In a ubiquitous world: As we enter the third wave of computing known a UbiComp, technology will shrink in size, increase in power and ultimately disappear into the background of our every day lives. A whole new infrastructure will see using miniature remotely powered wireless computers interfaced with sensors as opposed to keyboards. As RFID gets set to link every product on the planet to the Net through near field communication and GPS, it will allow the collation of unparalleled levels of data of consumer habits both in and out of the home. Always connected and always aware, privacy could become a thing of the past. What does this mean for the future of contextual and location-based advertising; where are we at and what can we expect? Will this finally bring the utopia that is being sought by marketers to answer conclusively which 50% of their media dollars are being wasted - and if so at what price to humanity? The writing is on the wall... See http://NothingToHide.Us

1. addressable
advertising
in a ubiquitous world
Dean Donaldson
Director of Digital Experience
January 2010
© 2008 Eyeblaster. All rights reserved

2. Living in a Ubiquitous World
© 2008 Eyeblaster. All rights reserved

3. The future?
© 2008 Eyeblaster. All rights reserved

4. Half the money I spend
on advertising is wasted
but I can never find out
which half
John Wanamaker, Pioneer of Department Stores, 18 77
© 2008 Eyeblaster. All rights reserved

5. © 2008 Eyeblaster. All rights reserved

6. Tracking
© 2008 Eyeblaster. All rights reserved

7. The Third Wave
UbiComp
Ubiquitous Computing
© 2008 Eyeblaster. All rights reserved

8. © 2008 Eyeblaster. All rights reserved

9. © 2008 Eyeblaster. All rights reserved

10. The Changing Box
© 2008 Eyeblaster. All rights reserved

11. © 2008 Eyeblaster. All rights reserved

12. © 2008 Eyeblaster. All rights reserved

13. © 2008 Eyeblaster. All rights reserved

14. Smart Tags
© 2008 Eyeblaster. All rights reserved

15. © 2008 Eyeblaster. All rights reserved

16. Travel
© 2008 Eyeblaster. All rights reserved

17. © 2008 Eyeblaster. All rights reserved

18. Radio Frequency Identification
RFID
• Read / Writable
• xxMB Storage
• Input via Sensors
• Output via Wireless
• Remote Power Source
© 2008 Eyeblaster. All rights reserved

19. Smart Dust
“The computer in your cell phone
is a million times cheaper and
a thousand times more powerful and
about a hundred thousand times smaller
than the one computer at MIT in 1965.
So what used to fit in a building
now fits in your pocket,
what fits in your pocket
will fit inside a blood cell in 25 years…
That’s a billion-fold increase.”
Ray Kurzweil, Futurist
© 2008 Eyeblaster. All rights reserved

20. Exponential Growth of Computing
© 2008 Eyeblaster. All rights reserved

21. Wrigley’s Juicy Fruit
1974
© 2008 Eyeblaster. All rights reserved

22. Kevin Ashton
© 2008 Eyeblaster. All rights reserved

23. Taking a Proctor & Gamble
• 2003: Tesco hides bugs in razors
• WHY you pick-up & WHERE you go
• 2007: Tesco wants all products tagged
EVERY BOND YOU BREAK . . .
© 2008 Eyeblaster. All rights reserved

24. Supply Chain
2005
© 2008 Eyeblaster. All rights reserved

25. 2009
© 2008 Eyeblaster. All rights reserved

26. Future Store
© 2008 Eyeblaster. All rights reserved

27. In Store Intelligence
© 2008 Eyeblaster. All rights reserved

28. ePOS
© 2008 Eyeblaster. All rights reserved

29. Inventory Management
© 2008 Eyeblaster. All rights reserved

30. © 2008 Eyeblaster. All rights reserved

31. Consumer Backlash
© 2008 Eyeblaster. All rights reserved

32. in
control
© 2008 Eyeblaster. All rights reserved

33. Social Interaction
© 2008 Eyeblaster. All rights reserved

34. Enhanced Experience
© 2008 Eyeblaster. All rights reserved

35. Haptic Interaction
© 2008 Eyeblaster. All rights reserved

36. Sensory Surround
© 2008 Eyeblaster. All rights reserved

37. Motion-based control
© 2008 Eyeblaster. All rights reserved

38. Virtual Reality
© 2008 Eyeblaster. All rights reserved

39. Light & Power
© 2008 Eyeblaster. All rights reserved

40. Temperature & Movement
© 2008 Eyeblaster. All rights reserved

41. World of Sensors
© 2008 Eyeblaster. All rights reserved

42. Assisted Driving
abs
© 2008 Eyeblaster. All rights reserved

43. © 2008 Eyeblaster. All rights reserved

44. Smart Cars
© 2008 Eyeblaster. All rights reserved

45. © 2008 Eyeblaster. All rights reserved

46. Autonomous Driving
“Look no hands!”
© 2008 Eyeblaster. All rights reserved

47. Smart Appliances
© 2008 Eyeblaster. All rights reserved

48. Smart Grid
© 2008 Eyeblaster. All rights reserved

49. Intelligent Power Supply
© 2008 Eyeblaster. All rights reserved

50. Smart Clothes
© 2008 Eyeblaster. All rights reserved

51. Smart Scents
© 2008 Eyeblaster. All rights reserved

52. Smart Paper
© 2008 Eyeblaster. All rights reserved

53. Song Do, Korea
u-city
© 2008 Eyeblaster. All rights reserved

54. personally
identifiable
© 2008 Eyeblaster. All rights reserved

55. © 2008 Eyeblaster. All rights reserved

56. payment
system
© 2008 Eyeblaster. All rights reserved

57. © 2008 Eyeblaster. All rights reserved

58. © 2008 Eyeblaster. All rights reserved

59. RFID – Radio Frequency Identification
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
Personal Identification Device (PID)
==targeted ads
targeted ads
© 2008 Eyeblaster. All rights reserved

60. RFID
© 2008 Eyeblaster. All rights reserved

61. © 2008 Eyeblaster. All rights reserved

62. Near Field
© 2008 Eyeblaster. All rights reserved

63. © 2009 Eyeblaster. All rights reserved
2008

64. © 2008 Eyeblaster. All rights reserved

65. Under My Skin
© 2008 Eyeblaster. All rights reserved

66. Access All Areas
© 2009 Eyeblaster. All rights reserved

67. Bio-Metrics
© 2008 Eyeblaster. All rights reserved

68. Travel & Security
© 2008 Eyeblaster. All rights reserved

69. National ID
© 2008 Eyeblaster. All rights reserved

70. © 2008 Eyeblaster. All rights reserved