T R C Researchers Day 09

Where is... advertising, TV production and

digital content headed? TRC Glasgow september 29th 2009

Sunday, 4 October 2009

The facts...

“An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services.”

We create ideas that move people

We do ideas We do ideas We do ideas

We do ideasWe do ideas

We do ideas We do ideas

We do ideas We do ideasWe do ideas

We do ideasWe do ideasWe do ideas

We do ideasWe do ideas

the good old days

When we commanded 100% attention

...we commanded attention

we solved problems

hierarchical, silos, specialist skills,

God-like creative directors and sharp suited account men

drinking martini’s in the morning

we solved problems

We told stories...

Agency execs became scared

commissioning editors started worrying...

Internet advertising accounted for over £3.3bn in 2008. A 17% increase when other media is

declining or flat.

consumer or viewer attention71% of the UK population are online and 44% doing so once a day...

Internet is focusing their attention

And then the bankers screwed up

why should you care ?TV advertising funds a % of production... and it’s falling

TV ad spend 21.9 % of ad spend in 2008

Currently 19.2 Online spend dominated by display and search

2009 Internet expected to exceed or get close to TV

In uncertain times when marketing budgets are being slashed interesting things are happening...

- drive for more accountability- More money spent on TV

-seeking new ways to tell stories

this is the first recession since the internet had scale

Changes happening

The future and the past collide

“There is a new social and economic landscape. Multiple channels, new technologies, a less attentive consumer have made interruptive connection with consumers more and more difficult, the old collision-model of advertising is becoming increasingly anachronistic in a world of personalised media platforms.

Branded content embraces these changes. Creating brand entertainment based on the things that really matter, consumers volunteer their attention.”BCMA

Brands become integral to entertainment and visa versa

Inform

We all care about the same thing

Entertain Interact

Educate

Opportunities to tell stories just exploded

Destinations to distribution

product placement

AFP Original content

co-funded content

branded channels

Funded film

://Content/digital

://Content/digitalcreation_collection_display_distribution

Scarcity to abundance

passive to hyperlinked

gestural tangible interfaces

Camera to synthetic CG

limited to ubiquitos interactions

2D to immersive HD 4KHD and 3D Sunday, 4 October 2009

technology changing our art

new internet cameras

animation software

Editing in the cloud

Everyday life streaming

Auto indexing meta tagging universal search

Cloud/ authoring storage/

retrieval/redistribution

open source/open access/open

standrds video collection manaager

photo realistic avatars

social TV

mobile projection

Bandwidth growth

Mobile internet

technology changing our art

new internet cameras

animation software

Editing in the cloud

Everyday life streaming

Auto indexing meta tagging universal search

Cloud/ authoring storage/

retrieval/redistribution

open source/open access/open

standrds video collection manaager

photo realistic avatars

social TV

mobile projection

Bandwidth growth

Mobile internet

“creativity is a core industry skill that will become more highly prized and

valued across the business in the future as the need to entertain and engage

the consumer becomes central to to all brands”

the Future Foundation and IPA 2007

Collaboration will be essentialAgencies - producers- Geeks

Transmedia storytelling

Transmedia storytelling, as defined by Henry Jenkins in his 2006 book, is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world. By using different media formats, it attempts to create "entrypoints" through which consumers can become immersed in a story world

a Social -Technology Revolution

simple | intuitive | inexpensive emerging platforms are dominating the landscape

://EXAMPLES

Started here...

Original content

Branded channels

who killed summer

Circle of 8

://UGC

://keep eye on...

Zuna vision

http://www.youtube.com/watch?v=oACt9R9z37U

://whatnow?

1. get to know agencies, media, creative and PR2. Stay on top of trends - contagious news3. follow agency blogs4. Promote your ideas and services5. Get to know ofcom regs6. Seek afp with commissioners7. Understand social media power8. Think transmedia and consider back stories9. Look for ways which technology can deepen the engagement with stories10. Pilot

thank you.

Appendix

T R C Researchers Day 09

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