Download pdf - The Future of Advertising: Gerd Leonhard at Adtech London 2010

Gerd Leonhard Media Futurist / The Futures Agency

Global Advertising Futures - the next 3 years

Advertising is following Media.


Advertising

Ads

...on dozens of platforms


Targeting becomes... a matter of science

Targeted. Timely. Wanted. Valuable. 100% trackable.



Data is the new Oil

Image licensed from sevensheaven.nl


....and it’s the users that generate the Oil.


Next-generation Advertising will depend on a steady flow of legal, clean and safe Oil


Mining, Pumping, Refining, Distributing, Disbursing - Permission and Trust is Key


Privacy is now an Action.


The need for precise audience targeting will pay for a lot of ‘Feels Like Free’ Content


As in Media, an increasing number ofAdvertisers will “Go Direct”


@vertising becomes WithVertising


The anti-example...


Transparency and Openness are not binary issues


And good storytelling will matter more than ever before


Media Buying ~ Media Sharing ~ Media Earning


Social media’s lesson: interaction before transaction


It all starts with talkable brands


Branding becomes “Banding”


Total Real-Life “MeatSpace”and ‘Online’ Convergence


The mobile revolution: as important as the printing press

Mobile Broadband probably means the End of Advertising as we know it


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


Soon: the total convergence of Broadcast & Broadband


If Advertising really becomes Content....


From watering cans to sprinkler systems


Where will you put your money...?


Get ready for the Tribalization of Business.


www.mediafuturist.com @gleonhard

Thanks for your time!

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