Difference between revisions of "Future of Advertising in 2020"

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=Group=
==Group==
[[User:Daniel Cateriano|Daniela Cateriano]]<br>
[[User:dcateriano|Daniela Cateriano]]<br>
[[User:Kensuke Murai|Kensuke Murai]]<br>
[[User:Kensuke Murai|Kensuke Murai]]<br>
[[User:Justin Block|Justin Block]]<br>
[[User:Justin Block|Justin Block]]<br>
[[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 ==
Advertising in leaders' eyes


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>


The definition of advertising has not changed. It still
 
comes down to telling a story about a brand, it’s still
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.”
about creating ideas that people respond to. But the
—Marshall Ross, CCO, Cramer-Krasselt<br>
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
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.”
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>


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 <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,
“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.”
industrial design and packaging; agencies creating their own
—Edward Boches, CCO, Mullen <br>
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>


“Make the truth appealing. You just have more ways
“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.”
to do it now. I still think it’s about finding a big idea
—Mark Johnson, Chief Innovation Officer Persuasion Arts & Sciences<br>
based on a fundamental truth about a brand that’s
“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.”  
meaningful to the target audience, and expressing it
—Bill Heater <br>
appropriately across multiple platforms.”
—Woody Kay, Managing Partner,
Chief Creative Officer, Arnold<br>


“An encounter (that includes messages,
[[Image:Adv3.gif|300px]]
experiences, etc.) created by a brand in order
[[Image:Adv4.gif|300px]]
to generate awareness or build preference.”™
[[Image:Adv5.gif|300px]]
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 <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 ==


# [[Current State of Advertising]]<br>
# [[Current State of Advertising]]<br>
# [[Listing top countries]]<br>
# [[Top Products]]<br>
# [[Breakdown of different Media]]<br>
# [[Dollars/Euros spent]]<br>
# [[Big players]]<br>
# [[Big players]]<br>
# [[Demographics]]<br>
# [[Demographics]]<br>
# [[Top Products]]<br>
# [[State of World-Wide economy with projections until 2020]]<br>
# [[History of the industry]]<br>
# [[History of the industry]]<br>
# [[What has been "game-changers" in the past?]]<br>
# [[Current trends]]<br>
# [[Current trends]]<br>
# [[Future Predictions]]<br>
# [[Future products?]]<br>
# [[Current Content]]<br>
# [[Possible substitutes]]<br>
# [[Macro/geopolitical issues between now and 2020a]]<br>
# [[What is the future of the print media?]]<br>
# [[What is the future of the print media?]]<br>
# [[What are the innovations taking place for book substitutes?]]<br>
# [[What are the innovations taking place for book substitutes?]]<br>
Line 115: 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 120: Line 71:
* [[Internet Technology]]
* [[Internet Technology]]
* [[Mobile Technology]]  
* [[Mobile Technology]]  
* [[Digital Media Technology]]
* [[Security Technology]]  
* [[Security Technology]]
* [[Mobile Technology]]  
* [[Technology R&D]]
* [[Technology R&D]]
* [[Smart Energy]]
* [[Green Technology]]
* [[IPv6]]
* [[Smart Grid]]
* [[Digitization]]


=== Political Driving Force ===
=== Political Driving Force ===
* [[Policy: Corporation]]
* [[Policy: Consumer]]
* [[Security Policy]]
* [[Security Policy]]


Line 134: Line 84:
* [[Life Style]]
* [[Life Style]]
* [[Demographic Shift]]  
* [[Demographic Shift]]  
* [[Value Change]]
* [[Business Model]]
* [[Guerrilla Marketing]]
* [[Guerrilla Marketing]]
* [[Online Social Networking]]
* [[Online Social Networking]]
* [[Effects of increasingly segmented entertainment time]]
* [[Effects of increasingly segmented entertainment time]]
* [[Consumer forums]]


=== Economical Driving Force ===
=== Economical Driving Force ===
* [[Economic Cycle]]
* [[Scale Merit]]
=== Enviornmental Force ===
* [[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: Pull advertising in 2020]] <br>
[[Scenario 1: Hyper Personalized age]] <br>




[[Scenario 2: ]] <br>
[[Scenario 2: Peer to peer review age ]] <br>




[[Scenario 3: ]] <br>
[[Scenario 3: Consumer Privacy takes over the Ad world]] <br>
<br><br><br>
<br>
 
== System Diagram ==
[[Image:systemdiagram1.png]]

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

Adv2.gif


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

Adv3.gif Adv4.gif Adv5.gif

Research questions

  1. Current State of Advertising
  2. Big players
  3. Demographics
  4. History of the industry
  5. Current trends
  6. What is the future of the print media?
  7. What are the innovations taking place for book substitutes?
  8. What is the projected trend for popularity of live events?
  9. How easily will be product information be accessible to consumers?
  10. Consumers: Will the definition change?
  11. What is internet privacy?
  12. what is current privacy issue?
  13. What is behavior advertising?
  14. What has been the evolution of facebook?

Driving Forces

Technological Driving Force

Political Driving Force

Societal Driving Force

Economical Driving Force

Environmental Force

System Diagram

Systemdiagram1.png

Scenario Thinking Matrix

ScenarioThinkingmatrix.png

Interview

Interviewee: Professor Annet Aris, Adjunct Professor of Strategy, INSEAD

Scenarios


Scenario 1: Hyper Personalized age


Scenario 2: Peer to peer review age


Scenario 3: Consumer Privacy takes over the Ad world