Lessons from a modern day ad man

@ChrisRawlinson
Topics

Some general digital world info.
Some rules of advertising.
Some trends.

@ChrisRawlinson
THE INTERNET
Some general digital world info
The context of marketing has
changed dramatically.
The next few pages show wh...
This is the rise of the attention economy

@ChrisRawlinson
Where we get our information from has flourished

@ChrisRawlinson

Source: http://www.baekdal.com/analysis/market-of-infor...
Information sources over time (linear)

@ChrisRawlinson

Source: http://www.baekdal.com/analysis/market-of-information
Life & learning in the year 2000 as imagined in 1910

The Year 2000 as imagined in 1910 by French postcard artist Villemar...
Life & learning in real life 2013

@ChrisRawlinson
Dance
Have fun
Live the experience
@ChrisRawlinson

Check in
Tweet
Share
Capture the experience
Internet growth in Africa

Undersea cable capacity to SA

End 2011: 2,69Tbps.
End 2012: 11,9Tbps.
End 2013: 24,6Tbps.

@Ch...
Opportunity

@ChrisRawlinson
SA Browser habits (The mobile first Continent)

100
80

60
Desktop

40

Mobile

20
0
2000 2002 2004 2006 2008 2010 2012 20...
Some South African Social Stats
Facebook 9.4m (87%mobile)

Mxit 7.4-m users

LinkedIn 2.7m

Instagram 680,000

Twitter 5.5...
Advertising / Product Development – Industrial Economy

@ChrisRawlinson
Advertising / Product Development – Attention Economy

@ChrisRawlinson
A new way of thinking about advertising

OLD

NEW

Advertise to many

Positioning

Take a position

Brands have structure
...
Some Rules

@ChrisRawlinson
Rule 1

@ChrisRawlinson
Nobody cares about advertising

@ChrisRawlinson
Rule 2

@ChrisRawlinson
In order to be successful,
you need to get noticed.

@ChrisRawlinson
Rule 3

@ChrisRawlinson
Add value

@ChrisRawlinson
Some trends / guidelines for
advertising in the digital age

@ChrisRawlinson

jacohaasbroek.com
Surprise me, entertain me

@ChrisRawlinson
It might not be an ad.
Branded content
Apps
Acts / Attitude
Product Development

@ChrisRawlinson
“CREATIVE STORYTELLING & TECHNOLOGICAL INNOVATION
ARE INCREASINGLY INTERWOVEN.”
JIMMY WALES - WIKIPEDIA

@ChrisRawlinson
“Here’s the formula if you want to build a billion-dollar
internet company, take a human desire and use modern
technology ...
UBER – 1 click to get you from A to B
@ChrisRawlinson

(Use UBER sign up code “UberSA” for a discount)
Goodvertising is
here to stay.

@ChrisRawlinson
Brands will have to stand for something.

@ChrisRawlinson
A nice way to test your idea.

“Write the press release not the ad.”
Crispin Porter & Bogusky

@ChrisRawlinson
Without Tension No One Pays
Attention

@ChrisRawlinson
The little things might turn out to be the big things.

“Make the ordinary, extraordinary. Find the hidden value.
Our job ...
“WOW people and make it credible.”
Geoffrey Hantson

@ChrisRawlinson
Create ecosystems, not campaigns.

@ChrisRawlinson
@ChrisRawlinson
@ChrisRawlinson
“The illiterates of the 21st century
will not be those who cannot read
and write, but those who cannot
learn, unlearn, and...
Thanks
@ChrisRawlinson / @OgilvyCT

@ChrisRawlinson
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Lessons from a modern ad man

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Chris Rawlinson, shares advice for making great advertising in a rapidly changing digital world.
The presentation frames the communications landscape shift globally and in South Africa, then also shares the 3 rules of advertising, and some trends for great work.

Published in: Marketing, Technology, Business
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  • What it’s like today
  • 1 zetabyte is equivalent to 2 billion years worth of music.Its all a bit too much (think of all the more reasons to procrastinate )Information used to be a commodity, now attention isIn the past year internet users in Africa have grown 2527.4% to now over 600 million user
  • If you look at the different mediums and their popularity over time you will see we are in an ever more complex spaceThe timeline on this graph is not linear though
  • If you look at these sources of info over time though you see a very interesting story, we are going though a media revolution, I think large companies have 2 year from now to get it right or become irrelevant
  • What it’s like today
  • What it’s like today
  • People used to just dance and live the experience, now we try and capture and share the experience and later re-live itGive people your full attention - tech brings us closer, but also farther apart.
  • Remember everything is going to be ok,
  • In SA the internet spend is about 3%! There is a huge opportunity here – cheap media – massive reach – seen as industry leaders (if fnb can do it with banks why cant multichoice do it with TV)
  • In SA we have been mobile for a long time (most others only last 1or2 years)Internet users now just over 12 million (24%)42 million mobile users in SA – There are 68m active sim cards. Over 2 million Tablets
  • 42 millionmobile users in SA – There are 68m active sim cards though Approx12 millionsmartphones in SA now - (5m blackberry, 2m Android, .6m iphones) – 4.2mill symbian, .2winphone)49mcellphones in Africa on 2002500m cell phones in 20111 in 5 SA’s are on FBPC shipments down 14% this year so far
  • Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
  • Because things have changed – brands / agencies behave differently because people behave differently
  • Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
  • Leave out the jargon, who talk about tissue session, LSM’s, negative space, type, Essentially most of the time you the equivalent of the wait 5 seconds before you can skip this adIf only they had used din light this ad would have really talked to me and my identity.Remember when you put your video online, you compete with billions of content that's not advertising. Be brave
  • This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
  • This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
  • Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
  • From funny ha ha to funny peculiar - Worlds population is 7 billion, this video is fast approaching 2billion views..it was thought out & targeted for an online audience
  • We might need an act or an app or an attitude. Called creative agencies not ad agenciesMarketers need to work higher up the chain.Product development, software development, corporate culture shifts.
  • We used to use technology independently to get messages across, now we use it best when we use it seamlessly to help amplify and create stories about ideas that would not have been possible before
  • preferably one that has been around for a really long time…Identify that desire
  • preferably one that has been around for a really long time…Identify that desire
  • When you interact with people that’s when real magic happens. Do things with and for people Interactivity creates trust and loyalty
  • The good ones already do.Having a higher purpose allows you to access better stories.(Maslow's hierarchy of needs)Tell the truth
  • Make it WOW. An interesting way to test new work - Google don’t make a product unless it looks good as a case study first – Google Glass was made this way
  • Provoke.Its where the magic is, it sets you up for something, chemical reactions kick in and attention will happen.
  • Our job is to make the new familiar and the familiar new (Find intangible value)
  • Key ingredients for modern successful advertising by Geoffrey Hantson
  • The way this works is if creative agencies work closer and higher up the pyramid with brands to create greatness.Be consistent with your story across all mediums,
  • Duval Guillaume Modem
  • Remember everything is going to be ok,
  • Now more than ever its important to adapt and keep up with the changes – particularity if your in tv/media/advertising
  • Lessons from a modern ad man

    1. 1. Lessons from a modern day ad man @ChrisRawlinson
    2. 2. Topics Some general digital world info. Some rules of advertising. Some trends. @ChrisRawlinson
    3. 3. THE INTERNET Some general digital world info The context of marketing has changed dramatically. The next few pages show why. @ChrisRawlinson
    4. 4. This is the rise of the attention economy @ChrisRawlinson
    5. 5. Where we get our information from has flourished @ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information
    6. 6. Information sources over time (linear) @ChrisRawlinson Source: http://www.baekdal.com/analysis/market-of-information
    7. 7. Life & learning in the year 2000 as imagined in 1910 The Year 2000 as imagined in 1910 by French postcard artist Villemard. Image: National Library of France @ChrisRawlinson
    8. 8. Life & learning in real life 2013 @ChrisRawlinson
    9. 9. Dance Have fun Live the experience @ChrisRawlinson Check in Tweet Share Capture the experience
    10. 10. Internet growth in Africa Undersea cable capacity to SA End 2011: 2,69Tbps. End 2012: 11,9Tbps. End 2013: 24,6Tbps. @ChrisRawlinson
    11. 11. Opportunity @ChrisRawlinson
    12. 12. SA Browser habits (The mobile first Continent) 100 80 60 Desktop 40 Mobile 20 0 2000 2002 2004 2006 2008 2010 2012 2014 @ChrisRawlinson
    13. 13. Some South African Social Stats Facebook 9.4m (87%mobile) Mxit 7.4-m users LinkedIn 2.7m Instagram 680,000 Twitter 5.5m YouTube 4.7m @ChrisRawlinson Google+ 466 000 Pinterest 705,000
    14. 14. Advertising / Product Development – Industrial Economy @ChrisRawlinson
    15. 15. Advertising / Product Development – Attention Economy @ChrisRawlinson
    16. 16. A new way of thinking about advertising OLD NEW Advertise to many Positioning Take a position Brands have structure Brands as Cloud Marketers have power Consumers have power Competing with brands @ChrisRawlinson Intervene with a few. Amplify to many. Competing with content
    17. 17. Some Rules @ChrisRawlinson
    18. 18. Rule 1 @ChrisRawlinson
    19. 19. Nobody cares about advertising @ChrisRawlinson
    20. 20. Rule 2 @ChrisRawlinson
    21. 21. In order to be successful, you need to get noticed. @ChrisRawlinson
    22. 22. Rule 3 @ChrisRawlinson
    23. 23. Add value @ChrisRawlinson
    24. 24. Some trends / guidelines for advertising in the digital age @ChrisRawlinson jacohaasbroek.com
    25. 25. Surprise me, entertain me @ChrisRawlinson
    26. 26. It might not be an ad. Branded content Apps Acts / Attitude Product Development @ChrisRawlinson
    27. 27. “CREATIVE STORYTELLING & TECHNOLOGICAL INNOVATION ARE INCREASINGLY INTERWOVEN.” JIMMY WALES - WIKIPEDIA @ChrisRawlinson
    28. 28. “Here’s the formula if you want to build a billion-dollar internet company, take a human desire and use modern technology to take out steps.” @ChrisRawlinson Ev Williams
    29. 29. UBER – 1 click to get you from A to B @ChrisRawlinson (Use UBER sign up code “UberSA” for a discount)
    30. 30. Goodvertising is here to stay. @ChrisRawlinson
    31. 31. Brands will have to stand for something. @ChrisRawlinson
    32. 32. A nice way to test your idea. “Write the press release not the ad.” Crispin Porter & Bogusky @ChrisRawlinson
    33. 33. Without Tension No One Pays Attention @ChrisRawlinson
    34. 34. The little things might turn out to be the big things. “Make the ordinary, extraordinary. Find the hidden value. Our job is to make the new familiar & the familiar new.” Rory Sutherland @ChrisRawlinson
    35. 35. “WOW people and make it credible.” Geoffrey Hantson @ChrisRawlinson
    36. 36. Create ecosystems, not campaigns. @ChrisRawlinson
    37. 37. @ChrisRawlinson
    38. 38. @ChrisRawlinson
    39. 39. “The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn” Alvin Toffler @ChrisRawlinson
    40. 40. Thanks @ChrisRawlinson / @OgilvyCT @ChrisRawlinson
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