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

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

  • Is the future of storytelling the future for advertising?Paddy Adams, Strategy Director
  • Is the future of storytelling the future for advertising?Paddy Adams, Strategy Director
  • Advertising used to be pretty easy...
  • Then digital came along...
  • 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
  • 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
  • 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
  • Information vs. attention
  • Advertising Storytelling
  • The upside is more...1. SOPHISTICATION 2. FEEDBACK
  • The upside is more...1. SOPHISTICATION 2. FEEDBACK
  • “ 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
  • Digital embedded in everyday life
  • 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
  • e.g. The Lynx Stream app
  • e.g. Jay-Z with Bing
  • ‘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
  • The upside is more...1. SOPHISTICATION 2. FEEDBACK
  • Applause
  • ApplauseRatings
  • ApplauseRatings Sales
  • Sharing Emails Mentions ApplauseClicks Tweets Ratings SMS Dwell-time SalesCookies Searches Likes
  • e.g. The Old Spice Guy videos
  • “ 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
  • e.g. Nissan’s Heroes sponsorship
  • 30  
  • Getting into the world of algorithmic planning
  • ‘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
  • 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
  • Any questions?PAdams@mgomd.com