Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

LIVErtising 2015 2 Digital is not a Channel

545 views

Published on

Notes of my Master course for advertising majors at IHECS, Brussels, focusing on interactive marketing

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

LIVErtising 2015 2 Digital is not a Channel

  1. 1. DIGITAL IS NOTA CHANNEL LIVErtising  15.2
  2. 2. LIVErtising.NET IHECS  2014-­‐2015 ARE TRADITIONAL MEDIA DEAD? 4
  3. 3. LIVErtising.NET IHECS  2014-­‐20155
  4. 4. LIVErtising.NET IHECS  2014-­‐20156 01 TV  is  still  going  strong,  digital  is  growing,   mobile  is  leading
  5. 5. LIVErtising.NET IHECS  2014-­‐20157 02
  6. 6. LIVErtising.NET IHECS  2014-­‐20158
  7. 7. LIVErtising.NET IHECS  2014-­‐20159 https://www.youtube.com/watch?v=0I96Lw3BY10 https://www.youtube.com/watch?v=bFpZ6ZNG-­‐nE https://www.youtube.com/watch?v=PMmMahaHpg4
  8. 8. LIVErtising.NET IHECS  2014-­‐201510
  9. 9. LIVErtising.NET IHECS  2014-­‐201512
  10. 10. LIVErtising.NET IHECS  2014-­‐201513 multiscreening second screen social television
  11. 11. LIVErtising.NET IHECS  2014-­‐201514
  12. 12. Croatia - Belgium SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27) TV Reach 20% - 842 640 Total messages – 6 498 Source : SRP on Sport, North&South, 15-54 year TV Reach 20% - 632 609 Total messages – 5 751
  13. 13. Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ During ads, second screen becomes first one Programs that generate “buzz” suffer less from zapping -58%-38%
  14. 14. LIVErtising.NET IHECS  2014-­‐201517
  15. 15. LIVErtising.NET IHECS  2014-­‐201518 03
  16. 16. LIVErtising.NET IHECS  2014-­‐201519
  17. 17. LIVErtising.NET IHECS  2014-­‐201520 targeted ads addressable ads interactive ads local ads
  18. 18. LIVErtising.NET IHECS  2014-­‐201521 04
  19. 19. LIVErtising.NET IHECS  2014-­‐201522
  20. 20. LIVErtising.NET IHECS  2014-­‐201523 05
  21. 21. LIVErtising.NET IHECS  2014-­‐201524
  22. 22. LIVErtising.NET IHECS  2014-­‐201525 01 02 03 04 05 TV  is  still  going  strong,  digital  is  growing,   mobile  is  leading TV  is  a  multiscreen  experience TV  sets  are  getting  digital TV  is  in  the  app,  increasingly TV  content  is  OTT  too
  23. 23. LIVErtising.NET IHECS  2014-­‐201526 Advertising?
  24. 24. LIVErtising.NET IHECS  2014-­‐201527 http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
  25. 25. LIVErtising.NET IHECS  2014-­‐201528 http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
  26. 26. LIVErtising.NET IHECS  2014-­‐201529 Belgium?
  27. 27. Laptop and Gaming Consoles: 
 Popular TV devices next to the traditional TV set Watch TV TV 97% Laptop 52% Gaming console connected to TV 19% Tablet 15% Smartphone 13% Connected tablet 7% Source: MMS Study 2013 – Havas Media ? ? ? ? ? ?
  28. 28. 2nd screen (TV) a strong link with digital brand content Multi screen usage Surf on websites related to what I’m watching 44% Look or buy things related to what I’m watching 25% Write on FB about what I’m watching 22% Send emails / sms related to what I’m watching 22% Consult Twitter 21% Comment online about ads, film or program I’m watching 
 18% Tweet about the TV program or movie 9%
  29. 29. LIVErtising.NET IHECS  2014-­‐2015 So? 32
  30. 30. LIVErtising.NET IHECS  2014-­‐201533 02 DIGITAL  is  where   people  engage   most  comfortably,   i.e.  interact  and   amplify 03 DIGITAL  is  going   mobile,   decidedly 01 DIGITAL  is  the  explosive   engine  of   communication  media 04 DIGITAL  is  not  an   additional  channel  -­‐  it  is   a  life-­‐changer  and  a   business-­‐changer
  31. 31. LIVErtising.NET IHECS  2014-­‐201534
  32. 32. LIVErtising.NET IHECS  2014-­‐201535
  33. 33. LIVErtising.NET IHECS  2014-­‐201536
  34. 34. LIVErtising.NET IHECS  2014-­‐201537
  35. 35. LIVErtising.NET IHECS  2014-­‐201538
  36. 36. LIVErtising.NET IHECS  2014-­‐201539
  37. 37. LIVErtising.NET IHECS  2014-­‐201540
  38. 38. LIVErtising.NET IHECS  2014-­‐201541 Digital?
  39. 39. LIVErtising.NET IHECS  2014-­‐201542
  40. 40. LIVErtising.NET IHECS  2014-­‐2015 from  23%  to  53% 43
  41. 41. LIVErtising.NET IHECS  2014-­‐201544
  42. 42. LIVErtising.NET IHECS  2014-­‐201545
  43. 43. LIVErtising.NET IHECS  2014-­‐201546  #1    #2
  44. 44. LIVErtising.NET IHECS  2014-­‐201547 OK, we all got that!
  45. 45. LIVErtising.NET IHECS  2014-­‐201548 Really???
  46. 46. LIVErtising.NET IHECS  2014-­‐201549 01
  47. 47. LIVErtising.NET IHECS  2014-­‐201550
  48. 48. LIVErtising.NET IHECS  2014-­‐201551
  49. 49. LIVErtising.NET IHECS  2014-­‐201552
  50. 50. LIVErtising.NET IHECS  2014-­‐201553 https://youtu.be/4mNUIvqU6U0
  51. 51. LIVErtising.NET IHECS  2014-­‐201554
  52. 52. LIVErtising.NET IHECS  2014-­‐201555
  53. 53. LIVErtising.NET IHECS  2014-­‐2015 Huge  brands  like  Pepsi  and  Coke   are  not  in  the  top  ten  list  of   brands  on  YouTube.     Despite  the  success  of  beauty   videos  on  YouTube,  makeup   brands  are  next  to  nowhere  on   it! 56
  54. 54. LIVErtising.NET IHECS  2014-­‐2015 http://www.adweek.com/videowatch/why-brands-suck-youtube-153324 57
  55. 55. LIVErtising.NET IHECS  2014-­‐201558
  56. 56. LIVErtising.NET IHECS  2014-­‐201559 Belgium?
  57. 57. LIVErtising.NET IHECS  2014-­‐201560
  58. 58. LIVErtising.NET IHECS  2014-­‐201561
  59. 59. LIVErtising.NET IHECS  2014-­‐201562 02
  60. 60. LIVErtising.NET IHECS  2014-­‐2015 GlobalSMS:7.5trmessagesayear WhatsApp:7.2messagesayear (withjust30engineers) 63
  61. 61. LIVErtising.NET IHECS  2014-­‐201564
  62. 62. LIVErtising.NET IHECS  2014-­‐201565
  63. 63. LIVErtising.NET IHECS  2014-­‐201566
  64. 64. LIVErtising.NET IHECS  2014-­‐201567 http://marketingland.com/heres-­‐brands-­‐snapchat-­‐super-­‐bowl-­‐116933
  65. 65. LIVErtising.NET IHECS  2014-­‐2015 8 68
  66. 66. LIVErtising.NET IHECS  2014-­‐201569
  67. 67. LIVErtising.NET IHECS  2014-­‐201570
  68. 68. LIVErtising.NET IHECS  2014-­‐201571
  69. 69. LIVErtising.NET IHECS  2014-­‐201572
  70. 70. LIVErtising.NET IHECS  2014-­‐201573
  71. 71. LIVErtising.NET IHECS  2014-­‐201574
  72. 72. LIVErtising.NET IHECS  2014-­‐201575
  73. 73. LIVErtising.NET IHECS  2014-­‐201576
  74. 74. LIVErtising.NET IHECS  2014-­‐201577
  75. 75. LIVErtising.NET IHECS  2014-­‐2015 http://www.latitudegroup.com/ education/glossary 78
  76. 76. LIVErtising.NET IHECS  2014-­‐201579

×