www.mediafuturist.com
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
The Future of Communications,
...and what about CULTURE?
Advertising and Branding -
Presentation at EfÞe 2008 Athens June 11www.mediafuturist.com
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ÒIn order to succeed, we must Þrst believe that we can.Ó
Nikos Kazantzakis
ÒWhat we wish, that we readily believeÓ
Demostheneswww.mediafuturist.com
Broadband in Greece is still slow... but gaining speedwww.mediafuturist.com
The European Commission: ÒBroadband
is a major Driver of the EconomyÓwww.mediafuturist.com
Digital
Media Sharing:
We are only at the
Beginning!
The rest of this
Iceberg will emerge
much quicker than
you may think
$77
USDwww.mediafuturist.com
But:www.mediafuturist.com
gleonhardwww.mediafuturist.com
A real concern but one that will be solved: Privacywww.mediafuturist.com
Because the Future of Advertising is solidly dependent
on getting real information from the Users- voluntarilywww.mediafuturist.com
Imagine:
You could find people that make a 95% match for your
product or service, and that have agreed to pay attention
They would be interested in hearing from you, and open to
discussing your product or service
They would tell others about your product and transport
your message onward, on your behalf
Markets could be Conversations!www.mediafuturist.com
When / how / why do YOU provide
information about yourself?www.mediafuturist.com
But just ask the kids: they are connected. They
share. They make content. They are Media.www.mediafuturist.com
W e a r e h e a d i n g i n t o a
Broadband Culturewww.mediafuturist.com
Media...
B r o a d ba n d
Narrowband
Linear B Interactive
O
Monologs Conversations
T
H
Copyright Usage Right
will
Advertising
Ads = Content
Professional Creators User & ÔUsatorÕ Content
C
O
Pay with cash Pay with attention
-
E
X
Push Marketing Pull & Attract by Merit
I
S
Own & restrict Share
Twww.mediafuturist.comwww.mediafuturist.com
The Marketer Õs Mission: Getting
Attention in totally new wayswww.mediafuturist.com
First, letÕs forget the word ÔConsumer Õ
¥ItÕs a 2-way affair now!
¥ Happy users will now do some of the marketing for you
Interested users now supply ideas for campaigns
¥
Engaged users now provide images, videos, text, music...
¥
Loyal users now want to have conversations with you
¥
The Internet is finally becoming a ÔsocialÕ and cultural web
¥
where Brands that influence Culture do better
In 2-3 years, there will be no more offline or online
¥
The kids are now the Authorities!
¥www.mediafuturist.com
2nd: Re-define ÔAdvertisingÕ
Offline and in traditional media, people are skipping and avoiding ads
¥
everywhere (TV); print ad reach is declining, radio stagnates
Online, peopleÕs attention is very very hard to get (and getting worse) ~
¥
the Attention Deficit Trend is a real challenge
The web is essentially forcing us to reinvent advertising
¥
CPMs in social networks are still terrible (15 cents USD!!)
¥
We must can come up with Ads that provide VALUE, RELEVANCE,
¥
CONTEXT
In some EU countries, Ads that disrupt and intrude wonÕt be around in 3
¥
yearswww.mediafuturist.com
Remember this?
It really didnÕt take very long!www.mediafuturist.com
Increasingly more reasons to engage online:
Is it easy to get on, and to use?
Is my language spoken?
Is there Content that I want (films, music, news)?
Are there are People I want to meet?
Are there are things I want to share?
Can I feel Ôat homeÕ?
Do I have to be there because everyone else is?
In 2007, 28% of Greek Internet users access the Web to visit museum-,
library- or other knowledge-related content, 50% to download to free
music, 37% to listen to radio / music, and 35% to search for
information on cultural products or events.
C u l t u r ewww.mediafuturist.com
But... there are problems, too
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
However: the potential evils of an Open
Network - of ÔToo Much FreedomÕ - will
always pale beside those of a Closed,
Controlled and Authoritarian NetworkIs / Will be www.mediafuturist.com
WasPush Mar keting is dying. www.mediafuturist.com
Ever ything is conver ting
Is / Will be to Pull.
Waswww.mediafuturist.com
The Users become content, too...www.mediafuturist.com
The story of JPG Magazine & 8020 Publishing
Empowers its users and communities to participate in all
aspects of the magazine!s content creation
Blurrs the lines between professional and amateur
What was once called Òthe AudienceÓ has been invited to
participate in and lend its expertise to the editorial process
Virtually anyone can submit original content
Once it's uploaded, visitors to the magazines' respective Web sites vote on each submission
Editors then decide which submissions make it into the print version of the magazine
Contributors who are published in the print edition get $100 and a free annual subscription
Editors are more like curators than masters of a particular domainwww.mediafuturist.com
Now, People will subscribe to People.
And to Mass Media, toowww.mediafuturist.comwww.mediafuturist.com
Keywords for mobile computing - and
the new ÔAdvertisingÕ that will go with it
Feels ÔLike a BookÕ
Touch / Draw / Zoom UIs
Always on (mashed access)
OS / Software on the Network
Very low power consumption
Explosion in location-based services
Technology becomes even more invisibleHenry Jenkins, director of the MIT Comparative Media Studies Program: "In a www.mediafuturist.com
hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.Ó
Photo via http://ßickr.com/photos/sherlock77/
Gathered by www.mediafuturist.comwww.mediafuturist.com
E n a b l e y o u r c h i l d r e n t o
p l a y w i t h i n f o r m a t i o n
and media , a n d
e m p o w e r t h e m t o
C o - C r e a t e a n d
S h a r e C u l t u r e .www.mediafuturist.comwww.mediafuturist.com
Media & Content is
now in the Network
- and so will
AdvertisingSocial Networks: The new Radio +TV www.mediafuturist.com
Friendster Facebook Myspace Cyworld Mixi QQ... are
BROADCASTERSwww.mediafuturist.com
But these ads will be nothing like we have seen before: In-
Network, via Widgets and In-Application AdvertisingMarketing 2.0: Listen - Broadcast - Pull www.mediafuturist.com
1
3
2www.mediafuturist.comwww.mediafuturist.com
Marketing means Broadcasting Brand Conversations
- and the channels are changing very quicklywww.mediafuturist.com
No more scarcitywww.mediafuturist.com
Life at Google Speedwww.mediafuturist.com
The amazing velocity of Ôuser-engagedÕ
Thirty-eight percent of the video streamed
¥
http://www.forbes.com/technology/forbes/2008/0616/050.html
on the Web now comes from YouTube,
according to ComScore
YouTube users will upload 600 years'
¥
worth of video this year.
An ad on the YouTube home page now
¥
costs $175,000 a daywww.mediafuturist.com
ÔGoogle JuiceÕwww.mediafuturist.com
Social Mediawww.mediafuturist.com
Imagine: an instant Micro Feed to the
ÔPeople formerly known as ConsumersÕ
twitter.com/gleonhard twitter.com/dailywisdomswww.mediafuturist.com
Total Control of your own Content, Brand and
Services becoming less and less important -
and is shifting to the Users (fka consumers)

TRUST

TRUST

USTTR

Control

USTTRwww.mediafuturist.com
The story of the New York Timeswww.mediafuturist.com
http://www.ßickr.com/photos/cambodia4kidsorg/

TRUSTwww.mediafuturist.com
New trust generators
ÒThe SwarmÓ + Friends / Family + Viral Stuff + Recommended Peoplewww.mediafuturist.com
DonÕt waitwww.mediafuturist.com
Some brands are quite late the ÔopenÕ partywww.mediafuturist.com
Source:
Don Tapscott
Wikinomics
Blogwww.mediafuturist.com
When the pain gets big enough...www.mediafuturist.com
Marketing2.0
Authentic
Personal
Relevant
Trustworthy
Others Users & ÔStrangers Like MeÕwww.mediafuturist.com
In this world....
...being different is crucial.

Mewww.mediafuturist.com
Attention In Return for Contentwww.mediafuturist.com
The key to the Future of Advertising
Explicit Permission to use Attention Data &
Clickstream-Data in return for Content (Media &
Entertainment) and Services
The new deal?www.mediafuturist.com
Advertising 1.0: interruptive out-of-context Monologs
Images: Flickr kla 4067www.mediafuturist.com
Advertising 2.0: meaningful conversational content
Images: Flickr kla 4067