This document discusses the evolution of digital advertising and the internet. It argues that most online advertising still resembles advertising before the internet by focusing on numbers, channels, and one-way communication. However, the internet is now ubiquitous rather than just being something people access "online." It calls for advertising to build things with the internet as a tool rather than just putting things online. It advocates for advertising that augments people's internet experiences rather than interrupting them.

1. DEATH
TO ONLINE
ADVERTISING,
LANGUAGE &
THE INTERNET

2. 2012 ROCKED
FOR FORWARD
THINKING &
INNOVATIVE DIGITAL
ADVERTISING...

3. BUT AN ALTERNATE REALITY OF
DIGITAL CREATIVITY EXISTED.

4. WHERE ADVERTISING ON THE INTERNET, LOOKED
A LOT LIKE ADVERTISING BEFORE THE INTERNET.

5. DRIVEN BY NUMBERS...

6. CHANNEL OBSESSED

7. PASSIVE AND ONE WAY

8. BIGGER, LONGER, TEASERED
AND TRAILED, #TAGGED,
LIKED, BLIPPED, ON EVERY
MEDIA. ‘DIGITAL’ BY
CHANNEL, NOT BY DESIGN.

9. WE ARE IN THE
MICHAEL BAY AGE
OF ADVERTISING
ON THE INTERNET.

10. A HI-CONCEPT SMOTHERED IN INSANE
LEVELS OF TACKED ON EXTRAS.

11. ALL POWERED BY ONE OF THE INTERNETS’
TOUCHSTONE DESCRIPTORS

12. “ONLINE”

13. ONLINE IS ONE OF OUR SIMPLEST
DESCRIPTORS OF DIGITAL INTERACTION

14. BUT IT’S MEANING IS ROOTED IN THE PAST

15. 1995

16. THIS WAS THE HAIRCUT

17. THIS WAS THE SONG

18. Bill Clinton
THIS WAS THE PRESIDENT

19. AND THIS WAS THE INTERNET

20. AND THIS WAS WHAT YOU DID ON IT

21. THINGS CHANGE.
METAPHORS
BECOME EXTINCT

22. OUR EXPERIENCE OF
THE INTERNET HAS EVOLVED.

23. 2013

24. THIS IS THE HAIRCUT

25. THIS IS THE SONG

26. Bill Clinton
THIS IS THE PRESIDENT

27. AND THIS IS THE INTERNET

28. 1995: ACCESS
2013: UBIQUITY
THE SHIFT:

29. ONLINE = CHANNEL
THE INTERNET = TOOL

30. “THE LEAST INTERESTING THINGS ON THE
INTERNET ARE THE ADVERTISING ON IT”
DAN HON INTERACTIVE CREATIVE DIRECTOR - W+K

31. WHY IS THIS A PROBLEM FOR ADLAND?

32. ONLINE IS ADLANDS’ PAST REPACKAGED

33. WHICH THWARTS IT’S FUTURE.

34. AN NON-IMAGINARY CONVERSATION
WITH ADLANDS FUTURE:

35. “WELL WE’VE DONE SOME
WORK WITH XXXXX WHERE
WE MADE THIS GREAT AD
AND THEN PUT IT ONLINE”
OH.
“WHAT SORT OF DIGITAL CAMPAIGNS DO
YOU WANT TO CREATE IN THE FUTURE?”

36. A TRANSLATION: “WE’LL MAKE SOMETHING THAT IS IN
EFFECT, A TRADITIONAL PIECE OF ADVERTISING, AND THEN
PUT IT ON THE WEB, AS THE WEB IS ESSENTIALLY A BIGGER
MEDIA PLATFORM THAN TV BUT IN THIS CONTEXT, WORKS
EXACTLY THE SAME WAY. PEOPLE WILL FIND IT (OF COURSE
THROUGH A TRADITIONAL MEDIA CHANNEL) AND SHARE IT.
THESE SHARES AND LIKES WILL BE REGARDED IN MUCH THE
SAME WAYS AS VIEWS ARE IN TV, BUT AMAZINGLY, WE WILL
BE ABLE TO SAY THIS IS A DIGITAL PIECE AS IT’S SHEER
SCALE OF VIEWS AND ABILITY TO LIVE ‘ONLINE’ WILL BLIND
PEOPLE TO IT’S ORIGINS, AND THEREFORE ITS’ LIMITATIONS
AS A TRADITIONAL MEDIA FAKING A MODERN APPROACH”

37. WE’RE USING THE INTERNET
TO COMMUNICATE PRODUCTS,
NOT CREATING COMMUNICATION
PRODUCTS WITH IT.* *ABRIDGED FROM GARETH KAY - CSO
GOODBY SILVERSTEIN & PARTNERS

38. WE NEED TO PUT LESS THINGS

39. .
WITH THE
INTERNET
AND BUILD MORE THINGS

40. HOW?

41. BY ACKNOWLEDGING WE
EXIST IN A PERMANENT
‘SEMI-INTERNET STATE.’
Taken from ‘Photo’s of Hipsters taking photos of food’

42. A SEMI STATUS UPDATING, CHECKING IN,
YELPING, INSTAGRAMMING, TWEETING,
EMAILING, WIKIPEDING, SNAPCHATTING,
GMAILING, EVERNOTING, LIKING, CODING,
COMMENTING, GOOGLING, EDITING, READING,
VIDEOING, SEARCHING, LOCATING, STATE.

43. WHERE MARKETING HAS TO BEND
TO THE INTERNET’S WILL.

44. AUGMENTATION NOT INTERRUPTION

45. "I'M ANNOUNCING THE DEATH OF THE 30-SECOND TV AD –
IT IS TOO LONG, IT IS BULLSHIT... FIVE SECONDS IS THE
RIGHT LENGTH. ONE OF THE WAYS OF GETTING NOTICED IS
TO CHANGE THE STANDARD UNIT OF CONSUMPTION, THAT
UNIT IS 30 SECONDS AND IT IS BORING."
TREVOR BEATTIE - FOUNDER, BMB

46. YOU HAVE TO BUILD IN THE SEMI-INTERNET STATE TO
CREATE THE MOST USEFUL WORK (AND THESE AREN’T ADS.)

47. WHERE THE INTERNET IS
LIFEBLOOD. THE LUBRICANT
OF ANY IDEA.

48. “YOU NEED TO DO MORE THAN JUST PUT A VIDEO ONLINE, BECAUSE
THAT ISN’T GOING TO GET YOU ANYWHERE. THERE ARE A MILLION FILMS
ONLINE. WHY SHOULD ANYBODY WATCH THIS? WE DEFINED A STRATEGY
FOR HOW TO TAKE A TRADITIONAL PIECE OF MEDIA AND PUT IT OUT INTO
THE WORLD IN A NATIVELY DIGITAL WAY.”
MICHAEL LIEBOWITZ - BIG SPACESHIP

49. MORE THAN ‘CALL TO ACTIONS’

50. #MORETHANJOINTHECONVERSATION

51. “THE PRODUCT IS THE SERVICE IS THE MARKETING”
RUSSELL DAVIES - GOVERNMENT DESIGN SERVICE

56. THANKS!
@THEKINGMOB
WWW.THESOCIETYOFTHESPECTACLE.COM
WWW.JDJDENMAN.COM