The Future Of Advertising and How To Make It Work For You Today

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This is the session where we get a good go at the future of advertising. But rest assured: we won't be talking about 'vaporware' (i.e.: not too much). But we'll show you how the future is already here. And how you can successfully turn it into a smashing marketing hit today.

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The Future Of Advertising and How To Make It Work For You Today

  1. 1. @AdNerds#FollowFridays Friday, December 4 The Future of Advertising. And how to Make it Work for You Today.
  2. 2. The Future is BRIGHT or Black as the NIGHT.
  3. 3. The Future is BRIGHT or Black as the NIGHT.
  4. 4. Google knows everything. Google never ever forgets. Picture ‘Eye of God’ by Veltro23 on Flickr
  5. 5. “Canadian Psychologist Who Used LSD Forty Years Ago Permanently Barred from Entering U.S.” Andrew Feldmar, Psychologist
  6. 6. Just Google it.
  7. 7. “ I don’t think there are creepy devices, I think there are creepy people. ” Brent Noorda, CEO RadioWeave
  8. 8. There is both good and bad in all people and all things.
  9. 9. The Future is ONLINE, CONNECTED.
  10. 10. The Future is ONLINE, CONNECTED.
  11. 11. Online & Connected Concerts. Picture by From TheNorth on Flickr
  12. 12. Live and Digital Music Teaming up to Rock your Life.
  13. 13. Mobile & Wireless Healthcare Delivery.
  14. 14. Mario Gianotti, M.D. at Memorial Hermann, Houston
  15. 15. Airstrip Critical Care
  16. 16. Online & Connected Cars.
  17. 17. VAIL
  18. 18. Autonomous Driving.
  19. 19. Travolution.
  20. 20. Travolution.
  21. 21. Sociable Car, Senseable City.
  22. 22. The FUTURE of ADVERTISING.
  23. 23. The FUTURE of ADVERTISING.
  24. 24. Advertising has already changed into something else. “Hyper Island is yet another Swedish success story... ‘the interactive equivalent of Oxbridge‘” Kunal Dutta, Campaign “There is something that Hyper Island puts in its water. God knows what it is, but its graduates tend to have a fantastic attitude and are able to hit the ground running” Derek Robson, manag- ing partner, Goodby, Silverstein & Partners, San Francisco ”Our industry desperately needs more schools that specialize in creating and developing digital talent at the level and capacity of Hyper Island” Winston Binch, VP/Group Executive Producer, Crispin Porter + Bogusky, Boulder “Hyper Island has a solid understanding of the industry, a never-ending desire to improve and to develop great skills with people. I am amazed how the students grow through the education and when they end up at some of the best communication agencies in the world, they actually deliver” Mattias Nyström, Great Works, Stockholm Education in Interactive Design, Communication and Digital Business Management, Sweden Digital / Interactive Education, Sweden Programs and Courses 2009
  25. 25. Howest, Kortrijk.
  26. 26. The Semantic Web The Social Web Affective Computing DELife The Pervasive Web ™ Mark Trevor Stephen Alexander Danilo Zuckerberg Edwards Wolfram Tokman De Rossi Facebook Nike+ Wolfram Alpha Microvision Smartex
  27. 27. The Social Web Mark Zuckerberg Facebook
  28. 28. We are all connected
  29. 29. The Pervasive Web Trevor Edwards Nike+
  30. 30. Kilometers you run Where you run When you go running With whom you go running How often you go running Calories you burn Music you prefer Average, minimum and maximum pace Ups and downs ...
  31. 31. Simply put, there are two types of data user data non-user data
  32. 32. We are all connected & wired
  33. 33. There is an incredible amount of open data crime wikipedia advertising calendar dictionary weather health public transport financial medical location vegetation federal yellow pages shopping social maps entertainment US postal services news
  34. 34. The smartest sensor out there, right now Cellular GPS Sensor Wifi Digital Compass Accelerometer Video Recording Proximity Sensor Camera Ambient Light Sensor Audio Recording
  35. 35. The Semantic Web Stephen Wolfram Wolfram Alpha
  36. 36. What exactly makes the smart phone smart?
  37. 37. The Internet.
  38. 38. The Internet. The semantic web. RDF OWL GRDDL SWRL SPARQL POWDER
  39. 39. Wolfram isn't just trying to do “search”. It's actually doing something more subtle: it's doing semantic search. That thing that Sir Tim Berners-Lee has been banging on about. Google simply uses tweaked versions of its original “a lot of people link to this page” algorithm. Charles Arthur, Technology Blog - The Guardian UK
  40. 40. DELife ™ Alexander Tokman Microvision
  41. 41. 1999: wearable computer
  42. 42. 10 years later Pranav Mistry: The thrilling potential of SixthSense technology, TED
  43. 43. 10 years later Pranav Mistry: The thrilling potential of SixthSense technology, TED
  44. 44.
  45. 45. Wearable Displays Helmet-Mounted Display
  46. 46. Wearable Displays See-Through Eyewear Display
  47. 47. Wearable Displays Mobile Device Eyewear
  48. 48. Mobile Device Eyewear +
  49. 49. Terminator Vision.
  50. 50. Terminator Vision.
  51. 51. Terminator Vision.
  52. 52. Terminator Vision.
  53. 53. HET: Human Enhancement Technology.
  54. 54. Dr. Babak Parviz, University of Washington, Seattle
  55. 55. Affective Computing Danilo De Rossi Smartex
  56. 56. As the web is becoming ubiquitous, interactive, and multimodal, technology needs to deal increasingly with human factors, including emotions. From the W3C Incubator Group Report “Elements of an EmotionML 1.0”, 20 November 2008 Picture by Amir Rijaveck on Flickr
  57. 57. A movie of John enjoying a TV show...
  58. 58. An Emotion Markup Language (EML or EmotionML) is defined by the W3C Emotion Incubator Group as a general-purpose emotion annotation and representation language, which should be usable in a large variety of technological contexts where emotions need to be represented. Definition from Wikipedia.
  59. 59. A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  60. 60. A movie of John enjoying a TV show... Emotion detected <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  61. 61. A movie of John enjoying a TV show... An every day emotion <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  62. 62. A movie of John enjoying a TV show... He was clearly happy <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  63. 63. A movie of John enjoying a TV show... <emotionml> It was definitely John <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  64. 64. A movie of John enjoying a TV show... <emotionml> <emotion> in JohnTVshow.avi movie Detected <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  65. 65. A movie of John enjoying a TV show... <emotionml> <emotion> Proof in the TV shows data <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  66. 66. A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> Satisfaction at a level of 80% <link role="experiencedBy" uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  67. 67. A movie of John enjoying a TV show... <emotionml> <emotion> <category set="everydayEmotions" name="happiness"/> <link role="experiencedBy" face expression Detected from his uri="file:john.vcard"/> <link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/> <link role="triggeredBy" uri="file:tvshows.xml#Friday"/> <intensity value="0.8"/> <modality mode="face"/> </emotion> </emotionml>
  68. 68. Fabric as a data-collection medium heart rate perspiration respiration movement temperature posture wealthy
  69. 69. Fabric as a data-collection medium heart rate perspiration respiration movement temperature posture wealthy
  70. 70. The future of Advertising is Online and Connected.
  71. 71. The future of Advertising is Online and Connected.
  72. 72. 4. Billboards will be abolished.
  73. 73. The Semantic Web The Social Web Affective Computing DELife The Pervasive Web ™ Mark Trevor Stephen Alexander Danilo Zuckerberg Edwards Wolfram Tokman De Rossi Facebook Nike+ Wolfram Alpha Microvision Smartex
  74. 74. The Semantic Web The Social Web Affective Computing DELife The Pervasive Web
  75. 75. It’s your girlfriend’s birthday tomorrow. She’s a fan of “chocolates”. You can buy her pralines here with a 10% discount. Hurry, the shop closes in 15’. Oh, btw, have some chocolate yourself. That will make you happier.
  76. 76. A Couple of things to CHEW on.
  77. 77. A Couple of things to CHEW on.
  78. 78. Soc iety has cha nge d.
  79. 79. “ When we change the way we communicate, we change society. ” Clay Shirky, Professor New Media, City University of New York
  80. 80. Global Study on media and advertising (+8,600 people across 11 markets) 7 in 10 people cannot live without the internet. 92% of Brits, 91% of Spaniards, 90% of Australians, 89% of both Dutch and American respondents rate the internet as completely necessary to their lives.
  81. 81. More than two thirds of respondents think there are too many ads on TV. 78% have actively tried to avoid TV and radio advertising by turning off, changing channel or using personal video recorders to fast forward through recorded ads. Two thirds have avoided websites that they feel have intrusive advertising. This figure rose to over 80% in Australia, Canada, Spain and the United States. 42% of those interviewed said they would like it if "websites and TV channels developed technology that monitored the sites you use and the TV channels you watch so they could make the ads you see more relevant to your interests".
  82. 82. Adv erti sing into has som alrea ethi dy c ng e han lse. ged
  83. 83. Should you join the social media zeitgeist or dabble around the edges in a wait-and-see stance?
  84. 84. maxit.microsite.be
  85. 85. maxit.microsite.be
  86. 86. maxit.microsite.be
  87. 87. maxit.microsite.be
  88. 88. maxit.microsite.be
  89. 89. Traditional Facebook { 40.000 15.645 30.000 35.902 20.257 20.000 10.000 0 2009
  90. 90. Time spent. 00:09:01
  91. 91. There are many success stories∞… $3 mio on Twitter +800% sales brand perception change
  92. 92. Now there is proof
  93. 93. Now there is proof
  94. 94. Now there is proof
  95. 95. These Mavens on average grew 18% in revenues over the last 12 months, compared to the least engaged companies who on average saw a decline of 6% in revenue during the same period. EngagementDB report, Altimeter Group, 2009
  96. 96. Lessons from the mavens Organization Social Media Teams Social Media Guidelines Social Media Company Culture
  97. 97. Lessons from the mavens Takeaways Emphasize quality, not just quantity. To scale engagement, make social media part of everyone’s job. Doing it all may not be for you — but you must do something. Find your sweet spot.

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