Excerpts from a recent talk at SEMPL 14 in Portoroz. Enjoy! Visit my slideshare page for more stuff.
Entries categorized "Future of Advertising"
January 14, 2013
November 23, 2012
Facebook knows what we SAY but Google knows what we THINK - where does this leave us?
Think about it for a minute: Google knows our deepest secrets because we search with INTENTION - and in realtime, and often even in real-place (i.e. when using mobile devices) - for the things that matter to us - whether it is an upcoming trip or a disease that we are suffering from, or vexing problem we may have. Google knows all that stuff, and keeps it in their records (unless we take steps to delete it all... allegedly). Facebook, on the other hand, just knows what we SAY, what we share, what we purport to LIKE. That's also quite deep but... there is a big difference. Your thoughs? Browse my Privacy to Publicy links to read more
November 15, 2012
November 11, 2012
October 23, 2012
October 05, 2012
Webinar invitation: Privacy versus Publicy - the next 3 years. Public debate between Author Andrew Keen and Futurist Gerd Leonhard (October 26 2012)
Please join me for this debate - should be great fun. Andrew Keen - often called the Anti-Christ of Silicon Valley - is a long-time colleague of mine and even though we don't agree on a lot of things he puts forth about in his 2 most recent books (The Cult of the Amateur, and the newest Digital Vertigo) I respect his work a lot - don't miss this; sparks are sure to fly.
Attendance is limited to 100 people so sign up early (and be sure to log-in at least 20 mins before showtime:)
Privacy versus Publicy: the next 3 years. A public debate with Author Andrew Keen and Futurist Gerd Leonhard
Fri, Oct 26, 2012 6:00 PM - 7:00 PM CEST i.e. 12 noon EST, 9am PST, 11 pm Sinagpore etc
Gerd Leonhard aka MediaFuturist is a futurist, keynote speaker,
author and CEO of TheFuturesAgency, based in Switzerland. He is (mostly)
a proponent of what he calls 'The Networked Society', the SoLoMo
internet (social, local, mobile) and freemium business models; and
foresees great opportunities in the global empowerment of creators and
consumers powered by digital technology. His latest book is 'the future
of content and can be found on Amazon see http://www.gerd.fm/focbook
Andrew and Gerd will present some of their key insights for approx.
10-15 minutes each, and will then debate the most crucial issues such as
what privacy means in a connected world, whether 'the crowds' are
actually being empowered or not, what the future role of social media
will be, what the true meaning of a networked society is, and what the
media landscape will look like, in the future.
Get ready for some serious sparring - which will also involve the
participants, both via messages and chat as well as via audio
intervention (upon invitation only).
This seminar will be recorded - please be aware of this fact if you
are invited to speak during the session. You can view some of the
previous recordings here: http://gerd.fm/youtubewebi
This session is limited to 100 people so please sign up early; most
importantly please log-in at least 30 mins prior to the starting time.
More about Andrew:
http://www.ajkeen.com/bio/
https://twitter.com/ajkeen
"Andrew Keen has found the off switch for Silicon Valley's reality
distortion field. With a cold eye and a cutting wit, he reveals the
grandiose claims of our new digital plutocrats to be little more than
self-serving cant. Digital Vertigo provides a timely and welcome reminder that having substance is more important than being transparent.
-- Nicholas Carr, author of The Shallows What the Internet Is Doing to Our Brains
More about Gerd
Leonhard
http://www.gerdfuturist.com ... the canvas:)
CEO www.thefuturesagency.com
The Future of Business blog http://www.futureof.biz/
Videos: http://www.youtube.com/gleonhard
http://www.twitter.com/gleonhard
http://about.me/mediafuturist
September 03, 2012
For my readers in Brazil and Portugal: Conteúdo 2.0: a ‘proteção’ está no modelo de negócio
Thanks to Paula Neves and Flavio Gut
Gerd Leonhard: Conteúdo 2.0: ‘proteção’ está no modelo de negócio (Content 2.0: protection is in the business model) e não na tecnologia (pensamentos sobre o futuro da venda de conteúdo).
Abastecido pelas agitações na indústria da música e, finalmente, com a transformação muito rápida dos livros para o formato digital, há bastante debate em torno do fato das pessoas compartilharem habitualmente isto é, redistribuírem conteúdo digital sem que os usuários paguem por isso. Como se pode monetizar o conteúdo se a cópia é gratuita? Essa pergunta é uma questão chave em todos os sentidos, seja com a música, com livros digitais, noticiários, editoração, TV ou filmes.
Há o medo, claro, de que a partir do momento que um item digital foi comprado por uma pessoa, ele pode ser facilmente encaminhado para qualquer um se estiver num formato aberto, assim reduzindo significantemente a possibilidade de que outra pessoa pague dinheiro real por ele também (claro que o mesmo também é verídico para conteúdo digital supostamente trancado ou protegido – só demora um pouco mais). Não ter mais controle sobre a distribuição = não ter mais dinheiro. Certo?
Read more here
Check out my Kindle book 'The Future of Content'
July 19, 2012
June 22, 2012
Join us on July 19th: free webinar on the Future of Media - Mobile, Social, Cloud... and Paid? With Futurists Ross Dawson and Gerd Leonhard
Fellow media futurist and Futures Agency colleague Ross Dawson and me are delighted to announce this free webinar on July 19, 2012, at 2pm CET, 1pm UK, 8 am EST, 8pm Singapore & HongKong, 7pm Jakarta time. Attendance is limited to 100 people so sign up early. Emphasis will be on discussion and questions rather than presentations.
The Future of Media: Mobile, Social, Cloud... and Paid? With Futurists Ross Dawson and Gerd Leonhard
Join us for a webinar on Jul 19, 2012 at 2:00 PM CEST.
Register now!
https://attendee.gotowebinar.com/797gl/register/8547917098258049792
Both Ross and Gerd have spend the past 10 years researching, writing and speaking about the future of media & content, and have worked with over 150 clients in 27 countries on many of the key topics such as monetization and new, web-native business models, curation and filtering, the global shift to mobile devices and what it really means for media, the dramatic convergence of Internet and television, the move from media ownership to cloud access (such as in books or print), the future of advertising (and whether it can fund media productions), crowd-sourcing, UGC and social media, and much more. In this free webinar, Ross and Gerd will present 5 key points on the future of media (print, tv, films, music etc) each - approx. 20 minutes in total - and then take questions from the participants (via the chat functions or twitter). The goal is to have an in-depth, ad-hoc conversation that involves the participants as much as possible. You can also ask questions beforehand, via @gleonhard or @rossdawson #futmedia
PLEASE NOTE: attendance is limited to 100 people - sign up early:)
Find out more about Ross Dawson:
http://rossdawson.com/
https://twitter.com/#!/rossdawson
http://www.youtube.com/user/rossdaht2/videos
Find out more about Gerd Leonhard
http://www.mediafuturist.com/
https://twitter.com/#!/gleonhard
http://www.youtube.com/gleonhard
After registering, you will receive a confirmation email containing information about joining the webinar.
April 12, 2012
Data is the new Oil, Privacy becomes... Publicy? (my presentation at SwissNexSF)
This is the slideshow from yesterday's SwissNex event in San Francisco. Hopefully we will have a video available, soon, as well (check my Youtube Channel)
"Data is exploding all around us: every 'like,' check-in, tweet, click, and play is being logged and mined. Many data-centric companies such as Google are already paying us for our data by providing more or less free services. Is data the new oil? TFA CEO Gerd Leonhard leads fellow thinkers Stowe Boyd, Jamais Cascio, and Andreas Weigend in an exchange on where data is going, and how we are going along with it. Data will become a key currency, as it is a virtually limitless, non-rival, and exponentially growing good. Do we need regulations or trust frameworks to deal with it? Can data really be safeguarded in an entirely free-market system governed by commercial interests? What will Generation AO (always-on) share with whom, when, where, and how? And if data is the new oil, how do we avoid wars and global conflicts fought over it...?"
Data is the new Oil, Publicy is the new Privacy (Futurist, Speaker Gerd Leonhard)
View more presentations from Gerd Leonhard
March 31, 2012
New video interview: the future of social media, paid content, data-oil, marketing and communications
This is a new video with a short and to-the-point interview produced by marketing magazine The Drum at Digital London, see http://www.thedrum.co.uk/news/2012/03/31/video-futures-agency-ceo-gerd-leonha... about the future of social media and how it will impact us. Most important message: in a digital society, you can't FORCE people to pay, you can only ATTRACT them to pay. Original video is at http://youtu.be/2jT6NcKmoM0 - thanks to everyone at Drum Magazine for making this available.
March 20, 2012
Get this new report (free): the future of technology disruption in business (Ricoh / Economist)
Just found this via Ricoh Europe, in collaboration with The Economist (free PDF download, but requires email registration). This is a definitive MUST READ. Serious intel and stats here, and totally spot-on foresights.
March 03, 2012
Must read Article: I'm Being Followed - How Google and 104 Other Companies Are Tracking Me on the Web (via The Atlantic)
A couple of interesting finds in this piece below: a) we should probably be able to prevent even the collection of data online (not just its use) b) anonymity means little in a world where numbers are names, too.
Read and think...
I'm Being Followed: How Google—and 104 Other Companies—Are Tracking Me on the Web - Atlantic
"If a company can follow your behavior in the digital environment — an environment that potentially includes your mobile phone and television set — its claim that you are “anonymous” is meaningless. That is particularly true when firms intermittently add off-line information such as shopping patterns and the value of your house to their online data and then simply strip the name and address to make it “anonymous.” It matters little if your name is John Smith, Yesh Mispar, or 3211466. The persistence of information about you will lead firms to act based on what they know, share, and care about you, whether you know it is happening or not...."
Get my free iPhone & Android apps http://mobileroadie.com/apps/Futurist
February 20, 2012
Data is the new oil - and 'publicy' is the new default
Cross-posted from the Orange Rag, in prep for the upcoming LawTech Futures event in London, in March 2012
When observing the explosive growth of the mobile Internet, the ubiquitous availability of ever more powerful digital devices as well as the global boom in social networking, it becomes patently clear that there is a common economic force behind these trends, and that force is data.
In this hyper-networked society, everyone seems to want to know what we think, all the time, what we like, where we are and who we are connected to. Data (and metadata, i.e. data about data) is quickly becoming a primary force in our digital society, and since successful advertising is forever based on having good data on who is on the other end, the consumer is becoming more powerful than ever before – if he/she opts out of providing data it’s game-over. Never before did consumers wield this much power over marketers; never before could we trade our data for free goods and services in this way (eg Gmail, Skype, LinkedIn, Twitter, Facebook). The quest for data has made us powerful but it has made us dependent on its benefits as well. The Faustian bargain is in full swing.
Some pundits even argue that the only reason advertising in its ‘traditional’ form (a global business worth approx. $550 billion per year) ever existed was simply because we were not yet truly connected, and had no real way to ignore it. Interruption was the game, and the loudest yelling was the best way to sell. Now, with digital technologies in the hand of billions of consumers, we are indeed ignoring what we have no use for, and from our media we expect a lot more than meaningless noise and interruptions. If we provide our cherished data we will expect perfect matches, i.e. a sprinkler system of truly good stuff not a fire-hose of noise.
Because we can now wield data as our currency, we will no longer tolerate interruptions, meaningless pitches, disruptive pop-ups or junk email. Very soon we will be open only for truly personalized offers, real meaning, solid relevance, timeliness, word-of-mouth, and yes, real transparency and truthfulness. It’s all about merit and values that are geared 100% towards us, not to everybody else, or someone else. Our data has become our weapon, and we will barter hard with it. Trillions of dollars of marketing, advertising and public relations budgets are at stake.
Clearly, going forward, if brands and their marketers, the media, and the ads and messages we see do not provide real value we will quickly lock them out of our lives. Useful, data-rich and properly permitted advertising is indeed becoming content itself, and the-people-formerly-known-as-consumers are getting better and better at creating meta-content as well. The power has shifted from the middle to the edges ie to the users, and to the creators (and this is, by the ay, why we have so much upheaval in the content business).
Of course, the key question for marketers still is the same but has just become much more Darwinian: how can you cut the noise, how can you be relevant, be truly wanted (and possibly even loved, like Apple), make a better match, and benefit from meaningful connections? How can you turn the intent of selling into content, into engagement, into mutual appreciation? Is that even possible in the age of digital empowerment? Yelling is dead, and engagement needs permission - a tough but extremely rewarding challenge.
This is where we must consider the enormous value of data, and what it will mean to this new playing field.
Data is now generated at an exponential rate, every day, by billions of users forwarding a link, rating a site, commenting on a blog, tweeting, sharing bookmarks, allowing cookies on their devices, sharing their location, logging into websites, liking something on Facebook. Everywhere we go, everything we do, every move we make around the Net (and soon, elsewhere, as well) creates click-trails, leaves digital breadcrumbs, produces data exhaust, and creates what I like to call meta-content, ie content around content.
In our immediate future are faster mobile Internet access at a much lower cost and much cheaper, yet more powerful and smart, mobile devices, connected devices that are not phones or computers but things, objects and products; computing shifting from tethered computers and mouse clicking to tablets, touch-screens and finger-sweeping; and from downloading to cloud-tapping, which without a doubt will generate seriously more data than ever before, and at an increasing faster rate.
The mind boggles (or, as some would say, it recoils) over the possibilities as well as the challenges. data is the new oil and just like we fought over oil we will fight over data – however these fights will be visible to everyone, and will be fought in public.
Whoever gets to sift through this data, slice and dice it, move it around, make it useful, define its legal and fair use, and somehow make sense of it all, is probably going to be more powerful than Big Oil has ever been. Google, Facebook and yes, Twitter, come to mind immediately.
Something that we must certainly come to grips with is that privacy will almost certainly become something that we must act on to get back, rather than something we attain or retain by mere default. In a way, as Jeff Jarvis likes to put it 'Publicy' is now the default, and privacy is merely an option (and an action item!). Scary thought or huge opportunity? Either way, those powerful new tools of sharing and self-publishing will require that we learn to realize, accept and handle new responsibilities, as well – now that all of us can easily and constantly connect, we also need to learn new limits, new do's and don'ts – and the purveyors of this new power need to help us rather than merely seduce us.
The data that all of us are increasingly generating and constantly spreading as most of us are switching to an always-on mode, will be at the core of all future success in marketing, branding and advertising – and for that alone it's roughly worth $1 trillion already (counting advertising spend, marketing and communication budgets, data- mining etc).
If the future TV does not know who we are, where we are, what we have watched, for how long, who we have shared shows with, what we have commented on, how we rate things, then the marketers' job will become a lot harder, if not impossible. Matches can't be made, relationships can't be forced, brands can't be followed, connections are interrupted.
Getting too little or bad data – or not understanding it – will literally mean running out of gas in the middle of the desert. Therefore, the mission is to keep it all fuelled up. And just like oil, there will be a myriad of issues (hopefully, not wars) that will arise with the responsible and fair practices of drilling, pumping, shipping, refining and dispensing of data. But without a doubt these issues will be solved in due course because this Data-Oil is very potent and because the responsible use of it will light up so many households that a sufficient incentive for problem-solving exists. Telecom companies and mobile operators will want in on this game, as well – afterall, it's their networks that make this all work (for now).
My prediction is that we will see a huge influx of companies dealing with the various aspects of data drilling, shipping, refining and remixing, and that the next Exxon or Mobil may well be a data-slicing company. Hopefully, they will be more ecology minded and sustainable, though. Agencies, marketers and brands need to embrace the challenges and stake out their roles in this new Data-Oil ecosystem.
Gerd Leonhard
Keynote Speaker, Think-Tank Leader, Futurist, Author & Strategist, Idea Curator, some say Iconoclast | Heretic, CEO TheFuturesAgency, Visiting Prof FDC Brazil, Green Futurist
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