The Future of Advertising: Death of Advertising

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Talk given to the School of Journalism and Communication at the University of Oregon

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The Future of Advertising: Death of Advertising

  1. 1. The Future of Advertising: The Death of AdvertisingThursday, February 21, 2013
  2. 2. Thursday, February 21, 2013
  3. 3. T O D AY awareness awareness interest interest desire desire action actionThursday, February 21, 2013
  4. 4. T O D AY 50% 42% 37.5% 25% 25% 22% 12.5% 0% 1% Online TV Mobile Print Media SpendingThursday, February 21, 2013
  5. 5. T O D AY 50% 42% 43% 37.5% 25% 25% 26% 22% 12.5% 10% 1% 7% 0% Online TV Mobile Print Media Time Media SpendingThursday, February 21, 2013
  6. 6. SUCCESS? “In most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous Less than 1 in 10 ads seen as different 4% response rate successful in DM 0.05% average click through rate for banners Sources: Ehrenberg Bass Institute, GoogleThursday, February 21, 2013
  7. 7. Why?Thursday, February 21, 2013
  8. 8. Thursday, February 21, 2013
  9. 9. old assumptions old models of communication old behavior misplaced actionThursday, February 21, 2013
  10. 10. Thursday, February 21, 2013
  11. 11. Thursday, February 21, 2013
  12. 12. CYN I C I S MThursday, February 21, 2013
  13. 13. CYN I C I S MThursday, February 21, 2013
  14. 14. TH E SEARCH FOR AUTH E NTICITYThursday, February 21, 2013
  15. 15. Thursday, February 21, 2013
  16. 16. BOREDOMThursday, February 21, 2013
  17. 17. The fact is, if you have to advertise, you have already lostThursday, February 21, 2013
  18. 18. BOREDOM There is no new newsThursday, February 21, 2013
  19. 19. BOREDOM Situation: OversupplyThursday, February 21, 2013
  20. 20. A N D Y E T. . . . We’re still to focused on our categoriesThursday, February 21, 2013
  21. 21. U PPE R LE FT COR N E R TITLE “people look at what interests them and sometimes it’s your ad.”Thursday, February 21, 2013
  22. 22. ADVE RTI S I N G I S N OT EVE RYTH I N GThursday, February 21, 2013
  23. 23. WE’R E US I N G TH E WR O N G SYSTE M We’re thinking linearly Strategy Campaign Result Rational Emotional Attributes Benefit BenefitThursday, February 21, 2013
  24. 24. E NTROPY Reality is random low entropy high entropyThursday, February 21, 2013
  25. 25. COM PLEXITY EXPLAI NS MOR EThursday, February 21, 2013
  26. 26. T E C H N O L O G Y H A S A C C E L E R AT E D T H I S More participation More social and communal More fragmented More transparent Always onThursday, February 21, 2013
  27. 27. C U LT U R E I S C O M P L E X “it takes a thousand voices to tell a single story” Native American SayingThursday, February 21, 2013
  28. 28. C U LT U R E I S C O M P L E XThursday, February 21, 2013
  29. 29. Thursday, February 21, 2013
  30. 30. TH E COOLI DG E E FFECTThursday, February 21, 2013
  31. 31. R E S U LT : W E ’ R E M E A S U R I N G T H E W R O N G T H I N G S awareness… …when meaning and familiarity matter more in our world of overchoice attitude… ...attitude and attributes, adjusted for size, don’t change image …image doesn’t shift until after behaviorThursday, February 21, 2013
  32. 32. IT’S ALL AB O UT TH E E N E R GY Y&R’s BAV found that brand energy changes the dynamics of differentiation and relevanceThursday, February 21, 2013
  33. 33. R E S U LT : W E C R A V E C O N S I S T E N C Y consistency is the last refuge of the unimaginativeThursday, February 21, 2013
  34. 34. R E S U LT : W E C R A V E C O N S I S T E N C Y But rigid consistency is not necessary 100% 75% 74% 72% 50% 25% 0% No Integration Advertising Led Effectiveness Success rate of each Integration ModelThursday, February 21, 2013
  35. 35. O U R B R A I N S A R E T R A I N E D T O L O O K F O R P AT T E R N SThursday, February 21, 2013
  36. 36. B U T I T TA K E S R A N D O M N E S S T O S TA N D O U T “the more random the source of information, the higher it’s entropy and the more information it has “Thursday, February 21, 2013
  37. 37. How do we get better?Thursday, February 21, 2013
  38. 38. DON’T B E LI N EAR Be intertwingledThursday, February 21, 2013
  39. 39. DON’T B E LI N EAR Design for gapsThursday, February 21, 2013
  40. 40. DON’T B E LI N EAR Brands as chords or molecules, not onions specials eg language, frappucino eg skinny habits formation my sister book range and options book barista culture better reading ordering coffee system akelah and used grounds mission the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, Brand Innovation ManifestoThursday, February 21, 2013
  41. 41. C R E AT E C U LT U R E Don’t intrude on itThursday, February 21, 2013
  42. 42. C R E AT E C U LT U R E Don’t intrude on itThursday, February 21, 2013
  43. 43. C R E AT E C U LT U R E Have a beliefThursday, February 21, 2013
  44. 44. C R E AT E C U LT U R E Do, Don’t SayThursday, February 21, 2013
  45. 45. C R E AT E C U LT U R E Do, Don’t SayThursday, February 21, 2013
  46. 46. BE USEFUL Source: The Future of Advertising, Mark Earls and John WilshireThursday, February 21, 2013
  47. 47. BE USEFUL Give giftsThursday, February 21, 2013
  48. 48. ACT SMALLThursday, February 21, 2013
  49. 49. TH I N K SMALLThursday, February 21, 2013
  50. 50. A LW AY S B E L E A R N I N GThursday, February 21, 2013
  51. 51. M E A S U R E C O R R E C T LY Focus on behavior not attitudesThursday, February 21, 2013
  52. 52. TH I N K I N S I D E TH E B OXThursday, February 21, 2013
  53. 53. I N SU M MARY Modern communication ideas need to be... ...more about doing than saying ...come from culture not commerce ...be participatory and designed for gaps ...be always on ...create, don’t fill media space Source: Gareth KayThursday, February 21, 2013
  54. 54. Thank you @marklewis_sfThursday, February 21, 2013

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