opening keynote: "the pivot point of art & science"
TRANSCRIPT
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pivot point of
art&science
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“Judge a man by his questions rather than his answers.”
Voltaire
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“We adore chaos because we love to produce order.”
MC Escher
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how can programmatic advertising change the art and science of our communications?
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
John Wanamaker
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how can we make it more effective?
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how can we make it more dynamic?
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how do we move from a world with finite targets to a world with infinite targets?
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Teen 1
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Mom Teen 2
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American Teen
Mom Teen
French Dad
4
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American Teen Gamer
Soccer Coach
Diet Coke
Drinker Mom Teen
French Dad Foodie
8
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16
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16,000
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32,000
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how will we evolve to tell stories sequentially based on exposure?
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how can we create enough of the right content to fill the buckets we need?
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EVERYONE’S GAME
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EVERYONE’S GAME
EVERYONE’S DRINK
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EVERYONE’S COUNTRY
EVERYONE’S GAME
EVERYONE’S DRINK
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10 March 2015 Classified - Highly Restricted 5
9
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pivot point of
art&science