Posts Tagged ‘immersion’

The Future of Advertising

An in depth article on the Future of Advertising by Derek Woodgate.

http://www.beinkandescent.com/articles/1891/nov-future-of-advertising-derek

Takeaways

  1. The four interacting layers making up the strategic architecture for the coming revolution in the world of advertising mean that in the coming decade, the field will likely establish that lifestyle spheres are more important than the format itself.
  2. The ability for players to adapt and offer alternatives in real-time, based on consumer reaction/response or degree of engagement will be paramount to creating brand and offering desirability and uptake.
  3. This revolution in the whole advertising will demand the need for substantial changes to business models/financial structures; types of agencies/players; new creative tools and production techniques; and new content providers.
  4. This revolution will simultaneously provide a whole new world of amazing opportunities.
  5. The ability to leverage these opportunities will depend on how agile, fluid, and responsive the advertising industry can become to the real-time needs of the changing human (especially the coming 18-24 year olds), the power of emerging technologies, and the potential that will be provided by new creative approaches, formats, delivery systems, and reception environments.
  6. Personalized, yet often socially mediated interactive advertising, delivered in blended formats across multiple platforms and media simultaneously, will demand a rethink on the whole concept of advertising as it becomes more and more integrated into everyday life and behaviors.
  7. The impending advertising revolution will deliver a whole range of hitherto unknown augmented sensory experiences and environments that are both exciting and engaging.
  8. While providing a greater level of meaningfulness to the consumer, advertisers will be able to better identify and understand what role and pleasure advertising contributes to our overall human development.

The Future of Media

Derek Woodgate speaking on the future of Media to Grad students at Georgia State University Atlanta.

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Convergence vs. Collision: The Future of Personalized Experiential Media

 

Convergence vs. Collision: The Future of Personalized Experiential Media

Derek Woodgate

 

This is an overviewConvergence vs. Collision of a recent presentation by our President, Derek Woodgate.

In an increasingly post‐broadcast world, we are constantly celebrating the values of digital convergence. The multiplicity of interconnected technologies and devices, peer-aggregated media, open source, and collaborative design and development have created integrated communication, media, and entertainment opportunities, augmented by the greater unification of compatible standards.

 

This presentation considers two critical, distinctive strategic possibilities for the future of personalized experiential media. The first—promoting the continuation and expansion of interconnectivity and extension of the “anything, anytime, anyplace, anyhow” trend—we have been experiencing over the past decade. The second strategy amplifies the complexity and hazards of convergence, when too much simply leads to a collision of technologies, cost efficiencies, user ineffectiveness, and more.

 

The presentation looks at the whole field of potential future experiential media with the human at the center. It discusses the role of emotive feedback, affective systems, and invisible, intuitive interfaces and their impact on new distribution methods, new revenue strategies, and changing modes of audience engagement. It also demonstrates ways in which emphasis on the human will give more power to the user in creating more personalized multisensory delivery mechanisms, as well as developments in fully immersive, self‐generating, and responsive environments, metaverses, telepresence, and augmentation through AR, AI, and sensor networks.

 

Finally, we shall see how future experiential media will influence consumer behavior and societal change over the next decade.

 

The presentation covers a multitude of emerging technologies and behaviors that extend the potential of sensory enhancement and immersive environments, such as: adaptive projection maps, holographic overlays, hybrid and imaginary spaces, simulated worlds, and programmed atmospheres, as well as the seamless fusion between entertainment and communication and the seamless movement between real and virtual. The material demonstrates how such events are designed to be adaptive to personal aesthetics, imagination, moods, and emotions in order to facilitate new approaches to exploration, innovation, and learning.

 

The Future of Entertainment 2021

The Future of Entertainment2021lfinal

The Futures Lab, Inc.

391 17th Street NW,
Unit 3011
Atlanta, GA 30363, USA

1-678 595 3302

dwoodgate@futures-lab.com
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