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...


http://www.youtube.com/watch?v=R2bLNkCqpuY

http://www.youtube.com/watch?v=R2bLNkCqpuY


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


http://www.youtube.com/

http://www.youtube.com/


://Content/digital


://Content/digitalcreation_collection_display_distribution



Scarcity to abundance




passive to hyperlinked





gestural tangible interfaces






Camera to synthetic CG







limited to ubiquitos interactions







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

DAM

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

DAM

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


a Social -Technology Revolution

simple | intuitive | inexpensive emerging platforms are dominating the landscape


://EXAMPLES





http://www.youtube.com/watch?v=jRCtt5I3RlQ

http://www.youtube.com/watch?v=jRCtt5I3RlQ


http://www.thelostring.com/index.html

http://www.thelostring.com/index.html



http://work.canneslions.com/titanium/

http://work.canneslions.com/titanium/


Started here...


Original content


http://www.youtube.com/watch?v=ruvio0nEYvg


Original content


Original content


http://www.sundancechannel.com/iconoclasts/%23/episode/210327462

http://www.sundancechannel.com/iconoclasts/%23/episode/210327462





http://www.schhh.eu/shortfilms/

http://www.schhh.eu/shortfilms/

http://www.youtube.com/watch?v=rPi8aJcUT_g

http://www.youtube.com/watch?v=rPi8aJcUT_g


afp


Branded channels


who killed summer





http://www.vimeo.com/channels/ikeaheights

http://www.vimeo.com/channels/ikeaheights



Circle of 8




://UGC



http://id3.doritos.co.uk/

http://id3.doritos.co.uk/




http://www.youtube.com/watch?v=4-CehxoJy0I&feature=PlayList&p=3lA27MT9wKY

http://www.youtube.com/watch?v=4-CehxoJy0I&feature=PlayList&p=3lA27MT9wKY


http://www.mofilm.com/

http://www.mofilm.com/


http://fm78.tv/

http://fm78.tv/


http://www.filmaka.com/

http://www.filmaka.com/


http://www.epicfu.com/

http://www.epicfu.com/

://keep eye on...


Zuna vision


http://www.youtube.com/watch?v=CR3tQmxrPo8

http://www.youtube.com/watch?v=CR3tQmxrPo8

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


http://livepage.apple.com/

http://livepage.apple.com/











://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








Entertainment & Humor

T R C Researchers Day 09