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10 Media Trends For 2017
and Beyond
Tom Goodwin, EVP, Head of Innovation, Zenith USA
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
Things have never changed so fast before.

And will never change so slowly again.
Not everything is changing.
More unpredictable
Some changes bring threats.
Some opportunities.
My job is to provoke a debate about this.
( And advise Clients)
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
Video
Social
Commerce
Content Marketing
“We look at the present through a rear-view mirror. We
march backwards into the future.”
Marshall McLuhan
Era 1: Old Media - Old Ads
Era 2: New Media - Old Ads
Era 3: New Media - New Ads
We need to work around possibilities.
Not assumed constraints
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
23
1
24
More stuff than ever
Media Reder Report, 2016
25
And more…………
Media Reder Report, 2016
Our phones have created media moments
27
We now have 31 Hours in a day?
28
Yet we will consumer even more???
Takeouts.
• Grabbing meaningful attention is the greatest challenge.
Digital  Disappears2
31
Takeouts.
• Ideate for a world where “Digital” is oxygen, it’s not a thing, it’s
everything
Horizontalization  of  Media
3
Customer
interfaces
Content
Brands
Content
Makers
Takeouts.
• Forget silos of the past.
• Think of a world of abundant screens.
• All screens and media become digital.
• Everything becomes a context, not a screen
Lines  Blur4
What is TV?
Screen we watch?
Context for consumption?
Delivery mechanism?
Show length?
Show quality?
Takeouts.
• Move on from boring pointless discussions.
• Focus on making world class content that’s right for the context
More  Intimate  Screens  and  Data
5
Movie	
  theatre
TV
Desktop
Mobile
Takeouts.
• Build around new possibilities, not reduce around constraints.
• Intimate data not big data. Intent not demographics.
New  Realities6
The  First  VR
The  First  AR
MR?
Takeouts.
• VR maybe won’t change our lives
• MR could more.
• But both offer amazing ways to connect and new ways to think around
advertising.
The  Predictive  Web
7
Takeouts.
• Think how advertising and customer service can be personal, helpful
and anticipatory.
Bifurcation  of  Retail
8
Shopping  
Buying
Vs
The  efficient,  unmemorable  attaining  of  
stuff.
The  experience,  entertainment  and  
delight  of  retail.
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
Buying
The  purchase  funnel  a  swipe/press
Shopping
Takeouts.
• Be wary of the middle.
• Make things easy or delightful
Vanishing  Interfaces,  new  inputs  9
IM
Gesture
Voice
100
Movement  away  from  screens?
Takeouts.
• Think of new interactions with ads and brands.
AI
10
AI + IM = Bots
AI
Final Thoughts
Learn from the past.
But look Forward Not Back
Trust Your Heart
Be Comfortable With Ambiguity.
Best Time Ever to Work in Advertising.
@tomfgoodwin

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My deck from Guardian Changing Media Summit - London March 16th 2017