The Future of Advertising: How
brands can embrace miraculous new technologies to change our daily lives. #Futureof

Let’s reimagine how brands can
embrace miraculous new technologies to change our daily lives.

5 Years into the future,
what relationship will people have with brands?

A little less marketing... A
little more: - Service Design - IP Creation - Creation of Empathetic Ecosystems

Can brands be the connective
tissue between new technology and real people?

So, a new age of
technology-driven business transformation?

So, a new age of
technology-driven business transformation? Yes, but…

The Challenges: TIME / 60
years VS 60 minutes BANDWAGONS / First is no good if you fail DE-HUMANISATION / Consumers can’t be programmed

‘I almost never get the
question: “what’s not going to change in the next 10 years?”’ Jeff Bezos / Founder, CEO, Amazon

If you take people out
of the equation, you just become a tech fetishist.

Three Wildfire: Full of Tomorrow
future scenarios… Brought to life by brands.

…and of course what this
all means for you.

Q. But in a world
of algorithms and automation, what about human creativity?

Q. But in a world
of algorithms and automation, what about human creativity? A. It will become THE competitive advantage.

Scenario #1 Location: Bathroom Time:
7.15am Date: February 10th, 2018

Click to play

Smart Health Measuring personal data
to provide smart, real-time diagnosis

75 million people used mobile
phones for health information and apps in the US in 2012. Source: Ruder Finn

The New Value Exchange Time
+ Money + Data = Increasing expectations!

1. Affective Interfaces / Toyota In-car
mood detection

2.Cognitive Computing IBM / Watson
/ 90% accuracy

3. Epidermal Electronics University of
Illinois

But what about for brands?
A few thoughts…

With great data comes great
responsibility We’ll have to self-regulate and avoid the temptation of targeting…

The track(ing) leads both ways
Make sure you deliver on your brand promise.

Learn to play nice. Strategic
alliances should ensure the complete user journey is seamless.

Scenario #2 Location: Office Time:
1-6pm Date: April 20th, 2018

Click to play

Haptic Experiences Adding layers of
sensory interaction to enhance everyday processes.

1. Haptic Screens Senseg /
Tixel

2. Haptic Objects Disney Research
/ Revel

3. Projected Visualisations
Microsoft Illumiroom

4. All of the above!
Solid Ray / Virtual gaming experience

Multi-sensory planning How might visceral
sensations enhance someone’s interaction with a product or service?

Retail will be reimagined… Can
you scale up by scaling down?

Enhance, don’t distract Don’t ask
what’s in it for us, ask what’s in it for them.

Augmented Reality Yihaodian / Virtual
pop-up shops

Scenario #3 Location: Conference party
Time: 7pm Date: June 18th, 2018

Click to play

Human Body As Interface: Wearable
technology that transforms how we interact with the wider world.

$50bn Potential value of wearable
tech industry within three years. Source: Credit Suisse

1. AR contact lenses C.M.T
Ghent University

2. Advanced Motion Tracking Microsoft
/ Kinect 2.0

3. Projected Interfaces Google Creative
Lab, Berg / Lamps

Media silos will become redundant
What happens when your social content strategy becomes your OOH strategy?

Plan for the physical graph…
Could every physical product become its own media channel?

Avoid visual spam Life should
not be one long commercial break.

Q. So where does all
this leave us now?

Q. So where does all
this leave us now? A. On the brink… (and that’s a good thing)

But finally, before
we go…

Thanks.
paul@contagiousmagazine.com
james.kirkham@holler.co.uk