0
addressable
                                         advertising
                                          in a ubiquitous...
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, Pionee...
© 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
                       ...
Smart Dust
             “The computer in your cell phone
               is a million times cheaper and
           a thousa...
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 p...
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 +...
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
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Addressable Advertising

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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...
See http://NothingToHide.Us

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Transcript of "Addressable Advertising"

  1. 1. addressable advertising in a ubiquitous world Dean Donaldson Director of Digital Experience January 2010 © 2008 Eyeblaster. All rights reserved
  2. 2. Living in a Ubiquitous World © 2008 Eyeblaster. All rights reserved
  3. 3. The future? © 2008 Eyeblaster. All rights reserved
  4. 4. 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
  5. 5. © 2008 Eyeblaster. All rights reserved
  6. 6. Tracking © 2008 Eyeblaster. All rights reserved
  7. 7. The Third Wave UbiComp Ubiquitous Computing © 2008 Eyeblaster. All rights reserved
  8. 8. © 2008 Eyeblaster. All rights reserved
  9. 9. © 2008 Eyeblaster. All rights reserved
  10. 10. The Changing Box © 2008 Eyeblaster. All rights reserved
  11. 11. © 2008 Eyeblaster. All rights reserved
  12. 12. © 2008 Eyeblaster. All rights reserved
  13. 13. © 2008 Eyeblaster. All rights reserved
  14. 14. Smart Tags © 2008 Eyeblaster. All rights reserved
  15. 15. © 2008 Eyeblaster. All rights reserved
  16. 16. Travel © 2008 Eyeblaster. All rights reserved
  17. 17. © 2008 Eyeblaster. All rights reserved
  18. 18. Radio Frequency Identification RFID • Read / Writable • xxMB Storage • Input via Sensors • Output via Wireless • Remote Power Source © 2008 Eyeblaster. All rights reserved
  19. 19. 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
  20. 20. Exponential Growth of Computing © 2008 Eyeblaster. All rights reserved
  21. 21. Wrigley’s Juicy Fruit 1974 © 2008 Eyeblaster. All rights reserved
  22. 22. Kevin Ashton © 2008 Eyeblaster. All rights reserved
  23. 23. 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
  24. 24. Supply Chain 2005 © 2008 Eyeblaster. All rights reserved
  25. 25. 2009 © 2008 Eyeblaster. All rights reserved
  26. 26. Future Store © 2008 Eyeblaster. All rights reserved
  27. 27. In Store Intelligence © 2008 Eyeblaster. All rights reserved
  28. 28. ePOS © 2008 Eyeblaster. All rights reserved
  29. 29. Inventory Management © 2008 Eyeblaster. All rights reserved
  30. 30. © 2008 Eyeblaster. All rights reserved
  31. 31. Consumer Backlash © 2008 Eyeblaster. All rights reserved
  32. 32. in control © 2008 Eyeblaster. All rights reserved
  33. 33. Social Interaction © 2008 Eyeblaster. All rights reserved
  34. 34. Enhanced Experience © 2008 Eyeblaster. All rights reserved
  35. 35. Haptic Interaction © 2008 Eyeblaster. All rights reserved
  36. 36. Sensory Surround © 2008 Eyeblaster. All rights reserved
  37. 37. Motion-based control © 2008 Eyeblaster. All rights reserved
  38. 38. Virtual Reality © 2008 Eyeblaster. All rights reserved
  39. 39. Light & Power © 2008 Eyeblaster. All rights reserved
  40. 40. Temperature & Movement © 2008 Eyeblaster. All rights reserved
  41. 41. World of Sensors © 2008 Eyeblaster. All rights reserved
  42. 42. Assisted Driving abs © 2008 Eyeblaster. All rights reserved
  43. 43. © 2008 Eyeblaster. All rights reserved
  44. 44. Smart Cars © 2008 Eyeblaster. All rights reserved
  45. 45. © 2008 Eyeblaster. All rights reserved
  46. 46. Autonomous Driving “Look no hands!” © 2008 Eyeblaster. All rights reserved
  47. 47. Smart Appliances © 2008 Eyeblaster. All rights reserved
  48. 48. Smart Grid © 2008 Eyeblaster. All rights reserved
  49. 49. Intelligent Power Supply © 2008 Eyeblaster. All rights reserved
  50. 50. Smart Clothes © 2008 Eyeblaster. All rights reserved
  51. 51. Smart Scents © 2008 Eyeblaster. All rights reserved
  52. 52. Smart Paper © 2008 Eyeblaster. All rights reserved
  53. 53. Song Do, Korea u-city © 2008 Eyeblaster. All rights reserved
  54. 54. personally identifiable © 2008 Eyeblaster. All rights reserved
  55. 55. © 2008 Eyeblaster. All rights reserved
  56. 56. payment system © 2008 Eyeblaster. All rights reserved
  57. 57. © 2008 Eyeblaster. All rights reserved
  58. 58. © 2008 Eyeblaster. All rights reserved
  59. 59. 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
  60. 60. RFID © 2008 Eyeblaster. All rights reserved
  61. 61. © 2008 Eyeblaster. All rights reserved
  62. 62. Near Field © 2008 Eyeblaster. All rights reserved
  63. 63. © 2009 Eyeblaster. All rights reserved 2008
  64. 64. © 2008 Eyeblaster. All rights reserved
  65. 65. Under My Skin © 2008 Eyeblaster. All rights reserved
  66. 66. Access All Areas © 2009 Eyeblaster. All rights reserved
  67. 67. Bio-Metrics © 2008 Eyeblaster. All rights reserved
  68. 68. Travel & Security © 2008 Eyeblaster. All rights reserved
  69. 69. National ID © 2008 Eyeblaster. All rights reserved
  70. 70. © 2008 Eyeblaster. All rights reserved
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