Advertising is dead long live advertising - how ad and revenue models are changing
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Transcript of Advertising is dead long live advertising - how ad and revenue models are changing
PLENARY PANEL DISCUSSIONAdvertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing?
Session Chair: Nevo Hadas
Panelists: Rick De Kock (TBWA) Gavin Rooke (Isobar) Graeme Pitt (Freshly Ground Insights) Salwa Smaoui (Microsoft)Kwasi Twum (CEO Multi media Group, Ghana)
Staying Relevant….an Advertising Agency’s view on
Media
Rick de Kock Director: Africa OperationsTBWA\Africa
First, the Good News
A (young) market of 1 billion
2020 - Consumer spending doubles to $1.4 trillion /households with discretionary income rises to 128 million
The Market & Money
The 3rd Wave
Happy Days! Right?
But, your world is changing
No Longer Business As Usual
Big fish in small ponds…..
NOW
Technology is the Killer App
So, you can ride the waves of change, or drown in
them
Like they did…..
They sold film – not memories They sold books, not ease of entertainment
MindShift• Prescriptive
– Formats/Upfront payments• Flexible
– Client needs
• Massive inflation • Offer Value
• Going Alone– direct to clients
• Partner with Agencies
• Distrust over Compliance
• Transparency
• Media Channel • Marketing Solution
OWN YOUR DESTINY
Thank you