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“We are at the beginning
of the most exciting time the advertising business has ever seen. While lots of people are talking about the challenge of the multi-media future, I believe it is the biggest opportunity for creative minds since the ‘60’s.” Lee Clow, Director of Media Arts, TBWA Worldwide
SO PEOPLE TODAY ARE MORE
THAN JUST CONSUMERS. THEY PLAY DIFFERENT, ACTIVE ROLES FOR BRANDS. CONSUMER CONSUMER PRODUCER PARTICIPANT MULTIPLIER COMMUNITY Source: inspired by David Armano “Micro Interactions + Direct Engagement”, 2008
“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
TODAY MORE AND MORE MEDIA
POSSIBILITIES ARE AVAILABLE. ANALOGUE DIGITAL NETWORKED DIGITAL Personal Video Recorder Digital Radio Flat Screen TVs Networked DVD Players Removable Storage Notebook & Tablet PC IPTV Set-top Box PDAs eBooks Media PC Personal Video Recorder Multi-media Mobile Phones Games Consoles Portable Games Consoles Portable Media Digital Imaging Devices Player MP3 Player
INTER MEDIA VIEW: IN GENERAL
THE PEOPLE SPEND MORE TIME WITH MORE MEDIA POSSIBILITIES. Hours per week spend with media (US). Internet 60h Digital TV 40h Analogue TV 20h Games Outdoor Media Digital Radio Analogue Radio Cinema Print 1900 1920 1940 1960 1980 2000 2020 Source: Carat 2008.
BUT PEOPLE SPEND THEIR TIME
WITH MEDIA DIFFERENTLY. 700 Minutes per day spend with media (US). 600 Broadcast TV 500 Playback via VCR Console Game DVD or VCR 400 Mobile Web Mobile Texting Mobile Talk 300 Any Landline Instant Messanger Computer Video 200 Email Software Web 100 Magazine Book Newspaper 0 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Age Source: Video Consumer Mapping Study , AC Nielsen 2009.
SO IN GENERAL PEOPLE’S MEDIA-PREFERENCES
BECOME MORE FRACTAL. Minutes per day spend with media (US). 30 Any Landline DVD or VCR 30 20 Console Games Mobile Talk 20 10 Playback via DVR 10 Mobile Web Mobile Texting age 20 30 40 50 60 70 80 Web 60 40 Software 30 40 Email 20 20 Books Instant Messenger Newspaper 10 Computer Video Magazine age 20 30 40 50 60 70 80 Source: Video Consumer Mapping Study , AC Nielsen 2009.
INTRA MEDIA VIEW: WITH THE
GROWING OPTIONS WITHIN A CERTAIN MEDIUM... Average TV channels (in US Homes) 100 75 50 25 1940 1990 2000 2006 2008 Source: The Nielsen Company
... THE TIMESPENT PER CHOICE
DROPS. 60 hrs 14 hrs Weekly Television Usage (US) Weekly set usage 10 hrs 40 hrs Weekly time per channel 6 hrs 20 hrs 2 hrs 1950 1960 1970 1980 1990 2000 2005 Sources: Media Dynamics and Bear Stearns.
PEOPLE DECIDE INDIVIDUALLY ABOUT THE
WHEN, WHAT AND HOW OF MEDIA. “People access content on their own schedule, wherever they are, in all kinds of ways.” Leslie Moonves, President and CEO of CBS Corporation. “They will be looking to consume content on their terms, and in forms and shapes and platforms that suit their needs.” Richard Halton, Controller of Business Strategy for the BBC.
WHEN: THERE IS NO LONGER
A SET TIME WHEN PEOPLE CONSUME MEDIA - PRIMETIME DROPS. Percentage of U.S. homes tuned to Big Three broadcast networks 50% (ABC, CBS and NBC) in prime time. 40% 30% 20% 1970 1980 1990 2000 2004 Source: Nielsen Media Research.
WHAT: THERE IS LESS ‘BIG
CONTENT’ WHICH MOST PEOPLE FIND INTERESTING - BLOCKBUSTERS DROP. Share of audience tuned Number of albums Average quarter hour in to No. 1 TV show. going gold or platinum. share of mainstream rock. 1,000 50% 16 600 30% 14 12 10% 200 ’61 ’71 ’81 ’91 ’01 ’98 ’00 ’02 ’04 Fall ‘98 Fall ‘00 Fall ‘02 Fall ‘04 Source: Nielsen Media Research Source: Recording Industry Association of America Source: Arbitron
HOW: THERE IS FEWER MEDIA
THAT MOST PEOPLE PREFER USING – ONE-SIZE-FITS-ALL MEDIA DIVIDES. US Media preferences 2007 “I cannot live without …” 15 – 27 years 41– 54 years 64% 62% 52% 47% 33% 33% 23% 21% 20% 12% 8% 4% Mobile phone PC / Laptop Video games Portable Print Media TV music player Source: NBC New Media Study, USA 2007.
REAL-TIME: PEOPLE REPLACE LOTS OF
STATIC, SLOW MEDIA WITH DYNAMIC, FAST MEDIA. Where do you get most of your national and international news? 50% Newspaper 30% Internet 10% ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 Source: PEW Internet Report 2008
MULTI-TASKING: PARALLEL USAGE AND FAST
SWITCHING BETWEEN MEDIA BECOMES THE NORM. Frequency of using other media while watching TV (UK) Use other media with TV 80% Use mobile phone 60% Talk on landline / home phone Go on the internet 40% Listen to music on CD / MP3 player / computer Listen to a radio station 20% Play computer games on a games console 16-19 20-24 25-34 35-44 45-54 55-64 65-74 75+ Source: Ofcom Research 2008
PEOPLE TODAY HAVE MORE POSSIBILITIES
TO AVOID OR BLOCK ADS AND UNWANTED CONTENT. “I don’t recall seeing any commercials while watching the program.” (American Idol or Desperate Housewives) 60% 40% 20% Non-DVR DVR Recorded Source: OMD Proprietary DVR Study 2006
TV: VIEWING GETS MORE SELECTIVE,
TIME-INDEPENDENT AND AD-FREE. DVR and VOD-Enabled Household Penetration in the US, 2005-2010 (% of TV households) 40% Video on Demand: Watch what you want, when you want 30% 20% Digital Video Recording: Record and watch timeshifted, skip ads 10% 2005 2006 2007 2008 2009 2010 Source: emarketer 11/2006
PHONE: BLOCKING OF UNWANTED CALLS
MADE POSSIBLE BY GOVERNMENT. The number of Americans registered on the National Do Not Call registry. 150 million 120 million 90 million 60 million 30 million Source: Federal Trade Commission
“The traditional marketing model “Safe
advertising gets ignored. is being challenged and It’s the beginning of the end for advertisers can foresee a day repetitive advertising.” when it will no longer work.” Jean Marie Dru, Chairman TBWA Worldwide McKinsey Quarterly, 2005 “The ad inventory that has been sold for “In today’s media-rich world, traditional the last 50 years no longer works …” advertising models are breaking down.” Authenticity over Exaggeration: The New Rule John Stratton, CMO, Verizon Wireless, 2006. in Advertising, HBS Working Knowledge, Dez. 2007 “The operating system for marketers is now fundamentally changing. It doesn't matter how big “Telling and selling is dead.” your market share is.” Jim Stengel, Chief Global Marketing Ofﬁcer, Procter & Gamble Seth Godin at Meatball Sunday 2008
LET’S START WITH A TRUTH:
IN GENERAL PEOPLE DON’T REALLY CARE ABOUT BRANDS. “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Prof. Patrick Barwise, London Business School
NEITHER DO PEOPLE REALLY CARE
ABOUT ADVERTISING. “People don’t trust ads. People don’t want ads. People don’t need ads. There is no shortage of places to put ads.” Eric Clemens, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania.
AND TODAY THE LACK OF
INTEREST AND ATTENTION GROWS. “There’s a limited amount of attention in the world. If more of it is going to personal, non-commercial, un-advertised media, less of it will go to advertising.” Russel Davies, Strategist & Author
BRANDS MUST CHANGE THEIR VIEW
ON MEDIA. “Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.” Jim Stengel, Global Marketing Ofﬁcer, Procter & Gamble
BRANDS SHOULD REMIND THEMSELVES WHAT
THE ACTUAL JOB IS. “We’re not in the business of keeping the media companies alive. We‘re in the business of connecting with consumers.” Trevor Edwards, Vice President of Global Brand Management, Nike
BRANDS MUST FIND A DIFFERENT
WAY TO OPERATE AND COMMUNICATE. “It is about attracting people in, so they can then pull out the things they want. For this you need a magnet – It is more than quality and more than service, these are assumed, they are the starting point, consumers need an emotional world – Something they can react to – Something they can reject or join.” Robert Jones, “The Big Idea”
STOP INTERRUPTING WHAT PEOPLE ARE
INTERESTED IN. “Every brand today has to think and act like a media company, rather than pushing stuff out there, to instead aim to pull an audience in.” Spencer Baim, Head of Virtue
STOP BORING PEOPLE BY SENDING
SIMPLE MESSAGES. “The whole industry is obsessed with the idea of a simple message, endlessly repeated (...) What people actually want is stuff with some complexity, some meat, some richness (...) No-one ever came out of a movie and said I really liked that. It was really clear.” Russel Davies, Strategist & Author
WHAT BRANDS AND AGENCIES SHOULD
DELIVER INSTEAD IS CONTENT. “The agency’s job is to create content so valuable and useful that consumers wouldn’t want to live without it (…) content that’s interesting and entertaining enough to invite the consumer.” Jeff Hicks, CEO, Crispin Porter Bogusky
BUT CONTENT ISN’T KING. “Conversation
is king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends - if you chose the movies, we'd call you a sociopath. Content is just something to talk about.” Cory Doctorow, Sci-Fi Author
BRAND COMMUNICATION MUST INCREASE THE
CONVERSATIONAL CAPITAL OF A BRAND. “If it’s not worth talking about, it’s not worth doing.” Andy Sernovitz, Author of “WoM Marketing: How Smart Companies Get People Talking”
IT ALL LEADS TO A
NEW MODEL OF BRAND COMMUNICATION. “The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering.” Mitch Methews, Marketing Chief, Microsoft
HENCE BRAND COMMUNICATION WILL BE
MORE CHARACT- ERIZED BY ENTERTAINMENT THAN BY ADVERTISING. Understand everything as media Attract an audience Produce content Create stuff with some richness Make stuff worth talking about
“We don’t do advertising any
more. (...) Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people's lives (...) Now it’s all about deciding what you want to say and how you're going to say it. There are going to be times when a TV ad is the right way to go, but that’s the exception rather than the rule.” Simon Pestridge, Nike’s UK marketing director “Brands today cannot be sustained by what in the past has been called advertising (…) perhaps the creativity of what we’ll do in the future needs a new name.” Lee Clow, Director of Media Arts, TBWA Worldwide
BRAND GRAVITATION IS MAINLY DRIVEN
BY: If you are VALUABLE, I’m likely to engage with you. MEANING If you are MEANINGFUL, I’m likely to pay attention to you. TRUST VALUE If you are TRUSTWORTHY, I’m likely to connect with you.
START WITH A SIMPLE TRUTH.
We can’t treat people just as consumers anymore. People are audiences ﬁrst and audiences expect to be entertained. As people today mash, tune in or ignore what they want, a brand needs to earn the engagement of its audience.
AND LET’S START WITH A
SIMPLE QUESTION. Why should the audience spend their time voluntarily with a brand and not with all of the other interesting things they can choose from - anytime, anywhere?
“We’ve been voted the best
marketer of the 20th century. But that’s because we were the biggest shouters. In the 21st century, we want to be the best listeners.” Greg Icenhower, Procter&Gamble, director of corporate communications
UNDERSTAND WHAT IS INTERESTING AND
WHERE A BRAND CAN PLAY A ROLE ON 3 DIFFERENT LEVELS. WHAT? (CONTENT) … WHEN? (CONTEXT) … WHERE? (CONTEXT) … WITH WHOM? (CONTEXT) … WITH WHAT? (CONTACT) … BY WHAT? (CONTACT) …
THE 3 LAYERS OF AN
AUDIENCE INTEREST OPEN A RELEVANT PLAYGROUND FOR BRAND BEHAVIOUR. CONTACT CONTEXT CONTENT AUDIENCE BRAND INTEREST AUDIENCE
FOCUS JUST ON AUDIENCE INTERESTS
THAT FIT TO THE BRAND SO IT CAN BEHAVE TRUSTWORTHILY. CONTACT Business Problem CONTEXT Rules of Media CONTENT AUDIENCE BRAND INTEREST AUDIENCE Product Positioning Beliefs
A TRIBE: PEOPLE WHO SHARE
AN ENTHUSIASM ABOUT AN INTEREST AND CONNECT WITH EACH OTHER. “A group of people who form relationships over time, by interacting regularly around contexts which are of interest to all of them.” Jake McKee, communityguy.com
IF THE IDEA IS INTERESTING
AND VALUEABLE, IT IS LIKELY THAT IN RETURN BRANDS GET ENGAGEMENT. AUDIENCE BRAND IDEA INTEREST TRIBE AUDIENCE
ENGAGEMENT HAS MORE WORTH THAN
ATTENTION. “Awareness doesn‘t really matter in a world of overchoice.” Prof. Andrew Ehrenberg, South Bank University “Engagement has a psychological component, but it will manifest behaviorally – it will lead to an action.” Robert DeSena, Director of Relationship Marketing, MARS USA
THE QUALITY OF ENGAGEMENT DEPENDS
ON THE QUALITY OF THE RELATIONSHIP TO THE BRAND. INACTIVE SPECTATE CONSUME SYNTHESIZE INVEST E INTERACT E CRITIZIS PARTICIPATE COLLABORAT E ADVOCAT E CONVINC
WAYS IN WHICH ENGAGEMENT OF
BRAND FRIENDS AND FANS CAN MANIFEST ITSELF. Content Creation Product Co-Creation Recommendation Rating and Commenting
CHANGE THE FOCUS FROM CAMPAIGNING
TO CONNECTING. Enforcing attention of target groups Creating engagement of audiences via via bought media space. interesting brand behaviour. BRAND BRAND What can I TELL about me? What can I DO that interests you?
CHANGE HOW TO CONNECT WITH
THE AUDIENCE FROM MIRRORING AN INSIGHT TO CONTRIBUTING TOPICS. Mirror one big insight to reach the Contribute to different topics in different biggest possible target group. manners to get different parts of an audience interested. T V
CHANGE THE COMMUNICATION APPROACH FROM
360° TO 365 DAYS. Time limited, integrated messaging Permanent and rich brand presence by telling the same story on every making transmedia storytelling. touch-point. OUT- T V PRINT WEB POS DOOR OUT- SOCIAL POS PR DOOR MEDIA T V WEB PR T V EVENT
CHANGE THE MEDIA APPROACH FROM
PIPELINES GAINING VOLUME TO PLATFORMS GAINING VALUE. Beeing media neutral, using media as Beeing media passionate, composing channels and making media stunts. any form of media brand appropriate.
CHANGE THE ROLE OF MEDIA
FROM “EVERYTHING MUST DO THE JOB” TO “EVERYTHING MUST DO A DIFFERENT JOB”. TV as all-round solution: the TV as conversation starter: the commercial should do the whole job. commercial is a springboard to content.
CHANGE THE RESEARCH FROM „PUNCTUAL
AND JUST OFFLINE“ TO „ALSO ONGOING AND ONLINE“. Big research and analysis Additional small, continuous only at the ends. WoM and success tracking
CHANGE THE WAYS OF WORKING
TOGETHER FROM LINEAR TO COLLABORATIVE. Working in silos with clear Exchange with overlapping responsibilities. responsibilities. TV
CHANGE THE BRIEF FROM “PREPARING
TO SEND A MESSAGE” TO “PREPARING TO CREATE BRAND BEHAVIOUR”. Single minded proposition building Precise creative task building on a set of on a single consumer insight different connection opportunities