Presentació realitzada per Peter Boland, president d'Universal-McCann Espanya, dins de la jornada "CÚbicS: La transformació dels mitjans audiovisuals" sobre els canvis en el model de negoci i publicitari que provoca el fet de que els mitjans estiguin cada cop més connectats. La jornada es va realitzar el 2 de desembre de 2010 a l'Auditori del CaixaForum de Barcelona.

1. Advertising in the new audiovisual
world – a reality check!
02/12/2010
Peter Boland

4. My hypothesis:
Brands (and their agencies) still think and
act as TV advertisers and the “Audio-
visual Revolution” will be an evolution

5. Agenda
New consumer expectations and new technologies that open new
opportunities
The transformation is not immediate
Some practical examples
The challenges ahead

6. New HbbTV Landscape?

7. New?
Interactive Ads in 2000
Olivetti’s Envision
Multimedia kit in 1996

8. Consumers do not always “go the right way”

10. Markets are conversations
The Cluetrain Manifesto (1999)
David
Weinberger
Doc Searls

11. Technology will succeed if it serves people and their desire to
socialize, communicate and play

12. There is more audio-visual content than ever and the
consumer is King!

13. And user-generated content is on the rise
100%
90% Upload my photos to a photo
sharing website
80%
Visit a photo sharing website
70%
Upload video clip to video
60% sharing website
50%
Watch video clips online
40%
30%
20%
10%
0%
Wave 3 2008 Wave 4 2009 Wave 5 2010
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”

15. A changing landscape
MASS MEDIA DIGITAL MEDIA SOCIAL MEDIA
Uni-Directional Bi-Directional Multi-Directional
TV, Print, Radio, OOH Interactive Participative
1995-2001
1950-1995 1995-2002 2002 …..

16. and Advertising is certainly in crisis
• Loss of real effectiveness
• Consumers are marketing-savvy
• New rules: consumers want
control
• Change of model: from
persuasion to influence

17. But “audio-visual” continues to gain ground
% Var. SOS ‘09
% SOS ’09
vs ‘02
TV 2.368 42,4 +5,7
DAILIES 1.174 21,0 -25,7
MAGAZINES 402 7,2 -34,0
RADIO 537 9,6 +7,3
OUTDOOR 401 7,2 -5,0
SUPPLEMENTS 69
1,2 -37,5
INTERNET 10,9 +721,3
610
CINEMA 0,4 -54,8
21
Source: Estimated Infoadex & IAB (Internet) 2009

18. Are advertisers & agencies changing the “chip”?
Exposure Engagement
Coverage & frequency Impact & participation
Exposure Experience
Awareness Percepction, motivation & habit
Advertising Ideas Communication Ideas
Isolated activity Integrated Solutions

19. Or just shouting above the noise!!!!!!

20. Media Awards Discussion
24 June 2009

21. “Si la evolución de la publicidad nos lleva cada vez más a acciones globales,
integradas, centradas en un contenido “yin” capaz de atraer, si el elemento central
de la comunicación deja de ser el mensaje publicitario sintético, sino un contenido
no necesariamente breve, que vive en un espacio no necesariamente comprado,
si publicitar deja de ser únicamente lanzar anuncios, sino establecer relaciones
o conversaciones, entonces toda la industria deberá replantearse de arriba abajo
desde sus cimientos, porque hay riesgo de derrumbamiento. En realidad, el
derrumbamiento ya se ha producido. Si no nos parece más amenazador es porque
sucede a cámara superlenta, y no percibimos un gran estruendo, pero el derrumbe
es colosal.”
Postpublicidad, Daniel Solana

30. A truly integrated, personalised and specific approach

31. The challenges………..

32. Markets are conversations!!!
http://www.youtube.com/watch?v=xh-XEPWts2A
http://www.youtube.com/watch?v=VaJjPRwExO8

34. “Health-check” on agencies’ progress
Creative agencies too reliant on “old model” for income and
attracting talent
Interactive agencies seen as niche and “techy” – not strategic but
channel specific
Media and DM agencies starting to “bridge both worlds”
strategically – short on creative input
Marketing services groups struggling to align and manage
appropriate resources and skill sets in a profitable or credible way

35. Gracias