Advertising & The Future
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Transcript of Advertising & The Future
Advertising & The Future
Where was it? Where is it likely to head?
Harshil Karia
A Little Bit About Me
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I Like
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Be‘Foxy’ By
Lets take a look atIndian Advertising Today
Industry Overview
Brandor
‘Client’Agencies Media
BrandConsultant
CreativeBoutique
Specialist
In - House
MPB
The Numbers
India Media Forecasts
Creatively Changed
http://www.youtube.com/watch?v=HrwG5jvMeFk
...
http://www.youtube.com/watch?v=mbJ_nF26eis
And Now
http://www.youtube.com/watch?v=4Gdqe47_v_I
http://www.youtube.com/watch?v=bnkcVaVgERk
INSIDE AN AGENCYIT’S A BUSY PLACE
If You Let Go off the FanciesAdvertisers build brands. Brands save time.
Brand = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.
Marketeers Researchto gauge mindsets - see, hear, interpret
• “24 x 7”, “ASAP”, “1 second” – Expressing a sense of urgency
• “Rocking”, “kick – ass”, “buzz off”, “scoot”, (lets) “bounce”, “piss off”, “f*** off”, “lets head” – Symbolizing action orientation
• “Full – on”, “Max(imum)”, “awesome”, “f*** all”, “eww”, “soooooo”, “toooo” (both used before describing something), “I’m f***ed”– Comfort with extremes
• “Guys” (for a group of boys and girls), “dude” (for girls as well), “bitch” (used interchangeably for boys and girls), fag (calling men and women both) – Fading gender differences
• “What’s happening?”, “What’s up” (instead of hi or hello) – A desire to always want to do something
One example of gauging mindsets - This helps people like you build great products as well. Such insights are the future.
Result - ‘Insight Based Creative’
Dove Campaign
http://www.youtube.com/watch?v=Ei6JvK0W60I
...
http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related
The Other Route
Adidas
http://www.youtube.com/watch?v=FkHmV0s3PjE
The Future is where the twain shall meet
Marketing built into products
• Products will have to market themselves
Advertising will become supportive
• It will add value only through content to create the buzz.
• BMW Films - Add Value Through Content. Make the audience enjoy.
• Speed Racer gifts on Facebook
• Social Media
http://www.youtube.com/watch?v=e3R9IpAQ6xo
Precision
Google Ad - Sense
Rs. 62,12,628/-
More Intuitive
Instinctive SearchBehavioural Models
Sensor based
http://www.youtube.com/watch?v=nQbVD5hlddk&feature=related
few more Indian ads that i like
(If you aren’t bored already!)
Thank [email protected]
http://www.foxymoron.orghttp://www.theconstantobserver.blogspot.com
http://www.twitter.com/harshilkaria