6. An evolution in the economics of
advertising
Limited Choice, Boundless Choice,
Boundless Attention Limited Attention
High Competitive Low Competitive
Entry Barriers Entry Barriers
Competitively Consumer focused
focused
Products with Claims Brands with Values
and Attributes
9. This is the confluence of cyclical and
structural influences
6000
Print has All fall
steepest fall except
5000 Radio hardly Online
affected
4000
3000
Ad spend 1986-2009 by media type ($million)
2000
1000 1174
1200 1200
1023
0
1000 Slower 1000
E
86
87
88
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
19
19
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
growth,
Online spend versus all advertising 806
TV Print Radio Cinema OOH Online
800 spend 2002-2009 indexed versus 2002 but no fall 800
599
600 600
371
400 400
232
158 154 200
200 141 132 137 153
100
122
100 109
0 0
E
86
87
88
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
19
19
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
Online ad spend index versus 2002 All ad spend index versus 2002
10. The future where technology meets
psychology
Downturn has forced a tighter
coupling of
values & value conscious
11. Our future has two media trinities
Trinity 1
Bought
Multi-
Media
Earned Owned
12. Our future has two media trinities
Trinity 2
Interactive
Marketing
Orientation
Mobile Social
13. The Future Multi-media Game Play
2009
Personal
2014 Communication
Social Media
Mobile
Internet
PC
Internet
Low Reach High Reach
Analogue
TV
Magazines
Digital Newspapers
TV
Radio
Mass
Communication
Out of home
14. What if, in the future…..
Importance Ad Expenditure
Main Media
Social Media
2009 Time 2014
16. Holy Grail
• Measurement and recognition of multi channel
performance
• Data in everything to an increasingly granular level
• How do we use this data to generate knowledge
for our clients in terms of where and how they
should INVEST
ROI
19. This future which has started is
about…..
1. An increasingly personalised opportunity to
effectively communicate
2. Technology meets psychology
3. Media in the forefront as a Holy Trinity of bought,
owned, earned or mobile, social or interactive
4. Investment patterns must and are changing
5. The Holy Grail is still knowledge of what is
working best