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Digital Roadshow The US Dimension Autumn Updates

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N
NigelG

The document discusses the accelerating pace of technological change and its effects. It covers how digital technology is infiltrating various aspects of life, blurring lines between online and offline activities. It also examines challenges faced by companies like Google in maintaining growth and market leadership as technologies and user behaviors continue to rapidly evolve.

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1 of 80
 
digital roadshow the US dimension
We’re going to cover: accelerating change the future is free the big G TV meets interweb digital infiltrates meatspace clash of the titans social backlash
people overestimate the short-term effects of an action or technology, while underestimating the long-term effects Amara’s Law
or doubling every day extra every day
or doubling every day extra every day after two weeks £164 £8,192
After a month £10.7 million!! £46,500 or doubling every day extra every day after a month £10.7 million!! £46,500
accelerating change
from Nova Spivack Connections between people Connections between Information Email Social Networking Groupware Javascript Weblogs Databases File Systems HTTP Keyword Search USENET Wikis Websites Directory Portals 2010 - 2020 Web 1.0 2000 - 2010 1990 - 2000 PC Era 1980 - 1990 RSS Widgets PC’s 2020 - 2030 Office 2.0 XML RDF SPARQL AJAX FTP IRC SOAP Mashups File Servers Social Media Sharing Lightweight Collaboration ATOM Web 3.0 Web 4.0 Semantic Search Semantic Databases Distributed Search Intelligent personal agents Java SaaS Web 2.0 Flash OWL HTML SGML SQL Gopher P2P The Web The PC Windows MacOS SWRL OpenID BBS MMO’s VR Semantic Web Intelligent Web The Internet Social Web Web OS
some things are constant
“ people actually buying copied DVDs deserve everything they get. why don't they just download them for free like any sensible person”
 
ours is a good business to be in* * until the robots takeover anyway
2007 - UK £2.8 Billion 38% year-on-year like-for-like increase, taking the medium to a market share of 15.3% Set to overtake TV next year
shifting business models
but especially
Google a technology company takes nearly half of all UK online advertising C. 98% of revenue comes from (Search) advertising charges individuals for almost nothing
 
but… “ Google needs an Act II, otherwise, the growth is going down to 30%" in the next few years.” Jordan Rohan, Internet analyst at RBC Capital Markets
Google Share Price
Google Share Price (now)
what next? Tim Armstrong Google's North American president for advertising and commerce
what next? beyond search "We will be very disappointed in 2008-2009 if we don't have a very significant position in the display ad marketplace” "Over time, the Google ad system won't differentiate between search and display…” Tim Armstrong Google's North American president for advertising and commerce
+
+ +
what next? Tim Armstrong Google's North American president for advertising and commerce
what next? beyond the web “ We want every advertiser to put all their assets in our system with multiple creatives that can go against all types of media reaching the right person in the right place.” Tim Armstrong Google's North American president for advertising and commerce
 
offline is not so easy
but… TV meets interweb digital infiltrates meatspace
TV.com Internet TV IPTV Web TV Progressive downloads “ Click and watch” Streaming Pre-downloads Streaming To TV screen Peer to peer to PC screen
more devices
video ads on web pages
IBM says ‘ consumer bimodality ’
translation “ I'm a self-facilitating media node”
Source: BARB/Infosys/IPA … we’re not all nathans yet 3.7 hours of broadcast TV - 10 minutes more per day than 1997 2.24 hours of commercial TV - 14 minutes more per day than ten years ago
 
 
Perhaps we have multiple personalities Anna as in “analog” passive-reflective “ enriched“ Andi as in “analog-digital” playful-interactive “ enabled“ Syndi as in “synthesizing” sharing-networking “ connected“ D.J. as in “Digital Joe” or “Jane” creative-impactful “ empowered“ me! Source: Herman Gyr, Enterprise Development Group
digital infiltrates meatspace
the geoweb
augmented reality
augmented reality head-mounted display tracking system mobile computing power
augmented reality
 
RFID & the internet of things
Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure wi-fis and RTLS
wi-fis and RTLS Google is pressing the US government to allow the unlicensed frequencies of TV "white space" to be used for wi-fi. BBC News, March 25 th , 2008 Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure
can anyone challenge Google?
Microsoft are shifting to become an ad funded tech goliath “ Over time, all ad money will go through a digital ad platform,” “All media goes digital; all advertising goes digital.” “ As much as people sometimes like to pick bones with advertising, people much prefer an ad-funded experience to one that they pay for ,” he said. “ Even the basic software that we’ve delivered for so many years — if it can be ad-funded in the way it gets delivered to consumers, it probably will be ad-funded .” Steve Ballmer, October 2007
 
 
desktop vs cloud computing
is Microsoft surrendering to the cloud? Live Mesh a seamless mesh that can synchronize content, services and applications across a variety of devices and user scenarios via the Web as a hub.
social backlash
some perspective is required
Let’s take a social media aside
Let’s take a social media aside
“ I believe we will look back to 2008 and think it archaic and quaint that we had to go to a destination like Facebook or LinkedIn to “be social”. Charlene Li, VP and principle analyst, Forrester Research
Groundswell Consumers’ growing web participation and interaction, AKA social media, has created a groundswell of customers with the power to make, brake, create and cripple brands via widespread social interactions. Embrace the opportunities and adopt customer-centric thinking Generate research insights, extend the reach of marketing, energise sales efforts, cut support costs and stoke the innovation process Charlene Li, VP and principle analyst, Forrester Research
 
 
in summary the future is blurred
in summary the future is blurred search blurred with display online blurred with offline TV blurred with interweb meatspace blurred with cyberspace social media blurred together commercial content blurred with editorial advertising blurred with pr
in conclusion you ain’t seen nothing yet “ the future is here. It's just not evenly distributed yet ” our industry is part of this future embrace change (or buy a walled compound in rural Wales and start stockpiling)
APPENDIX unused extra slides…
With DoubleClick, Google moves closer to creating its advertising dashboard. Couple Google and DoubleClick's metrics and you have some real power. Google now has everything in place to be a complete advertising operating system with a host of business intelligence metrics.
Spimes??? In August 2004 he suggested a type of technological device (he called it "spime") that, through pervasive RFID and GPS tracking, can track its history of use and interact with the world. Bruce Sterling
Cool stuff Photosynth http://www.youtube.com/watch?v=p16frKJLVi0 Multi touch http://www.youtube.com/watch?v=4XMSjO2gd2w&feature=related http://www.youtube.com/watch?v=vb5g19Nn4Cc&feature=related
Digital Outdoor
Digital Outdoor
Digital Outdoor
There is no algorithm for creativity Technology + people > technology alone some soothing thoughts before we move on…
 
Rise of the Ad Exchanges "We must not trade our advertising inventory like pork bellies." Wenda Harris Millard Chairman IAB, President of Media at Martha Stewart Living Omnimedia "We like to think of our publisher impressions as diamonds, not pork bellies." Michael Rubenstein Head of DoubleClick's Online Advertising Exchange
the makers of the internet
 
or…
or both…
science fiction?

More Related Content

Digital Roadshow The US Dimension Autumn Updates

  • 1.  
  • 2. digital roadshow the US dimension
  • 3. We’re going to cover: accelerating change the future is free the big G TV meets interweb digital infiltrates meatspace clash of the titans social backlash
  • 4. people overestimate the short-term effects of an action or technology, while underestimating the long-term effects Amara’s Law
  • 5. or doubling every day extra every day
  • 6. or doubling every day extra every day after two weeks £164 £8,192
  • 7. After a month £10.7 million!! £46,500 or doubling every day extra every day after a month £10.7 million!! £46,500
  • 9. from Nova Spivack Connections between people Connections between Information Email Social Networking Groupware Javascript Weblogs Databases File Systems HTTP Keyword Search USENET Wikis Websites Directory Portals 2010 - 2020 Web 1.0 2000 - 2010 1990 - 2000 PC Era 1980 - 1990 RSS Widgets PC’s 2020 - 2030 Office 2.0 XML RDF SPARQL AJAX FTP IRC SOAP Mashups File Servers Social Media Sharing Lightweight Collaboration ATOM Web 3.0 Web 4.0 Semantic Search Semantic Databases Distributed Search Intelligent personal agents Java SaaS Web 2.0 Flash OWL HTML SGML SQL Gopher P2P The Web The PC Windows MacOS SWRL OpenID BBS MMO’s VR Semantic Web Intelligent Web The Internet Social Web Web OS
  • 10. some things are constant
  • 11. “ people actually buying copied DVDs deserve everything they get. why don't they just download them for free like any sensible person”
  • 12.  
  • 13. ours is a good business to be in* * until the robots takeover anyway
  • 14. 2007 - UK £2.8 Billion 38% year-on-year like-for-like increase, taking the medium to a market share of 15.3% Set to overtake TV next year
  • 17. Google a technology company takes nearly half of all UK online advertising C. 98% of revenue comes from (Search) advertising charges individuals for almost nothing
  • 18.  
  • 19. but… “ Google needs an Act II, otherwise, the growth is going down to 30%" in the next few years.” Jordan Rohan, Internet analyst at RBC Capital Markets
  • 22. what next? Tim Armstrong Google's North American president for advertising and commerce
  • 23. what next? beyond search "We will be very disappointed in 2008-2009 if we don't have a very significant position in the display ad marketplace” "Over time, the Google ad system won't differentiate between search and display…” Tim Armstrong Google's North American president for advertising and commerce
  • 24. +
  • 25. + +
  • 26. what next? Tim Armstrong Google's North American president for advertising and commerce
  • 27. what next? beyond the web “ We want every advertiser to put all their assets in our system with multiple creatives that can go against all types of media reaching the right person in the right place.” Tim Armstrong Google's North American president for advertising and commerce
  • 28.  
  • 29. offline is not so easy
  • 30. but… TV meets interweb digital infiltrates meatspace
  • 31. TV.com Internet TV IPTV Web TV Progressive downloads “ Click and watch” Streaming Pre-downloads Streaming To TV screen Peer to peer to PC screen
  • 33. video ads on web pages
  • 34. IBM says ‘ consumer bimodality ’
  • 35. translation “ I'm a self-facilitating media node”
  • 36. Source: BARB/Infosys/IPA … we’re not all nathans yet 3.7 hours of broadcast TV - 10 minutes more per day than 1997 2.24 hours of commercial TV - 14 minutes more per day than ten years ago
  • 37.  
  • 38.  
  • 39. Perhaps we have multiple personalities Anna as in “analog” passive-reflective “ enriched“ Andi as in “analog-digital” playful-interactive “ enabled“ Syndi as in “synthesizing” sharing-networking “ connected“ D.J. as in “Digital Joe” or “Jane” creative-impactful “ empowered“ me! Source: Herman Gyr, Enterprise Development Group
  • 43. augmented reality head-mounted display tracking system mobile computing power
  • 45.  
  • 46. RFID & the internet of things
  • 47. Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure wi-fis and RTLS
  • 48. wi-fis and RTLS Google is pressing the US government to allow the unlicensed frequencies of TV "white space" to be used for wi-fi. BBC News, March 25 th , 2008 Provides active RFID location tracking solutions that utilize a standard Wi-Fi infrastructure
  • 50. Microsoft are shifting to become an ad funded tech goliath “ Over time, all ad money will go through a digital ad platform,” “All media goes digital; all advertising goes digital.” “ As much as people sometimes like to pick bones with advertising, people much prefer an ad-funded experience to one that they pay for ,” he said. “ Even the basic software that we’ve delivered for so many years — if it can be ad-funded in the way it gets delivered to consumers, it probably will be ad-funded .” Steve Ballmer, October 2007
  • 51.  
  • 52.  
  • 53. desktop vs cloud computing
  • 54. is Microsoft surrendering to the cloud? Live Mesh a seamless mesh that can synchronize content, services and applications across a variety of devices and user scenarios via the Web as a hub.
  • 57. Let’s take a social media aside
  • 58. Let’s take a social media aside
  • 59. “ I believe we will look back to 2008 and think it archaic and quaint that we had to go to a destination like Facebook or LinkedIn to “be social”. Charlene Li, VP and principle analyst, Forrester Research
  • 60. Groundswell Consumers’ growing web participation and interaction, AKA social media, has created a groundswell of customers with the power to make, brake, create and cripple brands via widespread social interactions. Embrace the opportunities and adopt customer-centric thinking Generate research insights, extend the reach of marketing, energise sales efforts, cut support costs and stoke the innovation process Charlene Li, VP and principle analyst, Forrester Research
  • 61.  
  • 62.  
  • 63. in summary the future is blurred
  • 64. in summary the future is blurred search blurred with display online blurred with offline TV blurred with interweb meatspace blurred with cyberspace social media blurred together commercial content blurred with editorial advertising blurred with pr
  • 65. in conclusion you ain’t seen nothing yet “ the future is here. It's just not evenly distributed yet ” our industry is part of this future embrace change (or buy a walled compound in rural Wales and start stockpiling)
  • 67. With DoubleClick, Google moves closer to creating its advertising dashboard. Couple Google and DoubleClick's metrics and you have some real power. Google now has everything in place to be a complete advertising operating system with a host of business intelligence metrics.
  • 68. Spimes??? In August 2004 he suggested a type of technological device (he called it "spime") that, through pervasive RFID and GPS tracking, can track its history of use and interact with the world. Bruce Sterling
  • 69. Cool stuff Photosynth http://www.youtube.com/watch?v=p16frKJLVi0 Multi touch http://www.youtube.com/watch?v=4XMSjO2gd2w&feature=related http://www.youtube.com/watch?v=vb5g19Nn4Cc&feature=related
  • 73. There is no algorithm for creativity Technology + people > technology alone some soothing thoughts before we move on…
  • 74.  
  • 75. Rise of the Ad Exchanges "We must not trade our advertising inventory like pork bellies." Wenda Harris Millard Chairman IAB, President of Media at Martha Stewart Living Omnimedia "We like to think of our publisher impressions as diamonds, not pork bellies." Michael Rubenstein Head of DoubleClick's Online Advertising Exchange
  • 76. the makers of the internet
  • 77.  
  • 78. or…