Brand advertisers should take a fresh hard look at TV advertising and hold it up to the same, high standards of measurability and ROI as digital; and they should be sure to synergize TV (pitching) and digital (catching).
«Rede über Organspende. Bleiben Sie zuhause. Konsumieren Sie nachhaltig. Hole das ‚Ja‘ vor jedem sexuellen Kontakt ein! Seien Sie gute Eltern.…»
Kampagnen informieren, sensibilisieren, motivieren – und wollen Denk- und Verhaltensmuster durch gezielte Botschaften verändern. Erfolgreiche Kampagnen setzen auf den Marketing- und Methoden-Mix. Soziale Medien helfen dabei, die Dialoggruppen schnell und direkt zu erreichen.
Eine Expertin und ein Experte geben Einblick in ihre Kampagnenführung und Tipps, wie man Zielgruppen auf TikTok, Insta und Co. am besten anspricht, um die gewünschte Wirkung zu erzielen.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
A tool to remind audience members that loud cell phones are annoying, disrespectful, and rude . . .
This one has a twist at the end - designed to ask for silence but allow for input via text-messaging like with polleverywhere.com
«Rede über Organspende. Bleiben Sie zuhause. Konsumieren Sie nachhaltig. Hole das ‚Ja‘ vor jedem sexuellen Kontakt ein! Seien Sie gute Eltern.…»
Kampagnen informieren, sensibilisieren, motivieren – und wollen Denk- und Verhaltensmuster durch gezielte Botschaften verändern. Erfolgreiche Kampagnen setzen auf den Marketing- und Methoden-Mix. Soziale Medien helfen dabei, die Dialoggruppen schnell und direkt zu erreichen.
Eine Expertin und ein Experte geben Einblick in ihre Kampagnenführung und Tipps, wie man Zielgruppen auf TikTok, Insta und Co. am besten anspricht, um die gewünschte Wirkung zu erzielen.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
A tool to remind audience members that loud cell phones are annoying, disrespectful, and rude . . .
This one has a twist at the end - designed to ask for silence but allow for input via text-messaging like with polleverywhere.com
2nd screen monetization driven by enagegment by Roope Suomalainen, OTTtv Worl...Ixonos Plc
During the Next-Generation Advertising Day at the OTTtv World Summit, which took place in London on 17-20 November 2014, Roope Suomalainen head of media at Ixonos, delivered a presentation titled “2nd Screen Monetization Driven by Engagement". As the leading event in the over-the-top TV market, this was a perfect forum to address the lack of innovation in advertising that plagues the digital era. It is time to put an end to the narrow-minded TV-led view to advertising and see where the real monetisation opportunities lie today.
Storytelling and TV Advertising (No Story, No Glory)Futurelab
This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising.
Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well".
Note: Youtube Video Content is embedded
Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
2nd screen monetization driven by enagegment by Roope Suomalainen, OTTtv Worl...Ixonos Plc
During the Next-Generation Advertising Day at the OTTtv World Summit, which took place in London on 17-20 November 2014, Roope Suomalainen head of media at Ixonos, delivered a presentation titled “2nd Screen Monetization Driven by Engagement". As the leading event in the over-the-top TV market, this was a perfect forum to address the lack of innovation in advertising that plagues the digital era. It is time to put an end to the narrow-minded TV-led view to advertising and see where the real monetisation opportunities lie today.
Storytelling and TV Advertising (No Story, No Glory)Futurelab
This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising.
Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well".
Note: Youtube Video Content is embedded
Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
My speech to a group of local television broadcasters blends practical suggestions with an overview of broad trends in the future of television, expressed as a series of questions
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
Presentation on the tablet's effect on media consumption, in specific relation to news publishing by John Oswald from Fjord.
www.fjordnet.com
twitter: @fjord
Content Service & Devices : New Relationships in A Content Everywhere World -...Abhigyan Jha
My speech at Broadcast Asia in 2012 that set the stage for the complete overhaul of Broadcast Asia 2013 - where OTT was teh focus instead of traditional Broadcasting. This presentation predicted what Netflix had to do to survive. If you feel Broadcast Model is about to die - this is conformation & prediction of what future models will be.
NYU Integrated Marketing Campaign Project. Client: The EconomistPatty Yunen Latour
As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.
Similar to Biggest Lies about TV Advertising by Augustine Fou (20)
how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
bad guys started with fake websites, then moved to loading ads only to save time and bandwidth; now they are simply faking bid requests and flooding exchanges
Previous studies that addressed the impact of losing third party (“3P”) cookies on ad revenue did not clearly differentiate between the impact on ad tech intermediaries versus on publishers. Instead of “advertiser CPMs” (what advertisers pay) this study uses “media CPMs” (what the publishers get) to better isolate the impact of tracking vs no tracking on publishers.
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
The original idea of the digital media trust collaborative is was sharing threat intelligence to more quickly remove fraudulent domains and apps from media buys.
most buyers who buy in programmatic channels think they are getting enormous "reach" -- i.e. their ads are shown on many sites; but this data shows the exact opposite is true. Their ads are being shown on a small number of sites (less than 1,000); the buyers might as well have bought more direct from good publishers.
digital ad fraud is as rampant as ever; new ripples caused by privacy regulations are starting to affect the market. and more BS from trade associations pretending to be doing something
Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.
from the IAB FY 2019 advertising revenue report, we show that CPM and CPC ads represent 92% of all digital spend; these are the favorite targets of fraudters
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
More from Dr. Augustine Fou - Independent Ad Fraud Researcher (20)
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
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Biggest Lies about TV Advertising by Augustine Fou
1. Biggest LIES of
TV Advertising
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
May 1, 2012 1
2. Executive Summary
• The old ad-land joke about “wasting 50% of my ad dollars”
has gone on long enough; brand advertisers should take a
hard look at TV and hold it to the same, high standards of
measurability and ROI as digital.
• TV advertising may continue to be used as long as it is part
of an overall Unified Marketing™ approach AND only if the
main marketing problem is lack of awareness.
• This deck will debunk the most frequently told lies about TV
advertising and propose steps to unifying and synergizing
TV and digital marketing, including budget reallocation.
Further reading: TV Advertising Still Works, … NOT!
May 1, 2012 2
9. “TV’s got amazing reach..”
“Using Nielsen reported numbers you get: 146.5
hours per individual (age 2+) x 285 million
individuals (age 2+) that watch TV = 41.8 Billion
hours of TV watching; of which roughly 25% of the
time is TV ads or 10.4 Billion hours of total time
with TV ads, equivalent to some 1.2 Trillion 30
second commercials per month).”
May 1, 2012
… but,
9
10. But, reach is irrelevant if…
Nielsen (Dec 2010) estimates 44% of ads are not
skipped – i.e. 56% of ads ARE SKIPPED
IPG/YuMe (May 2011) study found 63% of TV
ads are avoided or simply ignored.
… no one saw the ads.
May 1, 2012 10
11. “People watch a LOT of TV”
Source: Nielsen Feb 2012
May 1, 2012
… but,
11
12. But, having the TV on…
Activity Engagement While TV is On
Surf the Internet on computer 56%
Read a book, magazine, newspaper 44%
Go on social networking site 40%
Text on mobile phone 37%
Something else (other) 30%
Shop online 29%
Surf the Internet on mobile phone 18%
None (i.e. actually watch TV)
14%
Surf the Internet on tablet
7%
Read a book on eReader
7%
Source: Harris / Adweek June 2011 0 10 20 30 40 50 60
… doesn’t mean they watched the ads.
May 1, 2012 12
13. “TV still beats Internet video”
May 1, 2012
Source: Nielsen, Jan 2012 … but,
13
14. But, TV ad spending has…
Source: Kleiner Perkins, May 30, 2012
… already plateaued; others have not .
May 1, 2012 14
16. But, how do you know it works ...
Traditional Digital
• TV • Search
• Print • Social
• Radio • Mobile
• Video
Metric: Metric:
Size of Actions of
Audience The Grand Digital Canyon Users
… if the metrics only tell you
the size of the audience.
May 1, 2012.
18. But, the agency got all …
By 2007, per store sales
for Burger King fell
behind Wendy’s.
By 2012, Burger King fell
to No. 3 in overall sales. No. 2
… the fame and new biz.
May 1, 2012.
20. But, actually they will…
Top Reasons for Owning/Using DVR
Pause, Rewind, Fast…
Recommendations: Get…
“I buy a season of
Watch TV Shows When…
„24‟ on DVD so I
Skipping Ads /…
can watch 60 min
Season Management (1…
shows in 41 mins”
No Tapes (VCR)
0% 20% 40% 60% 80% 100%
Source: Online Poll April 2012
… skip them if they could.
May 1, 2012 20
21. Ads are engaging …
Users trust us …
TV ads are for branding…
… but,
May 1, 2012 21
22. Telling users about an experience
… is not the same as experiencing it.
May 1, 2012 22
26. Can you name the company
Hint: they are ALL 2012 Superbowl ads
May 1, 2012
…behind these ads?
26
27. $10 billion of TV ads …
1988: 50.4M barrels
2001: 33.4M barrels
2010: $555 million ad spend
1996
“bud”-”why”-”zer”
1999
“whassssuuuuup?”
2012: 17.7M barrels
…could not save Budweiser.
May 1, 2012 27
28. Cost-Benefit Analysis…
Television Online Video DVDs
32% ads
1.5% ads 0% ads
68% 98.5% 100%
Content: Free Content: Free Content: $40
Time Cost: 19 mins Time Cost: 1.5% Time Cost: 456 ad
of ads per 60 mins time spent on ads mins saved (19 mins x
24 episodes)
Source: eMarketer Dec 2010 Source: MarketingCharts, April 2012 Source: Google Shopping, May 2012
… what’s your time worth?
May 1, 2012 28
29. Users have evolved …
PUSH PULL
• Direct marketing People ignore “interruption media” and
• Email marketing only pay attention to information they are
• Online marketing seeking. (“Purple Cow” by Seth Godin)
• Sports marketing
• Word of mouth marketing
• Guerrilla marketing
• Blog marketing
• Event marketing
• Product placement
• In-game marketing
• Sponsorships
Advertisers push message out Users do their own research
May 1, 2012 29
30. Advertisers can no longer…
… just shout their ads at people.
May 1, 2012 30
31. Empowered customers…
• Research products online
• Find information via search
• Trust peers most
Source: Forrester Research Q3 2010
May 1, 2012 31
32. Paid ads are over …
TV Advertising
“it’s over after it’s aired”
Even Superbowl ads stimulate only
fleeting recall – of the top 100 daily
Google searches how many were
related to Superbowl ads?:
• Feb 1: 20 of 100
• Feb 2: 6 of 100
• Feb 3: 1 of 100
• Feb 4: ZERO of 100 (forgotten by day 4)
… when the media buy ends.
March 29, 2012. 32
34. Televigital Transition
• Understand your customers’ missing links (most of
them may already be aware of your brand); they
need other information to take action
• More transparency and accountability; count and
measure what matters – viewed ads not aired ads
• If you must still do the “pitching” via TV ads, be
sure to do the “catching” in digital channels when
modern users come online to research further.
May 1, 2012 34
35. Next steps
• Missing Link analysis – what are the bits of
information your customers need to move
expeditiously towards the purchase?
Further reading: http://mktsci.com/missing-link-marketing.htm
• Unified Marketing™ Framework – map your
current advertising and marketing tactics to
detect redundancies or gaps in spending.
Further reading: Unified Marketing http://bit.ly/mQfPXU
May 1, 2012 35
36. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an advisor on digital strategy
and social media marketing, with over 16 years of
in-the-trenches, hands-on experience. He provides
client executives with objective, in-depth
assessments of their current marketing programs
and recommendations for improving business
impact and ROI with digital insights.
Dr. Fou was the former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. He is also an
Adjunct Professor at NYU in the School for Continuing and
Professional Studies and at Rutgers University at the Center
for Management Development, where he teaches courses on
digital strategy, social media marketing to executives. He is a
frequent panelist, moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He started
his career with McKinsey & Company. He writes a monthly
column on Integrated Marketing for ClickZ.com, and can be
found on Twitter.com @acfou.
May 1, 2012 acfou@mktsci.com 36