The document discusses the accelerating pace of technological change and its effects. It covers how digital technology is infiltrating various aspects of life, blurring lines between online and offline activities. It also examines challenges faced by companies like Google in maintaining growth and market leadership as technologies and user behaviors continue to rapidly evolve.

2. digital roadshow the US dimension

3. We’re going to cover: accelerating change the future is free the big G TV meets interweb digital infiltrates meatspace clash of the titans social backlash

4. people overestimate the short-term effects of an action or technology, while underestimating the long-term effects Amara’s Law

5. or doubling every day extra every day

6. or doubling every day extra every day after two weeks £164 £8,192

7. After a month £10.7 million!! £46,500 or doubling every day extra every day after a month £10.7 million!! £46,500

8. accelerating change

9. from Nova Spivack Connections between people Connections between Information Email Social Networking Groupware Javascript Weblogs Databases File Systems HTTP Keyword Search USENET Wikis Websites Directory Portals 2010 - 2020 Web 1.0 2000 - 2010 1990 - 2000 PC Era 1980 - 1990 RSS Widgets PC’s 2020 - 2030 Office 2.0 XML RDF SPARQL AJAX FTP IRC SOAP Mashups File Servers Social Media Sharing Lightweight Collaboration ATOM Web 3.0 Web 4.0 Semantic Search Semantic Databases Distributed Search Intelligent personal agents Java SaaS Web 2.0 Flash OWL HTML SGML SQL Gopher P2P The Web The PC Windows MacOS SWRL OpenID BBS MMO’s VR Semantic Web Intelligent Web The Internet Social Web Web OS

10. some things are constant

11. “ people actually buying copied DVDs deserve everything they get. why don't they just download them for free like any sensible person”

13. ours is a good business to be in* * until the robots takeover anyway

14. 2007 - UK £2.8 Billion 38% year-on-year like-for-like increase, taking the medium to a market share of 15.3% Set to overtake TV next year

15. shifting business models

16. but especially

17. Google a technology company takes nearly half of all UK online advertising C. 98% of revenue comes from (Search) advertising charges individuals for almost nothing

19. but… “ Google needs an Act II, otherwise, the growth is going down to 30%" in the next few years.” Jordan Rohan, Internet analyst at RBC Capital Markets

20. Google Share Price

21. Google Share Price (now)

22. what next? Tim Armstrong Google's North American president for advertising and commerce

23. what next? beyond search "We will be very disappointed in 2008-2009 if we don't have a very significant position in the display ad marketplace” "Over time, the Google ad system won't differentiate between search and display…” Tim Armstrong Google's North American president for advertising and commerce

24. +

25. + +

26. what next? Tim Armstrong Google's North American president for advertising and commerce

27. what next? beyond the web “ We want every advertiser to put all their assets in our system with multiple creatives that can go against all types of media reaching the right person in the right place.” Tim Armstrong Google's North American president for advertising and commerce

29. offline is not so easy

30. but… TV meets interweb digital infiltrates meatspace

31. TV.com Internet TV IPTV Web TV Progressive downloads “ Click and watch” Streaming Pre-downloads Streaming To TV screen Peer to peer to PC screen

32. more devices

33. video ads on web pages

34. IBM says ‘ consumer bimodality ’

35. translation “ I'm a self-facilitating media node”

36. Source: BARB/Infosys/IPA … we’re not all nathans yet 3.7 hours of broadcast TV - 10 minutes more per day than 1997 2.24 hours of commercial TV - 14 minutes more per day than ten years ago

39. Perhaps we have multiple personalities Anna as in “analog” passive-reflective “ enriched“ Andi as in “analog-digital” playful-interactive “ enabled“ Syndi as in “synthesizing” sharing-networking “ connected“ D.J. as in “Digital Joe” or “Jane” creative-impactful “ empowered“ me! Source: Herman Gyr, Enterprise Development Group

40. digital infiltrates meatspace

41. the geoweb

42. augmented reality

43. augmented reality head-mounted display tracking system mobile computing power

44. augmented reality

46. RFID & the internet of things

47. Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure wi-fis and RTLS

48. wi-fis and RTLS Google is pressing the US government to allow the unlicensed frequencies of TV "white space" to be used for wi-fi. BBC News, March 25 th , 2008 Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure

49. can anyone challenge Google?

50. Microsoft are shifting to become an ad funded tech goliath “ Over time, all ad money will go through a digital ad platform,” “All media goes digital; all advertising goes digital.” “ As much as people sometimes like to pick bones with advertising, people much prefer an ad-funded experience to one that they pay for ,” he said. “ Even the basic software that we’ve delivered for so many years — if it can be ad-funded in the way it gets delivered to consumers, it probably will be ad-funded .” Steve Ballmer, October 2007

53. desktop vs cloud computing

54. is Microsoft surrendering to the cloud? Live Mesh a seamless mesh that can synchronize content, services and applications across a variety of devices and user scenarios via the Web as a hub.

55. social backlash

56. some perspective is required

57. Let’s take a social media aside

58. Let’s take a social media aside

59. “ I believe we will look back to 2008 and think it archaic and quaint that we had to go to a destination like Facebook or LinkedIn to “be social”. Charlene Li, VP and principle analyst, Forrester Research

60. Groundswell Consumers’ growing web participation and interaction, AKA social media, has created a groundswell of customers with the power to make, brake, create and cripple brands via widespread social interactions. Embrace the opportunities and adopt customer-centric thinking Generate research insights, extend the reach of marketing, energise sales efforts, cut support costs and stoke the innovation process Charlene Li, VP and principle analyst, Forrester Research

63. in summary the future is blurred

64. in summary the future is blurred search blurred with display online blurred with offline TV blurred with interweb meatspace blurred with cyberspace social media blurred together commercial content blurred with editorial advertising blurred with pr

65. in conclusion you ain’t seen nothing yet “ the future is here. It's just not evenly distributed yet ” our industry is part of this future embrace change (or buy a walled compound in rural Wales and start stockpiling)

66. APPENDIX unused extra slides…

67. With DoubleClick, Google moves closer to creating its advertising dashboard. Couple Google and DoubleClick's metrics and you have some real power. Google now has everything in place to be a complete advertising operating system with a host of business intelligence metrics.

68. Spimes??? In August 2004 he suggested a type of technological device (he called it "spime") that, through pervasive RFID and GPS tracking, can track its history of use and interact with the world. Bruce Sterling

69. Cool stuff Photosynth http://www.youtube.com/watch?v=p16frKJLVi0 Multi touch http://www.youtube.com/watch?v=4XMSjO2gd2w&feature=related http://www.youtube.com/watch?v=vb5g19Nn4Cc&feature=related

70. Digital Outdoor

71. Digital Outdoor

72. Digital Outdoor

73. There is no algorithm for creativity Technology + people > technology alone some soothing thoughts before we move on…

75. Rise of the Ad Exchanges "We must not trade our advertising inventory like pork bellies." Wenda Harris Millard Chairman IAB, President of Media at Martha Stewart Living Omnimedia "We like to think of our publisher impressions as diamonds, not pork bellies." Michael Rubenstein Head of DoubleClick's Online Advertising Exchange

76. the makers of the internet

78. or…

79. or both…

80. science fiction?