next frontiers of marketing: virtual & mixed reality, artificial intelligence & cognitive

Next frontiers of marketing

Virtual & mixed reality, Artificial intelligence & cognitive

RORI DUBOFF @RDUBOFF

GLOBAL HEAD OF STRATEGY

MEDIA

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

BRANDEXPERIENCE

STRATEGIES

Rori DuBoff May 2016

MEDIA

Digital

1990s

INTERACTION

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

Two-waycommunication,

transactions via

Web/Internet

BRANDEXPERIENCE

STRATEGIES

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

Rori DuBoff May 2016

MEDIA

Digital

1990s

INTERACTION

Social

Group conversations, collaborations

via shared networks

2000s

COMMUNITY

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

Two-waycommunication,

transactions via

Web/Internet

BRANDEXPERIENCE

STRATEGIES

• User-generated content/tools

• Influencer marketing

• Social commerce

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

Rori DuBoff May 2016

MEDIA

Digital

1990s

INTERACTION

Social

Group conversations, collaborations

via shared networks

2000s

COMMUNITY

Mobile

Cross PlatformMulti device,

Internet of Things

2010s

CONNECTIVITY

One-way advertising

via TV, radio,

print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

• User-generated content/tools

• Influencer marketing

• Social commerce

Two-waycommunication,

transactions via

Web/Internet

BRANDEXPERIENCE

STRATEGIES

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

• Location-based

• Mobile Apps• Wearables &

smart objects• MCommerce

Rori DuBoff May 2016

MEDIA

Digital

1990s

INTERACTION

Social

Group conversations, collaborations

via shared networks

2000s

COMMUNITY

Mobile

Cross PlatformMulti device,

Internet of Things

2010s

CONNECTIVITY

2015

Virtual

• First person narrative

• Interactivity, Haptics & HMDs

• Gaming• AR & MR

360 presence inside a multi-

sensory computer simulated

world

IMMERSION

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

• User-generated content/tools

• Influencer marketing

• Social commerce

Two-waycommunication,

transactions via

Web/Internet

BRANDEXPERIENCE

STRATEGIES

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

• Location-based

• Mobile Apps• Wearables &

smart objects• MCommerce

Rori DuBoff May 2016

Virtual & Mixed Reality is the next Internet platform

The market will grow from practically nothing today to $150 billion by 2020 (Digi-Capital)

Predicted to scale 6x faster than the iPhone (The Next Web)

Rori DuBoff May 2016

24 million headsets sold annually by 2018 (from 2.5 million in 2015)

500 million headsets sold annually by 2025

$1 million to create one VR device in 1990($700 in 2016)

Source: Wired 2016

Cinematic VR Cinematic VR 360 video360 video

Immersive VRImmersive VRFull presenceFull presence

360 panoramic viewing of images, video, animations

Computer simulated 3D environment which creates the sensation of being physically present and enables interaction

Virtual Reality (VR)

Google Cardboard - $360 Facebook, 360 YouTube - $Samsung Gear - $$

Oculus $$$HTC Vive $$$Sony PlayStation - $$$

DEVICES & PLATFORMS (& COST)

Higher Reach Lower ReachRori DuBoff May 2016

Cinematic VR – 360 Journalism: NY Times

OVER 1.5 MILLION DISRTIBUTED SINCE NOV 2015Rori DuBoff May 2016

Cinematic VR – 360 Video: McDonald’s

Rori DuBoff May 2016

GOOGLE CARDBOARD-- RETAIL

Immersive Virtual Reality (VR)Experience what you can’t do in real life

It’s like learning about a new function of your body or something. It’s totally surreal to be able to just trick yourself into believing you’re somewhere else (Aaron

Koblin, Vrse)

Get super-powers to live fantasies

Fly in the air, achieve superhuman strength/speed, create magic

Connect closely with people from anywhere

Interact with families/colleagues/friends and experience a shared virtual reality

Engage in physical activity without harm

Train for sports, fight simulations, games, competitions

Explore remote, unreachable places Land on Mars, swim with sharks underwater, jump of mountain peaks

Rori DuBoff May 2016

Immersive VR: Entertainment

Immersive VR: Education

Immersive VR: Sports Events

SPORTS APPAREL

Immersive VR: Haptic SenseperiencesWearable Technologies & Haptics:

Hand, Body, Face Tracking, Motion capture, Depth Sensing, Body Sensors

Rori DuBoff May 2016

Social VR‘Imagine sharing not just moments but entire experiences and

adventures. This is a new communication platform’ - Mark Zuckerberg

Rori DuBoff May 2016

Cinematic VR Cinematic VR 360 video360 video

Google Cardboard - $360 Facebook, 360 YouTube - $Samsung Gear - $$

Rori DuBoff / May 2016

Higher Reach

Immersive VR Immersive VR

Full presenceFull presence

Oculus $$$, HTC Vive $$$Sony PlayStation - $$$ Lower Reach

360 panoramic viewing of images, video, animations

Computer simulated 3D environment which creates the sensation of being physically present and enables interaction

Mixed/HybridMixed/HybridReality Reality

AugmentedAugmentedRealityReality

Blending real & virtual worlds (physical & digital) to generate hybrid realities

An added layer of digital content super-imposed onto the real world

Blippar - $Google Glass - $$

Microsoft Hololens -- $$$$Meta - $$$$Magic Leap - $$$$

Higher Reach Lower Reach

Mixed Reality (MR)Virtual Reality (VR)

DEVICES & PLATFORMS (& COST)

Rori DuBoff May 2016

Mixed Reality

MEDIA

Digital

1990s

INTERACTION

Social

Group conversations, collaborations

via shared networks

2000s

COMMUNITY

Mobile

Cross PlatformMulti device,

Internet of Things

2010s

• Location-based

• Interoperable• Wearables &

smart objects• MCommerce

CONNECTIVITY

2015

Virtual

360 presence inside a multi

sensory computer simulated

world

IMMERSION

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

Two-waycommunication,

transactions via

Web/Internet

BRANDEXPERIENCE

STRATEGIES

• User-generated content/tools

• Influencer marketing

• Social commerce

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

• First person narrative

• 3D Interactivity & Haptics

• Gaming• Augmented

Tech

Rori DuBoff May 2016

MEDIA

Digital

1990s

INTERACTION

Social

Group conversations, collaborations

via shared networks

2000s

COMMUNITY

Mobile

Cross PlatformMulti device,

Internet of Things

2010s

• Location-based• Mobile Apps• Wearables &

smart objects• MCommerce

CONNECTIVITY

2015

Virtual

• First person narrative

• Interactivity, Haptics & HMDs

• Gaming• AR & MR

360 presence inside a multi

sensory computer simulated

world

IMMERSION

One-way

advertising via

TV, radio, print

1900s

• Product positioning

• Promotions• Placements

PROMOTION

Traditional

The Evolution of Media

Two-waycommunication,

transactions via

Web/Internet

• User Interfaces

• Rich media• Real-time

content• Personalizati

on• Ecommerce

BRANDEXPERIENCE

STRATEGIES

2025

• User-generated content/tools

• Influencer marketing

• Social commerce

Artificial intelligence

Bridging the physical &

digital divide, generating

new solutions• AI: EQ & IQ• Machine

learning• Lifestyle

Robotics/Bots/Humanoids

• Mixed Realities

PROGRESSION

Rori DuBoff May 2016

Virtual Reality & Artificial Intelligence

Artificial Intelligence

Artificial intelligence (AI) is the ability of

a computer to perform tasks

that usually require human intelligence.

Eventually, to think like a human.

Rori DuBoff May 2016

Artificial Intelligence: Cognitive Systems The adoption of AI by companies

will be necessary in order for them to stay in business - - Goldman

Sachs

IBM has committed 1 Billion to commercializing ‘Watson’ –

the cognitive computing platformRori DuBoff May 2016

Accelerated Intelligence

Havas’ cognitive products solutions and services division.

+ =New StrategiesNew ServicesNew ProductsNew User ExperiencesNew Partnerships

Havas + IBM Watson = Cognitive

Rori DuBoff May 2016

Personal Robotics

Rori DuBoff May 2016

Virtual Assistants & Chatbots

Rori DuBoff May 2016

IBM System 360

CogniToys

Rori DuBoff May 2016

AI & Mixed Reality

Rori DuBoff May 2016

35

IN CONCLUSION

NOW

STORYTELLING

OBSERVER

VIEWING 2D SCREENS

VIRTUAL & AUGMENTED

AUTOMATION

CLICKS & LIKES

NEXT

STORYLIVING

PARTICIPANTINSIDE 3D

EXPERIENCES MIXED REALITIES

(SYNTHETIC or HYBRID)ARTIFICAL

INTELLIGENCEWINKS & SMILES

Rori DuBoff May 2016

RORI DUBOFF @RDUBOFF