Transcript Advertising Concepts in the Context of Digital Media

Advertising Concepts in the Context of
Digital Media Cultures in the USA and
Germany
6. Transatlantic Dialogue,
Düsseldorf
March 15, 2004
6. Transatlantic Dialogue
Global Advertising Market: Key
Components
• Changing Global Advertising Industries
• Globalization of Campaigns
• New Approaches
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6. Transatlantic Dialogue
Changing Global Industries
• Increase of Worldwide Operating Agencies
• Intense Competition for World Markets and
Sophistication of Consumers
• Diversification of Product Lines by Major
Advertisers: Vertical and Horizontal
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6. Transatlantic Dialogue
Globalization of Campaigns
• Formerly: Overcompensation of cultural
differences and national markets
• Today:Worldwide standardized Marketing
Mix
• Future: more globally sophisticated Ad
Strategies
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6. Transatlantic Dialogue
New ‚Individualized‘ Approaches
Global /Local
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Transnational
Fragmentation
6. Transatlantic Dialogue
New ‚Individualized‘ Approaches
‚Contact‘
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Tool
Communication
Tool
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Global Predictions: Recovery and
Growth
• Growth of
worldwide
• Online Ad Markets:
advertising markets
Growth Factors on
from 3.4 % to 5%,
Key Markets
USA, Europe, Asia
(Aegis, UK)
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6. Transatlantic Dialogue
Digital Culture U.S.: Framework
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Pluralism / Commercial
De- and -unregulated
Convergence of technologies and content
Multi-Channel Environment
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6. Transatlantic Dialogue
Ad Market Coordinates: U.S.
• Growth of Overall Ad Market (Ad Sales) to $ 128
Billion
• Decrease Ad Sales of Network Television (Growth by
around 1% (20 Billion.)
• Increase of Internet by 15 % ($ 6 Billion)
• Increase of Advertising in Cable Channels
• Increase Regional Print Media, Decrease National Print
Media
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6. Transatlantic Dialogue
‚Individualization‘ in Micromarkets
• Microfragmentation of (Cable) Television: ‚Lifestyle,‘
‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels
• Nationwide Micro-Competition
• Sophisticated Micro-Campaigns
• Micro-Formats
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6. Transatlantic Dialogue
Digital Culture Germany:Framework
• ‚Public‘ Service Model/ Media as ‚Cultural
Entity‘
• Regulated (decentralized)
• Segmented convergence
• Limited Channel Capacity
• DVB-T
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6. Transatlantic Dialogue