DEATH TO ONLINEADVERTISING, LANGUAGE & THE INTERNET

2012 ROCKED FOR FORWARD THINKING & INNOVATIVE DIGITAL ADVERTISING...

BUT AN ALTERNATE REALITY OF DIGITAL CREATIVITY EXISTED.

WHERE ADVERTISING ON THE INTERNET, LOOKED A LOT LIKE ADVERTISING BEFORE THE INTERNET.

DRIVEN BY NUMBERS...

CHANNEL OBSESSED

PASSIVE AND ONE WAY

BIGGER, LONGER, TEASERED AND TRAILED, #TAGGED, LIKED, BLIPPED, ON EVERYMEDIA. ‘DIGITAL’ BY CHANNEL, NOT BY DESIGN.

WE ARE IN THE MICHAEL BAY AGE OF ADVERTISING ON THE INTERNET.

A HI-CONCEPT SMOTHERED IN INSANELEVELS OF TACKED ON EXTRAS.

ALL POWERED BY ONE OF THE INTERNETS’ TOUCHSTONE DESCRIPTORS

“ONLINE”

ONLINE IS ONE OF OUR SIMPLEST DESCRIPTORS OF DIGITAL INTERACTION

BUT IT’S MEANING IS ROOTED IN THE PAST

1995

THIS WAS THE HAIRCUT

THIS WAS THE SONG

Bill Clinton

THIS WAS THE PRESIDENT

AND THIS WAS THE INTERNET

AND THIS WAS WHAT YOU DID ON IT

THINGS CHANGE. METAPHORS BECOME EXTINCT

OUR EXPERIENCE OF THE INTERNET HAS EVOLVED.

2013

THIS IS THE HAIRCUT

THIS IS THE SONG

Bill Clinton

THIS IS THE PRESIDENT

AND THIS IS THE INTERNET

1995: ACCESS

2013: UBIQUITY

THE SHIFT:

ONLINE = CHANNEL

THE INTERNET = TOOL

“THE LEAST INTERESTING THINGS ON THE INTERNET ARE THE ADVERTISING ON IT”

DAN HON INTERACTIVE CREATIVE DIRECTOR - W+K

WHY IS THIS A PROBLEM FOR ADLAND?

ONLINE IS ADLANDS’ PAST REPACKAGED

WHICH THWARTS IT’S FUTURE.

AN NON-IMAGINARY CONVERSATION WITH ADLANDS FUTURE:

“WELL WE’VE DONE SOME WORK WITH XXXXX WHERE WE MADE THIS GREAT AD AND THEN PUT IT ONLINE”

OH.

“WHAT SORT OF DIGITAL CAMPAIGNS DO YOU WANT TO CREATE IN THE FUTURE?”

A TRANSLATION: “WE’LL MAKE SOMETHING THAT IS IN EFFECT, A TRADITIONAL PIECE OF ADVERTISING, AND THEN PUT IT ON THE WEB, AS THE WEB IS ESSENTIALLY A BIGGER MEDIA PLATFORM THAN TV BUT IN THIS CONTEXT, WORKS EXACTLY THE SAME WAY. PEOPLE WILL FIND IT (OF COURSE THROUGH A TRADITIONAL MEDIA CHANNEL) AND SHARE IT. THESE SHARES AND LIKES WILL BE REGARDED IN MUCH THE SAME WAYS AS VIEWS ARE IN TV, BUT AMAZINGLY, WE WILL BE ABLE TO SAY THIS IS A DIGITAL PIECE AS IT’S SHEER SCALE OF VIEWS AND ABILITY TO LIVE ‘ONLINE’ WILL BLIND PEOPLE TO IT’S ORIGINS, AND THEREFORE ITS’ LIMITATIONS AS A TRADITIONAL MEDIA FAKING A MODERN APPROACH”

WE’RE USING THE INTERNET TO COMMUNICATE PRODUCTS, NOT CREATING COMMUNICATION PRODUCTS WITH IT.*

*ABRIDGED FROM GARETH KAY - CSO GOODBY SILVERSTEIN & PARTNERS

WE NEED TO PUT LESS THINGS

. WITH THE INTERNET

AND BUILD MORE THINGS

HOW?

BY ACKNOWLEDGING WE EXIST IN A PERMANENT ‘SEMI-INTERNET STATE.’

Taken from ‘Photo’s of Hipsters taking photos of food’

A SEMI STATUS UPDATING, CHECKING IN, YELPING, INSTAGRAMMING, TWEETING, EMAILING, WIKIPEDING, SNAPCHATTING, GMAILING, EVERNOTING, LIKING, CODING, COMMENTING, GOOGLING, EDITING, READING, VIDEOING, SEARCHING, LOCATING, STATE.

WHERE MARKETING HAS TO BEND TO THE INTERNET’S WILL.

AUGMENTATION NOT INTERRUPTION

"I'M ANNOUNCING THE DEATH OF THE 30-SECOND TV AD – IT IS TOO LONG, IT IS BULLSHIT... FIVE SECONDS IS THE RIGHT LENGTH. ONE OF THE WAYS OF GETTING NOTICED IS TO CHANGE THE STANDARD UNIT OF CONSUMPTION, THAT UNIT IS 30 SECONDS AND IT IS BORING."

TREVOR BEATTIE - FOUNDER, BMB

YOU HAVE TO BUILD IN THE SEMI-INTERNET STATE TO CREATE THE MOST USEFUL WORK (AND THESE AREN’T ADS.)

WHERE THE INTERNET IS LIFEBLOOD. THE LUBRICANT OF ANY IDEA.

“YOU NEED TO DO MORE THAN JUST PUT A VIDEO ONLINE, BECAUSE THAT ISN’T GOING TO GET YOU ANYWHERE. THERE ARE A MILLION FILMS ONLINE. WHY SHOULD ANYBODY WATCH THIS? WE DEFINED A STRATEGY FOR HOW TO TAKE A TRADITIONAL PIECE OF MEDIA AND PUT IT OUT INTO THE WORLD IN A NATIVELY DIGITAL WAY.”

MICHAEL LIEBOWITZ - BIG SPACESHIP

MORE THAN ‘CALL TO ACTIONS’

#MORETHANJOINTHECONVERSATION

“THE PRODUCT IS THE SERVICE IS THE MARKETING”RUSSELL DAVIES - GOVERNMENT DESIGN SERVICE

THANKS!@THEKINGMOBWWW.THESOCIETYOFTHESPECTACLE.COMWWW.JDJDENMAN.COM