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Addressable Advertising

Date post: 12-Jan-2015
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In a ubiquitous world: As we enter the third wave of computing known a UbiComp, technology will shrink in size, increase in power and ultimately disappear into the background of our every day lives. A whole new infrastructure will see using miniature remotely powered wireless computers interfaced with sensors as opposed to keyboards. As RFID gets set to link every product on the planet to the Net through near field communication and GPS, it will allow the collation of unparalleled levels of data of consumer habits both in and out of the home. Always connected and always aware, privacy could become a thing of the past. What does this mean for the future of contextual and location-based advertising; where are we at and what can we expect? Will this finally bring the utopia that is being sought by marketers to answer conclusively which 50% of their media dollars are being wasted - and if so at what price to humanity? The writing is on the wall... See http://NothingToHide.Us
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© 2008 Eyeblaster. All rights reserved Dean Donaldson Director of Digital Experience January 2010 in a ubiquitous world advertising addressable
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Page 1: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Dean DonaldsonDirector of Digital Experience

January 2010

in a ubiquitous worldadvertising

addressable

Page 2: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Living in a Ubiquitous World

Page 3: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

The future?

Page 4: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Half the money I spend on advertising is wasted

but I can never find out

which halfJohn Wanamaker, Pioneer of Department Stores, 18 77

Page 5: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Page 6: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Tracking

Page 7: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

UbiComp

The Third Wave

Ubiquitous Computing

Page 8: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

The Changing Box

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Smart Tags

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Travel

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Radio Frequency Identification

• Read / Writable

• xxMB Storage

• Input via Sensors

• Output via Wireless

• Remote Power Source

RFID

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© 2008 Eyeblaster. All rights reserved

Smart Dust

“The computer in your cell phone

is a million times cheaper and

a thousand times more powerful and

about a hundred thousand times smaller

than the one computer at MIT in 1965.

So what used to fit in a building

now fits in your pocket,

what fits in your pocket

will fit inside a blood cell in 25 years…

That’s a billion-fold increase.”

Ray Kurzweil, Futurist

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© 2008 Eyeblaster. All rights reserved

Exponential Growth of Computing

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© 2008 Eyeblaster. All rights reserved1974

Wrigley’s Juicy Fruit

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© 2008 Eyeblaster. All rights reserved

Kevin Ashton

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© 2008 Eyeblaster. All rights reserved

Taking a Proctor & Gamble

• 2003: Tesco hides bugs in razors

• WHY you pick-up & WHERE you go

• 2007: Tesco wants all products tagged

E V E R Y B O N D Y O U B R E A K . . .

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© 2008 Eyeblaster. All rights reserved

Supply Chain

2005

Page 25: Addressable Advertising

© 2008 Eyeblaster. All rights reserved2009

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© 2008 Eyeblaster. All rights reserved

Future Store

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© 2008 Eyeblaster. All rights reserved

In Store Intelligence

Page 28: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

ePOS

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© 2008 Eyeblaster. All rights reserved

Inventory Management

Page 30: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Consumer Backlash

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© 2008 Eyeblaster. All rights reserved

incontrol

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© 2008 Eyeblaster. All rights reserved

Social Interaction

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© 2008 Eyeblaster. All rights reserved

Enhanced Experience

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© 2008 Eyeblaster. All rights reserved

Haptic Interaction

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© 2008 Eyeblaster. All rights reserved

Sensory Surround

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© 2008 Eyeblaster. All rights reserved

Motion-based control

Page 38: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Virtual Reality

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© 2008 Eyeblaster. All rights reserved

Light & Power

Page 40: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Temperature & Movement

Page 41: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

World of Sensors

Page 42: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

Assisted Driving

abs

Page 43: Addressable Advertising

© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Smart Cars

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Autonomous Driving

“Look no hands!”

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© 2008 Eyeblaster. All rights reserved

Smart Appliances

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© 2008 Eyeblaster. All rights reserved

Smart Grid

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© 2008 Eyeblaster. All rights reserved

Intelligent Power Supply

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© 2008 Eyeblaster. All rights reserved

Smart Clothes

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© 2008 Eyeblaster. All rights reserved

Smart Scents

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© 2008 Eyeblaster. All rights reserved

Smart Paper

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© 2008 Eyeblaster. All rights reservedu-city

Song Do, Korea

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© 2008 Eyeblaster. All rights reserved

identifiablepersonally

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

systempayment

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

RFID – Radio Frequency Identification

• Chips linked to Internet

Active up to 500m radius

• Wave-and-Pay + GPS

Personal Identification Device (PID)

= targeted adsPersonal Identification Device (PID)

= targeted ads

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© 2008 Eyeblaster. All rights reserved

RFID

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Near Field

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© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

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© 2008 Eyeblaster. All rights reserved

Under My Skin

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© 2009 Eyeblaster. All rights reserved

Access All Areas

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© 2008 Eyeblaster. All rights reserved

Bio-Metrics

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© 2008 Eyeblaster. All rights reserved

Travel & Security

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© 2008 Eyeblaster. All rights reserved

National ID

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© 2008 Eyeblaster. All rights reserved


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