Trend Book & Sociology 2015

trend book 2015

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Incorporated Advertising

connected

disconnected

mass marketing

personal marketing

STATISTICS

Native Advertising

70% of individuals want to learn about products through content rather than through traditional advertising.

Tool for Incorporated Adertising Native advertising is a refreshing advertising method that opposites the traditional ads. This integrates high quality content that matches the given platform of communication and does not interrupt the flow throughout user experience.

People view native ads 53% more than banner ads.

$

sponsored blogs website sponsored online content

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sponsored print articles sponsored online videos

Native advertising generates up to an 82% increase in brand lift.

Purchase intent is 53% higher with native ads.

32% of consumers said they would share a native ad with friends and family vs 19% for banner ads

native advertising

incorporated advertising

Sponsored parties Holiday Sponsorship in Language Schools

Sponsored “Ladiesevenings” “Guysnights” Sponsored exclusive events

Personal advertising approach

Apply Innovation !

Consumer Trend Canvas

From a connected trend of Native advertising towards a disconnected approach

Understand

Feeling of Freedom of Choice

DRIVERS OF CHANGE

SPEEDING UP

Respect for private life Need for knowledge and content Feeling of Belonging

EMERGING CUSTOMER EXPECTATIONS

The power of your own choice -> advertising where, how and when I want it Co-creation as a part of “power of choice” and feeling of belonging and creation Sharing content, product knowledge Enhance curiosity rather than agressivness when buying

FEELING LOST

SLOWING DOWN

FREEDOM

CONNECTED DISCONNECTED FOLLOWING TRENDS

NOT FOLLOWING TRENDS

From a mass marketing to a more personal approach

INOVATION POTENTIAL

BASIC NEEDS

Sponsorship of more private events Getting the target audience to actually touch and try the product/service Brand Ambasadors ( actual customers)

INSPIRATION Sponsored blog editorials

WHO?

Sponsored content on a website that blends in with a non-sponsored content of a website

Target group doesn’t change for brands, just moving towards the private consumer

Sponsored articles in print

Move towards the disconnected approach

Promotion in private spaces: schools, offices, homes

political Freedom of speach

EST

Illegal Advertising

economical increased unemployment rate

PEST

social

Cultural ethical demographical aspects

technological

Rapid development of different devices The first ad server and advertising exchange Real Time TEMPLATING

political

EST

IN AMERICA ILLEGAL ADVERTISMENT IS DESCRIBED AS “IF IT IS LIKELY TO MISLEAD CONSUMERS WHO ARE ACTING REASONABLY UNDER THE CIRCUMSTANCES AND IF IT WILL BE MATERIAL TO THEIR DECISION TO BUY OR USE THE PRODUCT. ‘‘ THIS MEANS : ADVERTISING MUST APPEAR LIKE ADVERTISING AND NOT LIKE A SUBJECTIVE CONTENT OF MEDIA

PEST

economical

EST

SINCE UNEMPLOYMENT RATE IS INCREASINGL GLOBALLY, THE CONSUMER MAY NOT PAY ATTENTION TO ADVERTISING SINCE THEY KNOW THEY MIGHT NOT HAVE ENOUGH MONEY TO MAKE A PURCHASE.

PEST

social

EST

WHO IS INVOLVED? - EVERY USER OF THE PRODUCT THAT IS ADVERTISED ( TARGETGROUP: EG. BLOGGERS) - PEOPLE PARTICIPATING ON THE ONLINE PLATFORMS : FACEBOOK, TWITTER, PINTEREST, TUMBLR

ARE THE STAKEHOLDERS AWARE? -TARGET CONSUMERS WHO EXPERIENCE A ‘ NATIVE’ APPROACH MOSTLY DO NOT EVEN REALIZE THAT THEY ARE READING AN ADVERTISMENT - PAID ADVERTISMENT ATTEMPT TO LOOK LIKE AN ARTICLE THE WORD NATIVE REFERS TO THE COHERENT CONTENT TO THE OTHER MEDIA ON THE PLATFORM

PEST closed

open

platforms

platforms

hybrid

technological

EST

- THE RAPID DEVELOPMENT OF DIFFERENT DEVICES SUCH AS: MOBILE, PC AND TABLETS MAKES ABLE FOR THE NATIVE ADS TO DEVLIER ENGAGING EXPERIENCES -THE DEVELOPMENT OF CONTENT PORTALS, SOCIAL MEDIA, VIDEOSHARING, STREAMING SITES

-SHARETHROUGH FOR PUBLISHERS : THE FIRST AD SERVER BUILT FROM THE GROUND UP FOR CONTENT AND NOT FOR THE TRADITIONAL ADS - NATIVE FORMATTING: REAL TIME TEMPLATING ENABLES CONTENT TO MATCH THE UNIQUE LOOK OF INDIVIDUAL PUBLISHER PAGES AND ADAPT EACH ATTRIBUTE TO FEEL NATIVE TO ITS PLACEMENT

PEST

Dart Model Society Street Physical Objects Film

History Industry Interview

Article

Blog Moodboard

Photo/Video/ Sketching Sociality Culture

Text

Media

Theory

Drivers of Change theory history Globalization as result of industrialization (ease of goods transportations, communication channels development between continents) Urbanization 9/11 September: panic, distrust of population throughout the globe

Moving from rural to urban

areas – information overload, busy lives, traditional advertising doesn’t catch the attention anymore

Intense competition in the marketplace. Consumers look for more trustworthy and engaging advertising.

society

9/11 September - people became suspicious and more private; Rising Distrust in advertising because of overload Only 32% of Americans trust in online ads but 63% in TV-ads (“Consumers Distrust Advertising”, Wayne Friedman, 2013)

culture Internet made art and music more accessible.

As for literature nowadays it’s unnecessary to buy a newspaper, all the latest news could be found on the newspaper’s website.

In addition to the regular articles there are extra links to articles that the reader might find interesting, and video’s so the story becomes more visible.

Drivers of Change industry street

The market is saturated with advertising that annoys customers.

Advertising in offices, schools (giving out samples, presenting themselves).

Red Bull at TEKO, Insurances in offices etc.

Brands try to get customers get engaged with the brand. (collaboration with bloggers) Real people trend in branding and marketing. (using less celebrities)

media People power of choice Co-creation ability Because of the busy lives, people are inclined to look up for the esential content

sociality

Shift from print to online media.

People trust the physical media more than the online environment.

Social media is a driver of the hunch. (sharing knowledge and information with your personal relationships)

method

online survey

53.52 % have AdBlock 82.35% are bothered by online ads

72.73 % would trust exclusive product presentations 69.57 % are influenced by family and friends when buying

method

83.58% would trust friends and family

54.55% would accept brand sponsorship for private birthday party

online survey

50.00% maybe will participate in exclusive product events

83.33% of the participants were women

Business Potential of Incorporated Advertising

Italian courses

(for instance) could offer their students a discount if they would decide to go on a holiday to Italy

Cosmetic companies

Brands sponsoring smaller Carlsberg sponsoring a private college party

introduce new products

could organize lectures in beauty schools to talk about their new products

Companies paying people to spread the word among friends

private events

Bloggers make smaller events with their followers to

In sport classes all the equipment could be sponsored by a brand and have the name displayed on all the products; yoga mats, box gloves

and family (product testing events)

Customers can sign up to get

to know the product more; Food, household tools, cosmetics

Insurance companies

presenting themselves in schools, workplaces

refereneces „Emotion in Advertising: Pervasive, Yet Misunderstood“, Nigel Hollis, 2013 FSN research, “Die Abschottung der Welt”, 2013 The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust” Peter R. Darke, 2009 “Consumers Distrust Advertising”, Wayne Friedman, 2013 “Marketing Trend: Shift to Native Advertising Explained”, Laura Montini, 2012 “The Power of Native Advertising”, Dedicated Media Marketing, 2013 “Native Advertising Effectiveness Study”, IPG Media Lab and Sharethrough, 2013 “Adding Rich Media to Native Advertising Can Drive Powerful Engagement”, Kimberlee Morison, 2013 “Native Advertising insights”, Sharetrough, 2012 “Affect Intensity and the Consumer’s Attitude toward High Impact Emotional Advertising Appeals”, David J. Moore, 2013

links http://www.post2015hlp.org/wp-content/uploads/2013/05/Lam-Leibbrandt_Global-Demographic-Trends-and-their-Implications-for-Employment.pdf http://www.imf.org/external/pubs/ft/fandd/2006/09/picture.htm http://www.imf.org/external/pubs/ft/ weo/2014/01/c1/fig1_6.pdf http://marketingland.com/taking-native-advertising-local-107174> http://contently.com/strategist/2014/03/28/a-brief-history-of-native-advertising/

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Incorporated Advertising

Trend Book 2015