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Perceptive media

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This presentation looks at how advertising will become more dynamic and targeted through the use of perceptive media, such as social data, environmental date and face/voice recognition.

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Perceptive media

  1. 1. FROM ASSUMPTIVE TO PERCEPTIVE MEDIAFriday, November 16, 12
  2. 2. “Half of my marketing budget is wasted, I just don’t know which half.” John Wannamaker 11.15.12 - From Assumptive to Perceptive Media PAGE 2Friday, November 16, 12
  3. 3. The Problem ADVERTISING IS INHERENTLY INEFFICIENT. 11.15.12 - From Assumptive to Perceptive Media PAGE 3Friday, November 16, 12
  4. 4. ASSUMPTIVE MEDIAFriday, November 16, 12
  5. 5. FOR 150 YEARS, WE’VE CREATED ADS BASED ON ASSUMPTIONS, GUESSWORK AND HUNCHES. 11.15.12 - From Assumptive to Perceptive Media PAGE 5Friday, November 16, 12
  6. 6. THE RESULT TARGET INNOCENT BYSTANDER INEFFICIENCY, INACCURACY AND COLLATERAL DAMAGE 11.15.12 - From Assumptive to Perceptive Media PAGE 6Friday, November 16, 12
  7. 7. Your consumer sees 5000 messages each day. You are lucky if they remember 5. 11.15.12 - From Assumptive to Perceptive Media PAGEFriday, November 16, 12
  8. 8. DIGITAL IS NO BETTER 11.15.12 - From Assumptive to Perceptive Media PAGE 8Friday, November 16, 12
  9. 9. Just because my friends like something, is it safe to assume that I do too? 11.15.12 - From Assumptive to Perceptive Media PAGE 9Friday, November 16, 12
  10. 10. PREDICTIVE MEDIAFriday, November 16, 12
  11. 11. USING HISTORICAL DATA PREDICT FUTURE BEHAVIOR 11.15.12 - From Assumptive to Perceptive Media PAGE 11Friday, November 16, 12
  12. 12. WE NOW HAVE ACCESS TO MASSIVE AMOUNTS OF DATA 11.15.12 - From Assumptive to Perceptive Media PAGE 12Friday, November 16, 12
  13. 13. 11.15.12 - From Assumptive to Perceptive Media PAGE 13Friday, November 16, 12
  14. 14. DATA IS THE NEW CREATIVE BRIEF 11.15.12 - From Assumptive to Perceptive Media PAGE 14Friday, November 16, 12
  15. 15. PERCEPTIVE MEDIA 11.15.12 - From Assumptive to Perceptive Media PAGE 15Friday, November 16, 12
  16. 16. PERSONALIZED AND/OR DYNAMIC CONTENT BASED ON WHO YOU ARE AND WHAT YOU ARE DOING OR SAYING. 11.15.12 - From Assumptive to Perceptive Media PAGE 16Friday, November 16, 12
  17. 17. STEP #1 EXPLICIT DATAFriday, November 16, 12
  18. 18. 11.15.12 - From Assumptive to Perceptive Media PAGE 18Friday, November 16, 12
  19. 19. 11.15.12 - From Assumptive to Perceptive Media PAGE 19Friday, November 16, 12
  20. 20. 11.15.12 - From Assumptive to Perceptive Media PAGE 20Friday, November 16, 12
  21. 21. STEP #2 IMPLICIT DATAFriday, November 16, 12
  22. 22. 11.15.12 - From Assumptive to Perceptive Media PAGE 22Friday, November 16, 12
  23. 23. 11.15.12 - From Assumptive to Perceptive Media PAGE 23Friday, November 16, 12
  24. 24. 11.15.12 - From Assumptive to Perceptive Media PAGE 24Friday, November 16, 12
  25. 25. 11.15.12 - From Assumptive to Perceptive Media PAGE 25Friday, November 16, 12
  26. 26. 11.15.12 - From Assumptive to Perceptive Media PAGE 26Friday, November 16, 12
  27. 27. STEP #3 PERCEPTIVE DATAFriday, November 16, 12
  28. 28. 11.15.12 - From Assumptive to Perceptive Media PAGE 29Friday, November 16, 12
  29. 29. 11.15.12 - From Assumptive to Perceptive Media PAGE 30Friday, November 16, 12
  30. 30. 11.15.12 - From Assumptive to Perceptive Media PAGE 31Friday, November 16, 12
  31. 31. STEP #4 TYING IT ALL TOGETHERFriday, November 16, 12
  32. 32. SOCIAL DATA CAMERA DYNAMIC CONTENT PREFERENCES RECOGNITION BEHAVIOR MICROPHONE COMMUNITY 11.15.12 - From Assumptive to Perceptive Media PAGE 33Friday, November 16, 12
  33. 33. 11.15.12 - From Assumptive to Perceptive Media PAGE 34Friday, November 16, 12
  34. 34. FORM 11.15.12 - From Assumptive to Perceptive Media PAGE 35Friday, November 16, 12
  35. 35. THE ENVIRONMENT 11.15.12 - From Assumptive to Perceptive Media PAGE 36Friday, November 16, 12
  36. 36. EYE CONTACT/GAZE 11.15.12 - From Assumptive to Perceptive Media PAGE 37Friday, November 16, 12
  37. 37. SOCIAL GRAPH EYE CONTACT 11.15.12 - From Assumptive to Perceptive Media PAGE 38Friday, November 16, 12
  38. 38. APPROACH PRIVACY CONCERNSFriday, November 16, 12
  39. 39. PRIVACY VALUE UK STUDY 84% of consumer said they were very concerned about privacy. The same percentage said they would be willing to give away their personal data for cash or rewards. 11.15.12 - From Assumptive to Perceptive Media PAGE 40Friday, November 16, 12
  40. 40. 11.15.12 - From Assumptive to Perceptive Media PAGE 41Friday, November 16, 12
  41. 41. 11.15.12 - From Assumptive to Perceptive Media PAGE 43Friday, November 16, 12
  42. 42. APPROACH USING DATA FOR GOODFriday, November 16, 12
  43. 43. APPROACH STORY-TELLING WE CAN’T LOSE SIGHT OF STORY-TELLING. 11.15.12 - From Assumptive to Perceptive Media PAGE 45Friday, November 16, 12
  44. 44. APPROACH STORY-TELLING ENTERTAINMENT UTILITY SOCIAL COMMUNITY DATA 11.15.12 - From Assumptive to Perceptive Media PAGE 46Friday, November 16, 12
  45. 45. APPROACH STORY-TELLING CONTENT + CONTEXT 11.15.12 - From Assumptive to Perceptive Media PAGE 47Friday, November 16, 12
  46. 46. THANK YOUFriday, November 16, 12

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