pwc how advertising print

8/8/2019 PwC How Advertising Print

1/37

How to capitalize onLifestyle Advertising ina customer-centric world*

PwC AdvisoryPerformance Improvement


2/37

Table of contents


3/37

2

SituationConsumers wantentertainment and

real information,not advertisements.


4/37


5/37


6/37


7/37


8/37


9/37

14

Our perspectiveWhat was once aone-way dialogue with

consumers is now adynamic conversation.Welcome to LifestyleAdvertising.


10/37

16

In television, for example, networks are working to meet customers onnew terms, allowing them to access exclusive content on other platforms.Last year, for instance, Twentieth Century Fox distributed24: Conspiracyexclusively to mobile devices as a companion series to the blockbusterFox television program24.

To fully capitalize on the Lifestyle Advertising opportunity, advertisers must

engage with consumers in real-time conversations that are relevant andtrustworthy (see sidebar, Case study: Doves Campaign for Real Beauty).

And they must build their organizations around those conversations.Furthermore, that direct dialogue between advertisers and consumersimpacts every participant in the media ecosystem. Lifestyle Advertisingoffers all parties, including the content providers and media distributorswho facilitate those conversations, a new way to build the sustainable,personalized customer relationships that will support their long-termbusiness strategies.


11/37

18

Figure 2Lifestyle Advertising ina media marketplace


12/37

Case study: DovesCampaign for Real BeautyA cross-platform campaign

that started an emotionalconversation among womenrather than peddling a product.


13/37


14/37


15/37


16/37


17/37


18/37


19/37


20/37


21/37

The term trust takes on a


22/37

The term trust takes on anew meaning and importancein converged media.

Implications


23/37

42

ImplicationsEmbrace LifestyleAdvertising as a

continuous processwithin your business.

Figure 3


24/37

Figure 3The dynamic LifestyleAdvertising cycle


25/37


26/37


27/37


28/37


29/37

Pursuing innovation is


30/37

gas much about informedrisk-taking as it is about

organization.


31/37


32/37


33/37


34/37

Methodology


35/37

66


36/37

Performance ImprovementLifestyle Advertising


37/37

*connectedthinking

pwc how advertising print

Documents