bilgi Üniversitesi 22 aralık 2010

Bilgi

Üniver

sites

i

22 Aral

ık 20

10

New Advertising

New Agencies

by

Köksal Abdurrahmanoğlua digitally enhanced marketer

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NEWS

New Media CONSUMERWOM + Internet

New

Advertising

Time Spent vs. Ad Spend

Time spent data by NA Technographics (2009), ad spend data by VSS (2009), Global Opportunity data by Yahoo! Investor day (05/2010)

Device Evolution

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So...What is the NEW Advertising?

Not the Advertising we knew!

Not yet!

Future of Advertising is...

Marketing

Marketing

A new kind of

Media & Consumer…

With new kinds of

PINNACLE of?MARKETING

Notany-more

Create brand fans!

HOW?Make their lives

BETTER!

by doing things

WITH & FORPEOPLE

Marketing is…

New way of

supportiveplayfulcustomizableinformativehonestengaging

personalcollaborativegenerousexperimentalhelpfuladventurous

NEWS FLASH!

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Here lies the Advertising Agency

It struggled for years to remain relevant in the face of changing

consumers, media habits and fierce competition. It was too big and too slow to be nimble, and reluctant to

walk away from its heritage of thirty second spots.

It died Stubborn and Alone.

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AgenciesNew

Career Evolution in Ex-Agencies

Tradi-tional /Crea-tive Agency

ProductionMedia

Content

Strategy

PR

Event

Analysis

Creative}Inhouse}Outsource

Digi-tal Age-ncy

Production

MediaContent

Strategy

PREvent

AnalysisCreative}Inhouse}Outsource

Technology

Strategy

Creativity

New Gen-erat-ion Age-ncy..DN

A

Multi Task-ing

Multi Tale-nted

Multi Disci-plin-ary

Effec-tive

Attra-ctivePowe-rful

New Age-ncy Mo-del

New Age-ncy Mo-del

Production

Media

Content

Strategy

PR

Event Analysis

Creative

}Incharge of all

Inhouse or Outsource

..Getting brands

closer to consumers

beyondand

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What do you think is the next big thing in digital?

quizpop

> Location Based Marketing> Group Buying Shopping> Mobile > Digital Outdoor> Augmented Reality> Semantic Search> -----------

credits…MediaFuturist.com by Gerd Leonhard

Future of Marketing and Advertising Lecturesby Paul Isakson (Head of Strategy Space150)The Future of Advertising. WTF? by David Armano (Sr. Partner of Dachis Corp.)On the Future of Advertising by Grant Richards (Engine Company 1)

Future of Advertising | Trend Watching 2009 by Lorenzo MendozaFEED 2008 (Digital Brand Experience Report) by Razorfish

The End of Advertising as We Know It by IBM Global Business ServicesThe Chaos Scenario by Bob Garfield

Propulsion by Tim WilliamsWorkforfood.nu by Diego Zambrano

Moon Advertising by Bobby Voeten

www.180360720.com by Helge Tenno

Microsoftwww.coloribus.comwww.creativity-online.comwww.vimeo.comwww.gapingvoid.com

contact...koksal@istanbul.com

@koksal

koksala.wordpress.comwww.linkedin.com/in/koksal

www.adinteractive.com.tr

Download Presentation atwww.SlideShare.net/koksal_a