Future of Advertising  Spring 2011 • Mondays, 1-6 PM • Room 416            Instructor: Zach Pentel           Class 14: Ide...
TodayIdeas: Today, tomorrow, and indefinitelyBreakGuest Speaker: Tim Brunelle6:00 PM: CATFOA at the Fineline Music Cafe   ...
So...We know everything about today.                           Future of Advertising - April 25
“The quid pro quo between the marketer and theaudience, for several centuries, has been free orsubsidized media in exchang...
“The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing busi...
Data creates value.                 source: Ogilvy’s Jan Leth                                   Future of Advertising - Ap...
Data creates value.Data = Better stories                                         source: Ogilvy’s Jan Leth                ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainment                                      ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performance          ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Mas...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Mas...
So...What can we look forward to in the next year?                                    Future of Advertising - April 25
Future of Advertising - April 25
So...What can we look forward to in the next year?                                    Future of Advertising - April 25
Emerging tech = high school scienceGame mechanics rule the worldPrivacy is mootOk fine, we’ll talk about apps             ...
Physics   Biology                Future of Advertising - April 25
Machines   Living Things                    Future of Advertising - April 25
Machines = Complicated     (predictable)                         Future of Advertising - April 25
Living Things = Complex     (unpredictable)                          Future of Advertising - April 25
In the business world:                         Future of Advertising - April 25
The machine breaks easily - so let’s stop treating people like machines.In fact, let’s take advantage of that complexity w...
In the next year:Less focus on                       More focus on Technology                           Behavior          ...
They want to play games.      All the time.                           Future of Advertising - April 25
=Future of Advertising - April 25
SCVNGR:          =Future of Advertising - April 25
SCVNGR:A mobile game with real-world challenges                                           =Future of Advertising - April 25
SCVNGR:A mobile game with real-world challengesAn entire level of experience based on game mechanics.                     ...
=Future of Advertising - April 25
SCVNGR:          =Future of Advertising - April 25
SCVNGR:A mobile game with real-world challenges                                           =Future of Advertising - April 25
SCVNGR:A mobile game with real-world challenges                                  Game mechanics:                          ...
SCVNGR:A mobile game with real-world challenges                                  Game mechanics:                          ...
SCVNGR:A mobile game with real-world challenges                                  Game mechanics:                          ...
SCVNGR:A mobile game with real-world challenges                                  Game mechanics:                          ...
=Future of Advertising - April 25
EXAMPLE:           =Future of Advertising - April 25
EXAMPLE:Appointment Dynamic                      =Future of Advertising - April 25
EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some act...
EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some act...
=Future of Advertising - April 25
EXAMPLE:           =Future of Advertising - April 25
EXAMPLE:Communial Discovery                      =Future of Advertising - April 25
EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ar...
EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ar...
Why?Because it’s fun, damnit. Simple as that.Fun things aren’t marketing - they’re engineered relevance.                  ...
“The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing busi...
Groupon:Free Lunch +Communal Gameplay +Countdown =$15 Billion Company                      =Future of Advertising - April 25
1: Free Lunch      “What the...”                      =Future of Advertising - April 25
2. Communal GameplaySend it to your friends, oryou won’t be able to get thedeal.                               =Future of ...
3. CountdownBeat the clock: act now, oryou’ll miss out.                              =Future of Advertising - April 25
“Advertising going forward is about turning bigideas into personal experiences that change/reinforce both perceptions and ...
American Express:Influence + Status Dynamic                             =Future of Advertising - April 25
Influence + Status Dynamic                             =Future of Advertising - April 25
Influence + Status Dynamic              Start with a green card.              But if you spend enough...                  ...
Influence + Status Dynamic              Start with a green card.              But if you spend enough...              ...y...
Influence + Status Dynamic              Start with a green card.              But if you spend enough...              ...y...
Influence + Status Dynamic              Start with a green card.              But if you spend enough...              ...y...
The more fun and engaging our adsare, the more people interact withthem.And in the new marketing economyfueled by what the...
Privacy is for boring people.                                =Future of Advertising - April 25
Get ready for Blippy.                        =Future of Advertising - April 25
Think about telephone operators.                                   =Future of Advertising - April 25
Old-minded people never learn.They petitioned to shut downGmail 100 years later.                                 gmail-is-...
What about one hour photo?                             =Future of Advertising - April 25
Vacation timers!                   =Future of Advertising - April 25
Youtube, facebook,twitter, linkedin, flickr,foursquare:all found success inhelping you sharesomething previouslyconsidered...
The privacy debate is dead.                              =Future of Advertising - April 25
The success of a technology will becompletely contingent on its purpose.                                 =Future of Advert...
Situationist encouragesrandom interaction.Alerts members to eachothersproximity and gets them tointeract in compelling way...
Google has built a “route around traffic”feature into Google Maps for mobile,which finds alternate, faster routes.!!The feat...
=Future of Advertising - April 25
LinkedIn sucks, so Hashablemade something better.Meet + exchange contact info bytweet, along with where and howyou met.Mak...
Addieu: similar, but worksacross all platformsConnect with someone on yourchoice of 8 social networks.                    ...
Group messaging is coming.Email, text, voicemail, and sendcontent to pre-determined lists ofpeople.Some sync with twitter,...
WalkIn waits in line for you.Scan a QR code at the restaurant,and reserve a table without talkingto anyone.Wander about wh...
Make things for people and with people.Not at people.                               -Joseph Rueter                        ...
“Domestic Robocop”                     =Future of Advertising - April 25
What are the odds of technology progressing intothat daily ritual?                                           =Future of Ad...
What are the odds of technology progressing intothat daily ritual?Zero. Behavior leads ideas. And ideas lead advertising. ...
Lee Bryant:              =Future of Advertising - April 25
Lee Bryant:“Forget process as often as possible. Don’t be afraid tobe scared shitless.It’s the only way to surprise yourse...
One last thingWhat were your favorite topics in this class?Given the classes you’ve taken prior to Future of Ad, what was ...
Thank You.Email me: z.pentel@martinwilliams.comTweet me: @zackolanternCall me: 612-342-9702Find me: 60 6th Street South (G...
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MCAD - FOA 2011 - Class #14

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Ideas Redux

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  • Physics (machines) are static and stable. They’re really good at some things. When you pull a lever, the same thing happens every single time. \n\nInterchangeable parts, etc. The problem is that you design a machine for an environment that you assume to be static; to be unchanging.\n\nBiology is adaptive and change-oriented. If I walk up to you and stick out my hand, but then I push you, the next time I walk up to you, you will react differently. The lever works different every time.\n
  • Organic systems are different, because they aren’t process oriented. \n\nWe can’t know what boxes are going to connect to which in advance. \n\nBut what we can do is have standard protocols for connection. \n\nWe don’t know what we’re going to do on a website at first. But when we do, we have a protocol. We have HTTP. \n
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  • So why is it weird that we share our credit card purchases?\n
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  • MCAD - FOA 2011 - Class #14

    1. 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach Pentel Class 14: Ideas Redux Future of Advertising - April 25
    2. 2. TodayIdeas: Today, tomorrow, and indefinitelyBreakGuest Speaker: Tim Brunelle6:00 PM: CATFOA at the Fineline Music Cafe Future of Advertising - April 25
    3. 3. So...We know everything about today. Future of Advertising - April 25
    4. 4. “The quid pro quo between the marketer and theaudience, for several centuries, has been free orsubsidized media in exchange for inundation with admessages. In the Brave New World, the valueproposition will be similar but the barter itemsvery different. A marketer needn’t pay for episodesof ‘24’; it need only provide value—whether inentertainment, information, discount or utility.” —Bob Garfield, AdAge Future of Advertising - April 25
    5. 5. “The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky Future of Advertising - April 25
    6. 6. Data creates value. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    7. 7. Data creates value.Data = Better stories source: Ogilvy’s Jan Leth Future of Advertising - April 25
    8. 8. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainment source: Ogilvy’s Jan Leth Future of Advertising - April 25
    9. 9. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performance source: Ogilvy’s Jan Leth Future of Advertising - April 25
    10. 10. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    11. 11. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    12. 12. So...What can we look forward to in the next year? Future of Advertising - April 25
    13. 13. Future of Advertising - April 25
    14. 14. So...What can we look forward to in the next year? Future of Advertising - April 25
    15. 15. Emerging tech = high school scienceGame mechanics rule the worldPrivacy is mootOk fine, we’ll talk about apps Future of Advertising - April 25
    16. 16. Physics Biology Future of Advertising - April 25
    17. 17. Machines Living Things Future of Advertising - April 25
    18. 18. Machines = Complicated (predictable) Future of Advertising - April 25
    19. 19. Living Things = Complex (unpredictable) Future of Advertising - April 25
    20. 20. In the business world: Future of Advertising - April 25
    21. 21. The machine breaks easily - so let’s stop treating people like machines.In fact, let’s take advantage of that complexity whenever we can. Standard protocols Pre-planned connections for connection Prepared answers Strict workflows to guide response Legal sign-off on every communication Templates & constructs Future of Advertising - April 25
    22. 22. In the next year:Less focus on More focus on Technology Behavior Future of Advertising - April 25
    23. 23. They want to play games. All the time. Future of Advertising - April 25
    24. 24. =Future of Advertising - April 25
    25. 25. SCVNGR: =Future of Advertising - April 25
    26. 26. SCVNGR:A mobile game with real-world challenges =Future of Advertising - April 25
    27. 27. SCVNGR:A mobile game with real-world challengesAn entire level of experience based on game mechanics. =Future of Advertising - April 25
    28. 28. =Future of Advertising - April 25
    29. 29. SCVNGR: =Future of Advertising - April 25
    30. 30. SCVNGR:A mobile game with real-world challenges =Future of Advertising - April 25
    31. 31. SCVNGR:A mobile game with real-world challenges Game mechanics: =Future of Advertising - April 25
    32. 32. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” =Future of Advertising - April 25
    33. 33. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” 95% psychology =Future of Advertising - April 25
    34. 34. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” 95% psychology 5% technology =Future of Advertising - April 25
    35. 35. =Future of Advertising - April 25
    36. 36. EXAMPLE: =Future of Advertising - April 25
    37. 37. EXAMPLE:Appointment Dynamic =Future of Advertising - April 25
    38. 38. EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some action. =Future of Advertising - April 25
    39. 39. EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some action.Example: Cafe World and Farmville where if you returnat a set time to do something you get something good,and if you don’t something bad happens. =Future of Advertising - April 25
    40. 40. =Future of Advertising - April 25
    41. 41. EXAMPLE: =Future of Advertising - April 25
    42. 42. EXAMPLE:Communial Discovery =Future of Advertising - April 25
    43. 43. EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ariddle, a problem or a challenge. Immensely viraland very fun. =Future of Advertising - April 25
    44. 44. EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ariddle, a problem or a challenge. Immensely viraland very fun.Example: DARPA balloon challenge, the cottageindustries that appear around McDonaldsmonopoly to find “Boardwalk” =Future of Advertising - April 25
    45. 45. Why?Because it’s fun, damnit. Simple as that.Fun things aren’t marketing - they’re engineered relevance. =Future of Advertising - April 25
    46. 46. “The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky Future of Advertising - April 25
    47. 47. Groupon:Free Lunch +Communal Gameplay +Countdown =$15 Billion Company =Future of Advertising - April 25
    48. 48. 1: Free Lunch “What the...” =Future of Advertising - April 25
    49. 49. 2. Communal GameplaySend it to your friends, oryou won’t be able to get thedeal. =Future of Advertising - April 25
    50. 50. 3. CountdownBeat the clock: act now, oryou’ll miss out. =Future of Advertising - April 25
    51. 51. “Advertising going forward is about turning bigideas into personal experiences that change/reinforce both perceptions and behavior.” —Jan Leth, Vice Chairman/Global Digital Creative Ogilvy & Mather Future of Advertising - April 25
    52. 52. American Express:Influence + Status Dynamic =Future of Advertising - April 25
    53. 53. Influence + Status Dynamic =Future of Advertising - April 25
    54. 54. Influence + Status Dynamic Start with a green card. But if you spend enough... =Future of Advertising - April 25
    55. 55. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... =Future of Advertising - April 25
    56. 56. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... ...or a platinum card... =Future of Advertising - April 25
    57. 57. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... ...or a platinum card... Until you reach the holy grail. $2,500 / year =Future of Advertising - April 25
    58. 58. The more fun and engaging our adsare, the more people interact withthem.And in the new marketing economyfueled by what the users themselvesthink,this is the only way to ensure thatyour advertising will spread beyondthe first place that you put it. =Future of Advertising - April 25
    59. 59. Privacy is for boring people. =Future of Advertising - April 25
    60. 60. Get ready for Blippy. =Future of Advertising - April 25
    61. 61. Think about telephone operators. =Future of Advertising - April 25
    62. 62. Old-minded people never learn.They petitioned to shut downGmail 100 years later. gmail-is-too-creepy.com =Future of Advertising - April 25
    63. 63. What about one hour photo? =Future of Advertising - April 25
    64. 64. Vacation timers! =Future of Advertising - April 25
    65. 65. Youtube, facebook,twitter, linkedin, flickr,foursquare:all found success inhelping you sharesomething previouslyconsidered private. =Future of Advertising - April 25
    66. 66. The privacy debate is dead. =Future of Advertising - April 25
    67. 67. The success of a technology will becompletely contingent on its purpose. =Future of Advertising - April 25
    68. 68. Situationist encouragesrandom interaction.Alerts members to eachothersproximity and gets them tointeract in compelling ways.“Compliment me on my haircut.”“Hug me for exactly five seconds.”Members pick what they want tohave done to them... and wait. =Future of Advertising - April 25
    69. 69. Google has built a “route around traffic”feature into Google Maps for mobile,which finds alternate, faster routes.!!The feature has saved users a total of2 years of time and $250k in gas costssince beta launch.!!Location-based service providers hope toamplify benefits to the user to spuradoption.! =Future of Advertising - April 25
    70. 70. =Future of Advertising - April 25
    71. 71. LinkedIn sucks, so Hashablemade something better.Meet + exchange contact info bytweet, along with where and howyou met.Make introductions, find newpeople, and more. =Future of Advertising - April 25
    72. 72. Addieu: similar, but worksacross all platformsConnect with someone on yourchoice of 8 social networks. =Future of Advertising - April 25
    73. 73. Group messaging is coming.Email, text, voicemail, and sendcontent to pre-determined lists ofpeople.Some sync with twitter, facebook,or your address book - otherswork independently. =Future of Advertising - April 25
    74. 74. WalkIn waits in line for you.Scan a QR code at the restaurant,and reserve a table without talkingto anyone.Wander about while it countsdown until your table is ready. =Future of Advertising - April 25
    75. 75. Make things for people and with people.Not at people. -Joseph Rueter =Future of Advertising - April 25
    76. 76. “Domestic Robocop” =Future of Advertising - April 25
    77. 77. What are the odds of technology progressing intothat daily ritual? =Future of Advertising - April 25
    78. 78. What are the odds of technology progressing intothat daily ritual?Zero. Behavior leads ideas. And ideas lead advertising. =Future of Advertising - April 25
    79. 79. Lee Bryant: =Future of Advertising - April 25
    80. 80. Lee Bryant:“Forget process as often as possible. Don’t be afraid tobe scared shitless.It’s the only way to surprise yourself into coming upwith new things.” =Future of Advertising - April 25
    81. 81. One last thingWhat were your favorite topics in this class?Given the classes you’ve taken prior to Future of Ad, what was missing inthis class?Are there any topics that you would have liked to spend more time on?Email it to me. =Future of Advertising - April 25
    82. 82. Thank You.Email me: z.pentel@martinwilliams.comTweet me: @zackolanternCall me: 612-342-9702Find me: 60 6th Street South (Gaviidae Commons) =Future of Advertising - April 25
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