Published on November 5, 2008
BUYING AUDIENCES VS CREATING AUDIENCES Wim Vermeulen, Regional Digital Director, Ogilvy CEE
25% of music spending is already mobile or online today
18% digital revenue Publicis groupe 25% digital + direct revenue of WPP
TV is the dominant ad medium in CEE (Group M, forecast 2008) TV Radio Newspapers Magazines Outdoor Internet GroupM, 2008 (Croatia, Czech R., Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Slovakia, Slovenia)
CZECH REPUBLIC POLAND RUSSIA TV Radio Newspapers Magazines Cinema Outdoor Internet
STRENGTH OF TV Build reach quickly Build awareness quickly Chance to become part of popular culture
http://www.youtube.com/watch?v=TnzFRV1LwIo or go to YouTube and search Cadbury Gorilla advert
New channels never replace old, the old just loose dominance.
16-24 yo Europeans spend more time on the internet than watching TV. 31,0 28,0 24,0 9,0 8,0 TV Radio Internet Newspaper Mags % of total media consumption Eiaa 2007, media consumption Europeans 16-24 yo
Share of inﬂuence Inﬂuence of each medium on purchase decision Germany UK France Radio Newspaper Magazines TV Internet
In 2007, video accounted for 60% of internet trafﬁc ANA, 2008
The rise of digital TV
DIGITAL TELEVISION Pause/Record Live TV Catch up Movies on Demand Digital Radio
check Tivo.com for product demo
How difficult is it to use Tivo asked to a 6 y.o. watch the answer on http://www.youtube.com/watch?v=1_5ZVk0Dero
87% of UK homes have DTV (Q1 2008) OFCOM, 2008 - Tiscali TV Trend Report 2008 - YouGov 2008
The EU has set 2012 for digital TV transition.
Russia is set for 2015
80% of the audience fastforwards TV ads on Digital TV
Mums pay less attention than most. 91% reports not watching ads when watching time shifted TV (MindShare, 2008)
Tom Rogers, CEO TIVO, 2008 http://kara.allthingsd.com/20080925/the-entire-d6-interview-with-tivos-tom-rogers-4-of-4/
How is the tv industry reacting?
Catch the brand names in this commercial break that is being fastforwarded http://www.youtube.com/watch?v=usq-uuNN8tc
? As an advertiser, how do you cope with your core medium evolving from PUSH to PULL?
Buying audiences VERSUS Creating audiences
Feed Company, 2008
Is your advertising that good people actually come to watch it, spread it amongst their friends and spoof it?
Google is preparing to deliver “targeted measurable television ads” Eric Schmidt, 2008
What does the TV industry has to do ? Accept that the consumer is in control and concentrate on new propositions to advertising community Make advertising content actionable Make advertising content measurable Give us the tools to hyper target the audience
Calling upon the tv industry GET THE CEE DIGITAL COMMUNITY INVOLVED
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