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Digital revolution/ TV evolution




David Brook
Group Strategic Marketing Director
1+1 media group
Half empty or ….half full?
Don’t believe media experts
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
UK TV’s % share of total ad revenue is growing




                                Source: AA/Warc
Pepsi’s shift of $20m from TV to digital & social
media in 2010 saw sales decline 6%
1.Media change doesn’t kill what already exists...




…it kills what
doesn’t work
for brands &
consumers.
TV is the most effective advertising medium –
whatever the measure
Big online only brands
are heavy spenders on TV
2. Even in a digital world —
we still choose brands we trust.
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
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.
Too much choice is confusing
6.There isn’t a media revolution
       it’s always an evolution




        Press


                                          TV




                Internet                       Mobile




2000                           2010                     2015
2 billion people watched this kiss on TV
…and shared what they thought
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.
One Direction (1D) – TV creation
& global social media success
Creating Extended Platform Promotions
in a connected world



       Television


        Internet


         Mobile


         Social


         Retail
Ukraine mobile connected today




                SMARTPHONE USERS




                SHAZAM USERS




                NEW SHAZAM USERS EVERY MONTH

              Source: Canalys Installed Base Estimates March 2012;
If TV didn’t exist brands would invent it

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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?
  • 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
  • 16.
  • 17.
  • 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;
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  • 25. If TV didn’t exist brands would invent it