The Future of Advertising: Defining the New Rules of Consumer Engagement
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Transcript of The Future of Advertising: Defining the New Rules of Consumer Engagement
TheFutureofAdver.sing:DefiningtheNewRulesofConsumerEngagement
PIERSFAWKES,FounderandPresident,PSFK
SCOTTLACHUT,President,ResearchandStrategy,PSFK
LABS
@PSFK
#FutureofAdvertising
Future of Advertising 2017
The New Rules Of Digital Engagement
psfk.com/future-of-advertising
About PSFK
BUSINESS INTELLIGENCE
Since 2004, PSFK has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands through:
PSFK.com Innovation Portal
• Daily Content
• Trends Report
Events
• Immersion Workshops & Tours
• Expert PanelsI
• Conferences
Consulting
• Trends-Led Strategy
• Product And Service Concepting
• Future Customer Journeys
• Prototyping
• Brand Development
PSFK: Advertising Forecast
LABS
@PSFK
#FutureofAdvertising
Diminished Attention Spans
The human attention span
shortened from 12 seconds in
2000 to 8 seconds in 2013. Attention Spans: Consumer Insight, Microsoft, 2015
New Interfaces : Chat And Voice
Millennials spend equal or more time in messaging apps than on social networks. Brand Engagement Report, Frank N. Magid Associates, 2015
Ad Blocking
Spending on digital video
advertising increased almost 60% in 2014, while the number of ad
blockers rose from 54 million to 121 million. Ad Blocking Goes Mainstream, PageFair, 2015
Artificial Intelligence
59% of online traffic stems
not from humans, but from
query-focused bots. Distill Networks, 2015
The AudienceIs Changing
LABS
@PSFK
#FutureofAdvertising
The PSFK Advertising Survey 2016 polled over 150 professionals from brands, agencies, media outlets across 14 countries to understand how advertising professionals view the future of their industry.
The Industry Is Changing
50% of brands think that
advertising is more
important than ever.
Advertising Is Still Important
56% of the industry says
advertising agencies are less important.
But Agencies Are Less So
44% agree that media outlets
are less important as well.
49% of agencies worry that the
agency is less important
than before.
Agencies Are Struggling To Find Their Role
80% of media outlets think the
agency is less important
than before.
Media Outlets Are Encroaching On Agency Responsibilities
Media Outlets Are Fading Too
The New Rules Of Consumer Engagement
CONTENT
Brands that share advice, experiences or compelling narratives invite consumers to seek out their content rather than forcing exposure.
LABS
@PSFK
#FutureofAdvertising
Owned entertainment channels give brands the full creative control to produce high-quality content that audiences actively seek out during leisure time.
Owned media is now trusted as a source of general news and information by
46% of the population. It is now more trusted than social media.
Edelman Trust Barometer, 2016
01
Story Selling
LABS
@PSFK
#FutureofAdvertising
Lifetime & Wayfair Viewers Can Buy Everything They See on The Way Home TV Series
@Wayfair
Producer
A+E Lifetime
LABS
01
Story Selling
LABS
LABS
@PSFK
#FutureofAdvertising
Virtual reality, interactive video, and immersive content create activations that introduce users to different perspectives, refreshing routine brand experiences and amplifying emotional appeals.
“I don’t want to take you to a place you can already go. It’s about taking you to a place you can’t go or can’t experience in
the physical world.”
Dan FergusonDirector of Digital Interactive, ReelFX
02
Diversified Perspectives
LABS
@PSFK
#FutureofAdvertising
02
Diversified Perspectives
Google Small World Pop-up Translation Restaurant Unifies Cultures Through Food
#EverybodySpeaksFood
Agency
m ss ng p eces
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
R&D initiatives and industry expertise inform educational messaging that helps customers optimize product use and improve their routines.
“When branded education is used in the correct way, it doesn’t feel like you’re
being advertised to. You are being useful to someone who is loyal anyway.”
Nicole Yershon Dir. for Innovation Solutions, Ogilvy & Mather UK
03
Brand-LedEducation
LABS
@PSFK
#FutureofAdvertising
03
Brand-Led Education
Quaker Oats Amazon Echo’s Spoken Instructions Guide Users Through Oats Recipe
@Quaker
Producer
Quaker Oats
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Mixed media, action-triggered sensors and mobile applications transform products into messaging tools, relaying anything from product information to exclusive content.
“Partner with product to align on a joint vision. Product and marketing need to find
common language to succeed together.”
Brian Irving Global Marketing Director, Airbnb
04
ProductAs Media
LABS
@PSFK
#FutureofAdvertising
04
Product As Media
Coca-Cola Wish In A Bottle Triggers Shooting Stars
@CokeIsrael
Agency
Gefen Team, Israel
LABS
LABS
@PSFK
#FutureofAdvertising
LABS
LABS
CONTEXT
Targeted messaging is evolving from general situational awareness, to create activations that provide relevant assistance to consumers at their micro-moments of intent.
LABS
@PSFK
#FutureofAdvertising
Split-second moments of consumer attention provide the perfect context for concise, targeted engagements that peak interest and encourage viewers to come back for more.
05
Micro-MomentMedia
“You have to figure how to formulate a message in five seconds. There is a lot more science
required to make five seconds matter.”
Warren Zenna EVP and Managing Director, Mobext
LABS
@PSFK
#FutureofAdvertising
05
Micro-Moment Media
Campari America
Lyft Ride Credits For Drinkers Who Check Into Bars on Kiip
@CampariAmerica
Producer
Kiip
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Crowdsourcing accessible data from wearables, sensors and the Internet of Things, content can learn from its environment to anticipate consumer needs and customize output.
06
SituationalInteractions
“Data is collectible everywhere and at every step. Smart brands will know a
person inside and out and offer up only what is appropriate.”
Torsten Gross, CSO, Partners & Partners
LABS
@PSFK
#FutureofAdvertising
06
Situational Interactions
Nike
Apparel Advertisements Tailored To The Weather
@Nike
Agency
Weiden+Kennedy Portland
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Artificially intelligent systems, when supported and managed by dedicated human teams, can create targeted activations and respond to individual inquiries at a large scale.
55% of consumers strongly felt that personalization saved them from
browsing irrelevant content.
Going Deeper Survey, Yahoo and IPG Labs, 2016
07
Personalized Engagement
LABS
@PSFK
#FutureofAdvertising
07
Personalized Engagement
IBM Watson
Cognitive Banner Ads Answer Consumer Questions
@IBMWatson
Producer
IBM / The Weather Channel
LABS
LABS
“Is Flonase safe for my
five-year-old son?”
COMMUNITY
By creating accessible experiences and relationship-building opportunities, companies build advocate networks that appreciate a brand for its products, as well as for its community.
LABS
@PSFK
#FutureofAdvertising
By entering the consumer lexicon, effective branded emojis, hashtags, gifs, and videos encourage users to share their emotions and experiences while keeping the brand top-of-mind.
41.5 billion messages and 6 billion emoticons or stickers are sent around the world every day on
mobile messaging apps.
Swyft Media, 2015
08
Conversational Assets
LABS
@PSFK
#FutureofAdvertising
08
Conversational Assets
Netflix
Pop-Up Gilmore Girls Snapcodes Unlock Photo Filters
@GilmoreGirls
Producer
Snapchat
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Relationship-building initiatives connect audiences to a brand story and emphasize connections, rather than products, as the central focus of a brand experience.
09
Fan Pairing
“Advertising is more about providing a beacon for fans and 'locations' where they can gather
—like-minded people who then can discuss whatever they want.”
Scott DavisVP of Marketing Strategy & Innovation, Nickelodeon
LABS
@PSFK
#FutureofAdvertising
09
Fan Pairing
KLM
Layover With A Local Connects Travelers And City Residents
@KLM
Agency
ACHTUNG! Amsterdam
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Live streaming and real-time activations can amplify second screen behaviors to create participatory opportunities for remote fans. 44% of consumers check Facebook or
other social networks while watching TV.
GlobalWebIndex, 2015
10
Second Screen Participation
LABS
@PSFK
#FutureofAdvertising
10
Second Screen Participation
NBA InPlay
Sports League Creates Fantasy Game That Fans Can Play During Live Broadcasts
@NBA
Agency
NBA Digital
LABS
LABS
COLLABORATION
Tapping into the ideas, initiatives and goals of consumers, brands can create cost-effective, collaborative campaigns that build deeper connections those affected.
LABS
@PSFK
#FutureofAdvertising
Interactive platforms, which use responsive technologies and AI to adapt plotlines to user input, empower people to control the outcomes of their experience.
11
Content Controls
“People want to engage with brands in their own way. Brands can't control all of the
messaging. This is critical for future success.”
Evan OrenstenFounder, CoolHunting
LABS
@PSFK
#FutureofAdvertising
11
Content Controls
Massive Attack x Fantom
Songs Remixed With Listeners’ Heartbeats, Location and Movement
@MassiveAttackUK
Agency
Fantom
LABS
LABS
LABS
@PSFK
#FutureofAdvertising
Campaigns that celebrate consumers and encourage them to share their experiences create robust and inclusive messages that identify with every consumer.
12
Audience Showcase
44% of people are more likely to engage with brands online if they post real
pictures of their products being used.
Social Annex, 2016
LABS
@PSFK
#FutureofAdvertising
Cover FX
Social Media Fans Tag Photos With #ShowUsYourShade To Become Makeup Models
@CoverFX
Producer
CoverFX
LABS
12
Audience Showcase
LABS
LABS
@PSFK
#FutureofAdvertising
Whether providing resources, financial or educational support, businesses are learning they can reap rewards by investing in users—not only engendering loyalty, but also showcasing content that connects to their audience base.
13
Creative Patronage
“We are all selfish and want something that matters to us. Brands have to stop talking to
themselves so much and connect.”
Meagan KempenNew Product Marketing Manager, 3M
LABS
@PSFK
#FutureofAdvertising
13
Creative Patronage
YouTube
Workshops And Creative Tools Support Female Storytellers
@YouTube
Producer
YouTube
LABS
@PSFK
#FutureofAdvertising
The Future Of Advertising: Emerging Realities
Attention Is
Currency
Relevance Is Contextual
Perspective Is Impermanent
Media Talks Back
Learning Breeds Loyalty
Experimentation Is Welcome
@PSFK
#FutureofAdvertising
Success Leans
Qualitative
The New Rules Of Consumer Engagement
LABS
@PSFK
#FutureofAdvertising
Future of Advertising 2017
The New Rules Of Digital Engagement
psfk.com/future-of-advertising