At the recent Ogilvy Verge event Bob Garfield caused a storm, but stimulated useful conversation, by talking about the iminent demise of the advertising industry unless we all recognised the signs and fundamentally changed what we do and how we do it.
In a panel session later in the day he was asked "On a scale of 1-10 how is Web 2.0 and the rise of social computing affecting the advertising industry". His response was the Fuck'd-O-Meter which I have taken the liberty to visualise above.
Tags: death of advertising future of advertising advertising trends bob garfield giles rhys jones ogilvy verge
In a panel session later in the day he was asked "On a scale of 1-10 how is Web 2.0 and the rise of social computing affecting the advertising industry". His response was the Fuck'd-O-Meter which I have taken the liberty to visualise above.
Tags: death of advertising future of advertising advertising trends bob garfield giles rhys jones ogilvy verge
7 comments:
I wouldn't completely agree with Bob's measurements, but they are very humorous. :)
I think this all goes back to the Cluetrain Manifesto:
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies."
Can anyone explain how Bob Garfield is still relevant to advertisers/marketers?
I can't understand how a T.V.-spot critic can be mistaken for an industry expert.
He's simply an expert in a specialty that matters less and less.
It's like taking NASCAR driving tips from a horse-and-buggy critic.
I suppose at some stage ad agencies will make a change - but not before they absolutely have to.
Interesting to see Tyler's comment about The Cluetrain Manifesto - I musst go back to read Christopher Locke's subsequent book Gonzo Marketing again. Published in 2001 Locke says in the introduction:
"Micromarkets aren't insignificant markets and given the speed of propagation the net enables, their emergence will be faster than the emergence of the Internet itself. This book described how billions of dollars of advertising, news, information and entertainment are about to shift out of corporate control forever."
…And that was before anyone began talking up web 2.0.
Hello Giles,
Sorry for being so tardy in my response (I've been out of the country)and thanks for taking the time to comment on my post:
http://claretownhill.typepad.com/weblog/2007/09/death-of-an-ad-.html#comments
The Fuckd-o-meter is full of humour and pathos. There seems to be a lot of gallows humour around the place at the moment. Those of us who have been thumping the tub for a while continue to do so even though our arms are getting weary, or leave their agencies, or the industry. Meanwhile the ostriches in management and creative preoccupy themselves with client lunches and the pursuit of the 90 second ad they hope to win a D&AD pencil or other award with. And, to be honest, why shouldn't they if this is how they are remunerated?
Until some drastic moves are made to reconcile creativity with effective (read: truly engaging for consumers and not the other bobbins)- this will mean some very tough client conversations re. attribution of media and marketing spend, the industry will continue to go the way of the dinosaurs.
Sorry for banging on. Putting down the tub and stepping away now.
I think what many of you are overlooking is the fact that the internet is largely in the hands OF the consumers. With customizable browsers, advertisements are often blocked before they even open. This is a wonderful thing, as it means that perchance advertising will eventually govern itself to more modest (and tolerable) terms. Let's face it, people are tired of ads. They take up some 25%+ of television time now, and I would say a significant amount of time out of radio as well. The internet is somewhere that your potential customers can escape the advertising maelstrom that is the united states.
Do you honestly think that the public would watch ads on TV, or listen to them on the radio if given a choice? No. But, these forms of media do not have the ability to filter themselves as of yet.
Keep pushing the envelop, and you might see more ad fighting capability creep into the mainstream as well.
Best regards.
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