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Mummy and Daddy,what did you do in the Truth War?Patrick BarwiseLondon Business School
Customer-focused organisation
Marketing budget
Advertising
Drivers of short and long-term performance
$$$
$$$
Overall customer experience
ST Performance
Brand equity LT Performance
Customer-focused organisation
Marketing budget
Advertising
Truth and ‘post-truth’
• What’s the role of digital media and advertising in creating ‘post-truth’?
• What can you do about it?
Social media
It was supposed to bring people together, remember?
Policy analysis in 140 characters…at 4am
The pressure on professional journalism
“The internet heralds a golden age for newspapers”George Gilder, 1990
53% of digital advertising
19% of total (display and classified) advertising
‘Citizen journalism’ Fake news and trolls
More PRs than professional journalistsSource: PR Census 2016 (PRCA/PRWeek/YouGov)
83,000
64,000
Programmatic value chain
Source: WFA/ISBA
How the money may be split between the various stakeholders, in typical programmatic ‘stack’
Client100%
AOR5%
ATD15%
DSP10%
Value adds25%
Exchange5%
Publisher40%
Subtract ad fraud (4-30%)
Source: WFA/ISBA
Client100%
AOR5%
ATD15%
DSP10%
Value adds25%
Exchange5%
Publisher40%
How the money may be split between the various stakeholders, in typical programmatic ‘stack’
28%
84%
80%
65%
59%
56%
53%
79%
71%
52%
55%
43%
44%
2010
Retail/shopping
Telecoms/mobile
Media
Energy
Advertising
Banking
| 2015
Trust in different industries
Source: ISBA
Does digital encourage short-termism?
IPA research: 2007 - 2017• IPA Databank: data on
over 1,000 campaigns• Over 700 brands in 83
categories• Relates campaign
strategies to hard business results
• Q: how is the digital revolution changing the rules of effectiveness?
Time
Sal
es u
plift
ove
r bas
e
Source: Binet & Field 2013
Two ways marketing can work
Sales activationShort term sales uplifts
Brand buildingLong term sales growth
Short term effects dominate ~6 months
What can you do about it?
Marc PritchardP&G
The digital media environmentReputation risk and effectiveness
Newsworks research
Synergy between media
Reach Diminishing returns Complementarity
Tech convergence
≠Behavioural convergence
Push back against short-termism• Don’t let the numbers drive you down the short-termist hole• Avoid activities that destroy long-term value
(wrap-arounds? most native?)
Your creative challengeWhat’s right for society + what’s right for the client
Your clients
Society
#likeagirl
Brands – and agencies – with a purpose
Paul Polman
Mummy and Daddy,what did you do in the Truth War?Patrick BarwiseLondon Business School