Ideas Redux

1. Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel
Class 14: Ideas Redux
Future of Advertising - April 25

2. Today
Ideas: Today, tomorrow, and indefinitely
Break
Guest Speaker: Tim Brunelle
6:00 PM: CATFOA at the Fineline Music Cafe
Future of Advertising - April 25

3. So...
We know everything about today.
Future of Advertising - April 25

4. “The quid pro quo between the marketer and the
audience, for several centuries, has been free or
subsidized media in exchange for inundation with ad
messages. In the Brave New World, the value
proposition will be similar but the barter items
very different. A marketer needn’t pay for episodes
of ‘24’; it need only provide value—whether in
entertainment, information, discount or utility.”
—Bob Garfield, AdAge
Future of Advertising - April 25

5. “The possibilities for this industry are limitless
if we stop focusing on making ads—and bring big,
bold, game-changing business ideas to our clients.”
—Jeff Graham, Account Director
Crispin Porter + Bogusky
Future of Advertising - April 25

6. Data creates value.
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

7. Data creates value.
Data = Better stories
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

8. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

9. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

10. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
Data = Massively distributed personalization of brand experience.
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

11. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
Data = Massively distributed personalization of brand experience.
source: Ogilvy’s Jan Leth
Future of Advertising - April 25

12. So...
What can we look forward to in the next year?
Future of Advertising - April 25

13. Future of Advertising - April 25

14. So...
What can we look forward to in the next year?
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15. Emerging tech = high school science
Game mechanics rule the world
Privacy is moot
Ok fine, we’ll talk about apps
Future of Advertising - April 25

16. Physics Biology
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17. Machines Living Things
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18. Machines = Complicated
(predictable)
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19. Living Things = Complex
(unpredictable)
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20. In the business world:
Future of Advertising - April 25

21. The machine breaks easily - so let’s stop treating people like machines.
In fact, let’s take advantage of that complexity whenever we can.
Standard protocols
Pre-planned connections
for connection
Prepared answers
Strict workflows to guide response
Legal sign-off on every communication
Templates & constructs
Future of Advertising - April 25

22. In the next year:
Less focus on More focus on
Technology Behavior
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23. They want to play games.
All the time.
Future of Advertising - April 25

24. =Future of Advertising - April 25

25. SCVNGR:
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26. SCVNGR:
A mobile game with real-world challenges
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27. SCVNGR:
A mobile game with real-world challenges
An entire level of experience based on game mechanics.
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28. =Future of Advertising - April 25

29. SCVNGR:
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30. SCVNGR:
A mobile game with real-world challenges
=Future of Advertising - April 25

31. SCVNGR:
A mobile game with real-world challenges
Game mechanics:
=Future of Advertising - April 25

32. SCVNGR:
A mobile game with real-world challenges
Game mechanics:
“concepts, techniques, know-how
and best practices for developing
successful and distinctive social
games.”
=Future of Advertising - April 25

33. SCVNGR:
A mobile game with real-world challenges
Game mechanics:
“concepts, techniques, know-how
and best practices for developing
successful and distinctive social
games.”
95% psychology
=Future of Advertising - April 25

34. SCVNGR:
A mobile game with real-world challenges
Game mechanics:
“concepts, techniques, know-how
and best practices for developing
successful and distinctive social
games.”
95% psychology
5% technology
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35. =Future of Advertising - April 25

36. EXAMPLE:
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37. EXAMPLE:
Appointment Dynamic
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38. EXAMPLE:
Appointment Dynamic
Definition: A dynamic in which to succeed, one must
return at a predefined time to take some action.
=Future of Advertising - April 25

39. EXAMPLE:
Appointment Dynamic
Definition: A dynamic in which to succeed, one must
return at a predefined time to take some action.
Example: Cafe World and Farmville where if you return
at a set time to do something you get something good,
and if you don’t something bad happens.
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40. =Future of Advertising - April 25

41. EXAMPLE:
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42. EXAMPLE:
Communial Discovery
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43. EXAMPLE:
Communial Discovery
Definition: The game dynamic wherein an entire
community is rallied to work together to solve a
riddle, a problem or a challenge. Immensely viral
and very fun.
=Future of Advertising - April 25

44. EXAMPLE:
Communial Discovery
Definition: The game dynamic wherein an entire
community is rallied to work together to solve a
riddle, a problem or a challenge. Immensely viral
and very fun.
Example: DARPA balloon challenge, the cottage
industries that appear around McDonalds
monopoly to find “Boardwalk”
=Future of Advertising - April 25

45. Why?
Because it’s fun, damnit. Simple as that.
Fun things aren’t marketing - they’re engineered relevance.
=Future of Advertising - April 25

46. “The possibilities for this industry are limitless
if we stop focusing on making ads—and bring big,
bold, game-changing business ideas to our clients.”
—Jeff Graham, Account Director
Crispin Porter + Bogusky
Future of Advertising - April 25

47. Groupon:
Free Lunch +
Communal Gameplay +
Countdown =
$15 Billion Company
=Future of Advertising - April 25

48. 1: Free Lunch
“What the...”
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49. 2. Communal Gameplay
Send it to your friends, or
you won’t be able to get the
deal.
=Future of Advertising - April 25

50. 3. Countdown
Beat the clock: act now, or
you’ll miss out.
=Future of Advertising - April 25

51. “Advertising going forward is about turning big
ideas into personal experiences that change/
reinforce both perceptions and behavior.”
—Jan Leth, Vice Chairman/Global Digital Creative
Ogilvy & Mather
Future of Advertising - April 25

52. American Express:
Influence + Status Dynamic
=Future of Advertising - April 25

53. Influence + Status Dynamic
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54. Influence + Status Dynamic
Start with a green card.
But if you spend enough...
=Future of Advertising - April 25

55. Influence + Status Dynamic
Start with a green card.
But if you spend enough...
...you get a gold card...
=Future of Advertising - April 25

56. Influence + Status Dynamic
Start with a green card.
But if you spend enough...
...you get a gold card...
...or a platinum card...
=Future of Advertising - April 25

57. Influence + Status Dynamic
Start with a green card.
But if you spend enough...
...you get a gold card...
...or a platinum card...
Until you reach the holy grail. $2,500 / year
=Future of Advertising - April 25

58. The more fun and engaging our ads
are, the more people interact with
them.
And in the new marketing economy
fueled by what the users themselves
think,
this is the only way to ensure that
your advertising will spread beyond
the first place that you put it.
=Future of Advertising - April 25

59. Privacy is for boring people.
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60. Get ready for Blippy.
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61. Think about telephone operators.
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62. Old-minded people never learn.
They petitioned to shut down
Gmail 100 years later.
gmail-is-too-creepy.com
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63. What about one hour photo?
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64. Vacation timers!
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65. Youtube, facebook,
twitter, linkedin, flickr,
foursquare:
all found success in
helping you share
something previously
considered private.
=Future of Advertising - April 25

66. The privacy debate is dead.
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67. The success of a technology will be
completely contingent on its purpose.
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68. Situationist encourages
random interaction.
Alerts members to eachothers
proximity and gets them to
interact in compelling ways.
“Compliment me on my haircut.”
“Hug me for exactly five seconds.”
Members pick what they want to
have done to them... and wait.
=Future of Advertising - April 25

69. Google has built a “route around traffic”
feature into Google Maps for mobile,
which finds alternate, faster routes.!
!
The feature has saved users a total of
2 years of time and $250k in gas costs
since beta launch.!
!
Location-based service providers hope to
amplify benefits to the user to spur
adoption.!
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70. =Future of Advertising - April 25

71. LinkedIn sucks, so Hashable
made something better.
Meet + exchange contact info by
tweet, along with where and how
you met.
Make introductions, find new
people, and more.
=Future of Advertising - April 25

72. Addieu: similar, but works
across all platforms
Connect with someone on your
choice of 8 social networks.
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73. Group messaging is coming.
Email, text, voicemail, and send
content to pre-determined lists of
people.
Some sync with twitter, facebook,
or your address book - others
work independently.
=Future of Advertising - April 25

74. WalkIn waits in line for you.
Scan a QR code at the restaurant,
and reserve a table without talking
to anyone.
Wander about while it counts
down until your table is ready.
=Future of Advertising - April 25

75. Make things for people and with people.
Not at people.
-Joseph Rueter
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76. “Domestic Robocop”
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77. What are the odds of technology progressing into
that daily ritual?
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78. What are the odds of technology progressing into
that daily ritual?
Zero. Behavior leads ideas. And ideas lead advertising.
=Future of Advertising - April 25

79. Lee Bryant:
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80. Lee Bryant:
“Forget process as often as possible. Don’t be afraid to
be scared shitless.
It’s the only way to surprise yourself into coming up
with new things.”
=Future of Advertising - April 25

81. One last thing
What were your favorite topics in this class?
Given the classes you’ve taken prior to Future of Ad, what was missing in
this class?
Are there any topics that you would have liked to spend more time on?
Email it to me.
=Future of Advertising - April 25

82. Thank You.
Email me: z.pentel@martinwilliams.com
Tweet me: @zackolantern
Call me: 612-342-9702
Find me: 60 6th Street South (Gaviidae Commons)
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