Advertising TrendsIn relation to media

What keeps agency CEOs up at night.

Media Fragmentation

Resource and Expertise Fragmentation

Measurement

Privacy Concerns

Mobile

Crowdsourcing

Resource and ExpertiseFragmentation

Ad Agency—Creative Expertise

Media Agency—Media Planning and Buying Expertise

Digital Agency—Online Marketing and Tech Expertise

Measurement

Soft vs. Hard Measures

What is the value of a digital impression?

What is the value of a DVR impression?

Measuring ROI

Measuring ROI

The Ratings Conundrum

Axiom: better measurement equals lower ratings

Commercial Ratings vs. Program Ratings

Multiplatform deals to retain existing revenue

C3 and DVRs

Content Wraps Saatchi, Zenith and Toyota partnered with The CW

Network, D.C. Comics, and Warner-Brothers Studios to develop a customized experience

11-9

Privacy

Facebook Beacon

November 2007: Mining online behavioral data to 40 partner websites for targeted advertising (e.g., Fandango)

MoveOn.org created a Facebook group (50,000 members in two weeks

Beacon introduced an “Opt-out”Private info still posted despite opt-outs--class action lawsuitSeptember

2009: Beacon shut down

Adam Green --MoveOn

“We hope this has a ripple effect throughout the industry, and sets a precedent that it is unacceptable to assume that it’s OK to share private information without permission.”

Mobile—The next screen?

Kraft iFood

Video-TV Still King

Crowdsourcing-Mountain Dew, etc.

What makes them smile in the morning

Endless creative possibilities (T-Mobile)

The highway to success now has many on-ramps (best job in the world)

Reach has a whole new meaning (Sussex Safer roads)

Consumers can help tell our story to a lot of people (WOM: word of mouse)

The maturation of the Internet (social: Facebook & Twitter—growing acceptance of ad models)