Will your brand have a voice in the fast forward future? Richard Huntington Planning Director, HHCL/Redcell.

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Presentation transcript:

Will your brand have a voice in the fast forward future? Richard Huntington Planning Director, HHCL/Redcell

1. People are falling in love with TV again Watching more Enjoying more TV is fighting back

“Sky+ is better than sex” ES magazine

“I would find it easier to live without my liver” Daily Star

2. The power of live TV is still watched live Must watch live TV is gold dust Create must watch live content

3. Ad skipping is not news Endemic in PVR households But skipping is a national sport

Causes of ad avoidance 26% of viewers watched the ad break 30% paid partial attention 19% paid no attention 17% left the room 8% surfed away Source: Media Dynamics and Forrester

Ad recall remains strong in PVR homes

4. New advertising models Associated involvement New techniques for targeting New forms of interaction New means of evaluation

5. We may learn to love ads again

Source: TGI, 2004 % “The adverts are as good as the programmes”

Less advertising Better targeting Higher standards New regulatory environment?

6. Brand Darwinism Death of the level playing field Survival of the fittest & funniest The brand will sell the ad

Source: WPP Brandz, selected UK car brands 2001/2002. YouGov online omnibus 2004 Voltage Presence signature Little tigers Faded stars Clean slate Weak Classic Olympic

The future... TV advertising will survive TV advertising has to change