My presentation at AdTechUK 2010 in London: Global advertising futures - the next 3 years With the rapid increase in mobile broadband and the fact that 'the other 3 Billion' are now quickly coming online, the dramatic rise of social media and the global proliferation of next-generation mobile devices, advertising and marketing is changing rapidly. From the very definition of 'advertising' to the creation and design of what we used to call 'campaigns' to the metrics of success down to the very definition of who will pay whom for what, the future is being redefined right now. Gerd Leonhard will show the key trends and most interesting examples from around the globe, and will present some foresights on where things are going in the next 3 years.

1. Global Advertising Futures - the next 3 years
Advertising is following Media.
Gerd Leonhard Media Futurist / The Futures Agency

2. Advertising
Ads
...on dozens
of platforms
Gerd Leonhard Media Futurist / The Futures Agency

3. Targeting becomes... a matter of science
Targeted. Timely. Wanted. Valuable. 100% trackable.
Gerd Leonhard Media Futurist / The Futures Agency

4. Gerd Leonhard Media Futurist / The Futures Agency

5. Data is the new Oil
Gerd Leonhard Media Futurist /sevensheaven.nl
Image licensed from The Futures Agency

6. ....and it’s the users that generate the Oil.
Gerd Leonhard Media Futurist / The Futures Agency

7. Next-generation Advertising will depend on a
steady flow of legal, clean and safe Oil
Gerd Leonhard Media Futurist / The Futures Agency

8. Mining, Pumping, Refining, Distributing, Disbursing -
Permission and Trust is Key Gerd Leonhard Media Futurist / The Futures Agency

9. Privacy is now an Action.
Gerd Leonhard Media Futurist / The Futures Agency

10. The need for precise audience targeting will
pay for a lot of ‘Feels Like Free’ Content
Gerd Leonhard Media Futurist / The Futures Agency

11. As in Media, an increasing number ofAdvertisers will “Go Direct”
Gerd Leonhard Media Futurist / The Futures Agency

12. @vertising becomes WithVertising
Gerd Leonhard Media Futurist / The Futures Agency

13. The anti-example...
Gerd Leonhard Media Futurist / The Futures Agency

14. Transparency and Openness are not binary issues
Gerd Leonhard Media Futurist / The Futures Agency

15. And good storytelling will matter more than ever before
Gerd Leonhard Media Futurist / The Futures Agency

16. Media Buying ~ Media Sharing ~ Media Earning
Gerd Leonhard Media Futurist / The Futures Agency

17. Social media’s lesson: interaction before transaction
Gerd Leonhard Media Futurist / The Futures Agency

18. It all starts with talkable brands
Gerd Leonhard Media Futurist / The Futures Agency

19. Branding becomes “Banding”
Gerd Leonhard Media Futurist / The Futures Agency

20. Total Real-Life “MeatSpace”and ‘Online’ Convergence
Gerd Leonhard Media Futurist / The Futures Agency

21. The mobile revolution: as important as the printing press
Mobile Broadband probably means
the End of Advertising as we know it
Gerd Leonhard Media Futurist / The Futures Agency

22. TV 2.0: the exact content when and how I want -
plus my ads that could be of real interest to me
Source: engadget.com
Gerd Leonhard Media Futurist / The Futures Agency

23. Soon: the total convergence of
Broadcast & Broadband
Gerd Leonhard Media Futurist / The Futures Agency

24. If Advertising really becomes Content....
Gerd Leonhard Media Futurist / The Futures Agency

25. From watering cans to sprinkler systems
Gerd Leonhard Media Futurist / The Futures Agency

26. Where will you put your money...?
Gerd Leonhard Media Futurist / The Futures Agency

27. Get ready for the Tribalization of Business.
Gerd Leonhard Media Futurist / The Futures Agency

28. Thanks for your time!
www.mediafuturist.com @gleonhard
Gerd Leonhard Media Futurist / The Futures Agency