Hamish Pringle - Future of TV Presentation

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Hamish Pringle – Director General, IPA

Hamish's 25 year agency experience with Ogilvy & Mather, Boase Massimi Pollitt, Publicis, Abbott Mead Vickers, his own agency Madell Wilmot Pringle, Leagas Delaney, KHBB and latterly Saatchi & Saatchi where he was Vice-Chairman and Director of Marketing, made him an obvious choice to lead the IPA, which he has done since 2001. Hamish will give his perspective on how the changing TV landscape creates both challenges and opportunities for creative agencies.

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Hamish Pringle - Future of TV Presentation

  1. 1. What should agencies do about TV?<br />
  2. 2. 1.<br />2.<br />3.<br />Listen to the facts about TV, not the rhetoric<br />Know the case law on TV’s effectiveness<br />Adopt ‘both and’ mindset to benefit clients<br />
  3. 3. 1. Listen to the facts about TV, not the rhetoric<br />
  4. 4. IPA commissioned The Future Foundation to forecast the media landscape<br />In early ‘noughties’ the pundits were predicting the death of TV and the 30 second spot<br />We believed they were wrong…<br />…so we looked at under-lying trends to provide a fact-based forecast<br /><br />
  5. 5. 10 year forecast for the future<br />Three future scenarios (of many)<br />New segmentation of media<br />
  6. 6. Three future scenarios<br />Consumers in charge<br />(permission)<br />Consumer<br />led<br />Media led<br /> Media dominates<br />(legislative creep) <br />Current directionof travel<br />Central<br />
  7. 7. A new segmentation of the media market<br />‘Display’ versus ‘Classified’<br />‘One way’ versus ‘Two way’<br />‘Not named’ versus ‘Named’<br />‘Non screen’ versus‘Screen’ <br />Different marketshares, depending on scenario<br />
  8. 8. ‘Display’ v ‘Classified’ (inc. ‘Search’)<br />
  9. 9. ‘Two way’ v ‘One way’ <br />
  10. 10. 10<br />‘Named’ v ‘Not named’<br />
  11. 11. ‘Screen’ v ‘Non screen’<br />
  12. 12. Increased share for ‘Classified’<br />Increased share for ‘Two way’<br />Increased share for ‘Named’<br />Increased share for ‘Screen’ <br />Forecast to 2016<br />We forecasted screen-based communications, aka ‘TV’, were set for considerable growth<br />
  13. 13. We were right…<br />
  14. 14. Commercial TV impacts up over 44% since 2000<br />30” equivalent impacts (m)<br />Source: BARB/Infosys/TechEdge Jan-Dec 2000-2010. *BARB panel changed<br />Source: BARB/Infosys/TechEdge Jan-Dec 2000-2010. *BARB panel changed<br />
  15. 15. …and for all demographics<br />+22.4%<br />Billions<br />+22.1%<br />+23.6%<br />+10.8%<br />+7.8%<br />Audiences<br />Source: BARB<br />Source: BARB<br />
  16. 16. TV still takes the lions’ share of media use<br />Source: Ofcom Digital TV Update Q4 2010 (Published Apr 2011)<br />Source: Touchpoints 3 – Adults<br />Base: All Media use per day<br />
  17. 17. 86% of TV viewed live even in DTR homes who view more, so impacts increased (contrary to ‘ad-skipper’ pundits…)<br />Source: BARB 2010 – All digital homes<br />Source: BARB 2010 – All digital homes<br />
  18. 18. 2. Know the case law on TV’s effectiveness<br />
  19. 19. 30 years of cases to analyse and learn from<br />
  20. 20. The number of potential media options and media used has increased dramatically<br />
  21. 21. TV used in 92% of winning cases, and with fewest other media<br />
  22. 22. Three key reports setting out the ‘case law’<br />
  23. 23. Emotional is better than rational in commercial communication<br />‘Fame’ is the most powerful driver of effectiveness<br />TV most effective medium, leverages others<br />Multi-media (3 or 4) are more effective than 1<br />
  24. 24. 0.5% £ market share increase achievedby 10% extra SOV for Nielsen fmcg on av.<br />+0.8% £ share increase achieved by 10% extra SOV by IPA Effectiveness Awards fmcg on av.<br />So +60% effectiveness via excellent strategy, channel planning and creative<br />First time we’ve been able to put a value on quality…<br />
  25. 25. Cross-analysis of the Gunn Report and IPA Effectiveness Awards<br />Factor of 11 increase in effectiveness by award-winning creativity<br />The more awards won, the greater the effectiveness: creativity sells<br />(Maybe juries know something about ‘fame’?)<br />Too many creatively awarded campaigns are starved of SOV<br />
  26. 26. The state of the art<br />Emotion, ‘fame’, TV+multi-media, extra SOV, award-winning effectiveness and creativity = increased £ SOM<br />
  27. 27. 3. Adopt ‘both and’ mindset to benefit clients<br />
  28. 28. Beware self-interested cheer-leading<br />Each new media sector is championed by people (and their trade bodies) who believe ‘old media’ are superceded by their exciting new one<br />Journalists love this ‘either or’ story and regurgitate it, pretty much uncritically<br />This has affected, often adversely, the advice agencies give to their clients<br />
  29. 29. Embrace the ‘both and’ mindset<br />Media are often additive, not substitutional – hence importance of IPA TouchPoints<br />The audio-visual medium, aka ‘TV’ continues to be the most powerful<br />Has a great effect when leveraging a well-judged media mix<br />‘TV’ / video in ‘bought’, ‘owned’ and ‘earned’ media is a great driver of the brand story<br />It’s the ‘water’ in the water cooler, both offline and online<br />
  30. 30. Summary<br />TV best at creating ‘fame’ and delivering emotional communication<br />TV +3 or 4 bought media (but no limit to ‘owned’ and earned’) proven most effective<br />Increased number of screen-based media platforms and bandwidth means more ‘TV’<br />SOV v SOM and creativity are crucial<br />
  31. 31. What should agencies do about TV?<br />Listen to the facts about TV, not the rhetoric<br />Know the case law on TV’s effectiveness<br />Adopt ‘both and’ mindset to benefit clients<br />

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