the future of advertising isn't advertising

is the traditional model dead?

“an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards.Peter Merholz, Adaptive Path

making useful stuff

selling stuff

“Ideas that do”Stop communicating products & start making communication productsGareth Kay, Goodby Silverstein & Partners

why?

mass media model

client big fat media channelAd creative Media buyer

client Agencymedia buyer

channel

Digital media buyer

channel

Agency

channel

channel

channelchannel

channel

Digital agencyAgency

channel

channel

channel

channel

channelchannel

channel

fragmented media model

earned media model

client

channel

Agency

channel

channel

channel

channel

channelchannel

Agency

Media buyer

Agency

Agency

client

channel

Agency

channel

channel

channel

channel

channelchannel

Agency

Media buyer

Agency

Agency

networked media model

Agency

er....yes

is the traditional advertising model dead?

the distintermediation of media buyers

...and a new advertising model that isn’t advertising

...and media owners

“the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.”Juliet Warkentin, WGSN

visitorscountries

av. time on sitepress coverage reach

paid media budgetincrease in trenchcoat sales

333,001915.5 mins£6.8m£085%

in 3 months

richsocialtransactionalusefuldirectmeasurable (launch and learn)

mass media interruptiveone-directionalmediatedtried formatsbased on faith

old model

networked mediaearned (useful) participatorydirectnew formatsmeasurable

new model

great big cultural shift

“advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.”.Peter Merholz, Adaptive Path

unknown problem fast, agileuser-focusedmulti-disciplinary

new culture

known problemslow, linearsales-focusedcomms solution

old culture

Experience Design will become the master discipline for businesses that want to be good at selling stuff.Russell Davies, Head of Planning, Ogilvy

mas

s med

ia

fragm

ente

d

med

ia earn

ed

med

ia network

ed

med

ia +

serv

ices

most ad agencies

smart ad agencies

agencies that don’t call themselves ad agencies

thank you

William Owen@wdowenwilliam@madebymany.com

http://madebymany.com