Miami Ad School | MinneapolisMonday, June 09, 2008

What’s the future of advertising?

Creative Commons Attribution & Non-Commercial License

Presented by Tim Brunelle

A better question might be

What’s advertising?

What makes up advertising today?

_Strategy & Effect_Business models + compensation_Creativity + Ideas_Media_Role of the consumer

What makes up advertising today?

_Strategy & Effect_Business models + compensation_Creativity + Ideas_Media_Role of the consumer

Each of these categories is fertile ground for radical new thinking that’s redefining the industry.

Let’s take a brief step back

1978

3TV networks

reach91%

http://library.duke.edu/digitalcollections/adaccess/radio-tv.html

That world no longer exists

AWARENESS

ENGAGEMENT

RESEARCH

CONSIDERATION

PURCHASE

AWARENESS

ENGAGEMENT

RESEARCH

CONSIDERATION

PURCHASE

THEN

PHOTO: SU-LIN

NOW

Something is dramatically different with marketing and advertising today.

That “it” is:

social mediasocial networkingcrowd sourcingbloggingmicro bloggingsharingcommentingembeddinglinkingtaggingpostingratingparticipationconversation

Business Week (Mar 3, 2008)“Consumer Vigilantes”

“Callaway put his Cingular complaint to music and posted it on YouTube (left) Comcast customer Salup has decided blogs are the best bet for getting action (middle) Dee started firing off e-mails to US Airways brass while waiting for hours on a runway”

That “it” is:

There’s something there, there.

“...the number of blog readers has jumped to 57 million American adults, or 39% of the online population.”July 2006: Pew Internet study, “The State of Blogging”

Technorati currently states it is tracking over 112.8 million blogs (April, 2007). “120,000 new blogs are created every day.”

21,157 results for books tagged for “social media” at Amazon (April 2008).

PHOTO: SU-LIN

What’s advertising?

Advertising 2.0

TIME PERSONAL==

Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency

Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency_Ongoing content vs. Campaign production

http://www.uniqlo.jp/uniqlock/

Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency_Ongoing content vs. Campaign production_Media is location agnostic, but context centric

Advertising 2.0 = PERSONAL

_Human voice vs. Corporate

Advertising 2.0 = PERSONAL

_Human voice vs. Corporate_It’s got to be useful

Advertising 2.0 = PERSONAL

_Human voice vs. Corporate_It’s got to be useful_It involves. It is inter-active

Advertising 2.0

MORE WORK MORE $$$==

Advertising 2.0 = MORE WORK, MORE $$$

_More “advertising” jobs, more tasks, more time_Redefinition of what’s “creative”_Redefining perceptions of scheduling, production budgets, staffing levels and strategic importance

What should you do to prepare?

What should you do to prepare?

_Participate+Listen+Acknowledge+Share

What should you do to prepare?

_Participate+Listen+Acknowledge+Share

_Diversify+Experiment+Elaborate & Mutate+Be fearless

What’s advertising?

What’s the future of advertising?

It’s up to you.

timbrunelle.com

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