The Future of Advertising: How brands can embrace

miraculous new technologies to change our daily lives.

#Futureof  

Let’s reimagine how brands can embrace miraculous new

technologies to change our daily lives.

5

Years into the future, what relationship will people have

with brands?

-  Service Design

-  IP Creation

-  Creation of Empathetic Ecosystems

A little less marketing... A little more:

Can brands be the connective tissue

between new technology and real people?

So, a new age of technology-driven

business transformation?

So, a new age of technology-driven

business transformation?

Yes, but…

TIME / 60 years VS 60 minutes BANDWAGONS / First is no good if you fail DE-HUMANISATION / Consumers can’t be programmed

The Challenges:

‘I almost never get the question: “what’s not going to change in the next 10 years?”’

Jeff Bezos / Founder, CEO, Amazon

If you take people out of the equation, you just become a tech fetishist.

Three Wildfire: Full of Tomorrow future scenarios… Brought to life by brands.

…and of course what this all means for you.

Q. But in a world of algorithms and automation, what about human creativity?

Q. But in a world of algorithms and automation, what about human creativity? A. It will become THE competitive advantage.

Location: Bathroom Time: 7.15am Date: February 10th, 2018

Scenario #1

Click to play  

Smart Health

Measuring personal data to provide smart, real-time

diagnosis

million people used mobile phones for health information and apps in the US in 2012.

Source: Ruder Finn

75

The New Value Exchange

Time + Money + Data =

Increasing expectations!

1.  Affective Interfaces / Toyota In-car mood detection

2.Cognitive Computing IBM / Watson / 90% accuracy

3. Epidermal Electronics University of Illinois

But what about for brands? A few thoughts…

With great data comes great responsibility We’ll have to self-regulate and avoid the temptation of targeting…

Make sure you deliver on your brand promise.

The track(ing) leads both ways

Learn to play nice. Strategic alliances should ensure the complete user journey is seamless.

Location: Office Time: 1-6pm Date: April 20th, 2018

Scenario #2

Click to play  

Haptic Experiences Adding layers of sensory

interaction to enhance everyday processes.

1. Haptic Screens Senseg / Tixel

2. Haptic Objects Disney Research / Revel

3. Projected Visualisations Microsoft Illumiroom

4. All of the above! Solid Ray / Virtual gaming experience

Multi-sensory planning

How might visceral sensations enhance someone’s interaction with a product or service?

Retail will be reimagined…

Can you scale up by scaling down?

Enhance, don’t distract

Don’t ask what’s in it for us, ask what’s in it for them.

Augmented Reality Yihaodian / Virtual pop-up shops

Location: Conference party Time: 7pm Date: June 18th, 2018

Scenario #3

Click to play  

Human Body As Interface: Wearable technology that

transforms how we interact with the wider world.

Potential value of wearable tech industry within three years.

Source: Credit Suisse

$50bn

1. AR contact lenses C.M.T Ghent University

2. Advanced Motion Tracking Microsoft / Kinect 2.0

3. Projected Interfaces Google Creative Lab, Berg / Lamps

Media silos will become redundant

What happens when your social content strategy becomes your OOH strategy?

Plan for the physical graph…

Could every physical product become its own media channel?

Avoid visual spam

Life should not be one long commercial break.

Q. So where does all this leave us now?

Q. So where does all this leave us now? A. On the brink… (and that’s a good thing)

But finally, before we go…

Thanks.

paul@contagiousmagazine.com james.kirkham@holler.co.uk