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Storytelling and TV Advertising (No Story, No Glory)

This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising. <br><br>Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well". <br><br>Note: Youtube Video Content is embedded <br><br>Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.

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Storytelling and TV Advertising (No Story, No Glory)

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  1. Alain Thys “No Story, No Glory” FUTURELAB

  2. The $200 billion question How do we go from imposing ourselves to being embraced? FUTURELAB (*) 2012 Global TV advertising forecast = $202bn, Zenith Optimedia December 2010

  3. Or being even more ambitious Can we get people to hit pause instead of fast forward FUTURELAB

  4. #ChangeMarketing: I don’t have all the answers, but I’m willing to look for them.

  5. FUTURELAB 5 Suggestions from the world of storytelling

  6. FUTURELAB They will require co-operation Brands, agencies and TV stations need to develop a new approach

  7. Orthodoxies will need to be challenged Especially if they stopped making sense FUTURELAB

  8. FUTURELAB But considering the prize, the effort is worth it What if consumers embraced our messages willingly?

  9. FUTURELAB Suggestion #1 Take your time

  10. Let’s face it: Only a genius can tell a story in 30 seconds or less. For Sale: Baby shoes, never worn FUTURELAB

  11. http://www.angryalien.com/0604/titanicbunnies.html Case: Titanic is a great story, but It just isn’t the same in 30 seconds FUTURELAB

  12. FUTURELAB We will continue with this programme after these important messages. So why do we hurry? Where did the 30 second spot come from?

  13. FUTURELAB Orthodoxy alert Pat Weaver & Leonard Lavin

  14. FUTURELAB Orthodoxy alert As advertising industrialised, the logic became entrenched in the system

  15. What if? The 30 second orthodoxy didn’t exist? You had the time you needed to tell the story? http://www.youtube.com/watch?v=BMjoEFyWn8w FUTURELAB

  16. Suggestion #1 Make sure you have the time you need to tell your story FUTURELAB

  17. FUTURELAB Suggestion #2 Consider context

  18. Every storyteller asks: Who is my audience ? Why are they coming ? What is on their mind ? • • • FUTURELAB

  19. FUTURELAB If you forget to ask them, Things go wrong

  20. FUTURELAB “YEAEEEH!!” Some time ago, my son and I had the house to ourselves

  21. Movie Night Minimum effort, maximum explosions Don’t worry Mrs. Thys, I’ll take care of your boys. FUTURELAB

  22. FUTURELAB We had it sorted + + =

  23. On the edge of our seats OMG Will’s in trouble, how will he EVER get out of this car chase alive ??? FUTURELAB

  24. FUTURELAB Time for some important messages on the benefits of well-fitting female hygiene products.

  25. FUTURELAB What’s wrong with this picture? + + + Female hygiene Popcorn Will Smith 2 guys

  26. Impact requires context Yesterday’s homogeneous audience has fragmented into hundreds of subsets. FUTURELAB

  27. Impact requires context Today’s fragmented audience makes context more important than ever (Mediapost, March 2011) Context effects are more pronounced for TV Context effects more pronounced in interrupting than shoulder blocks Positive valenced context improves ad effectiveness Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247 FUTURELAB

  28. Some remarkable practices FUTURELAB

  29. Suggestion #2 Don’t just plan based on (average) numbers. Make sure your creativity matches the context of the programme. FUTURELAB

  30. FUTURELAB Suggestion #3 Be meaningful

  31. FUTURELAB Orthodoxy alert: Once upon a time, advertising content mattered to us

  32. FUTURELAB Today The bath tub is full

  33. Image: (c) Adambooth The commercial messages we once welcomed, lost their appeal. Share of voice has become Share of noise FUTURELAB

  34. Great storytellers continuously adapt their message As we move on and our interests change, so does their story FUTURELAB

  35. If we risk tuning out, they don’t shout louder They anticipate with plot-twists and different formats Luke, I am your father. FUTURELAB

  36. Don’t be a GRP addict, yet find new ways to give your ads meaning If I give you 30” of my life, what are you offering me in return?

  37. Suggestion #3 Plan for reach, but aim for impact. Talk about things that have real meaning to your audience. FUTURELAB

  38. FUTURELAB Suggestion #4 Invite the audience

  39. Great storytellers Invite audiences to sit down and listen FUTURELAB

  40. FUTURELAB Advertisements Try to catch our attention while we’re doing something else

  41. Remember the soaps? Invite audiences to come to you FUTURELAB

  42. Join forces with your audience’s favourite storytellers Encourage channels to come up with quality product shows FUTURELAB

  43. Join forces with your audience’s favourite storytellers Consider product placement that fits the narrative FUTURELAB

  44. Or invite them to listen to a story you craft yourself Leverage the webisode concept to digital TV FUTURELAB

  45. Suggestion #4 Invite your audience to sit down and give you their undivided attention FUTURELAB

  46. FUTURELAB Suggestion #5 Go Transmedia

  47. Every story seeks to share itself If it doesn’t spread, it’s dead (H.Jenkins) FUTURELAB

  48. FUTURELAB This is proven by developments in social TV Live television brings unites whole tribes on Twitter, Facebook, etc.

  49. Many brands would like to center these conversations on them Leverage promoters, create positive WOM, “buzz.

  50. But there’s just so little to talk about What can you say about this? http://www.youtube.com/watch?v=pnfHDp19k5s FUTURELAB

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