0
Where is...
           advertising, TV production and
                         digital content headed?
                   ...
The facts...



                         “An advertising agency or ad agency is a
                         service busines...
We create ideas that move people


         We do ideas       We do ideas             We do ideas We do ideas             ...
the good old days
                    ...we commanded attention




               When we commanded 100% attention
Sunday...
Sunday, 4 October 2009
we solved problems



Sunday, 4 October 2009
we solved problems               hierarchical,
                              silos, specialist skills,
                   ...
We told stories...




Sunday, 4 October 2009
Sunday, 4 October 2009
Agency execs
                         became scared



Sunday, 4 October 2009
commissioning editors started worrying...




Sunday, 4 October 2009
Internet advertising accounted for over £3.3bn
                  in 2008. A 17% increase when other media is
             ...
consumer or viewer attention
   71% of the UK population are
   online and 44% doing so once
   a day...

   Internet is f...
And then the bankers screwed up




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
why should you care ?
  TV advertising funds a % of
  production... and it’s falling

  TV ad spend 21.9 % of ad spend in
...
In uncertain times when marketing budgets are
              being slashed interesting things are happening...

           ...
Changes happening




Sunday, 4 October 2009
The future and the past collide




Sunday, 4 October 2009
Brands become integral to entertainment
              and visa versa
   “There is a new social and economic
   landscape. ...
We all care about the same thing


       Educate                       Inform




     Entertain                      Int...
Opportunities to tell stories just exploded
                         Destinations           to     distribution

   produc...
Sunday, 4 October 2009
://Content/digital


Sunday, 4 October 2009
://Content/digital
  creation_collection_display_distribution




Sunday, 4 October 2009
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance




Sunday, 4...
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
             ...
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
             ...
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
             ...
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
             ...
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
             ...
technology changing our art
              mobile projection                            new internet cameras
              ...
technology changing our art
              mobile projection                            new internet cameras
              ...
“creativity is a core industry skill that
                           will become more highly prized and
                  ...
Transmedia storytelling


           Transmedia storytelling, as defined
           by Henry Jenkins in his 2006 book, is
...
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
a Social -Technology Revolution




Sunday, 4 October 2009
a Social -Technology Revolution


   simple | intuitive | inexpensive emerging platforms are
                    dominatin...
://EXAMPLES




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Started here...




Sunday, 4 October 2009
Original content




Sunday, 4 October 2009
Original content




Sunday, 4 October 2009
Original content




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
afp




Sunday, 4 October 2009
Branded channels




Sunday, 4 October 2009
who killed summer




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Circle of 8




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
://UGC




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
://keep eye on...




Sunday, 4 October 2009
Zuna vision




Sunday, 4 October 2009
http://www.youtube.com/watch?v=oACt9R9z37U


Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
://whatnow?
   1. get to know agencies, media, creative and PR
   2. Stay on top of trends - contagious news
   3. follow ...
Sunday, 4 October 2009
thank you.

Sunday, 4 October 2009
Sunday, 4 October 2009
Appendix




Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Sunday, 4 October 2009
Upcoming SlideShare
Loading in...5
×

T R C Researchers Day 09

846

Published on

Presentation to researchers at the TRC training day at C4 in Glasgow, Sept 09

1 Comment
0 Likes
Statistics
Notes
  • I would like to credit iftf.org as a valuable source for this presentation. recommend you read the future of video map pdf on the site. Also thanks to Contagious for some latest developments
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
846
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
9
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "T R C Researchers Day 09"

  1. 1. Where is... advertising, TV production and digital content headed? TRC Glasgow september 29th 2009 Sunday, 4 October 2009
  2. 2. The facts... “An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services.” Sunday, 4 October 2009
  3. 3. We create ideas that move people We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas Sunday, 4 October 2009
  4. 4. the good old days ...we commanded attention When we commanded 100% attention Sunday, 4 October 2009
  5. 5. Sunday, 4 October 2009
  6. 6. we solved problems Sunday, 4 October 2009
  7. 7. we solved problems hierarchical, silos, specialist skills, God-like creative directors and sharp suited account men drinking martini’s in the morning Sunday, 4 October 2009
  8. 8. We told stories... Sunday, 4 October 2009
  9. 9. Sunday, 4 October 2009
  10. 10. Agency execs became scared Sunday, 4 October 2009
  11. 11. commissioning editors started worrying... Sunday, 4 October 2009
  12. 12. Internet advertising accounted for over £3.3bn in 2008. A 17% increase when other media is declining or flat. Sunday, 4 October 2009
  13. 13. consumer or viewer attention 71% of the UK population are online and 44% doing so once a day... Internet is focusing their attention Sunday, 4 October 2009
  14. 14. And then the bankers screwed up Sunday, 4 October 2009
  15. 15. Sunday, 4 October 2009
  16. 16. Sunday, 4 October 2009
  17. 17. Sunday, 4 October 2009
  18. 18. Sunday, 4 October 2009
  19. 19. why should you care ? TV advertising funds a % of production... and it’s falling TV ad spend 21.9 % of ad spend in 2008 Currently 19.2 Online spend dominated by display and search 2009 Internet expected to exceed or get close to TV Sunday, 4 October 2009
  20. 20. In uncertain times when marketing budgets are being slashed interesting things are happening... - drive for more accountability - More money spent on TV -seeking new ways to tell stories this is the first recession since the internet had scale Sunday, 4 October 2009
  21. 21. Changes happening Sunday, 4 October 2009
  22. 22. The future and the past collide Sunday, 4 October 2009
  23. 23. Brands become integral to entertainment and visa versa “There is a new social and economic landscape. Multiple channels, new technologies, a less attentive consumer have made interruptive connection with consumers more and more difficult, the old collision-model of advertising is becoming increasingly anachronistic in a world of personalised media platforms. Branded content embraces these changes. Creating brand entertainment based on the things that really matter, consumers volunteer their attention.” BCMA Sunday, 4 October 2009
  24. 24. We all care about the same thing Educate Inform Entertain Interact Sunday, 4 October 2009
  25. 25. Opportunities to tell stories just exploded Destinations to distribution product AFP co-funded Original branded Funded placement content content channels film Sunday, 4 October 2009
  26. 26. Sunday, 4 October 2009
  27. 27. ://Content/digital Sunday, 4 October 2009
  28. 28. ://Content/digital creation_collection_display_distribution Sunday, 4 October 2009
  29. 29. ://Content/digital creation_collection_display_distribution Scarcity to abundance Sunday, 4 October 2009
  30. 30. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked Sunday, 4 October 2009
  31. 31. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked gestural tangible interfaces Sunday, 4 October 2009
  32. 32. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked gestural tangible interfaces Camera to synthetic CG Sunday, 4 October 2009
  33. 33. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked gestural tangible interfaces Camera to synthetic CG limited to ubiquitos interactions Sunday, 4 October 2009
  34. 34. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked gestural tangible interfaces Camera to synthetic CG limited to ubiquitos interactions 2D to immersive HD 4KHD and 3D Sunday, 4 October 2009
  35. 35. technology changing our art mobile projection new internet cameras photo realistic animation software avatars Cloud/ authoring social TV Bandwidth growth storage/ retrieval/ Editing in the cloud redistribution Everyday life streaming open source/open access/open standrds video DAM Mobile internet collection manaager meta tagging Auto indexing universal search Sunday, 4 October 2009
  36. 36. technology changing our art mobile projection new internet cameras photo realistic animation software avatars Cloud/ authoring social TV Bandwidth growth storage/ retrieval/ Editing in the cloud redistribution Everyday life streaming open source/open access/open standrds video DAM Mobile internet collection manaager meta tagging Auto indexing universal search Sunday, 4 October 2009
  37. 37. “creativity is a core industry skill that will become more highly prized and valued across the business in the future as the need to entertain and engage the consumer becomes central to to all brands” the Future Foundation and IPA 2007 Collaboration will be essential Agencies - producers- Geeks Sunday, 4 October 2009
  38. 38. Transmedia storytelling Transmedia storytelling, as defined by Henry Jenkins in his 2006 book, is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/ user/player's understanding of the story world. By using different media formats, it attempts to create "entrypoints" through which consumers can become immersed in a story world Sunday, 4 October 2009
  39. 39. Sunday, 4 October 2009
  40. 40. Sunday, 4 October 2009
  41. 41. Sunday, 4 October 2009
  42. 42. a Social -Technology Revolution Sunday, 4 October 2009
  43. 43. a Social -Technology Revolution simple | intuitive | inexpensive emerging platforms are dominating the landscape Sunday, 4 October 2009
  44. 44. ://EXAMPLES Sunday, 4 October 2009
  45. 45. Sunday, 4 October 2009
  46. 46. Sunday, 4 October 2009
  47. 47. Sunday, 4 October 2009
  48. 48. Sunday, 4 October 2009
  49. 49. Sunday, 4 October 2009
  50. 50. Sunday, 4 October 2009
  51. 51. Sunday, 4 October 2009
  52. 52. Started here... Sunday, 4 October 2009
  53. 53. Original content Sunday, 4 October 2009
  54. 54. Original content Sunday, 4 October 2009
  55. 55. Original content Sunday, 4 October 2009
  56. 56. Sunday, 4 October 2009
  57. 57. Sunday, 4 October 2009
  58. 58. Sunday, 4 October 2009
  59. 59. afp Sunday, 4 October 2009
  60. 60. Branded channels Sunday, 4 October 2009
  61. 61. who killed summer Sunday, 4 October 2009
  62. 62. Sunday, 4 October 2009
  63. 63. Sunday, 4 October 2009
  64. 64. Sunday, 4 October 2009
  65. 65. Sunday, 4 October 2009
  66. 66. Sunday, 4 October 2009
  67. 67. Circle of 8 Sunday, 4 October 2009
  68. 68. Sunday, 4 October 2009
  69. 69. Sunday, 4 October 2009
  70. 70. ://UGC Sunday, 4 October 2009
  71. 71. Sunday, 4 October 2009
  72. 72. Sunday, 4 October 2009
  73. 73. Sunday, 4 October 2009
  74. 74. Sunday, 4 October 2009
  75. 75. Sunday, 4 October 2009
  76. 76. Sunday, 4 October 2009
  77. 77. Sunday, 4 October 2009
  78. 78. Sunday, 4 October 2009
  79. 79. ://keep eye on... Sunday, 4 October 2009
  80. 80. Zuna vision Sunday, 4 October 2009
  81. 81. http://www.youtube.com/watch?v=oACt9R9z37U Sunday, 4 October 2009
  82. 82. Sunday, 4 October 2009
  83. 83. Sunday, 4 October 2009
  84. 84. Sunday, 4 October 2009
  85. 85. Sunday, 4 October 2009
  86. 86. Sunday, 4 October 2009
  87. 87. Sunday, 4 October 2009
  88. 88. Sunday, 4 October 2009
  89. 89. Sunday, 4 October 2009
  90. 90. Sunday, 4 October 2009
  91. 91. Sunday, 4 October 2009
  92. 92. ://whatnow? 1. get to know agencies, media, creative and PR 2. Stay on top of trends - contagious news 3. follow agency blogs 4. Promote your ideas and services 5. Get to know ofcom regs 6. Seek afp with commissioners 7. Understand social media power 8. Think transmedia and consider back stories 9. Look for ways which technology can deepen the engagement with stories 10. Pilot Sunday, 4 October 2009
  93. 93. Sunday, 4 October 2009
  94. 94. thank you. Sunday, 4 October 2009
  95. 95. Sunday, 4 October 2009
  96. 96. Appendix Sunday, 4 October 2009
  97. 97. Sunday, 4 October 2009
  98. 98. Sunday, 4 October 2009
  99. 99. Sunday, 4 October 2009
  100. 100. Sunday, 4 October 2009
  101. 101. Sunday, 4 October 2009
  102. 102. Sunday, 4 October 2009
  1. A particular slide catching your eye?

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

×