1. Connection planningness

2. DIGITALISATION

3. CHANGE IN TECHNOLOGY LED TO
A CHANGE IN HOW PEOPLE USE
MEDIA.
USE WHEREVER
USE WHENEVER
USE WHATEVER

4. CHANGE IN TECHNOLOGY LED TO
A CHANGE IN HOW PEOPLE USE
MEDIA.
MAKE WHENEVER
MAKE WHATEVER
MAKE WHEREVER

5. ’’
A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE
RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.

6. ’’
A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE
RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.
’’
It will just
But the ‘old’ media will not just die.
shrink and new media will become equal.

7. ’’
A NEW MOBILE-SOCIAL-MEDIA-UNIVERSE IS ON THE
RISE WHILE OLD-BIG MEDIA-WORLD STRUGGLES.
’’
It will just
But the ‘old’ media will not just die.
shrink and new media will become equal.
’’As long as there are sofa’s, there will be TV.’’
Rupert Murdoch

8. CONTROL

9. CONTROL

10. Possibilities which broaden the media
experience in two involving dimensions

11. Inter media view: in general people spend more
time with more media possibilities.

12. But people spend their time with media
differently.

13. Consumers are beginning in a very real sense to
own our brands and participate in their creation.
We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman Procter & Gamble

14. consumer consumer
producer
participant
multiplier
community

15. Effect on campaigns
• People decide individually where, when, what media,
• There is nog longer a set time when people consume
media. Quid prime time?
• There is less big content which everyone loves. cfr
blockbusters,
• Quid convergence?
• Quid multitasking?

16. Effect on campaigns
• People decide individually where, when, what media,
• There is nog longer a set time when people consume
media. Quid prime time?
• There is less big content which everyone loves. cfr
blockbusters,
• Quid convergence?
• Quid multitasking?

17. out with the old,
in with the new.

18. out with the old,
in with the new.

19. 360°

20. 365

21. 365 – connection – ideas

22. 365 – connection – ideas
Understanding everything as media
Attract an audience
Produce content
Create stuff with richness
Make stuff worth talking about
= CONSUMER EXPERIENCE

23. Understand what is interesting and where a
brand can play a role on 3 different levels.

24. Red Bull

25. More complex pathway

26. Change the media approach from pipelines
gaining volume to platforms gaining value.

27. Bing

28. Tesco

29. Demographic targetting
>
Behavioral targetting

30. Behavioral targetting
Effect on mediaplanning
- currency?
- staffing?
- clients?
- advertising agency?

31. Television key facts
Particular features
• Large TV penetration : 98,5%
• Dense cable network : 95,7% (CIM 10)
• TWO TV-markets in BE : North & South
• North: importance of the public channels (no
advertising allowed)
• South: importance of overflow from France
(TF1)

32. TV Landscape NORTH