Miami Ad School | Minneapolis

Monday, June 09, 2008

What’s the future

of advertising?
Presented by Tim Brunelle

Creative Commons Attribution & Non-Commercial License

A better question might be
What’s
advertising?
What makes up advertising today?

_Strategy & Effect

_Business models + compensation
_Creativity + Ideas
_Media
_Role of the consumer
What makes up advertising today?

_Strategy & Effect

_Business models + compensation
_Creativity + Ideas
_Media
_Role of the consumer

Each of these categories is fertile ground for

radical new thinking that’s redefining the industry.
Let’s take a brief step back
1978
TV 3
networks
91%
reach
http://library.duke.edu/digitalcollections/adaccess/radio-tv.html
That world no longer exists
 AWARENESS

ENGAGEMENT

RESEARCH

CONSIDERATION

PURCHASE
 AWARENESS

THEN
ENGAGEMENT

RESEARCH

CONSIDERATION

PURCHASE
NOW
PHOTO: SU-LIN
Something is
dramatically
different with
marketing and
advertising today.
That “it” is:

social media
social networking
crowd sourcing
blogging
micro blogging
sharing
commenting
embedding
linking
tagging
posting
rating
participation
conversation
That “it” is:

Business Week (Mar 3, 2008)

“Consumer Vigilantes”
“Callaway put his Cingular complaint to music and posted it on YouTube (left)
Comcast customer Salup has decided blogs are the best bet for getting
action (middle) Dee started firing off e-mails to US Airways brass while
waiting for hours on a runway”
There’s something there, there.

“...the number of blog readers has jumped to 57

million American adults, or 39% of the online
population.”
July 2006: Pew Internet study, “The State of Blogging”

Technorati currently states it is tracking over 112.8

million blogs (April, 2007). “120,000 new blogs are
created every day.”

21,157 results for books tagged for “social media” at

Amazon (April 2008).
What’s
advertising?

PHOTO: SU-LIN
Advertising 2.0
= TIME
= PERSONAL
Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency

Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency

_Ongoing content vs. Campaign production
http://www.uniqlo.jp/uniqlock/
Advertising 2.0 = TIME

_24/7/365, i.e. The 24-Hour Ad Agency

_Ongoing content vs. Campaign production
_Media is location agnostic, but context centric
Advertising 2.0 = PERSONAL

_Human voice vs. Corporate

Advertising 2.0 = PERSONAL

_Human voice vs. Corporate

_It’s got to be useful
Advertising 2.0 = PERSONAL

_Human voice vs. Corporate

_It’s got to be useful
_It involves. It is inter-active
Advertising 2.0
= MORE WORK
= MORE $$$
Advertising 2.0 = MORE WORK, MORE $$$

_More “advertising” jobs, more tasks, more time

_Redefinition of what’s “creative”
_Redefining perceptions of scheduling, production
budgets, staffing levels and strategic importance
What should you
do to prepare?
What should you do to prepare?

_Participate
+Listen
+Acknowledge
+Share
What should you do to prepare?

_Participate
+Listen
+Acknowledge
+Share
_Diversify
+Experiment
+Elaborate & Mutate
+Be fearless
What’s
advertising?
What’s the future
of advertising?
It’s up to you.
timbrunelle.com

Creative Commons Attribution & Non-Commercial License