1. SUSTAINING ENGAGEMENT IN DIGITAL ADVERTISING IGITAL ADVERTISING DEVELOPMENT, CURRENT TRENDS, IMPLICATIONS

2. IT WHERE ALL BEGAN

5. TELEVISION IS THE TRIUMPH OF MACHINE OVER PEOPLE- F. Allen

6. THE CLASSY

7. THEN… WHO WHAT WHERE TO WHOM EFFECT

8. NOW… SENDER EXPRESSES MEDIUM TRANSMITS FEEDBACK RETURNS RECEIPIENT INTERPRETS

9. “In the ’50s and ’60s, copy testing was mainly about recall – and then in the ’70s and ’80s, they were talking about persuasion, and in the ’90s it was about liking – getting the consumer to like the advertisement. Now it’s got to be about engagement.” - Mike Hess

10. NOW THEN AWARENESS EXPERIENCE PERSUATION RECALL LIKING INTERRUPTING DIRECTING BIG PROMISES REACTING ENGAGEMENT CONNECTION INTERACTION COMMUNICATION STORYTELLING INDIVIDUALIZATION PERSONALIZATION RELATIONSHIP CONTEXT ENTERTAINMENT PLAYABLITY USEFULNESS INTEGRATION REWARDS DIALOGUE

11. CONTINOUS CONVERSATIONS COMMUNICATION CONTEXT INDIVIDUALISATION DIALOGUE USEFULNESS STORYTELLING YOU INTERACTION PERSONALIZATION COMMUNICATION PLAYABLITY ENGAGEMENT RELATIONSHIP INDIVIDUALIZATION ENTERTAINMENT CONNECTION USEFULNESS REWARDS INTEGRATION

12. TAILORED ADS

13. TAILORED BILLBOARDS

14. VIRAL MARKETING

17. PERSONALIZATION

18. “TELL ME AND I’LL FORGET;SHOW ME AND I MAY REMEMBER;INVOLVE ME AND I’LL UNDERSTAND.”

20. INTERACTION “INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” -Barnum Sulley Research 2010

23. ENTERTAINMENT AND PLAYABILITY

24. IT ALL SEEMS FUN

25. BUT WHAT ABOUT THE IMPLICATIONS?

26. is it really individual?

27. what about privacy?

28. in 2006 AOL announced 20,000,000 search queries from 650,000 users anonymized by turning usernames into unique ID’S. NY Times was able to identify the user 4417749

29. Thelma Arnold, who was interested in numb fingers, 60-ish single men and dogs that urinate on everything

30. This could be YOU