Difference between revisions of "Future of Advertising in 2020"
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=Group= | ==Group== | ||
[[User:dcateriano|Daniela Cateriano]]<br> | [[User:dcateriano|Daniela Cateriano]]<br> | ||
[[User:Kensuke Murai|Kensuke Murai]]<br> | [[User:Kensuke Murai|Kensuke Murai]]<br> | ||
| Line 5: | Line 5: | ||
[[User:mzhu|Maggie Zhu]]<br> | [[User:mzhu|Maggie Zhu]]<br> | ||
[[User:Vinod Nair|Vinod Nair]]<br> | [[User:Vinod Nair|Vinod Nair]]<br> | ||
== Number doesn't matter== | |||
[[media:NumberdoesmatterSep16buttons.pdf]] | |||
== Introduction == | == Introduction == | ||
I define it as a conversation starter. Interruption | [[Image:Adv2.gif|thumb|left|400px]] | ||
doesn’t cut it anymore. In the opt-in world, you either | |||
get people talking, to each other or to themselves, or | |||
nothing happens.” | Advertising in leaders' eyes <br> | ||
—Marshall Ross, CCO, Cramer-Krasselt<br> | |||
I define it as a conversation starter. Interruption doesn’t cut it anymore. In the opt-in world, you either get people talking, to each other or to themselves, or nothing happens.” | |||
—Marshall Ross, CCO, Cramer-Krasselt<br> | |||
The definition of advertising has not changed. It still | The definition of advertising has not changed. It still comes down to telling a story about a brand, it’s still about creating ideas that people respond to. But the consumer has changed. They have the power to avoid marketing, and they know it. Brands have to work a lot harder. More than ever, brands have to offer something of value – something truly entertaining, or surprising, thought-provoking or useful. They have to be more generous.” | ||
comes down to telling a story about a brand, it’s still | |||
about creating ideas that people respond to. But the | |||
consumer has changed. They have the power to | |||
avoid marketing, and they know it. Brands have to | |||
work a lot harder. More than ever, brands have to | |||
offer something of value – something truly | |||
entertaining, or surprising, thought-provoking or | |||
useful. They have to be more generous.” | |||
—Albert Kelly, ECD, Fallon <br> | —Albert Kelly, ECD, Fallon <br> | ||
“First there was a shift away from advertising towards talking about | Advertising going forward is about turning big ideas into personal experiences that change/ reinforce both perceptions and behavior.” | ||
‘content’ – brand content so good people want to engage with, | —Jan Leth, Vice Chairman/Global Digital Creative, Ogilvy & Mather <br> | ||
make their own, share with others, maybe even pay for. And at the | |||
time, that felt like a new, fresh definition for what we do – but it’s still | |||
fundamentally about making stuff. It’s describing the same old | “First there was a shift away from advertising towards talking about ‘content’ – brand content so good people want to engage with, make their own, share with others, maybe even pay for. And at the time, that felt like a new, fresh definition for what we do – but it’s still fundamentally about making stuff. It’s describing the same old production mentality in a new way, and expanding the palette a bit. Now I prefer to define advertising more simply—just as ‘ideas.’ The currency of our business is, and always has been, great ideas. The strength of our thinking. But now the definition of those ideas is so much broader – and holds more opportunity for agencies than ever before. ‘Ideas’ goes beyond making creative deliverables A, B, C & D to being go-to business counsel to clients at the highest levels. Getting knee-deep in every facet of their business. Bringing ideas for new products and services, opening new selling channels, industrial design and packaging; agencies creating their own products/brands, or taking a financial stake in others. The possibilities for this industry are limitless if we stop focusing on making ads – and get ninja-like at bringing big, bold, game-changing business ideas to our clients at such a relentless pace, they might just cry uncle.” | ||
production mentality in a new way, and expanding the palette a bit. | —Jeff Graham, Account Director, Crispin Porter + Bogusky <br> | ||
Now I prefer to define advertising more simply—just as ‘ideas.’ The | |||
currency of our business is, and always has been, great ideas. The | |||
strength of our thinking. But now the definition of those ideas is so | “Make the truth appealing. You just have more ways to do it now. I still think it’s about finding a big idea based on a fundamental truth about a brand that’s meaningful to the target audience, and expressing it appropriately across multiple platforms.” | ||
much broader – and holds more opportunity for agencies than ever | —Woody Kay, Managing Partner, Chief Creative Officer, Arnold<br> | ||
before. ‘Ideas’ goes beyond making creative deliverables A, B, C & | |||
D to being go-to business counsel to clients at the highest levels. Getting knee-deep in every facet of their business. Bringing ideas | |||
for new products and services, opening new selling channels, | |||
industrial design and packaging; agencies creating their own | |||
products/brands, or taking a financial stake in others. | |||
The possibilities for this industry are limitless if we stop | |||
focusing on making ads – and get ninja-like at bringing big, bold, | |||
game-changing business ideas to our clients at such a relentless | |||
pace, they might just cry uncle.” | |||
—Jeff Graham, Account Director, Crispin Porter + Bogusky <br> | |||
“An encounter (that includes messages, | “An encounter (that includes messages, experiences, etc.) created by a brand in order to generate awareness or build preference.”™ That’s the fundamental purpose. May include experiences, a means of stimulating dialog and social media, an invitation to create user generated content. May appear on TV, the web, mobile or embedded in a blood transfusion (coming soon). But the initiation still is created or stimulated or inspired by the brand advertiser and exists to generate awareness and preference. The purpose and objective have not changed. Just the technology, channels of distribution, options for content and the role of the consumer.” | ||
experiences, etc.) created by a brand in order | —Edward Boches, CCO, Mullen <br> | ||
to generate awareness or build preference.”™ | |||
That’s the fundamental purpose. May include | |||
experiences, a means of stimulating dialog and | “Advertising has not changed since the dawn of time, only the media. I’m sure someone must have written ‘Buy this fine reed basket.’ on a clay tablet.” | ||
social media, an invitation to create user generated | —Mark Johnson, Chief Innovation Officer Persuasion Arts & Sciences<br> | ||
content. May appear on TV, the web, mobile or | “Story telling is king. Problem is we sit around like a bunch of dorks talking about which theatre this story is playing in. How many seats. How big the screen is. Whether someone will copy the links and send it to their friends. The Internet is a venue. Not a fucking message. If you can’t express yourself, all you’ve got is a failure of imagination.” | ||
embedded in a blood transfusion (coming soon). But the initiation still is created or stimulated or | —Bill Heater <br> | ||
inspired by the brand advertiser and exists to | |||
generate awareness and preference. The purpose | [[Image:Adv3.gif|300px]] | ||
and objective have not changed. Just the | [[Image:Adv4.gif|300px]] | ||
technology, channels of distribution, options for | [[Image:Adv5.gif|300px]] | ||
content and the role of the consumer.” | |||
—Edward Boches, CCO, Mullen <br> | |||
“Advertising has not changed since the dawn | |||
of time, only the media. I’m sure someone must | |||
have written ‘Buy this fine reed basket.’ on a clay | |||
tablet.” | |||
—Mark Johnson, Chief Innovation Officer | |||
Persuasion Arts & Sciences<br> | |||
“Story telling is king. | |||
Problem is we sit around like a bunch of dorks talking | |||
about which theatre this story is playing in. How many | |||
seats. How big the screen is. Whether someone will | |||
copy the links and send it to their friends. | |||
The Internet is a venue. Not a fucking message. | |||
If you can’t express yourself, all you’ve got is a | |||
failure of imagination.” | |||
—Bill Heater<br> | |||
== Research questions == | == Research questions == | ||
| Line 103: | Line 62: | ||
# [[How easily will be product information be accessible to consumers?]]<br> | # [[How easily will be product information be accessible to consumers?]]<br> | ||
# [[Consumers: Will the definition change?]]<br> | # [[Consumers: Will the definition change?]]<br> | ||
# [[What is internet privacy?]]<br> | |||
# [[what is current privacy issue?]]<br> | |||
# [[What is behavior advertising?]]<br> | |||
# [[What has been the evolution of facebook?]]<br> | |||
== Driving Forces == | == Driving Forces == | ||
| Line 125: | Line 88: | ||
* [[Effects of increasingly segmented entertainment time]] | * [[Effects of increasingly segmented entertainment time]] | ||
* [[Consumer forums]] | * [[Consumer forums]] | ||
=== Economical Driving Force === | === Economical Driving Force === | ||
| Line 131: | Line 93: | ||
* [[World GDP]] | * [[World GDP]] | ||
=== | === Environmental Force === | ||
* [[Visualization of environmental impacts]] | * [[Visualization of environmental impacts]] | ||
* [[Environmental policy]] | * [[Environmental policy]] | ||
== System Diagram == | |||
[[Image:systemdiagram1.png]] | |||
== Scenario Thinking Matrix == | |||
[[image:ScenarioThinkingmatrix.png|700px]] | |||
== Interview == | |||
[[Interviewee: Professor Annet Aris, Adjunct Professor of Strategy, INSEAD]]<br> | |||
== Scenarios == | == Scenarios == | ||
<br> | <br> | ||
[[Scenario 1: Hyper Personalized age]] <br> | [[Scenario 1: Hyper Personalized age]] <br> | ||
| Line 147: | Line 117: | ||
[[Scenario 3: Consumer Privacy takes over the Ad world]] <br> | [[Scenario 3: Consumer Privacy takes over the Ad world]] <br> | ||
<br> | <br> | ||
Latest revision as of 21:59, 17 October 2009
Group
Daniela Cateriano
Kensuke Murai
Justin Block
Maggie Zhu
Vinod Nair
Number doesn't matter
media:NumberdoesmatterSep16buttons.pdf
Introduction
Advertising in leaders' eyes
I define it as a conversation starter. Interruption doesn’t cut it anymore. In the opt-in world, you either get people talking, to each other or to themselves, or nothing happens.”
—Marshall Ross, CCO, Cramer-Krasselt
The definition of advertising has not changed. It still comes down to telling a story about a brand, it’s still about creating ideas that people respond to. But the consumer has changed. They have the power to avoid marketing, and they know it. Brands have to work a lot harder. More than ever, brands have to offer something of value – something truly entertaining, or surprising, thought-provoking or useful. They have to be more generous.”
—Albert Kelly, ECD, Fallon
Advertising going forward is about turning big ideas into personal experiences that change/ reinforce both perceptions and behavior.”
—Jan Leth, Vice Chairman/Global Digital Creative, Ogilvy & Mather
“First there was a shift away from advertising towards talking about ‘content’ – brand content so good people want to engage with, make their own, share with others, maybe even pay for. And at the time, that felt like a new, fresh definition for what we do – but it’s still fundamentally about making stuff. It’s describing the same old production mentality in a new way, and expanding the palette a bit. Now I prefer to define advertising more simply—just as ‘ideas.’ The currency of our business is, and always has been, great ideas. The strength of our thinking. But now the definition of those ideas is so much broader – and holds more opportunity for agencies than ever before. ‘Ideas’ goes beyond making creative deliverables A, B, C & D to being go-to business counsel to clients at the highest levels. Getting knee-deep in every facet of their business. Bringing ideas for new products and services, opening new selling channels, industrial design and packaging; agencies creating their own products/brands, or taking a financial stake in others. The possibilities for this industry are limitless if we stop focusing on making ads – and get ninja-like at bringing big, bold, game-changing business ideas to our clients at such a relentless pace, they might just cry uncle.”
—Jeff Graham, Account Director, Crispin Porter + Bogusky
“Make the truth appealing. You just have more ways to do it now. I still think it’s about finding a big idea based on a fundamental truth about a brand that’s meaningful to the target audience, and expressing it appropriately across multiple platforms.”
—Woody Kay, Managing Partner, Chief Creative Officer, Arnold
“An encounter (that includes messages, experiences, etc.) created by a brand in order to generate awareness or build preference.”™ That’s the fundamental purpose. May include experiences, a means of stimulating dialog and social media, an invitation to create user generated content. May appear on TV, the web, mobile or embedded in a blood transfusion (coming soon). But the initiation still is created or stimulated or inspired by the brand advertiser and exists to generate awareness and preference. The purpose and objective have not changed. Just the technology, channels of distribution, options for content and the role of the consumer.”
—Edward Boches, CCO, Mullen
“Advertising has not changed since the dawn of time, only the media. I’m sure someone must have written ‘Buy this fine reed basket.’ on a clay tablet.”
—Mark Johnson, Chief Innovation Officer Persuasion Arts & Sciences
“Story telling is king. Problem is we sit around like a bunch of dorks talking about which theatre this story is playing in. How many seats. How big the screen is. Whether someone will copy the links and send it to their friends. The Internet is a venue. Not a fucking message. If you can’t express yourself, all you’ve got is a failure of imagination.”
—Bill Heater
Research questions
- Current State of Advertising
- Big players
- Demographics
- History of the industry
- Current trends
- What is the future of the print media?
- What are the innovations taking place for book substitutes?
- What is the projected trend for popularity of live events?
- How easily will be product information be accessible to consumers?
- Consumers: Will the definition change?
- What is internet privacy?
- what is current privacy issue?
- What is behavior advertising?
- What has been the evolution of facebook?
Driving Forces
Technological Driving Force
- Internet Technology
- Mobile Technology
- Security Technology
- Technology R&D
- Green Technology
- IPv6
- Smart Grid
- Digitization
Political Driving Force
Societal Driving Force
- Life Style
- Demographic Shift
- Guerrilla Marketing
- Online Social Networking
- Effects of increasingly segmented entertainment time
- Consumer forums
Economical Driving Force
Environmental Force
System Diagram
Scenario Thinking Matrix
Interview
Interviewee: Professor Annet Aris, Adjunct Professor of Strategy, INSEAD
Scenarios
Scenario 1: Hyper Personalized age