Gerd Leonhard Media Futurist
The Future of Advertising, Marketing &
Media - the next 5 years
London, November 11, 2008
Gerd Leonhard
www.mediafuturist.com
‣ Futurist
‣ Strategist
‣ Author

Gerd Leonhard Media Futurist
It’s not about Technology
Emerging cultural practices

Gerd Leonhard Media Futurist
It’s about PEOPLE
Brands
Content Media
Source: Flickr hillarylmrore

Gerd Leonhard Media Futurist
A reflection...

Gerd Leonhard Media Futurist
Marketing is Cultural Matchmaking
http://www.flickr.com/photos/bip/

Gerd Leonhard Media Futurist

Br o a d b a n d C u l tu r e
Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist
Broadband access will soon be...free

Gerd Leonhard Media Futurist
Some devices will soon ‘feel like ‘free’

Gerd Leonhard Media Futurist
Truly connected ... what’s the big deal?
We decide who gets to market to us
We value trust more than anything
We actually collaborate
We sell our Attention
Data becomes enormously valuable
Collaborate or Die

Gerd Leonhard Media Futurist
Looking up to... ourselves... each other

Gerd Leonhard Media Futurist
The Future: drastic role changes

Gerd Leonhard Media Futurist
The Future: more and
more fragmentation..
and Aggregation
Agency
2.0

Gerd Leonhard Media Futurist
Once technology becomes dead-simple...

The next dead-easies
Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist
Expect big changes when that happens

Gerd Leonhard Media Futurist
This makes music industry changes look like a minor nuisance

Gerd Leonhard Media Futurist
The Future of Books & Print

Gerd Leonhard Media Futurist
Some stuff you may want to know about...
★ The cashless society (e-money, mobile cash)
★ Mashed Access Networks
★ New display technologies and mobile projection
★ Device morphing
★ Fuel cells and other new battery technologies
★ ePaper / the digital book
★ Frappers / 3D Printing
★ The rise of Multi-Touch Technologies
★ Decentralization, Social Production & Crowdsourcing
★ Time, location, device shifting is expected everywhere
★ ‘Mobile Me’ becomes default: mobile = life depository
★ Smart Clothing
★ Cloud Computing
★ The Internet of Things

The Internet of Things
Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist
Content: UGC is a MAJOR force

Good news for you:
Gerd Leonhard Media Futurist
Finding and being Found is what matters

Gerd Leonhard Media Futurist
Searching & finding goes social

Gerd Leonhard Media Futurist
A central part of many future campaigns

Gerd Leonhard Media Futurist
Sharing Economy Logic
Share the Output (i.e. publish, re-
mix, PFE, life-stream...)
Share Input (i.e. remuneration in
cash, attention, reputation...)
Share the Thruput (i.e. usage data...
meta content... attention trails...)

Gerd Leonhard Media Futurist
Service Creators
Product Creators
Content Creators
Content Users
Co-Creation

Gerd Leonhard Media Futurist
Image via flickr.com/photos/spursfan_ace/
People now pay more to express
themselves, and less to consume

Gerd Leonhard Media Futurist
People used to pay for Content -
Now they pay for Meta Content

Gerd Leonhard Media Futurist
Users =
= Users

Gerd Leonhard Media Futurist
Advertising =
<=> Users

Gerd Leonhard Media Futurist
A side effect of Broadband Culture
An increasing number of people are
now looking to contribute, to connect, to
do something truly meaningful
Money

Gerd Leonhard Media Futurist
In the sharing economy
money can be poisonous

Gerd Leonhard Media Futurist
This is over

Gerd Leonhard Media Futurist
Moving from take-down to permission

Gerd Leonhard Media Futurist
“Trustol” - or death

Gerd Leonhard Media Futurist
The Future of Content: Attention-based Income Explodes
Copy Based Revenues
Attention Based Revenues
10.0
7.5
5.0
2.5
Was 0
Is
Soon
Near Future
Mid-term Future

Gerd Leonhard Media Futurist
Together, Broadband Culture and
Mobility will re-define how we think
about:
• Privacy
• Authority
• Ownership / Copyright
• ‘Selling’ (and Marketing)
• Production Requirements
• Work
• Education

Gerd Leonhard Media Futurist
Massive Disruption... + - ?
Production Competition Authority
Copyright Ownership Control
‘Developing’ Countries ‘Developed’ Countries
Empowered Individuals Incumbent Companies
Professional Amateurs Authorized Professionals

Gerd Leonhard Media Futurist
Crowd + Cloud = The Future

Gerd Leonhard Media Futurist
Advertising, Take 2
Trust
Rewards
Value
Relevance
Permission

Gerd Leonhard Media Futurist
The Open - Closed
Challenge
Closed
Open
Orderly
Chaotic
Safe
Untested

Gerd Leonhard Media Futurist
It’s all in the Mix and in the timing
Orderly
Untested
Open Closed
Chaotic Safe

Gerd Leonhard Media Futurist
Thanks for listening!
★ email me at gerd@mediafuturist.com
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★ facebook: gleonhard
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