Paul Burns: Expenditure and Growth of Digital


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Paul Burns discusses expenditure and the growth of digital. What is so fundamentally different from digital media and traditional media from a planning perspective. Why a focused brief for digital campaigns is as important, maybe more important, than traditional campaigns given the ability to measure results so accurately.

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Paul Burns: Expenditure and Growth of Digital

  1. 1. “Better to ask the rightquestions than answer thewrong ones”
  2. 2. Paul Burns: The Burns Unit tlc • 26 years Account Handling experience • AAP, KMP Partnership and 24 years at Saatchi & Saatchi • Worked on award winning campaigns for creativity and effectiveness • Most awarded training and development professional in the advertising industry
  3. 3. Why I loveadvertising
  4. 4. I never saw this on TV
  5. 5. How many views on YouTube? 1.282m 12.82m 128.2m1,282m
  6. 6. What year did Coronation Streetaverage 9.19m viewers per episode? 1971 1981 1991 2011
  7. 7. So why are we here today?
  8. 8. umbers in weigh put the n hat you2 9th 1. To con text (It’s w you’ve lost)Ma rch not h ow much l Media‘ nk ‘Digitaifferent 2. Why I thi entally d is fundam al Media’ to ‘Tradition A g en da 3 al Media‘ ink ‘Digit he same . Why I th entally t is fundamonal Media’ a s ‘Traditi
  9. 9. To put the numbers in context(It’s what you weigh nothow much you’ve lost)
  10. 10. Total advertising expenditure in local currency at current price
  11. 11. Share of adspend by medium 2011
  12. 12. Adspend by country, 2012 (f)year-on-year % change, local currency, current prices
  13. 13. So in terms of media spend... • UK adspend forecast to grow modestly • Globally, biggest growth to come from internet advertising • The UK invests proportionally more online than other major economies • And we spend more online than we do on TV • Digital Britain is a reality
  14. 14. Why I think ‘Digital Media’is fundamentally different to‘Traditional Media’
  15. 15. If we understand the The issue is thatroles of Digital many agencies andMedia and Social their clients thinkMedia we will know they are one and thethey are same and end upfundamentally doing both thingsdifferent poorly
  16. 16. Why social media is so hard“Brands are spending a great deal of timeand energy investing in platforms to get likesor pluses, and not really being social at all.Its been well over 15 years since the socialera started....But despite this outpouring of expertise,many organisations still find marketing in thesocial era ridiculously hard to do well,if at all” Nilofer Merchant
  17. 17. Digital Media is NOT Social Media• The most important thing to realise about social media is that it’s different 41% of people agree that they’re• Most of the mistakes made in social media occur because beginning to get bored of social organisations don’t fully appreciate this media services• They simply drag their existing marketing and communication ideas, campaigns and ways of thinking into the social media space -Feb 2012
  18. 18. A social media strategy is different to a marketing communication strategy• Marcoms strategy has as its output a piece of communication• Expressed as an ad, a press release, a brochure, a banner, a website, an email - presented to all or part of the target audience• A successful social media strategy has as its output a form of behaviour or a process
  19. 19. The best way to understand the difference• Imagine you’re in a room with 100 people who represent your target audience• The only way you have to engage with this group is a 3 minute slot on a podium• You’ll need a speech – a carefully crafted piece of communication that conveys exactly what it is you want to say about yourself
  20. 20. Social media is different• You’re in the same room with the same group of 100 people, but this time you are in a social situation• If you want to engage productively with these people, bringing along a speech or a predetermined set of responses to anticipated conversations, is not going to work• Success in this situation will depend on your behaviour – your ability to understand the dynamics of the room, join the right type of conversations and, critically, say the right thing at the right time
  21. 21. Social media strategies have to be based around the creation of forms of behaviour• This will look very different from a strategy that is designed to deliver a ‘thing’• Must recognise that in a social situation you can’t talk to everyone, all at once• Social media is bad at doing what traditional mass communication does well• The benefit of social media - like conversations, comes from the ability to talk to exactly the right people at exactly the right time It’s just one of my income streams
  22. 22. Social media is not aboutlarge numbers - Facebooklikes, YouTube hits, Twitterfollowers etc, but the ability totarget very specific groupswith very specific information I just got aa Tweetto say there’s a a product I just got tweet to say there’s product recall on MY parachute! recall on MY parachute!
  23. 23. Why I think ‘Digital Media’is fundamentally the same as‘Traditional Media’
  24. 24. “The truth isn’t the truth until peoplebelieve you, and they can’t believeyou if they don’t know what yoursaying, and they can’t know whatyour saying if they don’t listen to you,and they won’t listen to you if you’renot interesting, and you won’t beinteresting unless you say thingsimaginatively, originally, freshly.”- Bill Bernbach
  25. 25. The planning cycleWhere are we? Why are we here?Are we getting there? Where could we be? How do we get there?
  26. 26. “I want to see agencies improve theirawareness of the business context in whichthey operate. They need to understand thisbefore the start of the creative process.Too many agencies come up with anadvertising solution withoutcontextualising it against the client’sbusiness objectives”Andrew MarsdenEx Mkt Dir Britvic Soft Drinks& Marketing Guru
  27. 27. The creative brief“The bridge between smartstrategic thinking and greatcommunications..”- Jon Steel: “Truth, Lies and Advertising”
  28. 28. The power of the brief“The equation is simple,tightly written briefs pluspassionate briefing equalsengaged agencies, impactfulcampaigns and strong marketresults.”Dominic GrounsellMarketing Director, Capital One
  29. 29. The power of the brief“The result of a better brief is that the rightwork is delivered fasterThis can have a dramatic effect on efficiencyand on costsBetter briefing will produce better resultsfaster and at lower cost. It’s not a businessoption but a business imperative.”
  30. 30. Better briefs Better briefing Better work Right first time Happier client Happier agency
  31. 31. Wrap up and Q&A
  32. 32. Summary1. UK adspend forecast to grow modestly 6. It’s about a specific conversation to a specific person at a specific time2. Globally biggest growth to come from internet advertising 7. But having a great brief is key to ALL communication3. The UK invests proportionally more online than other major economies 8. The Brief is the important thing you write so give it time4. And spends as much online as it does on TV - Digital Britain is a reality 9 Be tight on the brief and easier on the execution5. Social Media is different to Digital Media 10. Make it fun and use short words rather than long ones!