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v27                            TRENDING THE FUTURE                               The last 150 days & the next 150 days in ...
v27                             A spaceLab Production          www.space150.comFriday, February 18, 2011
v27                            The World is Changing.                            The last 150 days have seen violence, pol...
v27                            LET’S TAKE A LOOK AT:                            The World                            The D...
v27                            THE WORLDFriday, February 18, 2011
v27     U.S. troops have now been in the Middle East longer     than the existence of the Soviet Union.Friday, February 18...
Hungary endured toxic floods. October 4Friday, February 18, 2011
Economies struggled in Europe. October 12-22Friday, February 18, 2011
North Korea fired shots at South Korea. November 23Friday, February 18, 2011
America worked through the 2010 Mid-term Elections and Healthcare Reform.Friday, February 18, 2011
Floods devastated eastern Australia.Friday, February 18, 2011
WikiLeaks all but confirmed that peak oil is imminent. February 9, 2011Friday, February 18, 2011
v27                            Luckily, there was a positive side.Friday, February 18, 2011
WikiLeaks redefined confidentiality on a global scale and made          governments rethink their international responsibili...
The Burj Khalifa was completed in Dubai, seizing the title of world’s tallest          building. October 1Friday, February...
The world’s first private spacecraft was launched. December 8Friday, February 18, 2011
The International Space Station surpassed the record for the longest          human occupation of space. October 22Friday,...
NASA discovered arsenic-based life. December 2Friday, February 18, 2011
Egypt gave us a taste of what happens when the Internet is taken away...Friday, February 18, 2011
...what people will do to get it back, and its power to connect the          world when it’s working.Friday, February 18, ...
v27                            THE DIGITAL                            LANDSCAPEFriday, February 18, 2011
v27                                 Digital technology is not killing our social lives.                                   ...
v27                            The 30-second Spot    ::   How will it evolve?                                     Publishi...
v27        THE 30-SECOND SPOT:        HOW WILL IT EVOLVE?Friday, February 18, 2011
The Old Spice Man campaign was the pioneer of life beyond 30-seconds. Over a          year later, he’s still going strong ...
Mercedes organized a “tweet race” to the Super Bowl fueled not by gas, but by          the tweets of people following alon...
Doritos has been doing “Crash the Super Bowl” for years now, but this year they          partnered with Pepsi to take it t...
Volkswagen leaked their Super Bowl spots the Friday before the game and took          home top ratings as the most likeabl...
Glee: Gleeking into every nook and cranny of American media and culture through          iTunes, live shows, magazine cove...
v27       FORMAT MAY       CHANGE, BUT SHORT       VIDEO MESSAGES       WON’T GO AWAY.Friday, February 18, 2011
ROCK THE     v27                                              BEFORE &                            FOR THE FUTURE:         ...
v27       PUBLISHING:       WHO IS YOUR REAL       COMPETITION?Friday, February 18, 2011
The nature of the internet is cheap publishing - openly available to all.Friday, February 18, 2011
It used to be that to publish a book, you needed a publishing deal or          a ton of money.Friday, February 18, 2011
Seth Godin’s Domino Project is breaking down the barriers of traditional publishing          - getting quality ideas to mo...
Amazon now sells 115 E-Books for every 100 paperbacks. With the proliferation          of mobile technology, the way we di...
The Mac and Chrome app stores have launched, making it easy for anyone to publish          new software ideas or download ...
v27       BOLD IDEAS ARE THE       REAL COMPETITION.Friday, February 18, 2011
v27                                              THE MOST                            FOR THE FUTURE:                      ...
v27        TWITTER:        DOES IT WORK?Friday, February 18, 2011
Digital spam is becoming a bigger issue on Twitter. The signal to noise ratio is          starting to exceed people’s tole...
John Mayer left 3.7 million followers behind when he          quit Twitter in favor of Tumblr.          “no artwork create...
v27          Digital Death showed that we may overestimate the popularity of celebrities in          social media and what...
$#*! My Dad Says went from Twitter to broadcast. An interesting phenomenon,          but ratings show it’s on the verge of...
The Old Spice “Smell Like a Man, Man” campaign helped Old Spice become the          number one selling men’s deodorant in ...
After some positive tweets from 50 Cent about the stock of his company, H&H          Imports, the stock soared 240% drivin...
Besides just being a brilliant media buy, #demandaljazeera showed us the real          power of Twitter to connect the wor...
v27        TWITTER IS NOT A        SOCIAL NETWORK.        IT’S AN INFORMATION        NETWORK.Friday, February 18, 2011
v27                                              START                                              THINKING              ...
v27        GROUP BUYING:        WHO WILL        PREVAIL?Friday, February 18, 2011
Groupon: The OG.Friday, February 18, 2011
Google took a $6 billion stab at buying Groupon, but was rejected. No matter.          They’ll soon be joining the group-b...
Amazon just sunk a $175 million investment into Groupon rival LivingSocial.Friday, February 18, 2011
Facebook Deals now piggybacks onto Facebook Places allowing local business          owners to do Foursquare-like specials ...
v27                            As we climb out of the recession, consumers have                             changed. Impul...
v27          CONSUMERS AND          BUSINESSES MUST          BOTH BENEFIT.Friday, February 18, 2011
v27                                              VALUE                            FOR THE FUTURE:                         ...
v27        TABLETS:        FAD OR DEATH OF THE        LAPTOP?Friday, February 18, 2011
The iPad’s sales have outpaced iPhone initial-year sales. The iPhone has been          around since 2007, and it’s certain...
The BlackBerry PlayBook will be the device that brings tablets to corporate           America, but greater success will de...
Sink or swim, every manufacturer is jumping on the tablet bandwagon. We’re          past the early adoption phase. The ear...
Will E-Readers stay relevant as tablet prices drop? Will the lines between E-Readers          and tablets continue to blur...
What we do know is: the demand for laptops is still big and they do lots of things          that tablets just aren’t made ...
v27         THERE IS NOW A         DIFFERENT DEVICE         FOR EVERY PART OF         YOUR DAY.Friday, February 18, 2011
v27                                              TABLETS ARE                            FOR THE FUTURE:                   ...
v27        MOBILE:        DOES YOUR GRANDMA        HAVE A SMARTPHONE?Friday, February 18, 2011
v27        91% of Americans use        cell phones.         http://arstechnica.com/telecom/news/2010/03/wireless-survey-91...
THAT MEANS YOURFriday, February 18, 2011                            GRANDMA HAS ONE.
AND YOUR BABY.Friday, February 18, 2011
v27        By Christmas 2011,        1 in 2 Americans will        have a SmartPhone.         http://blog.nielsen.com/niels...
v27        There are roughly 37.5        million grandmas in the        United States.Friday, February 18, 2011
v27        That’s at least 18.75        million grandmas with        SmartPhones by        Christmas.Friday, February 18, ...
v27                                 More people, more devices.                            What about the 27% of Americans ...
v27         Remember that old joke?         YOUR REFRIGERATOR         IS RUNNING...Friday, February 18, 2011
v27         IT JUST         STARTED.Friday, February 18, 2011
Mobile is now more than one device, it’s digital functionality like “smart” appliances,          augmented reality and phy...
v27                            Mobile isn’t just in American homes. It’s larger than                            that, shap...
v27        6 in 10 people around        the world now have a        mobile phone.         http://www.usatoday.com/tech/new...
EGYPT WAS A        GLOBAL        LANDMARK        OF MOBILE        ACTIVISM.Friday, February 18, 2011
v27       MOBILE. EVERYONE.       EVERYWHERE. IT’S       BECOMING A PART OF       OUR DNA.Friday, February 18, 2011
v27       NOT THINKING MOBILE?       YOU’RE BEHIND.Friday, February 18, 2011
v27                            FOR THE FUTURE:                                              MOBILE                        ...
v27                            THE FUTUREFriday, February 18, 2011
v27                            The future will be about...                            Agile Innovation                    ...
v27         THIS IS PROGRESS.                 THE FUTURE   a                             We Are Here                      ...
v27                            THANKSFriday, February 18, 2011
v27                            COMMENTS?Friday, February 18, 2011
v27         NICOLE NEWVILLE                  JAKE SZYMANSKI         VP Brand & Media Planning        Associate Brand Plann...
v27         Special Thanks To:         Craig Key         Christina Dorr         Ned Lampert         Eric Schlauch         ...
IMAGE CREDITS                            Boston.com - The Big Picture   Matt McClain                   Peter Macdiarmid   ...
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Trending The Future - space150 v27

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Trending the Future is a new evolution of space150's traditional retrospective.

In the past our retrospectives have looked at what happened over the last 150 days and new technologies that emerged, but now we're taking a look at the last 150 days with a new lens - to form an opinion about what trends will be important for the next 150 days of marketing and advertising.

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  1. 1. v27 TRENDING THE FUTURE The last 150 days & the next 150 days in the world of digital marketing & advertising. 02.18.11 www.space150.comFriday, February 18, 2011
  2. 2. v27 A spaceLab Production www.space150.comFriday, February 18, 2011
  3. 3. v27 The World is Changing. The last 150 days have seen violence, political unrest, natural disasters, cultural, and economic struggle amidst an evolving era of technological questions that have made us all a little nervous and a little bit more excited. Is the world we’ve created holding influence over technology, or is technology dictating our future?Friday, February 18, 2011
  4. 4. v27 LET’S TAKE A LOOK AT: The World The Digital Landscape The FutureFriday, February 18, 2011
  5. 5. v27 THE WORLDFriday, February 18, 2011
  6. 6. v27 U.S. troops have now been in the Middle East longer than the existence of the Soviet Union.Friday, February 18, 2011
  7. 7. Hungary endured toxic floods. October 4Friday, February 18, 2011
  8. 8. Economies struggled in Europe. October 12-22Friday, February 18, 2011
  9. 9. North Korea fired shots at South Korea. November 23Friday, February 18, 2011
  10. 10. America worked through the 2010 Mid-term Elections and Healthcare Reform.Friday, February 18, 2011
  11. 11. Floods devastated eastern Australia.Friday, February 18, 2011
  12. 12. WikiLeaks all but confirmed that peak oil is imminent. February 9, 2011Friday, February 18, 2011
  13. 13. v27 Luckily, there was a positive side.Friday, February 18, 2011
  14. 14. WikiLeaks redefined confidentiality on a global scale and made governments rethink their international responsibility.Friday, February 18, 2011
  15. 15. The Burj Khalifa was completed in Dubai, seizing the title of world’s tallest building. October 1Friday, February 18, 2011
  16. 16. The world’s first private spacecraft was launched. December 8Friday, February 18, 2011
  17. 17. The International Space Station surpassed the record for the longest human occupation of space. October 22Friday, February 18, 2011
  18. 18. NASA discovered arsenic-based life. December 2Friday, February 18, 2011
  19. 19. Egypt gave us a taste of what happens when the Internet is taken away...Friday, February 18, 2011
  20. 20. ...what people will do to get it back, and its power to connect the world when it’s working.Friday, February 18, 2011
  21. 21. v27 THE DIGITAL LANDSCAPEFriday, February 18, 2011
  22. 22. v27 Digital technology is not killing our social lives. It’s changing the world for the better. Or is it? Over the last 150 days, digital technology has seen some growing pains.Friday, February 18, 2011
  23. 23. v27 The 30-second Spot :: How will it evolve? Publishing :: Who is your real competition? Twitter :: Does it work? Group Buying :: Who will prevail? Tablets :: Fad or death of the laptop? Mobile :: Does your grandma have a smartphone?Friday, February 18, 2011
  24. 24. v27 THE 30-SECOND SPOT: HOW WILL IT EVOLVE?Friday, February 18, 2011
  25. 25. The Old Spice Man campaign was the pioneer of life beyond 30-seconds. Over a year later, he’s still going strong and back for round 3.Friday, February 18, 2011
  26. 26. Mercedes organized a “tweet race” to the Super Bowl fueled not by gas, but by the tweets of people following along and leading up to the TV spot.Friday, February 18, 2011
  27. 27. Doritos has been doing “Crash the Super Bowl” for years now, but this year they partnered with Pepsi to take it to a new level of buzz before and after the game.Friday, February 18, 2011
  28. 28. Volkswagen leaked their Super Bowl spots the Friday before the game and took home top ratings as the most likeable ads during the game.Friday, February 18, 2011
  29. 29. Glee: Gleeking into every nook and cranny of American media and culture through iTunes, live shows, magazine covers, product placement, and a Super Bowl ad.Friday, February 18, 2011
  30. 30. v27 FORMAT MAY CHANGE, BUT SHORT VIDEO MESSAGES WON’T GO AWAY.Friday, February 18, 2011
  31. 31. ROCK THE v27 BEFORE & FOR THE FUTURE: AFTER OR DON’T EVEN SHOW UP TOFriday, February 18, 2011 THE GAME.
  32. 32. v27 PUBLISHING: WHO IS YOUR REAL COMPETITION?Friday, February 18, 2011
  33. 33. The nature of the internet is cheap publishing - openly available to all.Friday, February 18, 2011
  34. 34. It used to be that to publish a book, you needed a publishing deal or a ton of money.Friday, February 18, 2011
  35. 35. Seth Godin’s Domino Project is breaking down the barriers of traditional publishing - getting quality ideas to more people, more quickly, by cutting out the middleman.Friday, February 18, 2011
  36. 36. Amazon now sells 115 E-Books for every 100 paperbacks. With the proliferation of mobile technology, the way we distribute content will continue to evolve.Friday, February 18, 2011
  37. 37. The Mac and Chrome app stores have launched, making it easy for anyone to publish new software ideas or download the applications without physical distribution.Friday, February 18, 2011
  38. 38. v27 BOLD IDEAS ARE THE REAL COMPETITION.Friday, February 18, 2011
  39. 39. v27 THE MOST FOR THE FUTURE: AGILE INNOVATORS WILL WIN.Friday, February 18, 2011
  40. 40. v27 TWITTER: DOES IT WORK?Friday, February 18, 2011
  41. 41. Digital spam is becoming a bigger issue on Twitter. The signal to noise ratio is starting to exceed people’s tolerance.Friday, February 18, 2011
  42. 42. John Mayer left 3.7 million followers behind when he quit Twitter in favor of Tumblr. “no artwork created by someone with a healthy grasp of social media thus far has proven to be anything other than disposable.” -John MayerFriday, February 18, 2011
  43. 43. v27 Digital Death showed that we may overestimate the popularity of celebrities in social media and what their fans would be willing to pay to get them back.Friday, February 18, 2011
  44. 44. $#*! My Dad Says went from Twitter to broadcast. An interesting phenomenon, but ratings show it’s on the verge of cancellation.Friday, February 18, 2011
  45. 45. The Old Spice “Smell Like a Man, Man” campaign helped Old Spice become the number one selling men’s deodorant in America.Friday, February 18, 2011
  46. 46. After some positive tweets from 50 Cent about the stock of his company, H&H Imports, the stock soared 240% driving the company value up $50 million.Friday, February 18, 2011
  47. 47. Besides just being a brilliant media buy, #demandaljazeera showed us the real power of Twitter to connect the world in real-time.Friday, February 18, 2011
  48. 48. v27 TWITTER IS NOT A SOCIAL NETWORK. IT’S AN INFORMATION NETWORK.Friday, February 18, 2011
  49. 49. v27 START THINKING FOR THE FUTURE: DIFFERENTLY ABOUT TWITTER.Friday, February 18, 2011
  50. 50. v27 GROUP BUYING: WHO WILL PREVAIL?Friday, February 18, 2011
  51. 51. Groupon: The OG.Friday, February 18, 2011
  52. 52. Google took a $6 billion stab at buying Groupon, but was rejected. No matter. They’ll soon be joining the group-buy melee with Google Offers.Friday, February 18, 2011
  53. 53. Amazon just sunk a $175 million investment into Groupon rival LivingSocial.Friday, February 18, 2011
  54. 54. Facebook Deals now piggybacks onto Facebook Places allowing local business owners to do Foursquare-like specials for check-ins at their location.Friday, February 18, 2011
  55. 55. v27 As we climb out of the recession, consumers have changed. Impulse has become a luxury and our perception of value has been redefined.Friday, February 18, 2011
  56. 56. v27 CONSUMERS AND BUSINESSES MUST BOTH BENEFIT.Friday, February 18, 2011
  57. 57. v27 VALUE FOR THE FUTURE: WILL REIGN SUPREME.Friday, February 18, 2011
  58. 58. v27 TABLETS: FAD OR DEATH OF THE LAPTOP?Friday, February 18, 2011
  59. 59. The iPad’s sales have outpaced iPhone initial-year sales. The iPhone has been around since 2007, and it’s certainly not going anywhere.Friday, February 18, 2011
  60. 60. The BlackBerry PlayBook will be the device that brings tablets to corporate America, but greater success will depend on it’s appeal to non-BlackBerry users.Friday, February 18, 2011
  61. 61. Sink or swim, every manufacturer is jumping on the tablet bandwagon. We’re past the early adoption phase. The early majority arrived at Christmas.Friday, February 18, 2011
  62. 62. Will E-Readers stay relevant as tablet prices drop? Will the lines between E-Readers and tablets continue to blur or will innovation diverge? We can’t be sure.Friday, February 18, 2011
  63. 63. What we do know is: the demand for laptops is still big and they do lots of things that tablets just aren’t made for. Don’t give up on them yet.Friday, February 18, 2011
  64. 64. v27 THERE IS NOW A DIFFERENT DEVICE FOR EVERY PART OF YOUR DAY.Friday, February 18, 2011
  65. 65. v27 TABLETS ARE FOR THE FUTURE: HERE TO STAY.Friday, February 18, 2011
  66. 66. v27 MOBILE: DOES YOUR GRANDMA HAVE A SMARTPHONE?Friday, February 18, 2011
  67. 67. v27 91% of Americans use cell phones. http://arstechnica.com/telecom/news/2010/03/wireless-survey-91-of-americans-have-cell-phones.arsFriday, February 18, 2011
  68. 68. THAT MEANS YOURFriday, February 18, 2011 GRANDMA HAS ONE.
  69. 69. AND YOUR BABY.Friday, February 18, 2011
  70. 70. v27 By Christmas 2011, 1 in 2 Americans will have a SmartPhone. http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/Friday, February 18, 2011
  71. 71. v27 There are roughly 37.5 million grandmas in the United States.Friday, February 18, 2011
  72. 72. v27 That’s at least 18.75 million grandmas with SmartPhones by Christmas.Friday, February 18, 2011
  73. 73. v27 More people, more devices. What about the 27% of Americans who already have a smartphone?Friday, February 18, 2011
  74. 74. v27 Remember that old joke? YOUR REFRIGERATOR IS RUNNING...Friday, February 18, 2011
  75. 75. v27 IT JUST STARTED.Friday, February 18, 2011
  76. 76. Mobile is now more than one device, it’s digital functionality like “smart” appliances, augmented reality and physical functionality that connect with our lives and devices.Friday, February 18, 2011
  77. 77. v27 Mobile isn’t just in American homes. It’s larger than that, shaping culture and the world as we know it. At home and abroad.Friday, February 18, 2011
  78. 78. v27 6 in 10 people around the world now have a mobile phone. http://www.usatoday.com/tech/news/2009-03-02-un-digital_N.htmFriday, February 18, 2011
  79. 79. EGYPT WAS A GLOBAL LANDMARK OF MOBILE ACTIVISM.Friday, February 18, 2011
  80. 80. v27 MOBILE. EVERYONE. EVERYWHERE. IT’S BECOMING A PART OF OUR DNA.Friday, February 18, 2011
  81. 81. v27 NOT THINKING MOBILE? YOU’RE BEHIND.Friday, February 18, 2011
  82. 82. v27 FOR THE FUTURE: MOBILE EVERYTHING.Friday, February 18, 2011
  83. 83. v27 THE FUTUREFriday, February 18, 2011
  84. 84. v27 The future will be about... Agile Innovation Transforming the way we interact with information and our environment Value for both brand and consumer Truly integrated technologyFriday, February 18, 2011
  85. 85. v27 THIS IS PROGRESS. THE FUTURE a We Are Here TimeFriday, February 18, 2011
  86. 86. v27 THANKSFriday, February 18, 2011
  87. 87. v27 COMMENTS?Friday, February 18, 2011
  88. 88. v27 NICOLE NEWVILLE JAKE SZYMANSKI VP Brand & Media Planning Associate Brand Planner space150 space150 nicole.newville@space150.com jake.szymanski@space150.com www.space150.comFriday, February 18, 2011
  89. 89. v27 Special Thanks To: Craig Key Christina Dorr Ned Lampert Eric Schlauch Michelle Swanson James Squires www.space150.comFriday, February 18, 2011
  90. 90. IMAGE CREDITS Boston.com - The Big Picture Matt McClain Peter Macdiarmid Los Angeles Times Framework Boston.com - The Big Picture Getty Images Getty Images AP Photo / Bela Szandelszky OK_01 Lefteris Pitarakis Boston.com - The Big Picture Pro-Zak Boston.com - The Big Picture Flickr Associated Press REUTERS / Charles Platiau Ben Stansall / AFP Is Your Refrigerator Running? Boston.com - The Big Picture Boston.com - The Big Picture dmguz Getty Images Flickr STR/AFP Mono Lake Tufas Boston.com - The Big Picture Dan Smith Getty Images PicasaFriday, February 18, 2011
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