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Push is Evolving to Pull
- 1. BSI Push is Evolving to Pull
Marketing 2.0 Conference, Hamburg 2005
- 2. BSI
Join the conversation
MARKETING 2.0 CONFERENCE
Paris, France 28/29 March 2011
www.marketing2conference.com
- 4. 2
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 5. 3
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 6. 4
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 7. 5
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 8. Time-shifting And Ad-Skipping Are Not Just
Limited To Television.
On-Demand & DVRs
“The TiVo Of TV”
Satellite & Podcasting
“The TiVo Of Radio”
Copyright ©2005 Fallon Worldwide. All rights reserved.
RSS & Blogs
“The TiVo Of The
Internet”
6
- 9. It’s Fast Becoming An On-Demand, Content-Filled
World Where Consumers Are Taking Control.
U.S. Households (millions)
80
70
60
50
Broadband
DVR (1)
40
Video game conso
30
Copyright ©2005 Fallon Worldwide. All rights reserved.
20
10
Actual Forecast
0
2003 2004 2005 2006 2007 2008 2009
Source: Forrester Research, 2004 Benchmark Data Overview 7
- 10. Rationales For Buying Mainstream Media Are
Becoming Less Compelling.
“Broadcast network television ratings continue to decline while ad rates
continue to rise.”
≥ “Advertisers Continue To Complain About Rates, But Keep On Spending.”
AdWeek, 9/27/04
“Circulation practices…have become one of the most divisive issues in
magazine publishing, souring the relationship between those who sell
advertising and those who buy it.”
≥ “In Fight For Ads, Publishers Often Overstate Their Sales.”
The Wall Street Journal, 8/6/03
Copyright ©2005 Fallon Worldwide. All rights reserved.
Sources: AdWeek, 9/27/04; The Wall Street Journal, 8/6/03. 8
- 11. Even Wall Street Is Questioning The
Effectiveness Of TV Advertising.
“Why TV Advertising Doesn’t Work For Mature Brands.”
Industry Focus Study, 2004
“Industry dynamics are changing with channel shift and technology-enabled
migration from network TV.”
Copyright ©2005 Fallon Worldwide. All rights reserved.
“We like companies that are willing to acknowledge the problem.”
Source: Deutsche Bank, "Why TV Advertising Doesn't Work For Mature Brands," 5/18/04 9
- 12. 40% of US HHs will have
access to on-demand TV
by 2007 . 7M US HHs with DVR,
33.5M by 2008
56% of European
Internet users have
downloaded music
HHs with mobile phones
HHs with Video 44% in Mexico
Game Consoles 88% in Europe
Copyright ©2005 Fallon Worldwide. All rights reserved.
33% in Brazil 115% in Hong Kong
Broadband 35% in USA 50% in US
Subscribers: 26% in Europe
Asia Pac – 61 75% in Japan
mm
Europe – 48 mm
USA – 47 mm
10
- 13. Push Is Evolving To Pull. Providing
Consumer Value Is What’s Driving
Success.
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 14. Entertainment Is What Draws Consumers In.
In 2003, the scales tipped as U.S. consumer spending on personal media (i.e.,
DVDs, CDs, video games, etc.) exceeded U.S. spending on media advertising.
Ad Media Personal Media
Spend
$175.8 Spend
Billion
$178.4
Billion
Copyright ©2005 Fallon Worldwide. All rights reserved.
Source: Veronis Suhler Stevenson, Communication Industry Forecast 2003 12
- 22. The New Rules Are The Old Rules
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 23. Respect And Reward The Consumer
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 24. Fit Seamlessly.
Make The Brand And The Execution
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 25. Agency.
Build The Expertise Into The
Copyright ©2005 Fallon Worldwide. All rights reserved.
- 26. Be Brave And Relentless.
Copyright ©2005 Fallon Worldwide. All rights reserved.
