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What's the future of advertising?
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Miami Ad School | Minneapolis Monday, June 09, 2008 What’s the future of advertising? Creative Commons Attribution & Non-Commercial License Presented by Tim Brunelle
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This is a presentation I gave on June 9, 2008 to the Minneapolis outpost of the Miami Ad School. The topic was "What's the future of advertising?" I question whether we can even define advertising at all today, and offer some different ways of thinking about the industry and a future career in it.
Transcript of What's the future of advertising?
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
Creative Commons Attribution & Non-Commercial License
