Grandes Tendencias En La Publicidad


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Breves reflexiones sobre las grandes tendencias en la publicidad.

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Grandes Tendencias En La Publicidad

  1. 1. MARKETING COMMUNICATION What is awaiting us?
  2. 2. What about watching TV last week? <ul><li>Almost 2/3 of our waking life consumers are engaged with media (Source: Carat) </li></ul><ul><li>That means 10 ½ hours per day: </li></ul><ul><ul><li>4 h 72’: TV </li></ul></ul><ul><ul><li>2 h 54’: Radio </li></ul></ul><ul><ul><li>45’ magazine </li></ul></ul><ul><ul><li>25’ newspapers </li></ul></ul><ul><ul><li>Cyberspace </li></ul></ul><ul><ul><li>Video game </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  3. 3. The Wall is falling down <ul><li>The media wall that kept consumers and advertisers apart for the past decades is falling down… </li></ul><ul><li>“ We have to think of everything as a </li></ul><ul><li>collaborative medium. The customer will </li></ul><ul><li>also be the marketer ” (A.G Lafley, CEO P&G) </li></ul>
  4. 4. <ul><li>By 2010 we will be exposed to 3,000 ads a day… </li></ul><ul><li>Try to figure out which ones? </li></ul><ul><ul><li>What about sticker on food? (CBS) </li></ul></ul><ul><ul><li>… or people’s anatomy (Dunkin’ Donuts) </li></ul></ul><ul><ul><li>… not to mention product and brand placement </li></ul></ul>
  5. 5. <ul><li>7 out of 10 people would like to throw away the ads… </li></ul><ul><li>What does consumers hate? Being interreputed… </li></ul><ul><li>Consumers will control what they see… </li></ul><ul><li>1965: 3 main networks reached 95% of US consumers 10 times over…now less than 30%... </li></ul>
  6. 6. Microsite, You Tube, Web…No more soap opera (P&G)
  7. 7. <ul><li>However …open and closed TV still account for 2/3 of total advs spending in the US (much more in Mexico…) </li></ul><ul><ul><li>TV is set on for over 8 hours per day </li></ul></ul><ul><ul><li>Lots of people still watch the News and the Series </li></ul></ul><ul><ul><li>Special events draw a great attention: El Clásico is watched by over 30 MLN Mexicans, 90 MLN of US people watched the Super Bowl </li></ul></ul>
  8. 8. <ul><li>More than 2/3 of average media plan is devoted to TV: it is what companies know best… </li></ul><ul><li>… however it will change pretty soon… </li></ul><ul><li>ENGAGEMENT (involvement) will be the </li></ul><ul><li>metric that matters to marketing </li></ul>
  9. 9. <ul><li>That means: </li></ul><ul><li>“ Offering the right product the right time </li></ul><ul><li>before the right prospect instead of trying to </li></ul><ul><li>break into people’s defense ” (Quoted: David Verklin, CEO Carat) </li></ul>
  10. 10. <ul><li>Just think: </li></ul><ul><ul><li>How many radio stations? </li></ul></ul><ul><ul><li>What future of Magazines? </li></ul></ul><ul><ul><li>What about Newspapers? </li></ul></ul><ul><ul><li>What about the Web? Estimated from 8% to 15-20% of total marketing budgets in the US </li></ul></ul><ul><ul><li>We will still be addict to the TV, but what about the advs? Just think how many households have a DVD, at VOD, etc. What kind of shows are we going to watch, when and how? PP. </li></ul></ul><ul><ul><li>What about new media? Mobile phones, blogs, podcastings,... </li></ul></ul>
  11. 11. <ul><li>Advs will go everywhere…marketers will try to place their brands wherever they can </li></ul><ul><ul><li>Movies, tv and radio shows, video games, song lyrics, novel, theaters, etc….Let your imagination flow… </li></ul></ul><ul><ul><li>Some examples: </li></ul></ul><ul><ul><li>Will feedback be available in right time? </li></ul></ul>
  12. 12. How much does it cost? 4,420 $ National 30” Radio 70,162$ WSJ B&W Page 91,800$ NYC Billboard 76,000$ Vogue Printed Page 135,280 $ People Printed Page 38,250$ Univision (Hisp) Novela 350,000$ FOX American Idol 191,250$ CBS CSI 255,000 $ ABC TV- Desp housewives 212,500$ ABC TV- Lost