the future of advertising, apa, 17/02/09

John V WillshireHead of InnovationPHD

futurepast

“A group of people who form relationships

over time, by interacting regularly around contexts

which are of interest to all of them”

Jake McKee, communityguy.com

“network information economy” – Benkler, 2006

mass media

The internet revolution

Yochai Benkler, ‘The Wealth of Networks’

Remember this?

Production

Duplication

Distribution

“We haven’t had all the groups we’ve wanted…

…we’ve simply had all the groups we could afford”

Clay Shirky, ‘Here comes everybody’,

"The history of the modern media age is

littered with casualties of people who believed in technology rather than

content."

“There's no point spurning technology, creativity follows it”

“…most of the brilliant technologists are actually motivated by is providing

usefulness, entertainment, education and social connectivity”

ed @ bssp

entertain

useful

connect

educate

Source: Hall & Partners

“How did this advertising make you feel?”Word clouds based on verbatim responses

Source: Hall & Partners

entertain

useful

connect

educate

direct

advertising

content tactility

p.r.

TV = 20m

= 11m

entertain

useful

connect

educate

It works.

+8.3%

Source: Cadbury’s

<

entertain

useful

connect

educate

Inspirational leaders

entertain

useful

connect

educate

Source: BARB / Sage

dwell time >social networks

16 million viewers

3x > online brand click-thru

50% > red button

NOW

entertain

useful

connect

educate

john.willshire@phdnetwork.com

http://feedingthepuppy.typepad.com