16.20 - 16.40: Keynote: the future of technology and advertising: big data, zero privacy? Gerd Leonhard, futurist, author, CEO of The Futures Agency
Meet me in London Oct 8 —- should be great fun::)
The charm of traditional advertising was in cost and efficacy. One ad could be produced and — with minor adaptation — pumped into a handful of media channels with enough repetition to create awareness and interest to buy. If advertisers are going to have to create unique formats mixed with unique content for each and every different channel and platform, it’s going to massively affect not only budgets and timelines, but also a brand’s ability to get their message out to a larger audience in the same way that they used to. The somewhat ironic irritant here is that marketers know and understand that the best kind of advertising is when the message feels unique and highly personalized to both the consumer and how the ad is placed within the context of the media channels.