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
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
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
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
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
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
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