Paddy Adams, Director of Strategy at Manning Gottlieb OMD explores the future of storytelling at Power to the Pixel's Cross-Media Forum, London 2011

1. Is the future of storytelling the
future for advertising?
Paddy Adams, Strategy Director

2. Is the future of storytelling the
future for advertising?
Paddy Adams, Strategy Director

4. Advertising used to be pretty easy...

5. Then digital came along...

6. An explosion of information and content
Over 1bn daily searches on Google
240m
tweets
a day
Encyclopaedia
Britannica:
500,000 entries; Over half the UK
Wikipedia: 15m on Facebook
(91% Londoners)
48 hours of content uploaded
to YouTube every minute

7. e.g. The world’s biggest photo libraries
Facebook
(4% of all the photos ever taken)
Flickr
Instagram
US Library
of Congress
Source: JKR Design Gazette

8. e.g. The world’s biggest photo libraries
Flickr
Instagram Facebook
US Library (4% of all the photos ever taken)
of Congress
Flickr
Instagram
US Library
of Congress
Source: JKR Design Gazette

10. Information vs. attention

11. Advertising Storytelling

13. The upside is more...
1. SOPHISTICATION
2. FEEDBACK

14. The upside is more...
1. SOPHISTICATION
2. FEEDBACK

15. “ The challenge is how do we use a
medium that already shares three of our
five senses -- eyes, ears, and a mouth --
along with geo-location, color video, and
a nearly-always-on Web connection, to
”
accomplish the 'job'
Andrew Savikas,
Tools of Change for Publishing,
2009

16. Digital embedded in everyday life

17. Projected surge in IP-connected devices
60 Installed Base (M Units) UK
2010 2015
50 48.3
40
30.7
30 27.1
20
20 17 17 16.8
10
1.3 1.5 1.3
0
Smartphones Connected TV BD Players Games Tablets
Consoles
Source: Futuresource Consulting Ltd

18. e.g. The Lynx Stream app

19. e.g. Jay-Z with Bing

20. ‘New’ medi
a planning
!
planning!
‘ Old’ media
Participan
t!
Spectator! A story!
A message! Evolving s
tory!
ent!
Fixed cont Little rep
etition be
ss tween
ntent acro media!
Re peating co
media! Deep conte
nt!
ontent!
Limited depth of c

21. The upside is more...
1. SOPHISTICATION
2. FEEDBACK

23. Applause

24. Applause
Ratings

25. Applause
Ratings
Sales

26. Sharing Emails Mentions
Applause
Clicks Tweets
Ratings
SMS Dwell-time
Sales
Cookies Searches Likes

27. e.g. The Old Spice Guy videos

28. “ We're looking at who's written those comments,
what their influence is and what comments have
the most potential for helping us create new
content. The social media guys and script writers
are collaborating to make that call in real time. We
have people shooting and we're editing it as it
happens. Then the social media guys are looking
”
at how to get that back out around the web...in real
time.
Iain Tait,
Wieden + Kennedy
2010

29. e.g. Nissan’s Heroes sponsorship

30. 30

31. Getting into the world of algorithmic planning

32. ‘New’ medi
a planning
!
planning!
‘ Old’ media
Participan
t!
Spectator! A story!
A message! Evolving s
tory!
ent!
Fixed cont Little rep
etition be
t across media! tween
Repeat ing conten
media! Deep conte
nt!
f content!
Limit ed depth o Real time
and respon
sive !
e a v e!
Launch & l

33. In summary...
• Information overload means attention is
at a premium
• Increasingly sophisticated use of
context
• Real time, comprehensive feedback
allows stories to evolve
• Algorithmic planning will mean constant
optimisation

34. Any questions?
PAdams@mgomd.com