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The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
The future of advertising isn't advertising
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The future of advertising isn't advertising

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Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.

Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.

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Transcript

  • 1. is the traditional model dead?
  • 2. “an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards. Peter Merholz, Adaptive Path
  • 3. making useful stuff selling stuff
  • 4. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners
  • 5. why?
  • 6. mass media model client big fat media channel Ad creative Media buyer
  • 7. client Agency media buyer channel Digital media buyer channel Agency channel channel channelchannel channel Digital agency Agency channel channel channel channel channelchannel channel fragmented media model
  • 8. earned media model client channel Agency channel channel channel channel channelchannel Agency Media buyer Agency Agency
  • 9. client channel Agency channel channel channel channel channelchannel Agency Media buyer Agency Agency networked media model Agency
  • 10. er....yes is the traditional advertising model dead?
  • 11. the distintermediation of media buyers ...and a new advertising model that isn’t advertising ...and media owners
  • 12. “the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.” Juliet Warkentin, WGSN
  • 13. visitors countries av. time on site press coverage reach paid media budget increase in trenchcoat sales 333,00 191 5.5 mins £6.8m £0 85% in 3 months
  • 14. rich social transactional useful direct measurable (launch and learn)
  • 15. mass media interruptive one-directional mediated tried formats based on faith old model networked media earned (useful) participatory direct new formats measurable new model
  • 16. great big cultural shift
  • 17. “advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.” .Peter Merholz, Adaptive Path
  • 18. unknown problem fast, agile user-focused multi-disciplinary new culture known problem slow, linear sales-focused comms solution old culture
  • 19. Experience Design will become the master discipline for businesses that want to be good at selling stuff. Russell Davies, Head of Planning, Ogilvy
  • 20. m ass m edia fragm ented m edia earned m edia netw orked m edia + services most ad agencies smart ad agencies agencies that don’t call themselves ad agencies
  • 21. thank you William Owen @wdowen william@madebymany.com http://madebymany.com

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