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Will your brand have a voice in the fast forward future
The document discusses trends in television viewing and advertising. It notes that people are watching more TV and enjoying live content. However, ad skipping has become common with DVRs, though ads still achieve good recall. New models are needed for advertising, including more involvement and interaction. Brands will need to adapt to survive, with the fittest and funniest standing out from the competition. The future will require TV advertising to change to survive in this evolving landscape.
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Will your brand have a voice in the fast forward future
- 1. Will your brandhave a voice in the fast forward future? Richard Huntington Planning Director, HHCL/Redcell
- 2. 1. People arefalling in love with TV again Watching more Enjoying more TV is fighting back
- 3. “ Sky+ isbetter than sex” ES magazine
- 4. “ I wouldfind it easier to live without my liver” Daily Star
- 5. 2. The powerof live TV is still watched live Must watch live TV is gold dust Create must watch live content
- 6. 3. Ad skippingis not news Endemic in PVR households But skipping is a national sport
- 7. Causes of adavoidance 26% of viewers watched the ad break 30% paid partial attention 19% paid no attention 17% left the room 8% surfed away Source: Media Dynamics and Forrester
- 8. Ad recall remainsstrong in PVR homes
- 9. 4. New advertisingmodels Associated involvement New techniques for targeting New forms of interaction New means of evaluation
- 10. 5. We maylearn to love ads again
- 11. Source: TGI, 2004% “ The adverts are as good as the programmes”
- 12. Less advertising Bettertargeting Higher standards New regulatory environment?
- 13. 6. Brand DarwinismDeath of the level playing field Survival of the fittest & funniest The brand will sell the ad
- 14. Source: WPP Brandz,selected UK car brands 2001/2002. YouGov online omnibus 2003 Voltage Presence signature Little tigers Faded stars Clean slate Weak 1 6 5 4 3 2 7 8 9 10 11 12 Classic Olympic
- 15. The future... TVadvertising will survive TV advertising has to change
- 16. What do youwant to watch?
Editor's Notes
- #2 Sadly change tends to be greeted in one of two ways by the advertising industry and this is illustrated particularly well in the responses to the dawn of the PVR. First there are the Ostriches who bury their heads in the sand and insist that nothing fundamental is going to change and certainly not on their watch Then there are always the Lemmings who at the slightest disturbance to the status quo leap off the cliff shouting “content, content its all about branded content” The reality is that is is unclear exactly how PVRs will affect the effectiveness of television advertising However nobody who has a Sky+ and works in marketing can be under any illusion that the old rules and certainties are going to change fundamentally My intention is to do nothing more than act as a conversational catalyst for the dinner table by delivering 7 ideas, provocations and scenarios about the way in which the impact of PVRs may play out.