Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing

transcript

www.mediafuturist.com

Gerd Leonhard

gerd@mediafuturist.com

The Future of Communications,

Advertising and Branding -

Presentation at Effie 2008 Athens June 11

...and w

hat about C

ULTURE?

“What we wish, that we readily believe”Demosthenes

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“In order to succeed, we must first believe that we can.” Nikos Kazantzakis

Broadband in Greece is still slow... but gaining speed

The European Commission: “Broadband is a major Driver of the Economy”

Digital Media Sharing:

We are only at the Beginning!

The rest of this Iceberg will emerge much quicker than

you may think

gleonhard

A real concern but one that will be solved: Privacy

Because the Future of Advertising is solidly dependent on getting real information from the Users- voluntarily

Imagine:

You could find people that make a 95% match for your

product or service, and that have agreed to pay attention

They would be interested in hearing from you, and open to

discussing your product or service

They would tell others about your product and transport

your message onward, on your behalf

Markets could be Conversations!

When / how / why do YOU provide information about yourself?

But just ask the kids: they are connected. They share. They make content. They are Media.

W e a r e h e a d i n g i n t o a

B r o a d b a n d C u l t u r e

NarrowbandLinear Interactive

Monologs Conversations

Copyright Usage Right

Advertising Ads = Content Professional Creators User & ‘Usator’ Content

Pay with cash Pay with attention

Push Marketing Pull & Attract by Merit

Own & restrict Share

Media...

B r o a d b a n d

The Marketer’s Mission: Getting Attention in totally new ways

First, let’s forget the word ‘Consumer’

• It’s a 2-way affair now!

•Happy users will now do some of the marketing for you

• Interested users now supply ideas for campaigns

•Engaged users now provide images, videos, text, music...

•Loyal users now want to have conversations with you

•The Internet is finally becoming a ‘social’ and cultural web

where Brands that influence Culture do better

•In 2-3 years, there will be no more offline or online

•The kids are now the Authorities!

2nd: Re-define ‘Advertising’

• Offline and in traditional media, people are skipping and avoiding ads

everywhere (TV); print ad reach is declining, radio stagnates

• Online, people’s attention is very very hard to get (and getting worse) ~

the Attention Deficit Trend is a real challenge

•The web is essentially forcing us to reinvent advertising

• CPMs in social networks are still terrible (15 cents USD!!)

• We must can come up with Ads that provide VALUE, RELEVANCE,

CONTEXT

• In some EU countries, Ads that disrupt and intrude won’t be around in 3

www.mediafuturist.com Remember this?

It really didn’t take very long!

Is it easy to get on, and to use?

Is my language spoken?

Is there Content that I want (films, music, news)?

Are there are People I want to meet?

Are there are things I want to share?

Can I feel ‘at home’?

Do I have to be there because everyone else is?

C u l t u r e

In 2007, 28% of Greek Internet users access the Web to visit museum-,

library- or other knowledge-related content, 50% to download to free

music, 37% to listen to radio / music, and 35% to search for information on cultural products or events.

Increasingly more reasons to engage online:

But... there are problems, too

However: the potential evils of an Open

Network - of ‘Too Much Freedom’ - will

always pale beside those of a Closed,

Controlled and Authoritarian Network

Privacy becomes almost impossible to maintain

Data & Identity Theft become more common

Continuous Partial Attention is becoming more common

Culture changes as Digital Natives take over

Is / Will be

Push Marketing is dying.

Everything is converting

to Pull.

The Users become content, too...

www.mediafuturist.com The story of JPG Magazine & 8020 Publishing

Empowers its users and communities to participate in all

aspects of the magazine!s content creation

Blurrs the lines between professional and amateur

What was once called “the Audience” has been invited to

participate in and lend its expertise to the editorial process

Virtually anyone can submit original contentOnce it's uploaded, visitors to the magazines' respective Web sites vote on each submissionEditors then decide which submissions make it into the print version of the magazineContributors who are published in the print edition get $100 and a free annual subscription

Editors are more like curators than masters of a particular domain

Now, People will subscribe to People.

And to Mass Media, too

Keywords for mobile computing - and the new ‘Advertising’ that will go with it

Feels ‘Like a Book’

Touch / Draw / Zoom UIs

Always on (mashed access)

OS / Software on the Network

Very low power consumption

Explosion in location-based services

Technology becomes even more invisible

www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a

hunting society, children [People] play with bows and arrows. In an

information society, children [People] play with information.”

Photo via http://flickr.com/photos/sherlock77/

Gathered by www.mediafuturist.com

Enable your children to

play with information

and media, and

empower them to

Co-Create and

Share Culture.

Media & Content is

now in the Network

- and so will

Advertising

Friendster Facebook Myspace Cyworld Mixi QQ... are

BROADCASTERS

Social Networks: The new Radio +TV

But these ads will be nothing like we have seen before: In-

Network, via Widgets and In-Application Advertising

Marketing 2.0: Listen - Broadcast - Pull

Marketing means Broadcasting Brand Conversations

- and the channels are changing very quickly

No more scarcity

Life at Google Speed

The amazing velocity of ‘user-engaged’

http://www.forbes.com/technology/forbes/2008/0616/050.html

• Thirty-eight percent of the video streamed

on the Web now comes from YouTube,

according to ComScore

• YouTube users will upload 600 years'

worth of video this year.

• An ad on the YouTube home page now

costs $175,000 a day

‘Google Juice’

Social Media

Imagine: an instant Micro Feed to the

‘People formerly known as Consumers’

twitter.com/gleonhard twitter.com/dailywisdoms

Total Control of your own Content, Brand and Services becoming less and less important -

and is shifting to the Users (fka consumers)

TRUST TRUST

Control

www.mediafuturist.com The story of the New York Times

http://www.flickr.com/photos/cambodia4kidsorg/

www.mediafuturist.com New trust generators“The Swarm” + Friends / Family + Viral Stuff + Recommended People

Don’t wait

Some brands are quite late the ‘open’ party

Source:Don TapscottWikinomics

When the pain gets big enough...

Marketing2.0

Authentic

Personal

Relevant

Trustworthy

Others Users & ‘Strangers Like Me’

In this world....

...being different is crucial.

Attention In Return for Content

The key to the Future of Advertising

Explicit Permission to use Attention Data &

Clickstream-Data in return for Content (Media &

Entertainment) and Services

The new deal?

Advertising 1.0: interruptive out-of-context Monologs

Images: Flickr kla 4067

Advertising 2.0: meaningful conversational content

Images: Flickr kla 4067

Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing

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