will your brand have a voice in the fast forward future?
DESCRIPTION
Will your brand have a voice in the fast forward future?. Richard Huntington Planning Director, HHCL/Redcell. 1. People are falling in love with TV again Watching more Enjoying more TV is fighting back. “Sky+ is better than sex” ES magazine. - PowerPoint PPT PresentationTRANSCRIPT
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