The Future of Advertising: Death of Advertising

The Future of Advertising:The Death of Advertising

Thursday, February 21, 2013

T O D AY

awareness

interest

desire

action

awareness

interest

desire

action


T O D AY

0%

12.5%

25%

37.5%

50%

Online TV Mobile Print

25%

1%

42%

22%

Media Spending


T O D AY

0%

12.5%

25%

37.5%

50%

Online TV Mobile Print

25%

1%

42%

22%

7%10%

43%

26%

Media Time Media Spending


S U C C E S S ?

“In most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

Less than 1 in 10 ads seen as different

4% response rate successful in DM

0.05% average click through rate for banners

Sources: Ehrenberg Bass Institute, Google


Why?


old assumptions

old models of communication

old behavior

misplaced action


C Y N I C I S M


T H E S E A R C H F O R A U T H E N T I C I T Y


B O R E D O M


The fact is, if you have to advertise, you have already lost


B O R E D O M

T h e r e i s n o n e w n e w s


B O R E D O M

S i t u a t i o n : O v e r s u p p l y


A N D Y E T . . . .

W e ’ r e s t i l l t o f o c u s e d o n o u r c a t e g o r i e s


U P P E R L E F T C O R N E R T I T L E

“people look at what interests them and sometimes it’s your ad.”


A D V E R T I S I N G I S N O T E V E R Y T H I N G


W E ’ R E U S I N G T H E W R O N G S Y S T E M

W e ’ r e t h i n k i n g l i n e a r l y

Strategy Campaign Result

AttributesRational Benefit

EmotionalBenefit


E N T R O P Y

R e a l i t y i s r a n d o m

low entropy high entropy


C O M P L E X I T Y E X P L A I N S M O R E


T E C H N O L O G Y H A S A C C E L E R AT E D T H I S

M o r e p a r t i c i p a t i o n

M o r e s o c i a l a n d c o m m u n a l

M o r e f r a g m e n t e d

M o r e t r a n s p a r e n t

A l w a y s o n


C U LT U R E I S C O M P L E X

“it takes a thousand voices to tell a single story”

Native American Saying


C U LT U R E I S C O M P L E X


T H E C O O L I D G E E F F E C T


R E S U LT : W E ’ R E M E A S U R I N G T H E W R O N G T H I N G S

awareness… …when meaning and familiarity matter more in our world of overchoice

attitude… ...attitude and attributes, adjusted for size, don’t change

image …image doesn’t shift until after behavior


I T ’ S A L L A B O U T T H E E N E R G Y

Y & R ’ s B A V f o u n d t h a t b r a n d e n e r g y c h a n g e s t h e d y n a m i c s o f d i f f e r e n t i a t i o n a n d r e l e v a n c e


R E S U LT : W E C R A V E C O N S I S T E N C Y

“consistency is the last refuge of the unimaginative”


R E S U LT : W E C R A V E C O N S I S T E N C Y

B u t r i g i d c o n s i s t e n c y i s n o t n e c e s s a r y

0%

25%

50%

75%

100%

No Integration Advertising Led

72%74%

Effectiveness Success rate of each Integration Model


O U R B R A I N S A R E T R A I N E D T O L O O K F O R PAT T E R N S


B U T I T TA K E S R A N D O M N E S S T O S TA N D O U T

“the more random the source of information, the higher it’s

entropy and the more information it has “


How do we get better?


D O N ’ T B E L I N E A R

B e i n t e r t w i n g l e d



D e s i g n f o r g a p s



B r a n d s a s c h o r d s o r m o l e c u l e s , n o t o n i o n s

better coffee mission

language, eg ‘skinny’

specials eg frappucino

habits formation

range and options

ordering system

starbucks company

barista culture

‘my sister’ book

africa 05

social responsibility

used grounds for gardeners

fair trade coffee

cause publicity in store

sofas and ambience

hearmusic Xm

burn your own cd

music cd

in store performance

and art

book reading

starbucks salon

akelah and the bee

Source: John Grant, Brand Innovation Manifesto


C R E AT E C U LT U R E

D o n ’ t i n t r u d e o n i t



H a v e a b e l i e f



D o , D o n ’ t S a y


B E U S E F U L

Source: The Future of Advertising, Mark Earls and John Wilshire


B E U S E F U L

G i v e g i f t s


A C T S M A L L


T H I N K S M A L L


A LW AY S B E L E A R N I N G


M E A S U R E C O R R E C T LY

F o c u s o n b e h a v i o r n o t a t t i t u d e s


T H I N K I N S I D E T H E B O X


I N S U M M A R Y

M o d e r n c o m m u n i c a t i o n i d e a s n e e d t o b e . . .

. . . m o r e a b o u t d o i n g t h a n s a y i n g

. . . c o m e f r o m c u l t u r e n o t c o m m e r c e

. . . b e p a r t i c i p a t o r y a n d d e s i g n e d f o r g a p s

. . . b e a l w a y s o n

. . . c r e a t e , d o n ’ t f i l l m e d i a s p a c e

Source: Gareth Kay


Thank you

@marklewis_sf


The Future of Advertising: Death of Advertising

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