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BSI Push is Evolving to Pull

Marketing 2.0 Conference, Hamburg 2005
BSI



          Join the conversation
  MARKETING 2.0 CONFERENCE
      Paris, France 28/29 March 2011
         www.marketing2conference.com
Michael Wall

6th October 2005
Word of Mouth Conference




Copyright ©2005 Fallon Worldwide. All rights reserved.
2




    Copyright ©2005 Fallon Worldwide. All rights reserved.
3




    Copyright ©2005 Fallon Worldwide. All rights reserved.
4




    Copyright ©2005 Fallon Worldwide. All rights reserved.
5




    Copyright ©2005 Fallon Worldwide. All rights reserved.
Time-shifting And Ad-Skipping Are Not Just
Limited To Television.


                                  On-Demand & DVRs
                                    “The TiVo Of TV”




                                  Satellite & Podcasting
                                   “The TiVo Of Radio”




                                                           Copyright ©2005 Fallon Worldwide. All rights reserved.
                                      RSS & Blogs
                                   “The TiVo Of The
                                       Internet”


                                                                6
It’s Fast Becoming An On-Demand, Content-Filled
  World Where Consumers Are Taking Control.

U.S. Households (millions)


     80


      70


      60


      50
                                                                                  Broadband
                                                                                  DVR (1)
      40
                                                                                  Video game conso

      30




                                                                                                     Copyright ©2005 Fallon Worldwide. All rights reserved.
      20


      10

                                    Actual        Forecast
       0
              2003         2004         2005         2006    2007   2008   2009
  Source: Forrester Research, 2004 Benchmark Data Overview                                                7
Rationales For Buying Mainstream Media Are
Becoming Less Compelling.


“Broadcast network television ratings continue to decline while ad rates
continue to rise.”
     ≥ “Advertisers Continue To Complain About Rates, But Keep On Spending.”
       AdWeek, 9/27/04




“Circulation practices…have become one of the most divisive issues in
magazine publishing, souring the relationship between those who sell
advertising and those who buy it.”
     ≥ “In Fight For Ads, Publishers Often Overstate Their Sales.”
       The Wall Street Journal, 8/6/03




                                                                               Copyright ©2005 Fallon Worldwide. All rights reserved.
Sources: AdWeek, 9/27/04; The Wall Street Journal, 8/6/03.                          8
Even Wall Street Is Questioning The
Effectiveness Of TV Advertising.




                    “Why TV Advertising Doesn’t Work For Mature Brands.”
                                Industry Focus Study, 2004




  “Industry dynamics are changing with channel shift and technology-enabled
                         migration from network TV.”




                                                                                      Copyright ©2005 Fallon Worldwide. All rights reserved.
           “We like companies that are willing to acknowledge the problem.”



Source: Deutsche Bank, "Why TV Advertising Doesn't Work For Mature Brands," 5/18/04        9
40% of US HHs will have
access to on-demand TV
       by 2007 .          7M US HHs with DVR,
                             33.5M by 2008


                                                   56% of European
                                                  Internet users have
                                                  downloaded music




                                                HHs with mobile phones
                          HHs with Video           44% in Mexico
                          Game Consoles             88% in Europe




                                                                         Copyright ©2005 Fallon Worldwide. All rights reserved.
                           33% in Brazil         115% in Hong Kong
    Broadband               35% in USA                50% in US
   Subscribers:           26% in Europe
   Asia Pac – 61           75% in Japan
        mm
  Europe – 48 mm
   USA – 47 mm

                                                                         10
Push Is Evolving To Pull. Providing
Consumer Value Is What’s Driving
Success.




                                      Copyright ©2005 Fallon Worldwide. All rights reserved.
Entertainment Is What Draws Consumers In.

In 2003, the scales tipped as U.S. consumer spending on personal media (i.e.,
DVDs, CDs, video games, etc.) exceeded U.S. spending on media advertising.




  Ad Media                                                                         Personal Media
   Spend
                                              $175.8                                   Spend
                                              Billion
                                                                         $178.4
                                                                         Billion




                                                                                                    Copyright ©2005 Fallon Worldwide. All rights reserved.
Source: Veronis Suhler Stevenson, Communication Industry Forecast 2003                              12
Frankly, We’re Thrilled.




Copyright ©2005 Fallon Worldwide. All rights reserved.
BMW Films




Copyright ©2005 Fallon Worldwide. All rights reserved.
Copyright ©2005 Fallon Worldwide. All rights reserved.
15
Buddy Lee




Copyright ©2005 Fallon Worldwide. All rights reserved.
Copyright ©2005 Fallon Worldwide. All rights reserved.
17
Sony Bravia




Copyright ©2005 Fallon Worldwide. All rights reserved.
Copyright ©2005 Fallon Worldwide. All rights reserved.
19
The New Rules Are The Old Rules




Copyright ©2005 Fallon Worldwide. All rights reserved.
Respect And Reward The Consumer




Copyright ©2005 Fallon Worldwide. All rights reserved.
Fit Seamlessly.
                                                         Make The Brand And The Execution




Copyright ©2005 Fallon Worldwide. All rights reserved.
Agency.
                                                         Build The Expertise Into The




Copyright ©2005 Fallon Worldwide. All rights reserved.
Be Brave And Relentless.




Copyright ©2005 Fallon Worldwide. All rights reserved.
Copyright ©2005 Fallon Worldwide. All rights reserved.

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Push is Evolving to Pull

  • 1. BSI Push is Evolving to Pull Marketing 2.0 Conference, Hamburg 2005
  • 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
  • 3. Michael Wall 6th October 2005 Word of Mouth Conference Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 4. 2 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 5. 3 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 6. 4 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 7. 5 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 8. Time-shifting And Ad-Skipping Are Not Just Limited To Television. On-Demand & DVRs “The TiVo Of TV” Satellite & Podcasting “The TiVo Of Radio” Copyright ©2005 Fallon Worldwide. All rights reserved. RSS & Blogs “The TiVo Of The Internet” 6
  • 9. It’s Fast Becoming An On-Demand, Content-Filled World Where Consumers Are Taking Control. U.S. Households (millions) 80 70 60 50 Broadband DVR (1) 40 Video game conso 30 Copyright ©2005 Fallon Worldwide. All rights reserved. 20 10 Actual Forecast 0 2003 2004 2005 2006 2007 2008 2009 Source: Forrester Research, 2004 Benchmark Data Overview 7
  • 10. Rationales For Buying Mainstream Media Are Becoming Less Compelling. “Broadcast network television ratings continue to decline while ad rates continue to rise.” ≥ “Advertisers Continue To Complain About Rates, But Keep On Spending.” AdWeek, 9/27/04 “Circulation practices…have become one of the most divisive issues in magazine publishing, souring the relationship between those who sell advertising and those who buy it.” ≥ “In Fight For Ads, Publishers Often Overstate Their Sales.” The Wall Street Journal, 8/6/03 Copyright ©2005 Fallon Worldwide. All rights reserved. Sources: AdWeek, 9/27/04; The Wall Street Journal, 8/6/03. 8
  • 11. Even Wall Street Is Questioning The Effectiveness Of TV Advertising. “Why TV Advertising Doesn’t Work For Mature Brands.” Industry Focus Study, 2004 “Industry dynamics are changing with channel shift and technology-enabled migration from network TV.” Copyright ©2005 Fallon Worldwide. All rights reserved. “We like companies that are willing to acknowledge the problem.” Source: Deutsche Bank, "Why TV Advertising Doesn't Work For Mature Brands," 5/18/04 9
  • 12. 40% of US HHs will have access to on-demand TV by 2007 . 7M US HHs with DVR, 33.5M by 2008 56% of European Internet users have downloaded music HHs with mobile phones HHs with Video 44% in Mexico Game Consoles 88% in Europe Copyright ©2005 Fallon Worldwide. All rights reserved. 33% in Brazil 115% in Hong Kong Broadband 35% in USA 50% in US Subscribers: 26% in Europe Asia Pac – 61 75% in Japan mm Europe – 48 mm USA – 47 mm 10
  • 13. Push Is Evolving To Pull. Providing Consumer Value Is What’s Driving Success. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 14. Entertainment Is What Draws Consumers In. In 2003, the scales tipped as U.S. consumer spending on personal media (i.e., DVDs, CDs, video games, etc.) exceeded U.S. spending on media advertising. Ad Media Personal Media Spend $175.8 Spend Billion $178.4 Billion Copyright ©2005 Fallon Worldwide. All rights reserved. Source: Veronis Suhler Stevenson, Communication Industry Forecast 2003 12
  • 15. Frankly, We’re Thrilled. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 16. BMW Films Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 17. Copyright ©2005 Fallon Worldwide. All rights reserved. 15
  • 18. Buddy Lee Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 19. Copyright ©2005 Fallon Worldwide. All rights reserved. 17
  • 20. Sony Bravia Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 21. Copyright ©2005 Fallon Worldwide. All rights reserved. 19
  • 22. The New Rules Are The Old Rules Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 23. Respect And Reward The Consumer Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 24. Fit Seamlessly. Make The Brand And The Execution Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 25. Agency. Build The Expertise Into The Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 26. Be Brave And Relentless. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 27. Copyright ©2005 Fallon Worldwide. All rights reserved.