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FutureM 2014 - How Enchanted Objects Will Transform Our Relationship to Technology & How Brands Connect with Consumers

FutureM 2014

How Enchanted Objects Will Transform Our Relationship to Technology & How Brands Connect with Consumers

Speaker: David Rose (@davidrose)
Lecturer and Researcher, MIT Media Lab & Author of "Enchanted

Today 1.8 billion photos will be shared on social media through camera phones. Wearables like Google Glass, Apple iWatch, and the Narrative life-logging clip will accelerate the torrent of images. These photos represent the new normal in how we communicate and what we pay attention to on Twitter, Facebook, and Instagram. Come and learn how the new technology of image-recognition is helping brands "read" these photos and engage with the customers who post them.

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FutureM 2014 - How Enchanted Objects Will Transform Our Relationship to Technology & How Brands Connect with Consumers

  1. 1. @DavidRose drose@media.mit.edu enchantedobjects.com ditto.us.com
  2. 2. Ambient Umbrella
  3. 3. Enchanted Objects are ordinary things, made extraordinary
  4. 4. these stories run in our cultural bloodstream
  5. 5. Narcissistic desire, satisfied in a looking glass
  6. 6. The desire to know...
  7. 7. A single pixel browser
  8. 8. Orb
  9. 9. Fishing
  10. 10. Fishing
  11. 11. Fishing
  12. 12. Fishing
  13. 13. Fishing
  14. 14. Pervasive is persuasive
  15. 15. Energy Joule encourages electric conservation with a realtime, in-home display
  16. 16. Public is even more persuasive
  17. 17. Weasley’s clock
  18. 18. Google Latitude Doorbell
  19. 19. ENCHANTED OBJECTS
  20. 20. Proverbial Wallets (MIT)
  21. 21. This is what poor-adherence looks like... Each row is person, each column is a day. Red indicates a missed dose. Control group=71% of doses taken
  22. 22. This is what adherence looks like with GlowCaps Over 95% of doses taken over 6 months
  23. 23. GlowCaps Blister Packs VITALITY Card Injectables Prosody analysis Meds Food Sleep Zeo KeyFob Affectiva watch Activity Front-facing cameras Mood + Stress HapiFork
  24. 24. WeaLrifae-blloeg gciangm caemraersa sa nueteod mimaatgee rleicfoeg-niltoiognging
  25. 25. cambridge july 10th copenhagen june 27 photos automatically captured 2x/min. sped up 300x
  26. 26. Ditto finds small, blurry, distorted, partial logos and patterns, to reveal how people actually use products.
  27. 27. Already has data on most CPG brands, Restaurant, Sports, & Fashion brands
  28. 28. But 85% of these photos are missed NO SEARCHABLE TEXT Jack Daniels Whiskey NO SEARCHABLE TEXT Monster Energy NO SEARCHABLE TEXT Band Aid/Hello Kitty And natural, authentic photos are more valuable
  29. 29. Finds Fans in Far Off Lands startditto.com
  30. 30. Discovers Novel Uses For a Product startditto.com
  31. 31. Finds New Influencers startditto.com
  32. 32. Finds multiple brands in each photo startditto.com
  33. 33. Market-basket analysis reveals which brands cluster in photos startditto.com
  34. 34. Pop music fans drink which brands? Pop music fans drink which brands?
  35. 35. @DavidRose drose@media.mit.edu EnchantedObjects.com

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