The Future of Advertising isn't Advertising

is the traditional model dead?

“an inherently unethical and, frankly,poisonous endeavor that sees peopleas sheep to be manipulated, thatvaunts style over substance, anddeems success to be winning awards.Peter Merholz, Adaptive Path

selling stuff making useful stuff

“Ideas that do”Stop communicatingproducts & start makingcommunication productsGareth Kay, Goodby Silverstein & Partners

mass media model big fat media client Ad creative Media buyer channel

fragmented media model channel channel channel channel channel channel Agency channel channel media client Agency buyer channel Digital channel media Digital Agency buyer agency channel channel channel channel

earned media model Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel

networked media model Agency Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel

is the traditionaladvertising model dead?er....yes

the distintermediation ofmedia buyers...and media owners...and a new advertising modelthat isn’t advertising

“the audience is prepared to take thehuge trouble to be styled andphotographed and upload theirpicture for consideration to beincluded in the site – it’s an incrediblyintimate form of engagement.”Juliet Warkentin, WGSN

in 3 months visitors 333,00 countries 191 av. time on site 5.5 mins press coverage reach £6.8m paid media budget £0increase in trenchcoat sales 85%

richsocialtransactionalusefuldirectmeasurable (launch and learn)

old model new modelmass media networked mediainterruptive earned (useful)one-directional participatorymediated directtried formats new formatsbased on faith measurable

great bigcultural shift

“advertising and marketing agenciescan evolve their practices toappropriately engage in userexperience problems, I believe thatthe industry’s DNA simply cannotsupport such mutations.”.Peter Merholz, Adaptive Path

old culture new cultureknown problem unknown problemslow, linear fast, agilesales-focused user-focusedcomms solution multi-disciplinary

Experience Design willbecome the masterdiscipline for businessesthat want to be good atselling stuff.Russell Davies, Head of Planning, Ogilvy

ia ed ed e d n t rk o + e ed m m rn ia tw ia s ss g ia ra d e d e n e icm a f e ea ed m rv m m se most ad smart ad agencies that don’t agencies agencies call themselves ad agencies

thank youWilliam Owen@wdowenwilliam@madebymany.comhttp://madebymany.com

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The Future of Advertising isn't Advertising

by Made by Many on Nov 26, 2010

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