BUYING AUDIENCES
        VS
CREATING AUDIENCES


   Wim Vermeulen, Regional Digital Director, Ogilvy CEE
25% of music spending is
already mobile or online today
18%
digital revenue Publicis groupe


            25%
digital + direct revenue of WPP
TV is the dominant ad medium in CEE
                           (Group M, forecast 2008)




TV
Radio
Newspapers
Magazines
...
CZECH REPUBLIC             POLAND                  RUSSIA




 TV   Radio   Newspapers   Magazines   Cinema   Outdoor     ...
STRENGTH OF TV
           Build reach quickly
        Build awareness quickly
Chance to become part of popular culture
http://www.youtube.com/watch?v=TnzFRV1LwIo or go to
       YouTube and search Cadbury Gorilla advert
New channels never replace old,
 the old just loose dominance.
16-24 yo Europeans spend more time on the internet than
                       watching TV.




                          ...
Share of influence
          Influence of each medium on purchase decision



Germany                         UK            ...
In 2007, video accounted for
    60% of internet traffic


            ANA, 2008
The rise of digital TV
DIGITAL TELEVISION

Pause/Record Live TV
      Catch up
 Movies on Demand
    Digital Radio
check Tivo.com for product demo
How difficult is it to use Tivo asked to a 6 y.o.




                 watch the answer on
    http://www.youtube.com/watc...
87%
of UK homes have DTV
      (Q1 2008)

OFCOM, 2008 - Tiscali TV Trend Report 2008 - YouGov 2008
The EU has set
   2012
 for digital TV
   transition.
Russia
is set for
 2015
80%
  of the audience
fastforwards TV ads
    on Digital TV
Mums pay less attention
      than most.

         91%
 reports not watching ads
when watching time shifted
            TV...
Tom Rogers, CEO TIVO, 2008
http://kara.allthingsd.com/20080925/the-entire-d6-interview-with-tivos-tom-rogers-4-of-4/
How is the tv industry reacting?
Catch the brand names in this commercial
    break that is being fastforwarded
  http://www.youtube.com/watch?v=usq-uuNN8tc
?
     As an advertiser,
how do you cope with your
core medium evolving from
     PUSH to PULL?
Buying audiences
   VERSUS
Creating audiences
Feed Company, 2008
http://www.youtube.com/watch?v=pK2ibZDy1ZM
Is your advertising that
 good people actually
    come to watch it,
spread it amongst their
 friends and spoof it?
Google is preparing to deliver “targeted
      measurable television ads”
          Eric Schmidt, 2008
What does the TV industry has to do ?


Accept that the consumer is in control and concentrate on new
            proposit...
Calling upon the tv industry

 GET THE CEE DIGITAL
COMMUNITY INVOLVED
THE END
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
Digital Tv In Cee (2012)
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Digital Tv In Cee (2012)

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In 2012 CEE is also making the switch to Digital TV transmission. Will we be ready and what can we learn from the West. Presented on InternetCEE conference in Warsaw, October 2008.

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Transcript of "Digital Tv In Cee (2012)"

  1. 1. BUYING AUDIENCES VS CREATING AUDIENCES Wim Vermeulen, Regional Digital Director, Ogilvy CEE
  2. 2. 25% of music spending is already mobile or online today
  3. 3. 18% digital revenue Publicis groupe 25% digital + direct revenue of WPP
  4. 4. TV is the dominant ad medium in CEE (Group M, forecast 2008) TV Radio Newspapers Magazines Outdoor Internet GroupM, 2008 (Croatia, Czech R., Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Slovakia, Slovenia)
  5. 5. CZECH REPUBLIC POLAND RUSSIA TV Radio Newspapers Magazines Cinema Outdoor Internet
  6. 6. STRENGTH OF TV Build reach quickly Build awareness quickly Chance to become part of popular culture
  7. 7. http://www.youtube.com/watch?v=TnzFRV1LwIo or go to YouTube and search Cadbury Gorilla advert
  8. 8. New channels never replace old, the old just loose dominance.
  9. 9. 16-24 yo Europeans spend more time on the internet than watching TV. 31,0 28,0 24,0 9,0 8,0 TV Radio Internet Newspaper Mags % of total media consumption Eiaa 2007, media consumption Europeans 16-24 yo
  10. 10. Share of influence Influence of each medium on purchase decision Germany UK France Radio Newspaper Magazines TV Internet
  11. 11. In 2007, video accounted for 60% of internet traffic ANA, 2008
  12. 12. The rise of digital TV
  13. 13. DIGITAL TELEVISION Pause/Record Live TV Catch up Movies on Demand Digital Radio
  14. 14. check Tivo.com for product demo
  15. 15. How difficult is it to use Tivo asked to a 6 y.o. watch the answer on http://www.youtube.com/watch?v=1_5ZVk0Dero
  16. 16. 87% of UK homes have DTV (Q1 2008) OFCOM, 2008 - Tiscali TV Trend Report 2008 - YouGov 2008
  17. 17. The EU has set 2012 for digital TV transition.
  18. 18. Russia is set for 2015
  19. 19. 80% of the audience fastforwards TV ads on Digital TV
  20. 20. Mums pay less attention than most. 91% reports not watching ads when watching time shifted TV (MindShare, 2008)
  21. 21. Tom Rogers, CEO TIVO, 2008 http://kara.allthingsd.com/20080925/the-entire-d6-interview-with-tivos-tom-rogers-4-of-4/
  22. 22. How is the tv industry reacting?
  23. 23. Catch the brand names in this commercial break that is being fastforwarded http://www.youtube.com/watch?v=usq-uuNN8tc
  24. 24. ? As an advertiser, how do you cope with your core medium evolving from PUSH to PULL?
  25. 25. Buying audiences VERSUS Creating audiences
  26. 26. Feed Company, 2008
  27. 27. http://www.youtube.com/watch?v=pK2ibZDy1ZM
  28. 28. Is your advertising that good people actually come to watch it, spread it amongst their friends and spoof it?
  29. 29. Google is preparing to deliver “targeted measurable television ads” Eric Schmidt, 2008
  30. 30. What does the TV industry has to do ? Accept that the consumer is in control and concentrate on new propositions to advertising community Make advertising content actionable Make advertising content measurable Give us the tools to hyper target the audience
  31. 31. Calling upon the tv industry GET THE CEE DIGITAL COMMUNITY INVOLVED
  32. 32. THE END

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