New rules of engagment
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The document discusses how consumers are changing their media consumption habits, moving away from traditional television and advertising towards on-demand options and user-generated content. It notes viewership of television is declining, especially among younger demographics, who are spending more time online, gaming, and engaged with user-generated videos and media. This fundamental shift requires brands to move away from conventional advertising approaches and integrate their messaging into new types of content across multiple platforms in order to effectively reach consumers. Smart marketers are experimenting with innovative and interactive campaigns that involve and entertain consumers.
New rules of engagment
- 1. Some people don’t like change Change doesn’t much care
- 2. The mass market model The mass market model
- 3. The mass market model Advertising funded media
- 4. But now But it’s all changed now
- 6. TV is failing to deliver
- 8. Consumers are changing 85% have video players 68% have dvd players 65% have PCs 18% have PVR 10% mp3 players uk households, ofcom
- 9. Consumers are changing 2000/01 - 7.25hrs a week watching tv 2004/05 - 6.3hrs a week watching tv 18-34yr male , Nielson
- 10. So what are they doing? 22% surf 20% watch tv 16% play video games 9% go to the movies 6% watch dvds 6% read books/magazines 4% listen to music 18-34yr male, Nielson
- 11. Their behaviour is changing
- 12. We assault them with ads everywhere they look
- 13. And so they’ve fallen out of love with them
- 14. 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
- 15. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.”
- 16. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.” 57% agree in 2003 94% agree in 2005
- 17. And so they’ve fallen out of love with them And they’re fighting back PVRS allow you to fast forward ads Pop up blockers do exactly that on the web You can opt out of DM & telephony
- 18. 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 do Media Daily News
- 19. We now have to go where the consumer takes us
- 20. 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
- 21. The platforms are changing % who were very/extremely interested in these TV enhancements
- 22. The platforms are changing % who were very/extremely interested in these TV enhancements DVR features VOD features
- 23. 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
- 24. 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
- 25. 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
- 26. And TV continues to suffer P&G Unilever Heineken
- 27. And TV continues to suffer Carat USA predicts a $55billion switch out of TV in 2009
- 28. And TV continues to suffer McKinsey predicts TV will be 35% less effective in 2010 compared to 1990
- 29. And TV continues to suffer Cap Gemini say, TV doesn’t work for car brands
- 30. And TV continues to suffer Deutsche Bank say, TV no longer works for established brands
- 31. So what are the smart people doing?
- 32. Subservientchicken.com Burger King - Crispin Porter + Bogusky, Miami http://www.subservientchicken.com
- 33. Haircut Virgin - Crispin, Porter + Bogusky, Miami http://virginatlanticjetset.com/haircut/
- 34. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
- 35. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
- 36. Counterfeitmini.com Crispin Porter + Bogusky, Miami
- 37. Counterfeitmini.com Crispin Porter + Bogusky, Miami
- 38. This is only the beginning
- 39. “ 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
- 40. Coke v Mentos http://www.youtube.com/watch?v=nrCaONL0X9U
- 42. Coke
- 43. Mentos
- 44. 25.10.07
- 45. “ Tell me and I’ll forget, Show me and I’ll remember. Involve me and I’ll understand.” Confucius
- 46. Sony v Adidas
- 47. Sony
- 48. Adidas
- 49. “ 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
- 50. BMW v Halo2
- 51. BMW
- 53. Halo2
- 54. Rule 1: the brand
- 55. Rule 2: all advertising is interactive
- 56. Viral
- 57. Wassup 8 years later
- 59. Rule 3: integration is a state of mind
- 60. Obama ringtones
- 61. Rule 4: everything is media
- 62. Rule 5: there are no rules
- 64. It worked
- 65. It’s time to experiment
Editor's Notes
- #2: It used to be so simple