media, marketing & disruption
On October 24, thinktv hosted Media, Marketing & Disruption, an event featuring an impressive collection of industry experts, covering topics from the rapidly evolving advertising industry to the effectiveness of media in a multi-platform world.
FRENEMIES: Winners and Losers in the Advertising Wars
Our keynote speaker was New York Times bestselling author Ken Auletta, who shared insights from his latest book Frenemies: The Epic Disruption of the Ad Business (and everything else). In researching this book Auletta found that, despite all the disruption in the ad industry, (which he outlines in detail in the book), moving forward “we’ll all need advertising.” He also talked at length about data, privacy, and the fine line in the world of targeting between being a “service” and being “creepy’, adding “the Math Men don’t think enough about this.”
Advertising Effectiveness in Context
Peter Field, marketing consultant and effectiveness expert, came back to the thinktv stage to share the results of his new research Effectiveness in Context, co-authored with Les Binet. This new report focuses on three main areas: (1) the damage being done as companies increasingly cut long-term brand investment in favour of short-term sales activation; (2) the importance of brand building for long term growth, and (3) how the “60/40 rule” changes depending on the product and context.
Not all media exposures are created equal, and some are definitely worth paying more for. Ipsos’ Ross Hugessen shared the results of a brand new research study that quantifies the value that different media deliver on key brand objectives – results that should encourage agencies and clients to change the conversation they are having, from lowest cost, to best value.
In this talk, Dan Iwasa-Madge from Brainsights focused on the interplay of culture and storytelling: How do subtle factors like our values, differing media environments and cultural foundations influence how we watch content? What makes for powerful storytelling in the USA vs Canada? Based on extensive neuroscience research, Dan showcased a number of ads that performed well in their intended markets, but would fall apart when exported elsewhere – and why.