This is a presentation I gave on June 9, 2008 to the Minneapolis outpost of the Miami Ad School. The topic was "What's the future of advertising?" I question whether we can even define advertising at all today, and offer some different ways of thinking about the industry and a future career in it.

1. Miami Ad School | Minneapolis
Monday, June 09, 2008
What’s the future
of advertising?
Presented by Tim Brunelle
Creative Commons Attribution & Non-Commercial License

2. A better question might be

3. What’s
advertising?

4. What makes up advertising today?
_Strategy & Effect
_Business models + compensation
_Creativity + Ideas
_Media
_Role of the consumer

5. What makes up advertising today?
_Strategy & Effect
_Business models + compensation
_Creativity + Ideas
_Media
_Role of the consumer
Each of these categories is fertile ground for
radical new thinking that’s redefining the industry.

6. Let’s take a brief step back

7. 1978

8. TV 3
networks

9. 91%
reach
http://library.duke.edu/digitalcollections/adaccess/radio-tv.html

10. That world no longer exists

11. AWARENESS
ENGAGEMENT
RESEARCH
CONSIDERATION
PURCHASE

12. AWARENESS
THEN
ENGAGEMENT
RESEARCH
CONSIDERATION
PURCHASE

13. NOW
PHOTO: SU-LIN

14. Something is
dramatically
different with
marketing and
advertising today.

15. That “it” is:
social media
social networking
crowd sourcing
blogging
micro blogging
sharing
commenting
embedding
linking
tagging
posting
rating
participation
conversation

16. That “it” is:
Business Week (Mar 3, 2008)
“Consumer Vigilantes”
“Callaway put his Cingular complaint to music and posted it on YouTube (left)
Comcast customer Salup has decided blogs are the best bet for getting
action (middle) Dee started firing off e-mails to US Airways brass while
waiting for hours on a runway”

18. There’s something there, there.
“...the number of blog readers has jumped to 57
million American adults, or 39% of the online
population.”
July 2006: Pew Internet study, “The State of Blogging”
Technorati currently states it is tracking over 112.8
million blogs (April, 2007). “120,000 new blogs are
created every day.”
21,157 results for books tagged for “social media” at
Amazon (April 2008).

19. What’s
advertising?
PHOTO: SU-LIN

20. Advertising 2.0
= TIME
= PERSONAL

21. Advertising 2.0 = TIME
_24/7/365, i.e. The 24-Hour Ad Agency

23. Advertising 2.0 = TIME
_24/7/365, i.e. The 24-Hour Ad Agency
_Ongoing content vs. Campaign production

24. http://www.uniqlo.jp/uniqlock/

25. Advertising 2.0 = TIME
_24/7/365, i.e. The 24-Hour Ad Agency
_Ongoing content vs. Campaign production
_Media is location agnostic, but context centric

27. Advertising 2.0 = PERSONAL
_Human voice vs. Corporate

30. Advertising 2.0 = PERSONAL
_Human voice vs. Corporate
_It’s got to be useful

32. Advertising 2.0 = PERSONAL
_Human voice vs. Corporate
_It’s got to be useful
_It involves. It is inter-active

34. Advertising 2.0
= MORE WORK
= MORE $$$

35. Advertising 2.0 = MORE WORK, MORE $$$
_More “advertising” jobs, more tasks, more time
_Redefinition of what’s “creative”
_Redefining perceptions of scheduling, production
budgets, staffing levels and strategic importance

36. What should you
do to prepare?

37. What should you do to prepare?
_Participate
+Listen
+Acknowledge
+Share

39. What should you do to prepare?
_Participate
+Listen
+Acknowledge
+Share
_Diversify
+Experiment
+Elaborate & Mutate
+Be fearless

40. What’s
advertising?

41. What’s the future
of advertising?

42. It’s up to you.

43. timbrunelle.com
Creative Commons Attribution & Non-Commercial License