david brook, 1+1 group: digital revolution/tv evolution

Digital revolution/ TV evolution

David Brook

Group Strategic Marketing Director

1+1 media group

Half empty or ….half full?

Don’t believe media experts

31

31.5

32

32.5

33

33.5

34

34.5

2006 2009 2011

Ave. Hours/Week (USA)

Traditional TV viewing is growing

all over the world

Source: AA/Warc

UK TV’s % share of total ad revenue is growing

Pepsi’s shift of $20m from TV to digital & social

media in 2010 saw sales decline 6%

1.Media change doesn’t kill what already exists...

…it kills what

doesn’t work

for brands &

consumers.

TV is the most effective advertising medium –

whatever the measure

Big online only brands

are heavy spenders on TV

2. Even in a digital world —

we still choose brands we trust.

3.Emotion wins over rational every time.

(The power of emotion and fame)

“The conscious, rational brain isn’t the Oval Office, making executive

decisions in our minds. It’s actually the press office, issuing explanations

for actions we’ve already taken”

Rory Sutherland, President, IPA & Chairman, OMD

Telling compelling stories

Centre of shared experience

Engaging consumers with fame and emotion

Delivering what’s on, here and now

Guide to content through trusted channel brands.

4.TV’s analogue strengths are even more

powerful in a digital world

Too much choice is confusing

2000

Internet

Press

6.There isn’t a media revolution

it’s always an evolution

2010 2015

TV

Mobile

2 billion people watched this kiss on TV

…and shared what they thought

passive active

niche

mainstream

Brand aware

Actively seek out new products and services

Curious to discover more

Confident

Like to communicate and share instantly with family and friends.

7.Focus on the active mainstream of consumers

One Direction (1D) – TV creation

& global social media success

Television

Internet

Mobile

Social

Retail

Creating Extended Platform Promotions

in a connected world

SMARTPHONE USERS

SHAZAM USERS

NEW SHAZAM USERS EVERY MONTH

Source: Canalys Installed Base Estimates March 2012;

Ukraine mobile connected today

If TV didn’t exist brands would invent it