next frontiers of marketing: virtual & mixed reality, artificial intelligence & cognitive
TRANSCRIPT
Next frontiers of marketing
Virtual & mixed reality, Artificial intelligence & cognitive
RORI DUBOFF @RDUBOFF
GLOBAL HEAD OF STRATEGY
MEDIA
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
BRANDEXPERIENCE
STRATEGIES
Rori DuBoff May 2016
MEDIA
Digital
1990s
INTERACTION
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
Two-waycommunication,
transactions via
Web/Internet
BRANDEXPERIENCE
STRATEGIES
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
Rori DuBoff May 2016
MEDIA
Digital
1990s
INTERACTION
Social
Group conversations, collaborations
via shared networks
2000s
COMMUNITY
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
Two-waycommunication,
transactions via
Web/Internet
BRANDEXPERIENCE
STRATEGIES
• User-generated content/tools
• Influencer marketing
• Social commerce
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
Rori DuBoff May 2016
MEDIA
Digital
1990s
INTERACTION
Social
Group conversations, collaborations
via shared networks
2000s
COMMUNITY
Mobile
Cross PlatformMulti device,
Internet of Things
2010s
CONNECTIVITY
One-way advertising
via TV, radio,
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
• User-generated content/tools
• Influencer marketing
• Social commerce
Two-waycommunication,
transactions via
Web/Internet
BRANDEXPERIENCE
STRATEGIES
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
• Location-based
• Mobile Apps• Wearables &
smart objects• MCommerce
Rori DuBoff May 2016
MEDIA
Digital
1990s
INTERACTION
Social
Group conversations, collaborations
via shared networks
2000s
COMMUNITY
Mobile
Cross PlatformMulti device,
Internet of Things
2010s
CONNECTIVITY
2015
Virtual
• First person narrative
• Interactivity, Haptics & HMDs
• Gaming• AR & MR
360 presence inside a multi-
sensory computer simulated
world
IMMERSION
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
• User-generated content/tools
• Influencer marketing
• Social commerce
Two-waycommunication,
transactions via
Web/Internet
BRANDEXPERIENCE
STRATEGIES
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
• Location-based
• Mobile Apps• Wearables &
smart objects• MCommerce
Rori DuBoff May 2016
Virtual & Mixed Reality is the next Internet platform
The market will grow from practically nothing today to $150 billion by 2020 (Digi-Capital)
Predicted to scale 6x faster than the iPhone (The Next Web)
Rori DuBoff May 2016
24 million headsets sold annually by 2018 (from 2.5 million in 2015)
500 million headsets sold annually by 2025
$1 million to create one VR device in 1990($700 in 2016)
Source: Wired 2016
Cinematic VR Cinematic VR 360 video360 video
Immersive VRImmersive VRFull presenceFull presence
360 panoramic viewing of images, video, animations
Computer simulated 3D environment which creates the sensation of being physically present and enables interaction
Virtual Reality (VR)
Google Cardboard - $360 Facebook, 360 YouTube - $Samsung Gear - $$
Oculus $$$HTC Vive $$$Sony PlayStation - $$$
DEVICES & PLATFORMS (& COST)
Higher Reach Lower ReachRori DuBoff May 2016
Cinematic VR – 360 Journalism: NY Times
OVER 1.5 MILLION DISRTIBUTED SINCE NOV 2015Rori DuBoff May 2016
Cinematic VR – 360 Video: McDonald’s
Rori DuBoff May 2016
GOOGLE CARDBOARD-- RETAIL
Immersive Virtual Reality (VR)Experience what you can’t do in real life
It’s like learning about a new function of your body or something. It’s totally surreal to be able to just trick yourself into believing you’re somewhere else (Aaron
Koblin, Vrse)
Get super-powers to live fantasies
Fly in the air, achieve superhuman strength/speed, create magic
Connect closely with people from anywhere
Interact with families/colleagues/friends and experience a shared virtual reality
Engage in physical activity without harm
Train for sports, fight simulations, games, competitions
Explore remote, unreachable places Land on Mars, swim with sharks underwater, jump of mountain peaks
Rori DuBoff May 2016
Immersive VR: Entertainment
Immersive VR: Education
Immersive VR: Sports Events
SPORTS APPAREL
Immersive VR: Haptic SenseperiencesWearable Technologies & Haptics:
Hand, Body, Face Tracking, Motion capture, Depth Sensing, Body Sensors
Rori DuBoff May 2016
Social VR‘Imagine sharing not just moments but entire experiences and
adventures. This is a new communication platform’ - Mark Zuckerberg
Rori DuBoff May 2016
Cinematic VR Cinematic VR 360 video360 video
Google Cardboard - $360 Facebook, 360 YouTube - $Samsung Gear - $$
Rori DuBoff / May 2016
Higher Reach
Immersive VR Immersive VR
Full presenceFull presence
Oculus $$$, HTC Vive $$$Sony PlayStation - $$$ Lower Reach
360 panoramic viewing of images, video, animations
Computer simulated 3D environment which creates the sensation of being physically present and enables interaction
Mixed/HybridMixed/HybridReality Reality
AugmentedAugmentedRealityReality
Blending real & virtual worlds (physical & digital) to generate hybrid realities
An added layer of digital content super-imposed onto the real world
Blippar - $Google Glass - $$
Microsoft Hololens -- $$$$Meta - $$$$Magic Leap - $$$$
Higher Reach Lower Reach
Mixed Reality (MR)Virtual Reality (VR)
DEVICES & PLATFORMS (& COST)
Rori DuBoff May 2016
Mixed Reality
MEDIA
Digital
1990s
INTERACTION
Social
Group conversations, collaborations
via shared networks
2000s
COMMUNITY
Mobile
Cross PlatformMulti device,
Internet of Things
2010s
• Location-based
• Interoperable• Wearables &
smart objects• MCommerce
CONNECTIVITY
2015
Virtual
360 presence inside a multi
sensory computer simulated
world
IMMERSION
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
Two-waycommunication,
transactions via
Web/Internet
BRANDEXPERIENCE
STRATEGIES
• User-generated content/tools
• Influencer marketing
• Social commerce
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
• First person narrative
• 3D Interactivity & Haptics
• Gaming• Augmented
Tech
Rori DuBoff May 2016
MEDIA
Digital
1990s
INTERACTION
Social
Group conversations, collaborations
via shared networks
2000s
COMMUNITY
Mobile
Cross PlatformMulti device,
Internet of Things
2010s
• Location-based• Mobile Apps• Wearables &
smart objects• MCommerce
CONNECTIVITY
2015
Virtual
• First person narrative
• Interactivity, Haptics & HMDs
• Gaming• AR & MR
360 presence inside a multi
sensory computer simulated
world
IMMERSION
One-way
advertising via
TV, radio, print
1900s
• Product positioning
• Promotions• Placements
PROMOTION
Traditional
The Evolution of Media
Two-waycommunication,
transactions via
Web/Internet
• User Interfaces
• Rich media• Real-time
content• Personalizati
on• Ecommerce
BRANDEXPERIENCE
STRATEGIES
2025
• User-generated content/tools
• Influencer marketing
• Social commerce
Artificial intelligence
Bridging the physical &
digital divide, generating
new solutions• AI: EQ & IQ• Machine
learning• Lifestyle
Robotics/Bots/Humanoids
• Mixed Realities
PROGRESSION
Rori DuBoff May 2016
Virtual Reality & Artificial Intelligence
Artificial Intelligence
Artificial intelligence (AI) is the ability of
a computer to perform tasks
that usually require human intelligence.
Eventually, to think like a human.
Rori DuBoff May 2016
Artificial Intelligence: Cognitive Systems The adoption of AI by companies
will be necessary in order for them to stay in business - - Goldman
Sachs
IBM has committed 1 Billion to commercializing ‘Watson’ –
the cognitive computing platformRori DuBoff May 2016
Accelerated Intelligence
Havas’ cognitive products solutions and services division.
+ =New StrategiesNew ServicesNew ProductsNew User ExperiencesNew Partnerships
Havas + IBM Watson = Cognitive
Rori DuBoff May 2016
Personal Robotics
Rori DuBoff May 2016
Virtual Assistants & Chatbots
Rori DuBoff May 2016
IBM System 360
CogniToys
Rori DuBoff May 2016
AI & Mixed Reality
Rori DuBoff May 2016
35
IN CONCLUSION
NOW
STORYTELLING
OBSERVER
VIEWING 2D SCREENS
VIRTUAL & AUGMENTED
AUTOMATION
CLICKS & LIKES
NEXT
STORYLIVING
PARTICIPANTINSIDE 3D
EXPERIENCES MIXED REALITIES
(SYNTHETIC or HYBRID)ARTIFICAL
INTELLIGENCEWINKS & SMILES
Rori DuBoff May 2016
RORI DUBOFF @RDUBOFF