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1Thursday, 18 October, 12       1
Why Advertising is Broken                                       2Thursday, 18 October, 12                               2
3Thursday, 18 October, 12       3
What is                                          desirable to            Capabilities                  clients &          ...
A brief recap                                on                            traditional                            advertis...
6Thursday, 18 October, 12       6
7Thursday, 18 October, 12       7
8Thursday, 18 October, 12       8
9Thursday, 18 October, 12       9
OR                           not                           AND                                 10Thursday, 18 October, 12 ...
11Thursday, 18 October, 12        11
12Thursday, 18 October, 12        12
13Thursday, 18 October, 12        13
14Thursday, 18 October, 12        14
WE ARE REALLY EFFICIENT                                 AT BUILDING                            AWARENESS                  ...
16Thursday, 18 October, 12        16
17Thursday, 18 October, 12        17
Paid                           Owned                           Earned                                    18Thursday, 18 Oc...
19Thursday, 18 October, 12        19
Rise of Social Currency                                                     20Thursday, 18 October, 12                    ...
TV as the conversation                                      21Thursday, 18 October, 12                            21
Media Multi-tasking in the                           Living Room                                  22Thursday, 18 October, ...
Media Multi-tasking in Retail                            23Thursday, 18 October, 12                      23
Digitally Empowered Employees                                  24Thursday, 18 October, 12               24
M-Commerce                                        25Thursday, 18 October, 12                     25
Location as the                           Primary target                                             26Thursday, 18 Octobe...
Physical Recognition                                                  27Thursday, 18 October, 12                          ...
Gesture-Based Interaction                                                 28Thursday, 18 October, 12                      ...
29Thursday, 18 October, 12        29
RELEVANCE                              not                           AWARENESS                                       30Thu...
Now                           What?                                   31Thursday, 18 October, 12                31
A Day in the Life                             Before Work                                               32Thursday, 18 Oct...
33Thursday, 18 October, 12        33
A Day in the Life                               At Work                                               34Thursday, 18 Octob...
A Day in the Life                           After Work / before home                                                      ...
A Day in the Life                           After Work / At home                                                  36Thursd...
AND                           not                            OR                                 37Thursday, 18 October, 12...
So what.                           Why is it                           broken?                                       38Thu...
39Thursday, 18 October, 12        39
Anthropology is Timeless                                       40Thursday, 18 October, 12                              40
41Thursday, 18 October, 12        41
42Thursday, 18 October, 12        42
150                            43Thursday, 18 October, 12         43
Dunbar’s number                           44Thursday, 18 October, 12        44
HUNTERS                           GATHERERS                                       45Thursday, 18 October, 12              ...
46Thursday, 18 October, 12        46
47Thursday, 18 October, 12        47
Shared   Lifestage                      experience                                Hobbies                           48Thur...
49Thursday, 18 October, 12        49
50Thursday, 18 October, 12        50
51Thursday, 18 October, 12        51
52Thursday, 18 October, 12        52
53Thursday, 18 October, 12        53
54Thursday, 18 October, 12        54
55Thursday, 18 October, 12        55
56Thursday, 18 October, 12        56
Understanding &        Predicting our        Hunting & Gathering        Instincts is the        opportunity.              ...
We are in control           We want everything           on DEMAND                           58Thursday, 18 October, 12   ...
Active, not Passive                                                   Sharing,             Passive      Ac*ve   Par*cipa*n...
Awareness Consideration Preference Action Loyalty                            60Thursday, 18 October, 12                   ...
61Thursday, 18 October, 12        61
62Thursday, 18 October, 12        62
We are the Medium        Passive        How our messaging effects them        “Who we’ll reach”                Participato...
Marketing is a Conversation        Campaign Mentality        Execute the Plan            Always On Newsroom Mentality     ...
65Thursday, 18 October, 12        65
What if we start with the first 150 instead of the mass reach                           66Thursday, 18 October, 12        66
CW&T                                  67Thursday, 18 October, 12               67
#WantAnR8                                       68Thursday, 18 October, 12                    68
What if we help the hunters with their hunt?                           69Thursday, 18 October, 12        69
70Thursday, 18 October, 12        70
What if we made it easier for the gatherers with Content APIs?                           71Thursday, 18 October, 12       ...
72Thursday, 18 October, 12        72
We considered our“owned” audiencesalongside our“rented media”audiences?                           73Thursday, 18 October, ...
We listened                                         74Thursday, 18 October, 12                      74
We valued Utility > Advertising                                          75Thursday, 18 October, 12                       ...
We created & distributed content based on                         Listening + Relevance + Utility                         ...
ADD VALUE                              not                             NOISE                                       77Thurs...
ACTION                               not                           AWARENESS                                       78Thurs...
REACTIONS                              not                             REACH                                       79Thurs...
When we do that,        they will tell their friends                                       80Thursday, 18 October, 12     ...
81Thursday, 18 October, 12        81
EXPERIENCE                           FACILITATOR                               not                           EXPERIENCE   ...
AND                           LISTENING                           ACTION                                       83Thursday,...
Age of                        Age of      • Until               Entertainment   • mid-1980s      Dialogue                 ...
Shift in what we value             Less             Creating Brand Awareness    More             One Way                  ...
What if we     prioritized     advertising budgets     like this?                           86Thursday, 18 October, 12    ...
Brand Experience                           Engagement                            Awareness                                ...
Hunters + Their Tasks                                                        Gatherers          Content / Customer Service...
So where do we go from here?                           89Thursday, 18 October, 12        89
“a well defined                     problem is 90%                         solved”                                       9...
Insight         Strategy           Desire          Storytelling           Utility         Software                        ...
Thank You                             @mattdipaola                                 92Thursday, 18 October, 12             ...
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Why advertising is broken

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Transcript of "Why advertising is broken"

  1. 1. 1Thursday, 18 October, 12 1
  2. 2. Why Advertising is Broken 2Thursday, 18 October, 12 2
  3. 3. 3Thursday, 18 October, 12 3
  4. 4. What is desirable to Capabilities clients & Culture consumers Innovation What is possible What is viable with technology in the marketplace Infrastructure 4Thursday, 18 October, 12 4
  5. 5. A brief recap on traditional advertising 5Thursday, 18 October, 12 5
  6. 6. 6Thursday, 18 October, 12 6
  7. 7. 7Thursday, 18 October, 12 7
  8. 8. 8Thursday, 18 October, 12 8
  9. 9. 9Thursday, 18 October, 12 9
  10. 10. OR not AND 10Thursday, 18 October, 12 10
  11. 11. 11Thursday, 18 October, 12 11
  12. 12. 12Thursday, 18 October, 12 12
  13. 13. 13Thursday, 18 October, 12 13
  14. 14. 14Thursday, 18 October, 12 14
  15. 15. WE ARE REALLY EFFICIENT AT BUILDING AWARENESS FOR STUFF PEOPLE DON’T GIVE A #%^@ ABOUT 15Thursday, 18 October, 12 15
  16. 16. 16Thursday, 18 October, 12 16
  17. 17. 17Thursday, 18 October, 12 17
  18. 18. Paid Owned Earned 18Thursday, 18 October, 12 18
  19. 19. 19Thursday, 18 October, 12 19
  20. 20. Rise of Social Currency 20Thursday, 18 October, 12 20
  21. 21. TV as the conversation 21Thursday, 18 October, 12 21
  22. 22. Media Multi-tasking in the Living Room 22Thursday, 18 October, 12 22
  23. 23. Media Multi-tasking in Retail 23Thursday, 18 October, 12 23
  24. 24. Digitally Empowered Employees 24Thursday, 18 October, 12 24
  25. 25. M-Commerce 25Thursday, 18 October, 12 25
  26. 26. Location as the Primary target 26Thursday, 18 October, 12 26
  27. 27. Physical Recognition 27Thursday, 18 October, 12 27
  28. 28. Gesture-Based Interaction 28Thursday, 18 October, 12 28
  29. 29. 29Thursday, 18 October, 12 29
  30. 30. RELEVANCE not AWARENESS 30Thursday, 18 October, 12 30
  31. 31. Now What? 31Thursday, 18 October, 12 31
  32. 32. A Day in the Life Before Work 32Thursday, 18 October, 12 32
  33. 33. 33Thursday, 18 October, 12 33
  34. 34. A Day in the Life At Work 34Thursday, 18 October, 12 34
  35. 35. A Day in the Life After Work / before home 35Thursday, 18 October, 12 35
  36. 36. A Day in the Life After Work / At home 36Thursday, 18 October, 12 36
  37. 37. AND not OR 37Thursday, 18 October, 12 37
  38. 38. So what. Why is it broken? 38Thursday, 18 October, 12 38
  39. 39. 39Thursday, 18 October, 12 39
  40. 40. Anthropology is Timeless 40Thursday, 18 October, 12 40
  41. 41. 41Thursday, 18 October, 12 41
  42. 42. 42Thursday, 18 October, 12 42
  43. 43. 150 43Thursday, 18 October, 12 43
  44. 44. Dunbar’s number 44Thursday, 18 October, 12 44
  45. 45. HUNTERS GATHERERS 45Thursday, 18 October, 12 45
  46. 46. 46Thursday, 18 October, 12 46
  47. 47. 47Thursday, 18 October, 12 47
  48. 48. Shared Lifestage experience Hobbies 48Thursday, 18 October, 12 48
  49. 49. 49Thursday, 18 October, 12 49
  50. 50. 50Thursday, 18 October, 12 50
  51. 51. 51Thursday, 18 October, 12 51
  52. 52. 52Thursday, 18 October, 12 52
  53. 53. 53Thursday, 18 October, 12 53
  54. 54. 54Thursday, 18 October, 12 54
  55. 55. 55Thursday, 18 October, 12 55
  56. 56. 56Thursday, 18 October, 12 56
  57. 57. Understanding & Predicting our Hunting & Gathering Instincts is the opportunity. 57Thursday, 18 October, 12 57
  58. 58. We are in control We want everything on DEMAND 58Thursday, 18 October, 12 58
  59. 59. Active, not Passive Sharing, Passive Ac*ve Par*cipa*ng Crea*ng cura*ng 59Thursday, 18 October, 12 59
  60. 60. Awareness Consideration Preference Action Loyalty 60Thursday, 18 October, 12 60
  61. 61. 61Thursday, 18 October, 12 61
  62. 62. 62Thursday, 18 October, 12 62
  63. 63. We are the Medium Passive How our messaging effects them “Who we’ll reach” Participatory Creative is end point What they do with it “Who they’ll reach” Creative is only the beginning 63Thursday, 18 October, 12 63
  64. 64. Marketing is a Conversation Campaign Mentality Execute the Plan Always On Newsroom Mentality Listening & Adapting to the unplanned Defend of the brand Rely on major innovations Facilitator of brand worthy behaviour Power of the tagline Importance of small innovations, often consumer-driven Power of relevancy 64Thursday, 18 October, 12 64
  65. 65. 65Thursday, 18 October, 12 65
  66. 66. What if we start with the first 150 instead of the mass reach 66Thursday, 18 October, 12 66
  67. 67. CW&T 67Thursday, 18 October, 12 67
  68. 68. #WantAnR8 68Thursday, 18 October, 12 68
  69. 69. What if we help the hunters with their hunt? 69Thursday, 18 October, 12 69
  70. 70. 70Thursday, 18 October, 12 70
  71. 71. What if we made it easier for the gatherers with Content APIs? 71Thursday, 18 October, 12 71
  72. 72. 72Thursday, 18 October, 12 72
  73. 73. We considered our“owned” audiencesalongside our“rented media”audiences? 73Thursday, 18 October, 12 73
  74. 74. We listened 74Thursday, 18 October, 12 74
  75. 75. We valued Utility > Advertising 75Thursday, 18 October, 12 75
  76. 76. We created & distributed content based on Listening + Relevance + Utility 76Thursday, 18 October, 12 76
  77. 77. ADD VALUE not NOISE 77Thursday, 18 October, 12 77
  78. 78. ACTION not AWARENESS 78Thursday, 18 October, 12 78
  79. 79. REACTIONS not REACH 79Thursday, 18 October, 12 79
  80. 80. When we do that, they will tell their friends 80Thursday, 18 October, 12 80
  81. 81. 81Thursday, 18 October, 12 81
  82. 82. EXPERIENCE FACILITATOR not EXPERIENCE DISRUPTOR 82Thursday, 18 October, 12 82
  83. 83. AND LISTENING ACTION 83Thursday, 18 October, 12 83
  84. 84. Age of Age of • Until Entertainment • mid-1980s Dialogue • Next 2-5 mid-1960s to now years • 1960s – • Now 1980s Age of Age of Age of Interruption Engagement Partnership 84Thursday, 18 October, 12 84
  85. 85. Shift in what we value Less Creating Brand Awareness More One Way Creating Brand Action Major Mass Media Marketing as facilitation Media/Campaign Centric Interrupt & Repeat (GRPs) Where consumers want to connect When consumers want to connect Engagement 85Thursday, 18 October, 12 85
  86. 86. What if we prioritized advertising budgets like this? 86Thursday, 18 October, 12 86
  87. 87. Brand Experience Engagement Awareness 87Thursday, 18 October, 12 87
  88. 88. Hunters + Their Tasks Gatherers Content / Customer Service / Technology & (Advocates & Enablement / Ratings & Reviews Influencers) Socially Mass Media Earned Owned enabled storytelling 88Thursday, 18 October, 12 88
  89. 89. So where do we go from here? 89Thursday, 18 October, 12 89
  90. 90. “a well defined problem is 90% solved” 90Thursday, 18 October, 12 90
  91. 91. Insight Strategy Desire Storytelling Utility Software 91Thursday, 18 October, 12 91
  92. 92. Thank You @mattdipaola 92Thursday, 18 October, 12 92
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