The Future of Communications, Advertising and Branding:
The connected media economy has turned "the People formely known as Consumers" into Users that seem to be getting more numerous and more powerful by the minute, creating their own content or just annexing whatever they want, downloading or streaming what they want when and how they want, and forming digital communities that are set to become more popular than MTV or VH1 ever were. Pre-broadband, linear and mass-media advertising concepts will surely be less relevant in the very near future, but what does "Advertising2.0" look like, who will be "The Creatives" and will brands indeed lose control to those ever more powerful Users? Media Futurist Gerd Leonhard will talk about the next 5 years that lie ahead for the industry.
Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing
1. www.mediafuturist.com
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Presentation at Effie 2008 Athens June 11
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“In order to succeed, we must first believe that we can.”
Nikos Kazantzakis
“What we wish, that we readily believe”
Demosthenes
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Digital
Media Sharing:
We are only at the
Beginning!
The rest of this
Iceberg will emerge
much quicker than
you may think
$77
USD
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Imagine:
You could find people that make a 95% match for your
product or service, and that have agreed to pay attention
They would be interested in hearing from you, and open to
discussing your product or service
They would tell others about your product and transport
your message onward, on your behalf
Markets could be Conversations!
14. Media... www.mediafuturist.com
Narrowband Broadband
Linear B Interactive
O
Monologs T
Conversations
Copyright H Usage Right
Advertising will Ads = Content
Professional Creators C User & ‘Usator’ Content
O
Pay with cash - Pay with attention
E
Push Marketing X Pull & Attract by Merit
I
S
Own & restrict T Share
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First, let’s forget the word ‘Consumer’
• It’s a 2-way affair now!
• Happy users will now do some of the marketing for you
• Interested users now supply ideas for campaigns
• Engaged users now provide images, videos, text, music...
• Loyal users now want to have conversations with you
• The Internet is finally becoming a ‘social’ and cultural web
where Brands that influence Culture do better
• In 2-3 years, there will be no more offline or online
•The kids are now the Authorities!
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2nd: Re-define ‘Advertising’
• Offline and in traditional media, people are skipping and avoiding ads
everywhere (TV); print ad reach is declining, radio stagnates
• Online, people’s attention is very very hard to get (and getting worse) ~
the Attention Deficit Trend is a real challenge
• The web is essentially forcing us to reinvent advertising
• CPMs in social networks are still terrible (15 cents USD!!)
• We must can come up with Ads that provide VALUE, RELEVANCE,
CONTEXT
• In some EU countries, Ads that disrupt and intrude won’t be around in 3
years
19. Remember this? www.mediafuturist.com
It really didn’t take very long!
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Increasingly more reasons to engage online:
Is it easy to get on, and to use?
Is my language spoken?
Is there Content that I want (films, music, news)?
Are there are People I want to meet?
Are there are things I want to share?
Can I feel ‘at home’?
Do I have to be there because everyone else is?
In 2007, 28% of Greek Internet users access the Web to visit museum-,
library- or other knowledge-related content, 50% to download to free
music, 37% to listen to radio / music, and 35% to search for
information on cultural products or events.
Culture
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But... there are problems, too
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
However: the potential evils of an Open
Network - of ‘Too Much Freedom’ - will
always pale beside those of a Closed,
Controlled and Authoritarian Network
25. The story of JPG Magazine & 8020 Publishing www.mediafuturist.com
Empowers its users and communities to participate in all
aspects of the magazine!s content creation
Blurrs the lines between professional and amateur
What was once called “the Audience” has been invited to
participate in and lend its expertise to the editorial process
Virtually anyone can submit original content
Once it's uploaded, visitors to the magazines' respective Web sites vote on each submission
Editors then decide which submissions make it into the print version of the magazine
Contributors who are published in the print edition get $100 and a free annual subscription
Editors are more like curators than masters of a particular domain
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Keywords for mobile computing - and
the new ‘Advertising’ that will go with it
Feels ‘Like a Book’
Touch / Draw / Zoom UIs
Always on (mashed access)
OS / Software on the Network
Very low power consumption
Explosion in location-based services
Technology becomes even more invisible
29. Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a
www.mediafuturist.com
hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.”
Photo via http://flickr.com/photos/sherlock77/
Gathered by www.mediafuturist.com
30. Enable your children to
www.mediafuturist.com
play with information
and media, and
empower them to
Co-Create and
Share Culture.
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The amazing velocity of ‘user-engaged’
• Thirty-eight percent of the video streamed
http://www.forbes.com/technology/forbes/2008/0616/050.html
on the Web now comes from YouTube,
according to ComScore
• YouTube users will upload 600 years'
worth of video this year.
• An ad on the YouTube home page now
costs $175,000 a day
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Imagine: an instant Micro Feed to the
‘People formerly known as Consumers’
twitter.com/gleonhard twitter.com/dailywisdoms
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Total Control of your own Content, Brand and
Services becoming less and less important -
and is shifting to the Users (fka consumers)
Control
TRUST
TRUST TRUST TRUST
45. The story of the New York Times www.mediafuturist.com
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The key to the Future of Advertising
Explicit Permission to use Attention Data &
Clickstream-Data in return for Content (Media &
Entertainment) and Services
The new deal?