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Where is...
           advertising, TV production and
                         digital content headed?
                         TRC Glasgow september 29th 2009



Sunday, 4 October 2009
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
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
the good old days
                    ...we commanded attention




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



Sunday, 4 October 2009
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
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
                               declining or flat.
Sunday, 4 October 2009
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
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
  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
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
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. 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
We all care about the same thing


       Educate                       Inform




     Entertain                      Interact

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




Sunday, 4 October 2009
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
                           passive to hyperlinked
                          gestural tangible interfaces




Sunday, 4 October 2009
://Content/digital
  creation_collection_display_distribution
                         Scarcity to abundance
                           passive to hyperlinked
                          gestural tangible interfaces
                               Camera to synthetic CG



Sunday, 4 October 2009
://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
://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
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
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
“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
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
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
                    dominating the landscape




Sunday, 4 October 2009
://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 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
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

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T R C Researchers Day 09