Why above the line advertising will stay
-
Upload
philip-de-meulemeester -
Category
Business
-
view
6.234 -
download
0
description
Transcript of Why above the line advertising will stay
Why Above The Line Advertising will stay
By Philip De Meulemeester
Above The Line Advertising
Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television, and cinema advertising.
Source: Business Case Studies
“The death of the 30 sec TV Spot” – Joseph Jaffe (2005) + Trevor Beattie (2013)
“Brand Marketing is no longer one-dimensional. It’s now a two-way process, with the company and consumer
in constant dialogue” – Razorfish
“Can We Kill Off 'Above the Line,' Please?” – Kevin DiLorenzo
“Advertising is dead” – Tony Uphoff
Why have we blindly accepted this?
1. We have been too obsessed with the NEW, instead of the NOW
2. We constantly overestimate our own lives and situations
1. We have been too obsessed with the NEW, instead of the NOW
2. We constantly overestimate our own lives and situations
New Media brought new opportunities
New Media brought new business jargon
Unresearched and invalid business jargon
It brought the idea we’re dealing with an active participating consumer who knows his brands, wants to
engage with those brands and will grow more loyal when the brand “talks” more to him.
HOWEVER...
Average Click Through Rate
Average Fans talking about the brands
Source 1: Shea Bennett / Media Bistro, 2012 Source 2: Karen Nelson Field + Jennifer Taylor, 2012
1.64% 0.5%
The more Twitter Followers we collect, the less likely we will reach those people
Source: Shea Bennett / Media Bistro, 2012
0
1
2
3
4
5
6
7
50-1000 Followers 1k-5k Followers 5k-10k Followers >10k Followers
% Cl
ick Th
rough
Rate
Source: European Commission – Media Use in the European Union, 2012
• In Europe, TV is still by far the most watched medium. • Even Radio is still higher than the Internet.
% pe
ople
every
day +
2-3/w
eek
0102030405060708090
100
WatchTelevision on aTV set + via the
Internet
WatchTelevision on a
TV set
Listen to theRadio
Read theWritten Press
Use the Internet Use onlineSocial
Networks
WatchTelevision via
the Internet
• The average American spent about six times more time watching live TV than on the web.
• 97% of all video was viewed on a television. Less than 3% was viewed online. • About 0.5% of video viewing was done on a mobile phone. • Average live TV viewing increased by more than 1.5 hours a month compared to
last year. • 92% of TV viewing was done live. 8% was time-shifted (DVR.) • TV viewing remains at record high levels.
Source: Nielsen – Cross-Platform Report, 2013
In 2013,
“Of Course!” They say...
... “We reach less people yet talk to the ones that matter”
Source: TNS data for UK, 2005
More than 30% of all buyers buy Coca-Cola less than once a year.
The “ones that matter” don’t make up for your business sales
I’m a Facebook Fan I’m on their Newsletter list I read and watch their content I have never bought anything from them
Brand Sales Volume
Buyer Group % of Sample
Buying Frequency in Year 1
Year 1 Year 2
Non-Buyers 44 0 0 14
Light Buyers 22 1 14 16
Moderate Buyers 25 2-4 43 36
Heavy Buyers 9 5+ 43 34
Total 100 100 100
Source: Anschuetz, 2002; US IRI panel data
• 14% of the sales came from people not buying the previous year • 9% less sales from the heavy or “loyal” buyers, which accounted only for one third
of total sales in the second year
Sales of Tomato Sauce brand in the US:
Only talking to your “loyal” consumers will kill your business
“Your brand’s health depends on lots people who don’t know you well, don’t think of you much and don’t buy you often, if at all.”
- Martin Weigel, W+K
The market is like a big auditorium, where bigger brands own more seats
and where people sit in slighty different seats each time, influenced by where their acquaintances sit at that moment
Reference: Mark Earls – Herd, 2009
We’ve been obsessed with the NEW so we could grow our own advertising / media business
While the numbers are crystal clear: Mass reach is still the most effective method for a brand to grow
Reference: Byron Sharp – How Brands Grow, 2010
We are not Silicon Valley, We are in the business to make our clients money.
And to do so in the most effective and creative ways.
So let us please focus less on the NEW And more on the NOW
Above The Line Advertising reaches as many people as possbile, no matter
what medium
More than often, the ones that didn’t care about us at all
We assumed those people did care about what we do
and who we are because:
1. We have been too obsessed with the NEW, instead of the NOW
2. We constantly overestimate our own lives and situations
0
20
40
60
80
100
Sky Freeview Virgin Media
Ad People
Normal People
Advertising people vs. normal people:
Similar TV platform use...
Source: TV Nation, Ipsos Media CT/Thinkbox, 2013
% of
peop
le
Advertising people vs. normal people:
but not technology ownership...
Source: TV Nation, Ipsos Media CT/Thinkbox, 2013
0
10
20
30
40
50
60
70
80
90
100
Laptop/PC Smartphone Tablet Game Console
Ad People
Normal People% of
peop
le
Advertising people vs normal people:
and definitely not social media usage.
Source: TV Nation, Ipsos Media CT/Thinkbox, 2013
0
10
20
30
40
50
60
70
80
90
100
Facebook YouTube Twitter LinkedIn Instagram Pinterest
Ad People
Normal People% of
peop
le
We as marketers see the world in brands and media, just like doctors see the world in diseases
Our career bias and jargon overestimates the real world in terms of brands and culture on a daily basis and it
infiltrates our objectives, KPI’s and creativity
73% Most people worldwide would not care if more than
of brands disappeared tomorrow
Source: Havas Media – Meaningful Brands, 2013
1/5 Only
brands are perceived as making a meaningful difference in people's lives
Source: Havas Media – Meaningful Brands, 2013
“If anyone here is in advertising or marketing... Kill yourself”
- Bill Hicks
The advertising profession has always been one of the least favoured by people,
and the modern ways by which we are bothering them again have only nurtured and grown that annoyance
How can we make sure our work aims to be meaningful, valuable and effective again?
I Embrace the fact that
passive consumption is far from dead
II Get to the business objective first
before thinking How and Who to reach
III Be at the front of everything New but work with what works Now
IV Accept that barely anybody cares about what you do or who you are
V Try to understand culture and people,
rather than devices and technology
VI Fight for people’s attention
instead of assuming they’re listening to you
Thank You.
[email protected] http://philipdm.wordpress.com