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The Uberfication of Advertising

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A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.

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The Uberfication of Advertising

  1. 1. Dr Paul Marsden | Media Psychologist | @marsattacks | p.marsden@uniquedigital.net
  2. 2. AD BLOCKERS BOT FRAUD BYRON SHARP AD-POCALYPSE COOKIE DEATH
  3. 3. AD BLOCKERS BOT FRAUD BYRON SHARP COOKIE DEATH AD-POCALYPSE
  4. 4. KEEP CALM SCREEN SPAM IS NOT DEAD YET
  5. 5. 3 LESSONS FROM A UNICORN
  6. 6. $50BN
  7. 7. 1. THE FUTURE IS CONVENIENCE TECH
  8. 8. #ConvenienceTech
  9. 9. #ConvenienceTech Slow & Hard Quick & Easy
  10. 10. Luxe Soothe Glamsquad Caviar Get My Boat Bloom That Urban Sitter Style Seat Taskrabbit Breather Thumbtack Pager Handy Got it! Wag Your Mechanic Push For Pizza Bannerman Washio Instacart Jet Smarter Blade Minibar Eaze Uberfication of Everything
  11. 11. 2011 2012 2013 2014 4,124 672 371392 Funding $(M) https://www.cbinsights.com/research-on-demand-report #ConvenienceTech
  12. 12. #ConvenienceTech
  13. 13. #ConvenienceTech
  14. 14. #ConvenienceTech ‘instant gratification takes too long’ Carrie Fisher
  15. 15. #ConvenienceTech 1980 1985 1990 1995 2000 2005 2010 2015 Mobile Penetration ADD
  16. 16. 12
 secs 8
secs 2000 2013 http://advertising.microsoft.com/en/WWDocs/User/display/cl/researchreport/31966/en/microsoft-attention-spans-research-report.pdf #ConvenienceTech
  17. 17. 100ms = 1%
  18. 18. #ConvenienceTech Content is King Convenience is King
  19. 19. Sponsored Content Sponsoring Content
  20. 20. 2. OWN THE RELATIONSHIP, NOT THE COSTS
  21. 21. Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening. Tom Goodwin
  22. 22. DEMAND (PASSENGERS) SUPPLY (TAXIS) #Intermediation UBER
  23. 23. #Intermediation
  24. 24. #Intermediation
  25. 25. 3. BUSINESS MODEL INNOVATION
  26. 26. TECHNOLOGY IS NOT DISRUPTIVE, BUSINESS MODELS ARE
  27. 27. SUBSCRIPTION FREEMIUM FREE MARKETPLACE SHARE HYPERMARKET EXPERIENCE VIRAL ON-DEMAND ECOSYSTEM #BusinessModelInnovation
  28. 28. #BusinessModelInnovation Hollywood Pitch ‘We’re the Tesla of Advertising’
  29. 29. #BusinessModelInnovation
  30. 30. It starts at home
  31. 31. HIGHER GROUND
 3 LESSONS FROM A UNICORN #ConvenienceTech #Intermediation #BusinessModelInnovation
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A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.

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