Date post: | 28-Jan-2015 |
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Business |
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FROM ASSUMPTIVE TO PERCEPTIVE MEDIA
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“Half of my marketing budget is wasted, I just don’t know which half.”
John Wannamaker
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ADVERTISING IS INHERENTLY INEFFICIENT.
The Problem
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ASSUMPTIVE MEDIA
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FOR 150 YEARS, WE’VE CREATED ADS BASED ON ASSUMPTIONS, GUESSWORK AND HUNCHES.
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THE RESULT
INEFFICIENCY, INACCURACY AND COLLATERAL DAMAGE
TARGETINNOCENT BYSTANDER
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\Your consumer sees 5000
messages each day. You are lucky if they remember 5.
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DIGITAL IS NO BETTER
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Just because my friends like something, is it safe to assume that I do too?
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PREDICTIVE MEDIA
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USING HISTORICAL DATAPREDICT FUTURE BEHAVIOR
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WE NOW HAVE ACCESS TO MASSIVE AMOUNTS OF DATA
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DATA IS THE NEW CREATIVE BRIEF
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PERCEPTIVE MEDIA
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PERSONALIZED AND/OR DYNAMIC CONTENT BASED ON WHO YOU ARE AND WHAT YOU ARE
DOING OR SAYING.
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STEP #1 EXPLICIT DATA
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STEP #2 IMPLICIT DATA
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STEP #3 PERCEPTIVE DATA
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STEP #4 TYING IT ALL TOGETHER
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CAMERA
MICROPHONE
SOCIAL DATA
PREFERENCES
BEHAVIOR
RECOGNITION
COMMUNITY
DYNAMIC CONTENT
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FORM
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THE ENVIRONMENT
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EYE CONTACT/GAZE
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EYE CONTACT
SOCIAL GRAPH
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APPROACH
PRIVACY CONCERNS
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UK STUDY
84% of consumer said they were very concerned about privacy.
The same percentage said they would be willing to give away their personal data for cash or rewards.
PRIVACY
VALUE
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APPROACH
USING DATA FOR GOOD
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WE CAN’T LOSE SIGHTOF STORY-TELLING.
APPROACH
STORY-TELLING
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STORY-TELLINGAPPROACH
ENTERTAINMENT UTILITY
SOCIALDATA
COMMUNITY
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STORY-TELLINGAPPROACH
CONTENT CONTEXT+Friday, November 16, 12
THANK YOU
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