the future of advertising isn't advertising
DESCRIPTION
Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.TRANSCRIPT
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
