Future of Advertising (Digitalage Workshop 04-05-2010)

Future of Advertising New Generation Agencies by Köksal Abdurrahmanoğlu a digitally enhanced marketer MCI Digitalage Workshop 04 / 05 / 2010

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The Best Oldest & Newest forms of Communic-ation: WOM & Internet

reaching 50 million audience Radio 38 yrs TV 13 yrs Internet 4 yrs iPod 3 yrs Facebook 2 yrs

Internet & Digital Marketing stats
(World & Turkey)

adinteractive Internet and Digital Marketing Stats 04.2010

Facts and Figures: Turkey

Internet in Turkey: Facts & figures
The Internet has been available in Turkey since 1992.
Turkey has the 7th largest online population in Europe
26.5 million users*
Internet penetration rate is 34,5%
2000-2009 user growth rate is 1225% (**)
Turkey has the youngest population of any country in Europe, with its youthful orientation in contrast to the rapidly aging countries of Western Europe.
This means that we can expect uptake of new technology to be far faster than in other countries, as we are currently experiencing.
Turkey has come relatively late in building a mass internet market, but its pace of growth is exceptional and will continue to be so.
(*) Comscore, 2009 (**) Internet World Stats

Internet in Turkey: Facts & figures
The Turkish IT market is forecast to achieve a compound annual growth rate (CAGR) of 12% during the 2010-2014 forecast period .
There is 3 million 3G mobile internet subscriptions in Turkey
Source: Marketing Research
TMCnet

Top Visiting Web Sites in Turkey Source: Comscore, March 2010

Highest level of engagement in Europe As the proportion on broadband rapidly rises, the already high levels of engagement will increase.

Social networking the second most popular online activity (*)
In May 2009, 14.4 million Turkish Internet users visited a social networking site, representing a 79.6 percent reach of the total online population.
(*) Comscore, July 2009

Turkey & Facebook
Turkey has the 3rd largest population on Facebook.
Source: www.checkbook.com 65 % of the Turkish Facebook population is aged 18-34.

Turkey & Facebook
Turkey has the fastest growing Facebook population in Europe.
Source: www.insidefacebook.com

28 million users
Second largest in the world
Turkey & Windows Live Messenger

Facts and Figures: World

World Internet Usage & Population Statistics Source: Internet World Stats

World Internet Penetration Rates Source: Internet World Stats

US Interactive Marketing Spend
According to the statistics the social media spend will be hitting $716m at the end of this year and will increase to $3bn in five years.
The compound annual growth rate (CAGR) for social media is predicted to be the highest at 34% compared to all other types of interactive strategies.
Following right behind is mobile marketing (27%), Display advertising (17%) and Search marketing (15%).
Source: 77 Lab News

US Interactive Marketing Spend Source: Forrester

Europe Interactive Marketing Spend
136.1 million Europeans will be online in the five largest European Union countries including France, Germany, Italy, Spain, the UK and advertisers will spend $7.5 billion to reach all Western Europeans, up 25% from $6.0 billion last year.
Source: Research and markets

Average Time Spent On Web
The number of unique visitors to social networking services grew almost 30%, climbing from 244.2 million to 314.5 million year-on-year in February 2010 .
In Italy the average time spent on social sites is nearly 6 hours 28 minutes.
In Australia the average time spent on social sites is nearly 6 hours 26 minutes.
And US follows Italy and Australia with an average time spent on social sites nearly 6 hours 3 minutes.
Source: Nielson

Growth of Mobile Web
W e'll see more than a billion mobile devices connected to the web by the end of 2010.
T he growth rate of mobile devices is 2.5 times that of PCs .
In 2010, 200 million smartphones will ship, representing 16% of the market. By 2013, that figure will rise to 20% or more .
In 2010, 200 million more smartphones will ship, representing 16% of the market. By 2013, that figure will rise to 20% or more
In September 2009 AdMob received more than 100 million ad requests from 14 countries, and more than 10 million ad requests from 64 countries.
Total social networking access via mobile browsers on all mobile phones rose to 11.1% — this was up from 6.5% in 2009. Most of this growth was in the uptick in smartphone usage
Source: IDC

Number of Mobile Subscribers Accessing Facebook, Myspace and Twitter via Mobile Browsers Source: comScore

Number of Smartphone Owners in 2009
Nokia : 16.15 million RIM : 8.52 million Apple : 7.04 million HTC : 2.65 million Samsung : 1.32 million Others : 5.36 million Overall : 41.067 million
Source: Gartner

adinteractive Internet and Digital Marketing Stats 04.2010

Consumer Evolution of

How do new consumers find out about new products or services?  click

Consumer Before...

Consumer is King! so listen...

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Media Evolution of

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Advertising Evolution of

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NEWS FLASH! End of Advertising as we know it is here! Advertising will change more in 5 years than previous 50

Here lies the A dvertising A gency It struggled for years to remain relevant in the face of changing consumers, media habits and fierce competition. It was too big and too slow to be nimble, and reluctant to walk away from its heritage of thirty second spots. It died S tubborn and A lone.

So... What is the Future of Advertising?

Not the Advertising we knew!

Not yet!

Future of Advertising is...

Marketing

Marketing A new kind of

M edia & Consumer … With new kinds of

PINNACLE of ? MARKETING

Not any- more

Create brand fans!

HOW ? Make their lives BETTER! by doing things WITH & FOR PEOPLE

engaging connecting delivering content interacting RO Involvement intimate gestures revealing interrupting directing shouting reacting RO Investment big promises explaining

Marketing is… N ew way of supportive playful customizable informative honest engaging personal collaborative generous experimental helpful adventurous

6 degrees of seperation...

ok is now 3 degrees!

Brands beware!

New Advertising Examples of

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Agencies Evolution of

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Career Evolution in Ex-Agencies

Tradi-tional /Crea-tive Agency Production Media Content Strategy PR Event Analysis Creative } Inhouse } Outsource

Digi-tal Age-ncy Production Media Content Strategy PR Event Analysis Creative } Inhouse } Outsource

Technology Strategy Creativity New Gen-erat-ion Age-ncy .. DNA

Multi Task-ing Multi Tale-nted Multi Disci-plin-ary Effec-tive Attra-ctive Powe-rful New Age-ncy Mo-del

New Age-ncy Mo-del Production Media Content Strategy PR Event Analysis Creative } Incharge of all Inhouse or Outsource .. Getting brands closer to consumers

brand identity
marketing plan
retail materials
online & print advertising
R/GA created the logo, the iconography and color palette on the device's interface. The agency is also responsible for nook.com , all in-store materials and print ads. R/GA creates... One New Generation Agency For One New Brand

Advertising Beyond

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Surveys Three

Do you like where advertising is going? > Yes > No

Do you believe world’s biggest agency would be originally digital in 10 yrs? > Yes > No

What do you think is the next big thing in advertising? > Semantic Search > Mobile > Augmented Reality > Digital Outdoor > -----------

credits… MediaFuturist.com by Gerd Leonhard Future of Marketing and Advertising Lectures by Paul Isakson (Head of Strategy Space150) The Future of Advertising. WTF? by David Armano (Sr. Partner of Dachis Corp.) On the Future of Advertising by Grant Richards (Engine Company 1) Future of Advertising | Trend Watching 2009 by Lorenzo Mendoza FEED 2008 (Digital Brand Experience Report) by Razorfish The End of Advertising as We Know It by IBM Global Business Services The Chaos Scenario by Bob Garfield Propulsion by Tim Williams Workforfood.nu by Diego Zambrano Moon Advertising by Bobby Voeten www.180360720.com by Helge Tenno Microsoft www.coloribus.com www.creativity-online.com www.vimeo.com www.gapingvoid.com

contact... [email_address] @ koksal koksala.wordpress.com www.linkedin.com/in/koksal www.adinteractive.com.tr Download Presentation at www.SlideShare.net

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Future of Advertising (Digitalage Workshop 04-05-2010)

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Future of Advertising (Digitalage Workshop 04-05-2010) — Presentation Transcript