Which Way Now? Phil Georgiadis, Walker Media
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In this presentation, Phil Georgiadis argues that the industry spends too much time worrying about the next big thing as opposed to fully understanding how to exploit the current big thing. As examples he suggested that Touchpoints surveys encourage the wrong planning behaviours, and digital media’s importance in media planning has been exaggerated. Where change is required however is in the media trading market, which needs to overhaul its habits.
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Which Way Now? Phil Georgiadis, Walker Media
- 1. Wise man , he say
- 6. "the more things change, the more they stay the same" Jean-Baptiste Alphonse Karr
- 7. A proverb making the observation that turbulent changes do not affect reality on a deeper level other than to cement the status quo. source:wiktionary
- 9. From disruption to engagement?
- 11. "Bought , owned and earnt..."
- 13. Our definition of ‘Online’ is misleading us
- 14. Touch points encourages media mix as the default behaviour
- 16. In truth the structure remains the same
- 17. Television planning has changed least
- 18. Share based Relative price focused High Reach obsessed
- 19. CRR sustains the behaviour
- 20. Group agency trading requires commoditisation
- 21. Audit that
- 22. sacrifice
- 26. All media are primary
- 27. Less focus on media integration more focus on message integration
- 28. Focus on absolute price and total effect
- 29. The future in the hands of the strong media owners
Hinweis der Redaktion
- I heard a story the other day that
- The great Chinese emperor Xianfeng gathered all his wise men together and asked them to distil all the knowledge of the world into one place. After many months the men returned bringing with them dozens of books detailing everything they believed there was to know. He wasn’t happy because there wasn’t enough clarity and the writing wasn’t incisive enough
- so he set fire to the books and told them to go away and come back with a more concise summary of what was known…
- Eventually after many years of trying to satisfy the emperor and more bonfires and a few summary executions the wisest of all the men returned with the answer written on one piece of paper…two words… Everything changes And nowhere is this more true than in the world of media. We are privileged to be involved in such a dynamic and challenging industry although for all the stimulus it is interesting to observe how conservative we are as an industry.
- although for all the stimulus it is interesting to observe how conservative we are as an industry.
- As an industry we have been talking about a shift in the paradigm for a long time and the latest manifestation of this is the annoying habit of people to talk about owned, bought and earnt media which is in many ways simply a means of trying to justify social media
- We need a metric that measures the % of the internet that offers a ‘media friendly’ environment…the IAB can’t keep getting away with their bland assertions
- discuss
- and we have witnessed limited success in new business propositions…witness I level and naked and whilst we are undoubtedly more robust and wide reaching organisations than ten years ago the acceleration of the commoditisation of media has happened faster than the emergence of exciting new ways of planning and communicating
- TV is planned the same way Not least because it’s bought the same way But a share deal with ITV,C4 made a fair amount of sense when they were the only kids on the block…the share deal was with the content provider Now the share deal is with the channel owner or representative and the assumption in most instances is that the money will be distributed across most if not all of the channels represented
- Discuss…abdication of responsibility by planners etc
- That’s akin to someone doing a deal to represent 200 magazines in WH Smith that aren’t that large in circulation terms and then selling the inventory in bulk to the agency for a print advertiser currently limiting their exposure to 10 carefully crafted choices