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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
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…
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