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The World After Advertising

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Past, Present, and Future of Advertising.

Presentation of my keynote at the World After Advertising in Dusseldorf, Germany - November 25, 2010.

Evolution of the customer, media, technology, and data ... Future models of hyper-personalization, contextual computing, and adaptive experiences.

Video recording available at http://tmtyl.com/FutureAdsVideo

Published in: Business

The World After Advertising

  1. 1.
  2. 2. The World after Advertising<br />Rob Gonda, Global Lead of Creative Technology & Innovation<br />
  3. 3.
  4. 4. Innovation<br />
  5. 5. Innovation follows understanding<br />
  6. 6. Our business seems simple<br />
  7. 7. We connect companies to customers<br />
  8. 8. And, we connect customers to companies<br />
  9. 9. <ul><li> Interests
  10. 10. music
  11. 11. graffiti
  12. 12. fashion
  13. 13. green
  14. 14. Offers
  15. 15. green
  16. 16. celebrity
  17. 17. jeans
  18. 18. shirts</li></li></ul><li><ul><li> Interests
  19. 19. music
  20. 20. graffiti
  21. 21. fashion
  22. 22. green
  23. 23. Offers
  24. 24. green
  25. 25. celebrity
  26. 26. jeans
  27. 27. shirts</li></li></ul><li><ul><li> Interests
  28. 28. music
  29. 29. graffiti
  30. 30. fashion
  31. 31. green
  32. 32. Offers
  33. 33. green
  34. 34. celebrity
  35. 35. jeans
  36. 36. shirts</li></li></ul><li>
  37. 37.
  38. 38.
  39. 39.
  40. 40. bytes<br />kilobytes<br />Amount<br />megabytes<br />gigabytes<br />terabytes<br />petabytes<br />exabytes<br />zettabytes<br />vottabytes<br />Function<br />Understanding the past<br />Optimizing the present<br />Predicting the future<br />
  41. 41.
  42. 42. Let’s explore the Relationship between<br />People & Technology<br />
  43. 43. It’s not about the evolution of technology, but actually how it changes us.<br />
  44. 44.
  45. 45. ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE NAME OF SOMEONE AT THEIR BANK<br />Where is the love?<br />
  46. 46. Isolation made easy<br />TECHNOLOGY<br />Connection made easy<br />Internet map, opte.org<br />
  47. 47.
  48. 48.
  49. 49.
  50. 50. 80%ofCEO’sbelievetheir<br />brandprovidesasuperior<br />customerexperience<br />8%oftheircustomersagree<br />Source: invitro<br />
  51. 51.
  52. 52.
  53. 53. + Marketing Technology<br />Social media monitoring<br />Digital asset management<br />Competitive intelligence<br />Business intelligence<br />Campaign management<br />Web analytics<br />Marketing dashboards<br />CRM<br />SEO analysis / auditing<br />Email marketing<br />Augmented reality<br />Landing pages<br />User communities<br />Interactive ads<br />Social features<br />Web site<br />Location<br />Linked data<br />RFID<br />Digital products<br />Search ads<br />Internet of things<br />Mobile marketing<br />Behavioral targeting<br />User-generated content<br />
  54. 54. Advertising has to Evolve<br />Sponsor<br />Value<br />Engage<br />Brand as Facilitator<br />Control<br />Sell<br />Interrupt<br />Brand as Broadcaster<br />
  55. 55. Time Spent<br />Ad Spend<br />~$50B<br />Global<br />Opportunity<br />Print<br />Radio<br />TV<br />Internet<br />Source: Morgan Stanley<br />
  56. 56. Physical & Digital<br />
  57. 57. Physical & Digital<br />
  58. 58. Physical & Digital<br />
  59. 59. Physical & Digital<br />
  60. 60. Physical & Digital<br />
  61. 61.
  62. 62. Data & Technology<br />
  63. 63. Mark Zuckerberg<br />Facebook<br />Trevor Edwards<br />Nike+<br />Stephen Wolfram<br />Wolfram Alpha<br />Alexander Tokman<br />Microvision<br />Danilo De Rossi<br />Smartex<br />Source: proximity BBDO<br />
  64. 64. Distractions<br />Mode of Interaction<br />System-Defined Rules<br />Endpoint Capability<br />Network Capability<br />User-Defined Rules<br />Reference<br />User Behavior<br />Temperature<br />Direction<br />Environment<br />Process<br />Location<br />History<br />Role<br />Links<br />Journal<br />Groups<br />PIM<br />Bookmarks<br />Security<br />Trust<br />Presence<br />Tagging<br />Blogs<br />Social Graph<br />Privacy<br />Calendar<br />Identity<br />Community<br />Conversations<br />Reputation<br />Source: Gartner<br />
  65. 65. Contextual Computing<br />
  66. 66.
  67. 67. Source: Gartner<br />
  68. 68. Source: proximity BBDO<br />
  69. 69.
  70. 70.
  71. 71. The Internet of Things<br />
  72. 72. The Internet of Things<br />
  73. 73. The Internet of Things<br />
  74. 74. Six predictions for 2015<br /><ul><li> All Location-Based Services will die
  75. 75. Facebook to own 50% of all display ads
  76. 76. Facebook will penetrate APAC > 2bln users
  77. 77. Android + Google Me
  78. 78. Media Trade Floor
  79. 79. Media budgets will Shift</li></li></ul><li>How intelligent is your business?<br />
  80. 80. do not fear.<br />Questions?<br />
  81. 81. Enjoy your journey into the cloud.<br />Thank you.<br />Rob Gonda<br />Global Lead of Creative Technology @ Sapient<br />rgonda@sapient.com<br />@RobGonda<br />http://tmtyl.com/about-rob<br />

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