How Big Data Will Change Everything

Advertising has long been based on targeting demographics.

Soon, we’ll be able to target actual behavior.

Real-time programmatic advertising, triggered by consumer behavior.

Flow Advertising

The Internet of Things

…in the form of useful and relevant experiences…

Proprietary programmatic systems will place advertising…

A network of sensors sends real-time information to big data servers in the cloud.

One of thousands of different customer behavior models for that consumer is triggered.

…that moves the consumer down the marketing funnel.

All in the blink of an eye.

Mike takes an action that indicates he’s ready to buy. Based on Mike’s previous history, he makes up his mind quickly when it comes to electronics. He’s an impulse buyer. He doesn’t want to be wined & dined. He’s sent an incentive or offer.

Chloe takes the same action, but she only buys after a long courtship, so a broad awareness campaign is delivered, like relevant, sponsored information. For example, suggesting an alternative route to work to avoid bad traffic. It might take months before she gets an incentive or offer.

Thousands of profiles for each person based on different products, environments, triggers, and where they are on the customer journey.

The walls between the digital world and physical world are crumbling fast. Mobile devices currently have the ability to stream video to external monitors, as well as remotely control other devices, and pair with connected cars—and projection isn’t far away. Mobile devices are the obvious places to store consumers’ marketing preferences, and can act as conduits to serve flow advertising.

Samsung is aggressively moving to connect or sync their constellation of products.

And IBM is ready to connect the workplace.

Google Fiber is connecting more cities.

Project Jacquard incorporates sensors into clothes.

Project Soli sensors recognize human motion through radar to control devices

Sensors are getting smaller and cheaper.

The number of quants in agencies is rising.

Storage is becoming less expensive.

Programmatic buying is gaining momentum.

Data processing is getting faster.

But this type of marketing isn’t coming tomorrow.

•  We still struggle to make sense of the data we have right now.

•  We consistently fail to deliver a well-thought-through retargeting campaigns.

•  We are still putting inappropriate ads in front of the wrong audience.

•  Consumers purchase cycles for new, connected appliances is almost 10 years.

The winners will not be the agencies serving coupons to consumers’ phones when they pass a Starbucks. It will be won by agencies that deliver relevant, engaging experiences in exchange for people’s valuable time…

Influence at the moment of decision or just in time information will have a significant impact on micro-moments we have on mobile devices by giving consumers what they want…

…like maybe just tell them a good story.

Mike JohnstonCreative Director, Bigger Picture Seattle

@JohnstonMike4MikeJohnston

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If your advertising goes unnoticed, everything else is academic.

- William Bernbach