Whats The Future Of Advertising Miami Ad School June08

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Whats The Future Of Advertising Miami Ad School June08

  1. 1. Miami Ad School | Minneapolis Monday, June 09, 2008 What’s the future of advertising? Presented by Tim Brunelle Creative Commons Attribution & Non-Commercial License
  2. 2. A better question might be
  3. 3. What’s advertising?
  4. 4. What makes up advertising today? _Strategy & Effect _Business models + compensation _Creativity + Ideas _Media _Role of the consumer
  5. 5. What makes up advertising today? _Strategy & Effect _Business models + compensation _Creativity + Ideas _Media _Role of the consumer Each of these categories is fertile ground for radical new thinking that’s redefining the industry.
  6. 6. Let’s take a brief step back
  7. 7. 1978
  8. 8. TV 3 networks
  9. 9. 91% reach http://library.duke.edu/digitalcollections/adaccess/radio-tv.html
  10. 10. That world no longer exists
  11. 11. AWARENESS ENGAGEMENT RESEARCH CONSIDERATION PURCHASE
  12. 12. AWARENESS THEN ENGAGEMENT RESEARCH CONSIDERATION PURCHASE
  13. 13. NOW PHOTO: SU-LIN
  14. 14. Something is dramatically different with marketing and advertising today.
  15. 15. That “it” is: social media social networking crowd sourcing blogging micro blogging sharing commenting embedding linking tagging posting rating participation conversation
  16. 16. That “it” is: Business Week (Mar 3, 2008) “Consumer Vigilantes” “Callaway put his Cingular complaint to music and posted it on YouTube (left) Comcast customer Salup has decided blogs are the best bet for getting action (middle) Dee started firing off e-mails to US Airways brass while waiting for hours on a runway”
  17. 17. There’s something there, there. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online population.” July 2006: Pew Internet study, “The State of Blogging” Technorati currently states it is tracking over 112.8 million blogs (April, 2007). “120,000 new blogs are created every day.” 21,157 results for books tagged for “social media” at Amazon (April 2008).
  18. 18. What’s advertising? PHOTO: SU-LIN
  19. 19. Advertising 2.0 = TIME = PERSONAL
  20. 20. Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency
  21. 21. Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency _Ongoing content vs. Campaign production
  22. 22. http://www.uniqlo.jp/uniqlock/
  23. 23. Advertising 2.0 = TIME _24/7/365, i.e. The 24-Hour Ad Agency _Ongoing content vs. Campaign production _Media is location agnostic, but context centric
  24. 24. Advertising 2.0 = PERSONAL _Human voice vs. Corporate
  25. 25. Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful
  26. 26. Advertising 2.0 = PERSONAL _Human voice vs. Corporate _It’s got to be useful _It involves. It is inter-active
  27. 27. Advertising 2.0 = MORE WORK = MORE $$$
  28. 28. Advertising 2.0 = MORE WORK, MORE $$$ _More “advertising” jobs, more tasks, more time _Redefinition of what’s “creative” _Redefining perceptions of scheduling, production budgets, staffing levels and strategic importance
  29. 29. What should you do to prepare?
  30. 30. What should you do to prepare? _Participate +Listen +Acknowledge +Share
  31. 31. What should you do to prepare? _Participate +Listen +Acknowledge +Share _Diversify +Experiment +Elaborate & Mutate +Be fearless
  32. 32. What’s advertising?
  33. 33. What’s the future of advertising?
  34. 34. It’s up to you.
  35. 35. timbrunelle.com Creative Commons Attribution & Non-Commercial License

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