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My deck from Guardian Changing Media Summit - London March 16th 2017
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My deck from Guardian Changing Media Summit - London March 16th 2017
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.
4.
5.
And will never
change so slowly again.
6.
Not everything is
changing.
7.
8.
9.
More unpredictable
10.
Some changes bring
threats. Some opportunities.
11.
My job is
to provoke a debate about this. ( And advise Clients)
12.
13.
‹#› Today {25 mins Hello Context Of
Change 10 Themes to Inspire ? Q&A
14.
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
32.
33.
34.
35.
36.
37.
38.
39.
Takeouts. • Ideate for
a world where “Digital” is oxygen, it’s not a thing, it’s everything
40.
Horizontalization of Media 3
41.
42.
Customer interfaces Content Brands Content Makers
43.
44.
45.
46.
47.
48.
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
51.
52.
53.
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
63.
64.
The First VR
65.
The First AR
66.
MR?
67.
68.
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
71.
72.
73.
74.
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
83.
84.
85.
86.
87.
88.
89.
The purchase funnel
a swipe/press
90.
Shopping
91.
92.
93.
94.
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
Download now