Inspire 1012- Dean Donaldson-Living in a material world

Living in the Material World
Dean Donaldson
Global Head of Innovation DG MediaMind

© 2012 Digital Generation Inc. All rights reserved.

Thursday, 18 October 12

Living in a
material world

@Dean Donaldson
Global Head of Innovation


Smart Appliances

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


Living in a Ubiquitous World


next?


=MC2
E
consumer = clicks


[ targeted consumer ]

addressable advertising >>


technology
is but a twinkle in the eye


disconnected


comfortable
consumer

coming
home

convenience
at the
centre


design vs
desire

License to think

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

In Car Advertising


cold concepts


TECHNO
RETRO


warm & inviting


mass
media

active
engagement

old new
media
traditional


lean back | forwards

off on TV | PC

back
lean
?

lean
forwards?

social
interaction


50”

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

do you ‘mind’?


6x
penetration

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


6Eb
GLOBAL MOBILE DATA

=6Petabytes
Internet

6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET

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


compare
amazon

instantly


visualization of search

80%

2017
“human?
How may I help you,

”


connected
internet of things

>

Sensory surround

(((
(

© 2010 MediaMind Technologies Inc | All rights reserved

Smart Paper


ePackaging


Smart Clothes


Smart Scents


ePOS

The Third Wave

UbiComp
Ubiquitous Computing

∞=1

1=1

1=∞
{ ubiquitous computing (ubicomp) }


Smart Tags

RFID

2012
1 TRILLION

Science Fiction or Fact?


Science Fiction or Fact?

Personal Identification Device (PID)
= targeted ads

[data]

payment
system

2016

Cashless Generation

84%


$€£

point of engagement

interaction transaction
touchpoints

BlueTooth
2-way Audio
Comms Visual
WiFi
NFC

?

Retarget
HD Ad
10% off

Interact Retarget Purchase
5% off


Modern Family Viewing

42%
use SmartPhone or Tablet whilst watching TV

DAILY


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


Dual Screen Activities

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


automatic ACR
content recognition


Client-Side Solution >10 Secs

Spot ID = Ad ID


Server-Side Solution <2 Secs

Spot ID = Ad ID


115,282
17.4% WATCHED FULL 3 MIN VIDEO

2.34% CTR


Text


convergence

w ev
at er
h v er
ne
he er
w ev
w h er

focus
on
data

< start-up >
“conversation”


tech in
harmony


thank you!
dean.donaldson@mediamind.com

917.640.3095

@deandonaldson

@mediamind
@dgitnetwork


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