The Future Of Advertising and How To Make It Work For You Today

@AdNerds#FollowFridays Friday, December 4 The Future of Advertising. And how to Make it Work for You Today.

The Future is BRIGHT or Black as the NIGHT.

Google knows everything. Google never ever forgets. Picture ‘Eye of God’ by Veltro23 on Flickr

“Canadian Psychologist Who Used LSD Forty Years Ago Permanently Barred from Entering U.S.” Andrew Feldmar, Psychologist

Just Google it.

“ I don’t think there are creepy devices, I think there are creepy people. ” Brent Noorda, CEO RadioWeave

There is both good and bad in all people and all things.

The Future is ONLINE, CONNECTED.

Online & Connected Concerts. Picture by From TheNorth on Flickr

Live and Digital Music Teaming up to Rock your Life.

Mobile & Wireless Healthcare Delivery.

Mario Gianotti, M.D. at Memorial Hermann, Houston

Airstrip Critical Care

Online & Connected Cars.

Autonomous Driving.

Travolution.

Sociable Car, Senseable City.

The FUTURE of ADVERTISING.

Advertising has already changed into something else. “Hyper Island is yet another Swedish success story... ‘the interactive equivalent of Oxbridge‘” Kunal Dutta, Campaign “There is something that Hyper Island puts in its water. God knows what it is, but its graduates tend to have a fantastic attitude and are able to hit the ground running” Derek Robson, manag- ing partner, Goodby, Silverstein & Partners, San Francisco ”Our industry desperately needs more schools that specialize in creating and developing digital talent at the level and capacity of Hyper Island” Winston Binch, VP/Group Executive Producer, Crispin Porter + Bogusky, Boulder “Hyper Island has a solid understanding of the industry, a never-ending desire to improve and to develop great skills with people. I am amazed how the students grow through the education and when they end up at some of the best communication agencies in the world, they actually deliver” Mattias Nyström, Great Works, Stockholm Education in Interactive Design, Communication and Digital Business Management, Sweden Digital / Interactive Education, Sweden Programs and Courses 2009

Howest, Kortrijk.

The Semantic Web The Social Web Affective Computing DELife The Pervasive Web ™ Mark Trevor Stephen Alexander Danilo Zuckerberg Edwards Wolfram Tokman De Rossi Facebook Nike+ Wolfram Alpha Microvision Smartex

The Social Web Mark Zuckerberg Facebook

We are all connected

The Pervasive Web Trevor Edwards Nike+

Kilometers you run Where you run When you go running With whom you go running How often you go running Calories you burn Music you prefer Average, minimum and maximum pace Ups and downs ...

Simply put, there are two types of data user data non-user data

We are all connected & wired

There is an incredible amount of open data crime wikipedia advertising calendar dictionary weather health public transport ﬁnancial medical location vegetation federal yellow pages shopping social maps entertainment US postal services news

The smartest sensor out there, right now Cellular GPS Sensor Wiﬁ Digital Compass Accelerometer Video Recording Proximity Sensor Camera Ambient Light Sensor Audio Recording

The Semantic Web Stephen Wolfram Wolfram Alpha

What exactly makes the smart phone smart?

The Internet.

The Internet. The semantic web. RDF OWL GRDDL SWRL SPARQL POWDER

Wolfram isn't just trying to do “search”. It's actually doing something more subtle: it's doing semantic search. That thing that Sir Tim Berners-Lee has been banging on about. Google simply uses tweaked versions of its original “a lot of people link to this page” algorithm. Charles Arthur, Technology Blog - The Guardian UK

DELife ™ Alexander Tokman Microvision

1999: wearable computer

10 years later Pranav Mistry: The thrilling potential of SixthSense technology, TED

Wearable Displays Helmet-Mounted Display

Wearable Displays See-Through Eyewear Display

Wearable Displays Mobile Device Eyewear

Mobile Device Eyewear +

Terminator Vision.

HET: Human Enhancement Technology.

Dr. Babak Parviz, University of Washington, Seattle

Affective Computing Danilo De Rossi Smartex

As the web is becoming ubiquitous, interactive, and multimodal, technology needs to deal increasingly with human factors, including emotions. From the W3C Incubator Group Report “Elements of an EmotionML 1.0”, 20 November 2008 Picture by Amir Rijaveck on Flickr

A movie of John enjoying a TV show...

An Emotion Markup Language (EML or EmotionML) is deﬁned by the W3C Emotion Incubator Group as a general-purpose emotion annotation and representation language, which should be usable in a large variety of technological contexts where emotions need to be represented. Deﬁnition from Wikipedia.

A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... Emotion detected <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... An every day emotion <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... He was clearly happy <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... <emotionml> It was definitely John <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... <emotionml> <emotion> in JohnTVshow.avi movie Detected <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... <emotionml> <emotion> Proof in the TV shows data <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> Satisfaction at a level of 80% <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" face expression Detected from his uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>

Fabric as a data-collection medium heart rate perspiration respiration movement temperature posture wealthy

The future of Advertising is Online and Connected.

4. Billboards will be abolished.

The Semantic Web The Social Web Affective Computing DELife The Pervasive Web ™ Mark Trevor Stephen Alexander Danilo Zuckerberg Edwards Wolfram Tokman De Rossi Facebook Nike+ Wolfram Alpha Microvision Smartex

The Semantic Web The Social Web Affective Computing DELife The Pervasive Web

It’s your girlfriend’s birthday tomorrow. She’s a fan of “chocolates”. You can buy her pralines here with a 10% discount. Hurry, the shop closes in 15’. Oh, btw, have some chocolate yourself. That will make you happier.

A Couple of things to CHEW on.

Soc iety has cha nge d.

“ When we change the way we communicate, we change society. ” Clay Shirky, Professor New Media, City University of New York

Global Study on media and advertising (+8,600 people across 11 markets) 7 in 10 people cannot live without the internet. 92% of Brits, 91% of Spaniards, 90% of Australians, 89% of both Dutch and American respondents rate the internet as completely necessary to their lives.

More than two thirds of respondents think there are too many ads on TV. 78% have actively tried to avoid TV and radio advertising by turning off, changing channel or using personal video recorders to fast forward through recorded ads. Two thirds have avoided websites that they feel have intrusive advertising. This ﬁgure rose to over 80% in Australia, Canada, Spain and the United States. 42% of those interviewed said they would like it if "websites and TV channels developed technology that monitored the sites you use and the TV channels you watch so they could make the ads you see more relevant to your interests".

Adv erti sing into has som alrea ethi dy c ng e han lse. ged

Should you join the social media zeitgeist or dabble around the edges in a wait-and-see stance?

maxit.microsite.be

Traditional Facebook { 40.000 15.645 30.000 35.902 20.257 20.000 10.000 0 2009

Time spent. 00:09:01

There are many success stories∞… $3 mio on Twitter +800% sales brand perception change

Now there is proof

These Mavens on average grew 18% in revenues over the last 12 months, compared to the least engaged companies who on average saw a decline of 6% in revenue during the same period. EngagementDB report, Altimeter Group, 2009

Lessons from the mavens Organization Social Media Teams Social Media Guidelines Social Media Company Culture

Lessons from the mavens Takeaways Emphasize quality, not just quantity. To scale engagement, make social media part of everyone’s job. Doing it all may not be for you — but you must do something. Find your sweet spot.

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The Future Of Advertising and How To Make It Work For You Today

by AdNerds on Dec 08, 2009

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The Future Of Advertising and How To Make It Work For You Today — Presentation Transcript