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The Future of Advertising 2020

by John V Willshire on Jan 22, 2013

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A co-authored piece by Mark Earls (@herdmeister) and John V Willshire (@willsh), part of the The Wharton Future of Advertising Program 2012, using Artefact Cards - http://shop.smithery.co

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Peter Allott at The Level - web consultancy @redbrown1 I agree....its not by accident that Apple actually does no or very little social media...why? they let their customers do it for them..thats smart....lighting little bonfires is like the old scatter gun approach, a lot of headless chickens running around with no focus 3 months ago

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Red Brown Lighting bonfires is intellectually dishonest. It means you don't know what you are doing creatively, you don't understand modern media, and you don't get how people behave today. One of the most successful brands in the world, Apple, doesn't throw a whole load of ideas in the air to see what happens. It focuses and then forms a plan. 3 months ago

Patrick Billey, Founder at Absolute Bearing Says Hi to Bob Garfield ! 3 months ago

Matt Gentile, Director at Century 21 Not bad guys, not bad at all. 3 months ago

Bonnie Lawson-Brown This is genius work, it just shows the impact slides can have when done in a eye catching way! Slide 6,7,11 relate to Silver Imp system being 'Targeted and Timely'. Slide 32, is the 'Scan IMP option, 33 the 'Share IMP' option. And 35 ,the volume and different sectors implementing Silver IMP system. 3 months ago

Carl Hartman About 10 years ago myself and 80 others produced our designs for 'Television of Tomorrow' for the Corporation for Public Broadcasting. my design won. I was preaching content driven marketing back then. Brands are figuring out that their ad dollars are better focused on their own content channel and not ads grouped together with other brands. - The next quantum jump in advertising will be content channels built around brands. My company is already doing this and proved it works for 15 years. The concept of transmedia will be refined - mostly it is now mindlessly tacking on apps, games, and other media to a product or brand. When I was an executive at PBS we developed models that used story structure, human-computer interaction frameworks and educational models to create truly interactive content. I based that on the work I did creating interactive feature films for two of the major game developers. We are releasing 4-5 books right now that outlines a part of our methods. My book entitled Brand.gineering has been floating around the top of Amazon's Biz best sellers list (Between #2 & 70 depending on the day) and provides info for a brand that wants to take the quantum leap to a content driven brand. Very soon we will be releasing another book that outlines details on the mechanics. www.brandgineering.org 3 months ago

Peter Allott at The Level - web consultancy Have a look at a responsive website on a desktop screen (Boston Globe is a good example) that has advertising placements on it...then scale it down to a mobile device i.e cell phone....now look what happened to the adverts...they have gone or are less in number...with everyone moving to accessing web content via a cell phone the old way of placing block adverts just does not work....branding / adverts etc has to be content driven (thats what the audience wants)...the change is already happening....slapping adverts on websites is like the old days of placing adverts in papers and magazines...marketing professionals if they are going to be effective have to think and react differently to engage audiences online...thats the next big jump coming Peter Allott www.thelevel.com www.agilewebstrategy.com 3 months ago

joel rubinson, President, Rubinson Partners, Inc. at Formerly CRO at The Advertising Research Foundation @jtnoel I'm much more in agreement with this comment. the only thing I would like to fold into your POV to create a holistic model is the idea that shopper marketing has huge influence and reminder advertising has been shown to be very effective if timed with the next shopping trip, to influence outcome among essentially commoditized offerings 3 months ago

Carl Hartman More imaginative white noise about the advertising community trying to make itself relevant again? This is a system warmed over. People like Steve Jobs made quantum jumps in systems, (e.g telegraph > telephone). No matter how you slice it, advertising is dying because it sold something to its consumers it would not use for itself. We need to make a quantum jump and that will be brands becoming the major media channels for entertainment and other communication. 3 months ago

Jason Thibeault, Sr Director, Marketing Strategy at Limelight Networks @joel So let me clarify that. Advertising is a subset of marketing. It is simply product focused. That will probably never go away (so that is a recant of what I said). And that product-focused marketing (aka advertising) will also become very contextual or personalized. But in terms of 'marketing' success (and, yes, that's defined differently for everyone), I don't think advertising will have anywhere near the focus it does today. Right now, it's easy. And that's why marketers keep doing it. Just talk about the product. Done. Track the clicks and conversions. Done. What's much harder, that advertising does not do, is developing marketing strategies that engage. That is storytelling. Look at what Audi did at the 2013 Superbowl (still my favorite ad). Yes, the product is featured but only within the parameters of the main character using it to accomplish some task (i.e., the conflict). So in the world of 2020 (and I'm working on a different article around this), the bulk of marketing activity for progressive, strategic companies will be in engagement. How to develop deep and meaningful relationships with customers, with storytelling, rather than just trying to scratch the surface with advertising. Obviously, this has a lot to do with the product/brand/company itself but I think the general premise holds true. 3 months ago