&art   science           advertising 3.0       presented by       the ZOO at Google YouTube
digital revolution
digital revolution         everything’s changing faster
audience behavior has  changed as wellso why did I come to google | youtube?
audience behavior has  changed as welltraditionalso why did I come to google | youtube?advertising aloneno longer works
invention, innovationorchestration and the useradvertising 3.0
so why did I come to google | youtube?the target user
it’s not |about the audience anymoreso why did I come to google youtube?the target user
it’s not |about the audience anymoreso why did I come to google youtube?                 it’s about people using advertisi...
to be entertainedto be informedto be provided utility
how do we see it?
brands don’tsell brands,
brands don’t sell brands,people sell brands
meet Walt
meet Walt   the ad test dummy
emotionmentalityvolitionconscienceself consciousness
he feelsemotionhe thinksmentalityhe choosesvolitionconscience and standardshe has normshe can pick himself out in a mirror...
and the traditional approach to advertising to Walt...
otta have this car!You g
messageemotion
emotion   self-consciousness
Is this car really me?emotion                    self-consciousness
viewpoint                        norms and standards                                frame of referencementality           ...
viewpoint                        norms and standards                                frame of referencementality           ...
conscience
I’m Sold!
and if we do our job right.
and if we do our job right. Walt will tell even more friends.
our job...
rand                       b                      e es       ssive     pa rs                  tiv t                c ca   ...
how?
brand attributes
brand attributes    target audience
brand attributes                        target audiencedigital behaviors
brand attributes                                target audiencedigital behaviors                    digital strategy
successful campaigns arenot just aboutselling stuffor creating more unwanted noise.
it’s aboutcreating somethingthat enhances life
it’s aboutcreating somethingthat enhances life             that is memorable, that delights, inspires             and surp...
five big   advertising 3.0 opportunities
five big   advertising 3.0 opportunities1   social: creating time, not buying time
five big   advertising 3.0 opportunities1   social: creating time, not buying time2   video: live streaming video; online ...
five big   advertising 3.0 opportunities1   social: creating time, not buying time2   video: live streaming video; online ...
five big   advertising 3.0 opportunities1   social: creating time, not buying time2   video: live streaming video; online ...
five big   advertising 3.0 opportunities1   social: creating time, not buying time2   video: live streaming video; online ...
remember the mobile phone?
remember the mobile phone?            it used to be        about convenient         communication
now we can talk to it
we see through it
and we even learn with it
but users won’t stop there          they want more...
augmented humanity
and it’s not just annotating
so whadayagonna doabout it?
listen to the user         visualize the data
put ’em on the map
let’em learnabout yourbrand
make your brand, their brand
give the user a stage
do you know this young man?
the mostpopular manon youtuberyan higaviews: 135,177,211total upload views: 779,400,409subscribers: 3,613,588
youtube stars: the station                                    YouTube’s most popular partners collaborating on sketches, m...
helping to increase sales of the           Sienna by 18.5 percent through           November, double the industry         ...
tap into the zeitgeist
YouTube                              StarsHauling / YouTube Community
YouTubeStars
“you don’t have to spend the money and youstill get the thrill – it’s like shopping porn”– Kit Yarrow, PHD, Consumer Psych...
let’em discover
real time gratification           tipp-ex “hunter vs bear”           35M since august
spread the fun to everyone
from on-premise sponsorship to global audiencelive streaming video               Bonnaroo on-site attendance: 75k total li...
maybelline
Germany               Korea                     Brazil                              harry potter                   and the...
one brand presencemanaged in one placeliving simultaneously on many sites                         and devices
live video     socialconnections               localized map               widget   live chat               coupons       ...
YouTube
OrkutFacebook           YouTube                     Brandsite.com
a global brandmessage
a global brandmessageseamlesslyintegrated withlocal content
one unified experience,across many sitesand devices
linked and managed globallyand localized to regions.
for 60 years people have been           watching
maybe even   dreaming in             third-person
since the camcorder archiving life hasbecome as important as experiencing it
since the camcorder archiving life hasbecome as important as experiencing it     life in narration
never before has there been a placewhere anyone in the world can go andinstantly find and share            a story that    ...
and it all begin at the zoo
what has it become?
what has it become?one of the most powerfulmeans of communicationin the world
Iran Protests / YouTube
VIDEOCRACY
and no matter who you want tomotivate whether you are a brand orand individual             you have a voice
thank youthe zoo at google | youtube
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
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Future of advertising 3.0 Mike Yapp - Google

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Future of advertising 3.0 Mike Yapp - Google

  1. &art science advertising 3.0 presented by the ZOO at Google YouTube
  2. digital revolution
  3. digital revolution everything’s changing faster
  4. audience behavior has changed as wellso why did I come to google | youtube?
  5. audience behavior has changed as welltraditionalso why did I come to google | youtube?advertising aloneno longer works
  6. invention, innovationorchestration and the useradvertising 3.0
  7. so why did I come to google | youtube?the target user
  8. it’s not |about the audience anymoreso why did I come to google youtube?the target user
  9. it’s not |about the audience anymoreso why did I come to google youtube? it’s about people using advertising as a toolthe target user
  10. to be entertainedto be informedto be provided utility
  11. how do we see it?
  12. brands don’tsell brands,
  13. brands don’t sell brands,people sell brands
  14. meet Walt
  15. meet Walt the ad test dummy
  16. emotionmentalityvolitionconscienceself consciousness
  17. he feelsemotionhe thinksmentalityhe choosesvolitionconscience and standardshe has normshe can pick himself out in a mirrorself consciousness
  18. and the traditional approach to advertising to Walt...
  19. otta have this car!You g
  20. messageemotion
  21. emotion self-consciousness
  22. Is this car really me?emotion self-consciousness
  23. viewpoint norms and standards frame of referencementality memory center vocabulary
  24. viewpoint norms and standards frame of referencementality memory center vocabulary
  25. conscience
  26. I’m Sold!
  27. and if we do our job right.
  28. and if we do our job right. Walt will tell even more friends.
  29. our job...
  30. rand b e es ssive pa rs tiv t c ca a o rn we v intotu ie d v a
  31. how?
  32. brand attributes
  33. brand attributes target audience
  34. brand attributes target audiencedigital behaviors
  35. brand attributes target audiencedigital behaviors digital strategy
  36. successful campaigns arenot just aboutselling stuffor creating more unwanted noise.
  37. it’s aboutcreating somethingthat enhances life
  38. it’s aboutcreating somethingthat enhances life that is memorable, that delights, inspires and surprises. something that makes a person want to own it, riff on it, and share it with others...
  39. five big advertising 3.0 opportunities
  40. five big advertising 3.0 opportunities1 social: creating time, not buying time
  41. five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast
  42. five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around
  43. five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world
  44. five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world5 transmedia: the brand experience translated to multiple mediums
  45. remember the mobile phone?
  46. remember the mobile phone? it used to be about convenient communication
  47. now we can talk to it
  48. we see through it
  49. and we even learn with it
  50. but users won’t stop there they want more...
  51. augmented humanity
  52. and it’s not just annotating
  53. so whadayagonna doabout it?
  54. listen to the user visualize the data
  55. put ’em on the map
  56. let’em learnabout yourbrand
  57. make your brand, their brand
  58. give the user a stage
  59. do you know this young man?
  60. the mostpopular manon youtuberyan higaviews: 135,177,211total upload views: 779,400,409subscribers: 3,613,588
  61. youtube stars: the station YouTube’s most popular partners collaborating on sketches, movie parodies, and web series.shaytards charlestrippyThe daily online Hundreds ofreality show featuring thousands of fansYouTube’s larger- follow the dailythan-life family guy, adventures of Charles KassemGtwoShay Carl. Shay is Trippy – a college KassemG is knownset to eat his way grad and social media for outrageous “manthrough Jazz Fest. star who’s built a on the street” huge following of interviews on Venice viewers Beach in addition to AndreasChoice starring The Station’s Make-up and fashion biggest sketch gurus are huge on comedy hits. YouTube and Andrea is The Station’s own Lisa Nova NicePeter fashion reporter. YouTube’s original The Station’s female comedy musical Timothy star, famous for mastermind and DeLaGhetto2 Tim is a rapper/fashion her pop-culture creator of parodies and countless song Channel Views: 14.6M+ fanatic, who’s laying down lyrics one minute, celebrity parodies and impersonations, improvised Total Video Views: 119M+ appearing in a comedy vlog the next, and then and a found of comedy tunes. reviewing new sneakers The Station.
  62. helping to increase sales of the Sienna by 18.5 percent through November, double the industry average for minivans imitation = engagement 8.8 million views since maychanged perceptions sienna swagger wagon = cool
  63. tap into the zeitgeist
  64. YouTube StarsHauling / YouTube Community
  65. YouTubeStars
  66. “you don’t have to spend the money and youstill get the thrill – it’s like shopping porn”– Kit Yarrow, PHD, Consumer Psychologist and author of Gen Buyhauling with elle and blair elle and blair’s videos have been viewed more than 230 million times
  67. let’em discover
  68. real time gratification tipp-ex “hunter vs bear” 35M since august
  69. spread the fun to everyone
  70. from on-premise sponsorship to global audiencelive streaming video Bonnaroo on-site attendance: 75k total live streams: 4.3M average live streams: over 3.6M (day of) average video on demand views within 72 hours of initial live event: over 2.4M *Source: Google internal data- US only, total streams across 3 day festival broadcast) **Source: A/C entertainment
  71. maybelline
  72. Germany Korea Brazil harry potter and the deathly hallows global live streaming of the red carpet premiere18 countries, 8 languages on Youtube, MySpace and Facebook 637,884 live streams
  73. one brand presencemanaged in one placeliving simultaneously on many sites and devices
  74. live video socialconnections localized map widget live chat coupons music
  75. YouTube
  76. OrkutFacebook YouTube Brandsite.com
  77. a global brandmessage
  78. a global brandmessageseamlesslyintegrated withlocal content
  79. one unified experience,across many sitesand devices
  80. linked and managed globallyand localized to regions.
  81. for 60 years people have been watching
  82. maybe even dreaming in third-person
  83. since the camcorder archiving life hasbecome as important as experiencing it
  84. since the camcorder archiving life hasbecome as important as experiencing it life in narration
  85. never before has there been a placewhere anyone in the world can go andinstantly find and share a story that reflects their life experience
  86. and it all begin at the zoo
  87. what has it become?
  88. what has it become?one of the most powerfulmeans of communicationin the world
  89. Iran Protests / YouTube
  90. VIDEOCRACY
  91. and no matter who you want tomotivate whether you are a brand orand individual you have a voice
  92. thank youthe zoo at google | youtube
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