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Death To Online - Advertising, language & the Internet
 

Death To Online - Advertising, language & the Internet

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    Death To Online - Advertising, language & the Internet Death To Online - Advertising, language & the Internet Presentation Transcript

    • DEATHTO ONLINEADVERTISING,LANGUAGE &THE INTERNET
    • 2012 ROCKEDFOR FORWARDTHINKING &INNOVATIVE DIGITALADVERTISING...
    • BUT AN ALTERNATE REALITY OFDIGITAL CREATIVITY EXISTED.
    • WHERE ADVERTISING ON THE INTERNET, LOOKEDA LOT LIKE ADVERTISING BEFORE THE INTERNET.
    • DRIVEN BY NUMBERS...
    • CHANNEL OBSESSED
    • PASSIVE AND ONE WAY
    • BIGGER, LONGER, TEASEREDAND TRAILED, #TAGGED,LIKED, BLIPPED, ON EVERYMEDIA. ‘DIGITAL’ BYCHANNEL, NOT BY DESIGN.
    • WE ARE IN THEMICHAEL BAY AGEOF ADVERTISINGON THE INTERNET.
    • A HI-CONCEPT SMOTHERED IN INSANELEVELS OF TACKED ON EXTRAS.
    • ALL POWERED BY ONE OF THE INTERNETS’TOUCHSTONE DESCRIPTORS
    • “ONLINE”
    • ONLINE IS ONE OF OUR SIMPLESTDESCRIPTORS OF DIGITAL INTERACTION
    • BUT IT’S MEANING IS ROOTED IN THE PAST
    • 1995
    • THIS WAS THE HAIRCUT
    • THIS WAS THE SONG
    • Bill ClintonTHIS WAS THE PRESIDENT
    • AND THIS WAS THE INTERNET
    • AND THIS WAS WHAT YOU DID ON IT
    • THINGS CHANGE.METAPHORSBECOME EXTINCT
    • OUR EXPERIENCE OFTHE INTERNET HAS EVOLVED.
    • 2013
    • THIS IS THE HAIRCUT
    • THIS IS THE SONG
    • Bill ClintonTHIS IS THE PRESIDENT
    • AND THIS IS THE INTERNET
    • 1995: ACCESS2013: UBIQUITYTHE SHIFT:
    • ONLINE = CHANNELTHE INTERNET = TOOL
    • “THE LEAST INTERESTING THINGS ON THEINTERNET ARE THE ADVERTISING ON IT”DAN HON INTERACTIVE CREATIVE DIRECTOR - W+K
    • WHY IS THIS A PROBLEM FOR ADLAND?
    • ONLINE IS ADLANDS’ PAST REPACKAGED
    • WHICH THWARTS IT’S FUTURE.
    • AN NON-IMAGINARY CONVERSATIONWITH ADLANDS FUTURE:
    • “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?”
    • 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”
    • WE’RE USING THE INTERNETTO COMMUNICATE PRODUCTS,NOT CREATING COMMUNICATIONPRODUCTS WITH IT.* *ABRIDGED FROM GARETH KAY - CSOGOODBY SILVERSTEIN & PARTNERS
    • WE NEED TO PUT LESS THINGS
    • .WITH THEINTERNETAND BUILD MORE THINGS
    • HOW?
    • BY ACKNOWLEDGING WEEXIST IN A PERMANENT‘SEMI-INTERNET STATE.’Taken from ‘Photo’s of Hipsters taking photos of food’
    • A SEMI STATUS UPDATING, CHECKING IN,YELPING, INSTAGRAMMING, TWEETING,EMAILING, WIKIPEDING, SNAPCHATTING,GMAILING, EVERNOTING, LIKING, CODING,COMMENTING, GOOGLING, EDITING, READING,VIDEOING, SEARCHING, LOCATING, STATE.
    • WHERE MARKETING HAS TO BENDTO THE INTERNET’S WILL.
    • AUGMENTATION NOT INTERRUPTION
    • "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
    • YOU HAVE TO BUILD IN THE SEMI-INTERNET STATE TOCREATE THE MOST USEFUL WORK (AND THESE AREN’T ADS.)
    • WHERE THE INTERNET ISLIFEBLOOD. THE LUBRICANTOF ANY IDEA.
    • “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
    • MORE THAN ‘CALL TO ACTIONS’
    • #MORETHANJOINTHECONVERSATION
    • “THE PRODUCT IS THE SERVICE IS THE MARKETING”RUSSELL DAVIES - GOVERNMENT DESIGN SERVICE
    • THANKS!@THEKINGMOBWWW.THESOCIETYOFTHESPECTACLE.COMWWW.JDJDENMAN.COM