the future of advertising, marketing and media gerd leonhard in london

Gerd Leonhard Media Futurist

The Future of Advertising, Marketing & Media - the next 5 years

London, November 11, 2008Gerd Leonhard www.mediafuturist.com

‣ Futurist‣ Strategist‣ Author


It’s not about Technology

Emerging cultural practices


Source: Flickr hillarylmrore

Brands

Content Media

It’s about PEOPLE


A reflection...


Marketing is Cultural Matchmaking

http://www.flickr.com/photos/bip/

Gerd Leonhard Media Futurist Broadband Culture


Broadband access will soon be...free


Some devices will soon ‘feel like ‘free’


Truly connected ... what’s the big deal?

We decide who gets to market to usWe value trust more than anything

We actually collaborate We sell our Attention

Data becomes enormously valuable

Collaborate or Die


Looking up to... ourselves... each other

Gerd Leonhard Media Futurist The Future: drastic role changes


The Future: more and more fragmentation.. and Aggregation

Agency 2.0


Once technology becomes dead-simple...

Gerd Leonhard Media Futurist The next dead-easies


Expect big changes when that happens


This makes music industry changes look like a minor nuisance


The Future of Books & Print


★The cashless society (e-money, mobile cash)★Mashed Access Networks★New display technologies and mobile projection★Device morphing★Fuel cells and other new battery technologies★ePaper / the digital book★Frappers / 3D Printing★The rise of Multi-Touch Technologies ★Decentralization, Social Production & Crowdsourcing★Time, location, device shifting is expected everywhere★ ‘Mobile Me’ becomes default: mobile = life depository★Smart Clothing★Cloud Computing★The Internet of Things

Some stuff you may want to know about...

Gerd Leonhard Media Futurist The Internet of Things

Gerd Leonhard Media Futurist Content: UGC is a MAJOR force

Gerd Leonhard Media Futurist Good news for you: Finding and being Found is what matters


Searching & finding goes social


A central part of many future campaigns


Share the Output (i.e. publish, re-mix, PFE, life-stream...)Share Input (i.e. remuneration in cash, attention, reputation...)Share the Thruput (i.e. usage data... meta content... attention trails...)

Sharing Economy Logic


Content UsersContent CreatorsProduct CreatorsService Creators

Co-Creation


People now pay more to express themselves, and less to consume

Image via flickr.com/photos/spursfan_ace/


People used to pay for Content -Now they pay for Meta Content


Users =

= Users


Advertising =

<=> Users


A side effect of Broadband Culture

An increasing number of people are now looking to contribute, to connect, to

do something truly meaningful

Money


In the sharing economy money can be poisonous


This is over


Moving from take-down to permission


“Trustol” - or death


The Future of Content: Attention-based Income Explodes

0

2.5

5.0

7.5

10.0

WasIs

SoonNear Future

Mid-term Future

Copy Based RevenuesAttention Based Revenues


Together, Broadband Culture and Mobility will re-define how we think about:

• Privacy• Authority• Ownership / Copyright• ‘Selling’ (and Marketing)• Production Requirements• Work• Education

Gerd Leonhard Media Futurist Massive Disruption... + - ?

Production Competition Authority Copyright Ownership Control

Empowered Individuals Incumbent Companies

‘Developing’ Countries ‘Developed’ Countries

Authorized ProfessionalsProfessional Amateurs


Crowd + Cloud = The Future


Advertising, Take 2

Permission

RelevanceValue

Rewards

Trust


Open

Chaotic

Untested

Closed

Safe

Orderly

The Open - ClosedChallenge


Open

Chaotic

Untested

Closed

Safe

Orderly

It’s all in the Mix and in the timing


★ email me at [email protected]★ twitter: gleonhard★ facebook: gleonhard★ more presentations at www.mediafuturist.com★ lifestream at www.gerdstream.com

Thanks for listening!

the future of advertising, marketing and media gerd leonhard in london

Technology

gerd leonhard media

marketing media

future of content

futurist strategist

meta content

future campaigns

attention data

soonnear futuremidterm