LIVErtising 2015 2 Digital is not a Channel
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Notes of my Master course for advertising majors at IHECS, Brussels, focusing on interactive marketing
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LIVErtising 2015 2 Digital is not a Channel
- 6. LIVErtising.NET IHECS 2014-‐20156 01 TV is still going strong, digital is growing, mobile is leading
- 13. LIVErtising.NET IHECS 2014-‐201513 multiscreening second screen social television
- 15. Croatia - Belgium SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27) TV Reach 20% - 842 640 Total messages – 6 498 Source : SRP on Sport, North&South, 15-54 year TV Reach 20% - 632 609 Total messages – 5 751
- 16. Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ During ads, second screen becomes first one Programs that generate “buzz” suffer less from zapping -58%-38%
- 20. LIVErtising.NET IHECS 2014-‐201520 targeted ads addressable ads interactive ads local ads
- 25. LIVErtising.NET IHECS 2014-‐201525 01 02 03 04 05 TV is still going strong, digital is growing, mobile is leading TV is a multiscreen experience TV sets are getting digital TV is in the app, increasingly TV content is OTT too
- 30. Laptop and Gaming Consoles: Popular TV devices next to the traditional TV set Watch TV TV 97% Laptop 52% Gaming console connected to TV 19% Tablet 15% Smartphone 13% Connected tablet 7% Source: MMS Study 2013 – Havas Media ? ? ? ? ? ?
- 31. 2nd screen (TV) a strong link with digital brand content Multi screen usage Surf on websites related to what I’m watching 44% Look or buy things related to what I’m watching 25% Write on FB about what I’m watching 22% Send emails / sms related to what I’m watching 22% Consult Twitter 21% Comment online about ads, film or program I’m watching 18% Tweet about the TV program or movie 9%
- 33. LIVErtising.NET IHECS 2014-‐201533 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 DIGITAL is not an additional channel -‐ it is a life-‐changer and a business-‐changer
- 43. LIVErtising.NET IHECS 2014-‐2015 from 23% to 53% 43
- 46. LIVErtising.NET IHECS 2014-‐201546 #1 #2
- 47. LIVErtising.NET IHECS 2014-‐201547 OK, we all got that!
- 56. LIVErtising.NET IHECS 2014-‐2015 Huge brands like Pepsi and Coke are not in the top ten list of brands on YouTube. Despite the success of beauty videos on YouTube, makeup brands are next to nowhere on it! 56