• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Advertising Gets Personal
 

Advertising Gets Personal

on

  • 473 views

The biggest trend in advertising is YOU.

The biggest trend in advertising is YOU.

Statistics

Views

Total Views
473
Views on SlideShare
473
Embed Views
0

Actions

Likes
1
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Advertising Gets Personal Advertising Gets Personal Presentation Transcript

    • Advertising Gets Personal
    • In 2007, Ad Age named THE CONSUMER as its Agency of the Year.
    • Doritos 2007 Superbowl Spot
    • Doritos 2009 Superbowl Spot
    • Don't Look Now, but the Crowd Might Just Steal Your Ad Account Unilever Takes Practice Further Than Most, Sacks Lowe on Peperami Biz -- September 14, 2009 For some time, marketers have been using ad contests as one-off PR ploys for their brands. Now, Unilever is testing whether crowdsourcing can be a long-term strategy for one of its British brands -- and the result could have far-reaching consequences for any number of agencies on the consumer-goods giant's roster. Just ask Lowe, London, which was recently sacked by Unilever on its Peperami snack brand so that the marketer can run a contest to find ad ideas. Unilever is offering a $10,000 bounty to the winner of a competition to find TV and print ideas for the meat snack popular with schoolchildren.
    • The signs have been there for years. MEDIA FRAGMENTATION WORLD WIDE WEB SOCIAL NETWORKS CONSUMER GENERATED MEDIA PERSONAL MEDIA NETWORK
    • MEDIA FRAGMENTATION
    •  
    •  
    • Audience Penetration in 2009 US homes with at least 1 TV — 114.9M US mobile phone users 13+ — 223M Mobile web users — 60.7M Active US Internet users — 195M Viewers of online video — 138.4M Facebook users — 109.7M -- Source All Data: The Nielsen Company as of Nov 2009 -- US Population 307,006,550 - Jul 2009 Source: U.S. Census Bureau
    • Two big signs in 1994 WORLD WIDE WEB
    •  
    • From 2000 to 2010, global Internet usage grew 444.8%. -- Internet World Stats, June 30, 2010 444.8%
    • Time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth. -- 2009 Nielsen report “Global Faces and Networked Places.” 3X
    •  
    • Publishing and media made so easy, anyone can do it.
    • The Rise of the Blog
    • Gives Way to Micro-Blogging and Social Networks
    • “ Facebook is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now.” -- Davide Grasso, Nike's chief marketing officer
    • Nielsen research released this week shows that consumers are spending 43% more time on social media than a year ago, making social networking and blogs the top online activity followed by online games and email. #1
    • Adult Internet Users Who Use Social Network Sites Age 18-29 — 86% — up 13% Age 30 - 49 — 61% — up 15% Age 50 - 64 — 47% — up 50% Age 65+ — 26% — up 100% 86%
    • Gatorade Mission Control has had more than 2,000 one-on-one conversations with consumers, while the brand's “likes” on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule. 2000
    • Acquiring Customers through Social Media Twitter 38% (B2B) / 51% (B2C) Facebook 33% (B2B) / 68% (B2C) LinkedIn 45% (B2B) / 26% (B2C) Company Blog 43% (B2B) / 57% (B2C) -- White Horse, June 2010 B2B
    • B2B
    •  
    • And Consumer Generated Media
    •  
    • From 2000-2002, nearly one-third of consumers participated in online chats / discussions or posted content on the Internet, a 21% increase. -- Madden, M. “America’s Online Pursuits,” Pew Internet & American Life Project. December 2003 1/3
    • 30 billion online videos watched in April 2010. 30 BILLION
    • And Personal Media Networks
    • FACEBOOK YOUTUBE TWITTER PERSONAL BLOG TXT MSG FLICKR REFERRAL APPS YELP • FOURSQUARE • SHOPSAVVY LINKED IN IM EMAIL FRIENDS FAMILY BEHAVIORALLY SIMILAR ASSOCIATES
    • Today, the news comes to you. Personally.
    •  
    • 80% of newspaper and magazine publishers believe people will rely more heavily on mobile devices as their primary information source in the next three years 80%
    • You share… NEWS ADVERTISING OPINIONS ENTERTAINMENT
    • "Internet users are spending more time posting photographs, updating status messages and scrolling through news from friends which is rivaling everything else people do online," said comScore.
    • The Impact on Advertising
    • You pick and choose… IF you want to see advertising WHEN you want to see advertising WHERE you want to see advertising WHAT brands you want to see WHICH messages you want to share
    • The number one trusted media in advertising is WORD OF MOUTH
    • The impact on advertising? This time it’s personal.
    • The world's 100 most valuable brands were evaluated by how well they engage with their consumers using social media and how their engagement correlates with revenue. The report stated that companies with the highest level of social media activity increased revenue by 18% in the last 12 months , while companies that were the least active saw a 6 percent drop in sales. --The Engagement DB 2009 Report
    • Since they can pick and choose, advertising must be SURPRISING
    • 42% of agency and brand marketers plan to increase their digital out-of-home (DOOH) advertising spending through 2009 and the first half of 2010. 42%
    • Since they can pick and choose, advertising must be SURPRISING
    • If you can't tell what it is chances are it's advertising. The blurring of lines for what's an ad is obvious in the competition for Lion awards at the 56th International Advertising Festival this week. Entries in the 11 ad categories range from faux ads and products to marketing that combines a live event, social networking, film and outdoor. "You're seeing a lot of ideas everywhere," says Mark Tutssel, global chief creative officer, Leo Burnett Worldwide. "The industry has completely changed.” -- Theresa Howard, USA TODAY
    • Since they can pick and choose, advertising must be SURPRISING
    • An analysis of recall levels vs. advertising spend showed that OOH outperformed TV as well as positively impacted key brand metrics such as intent to purchase, information seeking and product recommendation.
    • Since they can pick and choose, advertising must be EASY TO SHARE
    • American Internet surfers are spending more time on social networking sites than searching. Americans spent 41.1 million minutes on Facebook in August -- about 9.9 percent of their Internet surfing minutes for the month — 39.8 million minutes / 9.6 percent of surfing minutes on all Google sites combined, including YouTube, the free gmail e-mail service, Google news and others. --comScore Inc. 9.9%
    • Since they can pick and choose, advertising must be EASY TO SHARE
    • Referral traffic for online video from Facebook and Twitter is growing faster than from traditional search engines. At current growth rates, Facebook will surpass Yahoo! within the year to be the second only to Google for video referral traffic. #2
    • Since they can pick and choose, advertising must be EASY TO SHARE
    • 50% of surveyed marketers employ viral videos, a 100% increase since 2007 -- ANA survey done by the ANA and BtoB Magazine 50%
    • Since they can pick and choose, advertising must be REWARDING
    • Over 160 million kilometers had been logged on nikeplus.com; over 900,000 challenges and 1.7 million goals had been created; and more than 140,000 training programs had been launched by runners in 180 countries around the world. Men vs. Women is currently the most popular challenge on nikeplus.com. 900,000
    • Since they can pick and choose, advertising must be REWARDING
    • Digital out-of-home advertising currently reaches two-thirds of US residents ages 18+ each month 2/3
    • Since they can pick and choose, advertising must be REWARDING
    • 92% acknowledge they have a more positive image of a company that supports a cause they care about. -- 2007 Cone Cause Evolution Survey of American buyers 92%
    • Since they can pick and choose, advertising must be LISTENING
    • 61% of Americans report that quality customer service is more important to them in today's economic environment, and will spend an average of 9% more when they believe a company provides excellent service. -- According to the American Express Global Customer Service Barometer. 61%
    • Since they can pick and choose, advertising must be LISTENING
    • More than half of businesses are increasing their inbound marketing budgets (social media, blogs, SEO, PPC) this year. -- "State of Inbound Marketing Report" from Hubspot 51%
    • 91% of Americans consider the level of customer service important when deciding to do business with a company, but only 24% believe companies value their business and will go the extra mile to keep it. 91%
    • Since they can pick and choose, advertising must be LISTENING
    • 65% of surveyed marketers said they're not using any listening tools to monitor what their customers are saying about their brand --COLLOQUY and the Direct Marketing Association, U.S. 65%
    • Since they can pick and choose, advertising must be MOBILE
    • Mobile media has emerged as the next big wave in advertising, mainly threatening the Web, but also peeling significant expenditures away from direct mail and yellow pages. -- Mobile Marketing report from Borrell Associates
    •  
    • Since they can pick and choose, advertising must be MOBILE
    • 82% of adults today are cell phone users, and 23% of adults now live in a household that has a cell phone but no landline phone.
    • 82% Of the 82%, 43% have apps on their phones. That equates to 35% of the entire U.S. adult population who have cell phones with apps.
    •  
    • Since they can pick and choose, advertising must be MOBILE
    • 30% 30% of respondents access Facebook and/or Twitter from their mobile phone (through a browser or application) once a day or more -- "S-Net The Impact of Social Media,” ROI Research Inc.
    • Since they can pick and choose, advertising must be INTEGRATED BRAND MESSAGE TELEVISION PRINT OUT-OF-HOME INTERNET The Old Approach
    • Since they can pick and choose, advertising must be INTEGRATED BRAND CONVER- SATION VIRAL VIDEO SOCIAL NETWORK TRANSACTION MOBIL APP The NEW Approach
    • INTEGRATED COMMUNICATIONS EXAMPLES James Ready Beer
    • INTEGRATED COMMUNICATIONS EXAMPLES HBO True Blood
    • INTEGRATED COMMUNICATIONS EXAMPLES Sprint Now Network
    • INTEGRATED COMMUNICATIONS EXAMPLES Whopper Freakout
    • Good advertising gets shared. It gets personal.
    • DISCUSSION