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10 Media Trends For 2017
and Beyond
Tom Goodwin, EVP, Head of Innovation, Zenith USA
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
Things have never changed so fast before.

And will never change so slowly again.
Not everything is changing.
More unpredictable
Some changes bring threats.
Some opportunities.
My job is to provoke a debate about this.
( And advise Clients)
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
Video
Social
Commerce
Content Marketing
“We look at the present through a rear-view mirror. We
march backwards into the future.”
Marshall McLuhan
Era 1: Old Media - Old Ads
Era 2: New Media - Old Ads
Era 3: New Media - New Ads
We need to work around possibilities.
Not assumed constraints
‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A
23
1
24
More stuff than ever
Media Reder Report, 2016
25
And more…………
Media Reder Report, 2016
Our phones have created media moments
27
We now have 31 Hours in a day?
28
Yet we will consumer even more???
Takeouts.
• Grabbing meaningful attention is the greatest challenge.
Digital  Disappears2
31
Takeouts.
• Ideate for a world where “Digital” is oxygen, it’s not a thing, it’s
everything
Horizontalization  of  Media
3
Customer
interfaces
Content
Brands
Content
Makers
Takeouts.
• Forget silos of the past.
• Think of a world of abundant screens.
• All screens and media become digital.
• Ev...
Lines  Blur4
What is TV?
Screen we watch?
Context for consumption?
Delivery mechanism?
Show length?
Show quality?
Takeouts.
• Move on from boring pointless discussions.
• Focus on making world class content that’s right for the context
More  Intimate  Screens  and  Data
5
Movie	
  theatre
TV
Desktop
Mobile
Takeouts.
• Build around new possibilities, not reduce around constraints.
• Intimate data not big data. Intent not demogr...
New  Realities6
The  First  VR
The  First  AR
MR?
Takeouts.
• VR maybe won’t change our lives
• MR could more.
• But both offer amazing ways to connect and new ways to thin...
The  Predictive  Web
7
Takeouts.
• Think how advertising and customer service can be personal, helpful
and anticipatory.
Bifurcation  of  Retail
8
Shopping  
Buying
Vs
The  efficient,  unmemorable  attaining  of  
stuff.
The  experience,  entertainment  and  
delight  ...
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
“For every action, there is an equal and
opposite reaction”
Isaac Newton
Buying
The  purchase  funnel  a  swipe/press
Shopping
Takeouts.
• Be wary of the middle.
• Make things easy or delightful
Vanishing  Interfaces,  new  inputs  9
IM
Gesture
Voice
100
Movement  away  from  screens?
Takeouts.
• Think of new interactions with ads and brands.
AI
10
AI + IM = Bots
AI
Final Thoughts
Learn from the past.
But look Forward Not Back
Trust Your Heart
Be Comfortable With Ambiguity.
Best Time Ever to Work in Advertising.
@tomfgoodwin
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
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My deck from Guardian Changing Media Summit - London March 16th 2017

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  • Fascinating and very thought provoking Tom, and I really enjoyed your presentation at The Guardian Media Summit 2017, all the best
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My deck from Guardian Changing Media Summit - London March 16th 2017

  1. 1. 10 Media Trends For 2017 and Beyond Tom Goodwin, EVP, Head of Innovation, Zenith USA
  2. 2. ‹#› Today {25 mins Hello Context Of Change 10 Themes to Inspire ? Q&A
  3. 3. Things have never changed so fast before.

  4. 4. And will never change so slowly again.
  5. 5. Not everything is changing.
  6. 6. More unpredictable
  7. 7. Some changes bring threats. Some opportunities.
  8. 8. My job is to provoke a debate about this. ( And advise Clients)
  9. 9. ‹#› Today {25 mins Hello Context Of Change 10 Themes to Inspire ? Q&A
  10. 10. Video
  11. 11. Social
  12. 12. Commerce
  13. 13. Content Marketing
  14. 14. “We look at the present through a rear-view mirror. We march backwards into the future.” Marshall McLuhan
  15. 15. Era 1: Old Media - Old Ads Era 2: New Media - Old Ads Era 3: New Media - New Ads
  16. 16. We need to work around possibilities. Not assumed constraints
  17. 17. ‹#› Today {25 mins Hello Context Of Change 10 Themes to Inspire ? Q&A
  18. 18. 23 1
  19. 19. 24 More stuff than ever Media Reder Report, 2016
  20. 20. 25 And more………… Media Reder Report, 2016
  21. 21. Our phones have created media moments
  22. 22. 27 We now have 31 Hours in a day?
  23. 23. 28 Yet we will consumer even more???
  24. 24. Takeouts. • Grabbing meaningful attention is the greatest challenge.
  25. 25. Digital  Disappears2
  26. 26. 31
  27. 27. Takeouts. • Ideate for a world where “Digital” is oxygen, it’s not a thing, it’s everything
  28. 28. Horizontalization  of  Media 3
  29. 29. Customer interfaces Content Brands Content Makers
  30. 30. Takeouts. • Forget silos of the past. • Think of a world of abundant screens. • All screens and media become digital. • Everything becomes a context, not a screen
  31. 31. Lines  Blur4
  32. 32. What is TV? Screen we watch? Context for consumption? Delivery mechanism? Show length? Show quality?
  33. 33. Takeouts. • Move on from boring pointless discussions. • Focus on making world class content that’s right for the context
  34. 34. More  Intimate  Screens  and  Data 5
  35. 35. Movie  theatre
  36. 36. TV
  37. 37. Desktop
  38. 38. Mobile
  39. 39. Takeouts. • Build around new possibilities, not reduce around constraints. • Intimate data not big data. Intent not demographics.
  40. 40. New  Realities6
  41. 41. The  First  VR
  42. 42. The  First  AR
  43. 43. MR?
  44. 44. Takeouts. • VR maybe won’t change our lives • MR could more. • But both offer amazing ways to connect and new ways to think around advertising.
  45. 45. The  Predictive  Web 7
  46. 46. Takeouts. • Think how advertising and customer service can be personal, helpful and anticipatory.
  47. 47. Bifurcation  of  Retail 8
  48. 48. Shopping   Buying Vs The  efficient,  unmemorable  attaining  of   stuff. The  experience,  entertainment  and   delight  of  retail.
  49. 49. “For every action, there is an equal and opposite reaction” Isaac Newton
  50. 50. “For every action, there is an equal and opposite reaction” Isaac Newton
  51. 51. “For every action, there is an equal and opposite reaction” Isaac Newton
  52. 52. “For every action, there is an equal and opposite reaction” Isaac Newton
  53. 53. Buying
  54. 54. The  purchase  funnel  a  swipe/press
  55. 55. Shopping
  56. 56. Takeouts. • Be wary of the middle. • Make things easy or delightful
  57. 57. Vanishing  Interfaces,  new  inputs  9
  58. 58. IM
  59. 59. Gesture
  60. 60. Voice
  61. 61. 100
  62. 62. Movement  away  from  screens?
  63. 63. Takeouts. • Think of new interactions with ads and brands.
  64. 64. AI 10
  65. 65. AI + IM = Bots
  66. 66. AI
  67. 67. Final Thoughts
  68. 68. Learn from the past. But look Forward Not Back
  69. 69. Trust Your Heart Be Comfortable With Ambiguity.
  70. 70. Best Time Ever to Work in Advertising.
  71. 71. @tomfgoodwin

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