loves. cfr blockbusters,• Quid convergence?• Quid multitasking?
  16. 16. Effect on campaigns• People decide individually where, when, what media,• There is nog longer a set time when people consume media. Quid prime time?• There is less big content which everyone loves. cfr blockbusters,• Quid convergence?• Quid multitasking?
  17. 17. out with the old,in with the new.
  18. 18. out with the old,in with the new.
  19. 19. 360°
  20. 20. 365
  21. 21. 365 – connection – ideas
  22. 22. 365 – connection – ideas Understanding everything as media Attract an audience Produce content Create stuff with richness Make stuff worth talking about = CONSUMER EXPERIENCE
  23. 23. Understand what is interesting and where abrand can play a role on 3 different levels.
  24. 24. Red Bull
  25. 25. More complex pathway
  26. 26. Change the media approach from pipelinesgaining volume to platforms gaining value.
  27. 27. Bing
  28. 28. Tesco
  29. 29. Demographic targetting >Behavioral targetting
  30. 30. Behavioral targettingEffect on mediaplanning- currency?- staffing?- clients?- advertising agency?
  31. 31. Television key facts Particular features• Large TV penetration : 98,5%• Dense cable network : 95,7% (CIM 10)• TWO TV-markets in BE : North & South • North: importance of the public channels (no advertising allowed) • South: importance of overflow from France (TF1)
  32. 32. TV Landscape NORTH
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