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Future advertising

Christian van den Bergec.vdberge@gmail.com

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Not about:

Web 2.0

Advertisement 2.0

Consumer 2.0Marketing 2.0

Communication 2.0

Business 2.0Identity 2.0

School 2.0 Jesus 2.0

Media 2.0 Smoking 2.0

Politic 2.0

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.. And also not about..

Consumensen

Putting the customer first

Customer Relationship Management

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The TV-Industrial

Complex

Buy Ads

Sell MoreProducts

Get MoreDistribution

Make aProfit

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The old days One way communication Limited choice Central editorial control

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Reach the customer

“We don’t hang out at the same places any more”

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“In 1965, 80% of 18/49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)

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Choices

Time

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“People with PVR’s watch 12% more TV, yet 90% of them adskip”

“78,2% of Germans are irritated by advertising, only 24% actually still watches it.”

“85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom.”

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“54% of US consumers avoids products & services which ‘overwhelm’ with advertising”

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Trust

“You’re saying that you love me, but you’re not behaving like you love me….”

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Change

“I’ve changed, but you haven’t”

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We can see what we want, when we want it, how we want it.

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"Your contract with the network when you get the show is you're going to watch the spots. Otherwise you couldn't get the show on an ad-supported basis. Any time you skip a commercial or watch the button you're actually stealing the programming,"

Jamie Kellner, CEO of Tuner Broadcasting, 2002

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Dialogue

“We don’t talk”“You do all the talking”

“You’re not even listening are you”

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Now What?

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Marketing ?

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Do you recommend us?

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