The document discusses innovation in advertising. It defines creativity as generating something new, while innovation is applying creativity to have a measurable impact. Advertising has traditionally used the same paradigm since the 1800s of broadcast messaging to tell people how to feel. More recently, advertising has tried to make people feel emotions through going viral, using data mining and targeting, and focusing on current customers for retention. However, these approaches still have limitations like minimal emotional impact and lack of measurable ROI. To truly solve engagement, the document suggests advertisers should talk to customers, bridge connections between customers, involve customers in the process, gamify advertising, and integrate advertising into customers' experiences.

1. Innovation & the Changing Face of
Advertising
Jacek Grebski
@jgrebski | jacekgrebski.com

2. What is innovation?

3. What is innovation?
Creativity is the process of generating
something new.

4. What is innovation?
Creativity is the process of generating Innovation is the practical application of
something new. creativity into a measurable impact.

5. Innovation thinking
Fundamental Blocks
intent value

6. How does this apply to advertising?
It’s been the same stale paradigm since the mid 1800’s

7. What do we see here?
1889 1937 1956 1974 1986 2011

8. And here?
1924 1942 1952 1966 1982 1989 2008

9. Broadcast Problem
Stop telling people how to feel, make them feel.

10. And start talking
so let's go viral

11. Ok, but lets refine the old
by using technology to target

12. Data mining
The story

13. But the problem persists
=
Purchasing choice comes down to emotion

14. Emotional Influence
The biggest emotional influencer is word of mouth.
Kim gets $10 k a tweet
But is it effective?
And what about a

15. The real impact is zero
the conversation
focuses on current customers - retention
for many is stil a one way shout channel
builds little to minimal emotional impact
there’s no measurable ROI

16. How do we solve engagement?
simple

17. how do you solve engagement?
talk

18. how do you solve engagement?
bridge

19. how do you solve engagement?
involve

20. how do you solve engagement?
gamify

21. how do you solve engagement?
integrate

22. Future

23. Much thanks!
twitter @jgrebski
blog @ jacekgrebski.com