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Do they point out in the ad that Diet Coke will totally sort you out if your seat post gets stuck?
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The Future of Advertising… In One Afternoon
IPA and APA, 17 February 2009
The IPA and APA conducted a forum to highlight the challenges and opportunities
2009 will bring for the advertising industry. From new developments in the knowledge
economy to the changing behaviour of media consumers, the overarching questions
were how do we use new media technologies and how do we bring content to
people?- Keynote speech: The economy (Will Hutton, Executive Vice Chair, The Work
Foundation)
Decline will continue into 2009 and begin recovery in 2010. If we can ride out
the next 12-18 months, we should start to see a turnaround.
Refer to 1992 recession – responses and behaviour are similar. During the last
recession, although operating costs were cut, brand building budgets only
decreased by approximately 1%.
New business models in the knowledge economy that transform what can be
done will need economic input from advertisers in order to bring the
technology to the masses.
Spend on advertising is likely to rise in the decade post 2010.
There will be a step change in what consumers need to know about
companies which will impact the way advertising is done. - Online Video & Advertising (Ed Couchman, Future Media & Technology
Advertising Sales Controller, Channel 4)
There’s a move from linear broadcasting to bringing content to where
consumers are.
Consumers are no longer content to simply receive content; they want to
touch it, feel it, play with it and share it with their friends.
Free content will drive the acceptance and demand for advertising on new
media channels in the same way it did for traditional linear TV broadcast.
Video on Demand (VoD) use is increasing as consumers want to take control
of their media consumption behaviour:
~60% watch VoD off a television + personal video recorder (UK 4.3 million)
~40% watch VoD on a PC (UK 2.9 million)
Channel 4’s plan is to liberate C4 content across the web with the objective
to drive users back to C4 (demand).
Ensuring brand relevance to content and media is necessary.
Examples:
Ford Fiesta/Ka’s objective was to revitalize the brand. Through a WoM
company), they created Ford Bites
(http://www.channel4.com/entertainment/tv/microsites/B/bite/index.jsp)
a reality web TV show featuring 6 sexy young girls exploring Britain in the
Ford Fiestas or KAs.
Page 2 of 3
Kay Hui 18 Feb 09 - IPTV & Advertiser Funded Content: The New Model of Online Advertising (Henry
Scott, CEO, Simply Media)
As opposed to the convergence of media in the 50s where people would
gather together to consume media, technology has made it possible and
generated a demand for the divergence of media: people want a seamless
transition of media consumption, e.g. content seamless transitioned to
wherever the viewer is.
Being there isn’t enough. You have to go where they are.
Advertising (messaging) needs to be integrated into the content in order for
social acceptance of ‘with free content, there will be funded messaging.’ - Digital Out Of Home: A New Media Channel for London (Lisa Rokny, the digital
division of CBS Outdoor)
Digital out of home (OOH) has grown
£29 million in 2006
£42 million in 2007
$62 million in 2008
Advertising in The London Underground is growing at a rate of 9% per annum.
87% of consumers welcome Tube ads on their daily commute.
The implication for creative agencies with digital OOH is that brands are no
longer buying physical space on which to display a product, they are buying
a slice of a commuter’s time.
The end of ‘dead time’ – people no longer want down time even while
travelling.
Media buys by day part segmentation are possible with digital OOH
0600 hrs – 1000 hrs: 84% of people are concerned with work
1000 hrs – 1700 hrs: 34% of people are concerned with work
Watch out – ensure that the highly specific requirements of Underground
panels are considered from a production view (e.g. size of portrait panels,
ambient lighting with projector screens) - The Future of Media and Media Agencies in Uncertain Times (John V Willshire,
Head of Innovation, PHD)
Traditional The Internet Revolution
Communities Local No borders
Context Mass Targeted
“as long as it’s
exactly the same”
“I want one that’s just
right for me”
Successful advertising fulfils all the following requirements: - Connect
- Educate
- Entertain
- Useful
E.g. Cadbury’s Gorilla, Eyebrows
Engagement and word of mouth – Gorilla played out 20 million times on TV;
add YouTube views and associated content and it achieved another 11
million hits. Free.
TV is an essential part but it is still only a part.
Page 3 of 3
Kay Hui 18 Feb 09 - Renaissance of TV
Traditional linear broadcast is in great shape.
TV is having babies: content is being consumed as TV across multiple formats.
When a 14 year old is watching television content whether on a PC or on a
portable device, he is watching “TV.”
Various IPA studies show that brands that use TV as its lead medium were 35%
more effective than those who don’t.
Technology is good for TV – with increase in use of personal video recorders:
people are watching 17% more television
people are time shifting their viewing 18% more
out of the time shifters, 70% is fast-forwarding
overall, people watch 2% more advertising
TV is the new POS medium – as long as there is engagement with the
brand/product, multitasking while watching TV can actually drive direct sales
via online purchasing. - Why is Online in the UK the Most Advanced in the World? (Kieron Matthews,
Marketing Director, Internet Advertising Bureau)
Funding was £2,812.6 million in 2007. Estimated > £3,000 in 2008 (figures
expected in March 2009)
Audience
Format breadth (technology)
Brand advocacy (technology built in that allows automatic branding of
content)
Useful
- Keynote speech: The economy (Will Hutton, Executive Vice Chair, The Work
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If you want, I'm just saying that no where in the thread has anyone been precious about cycling being used in advertising. It's been anti-advertising in general.
I don't know who she is but more bikes in mainstream media is a good thing.
They make them seem more acceptable to The Others.
You need to take me off 'Ignore'.. bitch :P
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http://www.guardian.co.uk/media/2009/feb/18/coca-cola-diet-coke-duffy-advert-brit-awards
Video is on there. I wouldn't recommend leaving the volume on. Also, imagine finding out that Duffy has not only borrowed your bike, but casually discarded it at the end.
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http://www.youtube.com/watch?v=AO4HZ2XjH0Q
Fucking horrible advert.
Platini
dogsballs
BRM
ladystardust
koens
Seeds
andyp
hippy
mmccarthy
jamesjohndanceclub
villa-ru
Whizz-
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About
Oh no... Duffy gets on her bike in Diet Coke spot
Posted by
@Gustav
For those real weight weenies, osteoporosis.