Advertising in the Phygital Age

ADVERTISING IN THE PHYGITAL AGE

BROADCASTING SUCKS

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eman

uele

soi

ALM

ED

© 2016 emanuele soi

“WE DIE”

ALMED

“WE DIE”

© 2016 emanuele soiALMED

“WE DIE”

Internet Apocalypso christopher locke

you set my desire... I trip through your wires u2

Premature Burial

We die.

You will never hear those words spoken in a television ad. Yet this central fact of human existence colors our world and how we perceive ourselves within it.


AS WE KNOW IT”“THE END OF ADVERTSING


it’s just


Many years ago, advertising was made of different kinds of bold “statements”. Every single part of every single ad was created to amaze the World. But, as we know, all the good things come to an end.

ALMED

tv radio stampa affissioni tv radio print outdoor

Mass Media Communicating one-to-many (broadcasting)


direct pr crm promotions

Direct Media Communicating one-to-one (narrowcasting)


BANNER AD / MEME , 1981 AD

Ferrarelle, Michele Rizzi & Associati


HASHTAG , 1988 AD

Nike, Wieden+Kennedy


VIRAL CLIP, 1993 AD

Martini & Rossi,McCann Erickson➔ http://cor.to/Martini93


http://cor.to/Martini93

We used to trust maps.



maps ?!


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eman

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Did they all buy the same detergent? Does she exist?

Is she of a solitary or a colleague kind? Year 120 Before iPhone

ALMED


Mad Men advertising has survived just a couple of decades.

ALMED


Then something changed.


AUDIENCE HAS CHANGED“ ”


Most likely this is a well-paid, City professional in its revolutionary weekend.

ALMED

Most likely tomorrow they’re subscribing a joint life insurance. Or booking a cruise for two.


Most likely it’s way easier and profitable to work on their micro-moments,

instead of grouping your very audience into a shapeless supercrowd.



“WHY?”

ALMED


1 2 3

device history

in 3 takes

MARKETS DO.”“PRODUCTS MIGHT CHANGE,


2005


© 2015 emanuele soi© 2016 emanuele soiALMED

2013

© 2015 emanuele soi© 2016 emanuele soiALMED

2007

WHAT HUMAN AM I?


“ ”

WHAT HUMAN AM I?“ ”

photo : Stanley Kubrick, 1946


WHAT DOES SURROUND ME?“ ”


WHAT DO I KNOW?“ ”


WHAT DO I KNOW?“ ”

big data


AND HOW?“ ”


“ ”


WHAT CAN I REMEMBER?“ ”


advertising


https://www.youtube.com/watch?v=sq3GGwgV7R0

big data storytelling

-ZMOT-© 2016 emanuele soiALMED

https://www.youtube.com/watch?t=387&v=xWY79JCfhjw

I’D BETTER REMEMBER STORIES“ ”


NEED SOME EVIDENCES?“ ”


ANY POWERFUL STORYTELLING IN YOUR MIND?“ ”


“Dieu est lumière.”

Georges Duby, Adolescence de la chrétienté occidentale, L'Europe des cathédrales et Fondement d'un nouvel humanisme, Skira, 1966-1967, 3 volumes

1130-1190



Sponsored Ads, early XIII Century.

How Storytelling Affects the Brain

NEURAL COUPLING A story activates parts in the brain that allows the listener to turn the story into their own ideas and experience thanks to a process called neural coupling.

MIRRORING Listeners will not only experience the similar brain activity to each other, but also to the speaker.

DOPAMINE The brain releases dopamine into the system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy.

CORTEX ACTIVITY When processing facts, two areas of the brain are activated (Broca’s and Wernicke’s area). A well-told story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex.




vs.


“PRODUCTS MIGHT CHANGE, MARKETS DO.”World’s largest taxi company owns no taxis (Uber)

Largest accommodation provider owns no real estate (Airbnb)

Largest phone companies own no telco infra (Skype, WeChat) World’s most valuable retailer has no inventory (Alibaba)

Most popular media owner creates no content (Facebook)

Fastest growing banks have no actual money (SocietyOne)

World’s largest movie house owns no cinemas (Netflix) Largest software vendors don’t write the apps (Apple, Google)

No, it ain’t digital

disruption, yet.


“PRODUCTS MIGHT CHANGE, MARKETS DO.” $21.8bn ad revenue blocked

in 2015

Online advertising is under the microscope, thanks in large part to the rise in ad blocking. The use of ad blockers continues to rise across Europe — 22 percent of U.K. adults online use a blocker, according to IAB/YouGov’s figures released today [1 mar].

So has programmatic trading helped perpetuate the issue? Programmatic for online display has been an exercise in polishing a turd. We’ve tried to sex up something that was fundamentally broken. It doesn’t matter how you buy it or phrase it. If it’s still something no one ever responds to, what’s the point? Whether I’ve bought this turd by cash or credit card, it’s still a turd. You can give me as many fancy tech presentations as you like. But to make it sound more sophisticated than it is, the myth that’s been perpetuated is that people need to get involved with it, because if they don’t they’re not sophisticated marketers. Whereas in many ways the opposite is true. If you fundamentally don’t understand what it is you’re buying, you shouldn’t be buying it.


“PRODUCTS MIGHT CHANGE, MARKETS DO.” $21.8bn ad revenue blocked

in 2015

Confessions of a media agency CEO on display advertising: 'We’ve tried to sex up something that was fundamentally broken.'

http://digiday.com/agencies/confessions-media-agency-ceo-programmatic-online-display-exercise-polishing-turd/












ADVERTISING IS DIE HARD“ ”


“WHY?”

ALMED


MARKETS DO,“PRODUCTS MIGHT CHANGE,

CLIENTS HA HA.”


“HOW?”

ALMED


We are at a point where we can use the "consumer insight" available to us to serve prospective buyers well, or we can use it to harass them and haunt them like some spooky "ghost of advertising future". Getting the use of data right and applying the charm of genuine creativity seems to me to be the essential point here.

The people we seek to seduce don’t seem to like this much. To thrive, we need to concentrate on the true art of seduction. Be interesting, compelling and useful – or just really damn beautiful.

Outside of the programmatic bombardment, where the algorithm rules, it’s possible to build touchpoints around brands that people actively want to be a part of.

Chris Clarke, chief creative officer, international of DigitasLBi

http://www.campaignlive.co.uk/article/humanity-creativity-overcome-ad-blockers/1385791#GR3ehDHi17BPldQA.01


“WHO?”

ALMED

THANK YOU NOW GO AND CHANGE THE WORLD ; )


Advertising in the Phygital Age

Marketing

Transcript of Advertising in the Phygital Age