advertising briefing tour presentation oct12
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Advertising in UK – market, trends, government regulation, innovation
Mark [email protected]+44 (0)7884 490937
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Defining Advertising?
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action, usually to purchase or consume a product or service.
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Defining Advertising?
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Advertising in the UK
• 13,000 businesses in the sector • Employs 250,000 people• Produces £6.2 billion of the UK GVA
annually
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Advertising is important
Advertising funds 75% of commercial television, 95% of national press, 80% of magazines, and 95% of commercial radio in the UK.
It also drives innovation.
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Advertising is important
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Advertising locations
70% in London
6% in NW
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UK Advertising
• Global market lead
• Household names (WPP, Saatchi etc)
• Recognisable output
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UK Advertising
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Advertising industry
Associations: Advertising Association, IPA, IAB
Skills: Creative SkillsetPress: Campaign, Brand RepublicIndustry built on renowned creative
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Advertising Awards
D&AD as recognised gold standardBIMA for interactive & digital
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UK Advertising market
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UK Advertising market
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UK Advertising market
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2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
TOTAL
Press
TV
Internet
Outdoor & Transport
Radio
Cinema
Advertising Revenue by Medium 2000-2011
£m
Source: AA/Warc – Based on current prices
* Total revenue figure excludes all sponsorship. TV figure includes sponsorship, Radio includes branded content
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% Share by medium of total ad revenue
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
0
10
20
30
40
50
60
Press
TV
Internet
Outdoor & Transport
Radio
Cinema
%
Source: Advertising Association Expenditure Report 1995-2011Note: Figures are at current prices and gross.
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Advertising – regulation issues
• Privacy / Data / Opt In
• Product placement / sponsorship
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Advertising break
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Advertising as driver of innovation
• War for attention
• Amplifies disruption
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Key drivers – UK digital market
• 9th largest global internet population• Highest per capita online spend in G20:
UK €1563• 58% smartphone penetration• 24.7M UK consumers using m-commerce• 12% UK households own iPad / tablet• 37.4M Facebook users
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Key drivers
• World has changed• Flexibility of digital• Highly targeted• Track ROI• Generate dialogue
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Impact of social media
• Impossible to overstate• Interaction not broadcast• Enable peer advocacy• Generate exploitable data• Viral
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Peer advocacy
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Viral
• Cadburys Gorilla ad 2007• Millions YouTube views• Generated parody versions• 6% sales uplift• P&G 2012 14M views / 2M+
shares
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BUT….
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Avoiding advertising
• Second screen / multiplatform• Triggered content – Shazam• Premium service - Spotify
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New platforms
• Google ($36Bn+ globally 2011)• Facebook ($3.8Bn globally 2011)• App / In game• Mobile
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New dialogues - Burberry
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New dialogues - Dominos
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New dialogues - Heineken
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New dialogues - Cadbury
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New formats - Blippar
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New formats - Kiosked
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New formats - Matmi
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New formats - Vouchercloud
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Likely FDI prospects:
Major ad agencies have London presence so:• Audience measurement• Audience engagement• Creative innovation• Effectiveness / ROI