This document discusses the rise of SoLoMo (social, local, mobile) advertising and its implications. It notes that advertising is becoming more personalized through mobile phones and platforms like Facebook that pull in user data. However, it also raises privacy as a major challenge going forward as more "data is the new oil." Overall, it advocates that for advertising to be truly "awesome" in this new era, it needs to embrace principles of relevancy, augmented reality, gamification, and most importantly trust through openness and transparency in how users' data is used.

1. Gerd Leonhard
Futurist & Author
CEO of
TheFuturesAgency
SoLoMo
Advertising in the age of

2. It wasn’t raining when Noah
built the ark(Howard Ruff)
Advertising is going
SoLoMo at warp speed

3. On today’s smart phones,
Telephony is just a feature *Clay Shirky
input
Next: revolutionary changes in how we

4. Touch. Feel.
Immerse. Connect.
Involve.

5. Data is now truly the new Oil :)

6. A tidal wave of game-changing TV/ Video technologies
The future is already here!

7. culture
But this is really about
not technology

8. Technology ➲ Habit Changes ➲
Cultural Impact ➲ Social Evolution

9. The Internet is now centering around companies,
platforms and technologies that are designed
based on SoLoMo principles

10. Advertising

11. We are becoming People of the Cloud

12. ...but advertising is still
stuck on the Ground!

13. n g
s i
t i
e r
d v
a
M o
L o
S o

14. 2 parallel realities: what works now -
and what will work tomorrow
InYeLi* *Interrupt Yell & ‘Lie’
SoLoMo

15. A new Media Ecosystem
SoLoMo

16. Push, Shout & Pour ➲ ➲ ➲ ➲
Pull, Involve & Sprinkle

17. Facebook is the 1st SoLoMo Ad-generation:
a semi-walled, social-centric, non-intentional
and experience-focused advertising platform

19. Total re-set of advertising
"It's only when the tide goes out that you learn who's been swimming naked"
Warren Buffett

21. ‘Be useful or be dead’
- the future of brands is very different

22. How do you become someone that people want to listen to?
What do you stand for? Can you be trusted? Are you real?

23. For tomorrow’s SoLoMo tablet users,
traditional TV is just one of many Apps

24. It’s not either / or but ‘and’

25. Advertisers take note: our future is not an
either/or world ...it’s an ‘AND’- World
Speed ⚇ Slowness Broadcast ⚇Broadband
Social ⚇ In Solitude Filtered⚇ Accidental
Print/Physical ⚇ Digital Peers ⚇ Experts
Accidental ⚇ Intentional Free⚇ Paid

26. Opportunity is at the Intersections

27. Return on $ ≠‘Amazing’

28. So how can SoLoMo advertising be truly
AWESOME...?

29. SoLoMo awesomeness:examples (1)
Vizuality Multi-screen

30. SoLoMo awesomeness:examples (2)
Augmented Reality Total Relevancy
Via Mark Silva on Slideshare

31. SoLoMo awesomeness:examples (3)
Tablet Commerce Gamification

32. What can
you gamify?

33. Privacy
SoLoMo’s main ‘threat’ (± opp, imho:):
Pic via Flickr.com/embleton

34. SoLoMo versus NaLoLo (naked, lonely, lost)

35. The biggest challenge:
what DATA will
we share, when,
how, why...

36. Privacy: the right of the individual
to be let alone (Warren and Louis Brandeis 1890, via A. Keen)
http://www.thedailybeast.com/newsweek/2012/07/08/is-the-internet-making-us-crazy-what-the-new-research-says.html

37. Do not track may mean do not live:((

39. Trust comes from Openness,
Transparency, Respect...

40. It wasn’t raining when Noah built the ark (Howard Ruff)
Go SoLoMo NOW

41. Thanks for your time!
#askgerd
www.thefuturesagency.com
www.gerdtube.com
www.mediafuturist.com
D E S I G N :
C R E A T I V E