Living in a Material World: Keynote from DG MediaMind's Inspire 2012 in Munich looking at the need for technology to disappear into the environment organically to be more acceptable by consumers to address marketing concerns and build a symbiotic relationship between brand and consumer.

1. Living in a
material world
@Dean Donaldson
Global Head of Innovation
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2. Smart Appliances
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3. Beyond the Browser
In 2012 there will be more
networked devices then
humans on the planet
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4. second life
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5. Living in a Ubiquitous World
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6. Living in a Ubiquitous World
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7. next?
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8. =MC2
E
consumer = clicks
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9. [ targeted consumer ]
addressable advertising >>
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10. © 2012 Digital Generation Inc. All rights reserved.

11. © 2012 Digital Generation Inc. All rights reserved.

12. technology
is but a twinkle in the eye
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13. disconnected
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14. © 2012 Digital Generation Inc. All rights reserved.

15. comfortable
consumer
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16. coming
home
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17. convenience
at the
centre
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18. design vs
desire
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19. License to think
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20. © 2012 Digital Generation Inc. All rights reserved.

21. In Car Advertising
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22. In Car Advertising
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23. In Car Advertising
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24. © 2012 Digital Generation Inc. All rights reserved.

25. cold concepts
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26. © 2012 Digital Generation Inc. All rights reserved.

27. TECHNO
RETRO
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28. warm & inviting
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29. mass
media
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30. © 2012 Digital Generation Inc. All rights reserved. © 2011 MediaMind. A division of DG

31. active
engagement
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32. old new
media
traditional
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33. lean back | forwards
off on TV | PC
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34. © 2012 Digital Generation Inc. All rights reserved.

35. back
lean
?
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36. lean
forwards?
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37. © 2012 Digital Generation Inc. All rights reserved.

38. © 2012 Digital Generation Inc. All rights reserved.

39. © 2012 Digital Generation Inc. All rights reserved.

40. social
interaction
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41. © 2012 Digital Generation Inc. All rights reserved.

42. © 2012 Digital Generation Inc. All rights reserved.

43. 50”
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44. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

45. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

46. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

47. of under 15’s by 2015 will all use
50%
touchscreens
© 2008 Eyeblaster. All rights reserved
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48. © 2012 Digital Generation Inc. All rights reserved.

49. © 2012 Digital Generation Inc. All rights reserved.

50. do you ‘mind’?
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51. © 2012 Digital Generation Inc. All rights reserved.

52. © 2012 Digital Generation Inc. All rights reserved.

53. 6x
penetration
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54. © 2012 Digital Generation Inc. All rights reserved.

55. © 2012 Digital Generation Inc. All rights reserved.

56. Last year, more data was
generated by individuals
than in the entire history
of mankind through 2010.
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57. 6Eb
GLOBAL MOBILE DATA
=6Petabytes
Internet
6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET
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58. Media migration
‣ Personal TV 2010
VOD across multiple devices
Locations tailored to individual
‣ Web TV
Computer as interactive TV set
User generated content
‣ Digital TV
TV set as display device
High Definition architecture
‣ Analogue TV
Centralized, passive, limited choice
Single location viewing
1980
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59. compare
amazon
instantly
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60. visualization of search
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61. © 2012 Digital Generation Inc. All rights reserved.

62. 80%
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63. 2017
“human?
How may I help you,
”
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64. connected
internet of things
>
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65. Sensory surround
(((
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(
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66. Smart Paper
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67. ePackaging
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68. ePackaging
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69. Smart Clothes
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70. Smart Scents
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71. ePOS
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72. © 2012 Digital Generation Inc. All rights reserved.

73. © 2012 Digital Generation Inc. All rights reserved.

74. The Third Wave
UbiComp
Ubiquitous Computing
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75. ∞=1
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76. 1=1
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77. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

78. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

79. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

80. 1=∞
{ ubiquitous computing (ubicomp) }
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81. Smart Tags
RFID
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82. 2012
1 TRILLION
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83. © 2012 Digital Generation Inc. All rights reserved.

84. © 2012 Digital Generation Inc. All rights reserved.

85. personally
identifiable
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86. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

87. Science Fiction or Fact?
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88. Science Fiction or Fact?
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89. Science Fiction or Fact?
Personal Identification Device (PID)
= targeted ads
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90. © 2012 Digital Generation Inc. All rights reserved.

91. © 2012 Digital Generation Inc. All rights reserved.

92. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

93. [data]
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94. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

95. © 2012 Digital Generation Inc. All rights reserved. © 2010 MediaMind Technologies Inc | All rights reserved

96. payment
system
2016
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97. Cashless Generation
84%
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98. © 2012 Digital Generation Inc. All rights reserved.

99. $€£
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100. point of engagement
interaction transaction
touchpoints
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101. BlueTooth
2-way Audio
Comms Visual
WiFi
NFC
?
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102. Retarget
HD Ad
10% off
Interact Retarget Purchase
5% off
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103. Modern Family Viewing
42%
use SmartPhone or Tablet whilst watching TV
DAILY
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104. Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
0% 15% 30% 45% 60%
Checking Email
60%
Surfing for unrelated info
46%
Visiting Social Networking site
42%
Checking sports scores
30%
Looking up info related to content
29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
13%
Nielsen Q2 2011
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105. Dual Screen Activities
25%
Consumers go online after seeing TV ad
Yahoo / Razonrfish Q4 2011
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106. automatic ACR
content recognition
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107. © 2012 Digital Generation Inc. All rights reserved.

108. © 2012 Digital Generation Inc. All rights reserved.

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111. © 2012 Digital Generation Inc. All rights reserved.

112. Client-Side Solution >10 Secs
Spot ID = Ad ID
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113. Server-Side Solution <2 Secs
Spot ID = Ad ID
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114. © 2012 Digital Generation Inc. All rights reserved.

115. 115,282
17.4% WATCHED FULL 3 MIN VIDEO
2.34% CTR
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116. Text
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117. convergence
w ev
at er
h v er
ne
he er
w ev
w h er
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118. focus
on
data
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119. < start-up >
“conversation”
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120. tech in
harmony
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121. thank you!
dean.donaldson@mediamind.com
917.640.3095
@deandonaldson
@mediamind
@dgitnetwork
© 2012 Digital Generation Inc. All rights reserved.