new rules of engagment
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Some people don’t like change
Change doesn’t much care
The mass market modelThe mass market model
The mass market modelAdvertising funded media
But nowBut it’s all changed now
TV is failing to deliver
Consumers are changing
Consumers are changing
85% have video players68% have dvd players
65% have PCs18% have PVR
10% mp3 playersuk households, ofcom
Consumers are changing
2000/01 - 7.25hrs a week watching tv2004/05 - 6.3hrs a week watching tv
18-34yr male , Nielson
So what are they doing?
22% surf20% watch tv
16% play video games9% go to the movies
6% watch dvds6% read books/magazines
4% listen to music18-34yr male, Nielson
Their behaviour is changing
We assault them with ads everywhere they look
And so they’ve fallen out of love with them
And so they’ve fallen out of love with them
“The ads are as good as the programmes” % who agree with this
statement has halved in the last 10yrs
And so they’ve fallen out of love with them
“Nearly all TV advertising annoys me.”
And so they’ve fallen out of love with them
“Nearly all TV advertising annoys me.”
57% agree in 200394% agree in 2005
And so they’ve fallen out of love with them
And they’re fighting back
PVRS allow you to fast forward adsPop up blockers do exactly that on the web
You can opt out of DM & telephony
The model is changing
In a milestone that singles a fundamental shift in the economics
of the media industry, consumers now spend more on media
than advertisers doMedia Daily News
We now have to go where the consumer takes us
We now have to go where the consumer takes us
Now not only must we consider what our communication objectives are
but we must deliver them in a way that also delivers value
The platforms are changing% who were very/extremely interested in these TV enhancements
0% 10% 20% 30% 40% 50% 60%
On-demand premium-channel movies
On-demand broadcast network shows
On-demand cable network shows
100 digital channels
On-demand first-run movies
One-button weather forecasts
Pause live TV
Easily record all episodes of show
Better sound*
On-screen program guide
Higher resolution picture*
Record one show while watching another
Skip commercials easily
2004 2003
The platforms are changing% who were very/extremely interested in these TV enhancements
DVRfeatures
0% 10% 20% 30% 40% 50% 60%
On-demand premium-channel movies
On-demand broadcast network shows
On-demand cable network shows
100 digital channels
On-demand first-run movies
One-button weather forecasts
Pause live TV
Easily record all episodes of show
Better sound*
On-screen program guide
Higher resolution picture*
Record one show while watching another
Skip commercials easily
2004 2003
VODfeatures
The clients are changing
“It’s clear we need new channels to reach consumers. Brands that rely too heavily on
mainstream media, or that are not exploring new technologies and connection points, will lose touch.”
Jim Stengel P&G
The clients are changing
“Where will Coke go? To accelerate the convergence of Madison & Vine,
a convergence of the trinity in brand building; content, media and marketing.”
Steve Heyer, Coca Cola
The clients are changing
“Interruption advertising is in question, but I believe it will continue in to be in the marketing mix.
The challenge is to engage whole sets of consumers who are not convinced by traditional advertising methods.”
Michael Wolf, McKinseys
And TV continues to suffer
P&GUnileverHeineken
And TV continues to suffer
Carat USA predicts a $55billion switch out of
TV in 2009
And TV continues to suffer
McKinsey predictsTV will be 35% less effective in 2010
compared to 1990
And TV continues to suffer
Cap Gemini say,TV doesn’t work for
car brands
And TV continues to suffer
Deutsche Bank say,TV no longer works for
established brands
So what are the smart people doing?
Subservientchicken.comBurger King - Crispin Porter + Bogusky, Miami
http://www.subservientchicken.com
Haircut Virgin - Crispin, Porter + Bogusky, Miami
http://virginatlanticjetset.com/haircut/
Come Clean - Method Cleaning
Crispin Porter + Bogusky, Miamiwww.comeclean.com
Come Clean - Method Cleaning
Crispin Porter + Bogusky, Miamiwww.comeclean.com
Counterfeitmini.com Crispin Porter + Bogusky, Miami
Counterfeitmini.com Crispin Porter + Bogusky, Miami
This is only the beginning
“Consumers are beginning in a very real sense to own our brands & participate in their creation….. We need to learn
to let go.”
AG Lafley CEO, P&G
Coke v Mentoshttp://www.youtube.com/watch?v=nrCaONL0X9U
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Coke
Mentos
25.10.07
“Tell me and I’ll forget, Show me and I’ll remember. Involve me and I’ll understand.”
Confucius
Sony v Adidas
Sony
Adidas
“Coca Cola isn’t a drink it’s an idea, like music, it’s a feeling. We’re headed to ideas…. Ideas that bring
entertainment value to our brands, ad ideas that integrate our brands into entertainment. We’re moving to
ideas that elicit emotion and create connections”
Stehen Heyer CEO, Coca Cola
BMW v Halo2
BMW
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Halo2
Rule 1: the brand
Rule 2: all advertising is interactive
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Viral
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Wassup 8 years later
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Rule 3: integration is a state of mind
Obama ringtones
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Rule 4: everything is media
Rule 5: there are no rules
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It worked
It’s time to experiment