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Consumercast: advertising as information good

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Presentation at the 2103 Conference of the ICOM - the largest network of independent advertising agencies (60+ countries)

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Consumercast: advertising as information good

  1. 1. Big  Data,  Informa/on  Goods  and  the  Adver/sing  Value  Chain    São  Paulo,  04/16/2013  Marcelo  Cou/nho  Terra  Networks  /  Fundação  Getúlio  Vargas  marcelo.cou*nho@corp.terra.com.br   @mcou*nho  
  2. 2. Broadcast  was  built  around  the  technological  capacites  of  media  produc/on,  distribu/on  and  consump/on  
  3. 3. Consumercast:  the  age  of  media  spreadable  around  consumer  needs  and  technological  capaci/es  
  4. 4. Fonte: The Economist, 5/3/2013Consumers  now  have  capacity  to  produce,  edit  and  disseminate  content  
  5. 5. Source:  Nielsen  (US  consumers)  Media  usage  is  increasing  and  shiBing  
  6. 6. 0%  10%  20%  30%  40%  50%  60%  70%  80%  FR   NO   UK   SE   FI   DE   ES   IT  53%  of  Europeans  are  media  mul/-­‐taskers  Source  IAB  Europe  Mediascope  2012  
  7. 7. Acesso  a  Internet  simultâneo  à  televisão  Sample:  Argen-na  (600)  /    Brasil  (1000)  /  Chile  (600)  /  Colômbia  (600)  /  Espanha  (1000)  /  México  (1000)  /  Peru  (600)  /  US  (1200)  Simultaneous  use:  Web  and    TV   Main  aVen/on  focus  28  30  28  17  12  21  22  28  35  34  33  33  33  33  37  35  16  17  19  24  25  21  21  22  11  11  14  16  15  17  13  7  10  9  6  9  16  9  7  8  Always   Almost  always  Some*mes   Seldom  Never  55  49  48  49  57  55  50  53  37  44  46  44  35  37  42  39  8  7  6  7  8  8  8  8  I  pay  more  a[en*on  to  the  web  I  pay  the  same  a[en*on  to  both  I  pay  more  a[en*on  to  TV  Base:  usage  of  Web  and  TV  at  same  -me:  Argen-na  (539)  /    Brasil  (914)  /  Chile  (563)  /  Colômbia  (544)  /  Espanha  (844)  /  México  (912)  /  Peru  (557)  /  US  (1109)  Media  usage  and  aVen/on  focus  Source:  Terra  Digital  (Ipsos)  
  8. 8. AVen/on  is  now  the    scarcest  resource  in  the  economy  
  9. 9.        “In  an  informa/on-­‐rich  world,  the  wealth  of  informa/on  means  a  dearth  of  something  else:  a  scarcity  of  whatever  it  is  that  informa/on  consumes.    What  informa/on  consumes  is  rather  obvious:  it  consumes  the  aVen/on  of  its  recipients.  Hence  a  wealth  of  informa/on  creates  a  poverty  of  aVen/on”.          Herbert  Simon,  1971  
  10. 10. Source:  Social  Bakers  (April  2013)  
  11. 11. Source:  adapted  from  IAB  /  Luma  Partners  
  12. 12. How  about  Ad  Agencies    Business  Model  ?  
  13. 13. The  Shareholder  Value  doctrine  brought  the  need  for  beVer  marke/ng  accountability  
  14. 14. Certainly  tensions  have  existed  between  my  Marke/ng  and   Finance   Directors   in   the   past   and   this   is   a   legacy  that   must   be     overcome.   Any   previous   barrier   to  communica/on   can   be   addressed   by   agreeing   a  common   language   about   what   really   drives   value   for  our   business   and   how   we   measure   the   impact   of  marke/ng   against   this.   But   in   this   respect   it   is   just   as  important  for  my  Finance  Director  to  adopt  a  thorough  understanding   of   marke/ng   as   it   is   for   my   Marke/ng  Director  to  apply  rigorous  financial  principles.  Source:  Deloi[e  Marke*ng  in  3D  study  
  15. 15. “The  Marke*ng  Director  waxes  lyrical  about  the  intangible  asset  of  the  brand  –  and  I  agree  in  the  importance  of  brand  as   a   founda*on   for   growth.   But   we   all   have   to   clearly  demonstrate   what   that   investment   produces   in   terms   of  building  value  in  the  business.  Marke*ng  have  constantly  hidden  behind  a  fog  of  measures  that  are  based  purely  on  tac*cal   marke*ng   ac*vity,   rather   than   solid   financial  metrics  that  are  relevant  to  the  City.  For  years  they  have  kept  me  at  arm’s  length.  This  hasn’t  done  them  any  favours  in  improving  my  percep*on  of  them,  but  has  also  been  to  their   detriment   in   not   learning   or   understanding   how   to  best  apply  financial  discipline  to  their  func*on”  -­‐  CFO  Source:  Deloi[e  Marke*ng  in  3D  study  
  16. 16. CMOs  are  in  need  of  bigger  efficiency  of  media  spending    42%  45%  48%  58%  63%  Marke/ng  Influenced  Sales  Overall  Sales  Conversion  Rate  Customer  experience  Marke/ng  ROI  5  most  important  measures  to  gauge  marke/ng  success  Source:  IBM  CMOs  Study  2012  (Interviews  with  1.700  Global  CMOs)  
  17. 17. How to achieve competitiveadvantage in this new context ?
  18. 18. Spreadable  Media  Business  Model?  Source:  Yume/Frank  Magid  Associates  –  2012  (US)  
  19. 19. Big  Data  is  about  finding  paVerns  in  data  
  20. 20.    Big  Data  is  just  data.  It  improves  opera/onal  efficieny,  but  is  not  a  strategy  
  21. 21.  reach↔  interac*on  ↔ dissemina*on  Consumercast  >  Broadcast  screens  Informa/on  Goods  
  22. 22. Informa/on  goods  are  anything  that  can  be  digi/zed  (books,  movies,  journals,  telephone  conversa/ons,  photos,  etc).  They  can  be  edited,  bought,  shared,  rented  or  loaned  (Hal  Varian)  
  23. 23. Adver*sing  Informa*on  Goods  
  24. 24. Smart  data:  the  use  of  Big  Data  to  transform  adver*sing  in  a  informa*on  good  for  consumers  and  adver*sers  Add  value  (consumers)  Reduce  Costs  (clients)  Create  new  reality/change  (society)  Minimize  risks  (clients’  reputa*on)  Source:  adapted  from  Marchand,  Compe*ng  with  Informa*on  
  25. 25. Adver/sing  as  a    Informa/on  Good  Convenient  Consumer  centric  /  context  A[en*on  saving  Crea/ve  A[en*on  grabing  Allow  /  es*mulate  sharing  Measurable  Across  several  planorms  Linked  to  CFO  goals  and  CIO  capaci*es    
  26. 26. It   is   not   the   strongest   of   the   species   that  survives,   nor   the   most   intelligent,   but   rather  the  one  most  adaptable  to  change.  
  27. 27. Big  Data,  Informa/on  Goods  and  the  Adver/sing  Value  Chain    São  Paulo,  04/16/2013  Marcelo  Cou/nho  Terra  Networks  /  Fundação  Getúlio  Vargas  marcelo.cou*nho@corp.terra.com.br   @mcou*nho  

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