addressable advertising
DESCRIPTION
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.UsTRANSCRIPT
© 2008 Eyeblaster. All rights reserved
Dean DonaldsonDirector of Digital Experience
January 2010
in a ubiquitous worldadvertising
addressable
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Living in a Ubiquitous World
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The future?
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Half the money I spend on advertising is wasted
but I can never find out
which halfJohn Wanamaker, Pioneer of Department Stores, 18 77
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Tracking
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UbiComp
The Third Wave
Ubiquitous Computing
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The Changing Box
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Smart Tags
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Travel
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Radio Frequency Identification
• Read / Writable
• xxMB Storage
• Input via Sensors
• Output via Wireless
• Remote Power Source
RFID
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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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Exponential Growth of Computing
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Wrigley’s Juicy Fruit
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Kevin Ashton
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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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Supply Chain
2005
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Future Store
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In Store Intelligence
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ePOS
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Inventory Management
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Consumer Backlash
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incontrol
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Social Interaction
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Enhanced Experience
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Haptic Interaction
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Sensory Surround
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Motion-based control
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Virtual Reality
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Light & Power
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Temperature & Movement
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World of Sensors
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Assisted Driving
abs
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Smart Cars
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Autonomous Driving
“Look no hands!”
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Smart Appliances
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Smart Grid
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Intelligent Power Supply
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Smart Clothes
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Smart Scents
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Smart Paper
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Song Do, Korea
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identifiablepersonally
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systempayment
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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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RFID
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Near Field
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Under My Skin
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Access All Areas
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Bio-Metrics
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Travel & Security
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National ID
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