the future of advertising: gerd leonhard at adtech london 2010
Post on 17-Oct-2014
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My presentation at AdTechUK 2010 in London: Global advertising futures - the next 3 yearsWith the rapid increase in mobile broadband and the fact that 'the other 3 Billion' are now quickly coming online, the dramatic rise of social media and the global proliferation of next-generation mobile devices, advertising and marketing is changing rapidly. From the very definition of 'advertising' to the creation and design of what we used to call 'campaigns' to the metrics of success down to the very definition of who will pay whom for what, the future is being redefined right now. Gerd Leonhard will show the key trends and most interesting examples from around the globe, and will present some foresights on where things are going in the next 3 years.TRANSCRIPT
Gerd Leonhard Media Futurist / The Futures Agency
Global Advertising Futures - the next 3 years
Advertising is following Media.
Gerd Leonhard Media Futurist / The Futures Agency
Advertising
Ads
...on dozens of platforms
Gerd Leonhard Media Futurist / The Futures Agency
Targeting becomes... a matter of science
Targeted. Timely. Wanted. Valuable. 100% trackable.
Gerd Leonhard Media Futurist / The Futures Agency
Gerd Leonhard Media Futurist / The Futures Agency
Data is the new Oil
Image licensed from sevensheaven.nl
Gerd Leonhard Media Futurist / The Futures Agency
....and it’s the users that generate the Oil.
Gerd Leonhard Media Futurist / The Futures Agency
Next-generation Advertising will depend on a steady flow of legal, clean and safe Oil
Gerd Leonhard Media Futurist / The Futures Agency
Mining, Pumping, Refining, Distributing, Disbursing - Permission and Trust is Key
Gerd Leonhard Media Futurist / The Futures Agency
Privacy is now an Action.
Gerd Leonhard Media Futurist / The Futures Agency
The need for precise audience targeting will pay for a lot of ‘Feels Like Free’ Content
Gerd Leonhard Media Futurist / The Futures Agency
As in Media, an increasing number ofAdvertisers will “Go Direct”
Gerd Leonhard Media Futurist / The Futures Agency
@vertising becomes WithVertising
Gerd Leonhard Media Futurist / The Futures Agency
The anti-example...
Gerd Leonhard Media Futurist / The Futures Agency
Transparency and Openness are not binary issues
Gerd Leonhard Media Futurist / The Futures Agency
And good storytelling will matter more than ever before
Gerd Leonhard Media Futurist / The Futures Agency
Media Buying ~ Media Sharing ~ Media Earning
Gerd Leonhard Media Futurist / The Futures Agency
Social media’s lesson: interaction before transaction
Gerd Leonhard Media Futurist / The Futures Agency
It all starts with talkable brands
Gerd Leonhard Media Futurist / The Futures Agency
Branding becomes “Banding”
Gerd Leonhard Media Futurist / The Futures Agency
Total Real-Life “MeatSpace”and ‘Online’ Convergence
Gerd Leonhard Media Futurist / The Futures Agency
The mobile revolution: as important as the printing press
Mobile Broadband probably means the End of Advertising as we know it
Gerd Leonhard Media Futurist / The Futures Agency
Source: engadget.com
TV 2.0: the exact content when and how I want - plus my ads that could be of real interest to me
Gerd Leonhard Media Futurist / The Futures Agency
Soon: the total convergence of Broadcast & Broadband
Gerd Leonhard Media Futurist / The Futures Agency
If Advertising really becomes Content....
Gerd Leonhard Media Futurist / The Futures Agency
From watering cans to sprinkler systems
Gerd Leonhard Media Futurist / The Futures Agency
Where will you put your money...?
Gerd Leonhard Media Futurist / The Futures Agency
Get ready for the Tribalization of Business.
Gerd Leonhard Media Futurist / The Futures Agency
www.mediafuturist.com @gleonhard
Thanks for your time!