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Advertising Trends

Advertising Trends. In relation to media. What keeps agency CEOs up at night. Media Fragmentation Resource and Expertise Fragmentation Measurement Privacy Concerns Mobile Crowdsourcing. Resource and Expertise Fragmentation. Ad Agency—Creative Expertise

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Advertising Trends

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  1. Advertising Trends In relation to media

  2. What keeps agency CEOs up at night. • Media Fragmentation • Resource and Expertise Fragmentation • Measurement • Privacy Concerns • Mobile • Crowdsourcing

  3. Resource and ExpertiseFragmentation • Ad Agency—Creative Expertise • Media Agency—Media Planning and Buying Expertise • Digital Agency—Online Marketing and Tech Expertise

  4. Measurement • Soft vs. Hard Measures • What is the value of a digital impression? • What is the value of a DVR impression?

  5. Measuring ROI

  6. Measuring ROI

  7. The Ratings Conundrum • Axiom: better measurement equals lower ratings • Commercial Ratings vs. Program Ratings • Multiplatform deals to retain existing revenue • C3 and DVRs

  8. Content Wraps • Saatchi, Zenith and Toyota partnered with The CW Network, D.C. Comics, and Warner-Brothers Studios to develop a customized experience

  9. Privacy

  10. Facebook Beacon • November 2007: Mining online behavioral data to 40 partner websites for targeted advertising (e.g., Fandango) • MoveOn.org created a Facebook group (50,000 members in two weeks • Beacon introduced an “Opt-out”Private info still posted despite opt-outs--class action lawsuitSeptember • 2009: Beacon shut down

  11. Adam Green --MoveOn • “We hope this has a ripple effect throughout the industry, and sets a precedent that it is unacceptable to assume that it’s OK to share private information without permission.”

  12. Mobile—The next screen?

  13. Kraft iFood

  14. Video-TV Still King

  15. Crowdsourcing-Mountain Dew, etc.

  16. What makes them smile in the morning • Endless creative possibilities (T-Mobile) • The highway to success now has many on-ramps (best job in the world) • Reach has a whole new meaning (Sussex Safer roads) • Consumers can help tell our story to a lot of people (WOM: word of mouse) • The maturation of the Internet (social: Facebook & Twitter—growing acceptance of ad models)

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