The World After Advertising

The World after Advertising
Rob Gonda, Global Lead of Creative Technology & Innovation

Innovation

Innovation follows understanding

Our business seems simple

We connect companies to customers

And, we connect customers to companies

Interests
music
graffiti
fashion
green
Offers
green
celebrity
jeans
shirts

bytes
kilobytes
Amount
megabytes
gigabytes
terabytes
petabytes
exabytes
zettabytes
vottabytes
Function
Understanding the past
Optimizing the present
Predicting the future

Let’s explore the Relationship between
People & Technology

It’s not about the evolution of technology, but actually how it changes us.

ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE NAME OF SOMEONE AT THEIR BANK
Where is the love?

Isolation made easy
TECHNOLOGY
Connection made easy
Internet map, opte.org

80%ofCEO’sbelievetheir
brandprovidesasuperior
customerexperience
8%oftheircustomersagree
Source: invitro

+ Marketing Technology
Social media monitoring
Digital asset management
Competitive intelligence
Business intelligence
Campaign management
Web analytics
Marketing dashboards
CRM
SEO analysis / auditing
Email marketing
Augmented reality
Landing pages
User communities
Interactive ads
Social features
Web site
Location
Linked data
RFID
Digital products
Search ads
Internet of things
Mobile marketing
Behavioral targeting
User-generated content

Advertising has to Evolve
Sponsor
Value
Engage
Brand as Facilitator
Control
Sell
Interrupt
Brand as Broadcaster

Time Spent
Ad Spend
~$50B
Global
Opportunity
Print
Radio
TV
Internet
Source: Morgan Stanley

Physical & Digital

Data & Technology

Mark Zuckerberg
Facebook
Trevor Edwards
Nike+
Stephen Wolfram
Wolfram Alpha
Alexander Tokman
Microvision
Danilo De Rossi
Smartex
Source: proximity BBDO

Distractions
Mode of Interaction
System-Defined Rules
Endpoint Capability
Network Capability
User-Defined Rules
Reference
User Behavior
Temperature
Direction
Environment
Process
Location
History
Role
Links
Journal
Groups
PIM
Bookmarks
Security
Trust
Presence
Tagging
Blogs
Social Graph
Privacy
Calendar
Identity
Community
Conversations
Reputation
Source: Gartner

Contextual Computing

Source: Gartner

Source: proximity BBDO

The Internet of Things

Six predictions for 2015
All Location-Based Services will die
Facebook to own 50% of all display ads
Facebook will penetrate APAC > 2bln users
Android + Google Me
Media Trade Floor
Media budgets will Shift

How intelligent is your business?

do not fear.
Questions?

Enjoy your journey into the cloud.
Thank you.
Rob Gonda
Global Lead of Creative Technology @ Sapient
rgonda@sapient.com
@RobGonda
http://tmtyl.com/about-rob

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The World After Advertising

by Rob Gonda

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