T R C Researchers Day 09

Where is...
advertising, TV production and
digital content headed?
TRC Glasgow september 29th 2009

Sunday, 4 October 2009

The facts...

“An advertising agency or ad agency is a
service business dedicated to creating, planning
and handling advertising (and sometimes other
forms of promotion) for its clients. An ad
agency is independent from the client and
provides an outside point of view to the effort
of selling the client's products or services.”


We create ideas that move people

We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas



We do ideas We do ideas We do ideas We do ideas We do ideas We do ideas


the good old days
...we commanded attention

When we commanded 100% attention

we solved problems


we solved problems hierarchical,
silos, specialist skills,
God-like creative directors
and sharp suited account men
drinking martini’s in the morning


We told stories...


Agency execs
became scared


commissioning editors started worrying...


Internet advertising accounted for over £3.3bn
in 2008. A 17% increase when other media is
declining or flat.

consumer or viewer attention
71% of the UK population are
online and 44% doing so once
a day...

Internet is focusing their
attention


And then the bankers screwed up


why should you care ?
TV advertising funds a % of
production... and it’s falling

TV ad spend 21.9 % of ad spend in
2008

Currently 19.2 Online spend
dominated by display and search

2009 Internet expected to exceed
or get close to TV


In uncertain times when marketing budgets are
being slashed interesting things are happening...

- drive for more accountability
- More money spent on TV
-seeking new ways to tell stories

this is the first recession since the
internet had scale


Changes happening


The future and the past collide


Brands become integral to entertainment
and visa versa
“There is a new social and economic
landscape. Multiple channels, new
technologies, a less attentive consumer
have made interruptive connection with
consumers more and more difficult, the
old collision-model of advertising is
becoming increasingly anachronistic in a
world of personalised media platforms.

Branded content embraces these changes.
Creating brand entertainment based on
the things that really matter, consumers
volunteer their attention.”
BCMA


We all care about the same thing

Educate Inform

Entertain Interact


Opportunities to tell stories just exploded
Destinations to distribution

product AFP co-funded Original branded Funded
placement content content channels film


://Content/digital


://Content/digital
creation_collection_display_distribution


://Content/digital
Scarcity to abundance


://Content/digital
passive to hyperlinked


://Content/digital
gestural tangible interfaces


://Content/digital
Camera to synthetic CG


://Content/digital
limited to ubiquitos interactions


://Content/digital
limited to ubiquitos interactions
2D to immersive HD 4KHD and 3D

technology changing our art
mobile projection new internet cameras
photo realistic
animation software avatars
Cloud/ authoring
social TV Bandwidth growth storage/
retrieval/
Editing in the cloud redistribution

Everyday life streaming open source/open
access/open
standrds video
DAM Mobile internet collection
manaager
meta tagging Auto indexing
universal search

“creativity is a core industry skill that
will become more highly prized and
valued across the business in the future
as the need to entertain and engage
the consumer becomes central to to all
brands”
the Future Foundation and IPA
2007

Collaboration will be essential
Agencies - producers- Geeks


Transmedia storytelling

Transmedia storytelling, as defined
by Henry Jenkins in his 2006 book, is
storytelling across multiple forms
of media with each element making
distinctive contributions to a viewer/
user/player's understanding of the
story world. By using different
media formats, it attempts to
create "entrypoints" through which
consumers can become immersed in a
story world


a Social -Technology Revolution


a Social -Technology Revolution

simple | intuitive | inexpensive emerging platforms are
dominating the landscape


://EXAMPLES


Started here...


Original content


afp


Branded channels


who killed summer


Circle of 8


://UGC


://keep eye on...


Zuna vision


http://www.youtube.com/watch?v=oACt9R9z37U


://whatnow?
1. get to know agencies, media, creative and PR
2. Stay on top of trends - contagious news
3. follow agency blogs
4. Promote your ideas and services
5. Get to know ofcom regs
6. Seek afp with commissioners
7. Understand social media power
8. Think transmedia and consider back stories
9. Look for ways which technology can deepen the engagement
with stories
10. Pilot


thank you.


Appendix


T R C Researchers Day 09

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