Paddy Adams: Is the future of storytelling the future for advertising?

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Paddy Adams, Director of Strategy at Manning Gottlieb OMD explores the future of storytelling at Power to the Pixel's Cross-Media Forum, London 2011

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Paddy Adams: Is the future of storytelling the future for advertising?

  1. 1. Is the future of storytelling the future for advertising?Paddy Adams, Strategy Director
  2. 2. Is the future of storytelling the future for advertising?Paddy Adams, Strategy Director
  3. 3. Advertising used to be pretty easy...
  4. 4. Then digital came along...
  5. 5. An explosion of information and content Over 1bn daily searches on Google 240m tweets a day Encyclopaedia Britannica:500,000 entries; Over half the UKWikipedia: 15m on Facebook (91% Londoners) 48 hours of content uploaded to YouTube every minute
  6. 6. e.g. The world’s biggest photo libraries Facebook (4% of all the photos ever taken) Flickr Instagram US Library of CongressSource: JKR Design Gazette
  7. 7. e.g. The world’s biggest photo libraries Flickr Instagram Facebook US Library (4% of all the photos ever taken) of Congress Flickr Instagram US Library of CongressSource: JKR Design Gazette
  8. 8. Information vs. attention
  9. 9. Advertising Storytelling
  10. 10. The upside is more...1. SOPHISTICATION 2. FEEDBACK
  11. 11. The upside is more...1. SOPHISTICATION 2. FEEDBACK
  12. 12. “ The challenge is how do we use a medium that already shares three of our five senses -- eyes, ears, and a mouth -- along with geo-location, color video, and a nearly-always-on Web connection, to ” accomplish the job Andrew Savikas, Tools of Change for Publishing, 2009
  13. 13. Digital embedded in everyday life
  14. 14. Projected surge in IP-connected devices 60 Installed Base (M Units) UK 2010 2015 50 48.3 40 30.7 30 27.1 20 20 17 17 16.8 10 1.3 1.5 1.3 0 Smartphones Connected TV BD Players Games Tablets ConsolesSource: Futuresource Consulting Ltd
  15. 15. e.g. The Lynx Stream app
  16. 16. e.g. Jay-Z with Bing
  17. 17. ‘New’ medi a planning ! planning!‘ Old’ media Participan t!Spectator! A story!A message! Evolving s tory! ent! Fixed cont Little rep etition be ss tween ntent acro media! Re peating co media! Deep conte nt! ontent! Limited depth of c
  18. 18. The upside is more...1. SOPHISTICATION 2. FEEDBACK
  19. 19. Applause
  20. 20. ApplauseRatings
  21. 21. ApplauseRatings Sales
  22. 22. Sharing Emails Mentions ApplauseClicks Tweets Ratings SMS Dwell-time SalesCookies Searches Likes
  23. 23. e.g. The Old Spice Guy videos
  24. 24. “ Were looking at whos written those comments, what their influence is and what comments have the most potential for helping us create new content. The social media guys and script writers are collaborating to make that call in real time. We have people shooting and were editing it as it happens. Then the social media guys are looking ” at how to get that back out around the web...in real time. Iain Tait, Wieden + Kennedy 2010
  25. 25. e.g. Nissan’s Heroes sponsorship
  26. 26. 30  
  27. 27. Getting into the world of algorithmic planning
  28. 28. ‘New’ medi a planning ! planning!‘ Old’ media Participan t!Spectator! A story!A message! Evolving s tory! ent! Fixed cont Little rep etition be t across media! tween Repeat ing conten media! Deep conte nt! f content! Limit ed depth o Real time and respon sive ! e a v e! Launch & l
  29. 29. In summary... •  Information overload means attention is at a premium •  Increasingly sophisticated use of context •  Real time, comprehensive feedback allows stories to evolve •  Algorithmic planning will mean constant optimisation
  30. 30. Any questions?PAdams@mgomd.com

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