A conversation about the
                                future of advertising



             @edwardboches
             ...
Part 1
                              Inspiration




Thursday, February 11, 2010
Thursday, February 11, 2010
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wenneker’s antlers




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this was the way to
   build a brand




Thursday, February 11, 2010
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this is the new way




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Part 2
                              Exploration




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brands


                               agencies


                              consumers


                             ...
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platform
                              talk value
                              community
                              cr...
So
 what is the future of advertising?




Thursday, February 11, 2010
it ain’t                      an ad




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
we used to watch




Thursday, February 11, 2010
now we create




Thursday, February 11, 2010
our relationships with media are
   more complex than ever

Thursday, February 11, 2010
community is our new source of content


Thursday, February 11, 2010
we want to do business with a person


Thursday, February 11, 2010
we possess more power than ever




Thursday, February 11, 2010
and we take it wherever we go


Thursday, February 11, 2010
there’s no such thing as perfect, only perfects


Thursday, February 11, 2010
the mp3 is good enough


Thursday, February 11, 2010
attention is the new scarcity




Thursday, February 11, 2010
once, advertising told stories




Thursday, February 11, 2010
now it’s about getting others to
                              tell our stories for us




Thursday, February 11, 2010
Thursday, February 11, 2010
"We were so overwhelmed with the level of entries and
    range of high-quality creative ideas pitched for the
    brief t...
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
It’s about inspiring them to
                              actually write and create
                              those s...
Thursday, February 11, 2010
Thursday, February 11, 2010
audience or community?




Thursday, February 11, 2010
what is creative?

Thursday, February 11, 2010
Thursday, February 11, 2010
Better yet, allow the consumer to become
                              the story.




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
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and finally, if you do tell stories...




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this is not easy




Thursday, February 11, 2010
Thursday, February 11, 2010
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Thursday, February 11, 2010
Thursday, February 11, 2010
Part 3
                              Transformation




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Targeting + Creative + Conversation Strategy
                                            will be new formula

            ...
Thursday, February 11, 2010
audience
                               message
                                  target
                               pe...
audience    community
                               message     content
                                  target   inspir...
Thursday, February 11, 2010
Thursday, February 11, 2010
thank you.




Thursday, February 11, 2010
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The future of advertising, a conversation

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As requested by many in attendance, slides from my presentation at MIMA's Conversations About the Future of Advertising in Minneapolis on Monday, February 8, 2010. Without notes it may not be totally clear, but if you were there, it makes sense. Look for full video on Vimeo.

Published in: Technology, Business

Transcript of "The future of advertising, a conversation"

  1. 1. A conversation about the future of advertising @edwardboches edwardboches.com Thursday, February 11, 2010
  2. 2. Part 1 Inspiration Thursday, February 11, 2010
  3. 3. Thursday, February 11, 2010
  4. 4. Thursday, February 11, 2010
  5. 5. Thursday, February 11, 2010
  6. 6. Thursday, February 11, 2010
  7. 7. Thursday, February 11, 2010
  8. 8. Thursday, February 11, 2010
  9. 9. Thursday, February 11, 2010
  10. 10. Thursday, February 11, 2010
  11. 11. wenneker’s antlers Thursday, February 11, 2010
  12. 12. Thursday, February 11, 2010
  13. 13. Thursday, February 11, 2010
  14. 14. Thursday, February 11, 2010
  15. 15. Thursday, February 11, 2010
  16. 16. Thursday, February 11, 2010
  17. 17. Thursday, February 11, 2010
  18. 18. Thursday, February 11, 2010
  19. 19. Thursday, February 11, 2010
  20. 20. Thursday, February 11, 2010
  21. 21. this was the way to build a brand Thursday, February 11, 2010
  22. 22. Thursday, February 11, 2010
  23. 23. this is the new way Thursday, February 11, 2010
  24. 24. Thursday, February 11, 2010
  25. 25. Part 2 Exploration Thursday, February 11, 2010
  26. 26. Thursday, February 11, 2010
  27. 27. Thursday, February 11, 2010
  28. 28. Thursday, February 11, 2010
  29. 29. Thursday, February 11, 2010
  30. 30. brands agencies consumers media technology Thursday, February 11, 2010
  31. 31. Thursday, February 11, 2010
  32. 32. platform talk value community crowdsourcing Thursday, February 11, 2010
  33. 33. So what is the future of advertising? Thursday, February 11, 2010
  34. 34. it ain’t an ad Thursday, February 11, 2010
  35. 35. Thursday, February 11, 2010
  36. 36. Thursday, February 11, 2010
  37. 37. Thursday, February 11, 2010
  38. 38. we used to watch Thursday, February 11, 2010
  39. 39. now we create Thursday, February 11, 2010
  40. 40. our relationships with media are more complex than ever Thursday, February 11, 2010
  41. 41. community is our new source of content Thursday, February 11, 2010
  42. 42. we want to do business with a person Thursday, February 11, 2010
  43. 43. we possess more power than ever Thursday, February 11, 2010
  44. 44. and we take it wherever we go Thursday, February 11, 2010
  45. 45. there’s no such thing as perfect, only perfects Thursday, February 11, 2010
  46. 46. the mp3 is good enough Thursday, February 11, 2010
  47. 47. attention is the new scarcity Thursday, February 11, 2010
  48. 48. once, advertising told stories Thursday, February 11, 2010
  49. 49. now it’s about getting others to tell our stories for us Thursday, February 11, 2010
  50. 50. Thursday, February 11, 2010
  51. 51. "We were so overwhelmed with the level of entries and range of high-quality creative ideas pitched for the brief that we found it impossible to pick one. We're certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal." Peperami marketing manager Noam Buchalter Thursday, February 11, 2010
  52. 52. Thursday, February 11, 2010
  53. 53. Thursday, February 11, 2010
  54. 54. Thursday, February 11, 2010
  55. 55. It’s about inspiring them to actually write and create those stories with us. Thursday, February 11, 2010
  56. 56. Thursday, February 11, 2010
  57. 57. Thursday, February 11, 2010
  58. 58. audience or community? Thursday, February 11, 2010
  59. 59. what is creative? Thursday, February 11, 2010
  60. 60. Thursday, February 11, 2010
  61. 61. Better yet, allow the consumer to become the story. Thursday, February 11, 2010
  62. 62. Thursday, February 11, 2010
  63. 63. Thursday, February 11, 2010
  64. 64. Thursday, February 11, 2010
  65. 65. Thursday, February 11, 2010
  66. 66. Thursday, February 11, 2010
  67. 67. Thursday, February 11, 2010
  68. 68. Thursday, February 11, 2010
  69. 69. and finally, if you do tell stories... Thursday, February 11, 2010
  70. 70. Thursday, February 11, 2010
  71. 71. Thursday, February 11, 2010
  72. 72. Thursday, February 11, 2010
  73. 73. Thursday, February 11, 2010
  74. 74. this is not easy Thursday, February 11, 2010
  75. 75. Thursday, February 11, 2010
  76. 76. Thursday, February 11, 2010
  77. 77. Thursday, February 11, 2010
  78. 78. Thursday, February 11, 2010
  79. 79. Thursday, February 11, 2010
  80. 80. Thursday, February 11, 2010
  81. 81. Part 3 Transformation Thursday, February 11, 2010
  82. 82. Thursday, February 11, 2010
  83. 83. Thursday, February 11, 2010
  84. 84. Thursday, February 11, 2010
  85. 85. Thursday, February 11, 2010
  86. 86. Thursday, February 11, 2010
  87. 87. Thursday, February 11, 2010
  88. 88. Thursday, February 11, 2010
  89. 89. Thursday, February 11, 2010
  90. 90. Thursday, February 11, 2010
  91. 91. Thursday, February 11, 2010
  92. 92. Thursday, February 11, 2010
  93. 93. Thursday, February 11, 2010
  94. 94. Thursday, February 11, 2010
  95. 95. Thursday, February 11, 2010
  96. 96. Thursday, February 11, 2010
  97. 97. Thursday, February 11, 2010
  98. 98. Thursday, February 11, 2010
  99. 99. Targeting + Creative + Conversation Strategy will be new formula Curator/choreographer will emerge as the new important role Crowdsourcing will grow in popularity whether we like it or not Whoever hires the best digital talent will win Creativity will matter more than ever since you can’t buy attention Thursday, February 11, 2010
  100. 100. Thursday, February 11, 2010
  101. 101. audience message target penetrate media plan Thursday, February 11, 2010
  102. 102. audience community message content target inspire penetrate collaborate media plan interest plan Thursday, February 11, 2010
  103. 103. Thursday, February 11, 2010
  104. 104. Thursday, February 11, 2010
  105. 105. thank you. Thursday, February 11, 2010
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