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The advertising industry is facing a digital reality today where its operational model is being challenged. In order to survive in this new “ocean” our profession has to adapt but not necessarily to change. We have to learn how to swim effectively by rediscovering our key competencies and adding some new capabilities. Most importantly though we have to keep our heads above the water and continue to create ideas that turn “what if” into “what is”.
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Swimming Lessons for Account Guys
LOWE
Display Ads
Social Media
Viral Marketing
S.E.O
Mobile Advertising
LOWE
The Nature of Waves
LOWE
Source: Gartner Hype Cycle
Technology Trigger
Peak of inflated Expectations
Disillusionment
Slope of Enlightenment
Plateau of Productivity
Look
Dive
Emerge
Swim Fast
LOWE
WEB 2.0 WAVESThe hype of innovation
HILL OF HAPPY CLIENTSThe Diffusion of innovation
CHASM
Early Adopters
13.5%
Early Majority
34%
Late Majority
34%
Laggards16%Innovators
2.5%} LEVEL OF EFFECTIVENESS
The Power of Waves
LOWE
The effectiveness level of a Digital innovation equals the steepness of the “enlightenment slope”.
Drag Thrust
Buoyancy
Weight
LOWE
The forces exercised at a swimmer.
Cost to Spending Ratio
Share of the Future
Digital Penetration
Lack of Knowledge
LOWE
The forces exercised at a Traditional Ad guy when he swims into the Digital Ocean.
Buoyancy / Digital Penetration
Online penetration in Greece: 56.91 %. Number of users on Facebook in Greece: 2.807.240. Facebook Penetration in Greece: 26.,14 %
LOWE
Weight / Lack of Knowledge Ad agencies are time starved, money starved, collaboration-poor and competition-intense.We are experience-led industry in an innovation driven market, sometimes indulgent and narcissistic.
LOWE
Drag / Cost to Spending Ratio The cost of providing basic Digital services is directionally double that of traditional “full service” agency fees, when expressed per dollar of media spend. This results in an increase in the so-called agency effective commission rate.
“57,8 million Digital spend vs. 512,41 million TV spend”in Greece for 2009.
Source: AAAA, IAB, in.gr LOWE
Thrust / Share of the Future
The future is now but it is not evenly distributed yet. Only few in our industry understand that the best way to predict the future is to invent it.
LOWE
CONCEPT
DESIRABLE
INSIGHT BIG IDEA
USEABLESOCIABLE
LOWE
Digital Agencies poses the in-water part, Traditional Agencies poses the out-water part. Effective swimming needs mastery of both parts.
UNBELIEVER
SEEKER
SKEPTIC
ZEALOT
BIG FISH
Beware of the Fish...
LOWEThe types of clients you are going to meet in the Digital Ocean.
Accounts Swim
LOWE
Creatives Surf
Big Ide
a
LOWE
free swimming lessons
LOWE
email: [email protected]: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844
Antonis KocheilasManaging Partner LOWE Athens
THANK YOU
LOWE
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