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digital vision
Mohamed ElSayadGeneral ManagerMSN Arabia, Maghreb & Pakistan
Source: Internet World Stats July2009
173 million users in Latin America/Caribbean
251 million users in North America
54 million users in Africa
393 million users in Europe
657 million users in Asia
45 million users in the Middle East
21 million users In Oceania/Australia
Internet: over 1.5 billion users
The changing landscape
‘09 ad spend to fall by 0.2%TV + 0.5%
Newspapers -3.8%Internet +9.5%
Source: WPP/Group M Advertising Forecast, December 2008
55,000 voter registration forms350,000+ content downloads
Radio
Media 90 years agoMedia 60 years ago
TV
RadioPrint
Broadcast and cable TV
Radio
Media 30 years agoMedia 10 years ago
Broadcast and cable TV
Radio
Digital: banners and text
Media yesterday
Broadcast and cable TV
RadioDisplay
Video
Text linksMicro-sites
Rich mediaIn-game ads
Social networking
IPTVMobile ads
Ad-funded apps
Media today & tomorrow
Broadcast and IPTV
Print and reusable paper
Broadcast and digital radioDisplay
Video advertising
Text linksMicro-sites
Rich mediaIn-game ads
Social networking
IPTVMobile ads
Ad-funded appsUser generated
Video advertising
Pre-rollMicro-sites
Rich mediaInteractive video
Digital product placement
5 second spotMobile video ads
Ad-funded OSPortable media ads
The audience is still watching.
35% of the Internet users feel lost withouttheir Internet access, only 27% say the same
about Television
But where and when?
The ONLY constant is Change!
research suggests that we
are exposed to over 600 ads a day just through
the traditional media of
TV, radio and
newspaper alone.
isolation;
Individual mediums no longer operate in
“Our Rising Ad Dosage: It’s Not as Oppressive as Some Think,” Media Matters, February 15, 2007
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It’s the same game,with new rules
“The role of advertising is to link consumers to products, brands & services…” Nigel Morris CEO Isobar Worldwide
NAVIGATINGdigital possibilities in turbulent times
“Companies that increase marketing spend in recession recover three times faster in ‘normal’ times”
Ogilvy – Maximising Marketing spend in a recession
Brands that invest in innovative marketing strategies can maximise share gains to take advantage of weaker competitors.
With the consumer in control, creating engagement is all about dialogue, entertainment and giving value.
The human passion for sharing experiences is finding new expression through digital media.
With the consumer in control, creating engagement is all about dialogue, entertainment and giving value.
The human passion for sharing experiences is finding new expression through digital media.
The cry forcreativity
Branded "applets"Messenger games, Live gadgets, Facebook gadgets…
Adver-tainmentBranded entertainment content
Branded entertainmentFull bespoke experiences including environment
development, content production and portal traffic plan
Rich media specials‘never seen before’ executions
Branded contentEditorial coproduced with
publisher
Integrated scenariosMix between all previous creative with added bonding
elements, i.e. a hosted microsite
Experience matters
Targeting is more important than ever
Accountability is a shared responsibility
“People will be less enthused about impressions and more enthusedabout outcomes”Rob Norman – Global CEO, GroupM Interaction
The best way to predict the future is to invent itAllen Kay (Technology Guru)
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Thank [email protected]