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IPA Social Media Report

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IPA Social Media Report

  1. 1. The future of advertising and agencies in a networked society
  2. 2. Three possible scenarios
  3. 3. The worst case scenario
  4. 4. A £16bn revenue gap
  5. 5. What are social media? ‘ The online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other.’ Source: Wikipedia Blogging Messaging Podcasting Online video Wikis Social networking
  6. 6. Social media and brand communications
  7. 7. Who uses social media?
  8. 8. New models of brand communications Participation
  9. 9. New advertising formats
  10. 10. Separating the hype from the reality <ul><li>High-involvement categories fare best </li></ul><ul><li>Creativity and innovation are at a premium </li></ul><ul><li>Humility is a virtue </li></ul><ul><li>Be ‘legal, decent, honest and truthful’ </li></ul><ul><li>Do not infringe IP </li></ul>
  11. 11. A case example of social media integration
  12. 12. A case example of social media tracking
  13. 13. Did it just happen or was it planned? Learning from academia
  14. 14. ‘ Expansiveness’
  15. 15. ‘ Popularity’
  16. 16. ‘ Reciprocity’
  17. 17. Network size is predictable
  18. 18. ...as is network flow
  19. 19. … as is circulation between networks
  20. 20. Agencies and social media The Delphi research
  21. 21. Predictive planning in social media <ul><li>Scale of the opportunity </li></ul><ul><li>Estimated reach </li></ul><ul><li>Predicated pass-on levels </li></ul><ul><li>Levels of wear-out </li></ul>
  22. 22. <ul><li>When thinking about brand messaging over social networking in ten years’ time, what changes should agencies expect in terms of: </li></ul><ul><ul><li>Consumer behaviour? </li></ul></ul><ul><ul><li>Responsibility? </li></ul></ul><ul><ul><li>Control? </li></ul></ul>Predicting the future
  23. 23. “ There will be a mix of consumer-granted and non-permission activity – people will expect advertising to be relevant to them though.” Dissemination and permission
  24. 24. “ It will be likely that people will sell ‘rent’ parts of their data to brands in return for better service and/or discounts.” Knowing the worth of your data
  25. 25. “ Those who hustle to make a buck by forwarding irrelevant messages will be excluded or ignored!” Rewarding brand advocates
  26. 26. Assessing the top-line business impact
  27. 27. Impact
  28. 28. Possible structure of the industry in 2016
  29. 29. Total commercial advertising 1996-2016
  30. 30. “ Those agencies who innovate appropriately, in terms of their service and product offer, have potential for significant income growth in these new value-add areas.” A final thought…

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