This presentation looks at how advertising will become more dynamic and targeted through the use of perceptive media, such as social data, environmental date and face/voice recognition.
2. “Half of my marketing budget is wasted, I just
don’t know which half.”
John Wannamaker
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3. The Problem
ADVERTISING IS INHERENTLY INEFFICIENT.
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5. FOR 150 YEARS,
WE’VE CREATED
ADS BASED ON
ASSUMPTIONS,
GUESSWORK AND
HUNCHES.
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6. THE RESULT TARGET
INNOCENT BYSTANDER
INEFFICIENCY, INACCURACY AND
COLLATERAL DAMAGE
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7. Your consumer sees 5000
messages each day. You are lucky
if they remember 5.
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8. DIGITAL IS NO BETTER
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9. Just because my friends like something, is it
safe to assume that I do too?
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11. USING HISTORICAL DATA
PREDICT FUTURE BEHAVIOR
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12. WE NOW HAVE ACCESS TO
MASSIVE AMOUNTS OF DATA
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14. DATA IS THE NEW CREATIVE BRIEF
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15. PERCEPTIVE MEDIA
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16. PERSONALIZED AND/OR DYNAMIC CONTENT
BASED ON WHO YOU ARE AND WHAT YOU ARE
DOING OR SAYING.
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31. STEP #4 TYING IT ALL TOGETHER
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32. SOCIAL DATA
CAMERA DYNAMIC CONTENT
PREFERENCES
RECOGNITION
BEHAVIOR
MICROPHONE
COMMUNITY
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34. FORM
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35. THE ENVIRONMENT
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36. EYE CONTACT/GAZE
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37. SOCIAL GRAPH
EYE CONTACT
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38. APPROACH
PRIVACY CONCERNS
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39. PRIVACY
VALUE
UK STUDY
84% of consumer said they were very
concerned about privacy.
The same percentage said they would
be willing to give away their personal
data for cash or rewards.
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42. APPROACH
USING DATA FOR GOOD
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43. APPROACH
STORY-TELLING
WE CAN’T LOSE SIGHT
OF STORY-TELLING.
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44. APPROACH
STORY-TELLING
ENTERTAINMENT UTILITY
SOCIAL
COMMUNITY
DATA
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45. APPROACH
STORY-TELLING
CONTENT
+ CONTEXT
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