0
Global Advertising Futures - the next 3 years



        Advertising is following Media.




                             ...
Advertising




Ads
        ...on dozens
        of platforms




       Gerd Leonhard Media Futurist / The Futures Agency
Targeting becomes... a matter of science




Targeted. Timely. Wanted. Valuable. 100% trackable.
                         ...
Gerd Leonhard Media Futurist / The Futures Agency
Data is the new Oil




              Gerd Leonhard Media Futurist /sevensheaven.nl
                   Image licensed from...
....and it’s the users that generate the Oil.




                                  Gerd Leonhard Media Futurist / The Fut...
Next-generation Advertising will depend on a
  steady flow of legal, clean and safe Oil




                              ...
Mining, Pumping, Refining, Distributing, Disbursing -
      Permission and Trust is Key      Gerd Leonhard Media Futurist ...
Privacy is now an Action.




                     Gerd Leonhard Media Futurist / The Futures Agency
The need for precise audience targeting will
 pay for a lot of ‘Feels Like Free’ Content




                             ...
As in Media, an increasing number ofAdvertisers will “Go Direct”




                                              Gerd Le...
@vertising becomes WithVertising




                       Gerd Leonhard Media Futurist / The Futures Agency
The anti-example...




                  Gerd Leonhard Media Futurist / The Futures Agency
Transparency and Openness are not binary issues




                                  Gerd Leonhard Media Futurist / The F...
And good storytelling will matter more than ever before




                                        Gerd Leonhard Media Fu...
Media Buying ~ Media Sharing ~ Media Earning




                                Gerd Leonhard Media Futurist / The Future...
Social media’s lesson: interaction before transaction




                                      Gerd Leonhard Media Futuri...
It all starts with talkable brands




                          Gerd Leonhard Media Futurist / The Futures Agency
Branding becomes “Banding”




                   Gerd Leonhard Media Futurist / The Futures Agency
Total Real-Life “MeatSpace”and ‘Online’ Convergence




                                     Gerd Leonhard Media Futurist ...
The mobile revolution: as important as the printing press




       Mobile Broadband probably means
      the End of Adve...
TV 2.0: the exact content when and how I want -
 plus my ads that could be of real interest to me




          Source: en...
Soon: the total convergence of
  Broadcast & Broadband




                      Gerd Leonhard Media Futurist / The Future...
If Advertising really becomes Content....




                               Gerd Leonhard Media Futurist / The Futures Ag...
From watering cans to sprinkler systems




                             Gerd Leonhard Media Futurist / The Futures Agency
Where will you put your money...?




                          Gerd Leonhard Media Futurist / The Futures Agency
Get ready for the Tribalization of Business.




                                 Gerd Leonhard Media Futurist / The Futur...
Thanks for your time!




www.mediafuturist.com @gleonhard
                               Gerd Leonhard Media Futurist / T...
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The Future of Advertising: Gerd Leonhard at Adtech London 2010

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My presentation at AdTechUK 2010 in London: Global advertising futures - the next 3 years

With the rapid increase in mobile broadband and the fact that 'the other 3 Billion' are now quickly coming online, the dramatic rise of social media and the global proliferation of next-generation mobile devices, advertising and marketing is changing rapidly. From the very definition of 'advertising' to the creation and design of what we used to call 'campaigns' to the metrics of success down to the very definition of who will pay whom for what, the future is being redefined right now. Gerd Leonhard will show the key trends and most interesting examples from around the globe, and will present some foresights on where things are going in the next 3 years.

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Transcript of "The Future of Advertising: Gerd Leonhard at Adtech London 2010"

  1. 1. Global Advertising Futures - the next 3 years Advertising is following Media. Gerd Leonhard Media Futurist / The Futures Agency
  2. 2. Advertising Ads ...on dozens of platforms Gerd Leonhard Media Futurist / The Futures Agency
  3. 3. Targeting becomes... a matter of science Targeted. Timely. Wanted. Valuable. 100% trackable. Gerd Leonhard Media Futurist / The Futures Agency
  4. 4. Gerd Leonhard Media Futurist / The Futures Agency
  5. 5. Data is the new Oil Gerd Leonhard Media Futurist /sevensheaven.nl Image licensed from The Futures Agency
  6. 6. ....and it’s the users that generate the Oil. Gerd Leonhard Media Futurist / The Futures Agency
  7. 7. Next-generation Advertising will depend on a steady flow of legal, clean and safe Oil Gerd Leonhard Media Futurist / The Futures Agency
  8. 8. Mining, Pumping, Refining, Distributing, Disbursing - Permission and Trust is Key Gerd Leonhard Media Futurist / The Futures Agency
  9. 9. Privacy is now an Action. Gerd Leonhard Media Futurist / The Futures Agency
  10. 10. The need for precise audience targeting will pay for a lot of ‘Feels Like Free’ Content Gerd Leonhard Media Futurist / The Futures Agency
  11. 11. As in Media, an increasing number ofAdvertisers will “Go Direct” Gerd Leonhard Media Futurist / The Futures Agency
  12. 12. @vertising becomes WithVertising Gerd Leonhard Media Futurist / The Futures Agency
  13. 13. The anti-example... Gerd Leonhard Media Futurist / The Futures Agency
  14. 14. Transparency and Openness are not binary issues Gerd Leonhard Media Futurist / The Futures Agency
  15. 15. And good storytelling will matter more than ever before Gerd Leonhard Media Futurist / The Futures Agency
  16. 16. Media Buying ~ Media Sharing ~ Media Earning Gerd Leonhard Media Futurist / The Futures Agency
  17. 17. Social media’s lesson: interaction before transaction Gerd Leonhard Media Futurist / The Futures Agency
  18. 18. It all starts with talkable brands Gerd Leonhard Media Futurist / The Futures Agency
  19. 19. Branding becomes “Banding” Gerd Leonhard Media Futurist / The Futures Agency
  20. 20. Total Real-Life “MeatSpace”and ‘Online’ Convergence Gerd Leonhard Media Futurist / The Futures Agency
  21. 21. The mobile revolution: as important as the printing press Mobile Broadband probably means the End of Advertising as we know it Gerd Leonhard Media Futurist / The Futures Agency
  22. 22. TV 2.0: the exact content when and how I want - plus my ads that could be of real interest to me Source: engadget.com Gerd Leonhard Media Futurist / The Futures Agency
  23. 23. Soon: the total convergence of Broadcast & Broadband Gerd Leonhard Media Futurist / The Futures Agency
  24. 24. If Advertising really becomes Content.... Gerd Leonhard Media Futurist / The Futures Agency
  25. 25. From watering cans to sprinkler systems Gerd Leonhard Media Futurist / The Futures Agency
  26. 26. Where will you put your money...? Gerd Leonhard Media Futurist / The Futures Agency
  27. 27. Get ready for the Tribalization of Business. Gerd Leonhard Media Futurist / The Futures Agency
  28. 28. Thanks for your time! www.mediafuturist.com @gleonhard Gerd Leonhard Media Futurist / The Futures Agency
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