Why advertising is broken

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Why Advertising is Broken

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What is desirable to clients & consumers

What is viable in the marketplace

What is possible with technology

Innovation

Infrastructure

CultureCapabilities

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A brief recap on

traditional advertising

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OR not

AND

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WE ARE REALLY EFFICIENT

AT BUILDING

AWARENESS FOR STUFF

PEOPLE DON’T GIVE A #%^@ ABOUT

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PaidOwnedEarned

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Rise of Social Currency

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TV as the conversation

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Media Multi-tasking in the Living Room

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Media Multi-tasking in Retail

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Digitally Empowered Employees

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M-Commerce

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Location as the Primary target

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Physical Recognition

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Gesture-Based Interaction

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RELEVANCE not

AWARENESS

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Now What?

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A Day in the LifeBefore Work

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A Day in the LifeAt Work

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A Day in the LifeAfter Work / before home

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A Day in the LifeAfter Work / At home

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AND not OR

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So what. Why is it broken?

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Anthropology is Timeless

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Dunbar’s number

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HUNTERS

GATHERERS45

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Lifestage

Hobbies

Shared experience

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Understanding & Predicting our Hunting & Gathering Instincts is the opportunity.

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We are in controlWe want everything on DEMAND

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Active, not Passive

Passive' Ac*ve' Par*cipa*ng' Sharing,'cura*ng' Crea*ng'

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Awareness Consideration Preference Action Loyalty

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We are the MediumPassiveHow our messaging effects them

“Who we’ll reach”

Creative is end point

ParticipatoryWhat they do with it

“Who they’ll reach”

Creative is only the beginning

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Marketing is a ConversationCampaign MentalityExecute the Plan

Defend of the brand

Rely on major innovations

Power of the tagline

Always On Newsroom MentalityListening & Adapting to the unplanned

Facilitator of brand worthy behaviour

Importance of small innovations, often consumer-driven

Power of relevancy

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What if we start with the first 150 instead of the mass reach

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CW&T67

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#WantAnR8

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What if we help the hunters with their hunt?

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What if we made it easier for the gatherers with Content APIs?

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We considered our “owned” audiences alongside our “rented media” audiences?

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We listened

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We valued Utility > Advertising

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We created & distributed content based on Listening + Relevance + Utility

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ADD VALUE not

NOISE

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ACTION not

AWARENESS

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REACTIONS not

REACH

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When we do that, they will tell their friends

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EXPERIENCE FACILITATOR

not EXPERIENCE DISRUPTOR

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AND LISTENING ACTION

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• Until mid-1960s

Age of Interruption

• 1960s – 1980s

Age of Entertainment • mid-1980s

to now

Age of Engagement

• Now

Age of Dialogue • Next 2-5

years

Age of Partnership

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Shift in what we valueLess Creating Brand Awareness

One Way

Major Mass Media

Media/Campaign Centric

Interrupt & Repeat (GRPs)

MoreCreating Brand Action

Marketing as facilitation

Where consumers want to connect

When consumers want to connect

Engagement

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What if we prioritized advertising budgets like this?

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Brand Experience

Engagement Awareness

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Hunters + Their Tasks

Content / Customer Service / Technology & Enablement / Ratings & Reviews

Mass Media Earned Owned

Gatherers(Advocates & Influencers)

Socially enabled

storytelling

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So where do we go from here?

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“a well defined problem is 90%

solved”

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Insight Strategy Desire Storytelling

Utility Software

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Thank You

@mattdipaola

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