van Waart , P. & Mulder, I. Meaningful Advertising: Pervasive advertising in the experience economy. Presented at the 2nd Workshop on Pervasive Advertising (workshop in conjunction with Informatik 2009, Lübeck, 2 October 2009)

1. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The era of not to persuade,
has just begun
Meaningful Advertising:
Pervasive Advertising
in the Experience Economy
Workshop Pervasive Advertising
Informatik 2009, Lübeck, Germany
Peter van Waart, Rotterdam University of Applied Sciences
Ingrid Mulder, TU Delft

2. no escape from advertising?
nobody wants to escape from
meaningful advertising!
meaningful advertising?

3. experience
human values
meaning
brands,
advertising

4. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience
gonzalovalenzuela@flickr.com

5. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
What is Experience?
Experience = Erlebnis
Meaningful Experience = Erfahrung
gonzalovalenzuela@flickr.com

6. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The Experience Economy
Pine & Gilmore, The Experience Economy, 2000.
Illustration: niculina@flickr.com

7. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience duration
The experience of a hotel stay is more than just sleeping at night. Also the phases
before and after are part of the experience.
During the experience, you interact with the product, service or brand through
touchpoints.
What you will remember is your emotional experience.
Shedroff et.al., Making Meaning, 2006.
illustration: Anita Wheeler, Designing Brand Identity, 2006.

8. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values
electron@flickr.com

9. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values drive behaviour (lifestyle)
Lifestyles
– Play a crucial role in people’s
daily life.
– People present themselves in
social interactions through
consumption of specific
products (fashion, music,
furniture, etc.).
– Members of the same lifestle
group share preferences,
norms and values.
Bourdieu, Distinction, 1984.

10. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Value-based segmentation in brand strategy
The German SIGMA Milieus®

12. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Find your soulmate through matching brans

13. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaning

14. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaning is in the mind of the beholder
• Human beings act toward things on the basis of the meanings that the
things have for them
• These meanings are a product of social interaction in society.
• These meanings are modified through a process of interpretation, which
each individual deploys when dealing with the things that s/he encounters.
George H. Mead.
Mind, Self and Society (1934).
The Philosophy of the Act (1938).

15. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful when adapted to human values
‘the felt tendency toward anything intuitively appraised as good (benificial) or away from gf ul
anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002)
m e a n in
appraisal:
non-intellectual, automatic evaluation of the significance
of a stimulus for one’s personal well-being
Needs Products
Goals Agents (organisations,
Motives groups, brands)
Events
Human values
P. Desmet. Model of product emotions. 2002. TU Delft.

16. Meaningful brands,
meaningful advertising
Collected by Martien Heijmink

17. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Advertising in the era of TV
iv e
pe rs u a s
TV industrial complex ad v e r tis
in g
buy adds
make profit distribute
products
sell more
products
S. Godin. Purple Cow. 2005.

18. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Advertising in the era of Experience Economy
ul
m ea n in g f
in g
ad v e r tis
meaning
human
values brands

19. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Remember…meaning is in the mind of the beholder
• We cannot design an experience, but
we can design for an experience
• Experiences evolve from the
interaction between current stimuli
and personal history and set of
values

20. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful pervasive systems
Those pervasive systems and applications that enhance social capital
as collective goods involving shared goals and values and social
norms of reciprocity, are most usable to be of meaning over time
Carroll, J.M. & Mentis, in: Schifferstein et al., 2008

21. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiences
by addressing people’s:
• intellect
• emotions
• physical experiences
Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.
Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.

22. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiences
by addressing people’s:
• intellect
emotions
• emotions
• physical experiences
intellect physical
(human values) experience

23. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: intellectual interaction
Being creative, distinct from masses

24. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: emotional interaction
Gust bowl
Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.
Mothers and sons emotional connection

25. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: physical interaction
Gestural interfaces empowering brand experience
Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009

26. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Nike+ and iPod as meaningful brand technology

27. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful advertising
• be of meaning for people with your brand
• orchestrate touchpoints for
interaction with and between people
• let touchpoints address people at an
intellectual, emotional and physical level

28. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Peter van Waart
Rotterdam University of Applied Sciences
School of Communication, Media and Information Technologie
p.van.waart@hro.nl
Ingrid Mulder
Delft University of Technology
ID-StudioLab, Faculty of Industrial Design Engineering
i.j.mulder@tudelft.nl