The future of advertising isn't advertising

•

79 likes•6,197 views

Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.

Business

“an inherently unethical and, frankly,
poisonous endeavor that sees people
as sheep to be manipulated, that
vaunts style over substance, and
deems success to be winning awards.
Peter Merholz, Adaptive Path

“Ideas that do”
Stop communicating
products & start making
communication products
Gareth Kay, Goodby Silverstein & Partners

mass media model
client
big fat media
channel
Ad creative Media buyer

client Agency
media
buyer
channel
Digital
media
buyer
channel
Agency
channel
channel
channelchannel
channel
Digital
agency
Agency
channel
channel
channel
channel
channelchannel
channel
fragmented media model

earned media model
client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media
buyer
Agency
Agency

client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media
buyer
Agency
Agency
networked media model
Agency

er....yes
is the traditional
advertising model dead?

the distintermediation of
media buyers
...and a new advertising model
that isn’t advertising
...and media owners

“the audience is prepared to take the
huge trouble to be styled and
photographed and upload their
picture for consideration to be
included in the site – it’s an incredibly
intimate form of engagement.”
Juliet Warkentin, WGSN

visitors
countries
av. time on site
press coverage reach
paid media budget
increase in trenchcoat sales
333,00
191
5.5 mins
£6.8m
£0
85%
in 3 months

rich
social
transactional
useful
direct
measurable (launch and learn)

mass media
interruptive
one-directional
mediated
tried formats
based on faith
old model
networked media
earned (useful)
participatory
direct
new formats
measurable
new model

“advertising and marketing agencies
can evolve their practices to
appropriately engage in user
experience problems, I believe that
the industry’s DNA simply cannot
support such mutations.”
.Peter Merholz, Adaptive Path

unknown problem
fast, agile
user-focused
multi-disciplinary
new culture
known problem
slow, linear
sales-focused
comms solution
old culture

Experience Design will
become the master
discipline for businesses
that want to be good at
selling stuff.
Russell Davies, Head of Planning, Ogilvy

m
ass
m
edia
fragm
ented
m
edia
earned
m
edia netw
orked
m
edia
+
services
most ad
agencies
smart ad
agencies
agencies that don’t
call themselves ad
agencies

thank you
William Owen
@wdowen
william@madebymany.com
http://madebymany.com

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The future of advertising isn't advertising

2. is the traditional model dead?

3. “an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards. Peter Merholz, Adaptive Path

4. making useful stuff selling stuff

5. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners

6. why?

7. mass media model client big fat media channel Ad creative Media buyer

8. client Agency media buyer channel Digital media buyer channel Agency channel channel channelchannel channel Digital agency Agency channel channel channel channel channelchannel channel fragmented media model

9. earned media model client channel Agency channel channel channel channel channelchannel Agency Media buyer Agency Agency

10. client channel Agency channel channel channel channel channelchannel Agency Media buyer Agency Agency networked media model Agency

11. er....yes is the traditional advertising model dead?

12. the distintermediation of media buyers ...and a new advertising model that isn’t advertising ...and media owners

13.

14.

15.

16.

17.

18.

19.

20. “the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.” Juliet Warkentin, WGSN

21. visitors countries av. time on site press coverage reach paid media budget increase in trenchcoat sales 333,00 191 5.5 mins £6.8m £0 85% in 3 months

22. rich social transactional useful direct measurable (launch and learn)

23. mass media interruptive one-directional mediated tried formats based on faith old model networked media earned (useful) participatory direct new formats measurable new model

24. great big cultural shift

25. “advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.” .Peter Merholz, Adaptive Path

26. unknown problem fast, agile user-focused multi-disciplinary new culture known problem slow, linear sales-focused comms solution old culture

27. Experience Design will become the master discipline for businesses that want to be good at selling stuff. Russell Davies, Head of Planning, Ogilvy

28. m ass m edia fragm ented m edia earned m edia netw orked m edia + services most ad agencies smart ad agencies agencies that don’t call themselves ad agencies

29. thank you William Owen @wdowen william@madebymany.com http://madebymany.com

The future of advertising isn't advertising

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