The Future Of Advertising, Marketing and Media Gerd Leonhard in London

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A PDF of my presentation at TribalDDB London, discussing the next 3-5 years in Advertising, Media, Marketing, Business.. . Life ;)

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The Future Of Advertising, Marketing and Media Gerd Leonhard in London

  1. 1. Gerd Leonhard Media Futurist The Future of Advertising, Marketing & Media - the next 5 years London, November 11, 2008 Gerd Leonhard www.mediafuturist.com ‣ Futurist ‣ Strategist ‣ Author
  2. 2. Gerd Leonhard Media Futurist It’s not about Technology Emerging cultural practices
  3. 3. Gerd Leonhard Media Futurist It’s about PEOPLE Brands Content Media Source: Flickr hillarylmrore
  4. 4. Gerd Leonhard Media Futurist A reflection...
  5. 5. Gerd Leonhard Media Futurist Marketing is Cultural Matchmaking http://www.flickr.com/photos/bip/
  6. 6. Gerd Leonhard Media Futurist
  7. 7. Br o a d b a n d C u l tu r e Gerd Leonhard Media Futurist
  8. 8. Gerd Leonhard Media Futurist Broadband access will soon be...free
  9. 9. Gerd Leonhard Media Futurist Some devices will soon ‘feel like ‘free’
  10. 10. Gerd Leonhard Media Futurist Truly connected ... what’s the big deal? We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable Collaborate or Die
  11. 11. Gerd Leonhard Media Futurist Looking up to... ourselves... each other
  12. 12. Gerd Leonhard Media Futurist The Future: drastic role changes
  13. 13. Gerd Leonhard Media Futurist The Future: more and more fragmentation.. and Aggregation Agency 2.0
  14. 14. Gerd Leonhard Media Futurist Once technology becomes dead-simple...
  15. 15. The next dead-easies Gerd Leonhard Media Futurist
  16. 16. Gerd Leonhard Media Futurist Expect big changes when that happens
  17. 17. Gerd Leonhard Media Futurist This makes music industry changes look like a minor nuisance
  18. 18. Gerd Leonhard Media Futurist The Future of Books & Print
  19. 19. Gerd Leonhard Media Futurist Some stuff you may want to know about... ★ The cashless society (e-money, mobile cash) ★ Mashed Access Networks ★ New display technologies and mobile projection ★ Device morphing ★ Fuel cells and other new battery technologies ★ ePaper / the digital book ★ Frappers / 3D Printing ★ The rise of Multi-Touch Technologies ★ Decentralization, Social Production & Crowdsourcing ★ Time, location, device shifting is expected everywhere ★ ‘Mobile Me’ becomes default: mobile = life depository ★ Smart Clothing ★ Cloud Computing ★ The Internet of Things
  20. 20. The Internet of Things Gerd Leonhard Media Futurist
  21. 21. Gerd Leonhard Media Futurist Content: UGC is a MAJOR force
  22. 22. Good news for you: Gerd Leonhard Media Futurist Finding and being Found is what matters
  23. 23. Gerd Leonhard Media Futurist Searching & finding goes social
  24. 24. Gerd Leonhard Media Futurist A central part of many future campaigns
  25. 25. Gerd Leonhard Media Futurist Sharing Economy Logic Share the Output (i.e. publish, re- mix, PFE, life-stream...) Share Input (i.e. remuneration in cash, attention, reputation...) Share the Thruput (i.e. usage data... meta content... attention trails...)
  26. 26. Gerd Leonhard Media Futurist Service Creators Product Creators Content Creators Content Users Co-Creation
  27. 27. Gerd Leonhard Media Futurist Image via flickr.com/photos/spursfan_ace/ People now pay more to express themselves, and less to consume
  28. 28. Gerd Leonhard Media Futurist People used to pay for Content - Now they pay for Meta Content
  29. 29. Gerd Leonhard Media Futurist Users = = Users
  30. 30. Gerd Leonhard Media Futurist Advertising = <=> Users
  31. 31. Gerd Leonhard Media Futurist A side effect of Broadband Culture An increasing number of people are now looking to contribute, to connect, to do something truly meaningful Money
  32. 32. Gerd Leonhard Media Futurist In the sharing economy money can be poisonous
  33. 33. Gerd Leonhard Media Futurist This is over
  34. 34. Gerd Leonhard Media Futurist Moving from take-down to permission
  35. 35. Gerd Leonhard Media Futurist “Trustol” - or death
  36. 36. Gerd Leonhard Media Futurist The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 Was 0 Is Soon Near Future Mid-term Future
  37. 37. Gerd Leonhard Media Futurist Together, Broadband Culture and Mobility will re-define how we think about: • Privacy • Authority • Ownership / Copyright • ‘Selling’ (and Marketing) • Production Requirements • Work • Education
  38. 38. Gerd Leonhard Media Futurist Massive Disruption... + - ? Production Competition Authority Copyright Ownership Control ‘Developing’ Countries ‘Developed’ Countries Empowered Individuals Incumbent Companies Professional Amateurs Authorized Professionals
  39. 39. Gerd Leonhard Media Futurist Crowd + Cloud = The Future
  40. 40. Gerd Leonhard Media Futurist Advertising, Take 2 Trust Rewards Value Relevance Permission
  41. 41. Gerd Leonhard Media Futurist The Open - Closed Challenge Closed Open Orderly Chaotic Safe Untested
  42. 42. Gerd Leonhard Media Futurist It’s all in the Mix and in the timing Orderly Untested Open Closed Chaotic Safe
  43. 43. Gerd Leonhard Media Futurist Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter: gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com ★ lifestream at www.gerdstream.com

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