This post is a transcript of this ppt - http://www.slideshare.net/harshil.karia/advertising-the-future-presentation# (outlined in the previous post as well)Lets take a look at advertising today - Indian Advertising.. So there are brands or 'clients', in advertising terminology.There are the agencies and within each you could have a full service agency that does everything under one roof, you could have brand consultants who advise companies on how to shape up their brands, you could have specialist agencies who are basically really good with either digital marketing, or word of mouth or anything of that sort. Some agencies are creative boutiques offering creative services to certain brands and full service agencies otherwise. Finally you also have media planning and buying agencies who buy and plan ad placements across media (print, TV, outdoor, ambient) for companies.The next slide looks at Indian Media forecasts courtesy a Report by Group M. Indians are hooked to the television – it takes 36% of all media spends in the country (2007) with an expenditure expected to be Rs. 8354 by the end of this year. Newspapers and magazines are at 51% of market share when it comes to media spends. The internet and mobile are abysmally low but they have the highest expected growth rate – 91%; retail is also expected to grow briskly in 2008. So India’s advertisers are firmly banking on the traditional mediums while the new mediums are only peripheral mediums. The Internet and Mobile are taken together jointly as a category called ‘Internet’. It would be interesting to see the broken down growth rates of both digital mediums respectively.So our advertising has changed creatively. Look at the following 3 ads. 2 of them are from another era altogether. The 3rd one is more recent – you can also look at an ad for the same brand featuring Riya Sen here.So a few things come out of these ads from different generations:1) We have moved from English to Regional Languages2) The commercials have become shorter keeping in mind skyrocketing media rates3) The newer commercial with Deepika Padukone is more semi urban, more rustic, characterizing the average Indian.4) In the old concepts everything was overplayed, oversaid, repeated. The newer concept is more witty (see the white umbrella among black umbrellas - the white drink in an overcrowded cola market?)Inside an Ad Agency.I wont go into the details. More can be seen here.The notable department is the account planning department. They strategize for brands bringing into account research and insights for creatives to leverage mindsets and harmonize concepts that will ring a bell in the audience's minds. Planners are probably today the most creative people in agencies. Here is a famous account planner writing about account planning.The next slide talks about brands saving time and in effect thats what they do. They help you to choose a product over another without having you think into the details and comparing each feature primarily because they appeal to your senses. So what people say, feel, and think about your brand is important. (Dell is listening to all of this via social media and capitalizing on it by having a positive spillover effect and also modifying its products in the bargain by garnering real insights).So this whole saving time deal is important because imagine if we were living in an economy that had a market with 'Perfect Competition' then there would be many buyers and many sellers (arguably all extremely competent) and thus it would be difficult to differentiate between the two. On the other hand you could argue that perfect competition also means perfect information and thus the best producers will benefit anyway.On the whole brands reduce the search costs of what we want because they stand for something.So how do brands start standing for something?Market researchers gauge collective insights. The slide (13) that has words listed and insights collected about mindsets is one such example.One example of an insight based creative is the brand Dove. It really encapsulates how women feel about the beauty products onslaught and the treatment of Women as sex objects.Here are a few print ads that our designer has done for Dove - read the copy and you will see how it echoes the sentiment of how women feel. The graphic is also a play on all the things that characterize women as sex objects.
Here's a couple of International Ads as well made on the same lines. BRILLIANT Advertising.The other route is the all - out creative route. The posters that FoxyMoron has done for GM Modular are probably characteristic of this route. Here's another ad - the Adidas commercial that further characterizes this concept. The future, i think is where the twain shall meet. Creativity and insights take products and advertising to a whole new level. Marketing will have to be in - built into products and thats where i think the real value of advertisers will come out. Marketing will be built into brands. Marketing that will make brands sell by word of mouth where advertising will be only 'supportive' in nature. Brands such as this will generate generic PR. Google never needed to spend a penny. The Nano will not require too much advertising. The wii was built for consumers and the iPhone's PR is legendary. Check out what BMW did. This isnt advertising. This generated curiosity. So advertising changed the advertising paradigm with this. This was a landmark because there was no logo at the end of this, nothing. The films speak for themselves. The wikipedia link tells you more. Speed Racer is another example of adding value through content. Speed racer gave 250,000 free gifts on Facebook. Im assuming they paid Facebook a little less than 75 cents per gift. This is a great way to advertise a product because it requires user involvement and thus it ensures brand connect. It also seems more non intrusive than the other mediums of advertising because its user driven. Seemed like a great viral strategy to me. People are likely to pass this gift on to their friends, its something that will stick to the profile page and have high visibility. It will also act as a reminder message in terms of the communication strategy for the Speed Racer movie.Social Media otherwise can be a great tool for adding value through content via SMS Channels, Twitter pages and unofficial official blogs etcIn the future i see advertising become more precise in terms of being able to measure even the dynamics of creativity. Slide 24 shows the technology undertaken by a company called Media e2e to measure the impact of Soft Brand advertising of the Maruti Swift in Bunty aur Bubbly. The value is a little over 62 lakh rupees for the placement taking into acount mentions, distance from the screen, the category of soft brand advertising, reach of the film etc. Its probably or probably not what Maruti paid but this is what it should have paid. So thats precision. In terms of intuition, advertising will be able to sense your emotion and the context and offer you a customized message. This clip from Minority Report is one such example. So the future will understand your stress levels through pupil dialation and other things. I think it will happen in the next few years through touchscreen devices. These devices will have sensor which will be able to map your emotions and deliver value in real time. So the power may shift to manufacturers who can store all this data, as opposed to service providers. Behavioural advertising and intuitive search via web 3.0 are also pretty fascinating - the search engine gives you what you want. Behavioural advertising is competing with contextual advertising and i think the 2 are already meeting where in balanced algorithms are being created to make room for both. Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content. Contextual is generally all about page context meeting ad context.
The few other Indian Ads i really like:
There's more coming up btw - the 2nd presentation at Pilani was on Web 2.0, digital marketing, and social media.
