Advertising Gets Personal
In 2007, Ad Age named THE CONSUMER as its Agency of the Year.
Doritos 2007 Superbowl Spot
Doritos 2009 Superbowl Spot
Don't Look Now, but the Crowd Might Just Steal Your Ad Account  Unilever Takes Practice Further Than Most, Sacks Lowe on P...
The signs have been there  for years. MEDIA FRAGMENTATION WORLD WIDE WEB SOCIAL NETWORKS CONSUMER  GENERATED MEDIA PERSONA...
MEDIA FRAGMENTATION
 
 
Audience Penetration in 2009 US homes with at least 1 TV — 114.9M US mobile phone users 13+ — 223M Mobile web users — 60.7...
Two big signs in 1994 WORLD WIDE WEB
 
From 2000 to 2010, global Internet usage grew 444.8%. -- Internet World Stats, June 30, 2010 444.8%
Time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth. -- 2...
 
Publishing and media  made so easy, anyone can do it.
The Rise of the Blog
Gives Way to Micro-Blogging  and Social Networks
“ Facebook is the equivalent for us to what TV was for marketers back in the 1960s.  It's an integral part of what we do n...
Nielsen research released this week shows that consumers are spending 43% more time on social media than a year ago, makin...
Adult Internet Users Who Use Social Network Sites Age 18-29 — 86%  — up 13% Age 30 - 49 — 61% — up 15%  Age 50 - 64 — 47% ...
Gatorade Mission Control has had more than 2,000 one-on-one conversations with consumers, while the brand's “likes” on Fac...
Acquiring Customers through Social Media Twitter 38% (B2B) / 51% (B2C) Facebook 33% (B2B) / 68% (B2C) LinkedIn 45% (B2B) /...
B2B
 
And Consumer Generated Media
 
From 2000-2002, nearly one-third of consumers participated in online chats / discussions or posted content on the Internet...
30 billion online videos watched  in April 2010. 30 BILLION
And  Personal Media Networks
FACEBOOK YOUTUBE TWITTER PERSONAL BLOG TXT MSG FLICKR REFERRAL APPS YELP • FOURSQUARE • SHOPSAVVY LINKED IN IM EMAIL FRIEN...
Today, the news comes to you. Personally.
 
80% of newspaper and magazine publishers believe people will rely more heavily on mobile devices as their primary informat...
You share… NEWS ADVERTISING OPINIONS ENTERTAINMENT
"Internet users are spending more time posting photographs, updating status messages and scrolling through news from ...
The Impact on Advertising
You pick and choose… IF you want to see advertising WHEN you want to see advertising WHERE you want to see advertising WHA...
The number one trusted media  in advertising is WORD OF MOUTH
The impact on advertising? This time it’s personal.
The world's 100 most valuable brands were evaluated by how well they engage with their consumers using social media and ho...
Since they can pick and choose, advertising must be SURPRISING
42% of agency and brand marketers plan to increase their digital out-of-home (DOOH) advertising spending through 2009 and ...
Since they can pick and choose, advertising must be SURPRISING
If you can't tell what it is chances are it's advertising. The blurring of lines for what's an ad is obvious in the compet...
Since they can pick and choose, advertising must be SURPRISING
An analysis of recall levels vs. advertising spend showed that OOH outperformed TV  as well as positively impacted key bra...
Since they can pick and choose, advertising must be EASY TO SHARE
American Internet surfers are spending more time on social networking sites than searching.   Americans spent 41.1 million...
Since they can pick and choose, advertising must be EASY TO SHARE
Referral traffic for online video from Facebook and Twitter is growing faster than from traditional search engines. At cur...
Since they can pick and choose, advertising must be EASY TO SHARE
50% of surveyed marketers  employ viral videos,  a 100% increase since 2007 -- ANA survey done by the ANA and BtoB Magazin...
Since they can pick and choose, advertising must be REWARDING
Over 160 million kilometers had been logged on nikeplus.com; over 900,000 challenges and 1.7 million goals had been create...
Since they can pick and choose, advertising must be REWARDING
Digital out-of-home advertising currently reaches two-thirds of US residents  ages 18+ each month 2/3
Since they can pick and choose, advertising must be REWARDING
92% acknowledge they have a more positive image of a company that supports a cause they care about. --  2007 Cone Cause Ev...
Since they can pick and choose, advertising must be LISTENING
61% of Americans report that quality customer service is more important to them in today's economic environment, and will ...
Since they can pick and choose, advertising must be LISTENING
More than half of businesses are increasing their inbound marketing budgets (social media, blogs, SEO, PPC) this year. -- ...
91% of Americans consider the level of customer service important when deciding to do business with a company, but only 24...
Since they can pick and choose, advertising must be LISTENING
65% of surveyed marketers said they're not using any listening tools to monitor what their customers are saying about thei...
Since they can pick and choose, advertising must be MOBILE
Mobile media has emerged as the next big wave in advertising, mainly threatening the Web, but also peeling significant exp...
 
Since they can pick and choose, advertising must be MOBILE
82%   of adults today are cell phone users,  and 23% of adults now live in a household that has a cell phone but no landli...
82%   Of the 82%,  43% have apps on their phones.  That equates to 35% of the entire U.S. adult population who have cell p...
 
Since they can pick and choose, advertising must be MOBILE
30%   30% of respondents access Facebook and/or Twitter from their mobile phone (through a browser or application) once a ...
Since they can pick and choose, advertising must be INTEGRATED BRAND MESSAGE TELEVISION PRINT OUT-OF-HOME INTERNET The Old...
Since they can pick and choose, advertising must be INTEGRATED BRAND CONVER- SATION VIRAL VIDEO SOCIAL NETWORK TRANSACTION...
INTEGRATED COMMUNICATIONS EXAMPLES James Ready Beer
INTEGRATED COMMUNICATIONS EXAMPLES HBO True Blood
INTEGRATED COMMUNICATIONS EXAMPLES Sprint Now Network
INTEGRATED COMMUNICATIONS EXAMPLES Whopper Freakout
Good advertising gets shared. It gets personal.
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Advertising Gets Personal

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Advertising Gets Personal

  1. 1. Advertising Gets Personal
  2. 2. In 2007, Ad Age named THE CONSUMER as its Agency of the Year.
  3. 3. Doritos 2007 Superbowl Spot
  4. 4. Doritos 2009 Superbowl Spot
  5. 5. Don't Look Now, but the Crowd Might Just Steal Your Ad Account Unilever Takes Practice Further Than Most, Sacks Lowe on Peperami Biz -- September 14, 2009 For some time, marketers have been using ad contests as one-off PR ploys for their brands. Now, Unilever is testing whether crowdsourcing can be a long-term strategy for one of its British brands -- and the result could have far-reaching consequences for any number of agencies on the consumer-goods giant's roster. Just ask Lowe, London, which was recently sacked by Unilever on its Peperami snack brand so that the marketer can run a contest to find ad ideas. Unilever is offering a $10,000 bounty to the winner of a competition to find TV and print ideas for the meat snack popular with schoolchildren.
  6. 6. The signs have been there for years. MEDIA FRAGMENTATION WORLD WIDE WEB SOCIAL NETWORKS CONSUMER GENERATED MEDIA PERSONAL MEDIA NETWORK
  7. 7. MEDIA FRAGMENTATION
  8. 10. Audience Penetration in 2009 US homes with at least 1 TV — 114.9M US mobile phone users 13+ — 223M Mobile web users — 60.7M Active US Internet users — 195M Viewers of online video — 138.4M Facebook users — 109.7M -- Source All Data: The Nielsen Company as of Nov 2009 -- US Population 307,006,550 - Jul 2009 Source: U.S. Census Bureau
  9. 11. Two big signs in 1994 WORLD WIDE WEB
  10. 13. From 2000 to 2010, global Internet usage grew 444.8%. -- Internet World Stats, June 30, 2010 444.8%
  11. 14. Time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth. -- 2009 Nielsen report “Global Faces and Networked Places.” 3X
  12. 16. Publishing and media made so easy, anyone can do it.
  13. 17. The Rise of the Blog
  14. 18. Gives Way to Micro-Blogging and Social Networks
  15. 19. “ Facebook is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now.” -- Davide Grasso, Nike's chief marketing officer
  16. 20. Nielsen research released this week shows that consumers are spending 43% more time on social media than a year ago, making social networking and blogs the top online activity followed by online games and email. #1
  17. 21. Adult Internet Users Who Use Social Network Sites Age 18-29 — 86% — up 13% Age 30 - 49 — 61% — up 15% Age 50 - 64 — 47% — up 50% Age 65+ — 26% — up 100% 86%
  18. 22. Gatorade Mission Control has had more than 2,000 one-on-one conversations with consumers, while the brand's “likes” on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule. 2000
  19. 23. Acquiring Customers through Social Media Twitter 38% (B2B) / 51% (B2C) Facebook 33% (B2B) / 68% (B2C) LinkedIn 45% (B2B) / 26% (B2C) Company Blog 43% (B2B) / 57% (B2C) -- White Horse, June 2010 B2B
  20. 24. B2B
  21. 26. And Consumer Generated Media
  22. 28. From 2000-2002, nearly one-third of consumers participated in online chats / discussions or posted content on the Internet, a 21% increase. -- Madden, M. “America’s Online Pursuits,” Pew Internet & American Life Project. December 2003 1/3
  23. 29. 30 billion online videos watched in April 2010. 30 BILLION
  24. 30. And Personal Media Networks
  25. 31. FACEBOOK YOUTUBE TWITTER PERSONAL BLOG TXT MSG FLICKR REFERRAL APPS YELP • FOURSQUARE • SHOPSAVVY LINKED IN IM EMAIL FRIENDS FAMILY BEHAVIORALLY SIMILAR ASSOCIATES
  26. 32. Today, the news comes to you. Personally.
  27. 34. 80% of newspaper and magazine publishers believe people will rely more heavily on mobile devices as their primary information source in the next three years 80%
  28. 35. You share… NEWS ADVERTISING OPINIONS ENTERTAINMENT
  29. 36. "Internet users are spending more time posting photographs, updating status messages and scrolling through news from friends which is rivaling everything else people do online," said comScore.
  30. 37. The Impact on Advertising
  31. 38. You pick and choose… IF you want to see advertising WHEN you want to see advertising WHERE you want to see advertising WHAT brands you want to see WHICH messages you want to share
  32. 39. The number one trusted media in advertising is WORD OF MOUTH
  33. 40. The impact on advertising? This time it’s personal.
  34. 41. The world's 100 most valuable brands were evaluated by how well they engage with their consumers using social media and how their engagement correlates with revenue. The report stated that companies with the highest level of social media activity increased revenue by 18% in the last 12 months , while companies that were the least active saw a 6 percent drop in sales. --The Engagement DB 2009 Report
  35. 42. Since they can pick and choose, advertising must be SURPRISING
  36. 43. 42% of agency and brand marketers plan to increase their digital out-of-home (DOOH) advertising spending through 2009 and the first half of 2010. 42%
  37. 44. Since they can pick and choose, advertising must be SURPRISING
  38. 45. If you can't tell what it is chances are it's advertising. The blurring of lines for what's an ad is obvious in the competition for Lion awards at the 56th International Advertising Festival this week. Entries in the 11 ad categories range from faux ads and products to marketing that combines a live event, social networking, film and outdoor. "You're seeing a lot of ideas everywhere," says Mark Tutssel, global chief creative officer, Leo Burnett Worldwide. "The industry has completely changed.” -- Theresa Howard, USA TODAY
  39. 46. Since they can pick and choose, advertising must be SURPRISING
  40. 47. An analysis of recall levels vs. advertising spend showed that OOH outperformed TV as well as positively impacted key brand metrics such as intent to purchase, information seeking and product recommendation.
  41. 48. Since they can pick and choose, advertising must be EASY TO SHARE
  42. 49. American Internet surfers are spending more time on social networking sites than searching. Americans spent 41.1 million minutes on Facebook in August -- about 9.9 percent of their Internet surfing minutes for the month — 39.8 million minutes / 9.6 percent of surfing minutes on all Google sites combined, including YouTube, the free gmail e-mail service, Google news and others. --comScore Inc. 9.9%
  43. 50. Since they can pick and choose, advertising must be EASY TO SHARE
  44. 51. Referral traffic for online video from Facebook and Twitter is growing faster than from traditional search engines. At current growth rates, Facebook will surpass Yahoo! within the year to be the second only to Google for video referral traffic. #2
  45. 52. Since they can pick and choose, advertising must be EASY TO SHARE
  46. 53. 50% of surveyed marketers employ viral videos, a 100% increase since 2007 -- ANA survey done by the ANA and BtoB Magazine 50%
  47. 54. Since they can pick and choose, advertising must be REWARDING
  48. 55. Over 160 million kilometers had been logged on nikeplus.com; over 900,000 challenges and 1.7 million goals had been created; and more than 140,000 training programs had been launched by runners in 180 countries around the world. Men vs. Women is currently the most popular challenge on nikeplus.com. 900,000
  49. 56. Since they can pick and choose, advertising must be REWARDING
  50. 57. Digital out-of-home advertising currently reaches two-thirds of US residents ages 18+ each month 2/3
  51. 58. Since they can pick and choose, advertising must be REWARDING
  52. 59. 92% acknowledge they have a more positive image of a company that supports a cause they care about. -- 2007 Cone Cause Evolution Survey of American buyers 92%
  53. 60. Since they can pick and choose, advertising must be LISTENING
  54. 61. 61% of Americans report that quality customer service is more important to them in today's economic environment, and will spend an average of 9% more when they believe a company provides excellent service. -- According to the American Express Global Customer Service Barometer. 61%
  55. 62. Since they can pick and choose, advertising must be LISTENING
  56. 63. More than half of businesses are increasing their inbound marketing budgets (social media, blogs, SEO, PPC) this year. -- "State of Inbound Marketing Report" from Hubspot 51%
  57. 64. 91% of Americans consider the level of customer service important when deciding to do business with a company, but only 24% believe companies value their business and will go the extra mile to keep it. 91%
  58. 65. Since they can pick and choose, advertising must be LISTENING
  59. 66. 65% of surveyed marketers said they're not using any listening tools to monitor what their customers are saying about their brand --COLLOQUY and the Direct Marketing Association, U.S. 65%
  60. 67. Since they can pick and choose, advertising must be MOBILE
  61. 68. Mobile media has emerged as the next big wave in advertising, mainly threatening the Web, but also peeling significant expenditures away from direct mail and yellow pages. -- Mobile Marketing report from Borrell Associates
  62. 70. Since they can pick and choose, advertising must be MOBILE
  63. 71. 82% of adults today are cell phone users, and 23% of adults now live in a household that has a cell phone but no landline phone.
  64. 72. 82% Of the 82%, 43% have apps on their phones. That equates to 35% of the entire U.S. adult population who have cell phones with apps.
  65. 74. Since they can pick and choose, advertising must be MOBILE
  66. 75. 30% 30% of respondents access Facebook and/or Twitter from their mobile phone (through a browser or application) once a day or more -- "S-Net The Impact of Social Media,” ROI Research Inc.
  67. 76. Since they can pick and choose, advertising must be INTEGRATED BRAND MESSAGE TELEVISION PRINT OUT-OF-HOME INTERNET The Old Approach
  68. 77. Since they can pick and choose, advertising must be INTEGRATED BRAND CONVER- SATION VIRAL VIDEO SOCIAL NETWORK TRANSACTION MOBIL APP The NEW Approach
  69. 78. INTEGRATED COMMUNICATIONS EXAMPLES James Ready Beer
  70. 79. INTEGRATED COMMUNICATIONS EXAMPLES HBO True Blood
  71. 80. INTEGRATED COMMUNICATIONS EXAMPLES Sprint Now Network
  72. 81. INTEGRATED COMMUNICATIONS EXAMPLES Whopper Freakout
  73. 82. Good advertising gets shared. It gets personal.
  74. 83. DISCUSSION

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