the future of advertising: death of advertising
DESCRIPTION
Talk given to the School of Journalism and Communication at the University of OregonTRANSCRIPT
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The Future of Advertising:The Death of Advertising
Thursday, February 21, 2013
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Thursday, February 21, 2013
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T O D AY
awareness
interest
desire
action
awareness
interest
desire
action
Thursday, February 21, 2013
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T O D AY
0%
12.5%
25%
37.5%
50%
Online TV Mobile Print
25%
1%
42%
22%
Media Spending
Thursday, February 21, 2013
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T O D AY
0%
12.5%
25%
37.5%
50%
Online TV Mobile Print
25%
1%
42%
22%
7%10%
43%
26%
Media Time Media Spending
Thursday, February 21, 2013
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S U C C E S S ?
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
Less than 1 in 10 ads seen as different
4% response rate successful in DM
0.05% average click through rate for banners
Sources: Ehrenberg Bass Institute, Google
Thursday, February 21, 2013
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Why?
Thursday, February 21, 2013
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Thursday, February 21, 2013
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old assumptions
old models of communication
old behavior
misplaced action
Thursday, February 21, 2013
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Thursday, February 21, 2013
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Thursday, February 21, 2013
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C Y N I C I S M
Thursday, February 21, 2013
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C Y N I C I S M
Thursday, February 21, 2013
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T H E S E A R C H F O R A U T H E N T I C I T Y
Thursday, February 21, 2013
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Thursday, February 21, 2013
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B O R E D O M
Thursday, February 21, 2013
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The fact is, if you have to advertise, you have already lost
Thursday, February 21, 2013
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B O R E D O M
T h e r e i s n o n e w n e w s
Thursday, February 21, 2013
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B O R E D O M
S i t u a t i o n : O v e r s u p p l y
Thursday, February 21, 2013
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A N D Y E T . . . .
W e ’ r e s t i l l t o f o c u s e d o n o u r c a t e g o r i e s
Thursday, February 21, 2013
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U P P E R L E F T C O R N E R T I T L E
“people look at what interests them and sometimes it’s your ad.”
Thursday, February 21, 2013
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A D V E R T I S I N G I S N O T E V E R Y T H I N G
Thursday, February 21, 2013
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W E ’ R E U S I N G T H E W R O N G S Y S T E M
W e ’ r e t h i n k i n g l i n e a r l y
Strategy Campaign Result
AttributesRational Benefit
EmotionalBenefit
Thursday, February 21, 2013
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E N T R O P Y
R e a l i t y i s r a n d o m
low entropy high entropy
Thursday, February 21, 2013
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C O M P L E X I T Y E X P L A I N S M O R E
Thursday, February 21, 2013
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T E C H N O L O G Y H A S A C C E L E R AT E D T H I S
M o r e p a r t i c i p a t i o n
M o r e s o c i a l a n d c o m m u n a l
M o r e f r a g m e n t e d
M o r e t r a n s p a r e n t
A l w a y s o n
Thursday, February 21, 2013
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C U LT U R E I S C O M P L E X
“it takes a thousand voices to tell a single story”
Native American Saying
Thursday, February 21, 2013
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C U LT U R E I S C O M P L E X
Thursday, February 21, 2013
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Thursday, February 21, 2013
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T H E C O O L I D G E E F F E C T
Thursday, February 21, 2013
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R E S U LT : W E ’ R E M E A S U R I N G T H E W R O N G T H I N G S
awareness… …when meaning and familiarity matter more in our world of overchoice
attitude… ...attitude and attributes, adjusted for size, don’t change
image …image doesn’t shift until after behavior
Thursday, February 21, 2013
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I T ’ S A L L A B O U T T H E E N E R G Y
Y & R ’ s B A V f o u n d t h a t b r a n d e n e r g y c h a n g e s t h e d y n a m i c s o f d i f f e r e n t i a t i o n a n d r e l e v a n c e
Thursday, February 21, 2013
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R E S U LT : W E C R A V E C O N S I S T E N C Y
“consistency is the last refuge of the unimaginative”
Thursday, February 21, 2013
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R E S U LT : W E C R A V E C O N S I S T E N C Y
B u t r i g i d c o n s i s t e n c y i s n o t n e c e s s a r y
0%
25%
50%
75%
100%
No Integration Advertising Led
72%74%
Effectiveness Success rate of each Integration Model
Thursday, February 21, 2013
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O U R B R A I N S A R E T R A I N E D T O L O O K F O R PAT T E R N S
Thursday, February 21, 2013
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B U T I T TA K E S R A N D O M N E S S T O S TA N D O U T
“the more random the source of information, the higher it’s
entropy and the more information it has “
Thursday, February 21, 2013
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How do we get better?
Thursday, February 21, 2013
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D O N ’ T B E L I N E A R
B e i n t e r t w i n g l e d
Thursday, February 21, 2013
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D O N ’ T B E L I N E A R
D e s i g n f o r g a p s
Thursday, February 21, 2013
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D O N ’ T B E L I N E A R
B r a n d s a s c h o r d s o r m o l e c u l e s , n o t o n i o n s
better coffee mission
language, eg ‘skinny’
specials eg frappucino
habits formation
range and options
ordering system
starbucks company
barista culture
‘my sister’ book
africa 05
social responsibility
used grounds for gardeners
fair trade coffee
cause publicity in store
sofas and ambience
hearmusic Xm
burn your own cd
music cd
in store performance
and art
book reading
starbucks salon
akelah and the bee
Source: John Grant, Brand Innovation Manifesto
Thursday, February 21, 2013
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C R E AT E C U LT U R E
D o n ’ t i n t r u d e o n i t
Thursday, February 21, 2013
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C R E AT E C U LT U R E
D o n ’ t i n t r u d e o n i t
Thursday, February 21, 2013
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C R E AT E C U LT U R E
H a v e a b e l i e f
Thursday, February 21, 2013
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C R E AT E C U LT U R E
D o , D o n ’ t S a y
Thursday, February 21, 2013
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C R E AT E C U LT U R E
D o , D o n ’ t S a y
Thursday, February 21, 2013
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B E U S E F U L
Source: The Future of Advertising, Mark Earls and John Wilshire
Thursday, February 21, 2013
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B E U S E F U L
G i v e g i f t s
Thursday, February 21, 2013
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A C T S M A L L
Thursday, February 21, 2013
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T H I N K S M A L L
Thursday, February 21, 2013
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A LW AY S B E L E A R N I N G
Thursday, February 21, 2013
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M E A S U R E C O R R E C T LY
F o c u s o n b e h a v i o r n o t a t t i t u d e s
Thursday, February 21, 2013
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T H I N K I N S I D E T H E B O X
Thursday, February 21, 2013
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I N S U M M A R Y
M o d e r n c o m m u n i c a t i o n i d e a s n e e d t o b e . . .
. . . m o r e a b o u t d o i n g t h a n s a y i n g
. . . c o m e f r o m c u l t u r e n o t c o m m e r c e
. . . b e p a r t i c i p a t o r y a n d d e s i g n e d f o r g a p s
. . . b e a l w a y s o n
. . . c r e a t e , d o n ’ t f i l l m e d i a s p a c e
Source: Gareth Kay
Thursday, February 21, 2013
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Thank you
@marklewis_sf
Thursday, February 21, 2013