March 15, 2004 6. Transatlantic Dialogue

Advertising Concepts in the Context of Digital Media Cultures in the USA and

Germany

6. Transatlantic Dialogue,

Düsseldorf

March 15, 2004 6. Transatlantic Dialogue

Global Advertising Market: Key Components

• Changing Global Advertising Industries

• Globalization of Campaigns

• New Approaches

March 15, 2004 6. Transatlantic Dialogue

Changing Global Industries

• Increase of Worldwide Operating Agencies

• Intense Competition for World Markets and Sophistication of Consumers

• Diversification of Product Lines by Major Advertisers: Vertical and Horizontal

March 15, 2004 6. Transatlantic Dialogue

Globalization of Campaigns

• Formerly: Overcompensation of cultural differences and national markets

• Today:Worldwide standardized Marketing Mix

• Future: more globally sophisticated Ad Strategies

March 15, 2004 6. Transatlantic Dialogue

New ‚Individualized‘ Approaches

Global /LocalTransnational Fragmentation

March 15, 2004 6. Transatlantic Dialogue

New ‚Individualized‘ Approaches

‚Contact‘ ToolCommunication

Tool

March 15, 2004 6. Transatlantic Dialogue

Global Predictions: Recovery and Growth

• Growth of worldwide advertising markets from 3.4 % to 5%, USA, Europe, Asia (Aegis, UK)

• Online Ad Markets: Growth Factors on Key Markets

March 15, 2004 6. Transatlantic Dialogue

Digital Culture U.S.: Framework

• Pluralism / Commercial

• De- and -unregulated

• Convergence of technologies and content• Multi-Channel Environment

March 15, 2004 6. Transatlantic Dialogue

Ad Market Coordinates: U.S.

• Growth of Overall Ad Market (Ad Sales) to $ 128 Billion

• Decrease Ad Sales of Network Television (Growth by around 1% (20 Billion.)

• Increase of Internet by 15 % ($ 6 Billion)• Increase of Advertising in Cable Channels• Increase Regional Print Media, Decrease National Print

Media

March 15, 2004 6. Transatlantic Dialogue

‚Individualization‘ in Micromarkets

• Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels

• Nationwide Micro-Competition

• Sophisticated Micro-Campaigns

• Micro-Formats

March 15, 2004 6. Transatlantic Dialogue

Digital Culture Germany:Framework

• ‚Public‘ Service Model/ Media as ‚Cultural Entity‘

• Regulated (decentralized)

• Segmented convergence

• Limited Channel Capacity

• DVB-T