The Future of Advertising isn't Advertising
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Transcript of The Future of Advertising isn't Advertising
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is the traditional model dead?
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“an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards.Peter Merholz, Adaptive Path
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making useful stuff
selling stuff
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“Ideas that do”Stop communicating products & start making communication productsGareth Kay, Goodby Silverstein & Partners
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why?
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mass media model
client big fat media channelAd creative Media buyer
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client Agencymedia buyer
channel
Digital media buyer
channel
Agency
channel
channel
channelchannel
channel
Digital agencyAgency
channel
channel
channel
channel
channelchannel
channel
fragmented media model
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earned media model
client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media buyer
Agency
Agency
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client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media buyer
Agency
Agency
networked media model
Agency
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er....yes
is the traditional advertising model dead?
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the distintermediation of media buyers
...and a new advertising model that isn’t advertising
...and media owners
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“the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.”Juliet Warkentin, WGSN
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visitorscountries
av. time on sitepress coverage reach
paid media budgetincrease in trenchcoat sales
333,001915.5 mins£6.8m£085%
in 3 months
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richsocialtransactionalusefuldirectmeasurable (launch and learn)
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mass media interruptiveone-directionalmediatedtried formatsbased on faith
old model
networked mediaearned (useful) participatorydirectnew formatsmeasurable
new model
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great big cultural shift
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“advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.”.Peter Merholz, Adaptive Path
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unknown problem fast, agileuser-focusedmulti-disciplinary
new culture
known problemslow, linearsales-focusedcomms solution
old culture
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Experience Design will become the master discipline for businesses that want to be good at selling stuff.Russell Davies, Head of Planning, Ogilvy
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mas
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most ad agencies
smart ad agencies
agencies that don’t call themselves ad agencies