David Brook, 1+1 Group: Digital revolution/TV evolution.
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This document discusses the evolution of television and digital media. It makes three key points: 1) New media does not kill existing media, but rather what does not work for consumers. Television remains very effective for advertising. 2) Even in a digital world, people still choose brands they trust based on emotion over rational decisions. 3) There is not a media revolution but rather an evolution, as different platforms rise and fall over time but often co-exist, such as print, television, internet, and mobile. Television continues to be very powerful for telling stories and creating shared experiences.
David Brook, 1+1 Group: Digital revolution/TV evolution.
- 1. Digital revolution/ TV evolution David Brook Group Strategic Marketing Director 1+1 media group
- 2. Half empty or ….half full?
- 3. Don’t believe media experts
- 4. Traditional TV viewing is growing all over the world Ave. Hours/Week (USA) 34.5 34 33.5 33 32.5 32 31.5 31 2006 2009 2011
- 5. UK TV’s % share of total ad revenue is growing Source: AA/Warc
- 6. Pepsi’s shift of $20m from TV to digital & social media in 2010 saw sales decline 6%
- 7. 1.Media change doesn’t kill what already exists... …it kills what doesn’t work for brands & consumers.
- 8. TV is the most effective advertising medium – whatever the measure
- 9. Big online only brands are heavy spenders on TV
- 10. 2. Even in a digital world — we still choose brands we trust.
- 11. 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
- 12. 4.TV’s analogue strengths are even more powerful in a digital world 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.
- 13. Too much choice is confusing
- 14. 6.There isn’t a media revolution it’s always an evolution Press TV Internet Mobile 2000 2010 2015
- 15. 2 billion people watched this kiss on TV …and shared what they thought
- 18. 7.Focus on the active mainstream of consumers mainstream passive active niche Brand aware Actively seek out new products and services Curious to discover more Confident Like to communicate and share instantly with family and friends.
- 19. One Direction (1D) – TV creation & global social media success
- 20. Creating Extended Platform Promotions in a connected world Television Internet Mobile Social Retail
- 21. Ukraine mobile connected today SMARTPHONE USERS SHAZAM USERS NEW SHAZAM USERS EVERY MONTH Source: Canalys Installed Base Estimates March 2012;
- 25. If TV didn’t exist brands would invent it