the future of advertising and how to make it work for you today
TRANSCRIPT
The Future of Advertising. And how to Make it Work for You Today.
@AdNerds#FollowFridaysFriday, December 4
Google knows everything. Google never ever forgets.
Picture ‘Eye of God’ by Veltro23 on Flickr
Andrew Feldmar, Psychologist
“Canadian Psychologist Who Used LSD Forty Years AgoPermanently Barred from Entering U.S.”
Brent Noorda, CEO RadioWeave
I don’t think there are creepy devices,I think there are creepy people.
“”
Online & Connected Concerts.
Picture by From TheNorth on Flickr
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
Danilo De Rossi
Smartex
The Social Web
MarkZuckerberg
StephenWolfram
Wolfram Alpha
TrevorEdwards
Nike+
AlexanderTokmanMicrovision
The Pervasive Web
The Semantic Web
DELifeAffective Computing
™
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
...
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
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
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
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><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
Emotion detected
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
An every day emotion
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
He was clearly happy
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
It was definitely John
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
Detected in JohnTVshow.avi movie
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
Proof in the TV shows data
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
Satisfaction at a level of 80%
A movie of John enjoying a TV show...
<emotionml>
<emotion><category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" uri="file:john.vcard"/><link role="expressedBy" uri="file:johnTVshow.avi" start="10s" end="15s"/>
<link role="triggeredBy" uri="file:tvshows.xml#Friday"/><intensity value="0.8"/>
<modality mode="face"/>
</emotion></emotionml>
Detected from his face expression
A movie of John enjoying a TV show...
Fabric as a data-collection medium
wealthy
heart rateperspiration
temperature
respiration
movement
posture
Fabric as a data-collection medium
wealthy
heart rateperspiration
temperature
respiration
movement
posture
AlexanderTokmanMicrovision
™
Danilo De Rossi
Smartex
The Social Web
The Pervasive Web
The Semantic Web
DELifeAffective Computing
MarkZuckerberg
StephenWolfram
Wolfram Alpha
TrevorEdwards
Nike+
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.
“
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".
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