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Flash Forward to the Future: Media Innovation

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Presentation from MediaMind's global roadshow DED2010 on future media innovation

Presentation from MediaMind's global roadshow DED2010 on future media innovation

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    Flash Forward to the Future: Media Innovation  Flash Forward to the Future: Media Innovation Presentation Transcript

    • flashforward to the future Dean Donaldson @deandonaldson Global Director of Media Innovation © 2010 MediaMind Technologies, Inc. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • NOTHING TO HIDE . US © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Tracking © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • [ targeted consumer ] addressable advertising >> © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Half the money I spend on advertising is wasted but I can never find out which half John Wanamaker, Pioneer of Department Stores, 1877 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • planning exchanges buying © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • planning exchanges buying “single” advertising management system © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • ✓ © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • social media has replaced porn as the no. 1 activity © 2010 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Concentric Conversations © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • “It took 50 years for TV to build the audience social media has in five ” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • more than 10 million pieces of content daily are shared on Facebook © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • the silver foxes 55-60 year old females the fastest growing group on Facebook © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Chat Roulette 100M Thursday, 28 October 2010 queer © 2010 MediaMind Technologies Inc. | All rights reserved
    • Personal Web © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Personal Web 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Personal Web 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Social Interaction 50% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • Social Interaction 80% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • Social Interaction 100% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • $$$ Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • data understanding is the key © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • << panel data >> { performance data } “organic search” creative intelligence social media [ buzz ] * consumer feedback @^!! © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • strategy 40% © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • privet salutg'day grüßgott alô hei aloha jambo “hello” shalom cześć ciào guten tag σου sawubona bonjour deň hoiγεια napot jó hola dobrý “ok?” “good” “good” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • growing pains © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • instant >> © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Thursday, 28 October 2010 66 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • Thursday, 28 October 2010 15 countries / languages © 2010 MediaMind Technologies Inc. | All rights reserved
    • more than 200 creative executions Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
    • instantly updated © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • click the © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 997 click the © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 50% of all display ad clicks © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 6% online population © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 0.5% 5 in every 1,000 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 2 are wrong audience 1 clicked by accident 1 doesn’t wait for load = 1 in every 1,000 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • CPC = CPM !! © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • bridging the silos 30% © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • compare amazon instantly © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • visualization of search © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Better Lived Together tracking offline to online mobile © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Cross-Channel Comparison What is the status for comparing the following cross-channel metrics? Online Search and Display Advertising 51% 38% 11% Computer-based and Mobile Advertising 22% 62% 16% TV and Computer- 22% 62% 17% based Advertising TV and Mobile Advertising 7% 68% 25% Outdoor and Mobile Advertising 8% 62% 30% Currently compare Would like to compare, but don’t do it yet Not interested in comparing Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Impact: changing the train of thought © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 70MPH © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 35FPS © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 2.7MPH © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 75% 2.7MPH Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • < interaction > Teachers / kids © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • making sense © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
    • passive exposure active + engagement eGRP © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Warner Bros 300 – Expanding / Polite © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Thursday, 28 October 2010
    • dwell rate percentage of impressions engaged with by the user © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Global Research 8.7% of all ads engaged with Eyeblaster Dwell Research © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Dwell Rate versus CTR 25x Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
    • dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Overall Performance 1:14 43 seconds © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • 60 How we spend time Eyeblaster Dwell Research secs over TV © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • most advanced video on the market © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Interacting with video © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • consumers show consistently that they are willing to take time to explore brands © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Effect on visits 17 69% 17 13 9 10 4 0 low dwell high dwell © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Effect on search 3x 40 39 30 20 10 12 0 low dwell high dwell © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • grass roots infiltration word-of-mouth is the most powerful form of advertising © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 78% of consumers trust peer recommendations only 14% trust advertisements © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • “you got to ask yourself a question” product reviews 25% of search results for the World’s Top 20 brands are links to user-generated content... 34%_of_bloggers / post_opinions_about_products © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • in control © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 83% of purchase decisions are from word of mouth © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • technology sift Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • Don’t be evil © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • “I had a bad experience” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • “how may I help?” turn moaners into advocates “listening brand” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • “ This commercial is enough to make me try Old Spice. THIS is how you convince people to ” buy your stuff! 6M Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Adapting the process On-site view through Regular banner flow (Rich or Standard) see content = mass audience interact Viewing the ad = deep connection Clicking on the advert for friend te sha Arrival at the wa ar re web page -a rd- nd to - - Start exploring creates Product View buzz eMail Social Sites © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • VW Twitter • 1% YoY uplift in site visits • Twitter activity for VW rose from 5 to 700 per day • Total Facebook VW Fans – 260,000 • Total YouTube video views – 87,000 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • takes it to the next level © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • takes it to the next level © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • the © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • second life © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • 15% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • live trailers © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • “ we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two” Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 6x penetration © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 500 million smartphones a year are going to be sold over time Steve Balmer © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • most looked at screen in home 2nd is the mobile © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • personally identifiable © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • payment system © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Toshiba © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Smart Appliances © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • don’t touch © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Virtual Reality © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Sensory surround ((( ( © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • 1=∞ { ubiquitous computing (ubicomp) } © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Smart Paper © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Smart Clothes © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Smart Scents © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Smart Tags RFID © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Science Fiction or Fact? • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Science Fiction or Fact? • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS Personal Identification Device (PID) = targeted ads © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • [data] © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • In Store Intelligence © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • ePOS © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • Consumer Backlash © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Consumer Backlash © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • beyond the browser © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • of under 15’s by 2015 will all use 50% touchscreens © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • personally relevant ads inserted dynamically into any content on any device anywhere in the world © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • from search to static banners to interactive full-screen video in a browser, in Game or on web TV outdoor, on a desktop or mobile © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • ad server platforms are built on decade old technologies © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • focus on your potential instead of your limitations © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • Thank you! © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
    • www.mediamind.com dean.donaldson@mediamind.com 917.640.3095 @deandonaldson @mediamind_chat @creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010