I gave this presentation in February 2014 to a group of advertising and marketing professionals enrolled in a Digital Advertising Certificate workshop through the University of Illinois College of Media.

1. BASSETT & PARTNERS
EMERGING PLATFORMS EXPLORATION!
02.24.2014!
!

2. BASSETT & PARTNERS 6EMERGING PLATFORMS

3. Today’s Objectives
4
• Illustrate how companies are using emerging platforms to advance their advertising
strategy.!
• Identify opportunities for advertising in emerging platforms.!
• Evaluate emerging platforms with a critical eye to advertising implications.!
• Identify current and future trends in emerging platforms.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

4. BASSETT & PARTNERS 5
CULTURAL CONTEXT!
EMERGING PLATFORMS EXPLORATION

5. BASSETT & PARTNERS 6
ALWAYS ON
EMERGING PLATFORMS EXPLORATION

6. BASSETT & PARTNERS 7
GRAYED OUT
EMERGING PLATFORMS EXPLORATION

7. BASSETT & PARTNERS 8
EMPOWERED
EMERGING PLATFORMS EXPLORATION

8. BASSETT & PARTNERS 9
THIRSTY
EMERGING PLATFORMS EXPLORATION

9. BASSETT & PARTNERS 10
OVERWHELMED
EMERGING PLATFORMS EXPLORATION

10. BASSETT & PARTNERS
ANXIOUS
EMERGING PLATFORMS EXPLORATION 11

11. BASSETT & PARTNERS
ANNOYED
EMERGING PLATFORMS EXPLORATION 12

12. BASSETT & PARTNERS
STATE OF ADVERTISING!
EMERGING PLATFORMS EXPLORATION 13

13. BASSETT & PARTNERS
BROKEN
EMERGING PLATFORMS EXPLORATION 14

14. Advertising is broken
15BASSETT & PARTNERS Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey EMERGING PLATFORMS EXPLORATION
• “In most categories a brand’s market share is stationary”!
• 4 out of 5 categories seen as increasingly homogeneous!
• Less than 1 in 10 ads seen as different!
• 4% response rate successful in DM; 0.5% average click-thru rate for banners!
• 3x $ spent on price cutting as on ‘brand building’ in packaged goods!

15. What are you really selling?
16BASSETT & PARTNERS Source: Youtube - Simon Sinek, "Start With Why" EMERGING PLATFORMS EXPLORATION

16. BASSETT & PARTNERS
“Understand what people are
interested in and work back
from there.” !
!
- Gareth Kay, Founding Partner Zeus Jones San Francisco
EMERGING PLATFORMS EXPLORATION 17

17. Emerging Platforms
18
PLATFORMS THAT CAN BE LEVERAGED BY BRANDS TO SHARE WITH THE
WORLD WHY THESE BRAND EXIST IN THE FIRST PLACE - I.E. THEIR REASONS
FOR BEING.!
!
THESE PLATFORMS SHOULD ALSO ALLOW BRANDS TO DEMONSTRATE THEIR
USEFULNESS WELL BEYOND SIMPLY THEIR LITERAL PRODUCT OR SERVICE
BENEFITS.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

18. Emerging Platforms
19
1. Curated experiences!
2. New learning culture!
3. Maker movement!
4. Super human potential!
5. Access vs. Ownership
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

19. BASSETT & PARTNERS
1. CURATED EXPERIENCES!
EMERGING PLATFORMS EXPLORATION 20

20. 1. Curated experiences
21
• What it is: EXPERIENCES STITCHED TOGETHER BY TASTEMAKERS !
!
• Why it matters: PEOPLE ARE OVERWHELMED BY UNLIMITED OPTIONS, THEY’RE
LOOKING FOR DIRECTION, WHILE AT THE SAME TIME THEY VALUE BEING
SURPRISED & DELIGHTED THROUGH NEW DISCOVERIES
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

21. 1. Curated experiences :: Beats Music
22BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

22. 1. Curated experiences :: Trunk Club
23BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

23. BASSETT & PARTNERS
2. NEW LEARNING CULTURE!
EMERGING PLATFORMS EXPLORATION 24

24. 2. New learning culture
25
• What it is: LEARNING IS NO LONGER DEPENDENT ON INSTITUTIONS!
!
• Why it matters: PEOPLE SEEKING NEW SKILLS CAN TAP INTO AN ENDLESS SUPPLY
OF CONTENT ONLINE AT LITTLE TO NO COST
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

25. 2. New learning culture :: Skillshare
26BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

26. 2. New learning culture :: Khan Academy
27BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

27. BASSETT & PARTNERS
3. MAKER MOVEMENT!
EMERGING PLATFORMS EXPLORATION 28

28. 3. Maker Movement
29
• What it is: THE RESURGENCE OF PEOPLE WANTING TO MAKE TANGIBLE THINGS
WITH THEIR OWN HANDS!
!
• Why it matters: CALL IT A REJECTION OF THE DIGITIZATION OF NEARLY EVERY
ASPECT OF OUR LIVES - PEOPLE HAVE A DEEP-SEATED DESIRE TO CREATE AND
MAKE THEIR MARK!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

29. 3. Maker movement :: Motomethod
30BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATIONSource: PSFK Future Retail Report 2012 | PG 28
Motorcycle
repair shop
invites
customers
to work on
bikes
themselves.!

30. 3. Maker movement :: MakerBot
31BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

31. BASSETT & PARTNERS
4. SUPER HUMAN POTENTIAL!
EMERGING PLATFORMS EXPLORATION 32

32. 4. Super human potential
33
• What it is: WEARABLE DEVICES WILL ACT AS DIGITAL EXTENSIONS OF PEOPLE’S
OWN HUMAN ABILITIES!
!
• Why it matters: PEOPLE WILL BE ABLE TO DO EXTRAORDINARY THINGS AS THE
INTEGRATION OF SENSORS AND TECHNOLOGY IS EMBEDDED INTO THE FABRIC
OF OUR EVERYDAY LIVES!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

33. 4. Super human potential :: Wearable Robot
34BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

34. 4. Super human potential :: Oakley Airwave
35BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

35. BASSETT & PARTNERS
5. ACCESS V OWNERSHIP!
EMERGING PLATFORMS EXPLORATION 36

36. 5. Access v ownership
37
• What it is: PEOPLE NO LONGER FEEL THE NEED TO PERSONALLY OWN MANY
THINGS THAT WERE ONCE CONSIDERED NECESSITIES.!
!
• Why it matters: THE GREAT RECESSION HAS MADE A LASTING IMPACT ON
PEOPLE’S PRIORITIES. WHEN MONEY WAS SCARE, ALTERNATIVE BUSINESS
MODELS WERE LAUNCHED AND LOVED.!
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

37. 5. Access v ownership :: Uber
38BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

38. 5. Access v ownership :: Airbnb
39BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

39. BASSETT & PARTNERS
IMPLICATIONS!
EMERGING PLATFORMS EXPLORATION 40

40. Emerging Platforms + Implications
41
1. Curated experiences!
2. New learning culture!
3. Maker movement!
4. Super human potential!
5. Access v Ownership
BASSETT & PARTNERS
1. One-to-one!
2. Always in beta!
3. Embrace analog!
4. Need to speak visually!
5. Always be sharing
EMERGING PLATFORMS EXPLORATION

41. BASSETT & PARTNERS
1. ONE-TO-ONE!
EMERGING PLATFORMS EXPLORATION 42

42. 1. One-to-one
43
• LEVERAGE TECHNOLOGY TO MAKE CUSTOM TAILORED EXPERIENCES AT SCALE
(E.G. N.M. ARMS SALES PEOPLE WITH IPADS THAT LIST FREQUENT SHOPPERS
PREFERENCES)
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

43. BASSETT & PARTNERS
2. ALWAYS IN BETA!
EMERGING PLATFORMS EXPLORATION 44

44. 2. Always in beta
45
• ADVERTISING IS NOT A SET IT AND FORGET IT APPROACH LIKE IN YEARS PAST.!
!
• THERE IS A NEED TO BE AGILE. TO DEPLOY, LEARN, AND ADAPT AFTER LAUNCH.
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

45. BASSETT & PARTNERS
3. EMBRACE ANALOG!
EMERGING PLATFORMS EXPLORATION 46

46. 3. EMBRACE ANALOG
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• THE COUNTER TO OUR EVER INCREASING DIGITIZED SOCIETY IS THE NEED TO
CREATE TANGIBLE THINGS OUT OF MATTER THAT MATTER TO US.!
!
• IN WHAT WAYS COULD YOUR BRAND, PRODUCT, SERVICE AND/OR EXPERIENCE
ENABLE PEOPLE TO LEVERAGE THEIR IMAGINATION AND CREATE?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

47. BASSETT & PARTNERS
4. NEED TO SPEAK VISUALLY!
EMERGING PLATFORMS EXPLORATION 48

48. 4. Need to speak visually
49
• WE ARE ENGROSSED IN TEXT ALL DAY LONG - FROM TEXT MESSAGE, TO
MARKETING COMMUNICATIONS TO EMAIL TO NEWS APPS, GOSSIP MAGAZINES
AND EVERYTHING IN BETWEEN.!
!
• HOW MIGHT WE LEVERAGE VISUALS AND IMAGERY TO HELP PEOPLE NAVIGATE
EXPERIENCES WITH EASE AND INTUITION?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

49. BASSETT & PARTNERS
5. ALWAYS BE SHARING!
EMERGING PLATFORMS EXPLORATION 50

50. 5. Always be sharing
51
• THE PASSIONATE PURSUIT OF MATERIAL ACCUMULATION HAS BEEN UPENDED BY
THE DESIRE TO GAIN EXPERIENCES WITHOUT THE STRINGS.!
!
• IN WHAT WAYS MIGHT YOUR BRAND BE BETTER SERVED BY OFFERING ITS
PRODUCTS OR SERVICES ON A TEMPORARY BASIS V BEING SOLEY FOCUSED ON
CLOSING THE SALE?
BASSETT & PARTNERS EMERGING PLATFORMS EXPLORATION

51. mike.ronkoske@bassett.tv
!
@koske