Inspire 1012 - Living in a Material World

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Living in a Material World: Keynote from DG MediaMind's Inspire 2012 in Munich looking at the need for technology to disappear into the environment organically to be more acceptable by consumers to address marketing concerns and build a symbiotic relationship between brand and consumer.

Technologie

Living in a
material world

@Dean Donaldson
Global Head of Innovation

© 2012 Digital Generation Inc. All rights reserved.

Beyond the Browser

In 2012 there will be more
networked devices then
humans on the planet

© 2012 Digital Generation Inc. All rights reserved. © 2011 MediaMind. A division of DG | All rights reserved

second life

© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

Living in a Ubiquitous World

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next?

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=MC2
E
consumer = clicks

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[ targeted consumer ]

addressable advertising >>

© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

© 2012 Digital Generation Inc. All rights reserved.

technology
is but a twinkle in the eye

© 2012 Digital Generation Inc. All rights reserved.

disconnected

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comfortable
consumer
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coming
home
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convenience
at the
centre

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design vs
desire
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License to think

© 2012 Digital Generation Inc. All rights reserved. © 2011 MediaMind. A division of DG

In Car Advertising

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cold concepts

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TECHNO
RETRO

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warm & inviting

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mass
media
© 2012 Digital Generation Inc. All rights reserved.

© 2012 Digital Generation Inc. All rights reserved. © 2011 MediaMind. A division of DG

active
engagement
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old new
media
traditional

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lean back | forwards

off on TV | PC
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back
lean
?
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lean
forwards?
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social
interaction

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50”
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© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

of under 15’s by 2015 will all use
50%
touchscreens
© 2008 Eyeblaster. All rights reserved
© 2012 Digital Generation Inc. All rights reserved.

do you ‘mind’?

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6x
penetration
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Last year, more data was
generated by individuals
than in the entire history
of mankind through 2010.

© 2012 Digital Generation Inc. All rights reserved.

6Eb
GLOBAL MOBILE DATA

=6Petabytes
Internet

6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET
© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

Media migration

‣ Personal TV 2010

VOD across multiple devices
Locations tailored to individual

‣ Web TV
Computer as interactive TV set
User generated content

‣ Digital TV
TV set as display device
High Definition architecture

‣ Analogue TV
Centralized, passive, limited choice
Single location viewing
1980

© 2012 Digital Generation Inc. All rights reserved.

compare
amazon

instantly

© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

visualization of search
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80%
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2017
“human?
How may I help you,

”

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connected
internet of things

>
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Sensory surround

(((
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(

© 2010 MediaMind Technologies Inc | All rights reserved

Smart Paper

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ePackaging

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Smart Clothes

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Smart Scents

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ePOS
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The Third Wave

UbiComp
Ubiquitous Computing
© 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

∞=1
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1=1
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1=∞
{ ubiquitous computing (ubicomp) }

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Smart Tags

RFID
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2012
1 TRILLION
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personally
identifiable
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Science Fiction or Fact?

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Science Fiction or Fact?

Personal Identification Device (PID)
= targeted ads
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[data]
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payment
system

2016
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Cashless Generation

84%

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point of engagement

interaction transaction
touchpoints
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BlueTooth
2-way Audio
Comms Visual
WiFi
NFC

?
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Retarget
HD Ad
10% off

Interact Retarget Purchase
5% off

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Modern Family Viewing

42%
use SmartPhone or Tablet whilst watching TV

DAILY

© 2012 Digital Generation Inc. All rights reserved.

Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?

0% 15% 30% 45% 60%

Checking Email
60%

Surﬁng for unrelated info
46%

Visiting Social Networking site

42%
Checking sports scores
30%
Looking up info related to content
29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
13%

Nielsen Q2 2011

© 2012 Digital Generation Inc. All rights reserved.

Dual Screen Activities

25%
Consumers go online after seeing TV ad
Yahoo / Razonrfish Q4 2011

© 2012 Digital Generation Inc. All rights reserved.

automatic ACR
content recognition

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Client-Side Solution >10 Secs

Spot ID = Ad ID

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Server-Side Solution <2 Secs

Spot ID = Ad ID

© 2012 Digital Generation Inc. All rights reserved.

115,282
17.4% WATCHED FULL 3 MIN VIDEO

2.34% CTR

© 2012 Digital Generation Inc. All rights reserved.

Text

© 2012 Digital Generation Inc. All rights reserved.

convergence

w ev
at er
h v er
ne
he er
w ev
w h er
© 2012 Digital Generation Inc. All rights reserved.

focus
on
data
© 2012 Digital Generation Inc. All rights reserved.

< start-up >
“conversation”

© 2012 Digital Generation Inc. All rights reserved.

tech in
harmony

© 2012 Digital Generation Inc. All rights reserved.

thank you!
dean.donaldson@mediamind.com

917.640.3095

@deandonaldson

@mediamind
@dgitnetwork

© 2012 Digital Generation Inc. All rights reserved.

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Inspire 1012 - Living in a Material World

3. Beyond the Browser In 2012 there will be more networked devices then humans on the planet © 2012 Digital Generation Inc. All rights reserved. © 2011 MediaMind. A division of DG | All rights reserved

57. 6Eb GLOBAL MOBILE DATA =6Petabytes Internet 6 Exabytes = 6M Terabytes 1,000 x WHOLE INTERNET © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

58. Media migration ‣ Personal TV 2010 VOD across multiple devices Locations tailored to individual ‣ Web TV Computer as interactive TV set User generated content ‣ Digital TV TV set as display device High Definition architecture ‣ Analogue TV Centralized, passive, limited choice Single location viewing 1980 © 2012 Digital Generation Inc. All rights reserved.

104. Dual Screen Activities What are Tablet and SmartPhone Users doing whilst watching TV? 0% 15% 30% 45% 60% Checking Email 60% Surﬁng for unrelated info 46% Visiting Social Networking site 42% Checking sports scores 30% Looking up info related to content 29% Looking up content related to Ad 19% Looking for coupon/deal related to Ad 13% Nielsen Q2 2011 © 2012 Digital Generation Inc. All rights reserved.