perceptive media

FROM ASSUMPTIVE TO PERCEPTIVE MEDIA

Friday, November 16, 12

11.15.12 - From Assumptive to Perceptive Media PAGE 2

“Half of my marketing budget is wasted, I just don’t know which half.”

John Wannamaker



ADVERTISING IS INHERENTLY INEFFICIENT.

The Problem


ASSUMPTIVE MEDIA



FOR 150 YEARS, WE’VE CREATED ADS BASED ON ASSUMPTIONS, GUESSWORK AND HUNCHES.



THE RESULT

INEFFICIENCY, INACCURACY AND COLLATERAL DAMAGE

TARGETINNOCENT BYSTANDER


11.15.12 - From Assumptive to Perceptive Media PAGE

\Your consumer sees 5000

messages each day. You are lucky if they remember 5.



DIGITAL IS NO BETTER



Just because my friends like something, is it safe to assume that I do too?


PREDICTIVE MEDIA



USING HISTORICAL DATAPREDICT FUTURE BEHAVIOR



WE NOW HAVE ACCESS TO MASSIVE AMOUNTS OF DATA


DATA IS THE NEW CREATIVE BRIEF




PERCEPTIVE MEDIA



PERSONALIZED AND/OR DYNAMIC CONTENT BASED ON WHO YOU ARE AND WHAT YOU ARE

DOING OR SAYING.


STEP #1 EXPLICIT DATA


STEP #2 IMPLICIT DATA


STEP #3 PERCEPTIVE DATA


STEP #4 TYING IT ALL TOGETHER



CAMERA

MICROPHONE

SOCIAL DATA

PREFERENCES

BEHAVIOR

RECOGNITION

COMMUNITY

DYNAMIC CONTENT



FORM



THE ENVIRONMENT



EYE CONTACT/GAZE



EYE CONTACT

SOCIAL GRAPH


APPROACH

PRIVACY CONCERNS



UK STUDY

84% of consumer said they were very concerned about privacy.

The same percentage said they would be willing to give away their personal data for cash or rewards.

PRIVACY

VALUE


APPROACH

USING DATA FOR GOOD



WE CAN’T LOSE SIGHTOF STORY-TELLING.

APPROACH

STORY-TELLING



STORY-TELLINGAPPROACH

ENTERTAINMENT UTILITY

SOCIALDATA

COMMUNITY



STORY-TELLINGAPPROACH

CONTENT CONTEXT+Friday, November 16, 12

THANK YOU


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