Future Of Advertising And Impact Of Technology

Consumer Insights with Ayesha Saeed

ms.ayeshasaeed@gmail.com
Future of advertising

www.asaeed.wordpress.com


Sir Martin Sorrell's (CEO WPP) advice - “Our
strategy is summed up in one sentence: new
markets, new media, and consumer insight"

ms.ayeshasaeed@gmail.com details about Sorrell’s interview www.asaeed.wordpress.com


ms.ayeshasaeed@gmail.com www.asaeed.wordpress.com

New Markets

• Brazil

• Russia

• India

• China



Brazil Population

Total 198 M
Population
Urban 80%
Population
Internet 67 M
Users New Media
Mobile 133.2 M
Users opportunity



Russia Population

Total 140 M
Population
Urban 73%
Population
Internet 45 M
Users New Media
Mobile 196.6 M
Users opportunity


Indian Population

Urban 250 M
Population
Literate 205 M
Population
English 77 M
Literate
PC Literate 85 M

Claimed 57M
Internet
Users New Media
Active 42 Mn
Internet opportunity
Users
Mobile 346 M
Users


• In FY-08 Indian Ad-Market stood at

• US $ 5.1 million
• Growth rate 100%
• Online Ad Spend 3% of total media

• Rural India accounts for more than 75%
of population while in advertising it
stands 7%
• This chunk will attract more
advertisers in future in India as well



China Population

Total 1,338 M
Population
Urban 607 M
Population
Internet 360 M
Users New Media
Mobile 540 M
Users opportunity


New Media in China is Censored through Great Firewall of China -
Resulting into 74% of Chinese who don’t trust over the reliability of online content (source:
PEW internet)

JingJing & Chacha : are
the cartoon mascots of
the Internet Surveillance
Division of the Public
Security Bureau in
Shenzhen, China.
Debuting on January 22,
2006, they are used to,
amongst other things,
inform Chinese Internet
users what is and is not
legal to consult or write
on the Chinese Internet.



2007 Per Capita Ad Spend

2007 online Ad spend as % of total


In Summary

• Even in new markets, new media will be explored.

• New markets comprise of the untapped segments of the old
markets
– Rural Market in India
– Above 60 audience in China



• 100 million songs now get
downloaded from iTunes

• Skype is responsible for more
than seven percent of the
world’s long distance minutes

• Half of American teens have
created content for the Net,
from text to pictures, music
and clips



There are right now an estimated 625 million active

internet users, 1 in 13 of all humans and 1 in 3 of all
internet users. And another 4 billion
Source: Universal Mc Can Wave 4 (March 2009)

users are ready to join internet through mobile phones (UN report)



Explaining the implication of New Media on
ADVERTISING



Source: Urban Lifestyle Report - New Media (Jan 09)



Consumer Insight?


Why?

To Understand
the changing
consumer


Why Consumer Insight?

To Create RELEVANCE


•P r o d u c t d e v e l o p m e n t
RELEVANCE •P r i c i n g

Marketing •P l a c e m e n t
•P r o m o t i o n
• Product improvement



Expert Opinion

I contacted experts in the field of advertising and following
are their opinions


“Technology

is forcing the advertising industry to
search for new ways of doing business. It is forcing
agencies to change their model - both in terms of
remuneration and in terms of process. Technology
has enabled a new breed of virtual agencies that are
perhaps better in class than traditional agencies.
However, the challenge lies in front of clients too.
Clients need to make that leap of faith and seek out
agencies that are embracing technology and the
new world model of the "New Agency." Clients will
eventually take the risk as well. Ones that do it now
will learn faster as the consumers are now leading
the way that brands need to communicate. Wake up Karim Rammal: is an expert in the field
everyone! Or, the consumer will wake you up... of communications with decades of
rudely!” experience. He headed WPP operations
in Pakistan, worked as a Senior
Consultant in JWT NYC, has launched
advertising agency in Afghanistan and
is currently heading Unicorn
Consulting Inc in NYC


“Technology will allow us to measure
successful tactics in real time. This will
allow advertisers to fine tune their
campaigns until they are satisfied with

the results.

Our industry of advertising will be more
like science and less art. However, art
will always be part of it and the
intuition from seasoned professionals
will always be an important asset.

In 5-10 years communication will be
very specialized to social groups. In 10-
20 years communication will be
personalized. After that communication Ivan Raszl: . Founder and Editor of Ads of
will not only be personalized to the the World, Editor of Brands of the World
individual but even to their actual and creativebits.
emotional, financial state, stress level
and other aspects that change in time.” Worked at GE, Coca-Cola, McCann, JWT
and several startups. Established my own
agency few years ago. Now I work as a
social media and communication
consultant


“As marketers grapple on how to take advantage of
new media and create a sustainable

communications platform, our industry is set to
grow at an unprecedented rate.

In Asia the older marketers have retire or move on
because they cannot catch up with new media, the
younger generation who actually dig this medium
are lapping it up and participating with brands -
provided brand owners are prepared to have a 2-
way communication with their customers and
accept both positive and negative comments.
Martin Ross: Country Manager
Eyeblaster (SEA) Singapore.
With social media, marketers now have an amazing
platform to get opinions and listen to chatter Martin enjoys years of
without commissioning a focus group or survey. The experience in the
advertising medium of print TV & radio has had very communication industry in Asian
little innovation in the last 50 years. The digital market
medium will transform every 12 months - I think
that's what marketers are worried about!”



In Summary, Future of advertising will….


New age advertising will be exactly like old-age advertising it will
always be about


Optimum use of There will be only 3 categories of touch points



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www.asaeed.wordpress.com


Future Of Advertising And Impact Of Technology

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