Proposal | reboot10 – 5 comments
FREE (OF) ADVERTISING
Calling for a new set of core advertising principles.
What happens when I share all of my purchasing intentions publicly ? Will advertisers pay ME instead of intermediaries? What happens when media start offering free advertising and charge users to match their preferences with finely personalized offers? What kind of economy are we really moving into when the traditional model of products-ads-users reverts?
A huge disproportion in growth of content and ad inventory compared to market demand, intensified competition and saturation in the online advertising space, global proliferation of new advertising instruments (ad marketplaces and exchanges), the disintegration of the media and the virtualization of the web (apps, dataportability, multitasking, aggregation = no user loyalty), bring the marginal costs of advertising online close to zero. On the other side, Google's increased dominance of ad distribution create artificial barriers to self-regulating market mechanisms which are calling for a reconsideration of the classical marketing model (think 4Ps).
Early attempts (Beacon, APML) did not prove viable but paved way for a new paradigm in which Toffler's activist prosumers (consumers + producers) engage in conversations with brands on equal footing and- with cynism and distrust. We need to understand these deep structural changes, study the economics of the ad distribution models and propose new mechanisms for advertising to the Gen Y. It has to be free, pull-based and voluntary. But hey, this is not advertising anymore?
'The etymology of the word advertising comes from the Latin word adverto. Ad meaning “to” and vertere meaning ‘turn.’ So advertising is the turning of attention to something, of drawing and calling attention to something.'
Advertising as interpreted by this definition does not exist anymore.
5 comments
We turn ..
We do turn nowadays, just for different things than what is still classified as advertisement. I am always torn by the free side and the business side - as much as I like to share things for free at the end of the day one needs to earn money. At the same time I want things for free - but I understand that the other side needs to earn money.
I think what I would like to see from you - very roughly drafted - is a perspective on the trends which happen in advertisement and what you think could be a viable way for all side to go further.
It is not enough that a few people have ideas, it needs to be working in real life and sometimes it helps to get a perspective from an informed individual who has the mindset of the audience.
Media Macrotrends
Advertising is not only displaying of ads to target customers or building of brands. And the trends in advertising are not only online and social, WOM and SEM.. as the marginal costs of advertising move close to zero, and the means become more efficient than ever, the question is how products will move in markets with completely redefined forces.
What happens when I share all of my purchasing intentions publicly ? How will advertisers pay ME instead of intermediaries?
What happens when media start offering free advertising and charge users to match their preferences with finely personalized offers?
What kind of economy are we really moving into when the traditional model of products-ads-users reverts?
It's not only about advertising
Andrej asked: "What happens when I share all of my purchasing intentions publicly ? How will advertisers pay ME instead of intermediaries?”
It's really interesting, this looming change of paradigm, or business model... What is going to be free and what not, and who gets paid for what in the field of marketing and advertising?
I get paid (among few other things) for helping companies and brands engage their clients better in order to sell the products or services more efficiently.
But during last few years I’ve found myself ever more often in these exhilarating situations where we’ve come up with a solution called marketing or advertising (in lack of better words) that is not only a better “adverto”, but also cultivates the data cathering from the interaction between the work itself and the people seeing or using this “act of marketing” into valuable information, ideas and services to sell to other companies.
So, is it possible, from the point of view of the companies and brands, that advertising and marketing can become not only free, but also a sellable and even profitable product?
Artvertiser
The artvertiser might an interesting take on this discussion:
www.theartvertiser.com/
Suggestions?
There no other proposal on the advertising topic. I would love to hear you feedback and narrow down the topic of this session.