The Future Of Advertising, Marketing and Media Gerd Leonhard in London
1. Gerd Leonhard Media Futurist
The Future of Advertising, Marketing &
Media - the next 5 years
London, November 11, 2008
Gerd Leonhard
www.mediafuturist.com
‣ Futurist
‣ Strategist
‣ Author
2. Gerd Leonhard Media Futurist
It’s not about Technology
Emerging cultural practices
3. Gerd Leonhard Media Futurist
It’s about PEOPLE
Brands
Content Media
Source: Flickr hillarylmrore
10. Gerd Leonhard Media Futurist
Truly connected ... what’s the big deal?
We decide who gets to market to us
We value trust more than anything
We actually collaborate
We sell our Attention
Data becomes enormously valuable
Collaborate or Die
19. Gerd Leonhard Media Futurist
Some stuff you may want to know about...
★ The cashless society (e-money, mobile cash)
★ Mashed Access Networks
★ New display technologies and mobile projection
★ Device morphing
★ Fuel cells and other new battery technologies
★ ePaper / the digital book
★ Frappers / 3D Printing
★ The rise of Multi-Touch Technologies
★ Decentralization, Social Production & Crowdsourcing
★ Time, location, device shifting is expected everywhere
★ ‘Mobile Me’ becomes default: mobile = life depository
★ Smart Clothing
★ Cloud Computing
★ The Internet of Things
31. Gerd Leonhard Media Futurist
A side effect of Broadband Culture
An increasing number of people are
now looking to contribute, to connect, to
do something truly meaningful
Money
36. Gerd Leonhard Media Futurist
The Future of Content: Attention-based Income Explodes
Copy Based Revenues
Attention Based Revenues
10.0
7.5
5.0
2.5
Was 0
Is
Soon
Near Future
Mid-term Future
37. Gerd Leonhard Media Futurist
Together, Broadband Culture and
Mobility will re-define how we think
about:
• Privacy
• Authority
• Ownership / Copyright
• ‘Selling’ (and Marketing)
• Production Requirements
• Work
• Education
38. Gerd Leonhard Media Futurist
Massive Disruption... + - ?
Production Competition Authority
Copyright Ownership Control
‘Developing’ Countries ‘Developed’ Countries
Empowered Individuals Incumbent Companies
Professional Amateurs Authorized Professionals
40. Gerd Leonhard Media Futurist
Advertising, Take 2
Trust
Rewards
Value
Relevance
Permission
41. Gerd Leonhard Media Futurist
The Open - Closed
Challenge
Closed
Open
Orderly
Chaotic
Safe
Untested
42. Gerd Leonhard Media Futurist
It’s all in the Mix and in the timing
Orderly
Untested
Open Closed
Chaotic Safe
43. Gerd Leonhard Media Futurist
Thanks for listening!
★ email me at gerd@mediafuturist.com
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★ facebook: gleonhard
★ more presentations at www.mediafuturist.com
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