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BASSETT & PARTNERS
EMERGING PLATFORMS EXPLORATION!
02.24.2014!
!
BASSETT & PARTNERS 6EMERGING PLATFORMS
Today’s Objectives
4
• Illustrate how companies are using emerging platforms to advance their advertising
strategy.!
• Identify opportunities for advertising in emerging platforms.!
• Evaluate emerging platforms with a critical eye to advertising implications.!
• Identify current and future trends in emerging platforms.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 5
CULTURAL CONTEXT!
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 6
ALWAYS ON
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 7
GRAYED OUT
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 8
EMPOWERED
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 9
THIRSTY
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS 10
OVERWHELMED
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
ANXIOUS
EMERGING PLATFORMS EXPLORATION 11
BASSETT & PARTNERS
ANNOYED
EMERGING PLATFORMS EXPLORATION 12
BASSETT & PARTNERS
STATE OF ADVERTISING!
EMERGING PLATFORMS EXPLORATION 13
BASSETT & PARTNERS
BROKEN
EMERGING PLATFORMS EXPLORATION 14
Advertising is broken
15BASSETT & PARTNERS Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey EMERGING PLATFORMS EXPLORATION
• “In most categories a brand’s market share is stationary”!
• 4 out of 5 categories seen as increasingly homogeneous!
• Less than 1 in 10 ads seen as different!
• 4% response rate successful in DM; 0.5% average click-thru rate for banners!
• 3x $ spent on price cutting as on ‘brand building’ in packaged goods!
What are you really selling?
16BASSETT & PARTNERS Source: Youtube - Simon Sinek, "Start With Why" EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
“Understand what people are
interested in and work back
from there.” !
!
- Gareth Kay, Founding Partner Zeus Jones San Francisco
EMERGING PLATFORMS EXPLORATION 17
Emerging Platforms
18
PLATFORMS THAT CAN BE LEVERAGED BY BRANDS TO SHARE WITH THE
WORLD WHY THESE BRAND EXIST IN THE FIRST PLACE - I.E. THEIR REASONS
FOR BEING.!
!
THESE PLATFORMS SHOULD ALSO ALLOW BRANDS TO DEMONSTRATE THEIR
USEFULNESS WELL BEYOND SIMPLY THEIR LITERAL PRODUCT OR SERVICE
BENEFITS.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
Emerging Platforms
19
1. Curated experiences!
2. New learning culture!
3. Maker movement!
4. Super human potential!
5. Access vs. Ownership
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
1. CURATED EXPERIENCES!
EMERGING PLATFORMS EXPLORATION 20
1. Curated experiences
21
• What it is: EXPERIENCES STITCHED TOGETHER BY TASTEMAKERS !
!
• Why it matters: PEOPLE ARE OVERWHELMED BY UNLIMITED OPTIONS, THEY’RE
LOOKING FOR DIRECTION, WHILE AT THE SAME TIME THEY VALUE BEING
SURPRISED & DELIGHTED THROUGH NEW DISCOVERIES
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
1. Curated experiences :: Beats Music
22BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
1. Curated experiences :: Trunk Club
23BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
2. NEW LEARNING CULTURE!
EMERGING PLATFORMS EXPLORATION 24
2. New learning culture
25
• What it is: LEARNING IS NO LONGER DEPENDENT ON INSTITUTIONS!
!
• Why it matters: PEOPLE SEEKING NEW SKILLS CAN TAP INTO AN ENDLESS SUPPLY
OF CONTENT ONLINE AT LITTLE TO NO COST
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
2. New learning culture :: Skillshare
26BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
2. New learning culture :: Khan Academy
27BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
3. MAKER MOVEMENT!
EMERGING PLATFORMS EXPLORATION 28
3. Maker Movement
29
• What it is: THE RESURGENCE OF PEOPLE WANTING TO MAKE TANGIBLE THINGS
WITH THEIR OWN HANDS!
!
• Why it matters: CALL IT A REJECTION OF THE DIGITIZATION OF NEARLY EVERY
ASPECT OF OUR LIVES - PEOPLE HAVE A DEEP-SEATED DESIRE TO CREATE AND
MAKE THEIR MARK!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
3. Maker movement :: Motomethod
30BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATIONSource: PSFK Future Retail Report 2012 | PG 28
Motorcycle
repair shop
invites
customers
to work on
bikes
themselves.!
3. Maker movement :: MakerBot
31BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
4. SUPER HUMAN POTENTIAL!
EMERGING PLATFORMS EXPLORATION 32
4. Super human potential
33
• What it is: WEARABLE DEVICES WILL ACT AS DIGITAL EXTENSIONS OF PEOPLE’S
OWN HUMAN ABILITIES!
!
• Why it matters: PEOPLE WILL BE ABLE TO DO EXTRAORDINARY THINGS AS THE
INTEGRATION OF SENSORS AND TECHNOLOGY IS EMBEDDED INTO THE FABRIC
OF OUR EVERYDAY LIVES!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
4. Super human potential :: Wearable Robot
34BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
4. Super human potential :: Oakley Airwave
35BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
5. ACCESS V OWNERSHIP!
EMERGING PLATFORMS EXPLORATION 36
5. Access v ownership
37
• What it is: PEOPLE NO LONGER FEEL THE NEED TO PERSONALLY OWN MANY
THINGS THAT WERE ONCE CONSIDERED NECESSITIES.!
!
• Why it matters: THE GREAT RECESSION HAS MADE A LASTING IMPACT ON
PEOPLE’S PRIORITIES. WHEN MONEY WAS SCARE, ALTERNATIVE BUSINESS
MODELS WERE LAUNCHED AND LOVED.!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
5. Access v ownership :: Uber
38BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
5. Access v ownership :: Airbnb
39BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
IMPLICATIONS!
EMERGING PLATFORMS EXPLORATION 40
Emerging Platforms + Implications
41
1. Curated experiences!
2. New learning culture!
3. Maker movement!
4. Super human potential!
5. Access v Ownership
BASSETT & PARTNERS
1. One-to-one!
2. Always in beta!
3. Embrace analog!
4. Need to speak visually!
5. Always be sharing
EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
1. ONE-TO-ONE!
EMERGING PLATFORMS EXPLORATION 42
1. One-to-one
43
• LEVERAGE TECHNOLOGY TO MAKE CUSTOM TAILORED EXPERIENCES AT SCALE
(E.G. N.M. ARMS SALES PEOPLE WITH IPADS THAT LIST FREQUENT SHOPPERS
PREFERENCES)
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
2. ALWAYS IN BETA!
EMERGING PLATFORMS EXPLORATION 44
2. Always in beta
45
• ADVERTISING IS NOT A SET IT AND FORGET IT APPROACH LIKE IN YEARS PAST.!
!
• THERE IS A NEED TO BE AGILE. TO DEPLOY, LEARN, AND ADAPT AFTER LAUNCH.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
3. EMBRACE ANALOG!
EMERGING PLATFORMS EXPLORATION 46
3. EMBRACE ANALOG
47
• THE COUNTER TO OUR EVER INCREASING DIGITIZED SOCIETY IS THE NEED TO
CREATE TANGIBLE THINGS OUT OF MATTER THAT MATTER TO US.!
!
• IN WHAT WAYS COULD YOUR BRAND, PRODUCT, SERVICE AND/OR EXPERIENCE
ENABLE PEOPLE TO LEVERAGE THEIR IMAGINATION AND CREATE?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
4. NEED TO SPEAK VISUALLY!
EMERGING PLATFORMS EXPLORATION 48
4. Need to speak visually
49
• WE ARE ENGROSSED IN TEXT ALL DAY LONG - FROM TEXT MESSAGE, TO
MARKETING COMMUNICATIONS TO EMAIL TO NEWS APPS, GOSSIP MAGAZINES
AND EVERYTHING IN BETWEEN.!
!
• HOW MIGHT WE LEVERAGE VISUALS AND IMAGERY TO HELP PEOPLE NAVIGATE
EXPERIENCES WITH EASE AND INTUITION?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
BASSETT & PARTNERS
5. ALWAYS BE SHARING!
EMERGING PLATFORMS EXPLORATION 50
5. Always be sharing
51
• THE PASSIONATE PURSUIT OF MATERIAL ACCUMULATION HAS BEEN UPENDED BY
THE DESIRE TO GAIN EXPERIENCES WITHOUT THE STRINGS.!
!
• IN WHAT WAYS MIGHT YOUR BRAND BE BETTER SERVED BY OFFERING ITS
PRODUCTS OR SERVICES ON A TEMPORARY BASIS V BEING SOLEY FOCUSED ON
CLOSING THE SALE?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
mike.ronkoske@bassett.tv
!
@koske

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Emerging Platforms Exploration

  • 1. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION! 02.24.2014! !
  • 2. BASSETT & PARTNERS 6EMERGING PLATFORMS
  • 3. Today’s Objectives 4 • Illustrate how companies are using emerging platforms to advance their advertising strategy.! • Identify opportunities for advertising in emerging platforms.! • Evaluate emerging platforms with a critical eye to advertising implications.! • Identify current and future trends in emerging platforms. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 4. BASSETT & PARTNERS 5 CULTURAL CONTEXT! EMERGING PLATFORMS EXPLORATION
  • 5. BASSETT & PARTNERS 6 ALWAYS ON EMERGING PLATFORMS EXPLORATION
  • 6. BASSETT & PARTNERS 7 GRAYED OUT EMERGING PLATFORMS EXPLORATION
  • 7. BASSETT & PARTNERS 8 EMPOWERED EMERGING PLATFORMS EXPLORATION
  • 8. BASSETT & PARTNERS 9 THIRSTY EMERGING PLATFORMS EXPLORATION
  • 9. BASSETT & PARTNERS 10 OVERWHELMED EMERGING PLATFORMS EXPLORATION
  • 10. BASSETT & PARTNERS ANXIOUS EMERGING PLATFORMS EXPLORATION 11
  • 11. BASSETT & PARTNERS ANNOYED EMERGING PLATFORMS EXPLORATION 12
  • 12. BASSETT & PARTNERS STATE OF ADVERTISING! EMERGING PLATFORMS EXPLORATION 13
  • 13. BASSETT & PARTNERS BROKEN EMERGING PLATFORMS EXPLORATION 14
  • 14. Advertising is broken 15BASSETT & PARTNERS Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey EMERGING PLATFORMS EXPLORATION • “In most categories a brand’s market share is stationary”! • 4 out of 5 categories seen as increasingly homogeneous! • Less than 1 in 10 ads seen as different! • 4% response rate successful in DM; 0.5% average click-thru rate for banners! • 3x $ spent on price cutting as on ‘brand building’ in packaged goods!
  • 15. What are you really selling? 16BASSETT & PARTNERS Source: Youtube - Simon Sinek, "Start With Why" EMERGING PLATFORMS EXPLORATION
  • 16. BASSETT & PARTNERS “Understand what people are interested in and work back from there.” ! ! - Gareth Kay, Founding Partner Zeus Jones San Francisco EMERGING PLATFORMS EXPLORATION 17
  • 17. Emerging Platforms 18 PLATFORMS THAT CAN BE LEVERAGED BY BRANDS TO SHARE WITH THE WORLD WHY THESE BRAND EXIST IN THE FIRST PLACE - I.E. THEIR REASONS FOR BEING.! ! THESE PLATFORMS SHOULD ALSO ALLOW BRANDS TO DEMONSTRATE THEIR USEFULNESS WELL BEYOND SIMPLY THEIR LITERAL PRODUCT OR SERVICE BENEFITS. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 18. Emerging Platforms 19 1. Curated experiences! 2. New learning culture! 3. Maker movement! 4. Super human potential! 5. Access vs. Ownership BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 19. BASSETT & PARTNERS 1. CURATED EXPERIENCES! EMERGING PLATFORMS EXPLORATION 20
  • 20. 1. Curated experiences 21 • What it is: EXPERIENCES STITCHED TOGETHER BY TASTEMAKERS ! ! • Why it matters: PEOPLE ARE OVERWHELMED BY UNLIMITED OPTIONS, THEY’RE LOOKING FOR DIRECTION, WHILE AT THE SAME TIME THEY VALUE BEING SURPRISED & DELIGHTED THROUGH NEW DISCOVERIES BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 21. 1. Curated experiences :: Beats Music 22BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 22. 1. Curated experiences :: Trunk Club 23BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 23. BASSETT & PARTNERS 2. NEW LEARNING CULTURE! EMERGING PLATFORMS EXPLORATION 24
  • 24. 2. New learning culture 25 • What it is: LEARNING IS NO LONGER DEPENDENT ON INSTITUTIONS! ! • Why it matters: PEOPLE SEEKING NEW SKILLS CAN TAP INTO AN ENDLESS SUPPLY OF CONTENT ONLINE AT LITTLE TO NO COST BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 25. 2. New learning culture :: Skillshare 26BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 26. 2. New learning culture :: Khan Academy 27BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 27. BASSETT & PARTNERS 3. MAKER MOVEMENT! EMERGING PLATFORMS EXPLORATION 28
  • 28. 3. Maker Movement 29 • What it is: THE RESURGENCE OF PEOPLE WANTING TO MAKE TANGIBLE THINGS WITH THEIR OWN HANDS! ! • Why it matters: CALL IT A REJECTION OF THE DIGITIZATION OF NEARLY EVERY ASPECT OF OUR LIVES - PEOPLE HAVE A DEEP-SEATED DESIRE TO CREATE AND MAKE THEIR MARK! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 29. 3. Maker movement :: Motomethod 30BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATIONSource: PSFK Future Retail Report 2012 | PG 28 Motorcycle repair shop invites customers to work on bikes themselves.!
  • 30. 3. Maker movement :: MakerBot 31BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 31. BASSETT & PARTNERS 4. SUPER HUMAN POTENTIAL! EMERGING PLATFORMS EXPLORATION 32
  • 32. 4. Super human potential 33 • What it is: WEARABLE DEVICES WILL ACT AS DIGITAL EXTENSIONS OF PEOPLE’S OWN HUMAN ABILITIES! ! • Why it matters: PEOPLE WILL BE ABLE TO DO EXTRAORDINARY THINGS AS THE INTEGRATION OF SENSORS AND TECHNOLOGY IS EMBEDDED INTO THE FABRIC OF OUR EVERYDAY LIVES! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 33. 4. Super human potential :: Wearable Robot 34BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 34. 4. Super human potential :: Oakley Airwave 35BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 35. BASSETT & PARTNERS 5. ACCESS V OWNERSHIP! EMERGING PLATFORMS EXPLORATION 36
  • 36. 5. Access v ownership 37 • What it is: PEOPLE NO LONGER FEEL THE NEED TO PERSONALLY OWN MANY THINGS THAT WERE ONCE CONSIDERED NECESSITIES.! ! • Why it matters: THE GREAT RECESSION HAS MADE A LASTING IMPACT ON PEOPLE’S PRIORITIES. WHEN MONEY WAS SCARE, ALTERNATIVE BUSINESS MODELS WERE LAUNCHED AND LOVED.! BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 37. 5. Access v ownership :: Uber 38BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 38. 5. Access v ownership :: Airbnb 39BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 39. BASSETT & PARTNERS IMPLICATIONS! EMERGING PLATFORMS EXPLORATION 40
  • 40. Emerging Platforms + Implications 41 1. Curated experiences! 2. New learning culture! 3. Maker movement! 4. Super human potential! 5. Access v Ownership BASSETT & PARTNERS 1. One-to-one! 2. Always in beta! 3. Embrace analog! 4. Need to speak visually! 5. Always be sharing EMERGING PLATFORMS EXPLORATION
  • 41. BASSETT & PARTNERS 1. ONE-TO-ONE! EMERGING PLATFORMS EXPLORATION 42
  • 42. 1. One-to-one 43 • LEVERAGE TECHNOLOGY TO MAKE CUSTOM TAILORED EXPERIENCES AT SCALE (E.G. N.M. ARMS SALES PEOPLE WITH IPADS THAT LIST FREQUENT SHOPPERS PREFERENCES) BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 43. BASSETT & PARTNERS 2. ALWAYS IN BETA! EMERGING PLATFORMS EXPLORATION 44
  • 44. 2. Always in beta 45 • ADVERTISING IS NOT A SET IT AND FORGET IT APPROACH LIKE IN YEARS PAST.! ! • THERE IS A NEED TO BE AGILE. TO DEPLOY, LEARN, AND ADAPT AFTER LAUNCH. BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 45. BASSETT & PARTNERS 3. EMBRACE ANALOG! EMERGING PLATFORMS EXPLORATION 46
  • 46. 3. EMBRACE ANALOG 47 • THE COUNTER TO OUR EVER INCREASING DIGITIZED SOCIETY IS THE NEED TO CREATE TANGIBLE THINGS OUT OF MATTER THAT MATTER TO US.! ! • IN WHAT WAYS COULD YOUR BRAND, PRODUCT, SERVICE AND/OR EXPERIENCE ENABLE PEOPLE TO LEVERAGE THEIR IMAGINATION AND CREATE? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 47. BASSETT & PARTNERS 4. NEED TO SPEAK VISUALLY! EMERGING PLATFORMS EXPLORATION 48
  • 48. 4. Need to speak visually 49 • WE ARE ENGROSSED IN TEXT ALL DAY LONG - FROM TEXT MESSAGE, TO MARKETING COMMUNICATIONS TO EMAIL TO NEWS APPS, GOSSIP MAGAZINES AND EVERYTHING IN BETWEEN.! ! • HOW MIGHT WE LEVERAGE VISUALS AND IMAGERY TO HELP PEOPLE NAVIGATE EXPERIENCES WITH EASE AND INTUITION? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION
  • 49. BASSETT & PARTNERS 5. ALWAYS BE SHARING! EMERGING PLATFORMS EXPLORATION 50
  • 50. 5. Always be sharing 51 • THE PASSIONATE PURSUIT OF MATERIAL ACCUMULATION HAS BEEN UPENDED BY THE DESIRE TO GAIN EXPERIENCES WITHOUT THE STRINGS.! ! • IN WHAT WAYS MIGHT YOUR BRAND BE BETTER SERVED BY OFFERING ITS PRODUCTS OR SERVICES ON A TEMPORARY BASIS V BEING SOLEY FOCUSED ON CLOSING THE SALE? BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION