THE FUTURE OF ADVERTISING
SOME THOUGHTS FROM THE PRESENT TO PREDICT THE FUTURE OF BRANDS COMMUNICATION
ARE YOU CRAZY OR SOMETHING?
SERIOUSLY, FUTURE PREDICTIONS?
BUT I HAD TO DO THIS PRESENTATION FOR A CONFERENCE. I PROMISE THIS ONE IS INTERESTING, SO KEEP READING!
YEP, I KNOW, SORRY...
LET’S BEGIN ASKING SOME COLLEAGUES FOR THEIR OPINION
NO WORRIES, WE ARE PROFESSIONAL GUESSERS...
84%
72%
71%
OF CONSUMERS SEE
ADVERTISING AS A PART
OF EVERYDAY LIFE
OF CONSUMERS THINK
ADVERTISING IS AN
IMPORTANT PART OF...
WE DA FUCKING BEST!
UNCORK THE BOTTLE AND LET’S GET DRUNK, WE DESERVE IT
THINKS ADVERTISEMENTS
ARE TOTALLY TRUE
DECREASE IN TRUST IN
ADVERTISING IN JUST TWO
YEARS (LOWEST IN HISTORY)
HALF OF ALL ...
WHAT THE HELL IS GOING ON HERE?
DON’T WORRY GUYS, THE INTERNET WILL SAVE US!
IS THE MOST POWERFUL MEDIA TO CONTACT WITH CONSUMERS, RIGHT?
65%
OF CONSUMERS...
BUT TRUST ONLY COMES FROM RECOMMENDATIONS (90%)
Source: The Nielsen Company. Global survey of over 25,000 consumers online...
AND THE AVERAGE CLICKTHROUGH RATE OF DISPLAY ADS IS 0,1%
Source: Doubleclick by Google.
IN OTHER WORDS...
YOU’RE MORE LIKELY TO COMPLETE A NAVY SEAL
TRAINING THAN CLICK A BANNER AD
Source: Solve Media
1.000TWEETS EVERY SECOND
684.478
ITEMS SHARED ON
FACEBOOK EVERY SECOND
48 HRS.
OF VIDEO UPLOADED TO
YOUTUBE EVERY SECOND
3...
0.5% PROPORTION OF
FANS ARE TALKING ABOUT
A BRAND ON FACEBOOK
Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans...
2010: PEPSI CANCELLED ALL ITS TV AND SUPER BOWL ADVERTISING
TO INVEST EVERYTHING ON PEPSI REFRESH PROJECT...
COSTS: BETWEE...
LESSON LEARNED: TRENDS CAN KILL YOU
INTERNET, SOCIAL MEDIA, MOBILE, WEARABLES, 3D PRINTING OR IMMERSIVE EXPERIENCES... NO ...
‘EVERY YEAR THERE IS A NEXT BIG THING. AND FOR THE PAST 10 OR MORE YEARS, WE HAVE BEEN SEEING ALMOST ONE EACH YEAR.’
Sourc...
NOT EVEN ROBERT ZEMECKIS COULD
HEY DOC, ALL OF THIS WAS SUPPOSED TO BE INVENTED IN 2015?
FUCK THE EXPERTS & GURU’S
NOBODY KNOWS SHIT
BUT HEY, LET’S AT LEAST PLACE SOME BETS
SOME PREDICTIONS THAT WILL NOT ELIMINATE THE RISK, BUT WILL INCREASE THE ODDS OF S...
1
BRANDS WILL FOCUS TO
ENTERTAIN LIKE NO BRAND HAS
ENTERTAINED BEFORE
DEFEAT THE INDIFFERENCE BY MAKING THINGS PEOPLE WANT...
2
STORYTELLING WILL EVOLVE
TO STORYDOING
EVERYONE IS TELLING STORIES NOWADAYS.
CREATE EXPERIENCES THAT DEMONSTRATE YOUR BR...
3
GOODNESS STRATEGY IS NO
LONGER ENOUGH. BRANDS WILL
NEED TO FIND THEIR PURPOSE AND
MAKE IT TRULY STRATEGIC
OVERCOME EXPEC...
4
95% of the downloaded apps
are abandoned within a month
JUST BECAUSE YOU WILL BE ABLE
TO MAKE SOMETHING DOESN’T
MEAN YOU...
5
THE BIG DATA STRATEGY WILL
BE THE HOLY GRAIL FOR BRANDS
THE ABILITY TO INFER A PERSON’S CONSUMER HABITS FROM
THEIR MEDIA...
6
THIS IS ABOUT TRIAL AND ERROR.
THAT’S WHY AGENCIES WILL
EMBRACE THE ‘LEAN MODEL’.
‘A BRAND IDEA NEEDS TO BE LEAN AND AGI...
7
CO-CREATION: A POWERFUL
WEAPON FOR BRANDS THAT IS
GROWING UP REALLY FAST
IT IS ALREADY A REALITY (BURBERRY IS THE PERFEC...
8
TRADITIONAL MEDIA WILL HAVE
THE SAME WEIGHT FOR BRANDS
‘DO THIS EXERCISE: GO TO THE SUPERMARKET AND FIND A BRAND THAT
WA...
9
Source B: Grant McCraken - ‘Chief Culture officer’
Mark Barden
THE MAIN ILLNESS FOR BRANDS
IN THE FUTURE WILL BE THE
DIS...
NOW LOOK AT THIS LIGHT AND FORGET EVERYTHING
NOBODY KNOWS THE DAMN FUTURE
ONLY ONE PREDICTION WILL BE 100% TRUE...
GO BACK TO THE BASICS: THE POWER OF CREATIVITY WILL
ALWAYS REMAIN AS THE KEY FACTOR OF SUCCESS
SOCIAL NETWORKS, APPS, INTE...
OVERCOME THE CONSUMER’S INDIFFERENCE WITH AWESOMENESS
AND YOU’LL WRITE THE FUTURE INSTEAD OF PREDICT IT
Credits go to you ...
THIS PRESENTATION HAS BEEN BROUGHT TO YOU BY:
AGUSTIN SORIANO | STRATEGY DIRECTOR
CLICK HERE TO
LEARN MORE
ABOUT ME!
This ...
Future of advertising - Some thoughts from the present to predict the future of brand communication
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Future of advertising - Some thoughts from the present to predict the future of brand communication

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I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...

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Future of advertising - Some thoughts from the present to predict the future of brand communication

  1. THE FUTURE OF ADVERTISING SOME THOUGHTS FROM THE PRESENT TO PREDICT THE FUTURE OF BRANDS COMMUNICATION
  2. ARE YOU CRAZY OR SOMETHING? SERIOUSLY, FUTURE PREDICTIONS?
  3. BUT I HAD TO DO THIS PRESENTATION FOR A CONFERENCE. I PROMISE THIS ONE IS INTERESTING, SO KEEP READING! YEP, I KNOW, SORRY IN ADVANCE FOR THIS
  4. LET’S BEGIN ASKING SOME COLLEAGUES FOR THEIR OPINION NO WORRIES, WE ARE PROFESSIONAL GUESSERS...
  5. 84% 72% 71% OF CONSUMERS SEE ADVERTISING AS A PART OF EVERYDAY LIFE OF CONSUMERS THINK ADVERTISING IS AN IMPORTANT PART OF CULTURE SAY ADVERTISING MAKES THE WORLD A BETTER PLACE Source: The truth about advertising. McCann truth central 2013. 1000 consumers. OF CONSUMERS SAY ADVERTISING GIVES THEM SOMETHING TO TALK ABOUT OF CONSUMERS LOVE ADVERTISING FEEL IF THERE WERE NO ADS, THE WORLD WOULD SEEM A STRANGER PLACE 57% 40% 63%
  6. WE DA FUCKING BEST! UNCORK THE BOTTLE AND LET’S GET DRUNK, WE DESERVE IT
  7. THINKS ADVERTISEMENTS ARE TOTALLY TRUE DECREASE IN TRUST IN ADVERTISING IN JUST TWO YEARS (LOWEST IN HISTORY) HALF OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% FROM 46 ANALIZED CATEGORIES, THERE IS LACK OF DIFFERENTIATION IN 40 OF THEM TRUST IN BRANDS HAS DECREASED FROM 52% TO 25% 3% -24% 20% 25% 2% 13% Source E: Karen Nelson-field & Jennifer Taylor, ‘Facebook fans: a fan for life?’, Admap, may 2012. Seen in Martin Wiegel’s “How to fail” Source A: Lab 42 survey 2013. 500 consumers. Source B: Nielsen trust report 2012. Source C: Enni Romanuik, Byron Sharp: ‘where knowledge of your brand resides: the Pareto share of brand knowledge’. Seen in Martin Wiegel’s “How to fail” Source D&F: John Gerzema, The brand bubble.
  8. WHAT THE HELL IS GOING ON HERE?
  9. DON’T WORRY GUYS, THE INTERNET WILL SAVE US! IS THE MOST POWERFUL MEDIA TO CONTACT WITH CONSUMERS, RIGHT? 65% OF CONSUMERS CHANGED THEIR OPINION ABOUT A BRAND AFTER A DIGITAL EXPERIENCE 96% OF THEM WHERE INFLUENCED WHEN DECIDING ON A PURCHASE Souce: Conversation LLC, Marketing 2020: The future of advertising
  10. BUT TRUST ONLY COMES FROM RECOMMENDATIONS (90%) Source: The Nielsen Company. Global survey of over 25,000 consumers online across more than 50 markets AND CONSUMER OPINIONS (70%) RATHER THAN ADS IN SEARCH ENGINE RESULTS (41%)
  11. AND THE AVERAGE CLICKTHROUGH RATE OF DISPLAY ADS IS 0,1% Source: Doubleclick by Google. IN OTHER WORDS...
  12. YOU’RE MORE LIKELY TO COMPLETE A NAVY SEAL TRAINING THAN CLICK A BANNER AD Source: Solve Media
  13. 1.000TWEETS EVERY SECOND 684.478 ITEMS SHARED ON FACEBOOK EVERY SECOND 48 HRS. OF VIDEO UPLOADED TO YOUTUBE EVERY SECOND 3.600 PHOTOS SHARED ON INSTRAGRAM EVERY SECOND OK, THEN SOCIAL MEDIA IS THE FUTURE FOR BRANDS! THE BIGGEST SHIFT SINCE THE INDUSTRIAL REVOLUTION COMES TO THE RESCUE!* Source A: Buzzz Social Media: The social media revolution 2014 Source B: Mist Media Group: Social and digital media revolution statistics 2013
  14. 0.5% PROPORTION OF FANS ARE TALKING ABOUT A BRAND ON FACEBOOK Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: a fan for life?’, Admap, may 2012 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE Source: wistia.com. Seen in Martin Wiegel’s ‘How to fail’ ONLY 3% RECOGNIZES THAT SOCIAL MEDIA HAS INFLUENCED THEM TO TRY A NEW PRODUCT EMAIL IS NEARLY 40 TIMES MORE EFFECTIVE TO ACQUIRE CUSTOMERS THAN FACEBOOK AND TWITTER COMBINED FACEBOOK'S PAGES PLATFORM REACHES ONLY 6% THE BRAND'S FOLLOWERS Source: Bob Hoffman - The golden age of bullshit Source: Time Magazine, ‘The Free-Marketing Gravy Train Is Over on Facebook’ Source: Bob Hoffman - The golden age of bullshit
  15. 2010: PEPSI CANCELLED ALL ITS TV AND SUPER BOWL ADVERTISING TO INVEST EVERYTHING ON PEPSI REFRESH PROJECT... COSTS: BETWEEN 50 - 100 $M. DROPPED FROM THE 2ND-BEST SELLING SOFT DRINK IN THE US TO 3TH 3.5 MILLION FACEBOOK LIKES 24.000 TWITTER FOLLOWERS 5% LOSS IN MARKET SHARE Source: Pepsi Refresh Project Study case Source: Bob Hoffman - The golden age of bullshit
  16. LESSON LEARNED: TRENDS CAN KILL YOU INTERNET, SOCIAL MEDIA, MOBILE, WEARABLES, 3D PRINTING OR IMMERSIVE EXPERIENCES... NO TECHNOLOGY REPLACES THE CREATIVITY
  17. ‘EVERY YEAR THERE IS A NEXT BIG THING. AND FOR THE PAST 10 OR MORE YEARS, WE HAVE BEEN SEEING ALMOST ONE EACH YEAR.’ Source: Rei Namoto - ‘Why ad agencies should act more like tech startups’ THE FUTURE IS IMPOSSIBLE TO PREDICT
  18. NOT EVEN ROBERT ZEMECKIS COULD HEY DOC, ALL OF THIS WAS SUPPOSED TO BE INVENTED IN 2015?
  19. FUCK THE EXPERTS & GURU’S NOBODY KNOWS SHIT
  20. BUT HEY, LET’S AT LEAST PLACE SOME BETS SOME PREDICTIONS THAT WILL NOT ELIMINATE THE RISK, BUT WILL INCREASE THE ODDS OF SUCCESS. NO FEAR, HERE WE GO!
  21. 1 BRANDS WILL FOCUS TO ENTERTAIN LIKE NO BRAND HAS ENTERTAINED BEFORE DEFEAT THE INDIFFERENCE BY MAKING THINGS PEOPLE WANT INSTEAD OF MAKING PEOPLE WANT THINGS. CONSUMERS WILL ONLY TOLERATE ADVERTISING AND ITS INVASION OF PRIVACY WHEN IT IS ENTERTAINING OR USEFUL. In a stressful society, entertainment is now an important added value Source B: Tom Morton in http://wfoa.wharton.upenn.edu/perspective/tommorton/ • • Source A: Mark Earls and John Willshire in ‘The future od advertising’
  22. 2 STORYTELLING WILL EVOLVE TO STORYDOING EVERYONE IS TELLING STORIES NOWADAYS. CREATE EXPERIENCES THAT DEMONSTRATE YOUR BRAND PURPOSE AND INVITE CONSUMER PARTICIPATION. ADD CREATIVITY TO EXPERIENCES WITH THE OBJECTIVE OF HAVING A SPACE IN CONSUMERS CONVERSATIONS, NOT ONLY IN SOCIAL MEDIA, BUT IN EVERY MEDIA. Credits B: Jesús Melero’s Planning Manifesto Trust in ideas that make stories & find stories that grow ideas.• Credits A: Bart Muskala •
  23. 3 GOODNESS STRATEGY IS NO LONGER ENOUGH. BRANDS WILL NEED TO FIND THEIR PURPOSE AND MAKE IT TRULY STRATEGIC OVERCOME EXPECTATIONS, SURPRISE AND IDENTIFY PEOPLE WHO BELIEVE WHAT YOU BELIEVE. THE GOODNESS STRATEGY IS A TREND NOW, BUT WILL BE A NECESSITY TOMORROW. BUT BE CAREFUL, 2015 WILL BE THE YEAR OF ‘PURPOSE FATIGUE’. BE SURE THAT YOUR PURPOSE IS AUTHENTIC, LIVING THROUGHOUT THE WHOLE BUSINESS, NOT ONLY ON THE MARKETING SIDE. Source B: Walter Susini’s conference at El Sol 2014: ‘We are all Gabo’s sons’ According to Walter Susini, brands with a deeper social purpose showed performance improvements of up to 350%• • Credits A: Luis Miranda
  24. 4 95% of the downloaded apps are abandoned within a month JUST BECAUSE YOU WILL BE ABLE TO MAKE SOMETHING DOESN’T MEAN YOU HAVE TO MAKE IT WITH MOBILE & SOCIAL MEDIA WE HAVE MORE WAYS TO CONTACT AND INTERACT WITH CONSUMERS THAN EVER BEFORE. THIS DOESN’T MEAN THAT YOU WILL SELL MORE WITH THESE TOOLS, AND MORE IMPORTANT, THAT CONSUMERS WANT TO INTERACT WITH YOUR BRAND THROUGH THEM. MOBILE WILL BE ONLY PROFITABLE FOR A VERY FEW BRANDS. Source: Robert Gary, Nuance.com. ‘Why 95% of Mobile Apps are Abandoned— and Tips to Keep Your Apps from Becoming Part of that Statistic’ •
  25. 5 THE BIG DATA STRATEGY WILL BE THE HOLY GRAIL FOR BRANDS THE ABILITY TO INFER A PERSON’S CONSUMER HABITS FROM THEIR MEDIA HABITS AND SERVE MESSAGES ACCORDINGLY WITHOUT LOSING THE HUMAN TOUCH AND CREATIVITY IS LIKELY TO BE THE MAIN GOAL OF BRANDS IN THE NEXT YEARS. Integrating left and right brained approaches (data +creativity) into a unified whole will be the battlefield. Source A: Tom Morton Creadit B: Mark Barden in Medium • •
  26. 6 THIS IS ABOUT TRIAL AND ERROR. THAT’S WHY AGENCIES WILL EMBRACE THE ‘LEAN MODEL’. ‘A BRAND IDEA NEEDS TO BE LEAN AND AGILE. HERE THE LEAN MOVEMENT COMES TO THE RESCUE. THIS MODEL HELPS QUICKLY AND INEXPENSIVELY DEVELOP PRODUCTS/SERVICES PEOPLE WANT. INTRODUCE THE IDEA WITH THE MINIMUM VIABLE THINKING AND WAIT FOR FEEDBACK FROM THE CLIENT’. IMPROVE THE IDEA. INTRODUCE IT AGAIN. KEEP THE LOOP GOING ON. THIS IS A PROCESS THAT IS ALREDY BEING USED IN SOME AGENCIES AND THAT WILL BECOME MAINSTREAM DURING THE NEXT YEARS. ‘The agencies that incorporate Lean methodology and go through a build-measure-learn feedback loop will become the industry leaders’ Source: Andrew Cole - Lean advertising & the age of disruption •
  27. 7 CO-CREATION: A POWERFUL WEAPON FOR BRANDS THAT IS GROWING UP REALLY FAST IT IS ALREADY A REALITY (BURBERRY IS THE PERFECT EXAMPLE) BUT CO- CREATION WILL BE ONE OF THE MOST EFFECTIVE WAYS TO FULFILL THE CONSUMER DEMANDING OF INDIVIDUALIZED EXPERIENCES. ‘CO-CREATION INVOLVES A COMMUNITY OUTSIDE THE COMPANY IN THE IDEATION PHASE OF A NEW PRODUCT/SERVICE DEVELOPMENT.’ Co-creation is also happening between tech companies (Innovation Partnerships), who open the code of their products to be developed and improved by others Source A & B: Stephen Benson - Co-creation: the pathway to innovation Credits C: Luis Miranda interview in Medium.com: ‘demonstrate your value rather than talking about it’ • • •
  28. 8 TRADITIONAL MEDIA WILL HAVE THE SAME WEIGHT FOR BRANDS ‘DO THIS EXERCISE: GO TO THE SUPERMARKET AND FIND A BRAND THAT WAS CREATED ENTIRELY BY ONLINE ADVERTISING.’ IT IS NOT ABOUT THE CHOICE BETWEEN TRADITIONAL OR NEW MEDIA, IT IS ABOUT THE COMBINATION ACCORDING TO YOUR OBJECTIVES: TRADITIONAL MEDIA WILL CREATE DEMAND FOR YOUR BRAND AND DIGITAL MEDIA WILL FULFILL THIS DEMAND. ANY MEDIA WILL CHANGE THIS. PLEASE, STOP TRYING TO KILL TV. Facts: during the 3rd quarter of 2013, the guy on the right saw the 97% of all video content on TV and 3% on Internet. Source A & B: Bob Hoffman- the golden age of bullshit • •
  29. 9 Source B: Grant McCraken - ‘Chief Culture officer’ Mark Barden THE MAIN ILLNESS FOR BRANDS IN THE FUTURE WILL BE THE DISCONNECTION FROM CULTURE GREAT BRANDS ARE LARGELY A MANIFESTATION OF CULTURE. BRANDS LIKE ABERCROMBIE & FITCH, LEVI’S OR ADIDAS ARE LOSING RELEVANCE BECAUSE THEY SUFFERING ARRESTED DEVELOPMENT AND NO LONGER CAPABLE OF CAPTURING PEOPLE’S INTEREST OR SURFING CULTURAL WAVES. MORE THAN EVER, A BRAND WILL NEED A SOCIAL AND CULTURAL IMPACT AND NOT ONLY BE RELEVANT FOR A SMALL GROUP OF PEOPLE. CULTURE EXPERTS WILL BE MORE NECESSARY THAN EVER. Culture is changing faster than ever. Consumers can be part of diverse groups and ethnics. Brands need cultural experts to make brands relevant. Source A: NIgel Hollis - ‘the rise and fall of Abercrombie & Fitch’ • •
  30. NOW LOOK AT THIS LIGHT AND FORGET EVERYTHING NOBODY KNOWS THE DAMN FUTURE
  31. ONLY ONE PREDICTION WILL BE 100% TRUE...
  32. GO BACK TO THE BASICS: THE POWER OF CREATIVITY WILL ALWAYS REMAIN AS THE KEY FACTOR OF SUCCESS SOCIAL NETWORKS, APPS, INTERACTIVE TECHNOLOGY... ALL ARE THE EXPRESSIONS OF A BASIC HUMAN NECESSITY: COMMUNICATION. THIS IS SOMETHING THAT HAS BEEN HAPPENING SINCE THE BEGINNING OF ADVERTISING, BUT THE ONLY WAY TO BE IMPORTANT AND RELEVANT TO PEOPLE’S LIFE IS TO DO REMARKABLE WORK. YOUR BRAND DOESN’T NEED MORE FANS, ENGAGEMENT OR RELATIONS. YOUR BRAND NEEDS MORE GOOD IDEAS.
  33. OVERCOME THE CONSUMER’S INDIFFERENCE WITH AWESOMENESS AND YOU’LL WRITE THE FUTURE INSTEAD OF PREDICT IT Credits go to you here, Martin! •
  34. THIS PRESENTATION HAS BEEN BROUGHT TO YOU BY: AGUSTIN SORIANO | STRATEGY DIRECTOR CLICK HERE TO LEARN MORE ABOUT ME! This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. @asorianoiniesta

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