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Impact of Social Media on Advertising

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Martin Thomas
Martin Thomas

Presentation at Advertising in Social Media World conference 6th April 2011

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Social Media & the Strategic Opportunity for Advertising Martin Thomas @crowdsurfing
Hype Shows No Sign of Diminishing
Advertising & Social Media ,[object Object],[object Object],[object Object]
Death of Advertising May have Been Exaggerated £250k for 30 second spot
High Speed v High Production v Ad of the Year?
Big Media v Big Society v Highest rated ad during 2011 Superbowl $20m community fund replaces Superbowl ad
Change Drivers Socio-Cultural & Media Landscape ,[object Object],[object Object],[object Object],[object Object]
Which media owner has larger audience than all these combined?
Change Drivers Evolving Client Demands Fastest growing brand in category without any advertising support 140 m viewers, no media investment Expert sourced creative campaigns Breakthrough social media
Change Drivers Shifting Creative Economics Visit Britain saved over £200k on photographic costs using Flickr “ A few 19 year old students … can design & produce a brilliant campaign in a few hours that once would have taken weeks of late-night creative work by 50 people to produce” Jerry Della Femina (original Mad Man)
Change Drivers Emerging Collaborative Business Models ,[object Object],[object Object]
Community Commerce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Community Commerce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reinventing Agency Model & Approach
Reinventing the Agency ,[object Object],Crowd/Expert sourcing
Reinventing the Agency ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reinventing the Agency ,[object Object],“ If something looks too perfect, consumers won’t touch it as ‘it leaves no space for me ” Clay Shirky Brand owners should “allow their work to get ‘messed up” Alex Marks at Microsoft Advertising
Reinventing the Agency ,[object Object],Authenticity & topicality more important than production values
Reinventing the Agency ,[object Object],[object Object],“ 365 day creativity” rather than concentrating on 1-2 monolithic campaigns every year Robert Campbell, Beta
Reinventing the Agency ,[object Object],[object Object]
Reinventing the Agency ,[object Object],[object Object],[object Object]
Reinventing the Agency ,[object Object],Multi-screen Mobile Need to avoid “trying to do today’s job with yesterday’s tools & yesterday’s concepts” Marshall McLuhan
www.crowdsurfing.net @crowdsurfing

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Impact of Social Media on Advertising

  • 1. Social Media & the Strategic Opportunity for Advertising Martin Thomas @crowdsurfing
  • 2. Hype Shows No Sign of Diminishing
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  • 4. Death of Advertising May have Been Exaggerated £250k for 30 second spot
  • 5. High Speed v High Production v Ad of the Year?
  • 6. Big Media v Big Society v Highest rated ad during 2011 Superbowl $20m community fund replaces Superbowl ad
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  • 8. Which media owner has larger audience than all these combined?
  • 9. Change Drivers Evolving Client Demands Fastest growing brand in category without any advertising support 140 m viewers, no media investment Expert sourced creative campaigns Breakthrough social media
  • 10. Change Drivers Shifting Creative Economics Visit Britain saved over £200k on photographic costs using Flickr “ A few 19 year old students … can design & produce a brilliant campaign in a few hours that once would have taken weeks of late-night creative work by 50 people to produce” Jerry Della Femina (original Mad Man)
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