Ken Livingstone proclaims : London gets an Ad Free day : No ads anywhere at all!!!!

So I cheated and used something in the Daily Mail Headline styleee

Sao Paolo : The city that said no to advertising is however true.

They are a vivid, visual allegory (see below) for the "take down" of advertising as a all-conquering marketing medium in our lives - online and elsewhere. I like to think of them as a cautionary tale for marketers in a way - if you can't make advertising be useful, people will take down the billboards...

What a great idea - its not that I am anti-commerce, I am anti-rubbish - and 90%+ of what advertising produces is visual and textual pollution, aimed at the wrong people, at the wrong times for the wrong reasons. A failing model that is now living on the fumes of its once potent past.

And once you have stormed the Bastille, you don’t really want to go back to your boring day job. In this instance, the day job is the consumer as an; uninformed, unconnected, passive, ignorant, non-participative, controlled individual that will happily consume what is put in front of them. It is in fact an evolving historic act of liberation. It is the death knell of the “read only” culture, and the end of information feudalism.

But c'mon lets keep sending in the ads lets go for CPM's: Cost per Thousands or indeed Cost Per Millions Vs. CPRA's: Cost Per Relevant Audience....

So Lets have a crap ad free day? 90%+ of media would be empty - as a consequence traditional media would wonder where its business model angel would appear from - but we see this already in the morbid decline of ITV

The answers are I suggest in front of them, its just that they do not have the time or bandwidth - too much swimming, swimming, swimming - not enough thinking, thinking, thinking.

John Hagel writes

In the advertising world, multiple shifts are piling on top of each other and it is often hard to keep track of them, much less understand their implications. Let’s look at just some that are re-shaping the advertising world:

1). Shifts from advertising placed in digital content to ads placed in social networks and applications
2). Shifts from digital advertisements delivered through conventional PC’s to a growing array of mobile devices, with an increasing ability to target messages based on the physical location of the person
3). Shifts in the behavior of digital users in their responsiveness to advertisements online
4). Shifts in the way that companies connect with and build relationships with stakeholders (e.g., blurring boundaries between customers, partners and suppliers)
5). Shifts in the revenue models for businesses, as online businesses in particular become more and more dependent on advertising as a key revenue source (e.g., is there any Web 2.0 start-up that doesn’t blithely answer “advertising” when asked about their revenue model?).

If that isn’t complicated enough, we also have broader macro-economic shifts like potential near-term recessionary pressures

Its a far cry from the glory days of Madison Avenue

In fact Hagel goes on to write

we may become so focused on the recent growth in online advertising that we dismiss any short-term slowdown in spending growth as a purely cyclical phenomenon. In the process, we may miss the longer-term, and ultimately far more profound, impact of the diminishing returns that online advertising is already beginning to experience.

This is particularly relevant in the Internet space. Virtually everyone seems to be zeroing in on advertising as the basic revenue model. Titanic battles among Internet gorillas, including mega-acquisitions, are at least in part motivated by a desire to occupy choke-points in the advertising value chain.

And

The basic paradox of the Internet can be framed very simply: The very platform that makes advertising both more relevant and more measurable is the same platform that longer-term will challenge and ultimately undermine the basic role of advertising in communicating with customers.

So we can think about it like this

When the economy is shaken by a powerful set of new opportunities with the emergence of the next technological revolution, society is still strongly wedded to the old paradigm and its institutional framework.

The world of computers, flexible production and the internet has a different logic and different requirements from those that facilitated the spread of the automobile, synthetic materials, mass production and the highway network.

Suddenly in relation to the new technologies, the old habits and regulations become obstacles, the old services and infrastructures are found wanting, the old organisations and institutions inadequate. A new context must be created; a new 'common sense' must emerge and propogate.

And so Esther Dyson writes

While the big news in the online world focuses on Google, Yahoo and Microsoft, a more profound revolution is taking place on the online social networks: The discussion about privacy is changing as users take control over their own online data. While they spread their Web presence, these users are not looking for privacy, but for recognition as individuals -- whether by friends or vendors. This will eventually change the whole world of advertising

And thats why communities dominate brands :-)

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