will your brand have a voice in the fast forward future?

Will your brand have a voice in the fast forward future?Richard HuntingtonPlanning Director, HHCL/Redcell

1. People are falling in love with TV againWatching more Enjoying more TV is fighting back

“Sky+ is better than sex”ES magazine

“I would find it easier to live without my liver”

Daily Star

2. The power of live TV is still watched liveMust watch live TV is gold dustCreate must watch live content

3. Ad skipping is not news Endemic in PVR householdsBut skipping is a national sport

Ad recall remains strong in PVR homes

4. New advertising models Associated involvementNew techniques for targeting New forms of interactionNew means of evaluation

5. We may learn to love ads again

141516171819202122232425262728293031323334

1984 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

Source: TGI, 2004

%

“The adverts are as good as the programmes”

Less advertisingBetter targeting Higher standardsNew regulatory environment?

6. Brand DarwinismDeath of the level playing fieldSurvival of the fittest & funniestThe brand will sell the ad

Source: WPP Brandz, selected UK car brands 2001/2002. YouGov online omnibus 2004

Volt

ag

e

Presence signature

-3

-2

-1

0

1

2

3

4

-40 -30 -20 -10 0 10 20 30 40 50

BMWAudi

Ford

VW

Alfa

Honda

Vauxhall

Rover

Seat

Fiat

NissanSkoda

Little tigers

Faded stars

Clean slate

Weak

1

6

5

43

2

7

8

9 1011

12

ClassicOlympic

The future...TV advertising will surviveTV advertising has to change