Mic 2012 gerd_leonhard

Gerd Leonhard Futurist & Author CEO of TheFuturesAgency SoLoMo Advertising in the age of

It wasn’t raining when Noah built the ark(Howard Ruff)Advertising is goingSoLoMo at warp speed

On today’s smart phones, Telephony is just a feature *Clay Shirky input Next: revolutionary changes in how we

Touch. Feel.Immerse. Connect. Involve.

Data is now truly the new Oil :)

A tidal wave of game-changing TV/ Video technologiesThe future is already here!

cultureBut this is really aboutnot technology

Technology ➲ Habit Changes ➲Cultural Impact ➲ Social Evolution

The Internet is now centering around companies, platforms and technologies that are designed based on SoLoMo principles

Advertising

We are becoming People of the Cloud

...but advertising is still stuck on the Ground!

n g s i t i e r d v a M o L oS o

2 parallel realities: what works now -and what will work tomorrow InYeLi* *Interrupt Yell & ‘Lie’ SoLoMo

A new Media Ecosystem SoLoMo

Push, Shout & Pour ➲ ➲ ➲ ➲ Pull, Involve & Sprinkle

Facebook is the 1st SoLoMo Ad-generation:a semi-walled, social-centric, non-intentionaland experience-focused advertising platform

Total re-set of advertising"Its only when the tide goes out that you learn whos been swimming naked" Warren Buffett

‘Be useful or be dead’ - the future of brands is very diﬀerent

How do you become someone that people want to listen to?What do you stand for? Can you be trusted? Are you real?

For tomorrow’s SoLoMo tablet users, traditional TV is just one of many Apps

It’s not either / or but ‘and’

Advertisers take note: our future is not aneither/or world ...it’s an ‘AND’- WorldSpeed ⚇ Slowness Broadcast ⚇BroadbandSocial ⚇ In Solitude Filtered⚇ AccidentalPrint/Physical ⚇ Digital Peers ⚇ ExpertsAccidental ⚇ Intentional Free⚇ Paid

Opportunity is at the Intersections

Return on $ ≠‘Amazing’

So how can SoLoMo advertising be truly AWESOME...?

SoLoMo awesomeness:examples (1)Vizuality Multi-screen

SoLoMo awesomeness:examples (2)Augmented Reality Total Relevancy Via Mark Silva on Slideshare

SoLoMo awesomeness:examples (3)Tablet Commerce Gamiﬁcation

What canyou gamify?

Privacy SoLoMo’s main ‘threat’ (± opp, imho:):Pic via Flickr.com/embleton

SoLoMo versus NaLoLo (naked, lonely, lost)

The biggest challenge:what DATA willwe share, when,how, why...

Privacy: the right of the individual to be let alone (Warren and Louis Brandeis 1890, via A. Keen) http://www.thedailybeast.com/newsweek/2012/07/08/is-the-internet-making-us-crazy-what-the-new-research-says.html

Do not track may mean do not live:((

Trust comes from Openness, Transparency, Respect...

It wasn’t raining when Noah built the ark (Howard Ruff)Go SoLoMo NOW

Thanks for your time! #askgerd www.thefuturesagency.com www.gerdtube.com www.mediafuturist.comD E S I G N : C R E A T I V E

Mic 2012 gerd_leonhard

by IAB Netherlands on Oct 08, 2012

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