1.
SHOCK OF THE NEW in Advertising
From Behavioural Advertising ,Semantic
Advertising, Perceptive Media and MeMedia
to Native Advertising, Synaesthetic Marketing
and Sympvertising
Professor Luiz Moutinho
Foundation Chair of Marketing
Adam Smith Business School
University of Glasgow, SCOTLAND

2.
One of the deepest secrets hidden at the heart of
21st century economics:
Markets, networks, and communities can organize economic
activities radically more efficiently than companies.

3.
We are only beginning to understand the huge
consequences of the shift from
DISCONNECTED to
CONNECTED from
“The Network” to NETWORKED

4.
TRENDS
• Multi-lateral consideration vs. “Egoism”.
• Sharing and Collaboration vs. Walling
• “Collaborative Competition
• Skillful Open – Closed Continuum
• Transparent vs. Secretive
• Trust and Merit vs. Control

5.
Paring Down Marketing Messages to a Few Simple Basics
Simply put, a lot of what Madison Avenue says these days is
simply put.
“Simply,” “simple” and “simplicity” – along with like-minded
thoughts that include “easy,” “honest” and “clear” – have become
marketing buzzwords in response to three related trends: how
busy life today seems, the growing complexity of technology and
the increasingly complicated economic picture. That has
encouraged advertisers to woo customers with promises to
provide solutions that are meant as simple but not simplistic.

6.
“Simplicity is the new luxury.” The
intent is “transparency, clear,
concise messaging,” derived from
a philosophy that “what you hear
from us is what you get from us.”

7.
REACTIVE ADVERTISING
…… is mass customising how ads look and behave based on
the unique conditions of each exposure.
…… is about using data and variables to enhance messages in
a creative way – just like we use sound, graphics and
interaction
• Using advanced “targeting” technologies.
• Data smart message

8.
SYMPVERTISING
….infusing consumer advertising with
a pinch of sympathy that
acknowledges the tougher times most
consumers are currently experiencing.
Small indulgencies to “ease the pain”.
Catering to the concerns of customers.
Times of economic uncertainty.

9.
• Internet browsing has trained consumers to more quickly
disregard empty words
• Message relevance has become more important than
repetition
• Meaningful messages are working better than ever
• Ads full of unsupported claims and overworked “image
building” phrases are rejected quicker today than ever before

10.
Paradigm Shifts in Advertising
From To
Likability Linkability
Display Search
Attention Recommendation
Mentions Meaning
Simple Complex
Legacy Leverage
Device – Centred Person – Centred Media (liquid media)

11.
Paradigms Shift in Advertising
STOP START
Interrupting Engaging
Directing Connecting
Shouting Delivering Content
Reacting Interacting
RO Investment RO Involvement
Big Promises Intimate Gestures
Explaining Revealing

12.
IGNITERS
Companies and marketers should think of
themselves and their content as igniters of
conversations, not interrupters

13.
IDEAS/SOLUTIONS FIRST
At the core of any website, widget, banner ad or mobile app
created for advertising should be a distinct, singular, compelling
idea/solution which connects you with a company, brand,
product or service. The best ideas, even in the digital space,
should cause you to say, “I had not thought of it that way
before”.
They should our perceptions

14.
PEOPLE WHO LIVE NEAR TRAIN LINES FIND WAYS TO
ADJUST TO THE NOISE…. CONSUMERS HAVE BEGUN
TO TREAT ENCROACHING ADVERTISING JUST LIKE
THOSE TRAINS.

15.
MEDIA HAS BECOME AN OBSTACLE, A
SUPERFLUOUS MIDDLEMAN, WHERE THE
MARKETING AND THE ADVERTISING HAVE
BECOME MESSAGES, NOT EXCHANGES.

16.
• People are upgrading technologically and are more and more
avoiding advertising actively.
• Society is reacting as well: advertising is getting barred from
public space.
• An inconvenient truth: classical brand communication is getting
more and more ineffective and inefficient.
e.g. 82% ADV in Germany is generating a negative R0I

17.
THE BEST ADVERTISING ISN’T
ADVERTISING
Wondering which half of your ad
spend is wasted? ‘Wrong question.
Try again.’ Instead of interrupting
people, serve them and make them
feel something. Sorry, but that takes
longer than thirty seconds. Make
meaningful connections.

18.
……and yet ads, ads, ads – everywhere
estimated 4,500,000,000,000 (4.5 trillion) online ads served
annually.
= 2,000 ads per person per month
(2010)

19.
MAJOR IN MEDIA PLANNING
• Data overload
• Search will rule
• Consumers in control
• Advertising becomes independent of content
• End of programme and commercial ratings
• Ads will become independent of media choice

20.
CROSS-MEDIA CAMPAIGNS
The role of media sequence on consumer responses to
cross – media campaigns. It looks specifically at a
combination of TV ads and websites. A TV commercial –
website sequence performs well in informing consumers
about high and low – involvement products. Media sequence
is important in cross – media campaigns.

21.
WEB 4.0: SMART NOISE
WEB 3.0: FILTER THE NOISE
WEB 2.0: MAKE NOISE
WEB 1.0: GET (HEAR AND SEE) “NOISE”

22.
There has been a tremendous shift away from the
model of interruptive marketing. Nearly 90% of people
skip over TV commercials; nearly 85% in the 25 to 34
age group leave websites that have ads.
Consumers will no longer tolerate being bombarded
with irrelevant content – they will decide for
themselves when they want to address a certain issue,
and they will seek out the relevant channels to do so.

23.
EMBRACING NEW MEGATRENDS IN THE BRAVE NEW
WORLD OF DIGITAL MEDIA
Consider the ways technology is rapidly transforming the media
landscape – and our lives – owe the seismic shift from
presentation to participation. The other the paradoxical shift from
using technology to connect to also using technology to
disconnect. The shift from presentation to participation means
that the days of the Media Gods, sitting up on Mt. Olympus and
telling us how things are, have long since ended. People are
tired of being talked to, they want to be talked with. Ours is a
global conversation, with millions of new people pulling up a seat
at the table – indeed, nearly 3 billion will join the internet’s
community by 2020.

24.
Luckily there is a powerful, countervailing force using technology
to get away from technology, reflected in apps and features like
freedom. DO NOT Disturb, and GPS for the soul.
Another trend is the shift from searching for information to
searching for meaning.
So the future is hyper-connected – except when it is blissfully
joyously disconnected. And an understanding of these
megatrends can guide us to a place where we are more creative,
more effective, more compassionate and more capable of making
things better for ourselves, for our brands, and for the world.

25.
Marketers used to be the
people that reached the
people (the consumers),
now the people (as
participants) are the ones
who reach the marketing.

26.
Now, People will subscribe to people.
Engage or be tivo’ed….
• Economic Egoism
– is not working anymore
• Value can no longer be defined,…..Just by unit sales.

27.
MARKETING SOLUTIONS
• Go beyond commercial messages
• Solve something
• Involve people
• Enable people
• Allow people to participate
• Create brand true fans
• Deliver value
• Make people’s lives better

28.
Attention is becoming less important than VALUE.
Because in the new marketing economy, marketing
moves from existing inside media channels to
becoming an integrated part of our everyday life.

29.
• Instead of Advertising, Provide value
• End of Advertising as we know it is here!
• Advertising will change more in 5 years than previous
50
• If you talked to people the way advertising talks to
people, they would punch you in the face…
• People do not need advertising anymore to tell them
about new products. And if they want to find out, they
will on their terms.
• Content is the new currency.

30.
CONTENTCASTING
People will gladly spend a minute of their day composing
and publishing their own version of the brand story, but
they will not give five seconds of their time to listen to the
company stating their version of it.

31.
The opportunity we get from thinking outside of
attention and engagement is that it opens the
advertising to a much healthier degree of brand and
product positioning. Because we can say that the
goal of advertising is to create value, in a way that
places no demand on stealing time away from
people, keeping consumers interested long enough
to tell a full story.

32.
SPONSORED STORIES
As its stock continues to be
battered by skeptical investors,
Facebook is hoping that a new
advertising format, called
sponsored stories, may help
overcome concerns about its
future.

33.
NATIVE ADVERTISING
A marketing strategy that allows the promotion of brand
contents in an integrated and non-intrusive format, when
applied to websites. Contextualisation of the message. New
ways of sharing, i.e. Google plus.

34.
NATIVE ADS ARE FINE, BUT VIEWABLE ADS
ARE BETTER
Vibrant, created new platform called “Mosaic” to help brands
surface their content and campaigns across channels and
platforms.

35.
EARNED MEDIA
• We are increasing seeing earned media outperform paid media
and becoming the main driver of traffic to marketing initiatives.
• Earned Media is earned, which means, it finds and links to
something this is valuable.
• If the marketing is valuable, then the media channel needs to offer
the space for where the content resides.
• No advertising……
• …….the joy of not being sold anything.

36.
The concept of earned attention no doubt comes across as
a more intelligent budget spend, showing measurable value
for money rather than the approach of throwing lots of stuff
at a wall and hoping some of it sticks.
Experimental creativity, storytelling and brand immersion is
the future.

37.
MOBILE ADVERTISING – the challenge
Mobile ads are meant to be the next big thing in advertising.
Yet traditional advertising doesn’t work well on mobile and
much mobile advertising is described as ‘mediocre’. In addition
mobile ads can be disruptive but not necessarily in a good
way: people don’t want to be interrupted while on their phones.
Meanwhile eMarketer predicts that the global market for mobile
ad spent $6.4 billion in 2012, rising to $23.6 billion by 2016.

38.
GEO-FENCING: The Future of Advertising is Outside of Media
• A revolution in geolocational, text-messaging advertising. “Geo-fencing”
advertising, here “geo-fences” are created within a
certain distance from physical stores, and when people pass
inside those fences – and if they have opted into advertising
from the company – they receive promotional text messages.
• Geo-fencing draws a virtual perimeter around a particular
location. When someone steps into the geo-fenced area, a text
message is sent, but only if consumers have opted into
receiving messages.

39.
DESIGN CONTEXT-SENSITIVE PROMOTIONS TO OFFER
THE UNEXPECTED.
• With advanced omni-channel analytics that tracks product
affinities and market baskets in real-time, retailers can finally
know how to entice customers to shop more and make impulse
purchases.
• Many top retailers across segments are utilizing GPS for
location-based marketing to people in the store proximity.
• Google now enables you to bid by location, so retailers can put
unique search ads based on proximity to a particular retail
location.

40.
IN-STORE: Real-time analytics
• Personalised on-the-spot deals: By sending personalised
offers directly to the customers’ mobile phones while they are in
the store shopping, cross-sell opportunities can be drastically
increased.
• Mobile offers to people who “check-in” to your store.
• QR codes for instant rewards: QR scans also provide
invaluable customer demographic and shopping tendency
insight.
• In-store kiosks, games, mobile applications.

41.
SEMANTIC ADVERTISING
Semantic Advertising applies semantic technologies to online
advertising solutions. The function of these technologies is to
semantically analyse every web page in order to properly
understand and classify the meaning of a web page and
accordingly ensure that the web page contains the most
appropriate advertising.

42.
SYNAESTHETIC MARKETING
Synaesthetic marketing takes many forms; the most popular
uses a mix of sensory adjectives in advertising. But the
challenge is to make multi-sensory marketing that sells, which
means that the message has to appeal to most people and to be
based on cross-sensory mapping that most people share. Sound
symbolism in brand names can also send messages about the
product.
People tend to match bitter drinks with angularity, which is
reflected in the logos of many beer brands. In the future we may
experience advertising featuring shapes you taste, colours you
feel and sounds you smell!

43.
GLADVERTISING
• Advertisements that adapt to our
moods (Gladverts)
• Emotion Recognition Software
(ERS) – H-C-Interface technology
• A System which can work out a
person’s gender, estimate their
age, and serve up adverts that suit
to that demographic profile (NEC-Japan)

44.
3-D IMAGE MARKETING
A 3-D holographic projection – which is probably the most
futuristic – sounding advertising mechanism. It is a simple
concept: a company broadcasts its messages from behind a
storefront window, or on a wall – but the image leaps out at you,
instead.

45.
Key Trends in Marketing Innovation and Technology
Mega Reach with Micro Marketing (e.g., broadband video ADV.,
90% of all US households with broadband internet access now).
Hyper Programmed Experiences. Micro-vertical content
categories (e.g., MTV).
Transmedia Planning – An evolving non-linear brand narrative.
Different channels for different, self-contained elements of the
brand narrative that build to create a larger brand world.
Consumers then pull different parts of the story together
themselves.

46.
• The removal of destinations and increased attention to streams
are increasing.
• Both the idea “stream of particles” “and witness the unfolding
events” give a clear notion of the abilities of storytelling on
connected and participatory platforms.
• Move towards Platforms over campaigns.
• Self Filtering of social media participation.

47.
INTERACTIVE ADVERTISING PLATFORMS
Support NFC as well as QR code technologies with a single
platform. Configures Smart Posters to your choice in real time –
create dynamic smart posters.
The Dynamic Platform has the ability to:
• Manage poster content
• Configure, deliver and redeem any rewards
• Provision the content or value based rewards to the mobile phone
• Integrate with the existing advertising or retail infrastructure
• It also provide the mobile client, software to download content from posters and
store in the secure element of the phone and transfer on demand.
• Unified platform that supports NFC as well as QR code technologies for
advertisements.

48.
IMMERSIVE MICROMEDIA AND MICROKNOWLEDGE
ENVIRONMENT
• Consumers are suddenly nomadic gatherers of knowledge.
• Microchunks result from the “unbundling of traditional media goods”.
Meme-sized chunks.
• Attention costs dominate production costs.
• Continuous Partial Attention…. Attention Crisis.
• Life Inter-Rupted
• Integrated microcontent
• Folksonomies – Personal Info-Cloud
• The Microcontent-based web 2.0 is NOT about people and
communities…. It is about Signs and Screens.

49.
• Digitalisation leads to a higher portability of equipment
and content.
• Media and content are used more and more
independently from location and time.
• The effect: “liquid” media consumption. The era of
predictable, large media prime time is over.
• Behavioural Advertising – the use of micro-engagement
platforms.
• MeMedia

50.
PERSONAL BROADCASTING
• Personalised Adverts (Absolut Radio – UK)
• Liquid Media
• Personal Media Aggregators
• Personal Advertising Curation

51.
PERCEPTIVE MEDIA
Takes narrative back to something more aligned to a
storytelling and an audience using internet technologies and
sensibility to create something close to a personal theatre
experience. It adapts the story to the audience without them
having to explicitly interact with it, uses information about the
audience to adapt the story within the scope defined by the
storyteller.

52.
SHOCK OF THE NEW
• Expect “co-viewing” across TVs, tablets and smartphones to
be the norm.
• Voice is the new UI.
• With phones programmed to talk back, voice recognition has
jumped from GPS devices and robotic voices into the
mainstream of user interfaces.
• Expect more and more interfaces that do not require a UI – UX
designers, get your flow diagramming on.

53.
2 Areas where Agencies are “out of synch”
Agencies have optimised their businesses for themselves, not
for their customers.
• Disconnect 1. Most large agencies are Mass Production
Factories… while the world needs Multi-Disciplinary Boutiques.
• Disconnect 2. Agencies compete within “Their Crowd”….
While the competition is transforming…

54.
10 + 1 FORMATS: AGENCY MODELS OF THE FUTURE
1. The Factory
2. The Category Killer A: Media
3. The Category Killer B: Curated Creative Marketplaces
4. The Category Killer C: Production Machines
5. The Customer Specialist
6. The Serial Monogamist
7. The Marketing and Communication Boutique
8. The Craftsman
9. The Fragmented Giant
10. The Persistent One
11. The Pop-Up Agency

55.
THE FUTURE OF ADVERTISING: the model is broken
The world is your creative department. The old system of
agencies employing a few creative teams to come up with
agenda-setting ideas simply doesn’t make sense in a
digital era where ideas can and should come from
anywhere. Digital tools can be used to tap into the wider
world of creativity, and can do so with a lean infrastructure.

56.
PICK THE RIGHT CROWD
Mass collaborations, co-creation, and crowdsourcing are becoming
increasingly important vehicles for companies looking to engage
the voices of consumers with brands. At last count there were
more than 100 crowdsourcing platforms available for some kind of
design or marketing work. Picking the right one is key. There are
many factors to consider, from who is in a particular crowd to how
talent is paid or how intellectual property is handled. Many times
success will come from breaking a project into smaller pieces and
tapping different crowds for the various different elements. In
general, it seems its best to combine small private crowds (these
days know as “expersourcing”. As the world becomes more
digitally connected, we should celebrate the fact that marketing
and advertising ideas are coming from everywhere.

57.
……Advertising may be described as the science of
arresting human intelligence long enough to get
money from it. (Stephen Beacock)
…….. NOT ANYMORE