advertising, in search of relevance

ADVERTISINGIn Search Of Relevance

• The role of advertising and ad

agencies; past, present and future

• The audience's role in advertising

moving forward

• Enabling fandom

• Transforming fans into co-creators

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Today’s Discussion

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About Me Jeremy Brady

Creative Director at HubSpot

• It's always open season on ideas. We should hunt them tirelessly

• Run hard. Live easy.

• Be present

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The role of advertising

and ad agencies

past, present

and future

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The role of advertising and advertising agencies; past, present and future

Overview

Past: 1700 1800s

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Text-based messages

Paul revere, Original texter

The role of advertising and ad agencies; past, present and future. 1700s to 2000s

Past: 1800s

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Large-image based ads


Past: 1950s

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TV & Print ads for mass audience

• Agency disciplines are copywriting, art direction, and media.

• Account manger is the link between client and agency.


“Anyway, you didn’t burn the Schlitz” Sigh.

Past: 1970s

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Things just get weird

• Media Dept. leaves agency


Past: 1990s

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Digital Agencies Arrive, .com bombs

• Agency disciplines are direct marketing, interactive, branding, events, PR and Media

• Agency production outsourced for each silo

pets.com, because you needed pet food NOW.

Past: 2000s

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Digital Agencies re-org and thrive

• Agency disciplines of insights and planning added

• Media and analytics reincorporated into agency

• Technology and production comes in-house

Pepsi Refresh project, tapped the altruistic hive mind

Present Day

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• Ads largely ignored because they’re not relevant

• Display advertising sucks on mobile

• Audience is fragmented

• Ad blocking

• “About Me" Advertising

• Ad Agency role as content creator/marketer

• Ad Networks

• Agencies are objective Eyes and ears for the client

• Digital accounts for 40% of revenue vs. 25.8% in 2009

• Ad-Agency employment has reached it’s highest since 2001

• Video advertising growing 50% y/y on YouTube.

• By 2017, video will account for 69 percent of all consumer Internet traffic, according to Cisco.

• Media spending increasing and still growing

Digital Growing

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• Niche targeted ads

• Behavior driven advertising tailored to "screens"

• Ad Agency role shifts to content curator vs. creator

• Sharp rise of volunteered data

• Ad blocking tools more sophisticated

• “About Me" Advertising

• Audience demands quicker access to good content

• Long Form Publishing & Social become one

• Customers dig for deeper content in search of value

• Digital accounts for 40% of revenue vs. 25.8% in 2009

• Ad-Agency employment has reached it’s highest since 2001

• Video advertising growing 50% y/y on YouTube.

• By 2017, video will account for 69 percent of all consumer Internet traffic, according to Cisco.

• Media spending increasing and still growing

Digital Growing

Future Forward

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“...it is the technology that has liberated the consumer.” — Henry Jenkins

Audience’s RoleThe Rise of the Fan Creators

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…all we can do is to invite the multiplier

to participate in the construction of the brand

by putting it to work for their

own purposes in their own world.— Grant McCracken, Anthropologist and media consultant

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Audience’s RoleWho are Fan Creators?

• Their Multipliers

• Share their affinity in a ONE-TO-ONE-TO-MANY way

• Appropriators

• Emotionally invested

• Brand evangelists

• Part of a hive mind

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Groundswell of Fan Creators

• 300 million images are uploaded to Facebook each day

• 8,796 Photos shared per second on Snapchat

• YouTube has over a billion users who watch millions of hours on YouTube and generate billions of views each day.

Audience’s Role

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Fan Creator tools more ubiquitous

• Longform interactive content on mobile with Facebook instant articles

• Apple’s latest iPhone has a 12 megapixel camera

• Online video remixers on Cartoon Network

• Podcasts

• Music mashups on Soundcloud

• Gif Meme creators

Audience’s Role

Facebook instant articles https://instantarticles.fb.com

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We are all now professional creators. You no longer need an entire video crew. What you need are folks who can take that content and compile it in a meaningful way to tell that story with impact.

Enabling FansGive Them a Microphone

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Enabling FansHow do we enable them?

• Engage an active audiences by giving them branded tools and media to express their fandom. For ex. Games, Quizzes, contests

• Harness collective intelligence

• Active cooptation

• Provide accessible rewards

• Create and promote freely accessible creation/sharing platforms

• Foster knowledge communities

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To be relevant to our audience agencies must think and act(ivate) like fans.

Fans EnabledAn Example in Fan Act(ivation)s

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Madden 15 Giferator Taunt your rivals in real time.

Insight • Football Fans love to talk trash

Results • #4 most googled gif in 2014

• 500,000 gifs created

• 14% increase in madden video game sales

https://www.thinkwithgoogle.com/campaigns/ea-sports-madden-giferator.html

THANK YOU

advertising, in search of relevance

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