david brook, 1+1 group: digital revolution/tv evolution
DESCRIPTION
Aegis Future Lab 2012TRANSCRIPT
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