Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Even today, none of my friends really know what I do. “I organize festivals” has been my simplest answer to the question what I do for life so far, or, if that doesn’t work, “marketing” – which mostly solves the matter with a nod of approval from the interlocutor. Thus, when Ivan Brezak Brkan proposed that I write an article amid the upcoming Web Summit conference, with reference to the advertising industry, I didn’t know where to start from, or what this “industry” was. I mean, no one actually understands what it is that we do here!
Is it the industry of the infamous ads that mislead consumers and attack them from all sides, is it the industry because of which the business of its major enemies like Adblockers and various other restrictive apps is blooming, or is it a fantastic business full of potential, inspiration, creativity and people who live from their ideas? Oh yes, the people who sell no more and no less – ideas. What a crazy product. Or is it a service? Meh, it’s all sort of undefined and vague… Perhaps we really do sell fog…
Every euro invested in advertising generates 7 euros in GDP
That idea, that scribble on paper, in ideal conditions has an incredible potential that has influenced society and culture countless times, and has sparked conversations about important topics (Stratos, LikeAGirl, DumbWaysToDie, CampaignForRealBeauty, etc.). That idea, they say, is also responsible for economic growth…
At the beginning of the year, Deloitte conducted a major research in the European Union, stating that every 1 euro invested in advertising generates 7 euros in GDP. Impressive! The same research has shown that advertising promotes competition and innovation. But is it possible that these dirty advertisements are really doing so much for the development of the economy, and are still fueling innovation? Pfft, hogwash. “Who is this Deloitte, and what is this research? It’s all rigged, come on…”
Tech innovation in the advertising industry
There’s a growing number of innovations in our industry recently, and a good mix of cutting-edge technology and cutting-edge ideas gives killer results. Jon Biggs from the fantastic MediaMonks at Days of Communications said that exactly because of that their teams have included technologists, innovators, experts, nerds and geeks of the highest caliber for months and years now. They realize that there is not much sense in coming up with a dramatic idea for which there is no technology to realize it. But, on the other hand, their ideas are often the reason why they move forward with the development of a particular technology. Even talks start from new available technologies whose potential is still to be demonstrated, and which inspire their creatives.
Taking all this into consideration, it seems that the technology today shapes the future of advertising tomorrow. And vice versa. Inspiring in its own right, tech offers creatives incredible possibilities, and their ideas give tech an extraordinary power in well-devised application. Technology therefore allows the creative industry to make progress, but it also limits it.
Ad industry faces at the world’s largest tech conference
How important it is that these two industries intertwine even closer is illustrated by the fact that the upcoming Web Summit – perhaps the largest tech conference in the world with 60,000 participants from 160 countries and some other insane statistics – will be attended by some of the biggest names in the advertising industry; from icons like Bob Greenberg from R/GA, John Hegarty from BBH and Chuck Porter from CPB (we’re not boasting) to digital director of Trump’s presidential campaign. His lecture, titled Make marketing great again, I cannot miss! As if that’s not enough, the announcement says that I will find out insider info and marketing secrets behind the election of the US president. That I got to see…
In addition to the big dogs of advertising, as expected some of the biggest names of the tech world are also coming to Lisbon: CEOs of Amazon, Microsoft, Reddit, Intel, Tinder, Oracle, Booking.com, etc. No need to drag the list on. Everyone will be there. And with them, a whole army of investors (Breyer Capital, Bloomberg Beta, Lightspeed Ventures, etc.). That’s why this festival is a real Mecca for startups who present their ideas there. And what about pitching ideas? Well, we from the advertising industry know a thing or two about that…
The moral of the story? It seems that the advertising and tech people will collaborate more and more in the future. So we’ll see you soon at the Web Summit, and then at Days of Communication. We’ll talk about everything, over beer.