The Future of TV Advertising: Keeping it Social

hosted by SMW London

The Design Council

Start: Tuesday, 08 Feb 2011 14:30

End: Tuesday, 08 Feb 2011 16:30

    JWT   Fundamental Amp

  • TV Ad Campaigns - Keeping It Social

    In a challenging environment for the TV ad industry, advertising revenues are being eroded by channel fragmentation, time-shifting devices like Sky+ and Virgin TiVo and the many other forms of screen-based entertainment that vie for viewers' attention. These very platforms offer a new world of interactivity, audience engagement and behavioural data, but we've been here before. Anyone remember interactive TV first time around? Is Social TV a reality?

    This session brings together leading thinkers in the field to discuss the opportunities and challenges of TV in a world where social media is embedded into the daily lives of the majority of the audience. How can brand advertisers and their agencies put the social into TV to maximise impact

    Does Social TV offers the promise for advertisers to combine the quality content and wide reach of broadcast TV, with the engagement factor of social media? What are some of the opportunities that Social TV will bring to the table? What can we learn from the latest innovative campaigns to apply to this new space? What can features like checkin, TV apps, twitter streams do to extend the reach and ROI? Can the targeting of Internet advertising be brought to the TV?

    Our panel of experts will navigate you through the possibilities in this space.

    Please note, this event:

    • will be filmed.
    • is free to attend, but please register as entrance is on a guestlist basis.


    2.30pm - 3.00pm: Tea & Coffee
    3.00pm: Start
    4.30pm: Finish


    Ben Hopkins, Creative Technologist at JWT

    Ben’s path to advertising is absurd as many. Starting his career as a stage technician and set restorer for the Birmingham Royal Ballet he embarked on a film degree leading to work on feature films, TV drama’s, music promos and many commercials. Ben joined JWT in late 2004 as a creative researcher specializing in film and music. Over the last 3 years he has followed his inner geek transitioning into the role of Creative Technologist in JWT’s Experience Department. The role examines emerging trends in technology and social media and applies them to cultural adoption to create meaningful and relevant consumer experiences. Recently Ben has worked on social media campaigns for clients such as Tourism Ireland and Sunsilk.

    Karla Geci, Strategic Partner Development, Facebook
    Karla works with broadcasters, media companies and content owners who want to leverage the Facebook Platform to build social applications and experiences on their owned web properties and Facebook Pages.

    Vincent Létang, Senior Analyst, Head of Advertising, Screen Digest

    Vincent Létang, 40, is a senior analyst and head of advertising research with Screen Digest. Vincent has been a leading advertising expert for ten years. He is a regular voice at international events, bringing an informed and insightful mind to strategic advertising questions.

    As head of the advertising practice, Vincent launched Advertising Intelligence in January 2009. Advertising Intelligence is a new Screen Digest online service focusing on television advertising and digital advertising market trends, globally. Vincent and his team of three are monitoring and forecasting advertising sales, assessing the impact of economic, technological, regulatory and media consumption changes on advertising revenues across all media. The data pfocuses in particular on the quarterly erformance of key television broadcasters as well as forecasting emerging digital advertising formats: mobile advertising, online video, digital out-of-home, in-game advertising. After little more than a year of existence 15 major clients have already subscribed to Advertising Intelligence including Discovery Networks, Orange France Telecom, Deutsche Telekom, Walt Disney, NBC Universal, Merrill Lynch Bank of America, TF1, Astra etc.

    In 2010, Vincent and Screen Digest have been chosen by the Interactive Advertising Bureau (IAB Europe) to become their research partner for the completion of the Adex report on online advertising trends across Europe.

    In 2006, Vincent also managed the Screen Digest study leading to the report published by the European Commission: 'Interactive content and convergence: Implications for the Information Society'. Before joining Screen Digest in 2005, Vincent has been head of the Media practice in BIPE consulting in Paris for six years. He was in charge of the Ad Barometer an annual international survey of advertising trends, commissioned by Lagardere, the leading magazine publisher. In his career Vincent has acted as consultant to a number of high profile clients including the European Commission, Sony, France Telecom, Lagardere, National Center for Cinema (CNC), Globecast, Microsoft, Ofcom.

    Since joining Screen Digest, Vincent has been invited to speak in more than 15 international conferences including Siemens Media Industry SummIT 2010, Future TV Advertising Forum 2009, IBC 2009, SNPTV Université 2008-2009, IAB Interact 2009, Westminster Media Forum 2009. He is regularly quoted in the financial and specialized media (Financial Times, New Media Age, Guardian, Variety, L'Express, Reuters, CNBC, Bloomberg TV, Channel 4, etc.).


    Chair: Michael Nutley, Editor-in-Chief of New Media Age

    Michael Nutley has been a business journalist for 25 years, covering a number of areas including software, telecommunications, construction and leisure. He took over as editor of New Media Age in July 2000, and was promoted to editor-in-chief in 2007. As editor-in-chief he maintains a strategic overview of the entire new media sector, from both a client and a service provider perspective. He’s also particularly interested in online advertising, the convergence of TV and the internet, and the transformative effect of interactive media on organisations.

    About Fundamental Amp

    Fundamental Amp is a specialist Social Media and Online PR agency creating award-winning campaigns using bespoke development and strategic solutions. If it's fundamental to you, it's fundamental to us.

    We are proud to say that we are at the very forefront of Social Media strategy working with clients in the world of TV, music, events, the arts and charities. Never shying away from innovation, we have on-going and highly targeted collaborative partnerships with Miso, Foursquare, Facebook, You Tube, Spotify and major online press and portals. Current long-term campaigns and clients include BskyB, AETNUK, HISTORY™, Bio™ and Crime & Investigation Network™.

    We may be the new kid on the block but our campaigns continue to yield industry awards with an average client ROI of 5:1.

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