Digital vision. The changing landscape ‘ 09 ad spend to fall by 0.2% TV + 0.5% Newspapers -3.8% Internet +9.5% Source: WPP/Group M Advertising Forecast,
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Presentation on theme: "Digital vision. The changing landscape ‘ 09 ad spend to fall by 0.2% TV + 0.5% Newspapers -3.8% Internet +9.5% Source: WPP/Group M Advertising Forecast,"— Presentation transcript:
The changing landscape ‘ 09 ad spend to fall by 0.2% TV + 0.5% Newspapers -3.8% Internet +9.5% Source: WPP/Group M Advertising Forecast, December 2008 55,000 55,000 voter registration forms 350,000+ 350,000+ content downloads
Print Radio Media 90 years ago Media 60 years ago Print TV Radio Print Broadcast and cable TV Radio Media 30 years ago Media 10 years ago Print Broadcast and cable TV Radio Digital: banners and text Media yesterday Broadcast and cable TV Print Radio Display Video Text links Micro-sites Rich media In-game ads Social networking IPTV Mobile ads Ad-funded apps Media today & tomorrow Broadcast and IPTV Print and reusable paper Broadcast and digital radio Display Video advertising Text links Micro-sites Rich media In-game ads Social networking IPTV Mobile ads Ad-funded apps User generated Video advertising Pre-roll Micro-sites Rich media Interactive video Digital product placement 5 second spot Mobile video ads Ad-funded OS Portable media ads
The audience is still watching. 35% of European Internet users feel lost without their Internet access, only 27% say the same about Television But where and when?
HU: Ad spend per media Source: Zenith Optimedia Dec2008, figures are USD$. The pie charts are using 2009 figures.
research suggests that we are exposed to over 600 ads a day just through the traditional media of TV, radio and newspaper alone. isolation ; Individual mediums no longer operate in “Our Rising Ad Dosage: It’s Not as Oppressive as Some Think,” Media Matters, February 15, 2007 “ ”
HU: Ad spend vs. time used Ad spend source: Zenith Optimedia Dec2008, figures are USD$ EIAA Mediascope Europe 2008 % Time Used.
HU: Total Ad spend Source: Zenith Optimedia Dec2008, figures are USD$
It’s the same game, with new rules “The role of advertising is to link consumers to products, brands & services…” Nigel Morris CEO Isobar Worldwide
16%* of all time spent online in Europe is spent on Microsoft’s web properties & services Globally we’ve brought Windows to more than 20 million mobile phones MSN is the No.1 portal across Europe* 2 in 3 Source: *comScore European Monthly Average for Q4 2008 2 in 3 European adults online can be reached via Microsoft’s web properties & services
Accountability is a shared responsibility Rob Norman – Global CEO, GroupM Interaction “People will be less enthused about impressions and more enthused about outcomes ” Rob Norman – Global CEO, GroupM Interaction
Technology can transform advertising 3) Sales Tools Microsoft Media Network 1) Agency Tools Advertisers & Agencies 2) Data warehouse 4) Media & Ad Formats V. Ad Networks/ Exchanges The result: Greater campaign efficiency Ad relevance Increased ROI Unique creative carries story across all channels and devices Access to global digital consumers wherever they are Clear customer view with targeting and campaign optimisation Deep customer insight ensures the ad delivered is relevant
The best way to predict the future is to invent it Allen Kay (Technology Guru) “ ”
Ecosystem of the future? It will be an ecosystem built to inspire ideas.” Laura Desmond, CEO Starcom MediaVest Source: Laura Desomd, CEO Starcom MediaVest, The Agency of the Future, Contagious, Q3 2008 “The agency of the future....will be a bundle of moving parts, open source collaborations and unexpected partnerships It will be obsessed with people : employees, clients and consumers