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?'.
William Owen, Strategy director / founder at Made by ManyYou can see the full text of the original presentation to the APA International Content Summit 2010 here http://madebymany.com/blog/my-talk-on-future-advertising-models-at-the-apa2 years ago
The future of advertising isn’t advertisingPresentation Transcript
is the traditional model dead?
“an inherently unethical and, frankly,poisonous endeavor that sees peopleas sheep to be manipulated, thatvaunts style over substance, anddeems success to be winning awards.Peter Merholz, Adaptive Path
mass media model big fat media client Ad creative Media buyer channel
fragmented media model channel channel channel channel channel channel Agency channel channel media client Agency buyer channel Digital channel media Digital Agency buyer agency channel channel channel channel
earned media model Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
networked media model Agency Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
is the traditionaladvertising model dead?er....yes
the distintermediation ofmedia buyers...and media owners...and a new advertising modelthat isn’t advertising
“the audience is prepared to take thehuge trouble to be styled andphotographed and upload theirpicture for consideration to beincluded in the site – it’s an incrediblyintimate form of engagement.”Juliet Warkentin, WGSN
in 3 months visitors 333,00 countries 191 av. time on site 5.5 mins press coverage reach £6.8m paid media budget £0increase in trenchcoat sales 85%
richsocialtransactionalusefuldirectmeasurable (launch and learn)
old model new modelmass media networked mediainterruptive earned (useful)one-directional participatorymediated directtried formats new formatsbased on faith measurable
great bigcultural shift
“advertising and marketing agenciescan evolve their practices toappropriately engage in userexperience problems, I believe thatthe industry’s DNA simply cannotsupport such mutations.”.Peter Merholz, Adaptive Path
old culture new cultureknown problem unknown problemslow, linear fast, agilesales-focused user-focusedcomms solution multi-disciplinary
Experience Design willbecome the masterdiscipline for businessesthat want to be good atselling stuff.Russell Davies, Head of Planning, Ogilvy
ia ed ed e d n t rk o + e ed m m rn ia tw ia s ss g ia ra d e d e n e icm a f e ea ed m rv m m se most ad smart ad agencies that don’t agencies agencies call themselves ad agencies
Anastasiya Barysheva
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