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Innovation & the Changing Face of Advertising Jacek Grebski @jgrebski | jacekgrebski.com

Innovation + changing face of advertising

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Presentation focuses on understanding the historical, and the changing landscape of advertising, including engagement and messaging, and how it's been and will continue to change for some time. The presentation was given on March 19th 2012 @ Tulane University's AB Freeman School

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Page 1: Innovation + changing face of advertising

Innovation & the Changing Face of Advertising

Jacek Grebski

@jgrebski | jacekgrebski.com

Page 2: Innovation + changing face of advertising

What is innovation?

Page 3: Innovation + changing face of advertising

What is innovation?

Creativity is the process of generating something new.

Page 4: Innovation + changing face of advertising

What is innovation?

Creativity is the process of generating something new.

Innovation is the practical application of creativity into a measurable impact.

Page 5: Innovation + changing face of advertising

Innovation thinking

Fundamental Blocks

intent value

Page 6: Innovation + changing face of advertising

How does this apply to advertising?

It’s been the same stale paradigm since the mid 1800’s

Page 7: Innovation + changing face of advertising

20111986195619371889 1974

What do we see here?

Page 8: Innovation + changing face of advertising

2008198919821966195219421924

And here?

Page 9: Innovation + changing face of advertising

Broadcast Problem

Stop telling people how to feel, make them feel.

Page 10: Innovation + changing face of advertising

And start talking

so let's go viral

Page 11: Innovation + changing face of advertising

Ok, but lets refine the old

by using technology to target

Page 12: Innovation + changing face of advertising

Data mining

The story

Page 13: Innovation + changing face of advertising

But the problem persists

=

Purchasing choice comes down to emotion

Page 14: Innovation + changing face of advertising

The biggest emotional influencer is word of mouth.

Kim gets $10 k a tweet

But is it effective?

And what about a

Emotional Influence

Page 15: Innovation + changing face of advertising

The real impact is zero

focuses on current customers - retention

the conversation

for many is still a one way shout channelbuilds little to minimal emotional impactthere’s no measurable ROI

Page 16: Innovation + changing face of advertising

How do we solve engagement?

simple

Page 17: Innovation + changing face of advertising

how do you solve engagement?

talk

Page 18: Innovation + changing face of advertising

how do you solve engagement?

bridge

Page 19: Innovation + changing face of advertising

how do you solve engagement?

involve

Page 20: Innovation + changing face of advertising

how do you solve engagement?

gamify

Page 21: Innovation + changing face of advertising

how do you solve engagement?

integrate

Page 22: Innovation + changing face of advertising

Future

Page 23: Innovation + changing face of advertising

Much thanks!

twitter @jgrebski

blog @ jacekgrebski.com