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Global Advertising Futures - the next 3 years



        Advertising is following Media.




                                 Gerd Leonhard Media Futurist / The Futures Agency
Advertising




Ads
        ...on dozens
        of platforms




       Gerd Leonhard Media Futurist / The Futures Agency
Targeting becomes... a matter of science




Targeted. Timely. Wanted. Valuable. 100% trackable.
                                      Gerd Leonhard Media Futurist / The Futures Agency
Gerd Leonhard Media Futurist / The Futures Agency
Data is the new Oil




              Gerd Leonhard Media Futurist /sevensheaven.nl
                   Image licensed from The Futures Agency
....and it’s the users that generate the Oil.




                                  Gerd Leonhard Media Futurist / The Futures Agency
Next-generation Advertising will depend on a
  steady flow of legal, clean and safe Oil




                                 Gerd Leonhard Media Futurist / The Futures Agency
Mining, Pumping, Refining, Distributing, Disbursing -
      Permission and Trust is Key      Gerd Leonhard Media Futurist / The Futures Agency
Privacy is now an Action.




                     Gerd Leonhard Media Futurist / The Futures Agency
The need for precise audience targeting will
 pay for a lot of ‘Feels Like Free’ Content




                                Gerd Leonhard Media Futurist / The Futures Agency
As in Media, an increasing number ofAdvertisers will “Go Direct”




                                              Gerd Leonhard Media Futurist / The Futures Agency
@vertising becomes WithVertising




                       Gerd Leonhard Media Futurist / The Futures Agency
The anti-example...




                  Gerd Leonhard Media Futurist / The Futures Agency
Transparency and Openness are not binary issues




                                  Gerd Leonhard Media Futurist / The Futures Agency
And good storytelling will matter more than ever before




                                        Gerd Leonhard Media Futurist / The Futures Agency
Media Buying ~ Media Sharing ~ Media Earning




                                Gerd Leonhard Media Futurist / The Futures Agency
Social media’s lesson: interaction before transaction




                                      Gerd Leonhard Media Futurist / The Futures Agency
It all starts with talkable brands




                          Gerd Leonhard Media Futurist / The Futures Agency
Branding becomes “Banding”




                   Gerd Leonhard Media Futurist / The Futures Agency
Total Real-Life “MeatSpace”and ‘Online’ Convergence




                                     Gerd Leonhard Media Futurist / The Futures Agency
The mobile revolution: as important as the printing press




       Mobile Broadband probably means
      the End of Advertising as we know it




                                         Gerd Leonhard Media Futurist / The Futures Agency
TV 2.0: the exact content when and how I want -
 plus my ads that could be of real interest to me




          Source: engadget.com




                                   Gerd Leonhard Media Futurist / The Futures Agency
Soon: the total convergence of
  Broadcast & Broadband




                      Gerd Leonhard Media Futurist / The Futures Agency
If Advertising really becomes Content....




                               Gerd Leonhard Media Futurist / The Futures Agency
From watering cans to sprinkler systems




                             Gerd Leonhard Media Futurist / The Futures Agency
Where will you put your money...?




                          Gerd Leonhard Media Futurist / The Futures Agency
Get ready for the Tribalization of Business.




                                 Gerd Leonhard Media Futurist / The Futures Agency
Thanks for your time!




www.mediafuturist.com @gleonhard
                               Gerd Leonhard Media Futurist / The Futures Agency

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The Future of Advertising: Gerd Leonhard at Adtech London 2010

  • 1. Global Advertising Futures - the next 3 years Advertising is following Media. Gerd Leonhard Media Futurist / The Futures Agency
  • 2. Advertising Ads ...on dozens of platforms Gerd Leonhard Media Futurist / The Futures Agency
  • 3. Targeting becomes... a matter of science Targeted. Timely. Wanted. Valuable. 100% trackable. Gerd Leonhard Media Futurist / The Futures Agency
  • 4. Gerd Leonhard Media Futurist / The Futures Agency
  • 5. Data is the new Oil Gerd Leonhard Media Futurist /sevensheaven.nl Image licensed from The Futures Agency
  • 6. ....and it’s the users that generate the Oil. Gerd Leonhard Media Futurist / The Futures Agency
  • 7. Next-generation Advertising will depend on a steady flow of legal, clean and safe Oil Gerd Leonhard Media Futurist / The Futures Agency
  • 8. Mining, Pumping, Refining, Distributing, Disbursing - Permission and Trust is Key Gerd Leonhard Media Futurist / The Futures Agency
  • 9. Privacy is now an Action. Gerd Leonhard Media Futurist / The Futures Agency
  • 10. The need for precise audience targeting will pay for a lot of ‘Feels Like Free’ Content Gerd Leonhard Media Futurist / The Futures Agency
  • 11. As in Media, an increasing number ofAdvertisers will “Go Direct” Gerd Leonhard Media Futurist / The Futures Agency
  • 12. @vertising becomes WithVertising Gerd Leonhard Media Futurist / The Futures Agency
  • 13. The anti-example... Gerd Leonhard Media Futurist / The Futures Agency
  • 14. Transparency and Openness are not binary issues Gerd Leonhard Media Futurist / The Futures Agency
  • 15. And good storytelling will matter more than ever before Gerd Leonhard Media Futurist / The Futures Agency
  • 16. Media Buying ~ Media Sharing ~ Media Earning Gerd Leonhard Media Futurist / The Futures Agency
  • 17. Social media’s lesson: interaction before transaction Gerd Leonhard Media Futurist / The Futures Agency
  • 18. It all starts with talkable brands Gerd Leonhard Media Futurist / The Futures Agency
  • 19. Branding becomes “Banding” Gerd Leonhard Media Futurist / The Futures Agency
  • 20. Total Real-Life “MeatSpace”and ‘Online’ Convergence Gerd Leonhard Media Futurist / The Futures Agency
  • 21. The mobile revolution: as important as the printing press Mobile Broadband probably means the End of Advertising as we know it Gerd Leonhard Media Futurist / The Futures Agency
  • 22. TV 2.0: the exact content when and how I want - plus my ads that could be of real interest to me Source: engadget.com Gerd Leonhard Media Futurist / The Futures Agency
  • 23. Soon: the total convergence of Broadcast & Broadband Gerd Leonhard Media Futurist / The Futures Agency
  • 24. If Advertising really becomes Content.... Gerd Leonhard Media Futurist / The Futures Agency
  • 25. From watering cans to sprinkler systems Gerd Leonhard Media Futurist / The Futures Agency
  • 26. Where will you put your money...? Gerd Leonhard Media Futurist / The Futures Agency
  • 27. Get ready for the Tribalization of Business. Gerd Leonhard Media Futurist / The Futures Agency
  • 28. Thanks for your time! www.mediafuturist.com @gleonhard Gerd Leonhard Media Futurist / The Futures Agency