The Inconvenient Truth About Advertising andits Future<br />Europes Social Media Partner<br />
Agenda:<br />Quick Introduction<br />Problem: The Inconvenient Truth about Traditional Advertising<br />Demonstration of S...
We believe in Open Business<br /><ul><li>At the heart of everything we do is Open Business
We believe in business open to it’s stakeholders.
By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.
They become involved in the decisions that matter to them
They care more about the outcomes
They become more loyal
You, Your products and marketing are more likely to become more successful
Social media means there are thousands of live consumer conversations to discover, explore and connect with
Social technologies offer the ability to collaborative in a scalable and more cost efficient way than ever before</li></li...
Organisations are spending less on traditional advertising<br />
And it’s not just because of the economy<br />
Spend is up in new media such as social media / mobile but that’s just money chasing eyes <br />
est. 0.07% Average CTR	= #FAIL<br />and what’s the CR of TV and Print? <br />
That Low CR = Spam<br />
The inconvenient truth is..<br />Traditional advertising has become significantly less powerful.  <br />Why is that inconv...
Why?<br />
Attention economy crisis<br />
Always been a problem<br />Advertising = Creative interruptions<br />
But now Mass Media Fragmentation<br />There has been an explosion in media choice<br />The days of 2-4 TV channels that en...
Personalisation: Feed Me!<br />Getting exactly what I want<br />When I want<br />Where I want<br />How I want<br />
And now permanently distracted<br />
Avoiding ‘the pitch’ is easier<br />
From Mass to Niche<br />Personalisation<br />Diversification<br />Fragmentation<br />The only reach is Long-tail<br />
Behavioural targeting is not THE answer<br />Not banners, buttons or MPUs<br />Or ever more entertaining adverts / ‘virals...
Top reasons to go online:<br />#1 Social Media<br />#2 Porn<br />#3 News<br />#4 Research<br />#5 Buy Stuff<br />AKA Peopl...
All media is becoming socialised<br />
‘Everything has an open comment box’<br />
‘Everything  is sharable’<br />
In Social Media unlike in Broadcast Media nobody is looking at the stage they are looking at one another. <br />I like che...
In Social Media - Peers are key for attention<br />When I can drown out noise that I find irrelevant and focus in on my pe...
Before users were locally<br />Niche opinions were harder to find<br />
Now: Globally Connected<br />
With opinions<br />Connected to <br />
Some are more passionate than others<br />
Consumer PowerAnd usually they don’t choose your advertising<br />
Ads may entertain but do they convince<br />
Age of innocence lost<br />Age of Advertising Innocence is lost.. Forever<br />
Is this a bad thing? No just inconvenient.<br />Traditional advertising has largely been looking down the long end of a co...
Opportunity for Innovation?<br />Experiential<br />Marketing<br />Revenue Growth<br />Process<br />Business Model<br />Str...
Agenda:<br />Quick Introduction<br />Problem: The Inconvenient Truth about Traditional Advertising<br />Demonstration of S...
Disclaimer:<br />Break BROADCAST format<br />Warning you are now going to be made to TALK<br />
We Declared & now We Listen<br />What was the role of advertising?<br />How did good advertising work?<br />Who strongly a...
Some inspiration<br />
We believe ‘platform thinking’ is the replacement<br />OPEN<br />Attracts more users more ideas, potential new customers<b...
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An inconvenient truth about advertising

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  • Economic problems have exagerated its effectBut it is because of the biggest shift in media usuage since the printing press
  • http://www.flickr.com/photos/79874304@N00/2435160277/
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  • An inconvenient truth about advertising

    1. 1. The Inconvenient Truth About Advertising andits Future<br />Europes Social Media Partner<br />
    2. 2. Agenda:<br />Quick Introduction<br />Problem: The Inconvenient Truth about Traditional Advertising<br />Demonstration of Solution<br />
    3. 3. We believe in Open Business<br /><ul><li>At the heart of everything we do is Open Business
    4. 4. We believe in business open to it’s stakeholders.
    5. 5. By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.
    6. 6. They become involved in the decisions that matter to them
    7. 7. They care more about the outcomes
    8. 8. They become more loyal
    9. 9. You, Your products and marketing are more likely to become more successful
    10. 10. Social media means there are thousands of live consumer conversations to discover, explore and connect with
    11. 11. Social technologies offer the ability to collaborative in a scalable and more cost efficient way than ever before</li></li></ul><li>Agenda:<br />Quick Introduction<br />Problem: The Inconvenient Truth about Advertising<br />Demonstration of Solution<br />
    12. 12. Organisations are spending less on traditional advertising<br />
    13. 13. And it’s not just because of the economy<br />
    14. 14. Spend is up in new media such as social media / mobile but that’s just money chasing eyes <br />
    15. 15. est. 0.07% Average CTR = #FAIL<br />and what’s the CR of TV and Print? <br />
    16. 16. That Low CR = Spam<br />
    17. 17. The inconvenient truth is..<br />Traditional advertising has become significantly less powerful. <br />Why is that inconvenient? Because it used to give me:<br />Instant reach<br />Creatively I only needed one big idea<br />Once it was broadcast we could sit back<br />
    18. 18. Why?<br />
    19. 19. Attention economy crisis<br />
    20. 20. Always been a problem<br />Advertising = Creative interruptions<br />
    21. 21. But now Mass Media Fragmentation<br />There has been an explosion in media choice<br />The days of 2-4 TV channels that enjoyed the attention of whole populations are gone<br />We now live in a world saturated with media. <br />More videos put on YouTube in the last year than made for TV ever<br />Cable offer us 25+ channels<br />And we can even pick when we want to watch our shows<br />
    22. 22. Personalisation: Feed Me!<br />Getting exactly what I want<br />When I want<br />Where I want<br />How I want<br />
    23. 23. And now permanently distracted<br />
    24. 24. Avoiding ‘the pitch’ is easier<br />
    25. 25. From Mass to Niche<br />Personalisation<br />Diversification<br />Fragmentation<br />The only reach is Long-tail<br />
    26. 26. Behavioural targeting is not THE answer<br />Not banners, buttons or MPUs<br />Or ever more entertaining adverts / ‘virals’<br />Traditional broadcast / mass advertising can’t work in a culture of niche<br />But here is a clue to what does..<br />
    27. 27. Top reasons to go online:<br />#1 Social Media<br />#2 Porn<br />#3 News<br />#4 Research<br />#5 Buy Stuff<br />AKA People<br />
    28. 28. All media is becoming socialised<br />
    29. 29. ‘Everything has an open comment box’<br />
    30. 30. ‘Everything is sharable’<br />
    31. 31. In Social Media unlike in Broadcast Media nobody is looking at the stage they are looking at one another. <br />I like cheese<br />I hate cheese<br />I like your tie<br />
    32. 32. In Social Media - Peers are key for attention<br />When I can drown out noise that I find irrelevant and focus in on my personal media the best way to reach me is usually by those ‘associated to me’ AKA my peers.<br />90% trust friends recommendation over everything else<br />71% of sales come from as a result of it<br />
    33. 33. Before users were locally<br />Niche opinions were harder to find<br />
    34. 34. Now: Globally Connected<br />
    35. 35. With opinions<br />Connected to <br />
    36. 36. Some are more passionate than others<br />
    37. 37. Consumer PowerAnd usually they don’t choose your advertising<br />
    38. 38. Ads may entertain but do they convince<br />
    39. 39. Age of innocence lost<br />Age of Advertising Innocence is lost.. Forever<br />
    40. 40. Is this a bad thing? No just inconvenient.<br />Traditional advertising has largely been looking down the long end of a conversion funnel.<br />Who now has budgets to spend that see over 75% waste almost every time?<br />The more people that see it the more purchases you were likely to get. <br />Most people won’t be interested BUT some will. <br />Finding a new more efficient way to sell should be on the minds of every business. <br />Advertising enjoyed and depended on mass media monopoly.<br />The fact is the rarely accounted for ‘friend recommendation’ has always been the primary purchase decision maker. <br />
    41. 41. Opportunity for Innovation?<br />Experiential<br />Marketing<br />Revenue Growth<br />Process<br />Business Model<br />Structural<br />Product<br />Application<br />Time<br />Disruptive<br />Disruptive<br />
    42. 42. Agenda:<br />Quick Introduction<br />Problem: The Inconvenient Truth about Traditional Advertising<br />Demonstration of Solution<br />
    43. 43. Disclaimer:<br />Break BROADCAST format<br />Warning you are now going to be made to TALK<br />
    44. 44. We Declared & now We Listen<br />What was the role of advertising?<br />How did good advertising work?<br />Who strongly agrees or disagrees that.. Advertising needs to change?<br />What replaces it?<br />Will it disappear?<br />How can what replaces it be applied to your business?<br />
    45. 45. Some inspiration<br />
    46. 46. We believe ‘platform thinking’ is the replacement<br />OPEN<br />Attracts more users more ideas, potential new customers<br />Private, Safer, faster; greater control<br />CLOSED<br />90:10 Platform Process <br />
    47. 47. Remember I’m telling you a story so you give me your money <br />
    48. 48. Small number of people. Lower likely conversion rate. But if I engage you, you could be more powerful than 500 attendees<br />With an ‘experimental’ format I was worried about losing control of the message<br />These are all the fears of a broadcaster<br />
    49. 49. We believe ‘platform thinking’ is the replacement<br />OPEN<br />Attracts more users more ideas, potential new customers<br />Private, Safer, faster; greater control<br />CLOSED<br />90:10 Platform Process <br />
    50. 50. Be a Beta Business<br />and Beta is inviting<br />
    51. 51. That which we create we embrace<br />We can’t stop talking about<br />We choose over all else<br />
    52. 52. By being a platform business you save time & money in making and selling. You guarantee demand.<br />
    53. 53. What are you waiting for?<br />Contact: <br />Jamie Burke CEO 90:10 Group<br />jamie@ninety10group.com<br />Twitter @jamie247<br />Franz Patzig Head of Germany<br />franz@ninety10group.com<br />Twitter @franz<br />
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