What's the future of advertising?

Miami Ad School | Minneapolis Monday, June 09, 2008 What’s the future of advertising? Presented by Tim Brunelle Creative Commons Attribution & Non-Commercial License

A better question might be

What’s advertising?

What makes up advertising today? _Strategy & Effect _Business models + compensation _Creativity + Ideas _Media _Role of the consumer

What makes up advertising today? _Strategy & Effect _Business models + compensation _Creativity + Ideas _Media _Role of the consumer Each of these categories is fertile ground for radical new thinking that’s redeﬁning the industry.

Let’s take a brief step back

1978

TV 3 networks

91% reach http://library.duke.edu/digitalcollections/adaccess/radio-tv.html

That world no longer exists

AWARENESS ENGAGEMENT RESEARCH CONSIDERATION PURCHASE

AWARENESS THEN ENGAGEMENT RESEARCH CONSIDERATION PURCHASE

NOW PHOTO: SU-LIN

Something is dramatically different with marketing and advertising today.

That “it” is: social media social networking crowd sourcing blogging micro blogging sharing commenting embedding linking tagging posting rating participation conversation

That “it” is: Business Week (Mar 3, 2008) “Consumer Vigilantes” “Callaway put his Cingular complaint to music and posted it on YouTube (left) Comcast customer Salup has decided blogs are the best bet for getting action (middle) Dee started firing off e-mails to US Airways brass while waiting for hours on a runway”

There’s something there, there. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online population.” July 2006: Pew Internet study, “The State of Blogging” Technorati currently states it is tracking over 112.8 million blogs (April, 2007). “120,000 new blogs are created every day.” 21,157 results for books tagged for “social media” at Amazon (April 2008).

What’s advertising? PHOTO: SU-LIN

Advertising 2.0 = TIME = PERSONAL

Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency

Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency _Ongoing content vs. Campaign production

http://www.uniqlo.jp/uniqlock/

Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency _Ongoing content vs. Campaign production _Media is location agnostic, but context centric

Advertising 2.0 = PERSONAL _Human voice vs. Corporate

Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful

Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful _It involves. It is inter-active

Advertising 2.0 = MORE WORK = MORE $$$

Advertising 2.0 = MORE WORK, MORE $$$ _More “advertising” jobs, more tasks, more time _Redefinition of what’s “creative” _Redefining perceptions of scheduling, production budgets, staffing levels and strategic importance

What should you do to prepare?

What should you do to prepare? _Participate +Listen +Acknowledge +Share

What should you do to prepare? _Participate +Listen +Acknowledge +Share _Diversify +Experiment +Elaborate & Mutate +Be fearless