Perceptive media

FROM ASSUMPTIVE TO PERCEPTIVE MEDIA

Friday, November 16, 12

“Half of my marketing budget is wasted, I just
don’t know which half.”

John Wannamaker

11.15.12 - From Assumptive to Perceptive Media PAGE 2


The Problem

ADVERTISING IS INHERENTLY INEFFICIENT.



ASSUMPTIVE MEDIA


FOR 150 YEARS,
WE’VE CREATED
ADS BASED ON
ASSUMPTIONS,
GUESSWORK AND
HUNCHES.



THE RESULT TARGET
INNOCENT BYSTANDER

INEFFICIENCY, INACCURACY AND
COLLATERAL DAMAGE


Your consumer sees 5000
messages each day. You are lucky
if they remember 5.

11.15.12 - From Assumptive to Perceptive Media PAGE


DIGITAL IS NO BETTER



Just because my friends like something, is it
safe to assume that I do too?



PREDICTIVE MEDIA


USING HISTORICAL DATA
PREDICT FUTURE BEHAVIOR



WE NOW HAVE ACCESS TO
MASSIVE AMOUNTS OF DATA



DATA IS THE NEW CREATIVE BRIEF



PERCEPTIVE MEDIA



PERSONALIZED AND/OR DYNAMIC CONTENT
BASED ON WHO YOU ARE AND WHAT YOU ARE
DOING OR SAYING.



STEP #1 EXPLICIT DATA


STEP #2 IMPLICIT DATA


STEP #3 PERCEPTIVE DATA


STEP #4 TYING IT ALL TOGETHER


SOCIAL DATA

CAMERA DYNAMIC CONTENT

PREFERENCES

RECOGNITION

BEHAVIOR
MICROPHONE

COMMUNITY



FORM


THE ENVIRONMENT


EYE CONTACT/GAZE


SOCIAL GRAPH

EYE CONTACT


APPROACH

PRIVACY CONCERNS


PRIVACY

VALUE

UK STUDY

84% of consumer said they were very
concerned about privacy.

The same percentage said they would
be willing to give away their personal
data for cash or rewards.



APPROACH

USING DATA FOR GOOD


APPROACH

STORY-TELLING

WE CAN’T LOSE SIGHT
OF STORY-TELLING.



APPROACH

STORY-TELLING

ENTERTAINMENT UTILITY

SOCIAL
COMMUNITY
DATA



APPROACH

STORY-TELLING

CONTENT

+ CONTEXT



THANK YOU


Perceptive media

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Perceptive media