“Innovation Is Out”: David Shing
AOL’s very own digital prophet, David ‘Shingy’ Shing, was as electrifying as the suit he was wearing at the Australian Association of National Advertisers’ RESET conference in Sydney today, dissing innovation and disruption, and giving marketers an insight into what they can expect in the future.
Sporting his trademark glasses and a hairdo held up by pomade, Shingy began his presentation by talking about innovation.
“This is a word that people use and say ‘Hey man, innovation is the new new, isn’t it?’, and I’m like ‘No, no bloody way’, because I think innovation is out, and I think it’s about invention,” he said.
“Innovation is about change. Invention is about creation.”
Shing then addressed the three Cs in digital marketing – culture, code and creativity – and stressed that brands need to avoid “over-indexing” on any of them individually.
“[Google Glass] is an example of when Google doesn’t quite get it right, because what happens here is that if you over-index on code and you forget about culture, you end up with David No Friends,” he said.
“But what I do think is amazing is that if you leap forward 18 months, Snapchat are now coming out with these things called Spectacles. This is going to be a phenomenal hit. Why? This is not recording every element of your life – this is recording conversation at a barbeque if it’s interesting, and little snippets and pockets of information that have been coming to you.
“That’s part of the new culture that you have to think about, so it’s about figuring out what the balance is.”
Shing then revealed the most overused word he hears when going in meetings with marketers –’disruption’.
“When you think about ‘disruption’, it’s not just about technology – you need to think about your business model, because that’s the thing that sucks arse,” he told conference attendees.
Shing went on to say that marketers need to understand that technology is changing people’s behaviour, but what it isn’t changing is our needs.
“We’re humans in our DNA. Our needs are wrapped up in the culture of where we are, and you can never change it,” he said.
“There’s a sense that we all want to be connected as humans. Now, is technology enabling that? Possibly.”
When talking about human needs, Shing said the discussion shifts to the four different types of realities – augmented, virtual, real, and mixed (for example, the idea of pushing around augmented reality in a physical sense).
“Here’s the golden opportunity. If you and I sat down and watched a film together, it’s a linear story, and if I laughed in a scene and you cried in that scene, and we had different emotions at the same time, you can’t change the content because it’s a director’s point of view, and that’s what’s been going on for way too long.
“The reality is as soon as you put [a VR headset] on, you are now into a lateral story – you are the person who is going to be the director of your own content and experiences, and it’s going to change dramatically in the future.
“If you think VR is amazing today, it’s nowhere near as amazing as where it’s going to be, because what’s happening is a lot of start-ups are building senses inside the googles so they can determine whether you laugh or whether you cry in scenes. We’re going to build content that changes and manifests.”
Shing noted that when done simply, augmented reality can really inspire people.
“What I really love about augmented over virtual – it’s shareable, and that’s very, very important to justify the production of that content,” he said.
However, Shing’s heart is with real reality right now due to stunts like this:
Shing talked about the fact that 360-degree phone cameras and drones is landing in the hands of creatives who are experimenting and producing amazing content that provides a different point of view.
“And that’s important because distinction in the way things look in the iconography of content is also vastly important to your identity as a brand,” he said.
Shing said the challenge for brands and marketers is figuring out how to create beautiful content using this technology in a cost-effective way.
The New-Age Consumer
According to Shing, consumers are no longer just consuming content.
“Those days are dead and buried, because now what you’ve got to deal with is the the creator, the critic and the curator of experiences,” he said.
Shing said we’ve entered a world where personal expression is now a form of entertainment, and as society is fed with more and more content, marketers have to think about out how to reconcile that.
“One of the reconciliations is that your audiences now have an audience,” he said.
However, Shing pointed out that a surge of insecurity has forced a lot of the younger generation are locking their social media networks down by making them private, and that’s where brands can run into trouble.
“If you think it’s all about open, it’s not,” he said. “People are cleansing the brands that they care about, and are only following people they want to, and are closing their networks down to have intimacy.
And as the world shifts into closed, inter-connected networks, Shing said advocacy is going to be more important than awareness in advertising, because people’s behaviour is influenced by their peers more today than ever before.
He also encouraged brands to let consumers contribute to it and co-create, and praise and reward them for their efforts.
“That’s the secret of what companies need to do for those consuming their content,” he said.
“It has to be grounded upon something that’s highly portable, some sound and motion, and is grounded upon reality.
“The most successful brands will be the ones that can reflect cultural change in their marketing.”
Getting Experimental
Shing believes experimentation is really important for brands, but to do that, marketers have to think about “re-framing”.
“It’s not enough to re-mix the budget anymore – you have to turn things upside down and invent,” he said.
“The second thing is you need to find the right people. It’s not about the celebrity culture – it’s about the culture of influence, so find people who are really authentic influencers of your brand and enable them to co-create with you.”
Shing said digital and physical cannot be separated.
“You need to bring them together, because people don’t delineate between physical and digital, so it has to feel like the same vocabulary,” he said.
“And lastly, you do need to fall forward. You need to experiment, because not everything can be a win, and you have to celebrate failure because the sooner you fail, the quicker you can succeed.”
AI and Data
He also stressed the importance of marketers getting artificial intelligence (AI) right.
“AI is very important, but most people get it wrong because what happens is they start with a kernel of an idea and they try and grow their knowledge base out,” Shing explained.
“I would turn it the other way around – start with a broad knowledge base and give massive context to people immediately, and hand it off to the humans.”
When it comes to utilising data creatively, Shing suggested that marketers look to the signals and not just the “speadsheets of noise”.
“It used to be about personalised data. What you really need today is contextual, but where it’s really headed is predictive,” he said.
Please login with linkedin to comment
Advertising Standards Bureau Macular Disease Foundation Australia Topshop Topman VCCPLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.