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In a ubiquitous world: ...

In a ubiquitous world:
As we enter the third wave of computing known a UbiComp, technology will shrink in size, increase in power and ultimately disappear into the background of our every day lives. A whole new infrastructure will see using miniature remotely powered wireless computers interfaced with sensors as opposed to keyboards. As RFID gets set to link every product on the planet to the Net through near field communication and GPS, it will allow the collation of unparalleled levels of data of consumer habits both in and out of the home. Always connected and always aware, privacy could become a thing of the past. What does this mean for the future of contextual and location-based advertising; where are we at and what can we expect? Will this finally bring the utopia that is being sought by marketers to answer conclusively which 50% of their media dollars are being wasted - and if so at what price to humanity? The writing is on the wall...
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Addressable Advertising Addressable Advertising Presentation Transcript

  • addressable advertising in a ubiquitous world Dean Donaldson Director of Digital Experience January 2010 © 2008 Eyeblaster. All rights reserved
  • Living in a Ubiquitous World © 2008 Eyeblaster. All rights reserved
  • The future? © 2008 Eyeblaster. All rights reserved
  • Half the money I spend on advertising is wasted but I can never find out which half John Wanamaker, Pioneer of Department Stores, 18 77 © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Tracking © 2008 Eyeblaster. All rights reserved
  • The Third Wave UbiComp Ubiquitous Computing © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • The Changing Box © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Smart Tags © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Travel © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Radio Frequency Identification RFID • Read / Writable • xxMB Storage • Input via Sensors • Output via Wireless • Remote Power Source © 2008 Eyeblaster. All rights reserved
  • Smart Dust “The computer in your cell phone is a million times cheaper and a thousand times more powerful and about a hundred thousand times smaller than the one computer at MIT in 1965. So what used to fit in a building now fits in your pocket, what fits in your pocket will fit inside a blood cell in 25 years… That’s a billion-fold increase.” Ray Kurzweil, Futurist © 2008 Eyeblaster. All rights reserved
  • Exponential Growth of Computing © 2008 Eyeblaster. All rights reserved
  • Wrigley’s Juicy Fruit 1974 © 2008 Eyeblaster. All rights reserved
  • Kevin Ashton © 2008 Eyeblaster. All rights reserved
  • Taking a Proctor & Gamble • 2003: Tesco hides bugs in razors • WHY you pick-up & WHERE you go • 2007: Tesco wants all products tagged EVERY BOND YOU BREAK . . . © 2008 Eyeblaster. All rights reserved
  • Supply Chain 2005 © 2008 Eyeblaster. All rights reserved
  • 2009 © 2008 Eyeblaster. All rights reserved
  • Future Store © 2008 Eyeblaster. All rights reserved
  • In Store Intelligence © 2008 Eyeblaster. All rights reserved
  • ePOS © 2008 Eyeblaster. All rights reserved
  • Inventory Management © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Consumer Backlash © 2008 Eyeblaster. All rights reserved
  • in control © 2008 Eyeblaster. All rights reserved
  • Social Interaction © 2008 Eyeblaster. All rights reserved
  • Enhanced Experience © 2008 Eyeblaster. All rights reserved
  • Haptic Interaction © 2008 Eyeblaster. All rights reserved
  • Sensory Surround © 2008 Eyeblaster. All rights reserved
  • Motion-based control © 2008 Eyeblaster. All rights reserved
  • Virtual Reality © 2008 Eyeblaster. All rights reserved
  • Light & Power © 2008 Eyeblaster. All rights reserved
  • Temperature & Movement © 2008 Eyeblaster. All rights reserved
  • World of Sensors © 2008 Eyeblaster. All rights reserved
  • Assisted Driving abs © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Smart Cars © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Autonomous Driving “Look no hands!” © 2008 Eyeblaster. All rights reserved
  • Smart Appliances © 2008 Eyeblaster. All rights reserved
  • Smart Grid © 2008 Eyeblaster. All rights reserved
  • Intelligent Power Supply © 2008 Eyeblaster. All rights reserved
  • Smart Clothes © 2008 Eyeblaster. All rights reserved
  • Smart Scents © 2008 Eyeblaster. All rights reserved
  • Smart Paper © 2008 Eyeblaster. All rights reserved
  • Song Do, Korea u-city © 2008 Eyeblaster. All rights reserved
  • personally identifiable © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • payment system © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • RFID – Radio Frequency Identification • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS Personal Identification Device (PID) ==targeted ads targeted ads © 2008 Eyeblaster. All rights reserved
  • RFID © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • Near Field © 2008 Eyeblaster. All rights reserved
  • © 2009 Eyeblaster. All rights reserved 2008
  • © 2008 Eyeblaster. All rights reserved
  • Under My Skin © 2008 Eyeblaster. All rights reserved
  • Access All Areas © 2009 Eyeblaster. All rights reserved
  • Bio-Metrics © 2008 Eyeblaster. All rights reserved
  • Travel & Security © 2008 Eyeblaster. All rights reserved
  • National ID © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved