Presentation about the latest trends in online advertising. This is the 2012 version. For more information about this topic, feel free to contact me.

1. VERSION 2012
A PRESENTATION BY EVAN VAN LISSUM

2. 1. Act now

3. DIGITAL WILL FUCK YOU UP

4. IT’S A COMPLEX NIGHTMARE
“The irony is that while there have never been more ways to reach consumers,
it’s never been harder to connect with them.”- Jakeman, CCO Activision

5. ADAPT OR DIE
“It is not the strongest of the species that survives, nor the most intelligent that survives.
It is the one that is the most adaptable to change.” - Darwin

6. DESTROYED BY
DIGITAL TECHNOLOGY

7. TV STILL BIGGEST. ONLINE CLOSE BEHIND.
PRINT GETTING SMASHED.
€70.000
OTHER 20%
€50.000
ONLINE 38%
€30.000
€10.000 TELEVISION 42%
€0
2007 2008 2009 2010 2011
Source : Business Insider

8. DEATH OF
MASS MARKETING
= End of lazy marketing

9. CONTENT ISN’T KING. CONVERSATION IS.
MEDIA
CONVERSATION
BRANDS CONSUMERS
Source : André Duval

10. Marketing in the future is like sex.
Only the losers will have to pay for it.
(Jon Bond)

11. EARNED MEDIA IS KING
Word of Mouth (WOM) and publishing
content into free channels climb to the top
Source : Soda Report

12. OWNED MEDIA IS QUEEN
Natural search and social brand
platforms are major priorities
Source : Soda Report

13. PAID MEDIA BECOMES JESTER
Branded video content and sponsorships
show strong growth
Source : Soda Report

14. BUDGET SHIFTS
FROM TRADITIONAL TO DIGITAL
50%
40% 41%
40%
Significantly decreasing (--)
30% Somewhat decreasing (-)
27% 26% Staying the same (=)
25%
20%
Somewhat increasing (+)
18%
Significantly increasing (++)
10% 11%
7%
4% 2%
0%
PAID EARNED/OWNED
Source : Soda Report

15. INSURANCE - 2005 VS NOW
Source: Touchpoints Global Norms

16. 1. Act now
2. Is your business social?

17. Source: Christoph Schmaltz

18. Source: Christoph Schmaltz

19. From B2B/B2C to P2P

20. Making one person responsible
for your social activity,
is like giving a phone to only one employee.

21. Personal branding.
Will employees with larger networks,
gain higher salaries?
Read: Forbes

22. 1. Act now
2. Is your business social?
3. Agency of the future

24. BEFORE THE CRISIS
PRODUCT DEVELOPMENT

25. DURING THE CRISIS
PRODUCT DEVELOPMENT

26. LEAN
GOALS

27. WELCOME TO THE AGE OF AGILE CREATIVITY
LEAN
(product development)
Ideas in marketing
AGILE
(software development)

28. http://youtu.be/aQUvcJXdOQ4

29. Source: Think with Google

30. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first

31. GLOBAL INTERNET
DEVICE SALES
Source : Business Insider

32. What do people do on mobile?
everything they do online
(+ Angry birds and Instagram (100 mio in 2 yrs))

33. There is no “mobile web”

34. THEY PLAY GAMES AND SOCIAL NETWORK..
Daily Smartphone App Consumption, Minutes Per Category
Source : Business Insider

35. What about mobile content?

36. No other content, but

37. cut the bullshit!
Source: @brad_frost

38. Source: @brad_frost

39. Source: @brad_frost

40. think mobile first

42. OLD CONTEXT

43. NEW CONTEXT

44. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web

46. MOBILE WEBSITE MOBILE APP
Source: Smart Insights

47. Source: Smart Insights

48. TOTAL TIME SPENT
USING MOBILE WEB VS. APPS
Source : Business Insider

49. more mobile browsing
but more time spent on apps

50. Hybrid apps

51. CROSSOVER APP AND MOBILE WEB
Source: Frankwatching

52. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web
6. Social today

53. Half of the B2C marketers have no clue
Social media has the potential to build my brand,
but I am not sure how to capitalize on it.

54. Half of the agencies neither
Source: Tom Fishburne

55. To understand social,
go home and talk to your friends.

56. EMBRACE ONGOING IMPERFECTION
THE ROAD TO SUCCESS

57. “Our challenge is that a lot of people think tv,
print and Billboard and try to apply that to Facebook”
Paul Adams, Global head of Brand Design
Cartoon: Tom Fishburne

58. Source: Tom Fishburne

59. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web
6. Social today
7. Social tomorrow

60. The future of is

61. NOTHING

62. There will not be another
Facebook, Twitter or Google+

63. It’s the end of social media
as a thing, a place, a destination

64. THE FUTURE IS A PROTOCOL

65. We are at 2% of the real social revolution
Source: Baekdal

66. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web
6. Social today
7. Social tomorrow
8. Facebook

67. 62%
satisfaction report by ForeSee. avg 74%

68. ARE WE SOCIAL TIRED?

69. NO!
We are tired of all the things that get in
the way of being social
Source: Baekdal

70. WE HAVE NO CONTROL

71. WE ARE GUEST IN THEIR GARDEN

72. EDGERANK
Source: Viral and social

73. EDGERANK
Source: Viral and social

74. EDGERANK
1. Timing: Thuesday, Wednesday, weekend. Around 9am
2. Be direct: ask for share, comment or like
3. Be Consistent: post at least once a day
4. Ask open-ended questions (Where, Why, When, Whould,...)
5. Use photos and videos
6. Post interesting and helpful content. No continual self-promotion
7. Offer specials and discounts
8. Use Facebook Sponsored Stories Ads to highlight News Feed Posts
9. Post directly from your Facebook Page. No 3rd party apps
10. Keep it short. Max 80 characters
Source: Viral and social

75. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web
6. Social today
7. Social tomorrow
8. Facebook
9. Pinterest

77. No reading, just scanning
Show me, don’t tell me

78. IDEA & CONTENT CURATION
Collect everything on the internet
and order it into your own personal space

79. A STEP INTO THE FUTURE OF SOCIAL

81. 1. Act now
2. Is your business social?
3. Agency of the future
4. Mobile first
5. App versus mobile web
6. Social today
7. Social tomorrow
8. Facebook
9. Pinterest
10. Going viral

82. Created by Duval Guillaume Modem

83. Consumer reactions to TNT’s hugely viral
“dramatic surprise” video demonstrate
the effectiveness of unique, entertaining content
Source: Wave Metrix

84. Consumers discuss the effectiveness of the video as an ad more than anything else:
Source: Wave Metrix

85. The ad drives consumers to perceive TNT as a unique, clever brand.
Source: Wave Metrix

86. THIS IS A PRESENTATION BY EVAN VAN LISSUM, THANK YOU FOR WATCHING
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