1. 10 Media Trends For 2017
and Beyond
Tom Goodwin, EVP, Head of Innovation, Zenith USA

2. ‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

3. Things have never changed so fast before.

5. And will never change so slowly again.

6. Not everything is changing.

9. More unpredictable

10. Some changes bring threats.
Some opportunities.

11. My job is to provoke a debate about this.
( And advise Clients)

13. ‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

15. Video

16. Social

17. Commerce

18. Content Marketing

19. “We look at the present through a rear-view mirror. We
march backwards into the future.”
Marshall McLuhan

20. Era 1: Old Media - Old Ads
Era 2: New Media - Old Ads
Era 3: New Media - New Ads

21. We need to work around possibilities.
Not assumed constraints

22. ‹#›
Today
{25 mins
Hello
Context Of Change
10 Themes to Inspire
? Q&A

23. 23
1

24. 24
More stuff than ever
Media Reder Report, 2016

25. 25
And more…………
Media Reder Report, 2016

26. Our phones have created media moments

27. 27
We now have 31 Hours in a day?

28. 28
Yet we will consumer even more???

29. Takeouts.
• Grabbing meaningful attention is the greatest challenge.

30. Digital Disappears2

31. 31

39. Takeouts.
• Ideate for a world where “Digital” is oxygen, it’s not a thing, it’s
everything

40. Horizontalization of Media
3

42. Customer
interfaces
Content
Brands
Content
Makers

49. Takeouts.
• Forget silos of the past.
• Think of a world of abundant screens.
• All screens and media become digital.
• Everything becomes a context, not a screen

50. Lines Blur4

54. What is TV?
Screen we watch?
Context for consumption?
Delivery mechanism?
Show length?
Show quality?

55. Takeouts.
• Move on from boring pointless discussions.
• Focus on making world class content that’s right for the context

56. More Intimate Screens and Data
5

57. Movie
theatre

58. TV

59. Desktop

60. Mobile

61. Takeouts.
• Build around new possibilities, not reduce around constraints.
• Intimate data not big data. Intent not demographics.

62. New Realities6

64. The First VR

65. The First AR

66. MR?

69. Takeouts.
• VR maybe won’t change our lives
• MR could more.
• But both offer amazing ways to connect and new ways to think around
advertising.

70. The Predictive Web
7

75. Takeouts.
• Think how advertising and customer service can be personal, helpful
and anticipatory.

76. Bifurcation of Retail
8

77. Shopping
Buying
Vs
The efficient, unmemorable attaining of
stuff.
The experience, entertainment and
delight of retail.

78. “For every action, there is an equal and
opposite reaction”
Isaac Newton

79. “For every action, there is an equal and
opposite reaction”
Isaac Newton

80. “For every action, there is an equal and
opposite reaction”
Isaac Newton

81. “For every action, there is an equal and
opposite reaction”
Isaac Newton

82. Buying

89. The purchase funnel a swipe/press

90. Shopping

95. Takeouts.
• Be wary of the middle.
• Make things easy or delightful

96. Vanishing Interfaces, new inputs 9

97. IM

98. Gesture

99. Voice

100. 100

101. Movement away from screens?

102. Takeouts.
• Think of new interactions with ads and brands.

103. AI
10

104. AI + IM = Bots

105. AI

106. Final Thoughts

107. Learn from the past.
But look Forward Not Back

108. Trust Your Heart
Be Comfortable With Ambiguity.

109. Best Time Ever to Work in Advertising.

110. @tomfgoodwin