online advertising digital etc… Search
In search of digital thinking and ad agency 2.0
S.T.E.P. Turkish Advertising Foundation
February 13th, 2007
Cem ARGUN

VW “Crispin Porter Bogusky” Search
“Crispin Porter” excels at unconventional
approaches, because it is “idea-centric versus
being advertising-centric.”
Kerri Martin, Director of Brand Innovation, Volkswagen of America
Translation: At Crispin Porter, the concept
comes first, then the type of ad.
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

IKEA agency.com Search
» IKEA hired Agency.com as its lead agency. Not only will
the shop handle online responsibilities, it will create
print and outdoor ads, too. IKEA said the interactive
shop came up with the best campaign idea, involving
print, outdoor, online and in-store TV commercials.
Agency.com now aims to become IKEA’s main agency in
the UK.
» Translation: Advertsiers think that the
traditional agency organization is outdated.
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Ad Agency Deathwatch Search
» Will the ad agency as an
institution soon become
extinct?
» Will advertising
specialists be extinct?
» Shall we wait and see?
» Shall we do something?
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

agencymatic Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Ad man Search
» What do you do in life?
» I’m in advertising.
» What kind?
» ?? *%&#$@@.
» Hmm… Internet? Digital?
» We’re shooting mostly TV commercials…
» We just do print…
» Outdoor is enagaging…
» Radio is great…
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

web strikes back Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Web 2.0 Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Web 2.0 Search
Web 1.0 Web 2.0
» DoubleClick
» Impression
» Google AdSense
» Ofoto » Cost per click
» Match.com » Flickr
» Akamai » Friendster
» Britannica
» Homepages
» BitTorrent
» Publishing » Wikipedia
» Content Management » Blogs
» Directory dependent » Sharing
» Directories (taxonomy)
» Dial-up
» Wikis
» Search dependent
» Tags (folksonomy)
» Broadband
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Joost Social TV Search
Ara
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

mobile brodband 3G Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

social democrat media Search
» Blog
» Podcast
» Videocast
» Wiki
» RSS
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

rss paper Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

word of mouth Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Second Life is the Matrix Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Second Life is the Matrix Search
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Search
Hey! Agency, just gimme peace! Quit!
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

agency, ad agency Search
» Commissioner, broker…
» Intermediate selling ad space…
» The world’s most conservative and ‘status quo’
organization
» 1950’s paradigm
» Ad agency organization chart barely evolved since
1950’s …
» Global mutinational pressure
» Agencies changing by force!
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

martin sorrell wpp Search
» What keeps me awake at night, is
the thought that somewhere,
there are software engineers
working in a garage, probably in
Shanghai, who’ll disrupt things as
we know it.
» Google is the frienemy
» I won’t be disintermediated
» We spend 20% of our time online,
according to Google or Yahoo so
by logic, 20% of all dollars should
be spent online.
Martin Sorrell, CEO @ WPP (A.K.A. GOD)
» Share of Digital Media
» World 7%
» UK 14%
» Turkey ?%
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

martin sorrell wpp sweating Search
» Google Adwords
» Targeted, measurable online ad
marketplace
» Transparent, fast, effective,
value for money
» Accountable
» Pay per click
» Pay per action?
» New endeavors for Google
» Radio
» Outdoor
» TV
» Newspaper
» Cinema
» Threat for his media agencies!
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

martin sorrell wpp sweating Search
» User generated content /
advertising
» YouTube.com, Heavy.com,
Revver.com, etc…
» Mozilla Firefox launch
» SuperBowl 2007 ads
» Threat for his creative
agencies!
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

dogan yayin holding myopia Search
» Dogan Yayin Holding targets classified leadership in
Europe
» DYH acquired Trader Media East’s controlling stake for
USD 386 million .
TME Revenues
93.3 m € Offline %96
4.0 m € Online %4
97.3 m € Totals
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

google as fast as god Search
» Google acquired YouTube
in just 6 days
» It all happens at Denny’s!
» God created the universe
in 6 days!
Oct 3d, 2006 @ Denny’s
Oct. 9th, 2006, 1,65 bn $
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Google swallow WPP Search
» World’s greatest ad agency?
» World’s greatest media?
» Say again? Search engine?
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

online advertising turkey Search
» Your searh - online advertising turkey – did not match a
significant industry.
» Suggestions:
» Question yourself
» Proke advertsers
» Shake ad agency bosses
» Failed? Keep up with half page print, 30” TV…
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

online offline advertising turkey Search
» TV is online media’s biggest competitor
» 35 million TV audience 16 million web users
» USD 1.1 billion // 50% share USD 15-20 million?
» 90 min series, 30 min ads Boring banners?
» Entertainment? Advertising?
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Cem Argun, look who’s talking Search
» Plunged into the industry as early as » Joined Dogus Print Media as VP of Proven success using
unconventional methods for magazine publishing and
high-school years. Soon suspected that marketing. His team made National Geographic Turkey, by
advertising deserved far better than far the most selling consumer magazine in the country
terms like “15%”, “rebates”, “30 » Acted as freelance consultant for several online marketing
and web projects
seconds” & “half-page”. » Co-founded TargetYouth in 2002, with aim of offering a new
perspective to the marketing communications industry.
» Tried to quench his curiosity by
acquiring a diverse experience covering
conventional advertising, direct
marketing, CRM, online marketing,
mobile marketing, demographic
marketing.
» Proud alumni of Saint Joseph High
School, Bilkent University Business
School, BBDO, Y&R, Wunderman.
» Tried and failed his own interactive
agency in 1997, during the first wave.
» Team Ford group leader at Wunderman,
he integrated advertising, direct
marketing & CRM projects. After a
successful Ford Focus launch, he led the
Zagallo project, the country’s first
advergame and guerilla launch for
Ford Ka.
February 2007, S.T.E.P.
© Cem Argun, TargetYouth
Turkish Ad Foundation Seminars

Cem Argun Search
cargun@TargetYouth.com
cargun@gmail.com