The State of
Advertising in
  Australia

                 Adknowledge Seminar
                    29 September 2009
The State of Advertising


    The sub text:   Social Media
                    New Technology
                    New Aud...
from
Shock & Awe
  to
Hearts & Minds
penetration        surround the
              strategy consumer
  coverage
              impact
  ambush
  marketing      ...
conversation        intimacy

dialogue                listening
   engagement
                      touch-points

      fu...
An evolution in the economics of
advertising
   Limited Choice,        Boundless Choice,
   Boundless Attention    Limited...
The Evolution
 Product Claim
                 Values Based
The Cycle of Media
                                                                                                       ...
This is the confluence of cyclical and
         structural influences
6000
                                 Print has     ...
The future where technology meets
psychology

    Downturn has forced a tighter

            coupling of

      values & v...
Our future has two media trinities
                Trinity 1
                Bought



                 Multi-
           ...
Our future has two media trinities
                Trinity 2
               Interactive




              Marketing
      ...
The Future Multi-media Game Play
      2009
                  Personal
      2014      Communication




                S...
What if, in the future…..

   Importance                   Ad Expenditure
            Main Media




            Social Me...
In the future
  Who is king?
Holy Grail
• Measurement and recognition of multi channel
  performance

• Data in everything to an increasingly granular ...
Chemistry
            +
      Culture
            =
Collaboration
Looking ahead




data/creativity
This future which has started is
about…..
1. An increasingly personalised opportunity to
   effectively communicate

2. Te...
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The State Of Advertising In Aust

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Author: Anne Parsons
State of Advertising in Australia
Future trends
Shifts in media spend

Published in: Business, News & Politics
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The State Of Advertising In Aust

  1. 1. The State of Advertising in Australia Adknowledge Seminar 29 September 2009
  2. 2. The State of Advertising The sub text: Social Media New Technology New Audiences New Engagement
  3. 3. from Shock & Awe to Hearts & Minds
  4. 4. penetration surround the strategy consumer coverage impact ambush marketing campaign weight guerilla marketing
  5. 5. conversation intimacy dialogue listening engagement touch-points fulfillment connection
  6. 6. An evolution in the economics of advertising Limited Choice, Boundless Choice, Boundless Attention Limited Attention High Competitive Low Competitive Entry Barriers Entry Barriers Competitively Consumer focused focused Products with Claims Brands with Values and Attributes
  7. 7. The Evolution Product Claim Values Based
  8. 8. The Cycle of Media 342 14000 331 335 350 12000 All Ad spend 1986-2009 ($million), 285 297 300 and indexed versus 1986 265 11720 12130 11865 10000 237 10527 250 225 10109 217 207 209 9387 199 8000 185 8395 200 168 7970 167 7682 7337 7423 153 7061 141 137 139 6587 6000 135 150 124 129 5915 5954 108 5414 100 4980 4870 4790 4923 4000 4392 4580 100 3843 3543 2000 50 0 0 Share of Ad spend 1986-2009 by media type E 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 20 20 100% 2.2 2.8 5.8 5.8 5.4 5.4 4.4 4.3 4.2 3.9 4.2 3.5 3.7 4.1 6.1 7.2 7.2 6.9 6.9 6.9 3.4 3.5 3.5 9.5 11.5 Ad spend ($m illion) Index versus 1986 14.1 7.9 8.6 3.5 16.5 9 9 8.8 8.6 8.8 8.8 9.4 8.9 8.6 8.8 9.2 8.2 9.1 8.8 3.6 8.9 9.3 9 3.7 8.9 3.7 8.8 3.6 80% 8.4 8.2 8 49.1 49.3 51.7 51.9 51.3 53.5 48.5 60% 48 48.3 50.2 50.4 51.7 50.4 53 52.8 52.6 49.9 49.3 47.9 47.2 44.8 43.6 42.4 37.9 40% 20% 34.2 34.7 33.8 35.7 34.7 35.8 34.5 34.2 35.2 34 34.4 34.6 34.8 34.8 33.4 32.7 34.2 33.4 33.5 33.4 32.5 32 30.7 28.4 0% E 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 20 20 TV Print Radio Cinema OOH Online
  9. 9. This is the confluence of cyclical and structural influences 6000 Print has All fall steepest fall except 5000 Radio hardly Online affected 4000 3000 Ad spend 1986-2009 by media type ($million) 2000 1000 1174 1200 1200 1023 0 1000 Slower 1000 E 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 20 20 growth, Online spend versus all advertising 806 TV Print Radio Cinema OOH Online 800 spend 2002-2009 indexed versus 2002 but no fall 800 599 600 600 371 400 400 232 158 154 200 200 141 132 137 153 100 122 100 109 0 0 E 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 20 20 Online ad spend index versus 2002 All ad spend index versus 2002
  10. 10. The future where technology meets psychology Downturn has forced a tighter coupling of values & value conscious
  11. 11. Our future has two media trinities Trinity 1 Bought Multi- Media Earned Owned
  12. 12. Our future has two media trinities Trinity 2 Interactive Marketing Orientation Mobile Social
  13. 13. The Future Multi-media Game Play 2009 Personal 2014 Communication Social Media Mobile Internet PC Internet Low Reach High Reach Analogue TV Magazines Digital Newspapers TV Radio Mass Communication Out of home
  14. 14. What if, in the future….. Importance Ad Expenditure Main Media Social Media 2009 Time 2014
  15. 15. In the future Who is king?
  16. 16. Holy Grail • Measurement and recognition of multi channel performance • Data in everything to an increasingly granular level • How do we use this data to generate knowledge for our clients in terms of where and how they should INVEST ROI
  17. 17. Chemistry + Culture = Collaboration
  18. 18. Looking ahead data/creativity
  19. 19. This future which has started is about….. 1. An increasingly personalised opportunity to effectively communicate 2. Technology meets psychology 3. Media in the forefront as a Holy Trinity of bought, owned, earned or mobile, social or interactive 4. Investment patterns must and are changing 5. The Holy Grail is still knowledge of what is working best

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