Les Binet's Presentation


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Les Binet's presentation from the IPA strategy group debate on "Is the digital revolution killing TV advertising?" in London on 1st August 2007.

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Les Binet's Presentation

  1. 1. Is the digital revolution killing TV advertising? Les Binet DDB Matrix
  2. 2. “The 30 second ad is dead” <ul><li>“Young people don’t watch TV any more”. </li></ul><ul><li>“TV viewing is in decline”. </li></ul><ul><li>“Audiences are fragmenting, making TV less effective and less efficient”. </li></ul>
  3. 3. “ Bollocks!”
  4. 4. Youngsters watch a bit less TV. But then they always have done.
  5. 5. Total TV viewing is static. Commercial viewing is rising .
  6. 6. Fragmentation is reducing the cost of reaching people with TV.
  7. 7. TV is becoming more effective, not less.
  8. 8. The IPA dataBANK shows that… <ul><li>… the most effective campaigns generate emotional engagement and fame. </li></ul><ul><li>… TV is good particularly at both. </li></ul><ul><li>… campaigns that use TV are more effective and efficient than those that don’t. </li></ul><ul><li>… TV is the most accountable medium, because the sales effects are so easy to measure. </li></ul><ul><li>… the digital revolution is making TV stronger. </li></ul>
  9. 9. The Future <ul><li>Delivery mechanisms may change, but “TV” viewing will remain steady, or even rise. </li></ul><ul><li>Ads will continue to provide most of the funding. </li></ul><ul><li>Ad avoidance technology will reduce reach slightly, but falling prices will compensate. </li></ul><ul><li>Tighter targeting, improved interactivity, and lower prices will increase effectiveness further. </li></ul><ul><li>Low barriers to entry and ease of ad avoidance will make creativity even more important. </li></ul>
  10. 10. The future looks bright for TV advertising