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The Future of Advertising: Gerd Leonhard at Adtech London 2010

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My presentation at AdTechUK 2010 in London: Global advertising futures - the next 3 years

With the rapid increase in mobile broadband and the fact that 'the other 3 Billion' are now quickly coming online, the dramatic rise of social media and the global proliferation of next-generation mobile devices, advertising and marketing is changing rapidly. From the very definition of 'advertising' to the creation and design of what we used to call 'campaigns' to the metrics of success down to the very definition of who will pay whom for what, the future is being redefined right now. Gerd Leonhard will show the key trends and most interesting examples from around the globe, and will present some foresights on where things are going in the next 3 years.

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The Future of Advertising: Gerd Leonhard at Adtech London 2010

  1. 1. Global Advertising Futures - the next 3 years Advertising is following Media. Gerd Leonhard Media Futurist / The Futures Agency
  2. 2. Advertising Ads ...on dozens of platforms Gerd Leonhard Media Futurist / The Futures Agency
  3. 3. Targeting becomes... a matter of science Targeted. Timely. Wanted. Valuable. 100% trackable. Gerd Leonhard Media Futurist / The Futures Agency
  4. 4. Gerd Leonhard Media Futurist / The Futures Agency
  5. 5. Data is the new Oil Gerd Leonhard Media Futurist /sevensheaven.nl Image licensed from The Futures Agency
  6. 6. ....and it’s the users that generate the Oil. Gerd Leonhard Media Futurist / The Futures Agency
  7. 7. Next-generation Advertising will depend on a steady flow of legal, clean and safe Oil Gerd Leonhard Media Futurist / The Futures Agency
  8. 8. Mining, Pumping, Refining, Distributing, Disbursing - Permission and Trust is Key Gerd Leonhard Media Futurist / The Futures Agency
  9. 9. Privacy is now an Action. Gerd Leonhard Media Futurist / The Futures Agency
  10. 10. The need for precise audience targeting will pay for a lot of ‘Feels Like Free’ Content Gerd Leonhard Media Futurist / The Futures Agency
  11. 11. As in Media, an increasing number ofAdvertisers will “Go Direct” Gerd Leonhard Media Futurist / The Futures Agency
  12. 12. @vertising becomes WithVertising Gerd Leonhard Media Futurist / The Futures Agency
  13. 13. The anti-example... Gerd Leonhard Media Futurist / The Futures Agency
  14. 14. Transparency and Openness are not binary issues Gerd Leonhard Media Futurist / The Futures Agency
  15. 15. And good storytelling will matter more than ever before Gerd Leonhard Media Futurist / The Futures Agency
  16. 16. Media Buying ~ Media Sharing ~ Media Earning Gerd Leonhard Media Futurist / The Futures Agency
  17. 17. Social media’s lesson: interaction before transaction Gerd Leonhard Media Futurist / The Futures Agency
  18. 18. It all starts with talkable brands Gerd Leonhard Media Futurist / The Futures Agency
  19. 19. Branding becomes “Banding” Gerd Leonhard Media Futurist / The Futures Agency
  20. 20. Total Real-Life “MeatSpace”and ‘Online’ Convergence Gerd Leonhard Media Futurist / The Futures Agency
  21. 21. The mobile revolution: as important as the printing press Mobile Broadband probably means the End of Advertising as we know it Gerd Leonhard Media Futurist / The Futures Agency
  22. 22. TV 2.0: the exact content when and how I want - plus my ads that could be of real interest to me Source: engadget.com Gerd Leonhard Media Futurist / The Futures Agency
  23. 23. Soon: the total convergence of Broadcast & Broadband Gerd Leonhard Media Futurist / The Futures Agency
  24. 24. If Advertising really becomes Content.... Gerd Leonhard Media Futurist / The Futures Agency
  25. 25. From watering cans to sprinkler systems Gerd Leonhard Media Futurist / The Futures Agency
  26. 26. Where will you put your money...? Gerd Leonhard Media Futurist / The Futures Agency
  27. 27. Get ready for the Tribalization of Business. Gerd Leonhard Media Futurist / The Futures Agency
  28. 28. Thanks for your time! www.mediafuturist.com @gleonhard Gerd Leonhard Media Futurist / The Futures Agency

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