Markus M. Bugge Creative Distraction The Digital Transformation of the Advertising Industry GEOGRAFISKA REGIONSTUDIER NR 82 Dissertation presented at Uppsala University to be publicly examined in Auditorium Minus, Museum Gustavianum, Akademigatan 3, Uppsala, Friday, December 4, 2009 at 10:00 for the degree of Doctor of Philosophy. The examination will be conducted in English. Abstract Bugge, M. M. 2009. Creative Distraction. The Digital Transformation of the Advertising Industry. Geografiska regionstudier 82. 132 pp. Uppsala. ISBN 978-91-506-2108-2. This thesis is primarily based on a case study on how the Internet affects the advertising industry in Oslo, Norway, and on how the digitization of advertising adds to our understanding of the geography of innovation and urban and regional development. The study argues that the Internet fundamentally changes and challenges the advertising industry, and that advertising merges into market communication and even user experience and product development. The interactive nature of the Internet and its parallel social and commercial worlds contribute to transcend the role of a traditional medium and to coalescence between production and consumption. Despite the fact that those involved in online and traditional advertising are located close to each other in Oslo, the extent of collective learning, knowledge externalities and innovation has been scarce. The study shows that the creative destruction of this industrial sector is ignited by actors outside the traditional advertising industry. Due to path dependency along one-way mass communication media incumbents within the advertising industry have left room for new actors, such as web agencies and technology consultants, to explore and take market share in online market communication services. The reconfiguration of market communication is regarded as the result of an industry mutation across advertising and ICT, and creates a need for bridging skills and competencies across creative, strategic and interactive domains. The implications of such an industry mutation across diverse sectors are used to discuss the evolutionary potential of the related variety perspective. The study argues that localized industrial change may be conceptualised in terms of a cyclical relationship between externalities from localisation economies and urbanisation economies respectively. The implications of the findings from the case study are in this way used to discuss more general drivers of urban and regional development. Keywords: economic geography, innovation, advertising, Internet, agglomeration economies, creative, interactive, knowledge, Oslo, Norway Markus M. Bugge, Department of Social and Economic Geography, Box 513, Uppsala University, SE-75120 Uppsala, Sweden © Markus M. Bugge 2009 ISSN 0431-2023 ISBN 978-91-506-2108-2 urn:nbn:se:uu:diva-109707 (http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-109707) To my mother Cover illustration: DOLK List of Papers1 1. Bugge, M. M. Lack of collective learning in online advertising in Oslo, Norway. Paper submitted to a peer reviewed journal October 2008; revised and resubmitted September 2009. 2. Bugge, M. M. Jacobian Cluster Mutation: From Advertising to Internet- based market communication. Paper submitted to a peer reviewed journal October 2009. 3. Bugge, M. M. How industry mutations redefine related variety: The case of Internet-based advertising. Paper submitted to a peer reviewed journal October 2009. 4. Andersen, K.V.; Bugge, M.M.; Hansen, H. K.; Isaksen, A. & Raunio, M. (Forthcoming) One Size Fits All? Applying the Creative Class thesis onto a Nordic Context. Paper presented at the Annual Meeting of the Association of American Geographers (AAG), San Francisco 2007 and at the Inaugural Nordic Geographers Meeting (NGM) Bergen, June. Submitted to European Planning Studies September 2008, revised and resubmitted April 2009 and revised and resubmitted July 2009. Accepted for publication July 2009. 1 All the papers are attached at the back of the document. Acknowledgements This doctoral dissertation has been completed in the period between February 2005 and October 2009. The case study which constitutes the greater part of the thesis has been part of a joint research programme entitled ‘Creativity and Innovation in the Cultural Industries’ at CIND (Centre for research on Innovation and Industrial Dynamics) and the Department of Social and Economic Geography at Uppsala University. This research programme has been funded by Jan Wallanders and Tom Hedelius Foundation and Handelsbanken in Sweden. One of the papers in the thesis was part of the joint European research project ‘Technology, Talent and Tolerance in European Cities’ which ran from 2005-2007 and was supported by the European Science Foundation and National Research Councils; in my case the Norwegian Research Council. The study has also benefited from financial support from NIFU STEP – Norwegian Institute for Studies in Innovation, Research and Education. The work with a PhD thesis is a learning process that involves several people, and that is inspired by their inputs and perspectives. First of all I would like to thank my supervisors Professor Dominic Power and Professor Anders Malmberg for having been very supportive and helpful throughout the entire process and for their advice, tirelessness and tidiness. I also wish to thank my colleagues at the Department of Social and Economic Geography at Uppsala University and my associates at NIFU STEP in Oslo for their support and valuable inputs. I am grateful to the reading group at the Department of Social and Economic Geography at Uppsala University, consisting of Brett Christophers, Göran Hoppe and Johan Jansson, for their opportune, legitimate and valuable comments and advice. Furthermore, I would like to thank the research team in the research project Technology, Talent and Tolerance in European Cities for inspirational discussions and insights; Arne Isaksen, Bjørn T. Asheim, Christof Klöpper, Høgni Kalsø Hansen, Kristina Vaerst Andersen, Mark Lorenzen, Markku Sotarauta, Michael Fritch, Meric Gertler, Mika Raunio, Nick Clifton, Phil Cooke, Ron Boschma and Tina Haisch. I would also like to thank Anders Christensen for his interest and valuable inputs and clarifications, Atle Hauge for being a good comrade, colleague and sparring partner, Johan Hauknes for his interest and for sharing his skills and capabilities and Sverre Herstad for inspiring coffee breaks and daily impulses. I am also very grateful to all my respondents for sharing their time and perspectives. However, all possible flaws in the thesis are completely my own responsibility and due to my own inabilities. In addition to having become a father in this period, which in itself has given me new and fundamental insights, the work with this dissertation has opened up new windows and perspectives. Finally, I would like to thank my family for their helpfulness and great support; my father Thorleif and my brother Mats for always being there, my partner Sissil for having managed to live with a PhD student and for her interest and understanding, and our daughter Ella, whose positive spirits has strengthened my motivations. I am happy and grateful for having had the opportunity to embark on this journey. Thank you all for having made this period very inspiring and enriching. Oslo, October 2009 Markus M. Bugge Contents 1 Introduction .............................................................................................. 11 1.1 Aims and objectives ......................................................................... 13 1.2 Research questions ........................................................................... 14 1.3 Why is it interesting to study the advertising industry? ................... 17 1.4 Structure of the thesis ....................................................................... 19 2 Theoretical underpinnings and conceptual framework ............................ 23 2.1 Agglomeration theory ...................................................................... 23 2.1.1 Localisation economies ............................................................ 24 2.1.2 Urbanisation economies ............................................................ 27 2.2 Innovation theory ............................................................................. 29 2.2.1 Innovation systems ................................................................... 30 2.2.2 The consumer and later trends in innovation studies ................ 31 2.3 Bridging agglomeration and innovation ........................................... 33 3 The creative and digital economy ............................................................ 42 3.1 The Norwegian advertising market .................................................. 44 3.2 Advertising and the Internet ............................................................. 45 3.3 Convergence of ICT and the rise of web 2.0 .................................... 50 4 Research design and method .................................................................... 53 4.1 Epistemological and methodological underpinnings ........................ 53 4.2 Description of the data collection ..................................................... 55 4.2.1 Qualitative data ......................................................................... 55 4.2.2 Selection criteria ....................................................................... 56 4.2.3 Interviews ................................................................................. 56 4.2.4 Quantitative data ....................................................................... 57 4.2.5 Data collection for the study on the creative class .................... 59 4.3 Reflections on the method applied ................................................... 60 4.3.1 Pilot study ................................................................................. 60 4.3.2 Interviewees .............................................................................. 61 4.3.3 The economic context for the study .......................................... 62 4.3.4 Delimitation of the study .......................................................... 62 4.3.5 Challenges and insights ............................................................ 63 4.3.6 Reliability and validity ............................................................. 64 5 Findings from the study on the digitization of the advertising industry .. 65 5.1 The Internet grows as an advertising channel .................................. 66 5.2 New activities emerge outside existing companies .......................... 71 5.3 The Internet changes the DNA of advertising .................................. 77 5.3.1 Interactivity, dialogue and engagement .................................... 78 5.3.2 Implications for the core product of advertising ....................... 79 5.3.3 New conditions for corporate organization .............................. 83 5.3.4 Production and consumption merge online .............................. 84 5.4 Institutional set-up of the local advertising industry ........................ 87 5.5 Innovation cycles of specialization and diversity ............................. 90 6 Broadening the perspective: Drivers of regional development ................ 94 7 Concluding discussion ........................................................................... 100 7.1 Summing up ................................................................................... 100 7.2 Destructive creativity ..................................................................... 101 7.3 The rise of the amateur class .......................................................... 103 7.4 Enabling creative destruction ......................................................... 105 7.5 Future research ............................................................................... 106 8 References .............................................................................................. 109 9 Appendix ................................................................................................ 123 9.1 Glossary .......................................................................................... 124 9.2 Interview guide ............................................................................... 125 9.3 List of informants ........................................................................... 127 9.4 Co-author declaration ..................................................................... 130 9.5 Definition of Oslo labour market region ........................................ 131 9.6 Relevant websites in Internet-based advertising ............................ 132