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The proliferation of inexpensive screens combined with hyper-connectivity have brought about a society that is focused on multitasking. Unfortunately, while we as humans can be aware of several things at once our brains can only truly focus on one thing at a time.

How is advertising impacted by a society that is always on and always connected?

We have been communicating with objects ever since we could speak. It's only been in the last decade or so that common mundane objects have been able to talk back to us. In this presentation, you will discover how the use of networked bespoke sensor-embedded objects will forever change your perception of the world.

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  1. 1. I’m Speaking & Nobody is Listeningimage Tribal DDB Berlin | 13.09.2012 @jeremytai jeremy abbett
  2. 2. What’s The First ThingJeremy Abbett | | twitter: jeremytai You Reach For In The Morning? a. your bed partner b. yourself c. your mobile
  4. 4. 1) The game starts after everyone has ordered. 2) Everybody places their phone on the table face down. 3) The first person to flip over their phone loses the game. 4) Loser of the game pays for the bill.image flickr user gabenl The Rules
  5. 5. Hyper-connectivity is the single most important trend in todays world. - Thomas FriedmanThomas Friedman, columnist for the New York Times, essay “A Theory of Everything (Sort of)”, 2011
  6. 6. Why We Got HereWhat’s Being DoneHow To Move Forward
  7. 7. image flickr user jeremytai
  8. 8. Jeremy Abbett | | twitter: jeremytai
  9. 9. Why We Got HereWhat’s Being DoneHow To Move Forward
  10. 10. What is Awareness?advertising’s corefunction? RLY?
  11. 11. Todayca. 1.7 billion* use the Internet *source Internet World Stats
  12. 12. image caroline mcswain
  13. 13. Is this spot reserved foryour friend or a brand?
  14. 14. 2020 Billions & billionsof Internet connected devices
  15. 15. Billions and billions of Internet connected devices in 9 years ca. 1.7 billion* use Internet today*source Internet World Stats Truth Dare Double Dare
  16. 16. cre ens ce of S nd an he Abu T 90% of all media interactions are screen basedSource: Google/Ipsos/Sterling, 2012
  17. 17. cre ens ce of S nd an he Abu T of our daily media 38% interactions are on smartphonesSource: Google/Ipsos/Sterling, 2012
  18. 18. Old Thinking x BehaviorNew Technology = Fail
  19. 19. RLY?
  20. 20. Why We Got HereWhat’s Being DoneHow To Move Forward
  21. 21. Alster Running Truth Dare Double Dare
  22. 22. Into Now
  23. 23. Home Sweet Home
  24. 24. Vattenfall (Idea) Truth Dare Double Dare
  25. 25. Truth Dare Double Dare
  26. 26. Xylobands
  27. 27. Precious
  28. 28. Stanley
  29. 29. Why We Got HereWhat’s Being DoneHow To Move Forward
  30. 30. Jeremy Abbett | | twitter: jeremytai Your comfort zone Where the magic happens
  31. 31. Creative firms of all kinds(including ours) know that theymust evolve at LEAST as fast asthe world is changing around them. - Tom Kelley, IDEO Truth Dare Double Dare
  32. 32. People Don’t Differentiate Between Analog And Digital.Whatever Meh
  33. 33. Their Main Interest Is In The StoryAwesome! For The Win!
  34. 34. SMALL NUMBER OF ENGAGED VS. MASS OFimage flickr user praveenpn4u DISENGAGED Truth Dare Double Dare
  35. 35. Source: Albion London Truth Dare Double Dare
  36. 36. JUMP FENCES Truth Dare Double Dare
  37. 37. Why: Cloud computing, inexpensive smartphones and platforms combinedwith the feeling of “I have to be up-to-date 24/7” / Continual partial attention.What: Objects that are embedded with sensors and networking capabilitiesin a pervasive computing era.How: Get to know your user / work backwards thereby, focussing first on thesmall number of engaged. Jumping those fences....Get your hands dirty!Thank You. Tai Abbett