Death To Online - Advertising, language & the Internet

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Death To Online - Advertising, language & the Internet

  1. 1. DEATHTO ONLINEADVERTISING,LANGUAGE &THE INTERNET
  2. 2. 2012 ROCKEDFOR FORWARDTHINKING &INNOVATIVE DIGITALADVERTISING...
  3. 3. BUT AN ALTERNATE REALITY OFDIGITAL CREATIVITY EXISTED.
  4. 4. WHERE ADVERTISING ON THE INTERNET, LOOKEDA LOT LIKE ADVERTISING BEFORE THE INTERNET.
  5. 5. DRIVEN BY NUMBERS...
  6. 6. CHANNEL OBSESSED
  7. 7. PASSIVE AND ONE WAY
  8. 8. BIGGER, LONGER, TEASEREDAND TRAILED, #TAGGED,LIKED, BLIPPED, ON EVERYMEDIA. ‘DIGITAL’ BYCHANNEL, NOT BY DESIGN.
  9. 9. WE ARE IN THEMICHAEL BAY AGEOF ADVERTISINGON THE INTERNET.
  10. 10. A HI-CONCEPT SMOTHERED IN INSANELEVELS OF TACKED ON EXTRAS.
  11. 11. ALL POWERED BY ONE OF THE INTERNETS’TOUCHSTONE DESCRIPTORS
  12. 12. “ONLINE”
  13. 13. ONLINE IS ONE OF OUR SIMPLESTDESCRIPTORS OF DIGITAL INTERACTION
  14. 14. BUT IT’S MEANING IS ROOTED IN THE PAST
  15. 15. 1995
  16. 16. THIS WAS THE HAIRCUT
  17. 17. THIS WAS THE SONG
  18. 18. Bill ClintonTHIS WAS THE PRESIDENT
  19. 19. AND THIS WAS THE INTERNET
  20. 20. AND THIS WAS WHAT YOU DID ON IT
  21. 21. THINGS CHANGE.METAPHORSBECOME EXTINCT
  22. 22. OUR EXPERIENCE OFTHE INTERNET HAS EVOLVED.
  23. 23. 2013
  24. 24. THIS IS THE HAIRCUT
  25. 25. THIS IS THE SONG
  26. 26. Bill ClintonTHIS IS THE PRESIDENT
  27. 27. AND THIS IS THE INTERNET
  28. 28. 1995: ACCESS2013: UBIQUITYTHE SHIFT:
  29. 29. ONLINE = CHANNELTHE INTERNET = TOOL
  30. 30. “THE LEAST INTERESTING THINGS ON THEINTERNET ARE THE ADVERTISING ON IT”DAN HON INTERACTIVE CREATIVE DIRECTOR - W+K
  31. 31. WHY IS THIS A PROBLEM FOR ADLAND?
  32. 32. ONLINE IS ADLANDS’ PAST REPACKAGED
  33. 33. WHICH THWARTS IT’S FUTURE.
  34. 34. AN NON-IMAGINARY CONVERSATIONWITH ADLANDS FUTURE:
  35. 35. “WELL WE’VE DONE SOMEWORK WITH XXXXX WHEREWE MADE THIS GREAT ADAND THEN PUT IT ONLINE”OH.“WHAT SORT OF DIGITAL CAMPAIGNS DOYOU WANT TO CREATE IN THE FUTURE?”
  36. 36. A TRANSLATION: “WE’LL MAKE SOMETHING THAT IS INEFFECT, A TRADITIONAL PIECE OF ADVERTISING, AND THENPUT IT ON THE WEB, AS THE WEB IS ESSENTIALLY A BIGGERMEDIA PLATFORM THAN TV BUT IN THIS CONTEXT, WORKSEXACTLY THE SAME WAY. PEOPLE WILL FIND IT (OF COURSETHROUGH A TRADITIONAL MEDIA CHANNEL) AND SHARE IT.THESE SHARES AND LIKES WILL BE REGARDED IN MUCH THESAME WAYS AS VIEWS ARE IN TV, BUT AMAZINGLY, WE WILLBE ABLE TO SAY THIS IS A DIGITAL PIECE AS IT’S SHEERSCALE OF VIEWS AND ABILITY TO LIVE ‘ONLINE’ WILL BLINDPEOPLE TO IT’S ORIGINS, AND THEREFORE ITS’ LIMITATIONSAS A TRADITIONAL MEDIA FAKING A MODERN APPROACH”
  37. 37. WE’RE USING THE INTERNETTO COMMUNICATE PRODUCTS,NOT CREATING COMMUNICATIONPRODUCTS WITH IT.* *ABRIDGED FROM GARETH KAY - CSOGOODBY SILVERSTEIN & PARTNERS
  38. 38. WE NEED TO PUT LESS THINGS
  39. 39. .WITH THEINTERNETAND BUILD MORE THINGS
  40. 40. HOW?
  41. 41. BY ACKNOWLEDGING WEEXIST IN A PERMANENT‘SEMI-INTERNET STATE.’Taken from ‘Photo’s of Hipsters taking photos of food’
  42. 42. A SEMI STATUS UPDATING, CHECKING IN,YELPING, INSTAGRAMMING, TWEETING,EMAILING, WIKIPEDING, SNAPCHATTING,GMAILING, EVERNOTING, LIKING, CODING,COMMENTING, GOOGLING, EDITING, READING,VIDEOING, SEARCHING, LOCATING, STATE.
  43. 43. WHERE MARKETING HAS TO BENDTO THE INTERNET’S WILL.
  44. 44. AUGMENTATION NOT INTERRUPTION
  45. 45. "IM ANNOUNCING THE DEATH OF THE 30-SECOND TV AD –IT IS TOO LONG, IT IS BULLSHIT... FIVE SECONDS IS THERIGHT LENGTH. ONE OF THE WAYS OF GETTING NOTICED ISTO CHANGE THE STANDARD UNIT OF CONSUMPTION, THATUNIT IS 30 SECONDS AND IT IS BORING."TREVOR BEATTIE - FOUNDER, BMB
  46. 46. YOU HAVE TO BUILD IN THE SEMI-INTERNET STATE TOCREATE THE MOST USEFUL WORK (AND THESE AREN’T ADS.)
  47. 47. WHERE THE INTERNET ISLIFEBLOOD. THE LUBRICANTOF ANY IDEA.
  48. 48. “YOU NEED TO DO MORE THAN JUST PUT A VIDEO ONLINE, BECAUSETHAT ISN’T GOING TO GET YOU ANYWHERE. THERE ARE A MILLION FILMSONLINE. WHY SHOULD ANYBODY WATCH THIS? WE DEFINED A STRATEGYFOR HOW TO TAKE A TRADITIONAL PIECE OF MEDIA AND PUT IT OUT INTOTHE WORLD IN A NATIVELY DIGITAL WAY.”MICHAEL LIEBOWITZ - BIG SPACESHIP
  49. 49. MORE THAN ‘CALL TO ACTIONS’
  50. 50. #MORETHANJOINTHECONVERSATION
  51. 51. “THE PRODUCT IS THE SERVICE IS THE MARKETING”RUSSELL DAVIES - GOVERNMENT DESIGN SERVICE
  52. 52. THANKS!@THEKINGMOBWWW.THESOCIETYOFTHESPECTACLE.COMWWW.JDJDENMAN.COM

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