Download the full report at psfk.com/report/advertising_playbook PSFK’s Advertising Playbook is a strategy toolkit for brands to successfully produce the most vital component in today’s digitally-saturated marketplace: experience marketing. To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

1. A FIELD GUIDE TO CREATING
HIGH-REACH BRAND EXPERIENCES
THE
ADVERTISING
PLAYBOOK
SUMMARY

2. Get The Full Report
PSFK’s Advertising Playbook 2018 is a strategy toolkit for
brands to successfully produce the most vital component in
today’s digitally-saturated marketplace: experience
marketing. To move beyond novelty activations and one-time
gimmicks, PSFK equips marketers with the insights,
directives and knowledge to develop high-reach campaigns
that meet consumers in the moment, collect and build upon
experiential data, and build scale through content creation.
The 60+ page report includes:
• Analyses of 45+ best-in-class experiential examples from
the industry’s most innovative brands
• A breakdown of 2018 industry and audience shifts
• Actionable templates to guide experience planning,
activation and analysis
• New consumer insights and KPIs to help shift
experiential strategy
• Expert perspectives and data, collected from 375+
advertising executives in PSFK’s 2018 Advertising Survey
Advertising Playbook 2018

3. Version 1.0 | Published October 2017
About This Report
Piers Fawkes
Founder & Editor-In-Chief
Experiential marketing has
become the most critical tool
in the modern marketer’s
weapon chest.
Not only do the variety of manifestations (pop-
ups, turn-ups, takeovers, you name it) create rich,
interactive, brand building engagements but,
with an infusion of digital technology, the
experiences can spread exponentially and their
success can be tracked in precise detail.
No longer a tactic, experiential marketing offers
a scalable solution that drives sales, builds
loyalty and adds significant business value.
Download the Full Report at:
psfk.com/advertising-playbook
Access all Reports and Debriefs as a PSFK Member:
psfk.com/membership
Advertising Playbook 2018

4. Industry Outlook: From Digital To Experience-First
Attention In Digital
Advertising Is Waning
80% say online ads
haven’t gotten
any better.
Rakuten Marketing, 2017
91% say ads are more
intrusive today than
2-3 years ago.
2016 State of Inbound Report
Digital ads wasted roughly
$7.4 billion in 2016 due to
poor placement.
Forrester Predicts End of Digital Advertising.
Forrester, 2017
Ad Fraud Is
Challenging Digital KPIs
Consumers Are Asking For
Engagement Over Targeting
Brands Are Shifting From Ads To
Customer Relationships
“P&G, GE, Sears and other
advertisers are auditing digital buys…
Havas Group U.K. has frozen
spending on Google and YouTube.”
Forrester Predicts End of Digital Advertising. Forrester, 2017
Advertising Playbook 2018

5. 01
Modular Events
Create Scale
What’s Driving Change?
02
Data Tracking
Informs CRM
And R&D
03
Experiences
Double As
Content Studios
Advertising Playbook 2018

6. Why Experience Now?
• Adds emotional connection
• Offers point of re-engagement
• Aligns brand with cultural events,
spaces or partners
• Improve reach and engagement
• Offload organization and
marketing to influencers
• Develop audience insights by
collecting data
• Consumer ambivalence to
branding and marketing
• Uncertain return on investment
as reach is not guaranteed
• Maintaining brand image
across grassroots and
crowdsourced events
• Difficult breaking through with a
truly new experience
• Challenging to maintain initial
buzz and momentum
• Small physical audience requires
magnification through media
THREATSWEAKNESSES
STRENGTHSOPPORTUNITIES
Advertising Playbook 2018

7. Put The Brand
At Hand
Accommodate A
Broader Lifestyle
01
In-Step
Engagements
02
Contextual
Calibration
03
Conversion
Occasions
04
Third Space
Community
05
Routine
Escape
06
Reframed
Perspectives
Brand Experience Strategies & Activations
Bring The Brand
Vision To Life
07
Engineered
Enjoyment
08
Innovation
Unveiled
09
Future
Mapping Advertising Playbook 2018

8. Key Takeaways For Better
Strategic Planning
Advertising Playbook 2018
Go where your
consumer is
01
Open the door with a
passion or pain point
02
Extend beyond
your own brand
03
Invest in digital as
well as physical
04
Change
your metrics
05
Test, Prototype
And Refine
06

9. Bespoke
Services
Since 2007, our NYC based team
has helped brands leverage
emerging trends through a mix
of consulting services.
PSFK LABS
• Research & Strategy
• Concepting & Consumer
Journeys
• Workshops & Trend Tours
PSFK STUDIOS
• Branded Content
• Newsletters
• Partner Events
Bespoke Services
PSFK
STUDIO
S
PSFK LABS
Membership
Membership
PSFK provides a cultural
intelligence service for
brands and agencies:
• on demand research
• extensive report library
• daily feed of insights
• weekly vertical
newsletters
• immersive events
About PSFK
PSFK 42 Bond Street, 6th Floor, New York, New York 10012 | +1 646 520 4672 | psfk.com | @psfk
Piers Fawkes
Consulting Services
piers.fawkes@psfk.com
Jeff Weiner
Membership Success
jeff.weiner@psfk.com

10. A FIELD GUIDE TO CREATING
HIGH-REACH BRAND EXPERIENCES
THE
ADVERTISING
PLAYBOOK
SUMMARY