Future of advertising 2008

1. Is « Social Advertising »
the future of advertising ?

2. Media Shift
• 13,500 radio stations (4,400 in 1960)
• 17,300 magazine titles (8,400 in 1960)
• 82.4 TV channels per home (5.7 in 1960)
• Web/Mobile:
– Millions of sites and social applications (0 in 1960)
– Billions of Mobile phones (0 in 1960)

3. Social Ads are not about Facebook,
MySpace or Social applications
They are about a huge transformation in
consumer habits (UGC)

4. Social Economy
• Customer knowledge is replacing producer knowledge
• If real power is given to consumers, meaning finishing
the product, cancel out the intermediaries, change
models and fix prices, are we not already in Social
Economy?
Xavier Comtesse
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5. What is “Social Advertising” ?
• Traditional creative agencies tell stories
about your brand
• Traditional Media agencies buy time to
allow these stories to be told
• But it’s your consumers who tell the most
powerful stories about your brand

6. Old fashion
A

7. A
Social network

8. The business model
• Marketers will pay to reach and
influence valuable targets
• Each person will have their own
“Personal Media”
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9. The paradigm
• Consumers are looking for greater personal
relevance in the media they consume
• Context-driven or collaboratively filtered
services like Google’s contextual links and
Amazon’s recommendations don’t feel
personal, even though they are personalized
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10. The right Way
• In social media, marketers need to understand
where their brands intersect with the passion points
of their consumers.
• In most cases, brands can craft the framework of a
campaign, but the customization of content and the
dialogue around the campaign will be up to the
consumer
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11. Social Consumer 2.0 actions
• Meeting
• Connecting
• Organizing
• Sharing
• Collaborating

12. Social Consumer 2.0 typology
• Co creator
• Co design
• Creative
• Cash incentive
• Community

13. Social Advertising factors
• Make your customers famous
– Attention = Engagement
• Let the consumers appropriate the brand
• Give them the means to communicate and
recount stories about your product

14. I am now a Digital Media
• I am an editor
• I have an influence, I want to be influential
• I share my thoughts, my experience
• I create value for products I like
• I monetize my digital life

15. The big revolution
• Advertising now pays targeted users &
their communities, less mass media
– Free Mobile minutes
– Credit
– Free subscription TV network, etc…
– Cash

16. Thanks you
Pascal Rossini
CEO Ads-click
www.pascalrossini.com
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