Personalization of the media: Future perspectives and new models.

1. RDV_MEDIA 2012
CONTEXT: A PERSONALIZATION
ENGINE
NURUN PERSONALIZATION OF THE MEDIA: FUTURE PERSPECTIVES AND NEW MODELS :: 09.13.2012 :: @GREGOIREBARET

2. OVERVIEW...
The logical evolution of personalized access to
content.
The fundamentals that shape the media
experience.
The way that this challenges our relationship
with information.
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret

3. WHAT’S THE PROBLEM?

4. 1ST PROBLEM
CAN NO LONGER
CHOOSE
‟Abundance is moving away from happiness”
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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5. WHAT I WANT FROM MY
MEDIA:
HELP ME SORT
The more we have access to
content, the harder it is to obtain,
choose, sort, identify...
...We work to filter this:
- by popularity
- by affinity
- by suggested shortcuts
Source: Onformative
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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6. The most shared... The most searched... The most commented on...
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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7. 2ND PROBLEM
NOT BEING ABLE
TO ARBITRATE ‟Hell is everyone else”
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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8. WHAT I WANT FROM MY
MEDIA:
INSPIRE ME
There’s so much to see and tell
through advertising and marketing.
One of the best ways to get an idea
is to share it with family and
friends...
... my family and friends are a filter
of choice:
- what they like
- what they do
- what they want
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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9. Social for: Sharing Filtering by themes... Sharing research...
entertainment...
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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10. 3RD PROBLEM
TO NOT
RECOGNIZE
OURSELVES ‟What about me?”
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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11. WHAT I WANT FROM MY
MEDIA:
RESEMBLE
ME (SERIOUSLY)
Since the best way to serve is by
better knowing ourselves, the media
must learn from us (our actions, our
statements, our opinions, our
whereabouts).
What I appreciate, what I do, what I
will do... welcome to preemptive
media.
source: Onformative
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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12. Do-it-yourself (DIY)... ... consistency (contraint)
through design
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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13. Selective... Learning... Predictive...
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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14. ... or automatic (according to an algorithm).
A game, statistics, a robot, 2 texts:
For fans of the New York Giants:
"Hakeem Nicks played an excellent game and helped the Giants beat the Patriots 21-17 in Indianapolis.
Thanks to this victory, New York wins the Superbowl."
For fans of the losing team:
"After an average game played by Tom Brady, the Patriots lost against the Giants 21-17. The New England
Patriots came close to a victory but were unable to obtain the championship title."
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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15. BY EXTENSION...
UNDERSTAND
YOUR ENTOURAGE ‟From quantified-self to quantified-surrounding”
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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16. WHAT I EXPECT FROM MY
MEDIA:
ADAPT
YOURSELF
Because I don’t consult content in
under the same circumstances when
I’m on a bus, at work, at home, with
friends...
...technology works to recognize the
environment I’m in and adapt its
context accordingly.
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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17. The audience... The format... The location...
source: Javis Perez
... time.
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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18. BY EXTENSION...
THE
CONTINUATION OF
THE MEDIA ‟One screen can hide another”
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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19. WHAT I WANT FROM MY
MEDIA:
ADAPT
YOURSELF!!!
A strong signal: television is
reinventing itself and moving towards
taking a strong position in the mobile
industry. To interact with content
being broadcast. To interact with
others.
Background: combine sources and
screens so that everyone has their
own variation of content or service.
source: Onformative
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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20. Combine screens... Combine sources... Extend screens...
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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21. WHAT’S NEXT? (A FINE EXAMPLE OF CONSCIOUSNESS)

22. +MORE CONTROL OF OUR
INTERFACES
=
- LESS CONTROL OF OUR
CONTENT?
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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23. OUR CHALLENGES:
#1 MUTANT
AUDIENCE
Personalization and tracking mutate
individuals: more specialized, more
precise, more efficient, more
connected...
...but less likely to learn or discover
something by surprise. The media
must compensate for this.
source: Onformative
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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24. OUR CHALLENGES:
#2 A PUBLIC
PRIVATE LIFE
Digital media has established itself as
an extension of ourselves... On the
condition that we make our
personal data public.
This «big data» creates a new
relationship of trust and
confidentiality.
09.13.12 INFOPRESSE - RDV_MEDIA - CONTEXT: A PERSONALIZATION ENGINE NURUN - @GregoireBaret
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25. THANK YOU.
(ANY QUESTIONS?)
NURUN @GREGOIREBARET