The document discusses various topics related to the future of advertising including how advertising has changed and will continue to change as the world becomes more online and connected. It explores how social media, wearable technology, data collection, and personalized/targeted advertising will impact advertising. It also provides examples of how some early adopters are seeing success by embracing these changes.

1. @AdNerds#FollowFridays
Friday, December 4
The Future of Advertising.
And how to Make it Work for You Today.

2. The Future
is BRIGHT or
Black as the NIGHT.

3. The Future
is BRIGHT or
Black as the NIGHT.

4. Google knows everything. Google never ever forgets.
Picture ‘Eye of God’ by Veltro23 on Flickr

5. “Canadian Psychologist Who Used LSD Forty Years Ago
Permanently Barred from Entering U.S.”
Andrew Feldmar, Psychologist

7. Just Google it.

10. “ I don’t think there are creepy devices,
I think there are creepy people.
”
Brent Noorda, CEO RadioWeave

11. There is both good and bad in all people and all things.

12. The Future
is ONLINE,
CONNECTED.

13. The Future
is ONLINE,
CONNECTED.

14. Online & Connected Concerts.
Picture by From TheNorth on Flickr

15. Live and Digital Music Teaming up to Rock your Life.

16. Mobile & Wireless Healthcare Delivery.

19. Mario Gianotti, M.D. at Memorial Hermann, Houston

20. Airstrip Critical Care

23. Online & Connected Cars.

26. VAIL

28. Autonomous Driving.

31. Travolution.

32. Travolution.

33. Sociable Car, Senseable City.

35. The FUTURE
of ADVERTISING.

36. The FUTURE
of ADVERTISING.

37. Advertising has already changed into something else.
“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
Education in Interactive Design, Communication and
Digital Business Management, Sweden
Digital / Interactive Education, Sweden
Programs and Courses 2009

38. Howest, Kortrijk.

39. The Semantic Web
The Social Web
Affective Computing
DELife
The Pervasive Web
™
Mark Trevor Stephen Alexander Danilo
Zuckerberg Edwards Wolfram Tokman De Rossi
Facebook Nike+ Wolfram Alpha Microvision Smartex

40. The Social Web
Mark
Zuckerberg
Facebook

41. We are all connected

43. The Pervasive Web
Trevor
Edwards
Nike+

44. Kilometers you run
Where you run
When you go running
With whom you go running
How often you go running
Calories you burn
Music you prefer
Average, minimum and maximum pace
Ups and downs
...

45. Simply put, there are two types of data
user data non-user data

46. We are all connected & wired

47. There is an incredible amount of open data
crime wikipedia
advertising calendar
dictionary
weather
health public transport
financial medical
location
vegetation federal yellow pages
shopping social maps
entertainment
US postal services news

48. The smartest sensor out there, right now
Cellular GPS Sensor
Wifi Digital Compass
Accelerometer Video Recording
Proximity Sensor Camera
Ambient Light Sensor Audio Recording

49. The Semantic Web
Stephen
Wolfram
Wolfram Alpha

50. What exactly makes the smart phone smart?

51. The Internet.

52. The Internet. The semantic web.
RDF
OWL GRDDL
SWRL
SPARQL
POWDER

53. 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

55. DELife
™
Alexander
Tokman
Microvision

56. 1999: wearable computer

57. 10 years later
Pranav Mistry: The thrilling potential of SixthSense technology, TED

58. 10 years later
Pranav Mistry: The thrilling potential of SixthSense technology, TED

59. ™

60. Wearable Displays
Helmet-Mounted Display

61. Wearable Displays
See-Through Eyewear Display

62. Wearable Displays
Mobile Device Eyewear

63. Mobile Device Eyewear
+

64. Terminator Vision.

65. Terminator Vision.

66. Terminator Vision.

67. Terminator Vision.

68. HET: Human Enhancement Technology.

70. Dr. Babak Parviz, University of Washington, Seattle

71. Affective Computing
Danilo
De Rossi
Smartex

72. 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 2008
Picture by Amir Rijaveck on Flickr

73. A movie of John enjoying a TV show...

74. 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.

75. 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>

76. A movie of John enjoying a TV show...
Emotion detected
<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>

77. A movie of John enjoying a TV show...
An every day emotion
<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>

78. A movie of John enjoying a TV show...
He was clearly happy
<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>

79. A movie of John enjoying a TV show...
<emotionml>
It was definitely John
<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>

80. A movie of John enjoying a TV show...
<emotionml>
<emotion> in JohnTVshow.avi movie
Detected
<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>

81. A movie of John enjoying a TV show...
<emotionml>
<emotion>
Proof in the TV shows data
<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>

82. A movie of John enjoying a TV show...
<emotionml>
<emotion>
<category set="everydayEmotions" name="happiness"/>
Satisfaction at a level of 80%
<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>

83. A movie of John enjoying a TV show...
<emotionml>
<emotion>
<category set="everydayEmotions" name="happiness"/>
<link role="experiencedBy" face expression
Detected from his 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>

84. Fabric as a data-collection medium
heart rate
perspiration
respiration
movement
temperature
posture
wealthy

85. Fabric as a data-collection medium
heart rate
perspiration
respiration
movement
temperature
posture
wealthy

86. The future of
Advertising is Online
and Connected.

87. The future of
Advertising is Online
and Connected.

90. 4. Billboards will be abolished.

92. The Semantic Web
The Social Web
Affective Computing
DELife
The Pervasive Web
™
Mark Trevor Stephen Alexander Danilo
Zuckerberg Edwards Wolfram Tokman De Rossi
Facebook Nike+ Wolfram Alpha Microvision Smartex

93. The Semantic Web
The Social Web
Affective Computing
DELife
The Pervasive Web

94. 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.

95. A Couple of things
to CHEW on.

96. A Couple of things
to CHEW on.

98. Soc
iety
has
cha
nge
d.

99. “ When we change the way we communicate,
we change society.
”
Clay Shirky, Professor New Media, City University of New York

101. 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.

102. 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".

103. Adv
erti
sing
into has
som alrea
ethi dy c
ng e han
lse. ged

104. Should you join the social media zeitgeist
or dabble around the edges in a wait-and-see stance?

105. maxit.microsite.be

106. maxit.microsite.be

107. maxit.microsite.be

108. maxit.microsite.be

109. maxit.microsite.be

110. Traditional Facebook
{
40.000
15.645
30.000
35.902 20.257 20.000
10.000
0
2009

111. Time spent.
00:09:01

112. There are many success stories∞…
$3 mio on Twitter +800% sales brand perception change

113. Now there is proof

114. Now there is proof

115. Now there is proof

116. 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

117. Lessons from the mavens
Organization
Social Media Teams
Social Media Guidelines
Social Media Company Culture

118. Lessons from the mavens
Takeaways
Emphasize 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.