The document discusses changes in the advertising industry as consumer behavior shifts towards digital platforms and connected devices. It notes that consumer confidence is declining as digital ad spending grows significantly. It also highlights that the amount of data and number of connected devices are increasing exponentially, and that brands must plan strategically to engage consumers across multiple platforms and throughout their journey.
17. ‘We are only at the light bulb stage of the Internet’
Jeff Bezzos – CEO, Amazon
18. The post PC era - a new digital infrastructure
21. The implications for data growth are significant 10.8
2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
22. Data set to grow by a factor of eighteen... 10.8
Exabyte's
(in millions)
2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
23. ......
is
10.8
t h
slike
lo ok
hich X 18
W
Illustrative
Exabyte's
(in millions)
2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
27. 4G LTE finally on its way... 10.8
‘Auction before this
summer delivering
up to 78 mbps to
your phone’
Exabyte's
(in millions)
2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Cisco Visual Networking Index Global Mobile Data Traffic Update 2011-2016
28. We grew up learning more from TV than
anything else
32. Each screen has it’s own creative role in
influencing the consumer journey
33. Each screen persuades through ‘content in
context’ and works in harmony with all others
34. All brands need to undertake strategic planning
reviews with this in mind...
“In the future, no television
advertisement will be just self-
contained narratives.
They will be trailers into deeper
branded digital experiences.
When TV ads become teasers for
digital experiences, the ROI on
the investment will improve
significantly as the digital
experience will stretch out the
brand experiences beyond the 30
second clip.”
- Shiv Singh, Global Head of
Digital, PepsiCo
35. More emphasis on Strategic Planning to unravel
the complexity of the new consumer journey
36. More emphasis on social insights as consumers share more
of their journey along the way
37. And a recognition that digital can inspire us to create stories
and involve people in ways that have never been done before.
40. This is the most exciting time
to be in marketing and
advertising
Editor's Notes
Good morning – you ’ re very welcome to the Great to see so many people here... Comment on other talks.... The Irish advertising market has been hit by a sledge hammer over the last four years
The Irish advertising market has been hit by a sledge hammer over the last four years From roughly 1.4billion in 2007 to 709 million in 2011
Startling comparison between Ireland, the US and Europe in terms of economic performance versus advertising spend decline. But, the extent to which it has declined in Ireland is phenomenal and way out of kilter with the norm. The economy in Ireland has declined by 10% since 2007 yet advertising investment has fallen by more than 42%.
Consumer confidence is flatlining as you can see from the chart
And the savings index is increasing-ish.
18% of a significantly diminshed ad spend of 130 million will get us nowhere! Kickstarting consumer confidence and unlocking spend to help aid the recovery
18% of a significantly diminshed ad spend of 130 million will get us nowhere! Kickstarting consumer confidence and unlocking spend to help aid the recovery So we need to look at this through a different lense CREATIVITY, TECHNOLOGY AND INNOVATION
2003 – world population was 6.3 billion There was 500 million Intrenet connected devices
Digital picture frames, Cars, smartphones, tablets, GPS devices
The Internet is going walkabout .... Its going walkabout all over the planet And as a tool is influencing every aspect of culture and society
All content, including T.V., moves online (and cars, fridges, bins etc) M2M – the internet of things ushering in a new era of eCommerce This will happen slowly, will not explode, the next time you buy a ….
"all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial)
"all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial)
"all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But controversial) By 2015 – all european networks will effectively ‘ brown out ’ under current infrastructure Migration from text to video, smartphones, mobile devices, smart cities, internet of things, the cloud The Irish perspective?
In Ireland we are well ahead: We have plenty of fibre across many organisations – this is just the eircom wholesale master map which you can drill down into 400,000 kms of fibre across 500 settlements from cities to tiny villages
The system will be driven by Intune Networks super fast optical packet switching technology which is the best in the world. There is an ecosystem of companies from telcoms software to digital marketing all trying to develop the new era solutions ahead and take the lead worldwide through an opportunity that has landed on our lap. This ecosystem will grow with the introduction of the International Digital Content Centre This should come on stream by 2013 when the Exemplar network goes fully national. A trial network is being launched around Dublin in June and that will scale up as systems are tested and so on.
"all words ever spoken by human beings" could be stored in approximately 5 exabytes of data (Berkley Univ.. But acedemically controversial) Interview with Pat Rabitte by Silicon Republic WE HAVE WHAT WE NEED FOR THE POST PC ERA
We grew up learning more from TV than anything else Kids are growing up in conversation, in community and online This whole new thing is redefining society
They are living their life across screens
Best summed up
Mobile (Tablets and Smartphones) are unique to marketers because they combine four characteristics that otherwise can ’t be found in any ad channel – together they make for an incredibly personal and immediate experience 1. Always on 2. Portable 3. Multi-device (e.g. camera) 4. Available location data
The term used is baked in marketing, and it goes to the core your value proposition – this needs to be thought about quite hard and incorporated into smart strategic marketing plans.
The Internet is going walkabout all over the planet