The World After Advertising
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Past, Present, and Future of Advertising. Presentation of my keynote at the World After Advertising in Dusseldorf, Germany - November 25, 2010. Evolution of the customer, media, technology, and data ... Future models of hyper-personalization, contextual computing, and adaptive experiences. Video recording available at http://tmtyl.com/FutureAdsVideo
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The World After Advertising
- 2. The World after Advertising Rob Gonda, Global Lead of Creative Technology & Innovation
- 4. Innovation
- 6. Our business seems simple
- 7. We connect companies to customers
- 8. And, we connect customers to companies
- 10. music
- 11. graffiti
- 12. fashion
- 13. green
- 14. Offers
- 15. green
- 16. celebrity
- 17. jeans
- 19. music
- 20. graffiti
- 21. fashion
- 22. green
- 23. Offers
- 24. green
- 25. celebrity
- 26. jeans
- 28. music
- 29. graffiti
- 30. fashion
- 31. green
- 32. Offers
- 33. green
- 34. celebrity
- 35. jeans
- 40. bytes kilobytes Amount megabytes gigabytes terabytes petabytes exabytes zettabytes vottabytes Function Understanding the past Optimizing the present Predicting the future
- 42. Let’s explore the Relationship between People & Technology
- 43. It’s not about the evolution of technology, but actually how it changes us.
- 45. ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE NAME OF SOMEONE AT THEIR BANK Where is the love?
- 46. Isolation made easy TECHNOLOGY Connection made easy Internet map, opte.org
- 50. 80%ofCEO’sbelievetheir brandprovidesasuperior customerexperience 8%oftheircustomersagree Source: invitro
- 53. + Marketing Technology Social media monitoring Digital asset management Competitive intelligence Business intelligence Campaign management Web analytics Marketing dashboards CRM SEO analysis / auditing Email marketing Augmented reality Landing pages User communities Interactive ads Social features Web site Location Linked data RFID Digital products Search ads Internet of things Mobile marketing Behavioral targeting User-generated content
- 54. Advertising has to Evolve Sponsor Value Engage Brand as Facilitator Control Sell Interrupt Brand as Broadcaster
- 55. Time Spent Ad Spend ~$50B Global Opportunity Print Radio TV Internet Source: Morgan Stanley
- 63. Mark Zuckerberg Facebook Trevor Edwards Nike+ Stephen Wolfram Wolfram Alpha Alexander Tokman Microvision Danilo De Rossi Smartex Source: proximity BBDO
- 64. Distractions Mode of Interaction System-Defined Rules Endpoint Capability Network Capability User-Defined Rules Reference User Behavior Temperature Direction Environment Process Location History Role Links Journal Groups PIM Bookmarks Security Trust Presence Tagging Blogs Social Graph Privacy Calendar Identity Community Conversations Reputation Source: Gartner
- 67. Source: Gartner
- 71. The Internet of Things
- 72. The Internet of Things
- 73. The Internet of Things
- 75. Facebook to own 50% of all display ads
- 76. Facebook will penetrate APAC > 2bln users
- 77. Android + Google Me
- 78. Media Trade Floor
- 80. do not fear. Questions?
- 81. Enjoy your journey into the cloud. Thank you. Rob Gonda Global Lead of Creative Technology @ Sapient rgonda@sapient.com @RobGonda http://tmtyl.com/about-rob
Notes de l'éditeur
- Welcome to the new reality
- Today we will take a glimpse at the world after advertising and the digital landscape in the next 5 to 10 years.My name is Rob Gonda, and I run creative technology & innovation for SapientNitro, a global customer experience company that focuses on the interception of marketing and technology
- Customers live in the physical and digital world and embrace full duality. Think Avatar, paraplegic in the real world, near demigod in the digital world.
- They don't distinguish digital from physical anymore, it's all one connected world
- And they are not loyal to any brand anymore, loyalty is an effect not an objective. Loyalty is achieved thru great experiences ... Apple doesn't have a loyalty card, but everyone loves Apple.
- Every brand wants to be Apple, and they think they can, but there's a lot of work to be apple ... From packaging, design, message, stores, all reflecting their core beliefs ...