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What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
What's the future of advertising?
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What's the future of advertising?

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This is a presentation I gave on June 9, 2008 to the Minneapolis outpost of the Miami Ad School. The topic was "What's the future of advertising?" I question whether we can even define advertising at …

This is a presentation I gave on June 9, 2008 to the Minneapolis outpost of the Miami Ad School. The topic was "What's the future of advertising?" I question whether we can even define advertising at all today, and offer some different ways of thinking about the industry and a future career in it.

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  • 1. Miami Ad School | Minneapolis Monday, June 09, 2008 What’s the future of advertising? Presented by Tim Brunelle Creative Commons Attribution & Non-Commercial License
  • 2. A better question might be
  • 3. What’s advertising?
  • 4. What makes up advertising today? _Strategy & Effect _Business models + compensation _Creativity + Ideas _Media _Role of the consumer
  • 5. 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.
  • 6. Let’s take a brief step back
  • 7. 1978
  • 8. TV 3 networks
  • 9. 91% reach http://library.duke.edu/digitalcollections/adaccess/radio-tv.html
  • 10. That world no longer exists
  • 11. AWARENESS ENGAGEMENT RESEARCH CONSIDERATION PURCHASE
  • 12. AWARENESS THEN ENGAGEMENT RESEARCH CONSIDERATION PURCHASE
  • 13. NOW PHOTO: SU-LIN
  • 14. Something is dramatically different with marketing and advertising today.
  • 15. That “it” is: social media social networking crowd sourcing blogging micro blogging sharing commenting embedding linking tagging posting rating participation conversation
  • 16. 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”
  • 17. 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).
  • 18. What’s advertising? PHOTO: SU-LIN
  • 19. Advertising 2.0 = TIME = PERSONAL
  • 20. Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency
  • 21. Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency _Ongoing content vs. Campaign production
  • 22. http://www.uniqlo.jp/uniqlock/
  • 23. 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
  • 24. Advertising 2.0 = PERSONAL _Human voice vs. Corporate
  • 25. Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful
  • 26. Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful _It involves. It is inter-active
  • 27. Advertising 2.0 = MORE WORK = MORE $$$
  • 28. Advertising 2.0 = MORE WORK, MORE $$$ _More “advertising” jobs, more tasks, more time _Redefinition of what’s “creative” _Redefining perceptions of scheduling, production budgets, staffing levels and strategic importance
  • 29. What should you do to prepare?
  • 30. What should you do to prepare? _Participate +Listen +Acknowledge +Share
  • 31. What should you do to prepare? _Participate +Listen +Acknowledge +Share _Diversify +Experiment +Elaborate & Mutate +Be fearless
  • 32. What’s advertising?
  • 33. What’s the future of advertising?
  • 34. It’s up to you.
  • 35. timbrunelle.com Creative Commons Attribution & Non-Commercial License

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