advertising in the phygital age
TRANSCRIPT
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ADVERTISING IN THE PHYGITAL AGE
BROADCASTING SUCKS
© 2
016
eman
uele
soi
ALM
ED
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© 2016 emanuele soi
“WE DIE”
ALMED
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“WE DIE”
© 2016 emanuele soiALMED
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“WE DIE”
Internet Apocalypso christopher locke
you set my desire... I trip through your wires u2
Premature Burial
We die.
You will never hear those words spoken in a television ad. Yet this central fact of human existence colors our world and how we perceive ourselves within it.
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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AS WE KNOW IT”“THE END OF ADVERTSING
© 2016 emanuele soiALMED
it’s just
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© 2016 emanuele soi
Many years ago, advertising was made of different kinds of bold “statements”. Every single part of every single ad was created to amaze the World. But, as we know, all the good things come to an end.
ALMED
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tv radio stampa affissioni tv radio print outdoor
Mass Media Communicating one-to-many (broadcasting)
© 2016 emanuele soiALMED
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direct pr crm promotions
Direct Media Communicating one-to-one (narrowcasting)
© 2016 emanuele soiALMED
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BANNER AD / MEME , 1981 AD
Ferrarelle, Michele Rizzi & Associati
© 2016 emanuele soiALMED
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HASHTAG , 1988 AD
Nike, Wieden+Kennedy
© 2016 emanuele soiALMED
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VIRAL CLIP, 1993 AD
Martini & Rossi,McCann Erickson➔ http://cor.to/Martini93
© 2016 emanuele soiALMED
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We used to trust maps.
© 2016 emanuele soiALMED
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© 2015 emanuele soi
maps ?!
© 2016 emanuele soiALMED
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© 2
016
eman
uele
soi
Did they all buy the same detergent? Does she exist?
Is she of a solitary or a colleague kind? Year 120 Before iPhone
ALMED
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© 2016 emanuele soi
Mad Men advertising has survived just a couple of decades.
ALMED
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© 2016 emanuele soiALMED
Then something changed.
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© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
AUDIENCE HAS CHANGED“ ”
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© 2016 emanuele soi
Most likely this is a well-paid, City professional in its revolutionary weekend.
ALMED
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Most likely tomorrow they’re subscribing a joint life insurance. Or booking a cruise for two.
© 2016 emanuele soiALMED
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Most likely it’s way easier and profitable to work on their micro-moments,
instead of grouping your very audience into a shapeless supercrowd.
© 2016 emanuele soiALMED
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© 2016 emanuele soi
“WHY?”
ALMED
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© 2016 emanuele soiALMED
1 2 3
device history
in 3 takes
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© 2016 emanuele soiALMED
1 2 3
device history
in 3 takes
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MARKETS DO.”“PRODUCTS MIGHT CHANGE,
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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MARKETS DO.”“PRODUCTS MIGHT CHANGE,
© 2016 emanuele soiALMED
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2005
© 2016 emanuele soiALMED
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© 2015 emanuele soi© 2016 emanuele soiALMED
2013
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© 2015 emanuele soi© 2016 emanuele soiALMED
2007
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WHAT HUMAN AM I?
© 2016 emanuele soiALMED
“ ”
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WHAT HUMAN AM I?“ ”
photo : Stanley Kubrick, 1946
© 2016 emanuele soiALMED
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WHAT DOES SURROUND ME?“ ”
© 2016 emanuele soiALMED
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WHAT DOES SURROUND ME?“ ”
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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WHAT DO I KNOW?“ ”
© 2016 emanuele soiALMED
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WHAT DO I KNOW?“ ”
big data
© 2016 emanuele soiALMED
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AND HOW?“ ”
© 2016 emanuele soiALMED
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“ ”
© 2016 emanuele soiALMED
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WHAT CAN I REMEMBER?“ ”
© 2016 emanuele soiALMED
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big data storytelling
-ZMOT-© 2016 emanuele soiALMED
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I’D BETTER REMEMBER STORIES“ ”
© 2016 emanuele soiALMED
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NEED SOME EVIDENCES?“ ”
© 2016 emanuele soiALMED
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ANY POWERFUL STORYTELLING IN YOUR MIND?“ ”
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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1290-95
© 2
016
eman
uele
soi
ALM
ED
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700 years
ago © 2
016
eman
uele
soi
ALM
ED
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“Branded” storytelling
© 2
016
eman
uele
soi
ALM
ED
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“Dieu est lumière.”
Georges Duby, Adolescence de la chrétienté occidentale, L'Europe des cathédrales et Fondement d'un nouvel humanisme, Skira, 1966-1967, 3 volumes
1130-1190
© 2016 emanuele soiALMED
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Stained Glass Vetrate “istoriate”
© 2
016
eman
uele
soi
ALM
ED
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© 2016 emanuele soiALMED
Sponsored Ads, early XIII Century.
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© 2016 emanuele soiALMED
Sponsored Ads, early XIII Century.
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How Storytelling Affects the Brain
NEURAL COUPLING A story activates parts in the brain that allows the listener to turn the story into their own ideas and experience thanks to a process called neural coupling.
MIRRORING Listeners will not only experience the similar brain activity to each other, but also to the speaker.
DOPAMINE The brain releases dopamine into the system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy.
CORTEX ACTIVITY When processing facts, two areas of the brain are activated (Broca’s and Wernicke’s area). A well-told story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex.
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
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MARKETS DO.”“PRODUCTS MIGHT CHANGE,
© 2016 emanuele soiALMED
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© 2016 emanuele soiALMED
MARKETS DO.”“PRODUCTS MIGHT CHANGE,
vs.
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© 2016 emanuele soiALMED
MARKETS DO.”“PRODUCTS MIGHT CHANGE,
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© 2016 emanuele soiALMED
“PRODUCTS MIGHT CHANGE, MARKETS DO.”World’s largest taxi company owns no taxis (Uber)
Largest accommodation provider owns no real estate (Airbnb)
Largest phone companies own no telco infra (Skype, WeChat) World’s most valuable retailer has no inventory (Alibaba)
Most popular media owner creates no content (Facebook)
Fastest growing banks have no actual money (SocietyOne)
World’s largest movie house owns no cinemas (Netflix) Largest software vendors don’t write the apps (Apple, Google)
No, it ain’t digital
disruption, yet.
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© 2016 emanuele soiALMED
“PRODUCTS MIGHT CHANGE, MARKETS DO.” $21.8bn ad revenue blocked
in 2015
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© 2016 emanuele soiALMED
“PRODUCTS MIGHT CHANGE, MARKETS DO.” $21.8bn ad revenue blocked
in 2015
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Online advertising is under the microscope, thanks in large part to the rise in ad blocking. The use of ad blockers continues to rise across Europe — 22 percent of U.K. adults online use a blocker, according to IAB/YouGov’s figures released today [1 mar].
So has programmatic trading helped perpetuate the issue? Programmatic for online display has been an exercise in polishing a turd. We’ve tried to sex up something that was fundamentally broken. It doesn’t matter how you buy it or phrase it. If it’s still something no one ever responds to, what’s the point? Whether I’ve bought this turd by cash or credit card, it’s still a turd. You can give me as many fancy tech presentations as you like. But to make it sound more sophisticated than it is, the myth that’s been perpetuated is that people need to get involved with it, because if they don’t they’re not sophisticated marketers. Whereas in many ways the opposite is true. If you fundamentally don’t understand what it is you’re buying, you shouldn’t be buying it.
© 2016 emanuele soiALMED
“PRODUCTS MIGHT CHANGE, MARKETS DO.” $21.8bn ad revenue blocked
in 2015
Confessions of a media agency CEO on display advertising: 'We’ve tried to sex up something that was fundamentally broken.'
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© 2016 emanuele soiALMED
ADVERTISING IS DIE HARD“ ”
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© 2016 emanuele soi
“WHY?”
ALMED
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© 2016 emanuele soiALMED
MARKETS DO,“PRODUCTS MIGHT CHANGE,
CLIENTS HA HA.”
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© 2016 emanuele soi
“HOW?”
ALMED
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© 2016 emanuele soiALMED
We are at a point where we can use the "consumer insight" available to us to serve prospective buyers well, or we can use it to harass them and haunt them like some spooky "ghost of advertising future". Getting the use of data right and applying the charm of genuine creativity seems to me to be the essential point here.
The people we seek to seduce don’t seem to like this much. To thrive, we need to concentrate on the true art of seduction. Be interesting, compelling and useful – or just really damn beautiful.
Outside of the programmatic bombardment, where the algorithm rules, it’s possible to build touchpoints around brands that people actively want to be a part of.
Chris Clarke, chief creative officer, international of DigitasLBi
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© 2016 emanuele soi
“WHO?”
ALMED
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© 2016 emanuele soiALMED
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THANK YOU NOW GO AND CHANGE THE WORLD ; )
© 2016 emanuele soiALMED