The Future of Advertising: Death of Advertising

The Future of Advertising:
The Death of Advertising

Thursday, February 21, 2013

T O D AY

awareness
awareness
interest
interest

desire desire

action
action


T O D AY

50%

42%
37.5%

25%
25%
22%

12.5%

0% 1%
Online TV Mobile Print

Media Spending


T O D AY

50%
42%
43%
37.5%

25%
25% 26% 22%

12.5%
10%
1% 7%
0%
Online TV Mobile Print

Media Time Media Spending


SUCCESS?

“In most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

Less than 1 in 10 ads seen as different

4% response rate successful in DM

0.05% average click through rate for banners

Sources: Ehrenberg Bass Institute, Google


Why?


old assumptions

old models of communication

old behavior

misplaced
action


CYN I C I S M


TH E SEARCH FOR AUTH E NTICITY


BOREDOM


The fact is, if you have to advertise,
you have already lost


BOREDOM

There is no new news


BOREDOM

Situation: Oversupply


A N D Y E T. . . .

We’re still to focused on our categories


U PPE R LE FT COR N E R TITLE

“people look at what interests them and sometimes it’s your ad.”


ADVE RTI S I N G I S N OT EVE RYTH I N G


WE’R E US I N G TH E WR O N G SYSTE M

We’re thinking linearly

Strategy Campaign Result

Rational Emotional
Attributes
Beneﬁt Beneﬁt


E NTROPY

Reality is random

low entropy high entropy


COM PLEXITY EXPLAI NS MOR E


T E C H N O L O G Y H A S A C C E L E R AT E D T H I S

More participation

More social and communal

More fragmented

More transparent

Always on


C U LT U R E I S C O M P L E X

“it takes a thousand voices
to tell a single story”
Native American Saying


C U LT U R E I S C O M P L E X


TH E COOLI DG E E FFECT


R E S U LT : W E ’ R E M E A S U R I N G T H E W R O N G T H I N G S

awareness…
…when meaning and familiarity matter more in our world
of overchoice

attitude…
...attitude and attributes, adjusted for size, don’t change

image
…image doesn’t shift until after behavior


IT’S ALL AB O UT TH E E N E R GY

Y&R’s BAV found that brand energy changes the
dynamics of differentiation and relevance


R E S U LT : W E C R A V E C O N S I S T E N C Y

consistency is the last refuge of the unimaginative


R E S U LT : W E C R A V E C O N S I S T E N C Y

But rigid consistency is not necessary

100%

75%
74% 72%
50%

25%

0%
No Integration Advertising Led

Effectiveness Success rate of each Integration Model


O U R B R A I N S A R E T R A I N E D T O L O O K F O R P AT T E R N S


B U T I T TA K E S R A N D O M N E S S T O S TA N D O U T

“the more random the source
of information, the higher it’s
entropy and the more
information it has “


How do we get better?


DON’T B E LI N EAR

Be intertwingled



Design for gaps



Brands as chords or molecules, not onions

specials eg
language, frappucino
eg skinny
habits
formation
my sister
book range
and options

book
barista
culture
better reading
ordering
coffee system akelah and
used grounds mission the bee
for gardeners in store
starbucks
sofas and performance
company
social ambience and art starbucks
responsibility salon
africa 05
hearmusic
fair trade Xm
coffee
music cd
cause
burn your own
publicity
cd
in store

Source: John Grant, Brand Innovation Manifesto


C R E AT E C U LT U R E

Don’t intrude on it



Have a belief



Do, Don’t Say


BE USEFUL

Source: The Future of Advertising, Mark Earls and John Wilshire


BE USEFUL

Give gifts


ACT SMALL


TH I N K SMALL


A LW AY S B E L E A R N I N G


M E A S U R E C O R R E C T LY

Focus on behavior not attitudes


TH I N K I N S I D E TH E B OX


I N SU M MARY

Modern communication ideas need to be...

...more about doing than saying

...come from culture not commerce

...be participatory and designed for gaps

...be always on

...create, don’t fill media space

Source: Gareth Kay


Thank you

@marklewis_sf


The Future of Advertising: Death of Advertising

Recommandé

Recommandé

Contenu connexe

Plus de Planning-ness

Plus de Planning-ness (20)

Dernier

Dernier (20)

The Future of Advertising: Death of Advertising