The Future Of Advertising and How To Make It Work For You Today

The Future of Advertising. And how to Make it Work for You Today.

@AdNerds#FollowFridaysFriday, December 4

The Future is BRIGHT or

Black as the NIGHT.

Google knows everything. Google never ever forgets.

Picture ‘Eye of God’ by Veltro23 on Flickr

http://www.flickr.com/photos/veltro23/2107939050/sizes/o/


Andrew Feldmar, Psychologist

“Canadian Psychologist Who Used LSD Forty Years AgoPermanently Barred from Entering U.S.”

Just Google it.

Brent Noorda, CEO RadioWeave

I don’t think there are creepy devices,I think there are creepy people.

“”

http://www.radioweave.com

http://www.radioweave.com

There is both good and bad in all people and all things.

The Future is ONLINE,

CONNECTED.

Online & Connected Concerts.

Picture by From TheNorth on Flickr



Live and Digital Music Teaming up to Rock your Life.

Mobile & Wireless Healthcare Delivery.

Mario Gianotti, M.D. at Memorial Hermann, Houston

Airstrip Critical Care

Online & Connected Cars.

Autonomous Driving.

Travolution.

Sociable Car, Senseable City.

The FUTURE of ADVERTISING.

Advertising has already changed into something else.

Digital / Interactive Education, Sweden Programs and Courses 2009

Education in Interactive Design, Communication and Digital Business Management, Sweden Education in Interactive Design, Communication and Digital Business Management, Sweden

“Hyper Island is yet another Swedish success story... ‘the interactive equivalent of Oxbridge‘” Kunal Dutta, Campaign

“There is something that Hyper Island puts in its water. God knows what it is, but its graduates tend to have a fantastic attitude and are able to hit the ground running” Derek Robson, manag-ing partner, Goodby, Silverstein & Partners, San Francisco

”Our industry desperately needs more schools that specialize in creating and developing digital talent at the level and capacity of Hyper Island” Winston Binch, VP/Group Executive Producer, Crispin Porter + Bogusky, Boulder

“Hyper Island has a solid understanding of the industry, a never-ending desire to improve and to develop great skills with people. I am amazed how the students grow through the education and when they end up at some of the best communication agencies in the world, they actually deliver” Mattias Nyström, Great Works, Stockholm

Howest, Kortrijk.

Danilo De Rossi

Smartex

The Social Web

MarkZuckerberg

Facebook

StephenWolfram

Wolfram Alpha

TrevorEdwards

Nike+

AlexanderTokmanMicrovision

The Pervasive Web

The Semantic Web

DELifeAffective Computing

™

MarkZuckerberg

Facebook

The Social Web

We are all connected

TrevorEdwards

Nike+

The Pervasive Web

Kilometers you runWhere you run

When you go runningWith whom you go runningHow often you go running

Calories you burnMusic you prefer

Average, minimum and maximum paceUps and downs

...

user data non-user data

Simply put, there are two types of data

We are all connected & wired

There is an incredible amount of open data

federal

public transporthealth

medical

weathercrime

US postal services

dictionary

wikipediacalendar

financial

shoppingyellow pages

entertainmentnews

maps social

advertising

locationvegetation

Cellular

Wifi

Accelerometer

Proximity Sensor

Ambient Light Sensor

GPS Sensor

Digital Compass

Video Recording

Camera

Audio Recording

The smartest sensor out there, right now

StephenWolfram

Wolfram Alpha

The Semantic Web

What exactly makes the smart phone smart?

The Internet.

The Internet. The semantic web.

RDF

OWL

SPARQL

GRDDL

SWRL

POWDER

Wolfram isn't just trying to do “search”. It's actually doing something more subtle:

it's doing semantic search. That thing that Sir Tim Berners-Lee has been banging on about.

Google simply uses tweaked versions of its original “a lot of people link to this page” algorithm.

Charles Arthur, Technology Blog - The Guardian UK


DELife

™

1999: wearable computer

10 years later

Pranav Mistry: The thrilling potential of SixthSense technology, TED

Wearable Displays

Helmet-Mounted Display

Wearable Displays

See-Through Eyewear Display

Wearable Displays

Mobile Device Eyewear

Mobile Device Eyewear

+

Terminator Vision.

HET: Human Enhancement Technology.

Dr. Babak Parviz, University of Washington, Seattle

Danilo De Rossi

Smartex

Affective Computing

As the web is becoming ubiquitous, interactive, and multimodal,

technology needs to deal increasingly with human factors, including emotions.

From the W3C Incubator Group Report “Elements of an EmotionML 1.0”, 20 November 2008Picture by Amir Rijaveck on Flickr

http://www.flickr.com/photos/arijavec/2576133939/sizes/o/

http://www.w3.org/2005/Incubator/emotion/XGR-emotionml-20081120/

http://www.w3.org/2005/Incubator/emotion/XGR-emotionml-20081120/

http://www.flickr.com/photos/arijavec/2576133939/sizes/o/

A movie of John enjoying a TV show...

An Emotion Markup Language (EML or EmotionML) is defined by the W3C Emotion Incubator Group as a

general-purpose emotion annotation and representation language, which should be usable in

a large variety of technological contexts where emotions need to be represented.

Definition from Wikipedia.

<emotionml>






Emotion detected


<emotionml>






An every day emotion


<emotionml>






He was clearly happy


<emotionml>






It was definitely John


<emotionml>






Detected in JohnTVshow.avi movie


<emotionml>






Proof in the TV shows data


<emotionml>






Satisfaction at a level of 80%


<emotionml>






Detected from his face expression


Fabric as a data-collection medium

wealthy

heart rateperspiration

temperature

respiration

movement

posture

The future of Advertising is Online

and Connected.

4. Billboards will be abolished.


™

Danilo De Rossi

Smartex

The Social Web

The Pervasive Web

The Semantic Web


MarkZuckerberg

Facebook

StephenWolfram

Wolfram Alpha

TrevorEdwards

Nike+

The Social Web

The Pervasive Web

The Semantic Web


It’s your girlfriend’s birthday tomorrow. She’s a fan of “chocolates”.

You can buy her pralines here with a 10% discount. Hurry, the shop closes in 15’.

Oh, btw, have some chocolate yourself. That will make you happier.

A Couple of things to CHEW on.

Society has changed.

“

Clay Shirky, Professor New Media, City University of New York

When we change the way we communicate,we change society.

”

Global Study on media and advertising (+8,600 people across 11 markets)7 in 10 people cannot live without the internet.92% of Brits, 91% of Spaniards, 90% of Australians, 89% of both Dutch and American respondents rate the internet as completely necessary to their lives.

More than two thirds of respondents think there are too many ads on TV.78% have actively tried to avoid TV and radio advertising by turning off, changing channel or using personal video recorders to fast forward through recorded ads.Two thirds have avoided websites that they feel have intrusive advertising. This figure rose to over 80% in Australia, Canada, Spain and the United States.42% of those interviewed said they would like it if "websites and TV channels developed technology that monitored the sites you use and the TV channels you watch so they could make the ads you see more relevant to your interests".

Advertising has already changed

into something else.

Should you join the social media zeitgeistor dabble around the edges in a wait-and-see stance?

maxit.microsite.be

0

10.000

20.000

30.000

40.000

20.257

15.645

2009

Traditional Facebook

{35.902

00:09:01

Time spent.

$3 mio on Twitter +800% sales brand perception change

There are many success stories!…

Now there is proof

These Mavens on average grew 18% in revenues over the last 12 months,

compared to the least engaged companies who on average saw a decline of 6% in

revenue during the same period.

EngagementDB report, Altimeter Group, 2009

OrganizationSocial Media Teams

Social Media GuidelinesSocial Media Company Culture

Lessons from the mavens

TakeawaysEmphasize quality, not just quantity.

To scale engagement, make social media part of everyone’s job.Doing it all may not be for you — but you must do something.

Find your sweet spot.

Lessons from the mavens

The Future Of Advertising and How To Make It Work For You Today

Business

Transcript of The Future Of Advertising and How To Make It Work For You Today