Friday, August 31, 2007

10 Trends In Digital Advertising for 2008

1. The term “digital agency” as a catch all for doing everything digital not matter what the discipline will start to lose relevancy. As PR, brand, direct and design agencies all develop digital skills “digital” will just become a specialism within those disciplines.

2. Consequently roster agencies based on channel will become redundant as clients look to task based allocation of accounts, covering disciplines and channels.

3. We will see more of the likes of Neo being appointed lead media agency, though the focus will shift from the traditional “buying attention” to understanding how purchased media can enhance “earned attention”.

4. To this end creative agencies will move from creating TV ads to creating experiences that they film and encourage others to and share. Think Sony Paint ad but designed as an event to participate in rather than just a few people attending the filming of a TV ad.

5. Whilst digital media agencies will become lead agencies less digital creative agencies will as the watch words shift from viral, widgets and microsites back to defining the big idea, and more people remember that “branded utility” can also mean being entertaining. Digital agencies will continue to creak under the weight of doing everything digital.

6. That said competitive agency lines will start to break down as partnerships will start to form in unlikely ways as agencies struggle to be masters of all trades and managing digital suppliers will start to replicate how we work with TV directors and production companies though specialist “conductors” with a large black contact books will become some of the most important people in the agency.

7. A new creative dynamic will start to emerge with experience planners, technologists and even third parties become an integral and ongoing part of the development process rather than at either end.

8. Lack of specialist staff will continue to be a concern with more people looking to balance consumer culture with a positive work life balance. Agencies will start to offer individualised remuneration packages based on flexible working hours and locations as well as international and cross discipline opportunities, not just cash.

9. Social media will also continue to play a part in advertising life as the power brokers of tomorrow meet across Facebook and twitter rather than/or as well as Soho bars.

10. With 80% of the global economy based locally the importance of global reach and local expertise and ability to deliver on the ground will increase.

er...10a. The bar bell structure will continue to pervade with the big networkds getting bigger and more encompasing, the few middle sized players being squeezed and loads of new and innovative companies like Anomaly, Callcott Marketing and The Ides Of March getting in on the game and taking a part of the IP for their ideas.

**update** Trendspotting's 2008 Marketing Predictions

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139 comments:

neilperkin said...

That's a great post Giles. And think your points about experience planners and technologists are spot on. Thanks.

kp said...

Very interesting perspective, Giles. Especially the evolution of specialty into expected. Its a place where our shop has been for some time (http://www.ideahaus.com) and has been questioned, even nchallenged for our lack of specialization (hey. don't we do iat all well;-). The biggest point you make is the importance of life quality and options for compensation. I mean, we didn't get into this for the money anyway, right?

Duncan said...

Great post. As we are finding out action does not go the way of theory as quickly as we would like, but you gotta be in the right place! Speak soon Giles.

QueroMedia said...

nice post Giles. I just want to ask if you can elaborate on social media.

GilesRhysJones said...

hi queromedia - social media; networking & file sharing sites, blogs and the like..

lea said...

hi i'm a student...just wondering how else agencies will use consumer generated media in the future.

Anonymous said...

This obviously just another big agency pawn talking from his own corner. No client in their right mind would buy "real" digital from an advertising agency. Why? Because there has been no "real" digital work coming from any advertising agency. Ever. Some nice advertising campaigns, sure. But nothing that truly respects nor employs any the rules you outline in you blogpost.

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http://interactivemarketingtrends.blogspot.com/2008/07/ad-agencies-cant-do-digital.html

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Excellent Post. The concept of earned attention no doubt comes across as a more intelligent budget spend, showing measurable value for money rather than the approach of throwing lots of stuff at a wall and hoping some of it sticks.

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To your point 4. i agree that it will become much more about creating experience..and creating experience, experience across multiple channels and touch points. a more sophisticated story line than we tend to see today.

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Clare McDonald said...

Very nice post! Experiential creativity, storytelling and brand immersion is the future. Will definately start reading your previous posts!
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