FUZE - The Future of Advertising, The Human Revolution
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Transcript of FUZE - The Future of Advertising, The Human Revolution
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The Integration Revolution
Design:Culture:Mind
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Torches of Freedom
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Art & Copy
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Then, in 1981…
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Challenging the
Overton Window
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The range of ideas that the public will
accept.
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“Just think about what is more valuable: MTV or the cable system that you use to get MTV?
Ultimately, technology becomes a commodity, and content - real, true branded content - becomes more valuable.”
Fred Wilson
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Content Creation Content Syndication Content Monetization
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The Internet Revolution
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“The medium is the message.”
Marshall McLuhan
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“We shape our tools and thereafter our tools shape us.”
Marshall McLuhan
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1994
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…and little else great happened.
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The Social Revolution
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1.59 Billion active monthly users with 65% using it for over 20 minutes daily.
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
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320 million active monthly users with 100 million active daily.
http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/
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1.3 Billion Users uploading 300 hours of video per minute + 5 Billion views
per day.
http://fortunelords.com/27-mind-blowing-youtube-facts-figures-and-statistics-backed-by-data/
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2.6m+ subscribers, 581m+ views from 750+ videos.
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2.6m+ subscribers, 581m+ views from 750+ videos.
Daily
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During peak hours, Netflix accounts for 30%+ of all Internet down-streaming traffic in North
America, nearly twice that of YouTube.
http://www.newyorker.com/magazine/2014/02/03/outside-the-box-2
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8 Billion video views per day.
http://www.digitaltrends.com/social-media/snapchat-video-views/
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Prosumers
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Content Creation Content Syndication Content Monetization
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The Mobile Revolution
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2007
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2008
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“Mobile is eating the world.”
Benedict Evans, Andreessen Horowitz
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More people on earth have access to cell phones than toilets.
Out of the world's estimated 7 billion people, 6 billion have access to mobile phones.
Source: United Nations, 2015
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1/3 have smartphones
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Source: http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467
2 to 3x more smartphones than PCs by 2020
Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use
10x the opportunity
Mobile leverage Increased sophistication is as important as scale
X =
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vs.
140,000 13
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Source: WhatsApp
WhatsApp: 7.2 trillion messages a year.
(with just 30 engineers)
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100+ million downloads, 1.4 billion swipes per day, and 800 million
paying users.
http://expandedramblings.com/index.php/tinder-statistics/
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Surce: http://www.huffingtonpost.ca/2015/04/01/uberization-uber-of-everything_n_6971752.html
“Combining realtime data, mobile payments, instant gratification and dynamic pricing – is the beginning of a technologically-driven economic shift, an on-demand revolution that will “Uberize” the entire economy.”
Huffington Post
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Value Creation Value Syndication
Value Monetization
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An Uber-like approach: managing the traffic without owning the ride, or in the case of agencies, owning the relationship with a client, the strategy and data without owning the execution.
Clive Sirkin Kimberly-Clark CMO
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$1900
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MTV is the grandaddy, PSEUDO is the Mother, the
iPod is the Father of YouTube, and Tinder is the
adolescent child breaking all the rules.
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The Sharing Economy is the School Yard, and we’re all playing hooky in gangs of
our own.
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Disruption is everywhere.
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Agencies are trying to keep up but are finding it tough.
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“We build products.”
Many Agency GMs
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Pitching tech Raising VC
Burning client $$$ Building in an agile way
Pivoting Writing down losses
Having stamina Trusted partnerships
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…and it’s getting weirder.
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Future Future
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“I don't want to be on the radio. I don't want to be on MTV.”
John Frusciante
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Virtual & Augmented Reality
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https://www.youtube.com/watch?v=4SkHdRvPbv4
The Wild Within
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Hololens
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https://thoughts.ishuman.co/the-future-is-not-a-screen-you-can-touch-bbb035adfd3c#.tsj6yun0l
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Artificial Intelligence
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“26% of Canadian adults (20-59) believe an unbiased computer program would be more trustworthy and ethical than their workplace leaders and managers.”
&
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#2
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Internet of Things
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“But I worry about what happens when the marketers get stuck in. I mean… some of my best friends and all that, but marketers can’t resist an opportunity to force a damn relationship on you.
Truth is, I don’t want to talk to most of my products. They’re dumb utilities. Close and forget.
I want a spade, not the experience of digging.”
Cennydd Bowles, Designerhttp://fortune.com/2016/02/26/voice-interfaces/
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The Internet of Things 2020 Dilemma
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Biohacking Consumers
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Would you like dreams with
that?
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So, what is the future of media and advertising?
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Revolutions now happen every single day.
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The Internet (as we think it should work) is dead.
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Target demographics are dead.
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Stereotype
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https://www.youtube.com/watch?v=-HFwok9SlQQ
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It’s time to stand tall and fight for what we believe
to be right.
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It’s time for creativity &
science.
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It’s time to be brave.
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It’s time to tell the human
story
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The Human Revolution
Design:Culture:Mind