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Emerging Platforms & Disruptive Innovations

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Emerging Platforms & Disruptive Innovations “American Typewriter” Font Cuz that’s ironic :-) Emerging Platforms & Disruptive Innovations Brian Barthelt SVP, Director, Leo Burnett Interactive April 2015 INTERACTIVE !Thank you to U of I college of advertising for asking me back, it’s my honor to be here today. ! Segments: Segment 0: Housekeeping & Introductions Segment 1: Intro to Emerging Platforms Segment 2: Disruptive Innovations Segment 3: Strategies for Innovation Segment 4: Inspiration INTERACTIVE !Our presentation will be divided into four segments! Segment 0: Housekeeping & Introductions (Fears, Promises, Confessions & Disclaimers) INTERACTIVE !First…Housekeeping and introductions! Brian Barthelt ! SVP, Director of Acquisition and Engagement ! I work for INTERACTIVE This is what I do for my day-job. I’m an agency guy. I help lead Leo Burnett’s stable of “Supergeeks” INTERACTIVE My day job is to help lead Leo Burnett Interactive. We have about 100 technologists of various flavors who conceive and create digital media. Leo Burnett is one of the oldest agencies in the business. All thoughts, theories, statements, opinions, claims, etc. etc. etc. are solely the author’s, and do not reflect the feelings of: My company is not responsible for anything I say. Hopefully I don’t get in trouble for anything I say. Next: Confessions Now i want to make a few confessions… Confession: ! This presentation has 287 slides… (So try to keep your eyes up here: they’re gonna go by real real fast) (33.03 seconds per slide average) I always try to warn people in advance about this presentation STYLE…its fast. Lots of slides. We have 180 minutes, minus 2 for an exercise, minus 10 for a break, and 10 for questions…leaves us with 158 minutes together. This may seem overwhelming, but they’re going to go by really really fast. Confession: I tend to procrastinate when creating presentations. Analysis of Brian’s Progress on Keynote Presentation (Don’t you judge me. You all do the same with your homework.) I’m really really tired. I worked on this very late. My day job made it harder to work on this than I wanted. ! Confession: ! I didn’t major in marketing or advertising or communications. ! I am a technologist. A geek. Confession: ! At times I obsess a little too much about technology. I’m sorry if I sound like that professor that’s WAY more enthusiastic about his class than any of the students are. I know what you’re thinking. Would would a tech geek work at an Advertising Agency? ? (I’m well aware that it is highly unlikely that you were thinking this) Confession: I never targeted advertising. I just woke up one day and found myself in it. I worked in the petrochemical / manufacturing industry for 4 years. Then joined “Giant Step”: a digital solutions company. Leo Burnett owned 51% of them. Through mergers/acquisitions over the years, I found myself at Leo Burnett. Agencies usually have Creatives Account Managers Planners Producers Perhaps this is what you’ll be someday Geeks look like this, right? Historically, geeks have not been cool. They wear dockers and stained polo shirts. I should have photoshopped some stains into these images. They ! They havehave bad hairgreasy hair. Trivia: that’s “Waldo” from the Van Halen “Hot for Teacher” video. And! They have bad Questionablehair Hygiene. Not anymore. It’s now cool to be a geek. That geek stereotype is dead. Agencies are hiring geeks in droves: ! A signal of the emergence of “MarTech” That geek stereotype is dead. Enough confessions On to the fears I have a few fears regarding this course Fear: ! You might be tuning me out. ! Because you’re here for one thing… I sometimes worry the students might not be all that into this. Maybe you just want the certificate… …and you don’t wanna hear me blah blah blah blah because you’re here for a piece of paper. I hope that’s not the case, but you never know. Fear: ! I’m supposed to keep you engaged for ! THREE HOURS …and that’s a really really really long time. I dreaded my 3 hour classes in college. I’m going to TRY very hard to keep you engaged the entire time. Promises BUT: I’m going to make you some promises, and hopefully those keep you engaged. Everything in this discussion is ! FOR YOU. I promise you altruism. I tried to give you things you can use. To diferentiate yourselves, and bring more value to your employers. While I joked about doing this last minute, that might have been bending the truth a little. I put a great deal of efort into trying to give you something valuable. Promise: ! I’m going to show work to help make my points. Some of the work I demo is crafted by Leo Burnett. Some was not. ! I promise that I chose work based on RELEVANCE TO YOU: Not based on bragging about the awesome shit we get to do. I’m not here to self promote, and despite the INTENSE pride I feel working for Leo Burnett, I’m not here to promote my agency. Some of you will be interviewing for your first “real job” in this industry. You don’t want to look like every other candidate. I’m hoping to give you information that can, if used correctly, help you diferentiate yourself from other job candidates. Promise: ! I’m here to help you. ! That means afterwards as well. ! Twitter: @brianbarthelt ! Email: [email protected] My commitment to do this speech includes a commitment to be available to you. To coach and advise you if you need it or want it. Promise: You picked one hell of a profession Advertising is an AWESOME field. I’ve been outside of ADVERTISING. I like it better here. So many job options for college grads look like this. A sea of cubicles. Death by Cubicle. My first job looked a lot like this. Agencies are different. ! Advertising culture is addictive. ! You won’t want to work back in “the real world.” Agency culture is addictive. Collaborative. Less rigid. Make no mistake though, we work VERY hard and long hours are common. But we’re passionate about what we do. But we play just as hard. And we play. And we play. The field of advertising is changing dramatically. ! Advertising is currently undergoing countless ! Disruptive Innovations. You are ENTERING advertising at a fascinating time. Everything is changing. RIGHT NOW. I know what you’re thinking. “Didn’t I see Disruptive Innovation in the subtitle of this course?” ? Yes! You DID see Disruptive Innovation in the subtitle of this course! (and we’ll talk a lot more about that later) Quick Tip: Watch for the pencil. I tried to signal things you might want to write down with this pencil image. Chapter 1: Intro to Emerging Platforms INTERACTIVE !We’re going to start with a quick discussion to “Emerging Platforms”! To recognize an emerging platform we must first understand traditional platforms Let’s Start With an Exercise List out all of the marketing platforms you can think of. You have two minutes. ! Go. Let’s see what you came up with. Review…classify as emerging or not emerging. Television Out-Of-Home Print Radio Brand-Web-Site Social-Brand-Pages Cinema Web-Banner Above the Line In advertising, you may here the phases “above the line and below the line” Above the line: “mass”… Below the Line Hyper-Targeted Direct-Mail Social Ads Loyalty (CRM) Targeted-iMedia Retail-Interactive Email Wearable iBeacon/BLE Driveable Below the line: 1 to 1. Targeted. What makes a platform “Emerging?” Platform Adoption by Marketers More Brands Laggards Emerging Late Majority Early Majority Brands Leveraging a Platform Brands Leveraging Early Adopters Less Innovators Brands When Tech 2/3 years Is New Time Later Pay close attention to the X and Y axis and their meaning. “Emerging” lives where i placed the circle. Does a platform have to be technologically advanced to be considered emerging? NO We’ll discuss two examples Technology Based Not Technology Based One tech-based and one non-tech based iBeacon ! and “Bluetooth Low-Energy” (BLE) This is a particularly game-changing innovation. Mobile range detection options Cell Tower Range: 20 - 30 miles Wifi Range: ~100 meters per repeater Bluetooth Range: <200 meters Bluetooth LE Range: ~30 meters NFC Range: <0.2 meters Several technologies exist that detect location and distance. Bluetooth LE (iBeacon) has an optimal range for many retail/shopper experiences. iBeacon with Bluetooth Low Energy (BLE) iBeacon has 3 distinct ranges: Immediate, Near and Far. Your branded app can look for them, and trigger EVENTS as consumers enter any range. You could put an LG branded app on every LG phone, then put beacons in retail locations that trigger notifications, content, anything you build into your app. You’d know where they are and what they are doing, and deliver the most relevant messages and features. iBeacon In Retail Implications of iBeacon/BLE A brand can target a known consumer on their phone in retail, while they shop, ! with custom offers, custom content, valuable information, etc. ! (As long as that consumer has the branded app on their phone. ) Now the non-tech example… Unabashed Shameless Product Placement Product placement is Old news: but UNABASHED placement like this is entirely new. Perhaps it is SO shameless that it WOULD have ofended the intelligence of viewers…but it’s not unlike a movie that’s so bad it’s actually good… EVERY judge always has a Starbucks OR Coca-Cola Beverage ON DISPLAY We don’t even know if that’s really Starbucks cofee in the cup.
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