inspire 1012 - living in a material world
DESCRIPTION
Living in a Material World: Keynote from DG MediaMind's Inspire 2012 in Munich looking at the need for technology to disappear into the environment organically to be more acceptable by consumers to address marketing concerns and build a symbiotic relationship between brand and consumer.TRANSCRIPT
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@DeanGlobal Head of Innovation
Donaldson
Living in a material world
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Smart Appliances
© 2010 MediaMind Technologies Inc | All rights reserved
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Beyond the Browser
In 2012 there will be more networked devices then humans on the planet
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second life
© 2010 MediaMind Technologies Inc | All rights reserved
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Living in a Ubiquitous World
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Living in a Ubiquitous World
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next?
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E=MC2consumer = clicks
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[ targeted consumer ]
© 2010 MediaMind Technologies Inc | All rights reserved
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is but a twinkle in the eyetechnology
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disconnected
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comfortableconsumer
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homecoming
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centreconvenienceat the
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design vs desire
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License to think
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In Car Advertising
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In Car Advertising
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In Car Advertising
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cold concepts
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TECHNORETRO
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warm & inviting
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mass media
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activeengagement
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old newmediatraditional
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off onTV | PC
lean back | forwards
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lean back?
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lean forwards?
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socialinteraction
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50”
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50%of under 15’s by 2015 will all use
touchscreens
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do you ‘mind’?
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6xpenetration
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Last year, more data was generated by individuals than in the entire history of mankind through 2010.
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Internet = 6 Petabytes6Eb6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET
GLOBAL MOBILE DATA
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Media migration
‣Personal TVVOD across multiple devices
Locations tailored to individual
‣Web TVComputer as interactive TV set
User generated content
‣Digital TVTV set as display device
High Definition architecture
‣Analogue TV Centralized, passive, limited choice
Single location viewing
2010
1980
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amazoncompareinstantly
© 2010 MediaMind Technologies Inc | All rights reserved
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visualization of search© 2010 MediaMind Technologies Inc | All rights reserved
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80%
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“”
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2017How may I help you,
human?
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internet of thingsconnected
>
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Sensory surround
((((© 2010 MediaMind Technologies Inc | All rights reserved
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Smart Paper
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ePackaging
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ePackaging
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Smart Clothes
© 2010 MediaMind Technologies Inc | All rights reserved
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Smart Scents
© 2010 MediaMind Technologies Inc | All rights reserved
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ePOS© 2010 MediaMind Technologies Inc | All rights reserved
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UbiComp
The Third Wave
Ubiquitous Computing© 2010 MediaMind Technologies Inc | All rights reserved
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∞=1© 2010 MediaMind Technologies Inc | All rights reserved
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1=1© 2010 MediaMind Technologies Inc | All rights reserved
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∞1={ ubiquitous computing (ubicomp) }
© 2010 MediaMind Technologies Inc | All rights reserved
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Smart Tags
RFID© 2010 MediaMind Technologies Inc | All rights reserved
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20121 TRILLION
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identifiablepersonally
© 2010 MediaMind Technologies Inc. | All rights reserved
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Science Fiction or Fact?
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Science Fiction or Fact?
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Personal Identification Device (PID)
= targeted ads
Science Fiction or Fact?
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[data]© 2010 MediaMind Technologies Inc | All rights reserved
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systempayment
2016
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Cashless Generation
84%
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$€£
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point of engagement
touchpointsinteraction transaction
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2-wayComms
AudioVisualWiFi
BlueTooth
NFC
?
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Interact
© 2012 Digital Generation Inc. All rights reserved.
HD Ad
Retarget
5% off
Retarget10% off
Purchase
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Modern Family Viewing
42%use SmartPhone or Tablet whilst watching TV
DAILY
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0% 15% 30% 45% 60%
60%
46%
42%
30%
29%
19%
13%
Checking Email
Surfing for unrelated info
Visiting Social Networking site
Checking sports scores
Looking up info related to content
Looking up content related to Ad
Looking for coupon/deal related to Ad
© 2012 Digital Generation Inc. All rights reserved.
Dual Screen Activities
Nielsen Q2 2011
What are Tablet and SmartPhone Users doing whilst watching TV?
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Dual Screen Activities
Yahoo / Razonrfish Q4 2011
25%Consumers go online after seeing TV ad
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content recognitionautomaticACR
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Client-Side Solution
Spot ID = Ad ID
>10 Secs
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Server-Side Solution
Spot ID = Ad ID
<2 Secs
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2.34% CTR
115,28217.4% WATCHED FULL 3 MIN VIDEO
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Text
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whateverwheneverwherever
convergence
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focusdataon
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< start-up >“conversation”
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tech in harmony
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917.640.3095
@deandonaldson
@mediamind@dgitnetwork
thank you!