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© 2013 Cheil Worldwide
A Contrarian View...
1
© 2013 Cheil Worldwide
Here is a collection of ideas intended
to challenge your assumptions.
They are not conclusive answe...
© 2013 Cheil Worldwide
“A contrarian is a person who
takes up a contrary position,
especially a position that is
opposed t...
© 2013 Cheil Worldwide
A contrarian view on us...
(i.e. people who work in advertising)
4
© 2013 Cheil Worldwidehttp://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
© 2013 Cheil Worldwide
6
http://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
© 2013 Cheil Worldwide
7
http://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
© 2013 Cheil Worldwide
A contrarian view on TV
and the 30 second spot...
8
© 2013 Cheil Worldwide
Anyone remember this book?
9
Published 2005
© 2013 Cheil Worldwide
The debate continues...
10
Published 2013
© 2013 Cheil Worldwide
“More than half (51%)
of UK households now
own a DVR”
11
http://www.csimagazine.com/csi/UK-time-shi...
But...
© 2013 Cheil Worldwide
“The average viewer
watched 47 ads a day
during 2012”
12
http://www.csimagazine.com/csi/UK-t...
and...
© 2013 Cheil Worldwide
“Almost 90% of linear
TV in 2012 was
watched live, as it was
broadcast”
13
http://www.csimag...
© 2013 Cheil Worldwide
“...the average British person now
watches an average of four hours
and two minutes of TV a day, up...
© 2013 Cheil Worldwide
... on the Measurability of
Digital
15
© 2013 Cheil Worldwide
Measuring Twitter impressions
‘Impressions’, the standard metric on
Twitter, assume that every sing...
© 2013 Cheil Worldwide
Add to that the fake account issue
20 million fake
Twitter accounts!
17
http://bit.ly/17x0RsBhttp:/...
© 2013 Cheil Worldwide
54% of online display ads shown in
"thousands" of campaigns measured by
comScore Inc. between May o...
© 2013 Cheil Worldwide
19
Einstein says...
“Not everything that can
be counted counts, and
not everything that
counts can ...
© 2013 Cheil Worldwide
...on Real Time Marketing
20
© 2013 Cheil Worldwide
21
http://www.slideshare.net/michaelgoldstein/0retweets-things-i-hate-about-digital-advertising
© 2013 Cheil Worldwide
..on brand loyalty
22
© 2013 Cheil Worldwide
23
Double jeopardy
Double jeopardy is an empirical law in
marketing where, with few exceptions, the...
© 2013 Cheil Worldwide
24
Maybe growth is the key to loyalty
http://bit.ly/14jupMv
growth
© 2013 Cheil Worldwide
...on Change
25
© 2013 Cheil Worldwide
26
© 2013 Cheil Worldwide
27
© 2013 Cheil Worldwide
“Even power-users of Facebook with 1,000 or more
friends still only communicate regularly with arou...
© 2013 Cheil Worldwide
In Summary
29
© 2013 Cheil Worldwide
You and your coworkers
are not representative of
the general population
30
© 2013 Cheil Worldwide
The 30 sec is far from
dead
31
© 2013 Cheil Worldwide
Data and statistics aren’t
as objective and scientific
as we like to think
32
© 2013 Cheil Worldwide
Old Habits Die Hard
33
© 2013 Cheil Worldwide
People don’t change that
quickly
34
© 2013 Cheil Worldwide
The things that matter the
most change slower than
we think
35
© 2013 Cheil Worldwide
@faris
@ProfByron
@AdContrarian
@mweigel
@davetrott
36
Contrarians to follow
Thank you.
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Contrarian Views on Advertising

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A collection of statistics, quotes and ideas to challenge some of the assumptions we all hold about the marketing / communications industry. Collated by Alasdair Cumming ( @vanillagrrrilla )

Published in: Business, Technology
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Contrarian Views on Advertising

  1. 1. © 2013 Cheil Worldwide A Contrarian View... 1
  2. 2. © 2013 Cheil Worldwide Here is a collection of ideas intended to challenge your assumptions. They are not conclusive answers or an argument against digital. 2
  3. 3. © 2013 Cheil Worldwide “A contrarian is a person who takes up a contrary position, especially a position that is opposed to that of the majority, regardless of how unpopular it may be.” Good ol’ Wikipedia 3
  4. 4. © 2013 Cheil Worldwide A contrarian view on us... (i.e. people who work in advertising) 4
  5. 5. © 2013 Cheil Worldwidehttp://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
  6. 6. © 2013 Cheil Worldwide 6 http://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
  7. 7. © 2013 Cheil Worldwide 7 http://martinweigel.org/2013/06/26/if-you-work-in-adland-youre-not-normal-the-evidence/
  8. 8. © 2013 Cheil Worldwide A contrarian view on TV and the 30 second spot... 8
  9. 9. © 2013 Cheil Worldwide Anyone remember this book? 9 Published 2005
  10. 10. © 2013 Cheil Worldwide The debate continues... 10 Published 2013
  11. 11. © 2013 Cheil Worldwide “More than half (51%) of UK households now own a DVR” 11 http://www.csimagazine.com/csi/UK-time-shifted-TV-viewing-reaching-peak.php Sounds plausible, right?
  12. 12. But... © 2013 Cheil Worldwide “The average viewer watched 47 ads a day during 2012” 12 http://www.csimagazine.com/csi/UK-time-shifted-TV-viewing-reaching-peak.php
  13. 13. and... © 2013 Cheil Worldwide “Almost 90% of linear TV in 2012 was watched live, as it was broadcast” 13 http://www.csimagazine.com/csi/UK-time-shifted-TV-viewing-reaching-peak.php
  14. 14. © 2013 Cheil Worldwide “...the average British person now watches an average of four hours and two minutes of TV a day, up from an average of three hours and 36 minutes a day in 2006.” 14 http://www.guardian.co.uk/tv-and-radio/2013/mar/18/britons-own-fewer-tvs-research Ohh... and.
  15. 15. © 2013 Cheil Worldwide ... on the Measurability of Digital 15
  16. 16. © 2013 Cheil Worldwide Measuring Twitter impressions ‘Impressions’, the standard metric on Twitter, assume that every single person who could possibly have seen a Tweet actually saw it. eg in this case there would be 300 impressions... Really? How many people see even 50% of the Tweets in their feed? Surely a Tweet can’t make an impression unless you actually see it. 16 100 Followers 50 Tweet 50 50 50 Retweets
  17. 17. © 2013 Cheil Worldwide Add to that the fake account issue 20 million fake Twitter accounts! 17 http://bit.ly/17x0RsBhttp://bit.ly/17x17rx
  18. 18. © 2013 Cheil Worldwide 54% of online display ads shown in "thousands" of campaigns measured by comScore Inc. between May of 2012 and February of this year weren't seen by anyone, according to a study completed last month. 18 http://online.wsj.com/article/SB10001424127887324904004578537131312357490.html Why don’t we hear more about this measurement
  19. 19. © 2013 Cheil Worldwide 19 Einstein says... “Not everything that can be counted counts, and not everything that counts can be counted”
  20. 20. © 2013 Cheil Worldwide ...on Real Time Marketing 20
  21. 21. © 2013 Cheil Worldwide 21 http://www.slideshare.net/michaelgoldstein/0retweets-things-i-hate-about-digital-advertising
  22. 22. © 2013 Cheil Worldwide ..on brand loyalty 22
  23. 23. © 2013 Cheil Worldwide 23 Double jeopardy Double jeopardy is an empirical law in marketing where, with few exceptions, the lower market share brands in a market have lower brand loyalty.
  24. 24. © 2013 Cheil Worldwide 24 Maybe growth is the key to loyalty http://bit.ly/14jupMv growth
  25. 25. © 2013 Cheil Worldwide ...on Change 25
  26. 26. © 2013 Cheil Worldwide 26
  27. 27. © 2013 Cheil Worldwide 27
  28. 28. © 2013 Cheil Worldwide “Even power-users of Facebook with 1,000 or more friends still only communicate regularly with around 150 people, and of that 150 they strongly communicate with a group less than 20.” Robin Dunbar, Anthropologist 28 http://gawker.com/5855697/the-biological-reason-you-have-too-many-facebook-friends Human’s don’t change that quickly.
  29. 29. © 2013 Cheil Worldwide In Summary 29
  30. 30. © 2013 Cheil Worldwide You and your coworkers are not representative of the general population 30
  31. 31. © 2013 Cheil Worldwide The 30 sec is far from dead 31
  32. 32. © 2013 Cheil Worldwide Data and statistics aren’t as objective and scientific as we like to think 32
  33. 33. © 2013 Cheil Worldwide Old Habits Die Hard 33
  34. 34. © 2013 Cheil Worldwide People don’t change that quickly 34
  35. 35. © 2013 Cheil Worldwide The things that matter the most change slower than we think 35
  36. 36. © 2013 Cheil Worldwide @faris @ProfByron @AdContrarian @mweigel @davetrott 36 Contrarians to follow
  37. 37. Thank you.

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