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10 Media Trends For 2017
and Beyond
Tom Goodwin, EVP, Head of Innovation, Zenith USA

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‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

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Things have never changed so fast before.

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And will never change so slowly again.

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Not everything is changing.

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More unpredictable

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Some changes bring threats.
Some opportunities.

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My job is to provoke a debate about this.
( And advise Clients)

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‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

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Video

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Social

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Commerce

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Content Marketing

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“We look at the present through a rear-view mirror. We
march backwards into the future.”
Marshall McLuhan

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Era 1: Old Media - Old Ads
Era 2: New Media - Old Ads
Era 3: New Media - New Ads

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We need to work around possibilities.
Not assumed constraints

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‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

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23
1

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24
More stuff than ever
Media Reder Report, 2016

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25
And more…………
Media Reder Report, 2016

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Our phones have created media moments

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27
We now have 31 Hours in a day?

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28
Yet we will consumer even more???

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Takeouts.
• Grabbing meaningful attention is the greatest challenge.

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Digital Disappears2

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31

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Takeouts.
• Ideate for a world where “Digital” is oxygen, it’s not a thing, it’s
everything

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Horizontalization of Media
3

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Customer
interfaces
Content
Brands
Content
Makers

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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

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Lines Blur4

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What is TV?
Screen we watch?
Context for consumption?
Delivery mechanism?
Show length?
Show quality?

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Takeouts.
• Move on from boring pointless discussions.
• Focus on making world class content that’s right for the context

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More Intimate Screens and Data
5

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Movie
theatre

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TV

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Desktop

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Mobile

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Takeouts.
• Build around new possibilities, not reduce around constraints.
• Intimate data not big data. Intent not demographics.

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New Realities6

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The First VR

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The First AR

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MR?

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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.

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The Predictive Web
7

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Takeouts.
• Think how advertising and customer service can be personal, helpful
and anticipatory.

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Bifurcation of Retail
8

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Shopping
Buying
Vs
The efficient, unmemorable attaining of
stuff.
The experience, entertainment and
delight of retail.

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“For every action, there is an equal and
opposite reaction”
Isaac Newton

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“For every action, there is an equal and
opposite reaction”
Isaac Newton

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“For every action, there is an equal and
opposite reaction”
Isaac Newton

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“For every action, there is an equal and
opposite reaction”
Isaac Newton

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Buying

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The purchase funnel a swipe/press

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Shopping

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Takeouts.
• Be wary of the middle.
• Make things easy or delightful

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Vanishing Interfaces, new inputs 9

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IM

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Gesture

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Voice

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100

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Movement away from screens?

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Takeouts.
• Think of new interactions with ads and brands.

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AI
10

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AI + IM = Bots

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AI

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Final Thoughts

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Learn from the past.
But look Forward Not Back

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Trust Your Heart
Be Comfortable With Ambiguity.

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Best Time Ever to Work in Advertising.

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@tomfgoodwin