The proliferation of inexpensive screens combined with hyper-connectivity have brought about a society that is focused on multitasking. Unfortunately, while we as humans can be aware of several things at once our brains can only truly focus on one thing at a time. How is advertising impacted by a society that is always on and always connected? We have been communicating with objects ever since we could speak. It's only been in the last decade or so that common mundane objects have been able to talk back to us. In this presentation, you will discover how the use of networked bespoke sensor-embedded objects will forever change your perception of the world.

1. I’m Speaking
&
Nobody is Listening
image adrianlkj.blogspot.de
Tribal DDB Berlin | 13.09.2012
@jeremytai slideshare.com/jeremytai linkedin.com/jeremytai jeremy abbett

2. What’s The First Thing
Jeremy Abbett | jeremy.abbett.net | twitter: jeremytai
You Reach For In The
Morning?
a. your bed partner
b. yourself
c. your mobile

4. DON’T BE
A DI*K
DURING MEALS
WITH FRIENDS.

5. 1) The game starts after
everyone has ordered.
2) Everybody places
their phone on the table
face down.
3) The first person to flip
over their phone loses
the game.
4) Loser of the game pays
for the bill.
image flickr user gabenl
The Rules

6. Hyper-connectivity is
the single most important trend
in today's world.
- Thomas Friedman
Thomas Friedman, columnist for the New York Times, essay “A Theory of Everything (Sort of)”, 2011

7. Why We Got Here
What’s Being Done
How To Move Forward

8. image flickr user jeremytai

12. Jeremy Abbett | jeremy.abbett.net | twitter: jeremytai

13. Why We Got Here
What’s Being Done
How To Move Forward

14. What is Awareness?
advertising’s core
function?
RLY?

17. Today
ca. 1.7 billion* use
the Internet
*source Internet World Stats

18. image caroline mcswain

19. Is this spot
reserved for
your friend or
a brand?

20. 2020
Billions & billions
of Internet connected
devices

21. Billions and billions of
Internet connected devices
in 9 years
ca. 1.7 billion*
use Internet
today
*source Internet World Stats
Truth Dare Double Dare

22. cre ens
ce of S
nd an
he Abu
T
90%
of all media interactions
are screen based
Source: Google/Ipsos/Sterling, 2012

23. cre ens
ce of S
nd an
he Abu
T
of our daily media
38% interactions are
on smartphones
Source: Google/Ipsos/Sterling, 2012

24. Old Thinking
x Behavior
New Technology
=
Fail

25. RLY?

26. Why We Got Here
What’s Being Done
How To Move Forward

27. Alster Running
Truth Dare Double Dare

30. Into Now

33. Home Sweet Home

34. Vattenfall (Idea)
Truth Dare Double Dare

35. Truth Dare Double Dare

36. Xylobands

39. Precious

41. Stanley

42. Why We Got Here
What’s Being Done
How To Move Forward

43. Jeremy Abbett | jeremy.abbett.net | twitter: jeremytai
Your comfort zone
Where the
magic happens

44. Creative firms of all kinds
(including ours) know that they
must evolve at LEAST as fast as
the world is changing around them.
- Tom Kelley, IDEO
Truth Dare Double Dare

45. People Don’t Differentiate
Between Analog And Digital.
Whatever Meh

46. Their Main Interest
Is In The Story
Awesome! For The Win!

47. SMALL NUMBER
OF ENGAGED
VS. MASS OF
image flickr user praveenpn4u
DISENGAGED
Truth Dare Double Dare

48. Source: Albion London Truth Dare Double Dare

49. JUMP FENCES
Truth Dare Double Dare

52. Why: Cloud computing, inexpensive smartphones and platforms combined
with the feeling of “I have to be up-to-date 24/7” / Continual partial attention.
What: Objects that are embedded with sensors and networking capabilities
in a pervasive computing era.
How: Get to know your user / work backwards thereby, focussing first on the
small number of engaged. Jumping those fences....Get your hands dirty!
Thank You. jeremy@abbett.net twitter.com/jeremytai
Jeremy Tai Abbett http://jeremy.abbett.net slideshare.net/jeremytai