Bob Liodice, ANA Chief, is busy addressing the crowd.
In his speech, he outlines 2 critical directives in the new playbook underpinning a new marketing landscape:
1) The consumer is in control
2) Marketers will be held accountable for everthing they do
He stressed that CEO's and CFO's are making the connection between terrific marketing and increasing revenues/profits/shareholder value
Liodice sees 6 distinct platforms that are the foundation for consistent, top notch marketing performance:
1) Continuous product innovation or reinvention
2) Product and service quality
3) Offering flexible and fair value
4) Marketing cost efficiency and streamlined marketing processes
5) Measurement and metrics
6) Consumer connections
Marketing is becoming "by invitation only," he stated. He also cites Pepsi One's bold announcement. Amex and BMW were also mentioned.
"What gives with TV?"
1) Increasing use of TiVo
2) Higher CPM's for cable/syndication --> increases exceeding inflation rumors continue
3) Network integration fees --> big networks continue to rile marketers with legacy systems
4) Clutter
5) Measurement and accountability --> with all the technology available, we are still not using affordable rating systems; highest on list is accurate data for TV commercial performance
Liodice cites foot dragging from network business in terms of acknowledgement of problems/challenges at hand. That said, he is optimistic for a number of reasons:
1) Convergence of high-def TV and digital power of the Web
2) Convergence opportunity will be channeled through one of the most important future tools for marketers - the set top box (virtual in-home computer)
3) TV advertising inventory will continue to expand with proliferation of channels and programming --> selective use of programming by marketers will moderate CPM's
4) TV sponsorship will continue to unfold with new ways for consumers to give permission to advertisers (VOD, branded content)
5) Quality of programming will continue to improve
6) Technology will enable more consumer targeting e.g. companies like Visible World
Liodice concludes with a piece of commentary on the principle of "commercial free speech" i.e. govt...p*** off. Examples: restriction of EDS; food and prescription/drug advertising being regulated
jJ
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