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FUZE - The Future of Advertising, The Human Revolution

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Nikolas Badminton, Futurist shares his thoughts on the Future of Advertising and looks at MTV, the dawn of the Internet, PSEUDO.com, Social Media, and some big big ideas.

Internet of things? Branded Dreams? Virtual and Augmented Reality? It's all coming and we need to realize that we are more human than ever.

International Association of Business Communicators (IABC) – Saskatoon Chapter.

Published in: Marketing
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FUZE - The Future of Advertising, The Human Revolution

  1. 1. The Integration Revolution Design:Culture:Mind
  2. 2. Torches of Freedom
  3. 3. Art & Copy
  4. 4. Then, in 1981…
  5. 5. Challenging the Overton Window
  6. 6. The range of ideas that the public will accept.
  7. 7. “Just think about what is more valuable: MTV or the cable system that you use to get MTV? Ultimately, technology becomes a commodity, and content - real, true branded content - becomes more valuable.” Fred Wilson
  8. 8. Content Creation Content Syndication Content Monetization
  9. 9. The Internet Revolution
  10. 10. “The medium is the message.” Marshall McLuhan
  11. 11. “We shape our tools and thereafter our tools shape us.” Marshall McLuhan
  12. 12. 1994
  13. 13. …and little else great happened.
  14. 14. The Social Revolution
  15. 15. 1.59 Billion active monthly users with 65% using it for over 20 minutes daily. http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
  16. 16. 320 million active monthly users with 100 million active daily. http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/
  17. 17. 1.3 Billion Users uploading 300 hours of video per minute + 5 Billion views per day. http://fortunelords.com/27-mind-blowing-youtube-facts-figures-and-statistics-backed-by-data/
  18. 18. 2.6m+ subscribers, 581m+ views from 750+ videos.
  19. 19. 2.6m+ subscribers, 581m+ views from 750+ videos. Daily
  20. 20. During peak hours, Netflix accounts for 30%+ of all Internet down-streaming traffic in North America, nearly twice that of YouTube. http://www.newyorker.com/magazine/2014/02/03/outside-the-box-2
  21. 21. 8 Billion video views per day. http://www.digitaltrends.com/social-media/snapchat-video-views/
  22. 22. Prosumers
  23. 23. Content Creation Content Syndication Content Monetization
  24. 24. The Mobile Revolution
  25. 25. 2007
  26. 26. 2008
  27. 27. “Mobile is eating the world.” Benedict Evans, Andreessen Horowitz
  28. 28. More people on earth have access to cell phones than toilets. Out of the world's estimated 7 billion people, 6 billion have access to mobile phones. Source: United Nations, 2015
  29. 29. 1/3 have smartphones
  30. 30. Source: http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467 2 to 3x more smartphones than PCs by 2020 Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use 10x the opportunity Mobile leverage Increased sophistication is as important as scale X =
  31. 31. vs. 140,000 13
  32. 32. Source: WhatsApp WhatsApp: 7.2 trillion messages a year. (with just 30 engineers)
  33. 33. 100+ million downloads, 1.4 billion swipes per day, and 800 million paying users. http://expandedramblings.com/index.php/tinder-statistics/
  34. 34. Surce: http://www.huffingtonpost.ca/2015/04/01/uberization-uber-of-everything_n_6971752.html “Combining realtime data, mobile payments, instant gratification and dynamic pricing – is the beginning of a technologically-driven economic shift, an on-demand revolution that will “Uberize” the entire economy.” Huffington Post
  35. 35. Value Creation Value Syndication Value Monetization
  36. 36. An Uber-like approach: managing the traffic without owning the ride, or in the case of agencies, owning the relationship with a client, the strategy and data without owning the execution. Clive Sirkin Kimberly-Clark CMO
  37. 37. $1900
  38. 38. MTV is the grandaddy, PSEUDO is the Mother, the iPod is the Father of YouTube, and Tinder is the adolescent child breaking all the rules.
  39. 39. The Sharing Economy is the School Yard, and we’re all playing hooky in gangs of our own.
  40. 40. Disruption is everywhere.
  41. 41. Agencies are trying to keep up but are finding it tough.
  42. 42. “We build products.” Many Agency GMs
  43. 43. Pitching tech Raising VC Burning client $$$ Building in an agile way Pivoting Writing down losses Having stamina Trusted partnerships
  44. 44. …and it’s getting weirder.
  45. 45. Future Future
  46. 46. “I don't want to be on the radio. I don't want to be on MTV.” John Frusciante
  47. 47. Virtual & Augmented Reality
  48. 48. https://www.youtube.com/watch?v=4SkHdRvPbv4 The Wild Within
  49. 49. Hololens
  50. 50. https://thoughts.ishuman.co/the-future-is-not-a-screen-you-can-touch-bbb035adfd3c#.tsj6yun0l
  51. 51. Artificial Intelligence
  52. 52. “26% of Canadian adults (20-59) believe an unbiased computer program would be more trustworthy and ethical than their workplace leaders and managers.” &
  53. 53. #2
  54. 54. Internet of Things
  55. 55. “But I worry about what happens when the marketers get stuck in. I mean… some of my best friends and all that, but marketers can’t resist an opportunity to force a damn relationship on you. Truth is, I don’t want to talk to most of my products. They’re dumb utilities. Close and forget. I want a spade, not the experience of digging.” Cennydd Bowles, Designer http://fortune.com/2016/02/26/voice-interfaces/
  56. 56. The Internet of Things 2020 Dilemma
  57. 57. Biohacking Consumers
  58. 58. Would you like dreams with that?
  59. 59. So, what is the future of media and advertising?
  60. 60. Revolutions now happen every single day.
  61. 61. The Internet (as we think it should work) is dead.
  62. 62. Target demographics are dead.
  63. 63. Stereotype
  64. 64. https://www.youtube.com/watch?v=-HFwok9SlQQ
  65. 65. It’s time to stand tall and fight for what we believe to be right.
  66. 66. It’s time for creativity & science.
  67. 67. It’s time to be brave.
  68. 68. It’s time to tell the human story
  69. 69. The Human Revolution Design:Culture:Mind

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