Addressable Advertising in UbiCom World

2© 2013 DeanDonaldson.com | All Rights Reserved
@DeanDonaldson | http://NothingToHide.Us
03:15
in a ubiquitous world
advertising
addressable
@ Dean
Global Innovation Consultant
Donaldson

Half the money I spend
on advertising is wasted
but I can never find out
which half
John Wanamaker, Pioneer of Department Stores, 1877

Tracking

✓

touchpoints6
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
© 2013 DeanDonaldson.com | All Rights Reserved

2-way
Comms
Audio
Visual
WiFi
BlueTooth
NFC
?

big data
intelligence
multi-screen
distribution

big data
intelligence
multi-screen
distribution“single” advertising
management system

こんにちはg'day
bonjourguten tag नमस्तेciào
aloha
γειαhola
cze
shalomdobrý de你好
grüßgott
hoi
hei안녕하세요 alôprivetsalutjó napot
jambo
sawubona“hello”
“ok?”
“good”“good”

I’ll be
backretargeting the consumer

$12.6M

Upsetting the Apple Cart
Thomas Hallik
Donny Riveras
Donny Riveras
Thomas Hallik
Steve Roskpier
Unfriend
x

Religion
That’s me in
the corner...

Vatican Crowd

1 Billion Followers
700
2.3M‘How to Become Pope’

1 Billion Followers

vs
5years ago?

5years from
now
?

is but a twinkle in the eye
technology

He’s the Mann
1980’s
1990’s
Steve evolved wearable computers

but they’re not ‘lovin’ it...’
‘Cyborg’ chucked out
of Paris McDonalds
“He angrily grabbed my eyeglass, and
tried to pull it off my head. The eyeglass
is permanently attached and does not
come off my skull without special tools.”

Stop the Cyborg
Seattle Café
West Virginia
‘Whilst Driving’
“Google Glass is banned
on these premises”

IDvs.

sift
technology

Viviane Reding
EU Commissioner
“The Commission is closely monitoring the use of
behavioural advertising to ensure respect for our
privacy rights. Now, European privacy rules are
crystal clear: a person's information can only be
used with their prior consent. Transparency and
choice are key words in this debate…
...Europe has clear principles concerning privacy
and the protection of personal data.
They are fundamental rights!”

Laying down the law
"…ensure that the storing of information, or the
gaining of access to information already stored,
in the terminal equipment of a subscriber or user
is only allowed on condition that the subscriber
or user concerned has given his/her consent,
having been provided with clear and
comprehensive information.”

Laying down the law
by May 2011
50%

Beheading vs Breastfeeding
"Photos and videos containing nudity, drug use
or other graphic content are not allowed on
Facebook… but Facebook is a place to share
experiences [controversial events] such as
human rights abuses, acts of terrorism and other
violent events [if seeking to condemn them]”
1
✓✗pornographic experiences

Quis custodiet
ipsos custodes?
Who Watches the Watchers
Roman Poet Juvenal

Nostradamus
There shall be seen the
sports of the ghostly sacrifice.
Not far from the great  
age of the millennium.
1

Big Brother
is watching
1

He required everyone
small and great, rich and poor, free and slave— to be  
given a mark on the right hand or on the forehead

Without the mark of the name of the
Beast or the number of its name, it was
impossible to buy or sell anything

Solve a riddle: Put your heads together and figure
out the meaning of the number of the Beast.  
It’s a human number.
The Book of Revelation 13: 16-18
666

Transport / Language / ID System
singular

National ID

21yrssince first URL
<CERN>

21yrssince first URL

TODAY
there are now more
networked devices than
humans on the planet
2012
Beyond the Browser

8.7BnConnected devices in 2012
Source: Morgan Stanley / Cisco

(Average 10 devices per person on planet!)
Source: Morgan Stanley / Cisco
75BnConnected devices by 2020

There are already cameras and computers
that are less than 1 cubic millimetre
Source: Cisco
TO SCALE OF ANT

second life

Living in a Ubiquitous World

entertain
out of home

License to think

© 2012 Digital Generation Inc. All rights reserved.
mass
media

In Car Advertising

disconnected

comfortable
consumer

Smart Appliances

Small Device Huge Savings
£140per year

internet of things
connected
>

59
States of Convergence

60
Solid

61
Liquid

62
Gas

63
In the Cloud

64
Video is everywhere

What is TV?
65

65

65
...continuous play@DeanDonaldson | http://NothingToHide.Us

66
Screens are Getting Bigger
4KUltra High Definition (UHD)

50”

Visual Navigation

Mind Bending

do you ‘mind’?

Become Jedi you must

Evolution
content + apps + ads

On your television.Apps.
smart 80© 2013 DeanDonaldson.com | All Rights Reserved

User challenges LG on collecting ‘viewing habits’ data even after deactivating privacy setting

"A firmware update is being prepared
for immediate rollout that will correct
this problem on all affected LG Smart
TVs so when this feature is disabled,
no data will be transmitted…”
User challenges LG on collecting ‘viewing habits’ data even after deactivating privacy setting

Smart TV
↑44%
Tablet
↑75%
PC
↓55%
Mobile
↑63%
Source: AMS
Internet Access 2015

whatever
whenever
wherever
c
8M

85
TV

© 2013 | All Rights Reserved
@DeanDonaldson
Global Shipments
86
900m
172m Source: IDC

@DeanDonaldson
Global Shipments
86
>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC

@DeanDonaldson
87
63%tablet video is  
watched at home
Truly Portable TV

@DeanDonaldson
87
Truly Portable TV

@DeanDonaldson
88
9%?!wiping?
swiping?
What are you

Internet Traffic will be video by 2014
91%
(It made up about 40% in 2012!!)

focus
dataon

Last year, more data was
generated by individuals
than in the entire history
of mankind through 2010.

Internet = 6 Petabytes
6Eb6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET
GLOBAL MOBILE DATA

“
”
2017
How may I help you,
human?
instant translation

1990Technology marvels

SmartPhone
Today’s

@DeanDonaldson | http://NothingToHide.Us source:Daily Mail
94%rather live without sex
than their mobiles!

Multiple Mobiles

6xpenetration

new kids
on the block
Common Sense Media
children under two use a mobile device
38%(that is before they have even spoken in full sentences!!)

amazon
compare
instantly

Compare instantly
84%

((((
Sensory surround

Smart Paper

ePackaging

Smart Clothes

Smart Scents

Terminator Vision

From fixing a car to conducting surgery, SmartGlasses
will increase company profits by $1Bn per annum
2017
Gartner Research
“
”

Car’s Performance
Including average speeds
and fuel consumption

Since 2006

24/7

EXERCISE
WEIGHT
BLOOD

HealthSpot

implantable
pacemaker

cochlea
implant

implantable
telescope

DNA Decoding
chip
Chris Toumazou
European Inventor Award 2014
lab on a

personalised
medicine

Time waits for no man

UbiComp
The Third Wave
Ubiquitous Computing

∞=1

1=1

∞1=

Smart Tags
R

Travel

Radio Frequency Identification
• Read / Writable
• xxMB Storage
• Input via Sensors
• Output via Wireless
• Remote Power Source
RFID

Under My Skin

Access All Areas

Wrigley’s Juicy Fruit
1974
$30M

Kevin Ashton

Taking a Proctor & Gamble
• 2003: Tesco hides bugs in razors
• WHY you pick-up & WHERE you go
• 2007: Tesco wants all products tagged
E V E R Y B O N D Y O U B R E A K . . .

Supply Chain
2005

2009
2.35

2012
1TRILLION

Future Store

In Store Intelligence

Inventory Management

Consumer Backlash

identifiable
personally

iPhone Default Tracking
150

iPhone Default Tracking
150
1. Settings
2. Privacy
3. Location Services
4. System Services
5. Frequent Locations
6. SHOW MAP!!
MOVE YOU MAKE
EVERY

your office is
where your phone is

also your theater...

& your shopping cart

ePOS

Smart Dust
“The computer in your cell phone  
is a million times cheaper and 
a thousand times more powerful and  
about a hundred thousand times smaller  
than the one computer at MIT in 1965.

So what used to fit in a building  
now fits in your pocket,  
what fits in your pocket  
will fit inside a blood cell in 25 years…
That’s a billion-fold increase.”
Ray Kurzweil, Futurist

Near Field

RFID

u-city
Song Do, Korea

Smart Grid

Intelligent Power Supply

Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS

Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
Personal Identification Device (PID)
= targeted ads

[data]

system
payment
2016

Oyster Apple Pay
167

Cashless Generation
84%
Kids born today will NEVER use cash

Battery Tracker

Battery Tracker
No tinfoil hat required
#HiddenTransmitter
Samsung put a hidden transmitter in the
battery to track you and steal your phone
data including your photos!  
youtube.com/0xPZVGPic1M

Contactless
171
NFC : BlueTooth (<20cm) 
RFID : Wireless (~100m)

175

$

Smart Watches
Location Based
Alerts
Pebble

Smart Watches
Location Based
Ads
Pebble

reward
insurance + loyalty + purchases

+
super ID
SCOTLAND’s
Unique Citizen Reference Number (UCRN)

Undocumented Immigrants
“…this card represents who we are: New Yorkers
who value equality, opportunity and diversity”

Tracked whilst shopping
@DeanDonaldson | http://NothingToHide.Us source: Business insider

App targeting + In-app detection
Target by:
Geo
Device
OS
Browser
Day-part
Mobile carrier
Weather
Cellular/Wi-Fi
Keywords
Demographics
Contextual
Behavioural
Psychographic
Twitter

Big-data insights + human insights
OPERA ID: XX-XXX-XX-XXXXXX
MSISDN: XX-XXX-XX-XXXXXX
Fingerprint: XX-XXX-XX-XXXXXX
3rd-party key:XX-XXX-XX-XXXXXX
Opt-out: Yes
Demo: Age 21-34, Gender M, Affluent
Location: 94109 zip, +40.689060 -74.044636
Behavioral: Auto-intender, Movie-goer, Fashion
Websites: CNN.com, Yahoo.com, Greentea.com
Web last date seen: 03/12/2013
Web categories: Sport, News, Business, Real Estate
Click probability: 15%
Carrier: AT&T
Daytime / Office / Travel
Nighttime / Home / Shared with kids

iPhone
Mac: 00-24-22-01-23-45
Samsung
Mac: 00-28-22-09-23-48
HTC
Mac: 00-26-25-05-23-47
Renew
tracker

FDA Approved

?

c
future
the

If all the insects were to disappear from the earth,
within 50 years all life on earth would end.
Jonas Salk

If all human beings disappeared
from the earth, within 50 years
all forms of life would flourish.
Jonas Salk

NOTHINGTO HIDE . US

People are not
Numbers

Thanks. Your turn
@DeanDonaldson

Addressable Advertising in UbiCom World

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