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Dr Paul Marsden | Media Psychologist | @marsattacks | p.marsden@uniquedigital.net
The Uberfication of Advertising
The Uberfication of Advertising
AD
BLOCKERS
BOT
FRAUD
BYRON
SHARP
AD-POCALYPSE
COOKIE
DEATH
AD
BLOCKERS
BOT
FRAUD
BYRON
SHARP
COOKIE
DEATH
AD-POCALYPSE
KEEP
CALM
SCREEN SPAM IS
NOT DEAD
YET
3 LESSONS FROM A UNICORN
$50BN
1. THE FUTURE IS
CONVENIENCE TECH
#ConvenienceTech
#ConvenienceTech
Slow &
Hard
Quick &
Easy
Luxe Soothe Glamsquad Caviar Get My Boat
Bloom That Urban Sitter Style Seat Taskrabbit Breather
Thumbtack Pager Handy Got it! Wag
Your Mechanic Push For Pizza Bannerman Washio Instacart
Jet Smarter Blade Minibar Eaze
Uberfication of Everything
The Uberfication of Advertising
The Uberfication of Advertising
2011 2012 2013 2014
4,124
672
371392
Funding $(M)
https://www.cbinsights.com/research-on-demand-report
#ConvenienceTech
#ConvenienceTech
#ConvenienceTech
#ConvenienceTech
‘instant gratification
takes too long’
Carrie Fisher
#ConvenienceTech
1980 1985 1990 1995 2000 2005 2010 2015
Mobile Penetration
ADD
12

secs
8
secs
2000
2013
http://advertising.microsoft.com/en/WWDocs/User/display/cl/researchreport/31966/en/microsoft-attention-spans-research-report.pdf
#ConvenienceTech
100ms = 1%
#ConvenienceTech
Content is
King
Convenience
is King
The Uberfication of Advertising
The Uberfication of Advertising
The Uberfication of Advertising
The Uberfication of Advertising
Sponsored Content Sponsoring Content
2. OWN THE RELATIONSHIP,
NOT THE COSTS
Uber, the world’s largest taxi company, owns
no vehicles. Facebook, the world’s most
popular media owner, creates no content.
Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest
accommodation provider, owns no real estate.
Something interesting is happening.
Tom Goodwin
DEMAND
(PASSENGERS)
SUPPLY
(TAXIS)
#Intermediation
UBER
#Intermediation
#Intermediation
The Uberfication of Advertising
3. BUSINESS MODEL
INNOVATION
TECHNOLOGY IS NOT DISRUPTIVE,
BUSINESS MODELS ARE
SUBSCRIPTION FREEMIUM FREE MARKETPLACE SHARE
HYPERMARKET EXPERIENCE VIRAL ON-DEMAND ECOSYSTEM
#BusinessModelInnovation
#BusinessModelInnovation
Hollywood Pitch
‘We’re the Tesla of Advertising’
#BusinessModelInnovation
It starts at home
HIGHER GROUND

3 LESSONS FROM A UNICORN
#ConvenienceTech
#Intermediation
#BusinessModelInnovation

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The Uberfication of Advertising