Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany

1
Advertising Concepts in the Context of Digital
Media Cultures in the USA and Germany

• 6. Transatlantic Dialogue,
• Düsseldorf

2
Global Advertising Market Key Components

• Changing Global Advertising Industries
• Globalization of Campaigns
• New Approaches

3
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

4
Globalization of Campaigns

• Formerly Overcompensation of cultural
  differences and national markets
• TodayWorldwide standardized Marketing Mix
• Future more globally sophisticated Ad Strategies

5
New Individualized Approaches
Global /Local
Transnational Fragmentation
6
New Individualized Approaches
Contact Tool
Communication Tool
7
Global Predictions Recovery and Growth

• Growth of worldwide advertising markets from 3.4
  to 5, USA, Europe, Asia (Aegis, UK)

• Online Ad Markets Growth Factors on Key Markets

8
Digital Culture U.S. Framework

• Pluralism / Commercial
• De- and -unregulated
• Convergence of technologies and content
• Multi-Channel Environment

9
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

10
Individualization in Micromarkets

• Microfragmentation of (Cable) Television
  Lifestyle, Sport, Gender, Genre, ethnic
  on local levels
• Nationwide Micro-Competition
• Sophisticated Micro-Campaigns
• Micro-Formats

11
Digital Culture GermanyFramework

• Public Service Model/ Media as Cultural
  Entity
• Regulated (decentralized)
• Segmented convergence
• Limited Channel Capacity
• DVB-T