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  • 1. Where is... advertising, TV production and digital content headed? TRC Glasgow september 29th 2009 Sunday, 4 October 2009
  • 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. 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. the good old days ...we commanded attention When we commanded 100% attention Sunday, 4 October 2009
  • 5. Sunday, 4 October 2009
  • 6. we solved problems Sunday, 4 October 2009
  • 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. We told stories... Sunday, 4 October 2009
  • 9. Sunday, 4 October 2009
  • 10. Agency execs became scared Sunday, 4 October 2009
  • 11. commissioning editors started worrying... Sunday, 4 October 2009
  • 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. 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. And then the bankers screwed up Sunday, 4 October 2009
  • 15. Sunday, 4 October 2009
  • 16. Sunday, 4 October 2009
  • 17. Sunday, 4 October 2009
  • 18. Sunday, 4 October 2009
  • 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. 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. Changes happening Sunday, 4 October 2009
  • 22. The future and the past collide Sunday, 4 October 2009
  • 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. We all care about the same thing Educate Inform Entertain Interact Sunday, 4 October 2009
  • 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. Sunday, 4 October 2009
  • 27. ://Content/digital Sunday, 4 October 2009
  • 28. ://Content/digital creation_collection_display_distribution Sunday, 4 October 2009
  • 29. ://Content/digital creation_collection_display_distribution Scarcity to abundance Sunday, 4 October 2009
  • 30. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked Sunday, 4 October 2009
  • 31. ://Content/digital creation_collection_display_distribution Scarcity to abundance passive to hyperlinked gestural tangible interfaces Sunday, 4 October 2009
  • 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. ://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. ://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. 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. 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. “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. 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. Sunday, 4 October 2009
  • 40. Sunday, 4 October 2009
  • 41. Sunday, 4 October 2009
  • 42. a Social -Technology Revolution Sunday, 4 October 2009
  • 43. a Social -Technology Revolution simple | intuitive | inexpensive emerging platforms are dominating the landscape Sunday, 4 October 2009
  • 44. ://EXAMPLES Sunday, 4 October 2009
  • 45. Sunday, 4 October 2009
  • 46. Sunday, 4 October 2009
  • 47. Sunday, 4 October 2009
  • 48. Sunday, 4 October 2009
  • 49. Sunday, 4 October 2009
  • 50. Sunday, 4 October 2009
  • 51. Sunday, 4 October 2009
  • 52. Started here... Sunday, 4 October 2009
  • 53. Original content Sunday, 4 October 2009
  • 54. Original content Sunday, 4 October 2009
  • 55. Original content Sunday, 4 October 2009
  • 56. Sunday, 4 October 2009
  • 57. Sunday, 4 October 2009
  • 58. Sunday, 4 October 2009
  • 59. afp Sunday, 4 October 2009
  • 60. Branded channels Sunday, 4 October 2009
  • 61. who killed summer Sunday, 4 October 2009
  • 62. Sunday, 4 October 2009
  • 63. Sunday, 4 October 2009
  • 64. Sunday, 4 October 2009
  • 65. Sunday, 4 October 2009
  • 66. Sunday, 4 October 2009
  • 67. Circle of 8 Sunday, 4 October 2009
  • 68. Sunday, 4 October 2009
  • 69. Sunday, 4 October 2009
  • 70. ://UGC Sunday, 4 October 2009
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  • 75. Sunday, 4 October 2009
  • 76. Sunday, 4 October 2009
  • 77. Sunday, 4 October 2009
  • 78. Sunday, 4 October 2009
  • 79. ://keep eye on... Sunday, 4 October 2009
  • 80. Zuna vision Sunday, 4 October 2009
  • 81. http://www.youtube.com/watch?v=oACt9R9z37U Sunday, 4 October 2009
  • 82. Sunday, 4 October 2009
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  • 88. Sunday, 4 October 2009
  • 89. Sunday, 4 October 2009
  • 90. Sunday, 4 October 2009
  • 91. Sunday, 4 October 2009
  • 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. Sunday, 4 October 2009
  • 94. thank you. Sunday, 4 October 2009
  • 95. Sunday, 4 October 2009
  • 96. Appendix Sunday, 4 October 2009
  • 97. Sunday, 4 October 2009
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  • 102. Sunday, 4 October 2009