The most interesting things we learnt in 2014 and some of the things to get excited about in 2015.

1. A MESSAGE ON MEDIA
FROM THE FUTURE
2015

2. WE ARE PIVOTIING
ON THE MOST
EXCITING AND
TRANSITIONAL TIME
OF THE LAST 20
YEARS

3. CHANGE IS THE
ORDER OF THE DAY
YoY %
Change
Google -1%
Facebook 34%
Microsoft 4%
Yahoo -12%
Twitter 58%

4. WHAT WE LEARNT
IN 2014

5. BEST CAMPAIGNS
‘The Scarecrow’ -
Chipotle
#lookup – British
Airways
‘World’s Toughest
Job’ – Cardstore
‘Winner Stays’ –
Nike

6. BEST MEDIA STUNTS

7. BEST BRAND
STORIES
Greenpeace vs
Shell & Lego
Richard Branson-zilla
– Virgin Media Big
Kahuna Bundle
Walking Dead –
Times Square
Vinnie Chief Biscuit
Officer – Fox’s Biscuits

8. BEST BRAND
BEHAVIOUR

10. BEST BRAND
BEHAVIOUR
• Faced being sued for not ‘providing wings’, or improving athletic or
intellectual performance
• Agreed to pay US citizens who have bought one of its drinks equivalent of
£6 or free products
• Problem turned into huge marketing stunt for Red Bull (not exceeding $13m)

11. THE THINGS
EVERYONE TALKED
ABOUT
ALS Ice-Bucket
Challenge
Cancer Awareness ‘No
make-up selfie’
Apple iCloud & Security

12. PIZZA HUT WON THE
SOCIAL PRIZE

13. Bellwether forecasts
7.0% increase in
adspend for 2014,
before growth cools
to 3.8% in 2015

14. DIGITAL ADVERTISING KEPT
GROWING, WITH MOBILE
LEADING THE CHARGE

15. AT ITS EXPENSE
PRESS CONTINUES
TO SUFFER

16. RADIO REMAINS STABLE AS
STREAMING IS BOOMING

17. 175M CINEMA
ADMISSIONS PER YEAR
75% OF ADULTS GO AT
LEAST ONCE A YEAR
UP 28%FROM 2008

18. TIME SPENT WATCHING TV IS
GOING DOWN
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Q1 2010 Q1 2011 Q1 2012 Q1 2013 Q1 2014
No.ofhoursofTVviewedperday
Non-commercial viewing Commercial viewing
4 hours 12 min4 hours 8 mins4 hours 14 mins4 hours 18mins
3 hours 54 min
2 hours 30
mins
2 hours 43
mins
2 hours 41
mins
2 hours 42
mins
2 hours 40
mins
1 hour
24 mins
1 hour
29 mins
1 hour
27 mins
1 hour
32 mins
1 hour
38 mins
Source: BARB Jan-Mar 2010-2014, individuals

19. GOOD WEATHER AND CHANGING
HABITS ARE HITTING VIEWING
ACROSS THE BOARD
0
50
100
150
200
250
300
Individuals ABC1 adults Adults 16-34s Men hwch
Impacts(millions)
Q1 2013
Q1 2014
-5.9%
-5.1%
-5.6%
-7.7%
-5.9%
-5.0%

20. 1 MILLION
HOMES NOW
WITHOUT A TV

21. SCREEN
WARS
OR
SCREEN
LOVE?

22. MULTISCREENING IS
BECOMING THE NORM
Of which

23. THE TRUTH IS, IT REALLY DEPENDS
ON CONTEXT AND MOOD
Multi-Task Viewing Personal Viewing Session Viewing Clan Viewing
Sacrifice ViewingPartnership Viewing Feet-up Viewing
Source: Thinkbox Screen Life Oct 2014

24. & MULTISCREENING DOESN’T
REDUCE AD RECALL

25. THE
EMPIRE
STRIKES
BACK

26. Source: BARB 2014 UK data, eMarketer April 2014 data; includes time spent multi-tasking across platforms
TV
>3hrs
52mins
Digital
55 minutes

27. SESSION LENGTH
MATTERS

28. 381
547
121
496
180
98
Sky Go
(Mobile
and
Tablet)
1.8million
Live Premiere
Sky+ Premiere
Live Repeats
Sky+
Repeats
Sky On
Demand
(TV)
Only 21% of total viewing came
from the live premiere
Source: BARB/Skyview Individuals. Sky Go data based on views
381,000
TV audiences are delivered over a longer
time frame

30. THEY LOVE THEIR
MOBILES, BUT
DON’T LOVE THE
ADS ON THEM
FAVOURABILITY
ATTENTION

31. ONE FIFTH OF USERS USE AD
BLOCKING SOFTWARE
85PERCENT OF ALL CLICKS ARE
DERIVED FROM 8PERCENT OF
USERS

32. WELCOME TO THE
DARKSIDE
PricewaterhouseCoopers - Global Entertainment and Media Outlook 2014-18
We know
Everything that is shared
We don’t know

33. HOW PEOPLE HAVE
CHANGED IN 2014

34. Change in impacts
over the last five
Source: BARB Jan-Mar 2010-2014 Base: 30” reweighted impacts
Men +3.2% Kids -4.7%
Individuals +0.9% ABC1 Adults +4.8% 16-34s Adults -2.3%
Adults +1.5%

35. MAJORITY OF VIEWING IS STILL LIVE
Source: BARB Jan-Mar 2014 – Individuals, Individuals with DTRs
Individuals Individuals with DTRs
88%
6%
6%
Individuals Individuals with DTRs
83%
8%
9%
Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days

36. THE AVERAGE
VIEWER WATCHED
47 ADS A DAY IN
Q1 2014

37. SMARTPHONE
USAGE IS ESTIMATED
AT 2.42 HOURS PER
DAY WITH AN
ESTIMATED 90%OF
THAT TIME SPENT
WITHIN APPS

38. CHANGING ATTITUDES
Age Statement Q3 2013 Q3 2014 Change
15-24
I tend to buy products from companies
who sponsor TV programmes
8.46% 4.83% -42.9%
15-24
I often notice the advertisements on the
Internet
42.8% 30.5% -28.8%
15-24
If I am going to be able to use a new
technology product, somebody has to
show me how to use it
17.3% 25% -44.3%
65+
When I need information the first place I
look is the internet
29.6% 40.4% 36.5%
65+
I'm more inclined to purchase a product
from a corporation that sponsors events
than one that doesn't
14.1% 10.8% -23.2%
ALL I tend to spend money without thinking 16.9% 16.5% -2.41%
15-24
Getting text messages from commercial
organisations is intrusive
55.7% 59.0% 6.07%
65+
Getting text messages from commercial
organisations is intrusive
58.9% 61.8% 4.91%
Confidence in
sponsorship messages
is down, and consumer
are becoming more self
reliant in their use of
technology. Although,
consumers prefer to
use this technology
proactively (to find
information), and judge
passively viewed
adverts as intrusive

39. CONFIDENCE IS RISING
0
10
20
30
40
50
60
I feel pretty confident
that I’ll be ok
I’m concerned, but
should be fine
I’m really worried Things are already really
bad – They can’t get a lot
worse
Sep-11
Sep-14
Source: Lightspeed GMI/Mintel

40. CONFIDENCE IS RISING

41. CONFIDENCE IS RISING

42. BIGGEST
ADVERTISING
QUESTIONS IN
2014

44. BUT HOW DO YOU
MEASURE IT?

45. FACEBOOK STRIKES FIRST

46. SEARCH WARS
• Search will retain its dominant
position
• In spite of increase in market
share for video and mobile
advertising

47. TRULY UNIQUE AUDIENCE’S
ARE BECOMING THE
PREMIUM

48. LOOKING TO THE
FUTURE

49. BIG
GOES
LOCAL
1.

50. & AGGRESSIVELY
DIVERSIFYS

51. PROGRAMMATIC
& NATIVE BECOME
COMMONPLACE
2.

52. 3. MOBILE FINALLY BECOMES
A REAL GAME CHANGER
Source: Ooyala Global Video Index Report, Q1 2014. Study measured the anonymized viewing habits of viewers in 239 countries and
territories, and data from Ooyala’s video publishers, which include hundreds of video publishers, brands and operators.
532%
growth in mobile and
tablet viewing from
2012 to 2014
25
%
20
%
15
%
10
%
5%
0%
Aug
2011
Mobileshareofonlinevideo(%)
Share of mobile
and tablet video
plays
Apr
2012
Dec
2012
Aug
2013
Mar
2014

53. VIDEO AND MOBILE WILL
CONTINUE TO DOMINATE
Source: PWC – global Entertainment outlook 2014-2018

54. MOBILE
PAYMENTS

55. INTEREST IN
CONTACTLESS
PAYMENTS ARE
GROWING
Source: Kinetic Panel June 2014
65%
81%
62%
25%
All
Adults
18-34 35-54 55+
% of aware that
have used the
functionality
• 27% feel comfortable with
mobile to mobile payments
• 37% feel comfortable with
contactless payment cards

56. MOBILE
- NEW WAYS TO SEARCH

57. NEW FORMATS WILL AIM TO
PROVIDE BETTER SOLUTIONS

58. 4. PHYSICAL MEETS DIGITAL

59. VIRTUAL
VACATION

60. 5. BRAND ANNOYANCE

63. PRIVACY
• Whisper the ‘Anonymous’ app used for sharing secrets
• Recently come to light that users have been tracked & monitored
• User data collated and stored indefinitely
• Some information shared by company with US Department of Defense

65. Every day. Everywhere.
17M
videos shared
10B
views
440M
people
by
Source: NY Times, September 9, 2014

66. 6. CLOUD POWER

67. THE AGE OF
GIGABIT
CONNECTIVITY

68. 7. SUBSCRIBER LIVING

69. WE WILL HEAR MORE FROM…

70. AND OF COURSE…