Category Archives: Connected Technology

Oct 10 2015
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Connected Technology, Mobile

one forwards, two back

For every degree of separation that technology has connected in the digital world, I’m starting to think that many of us are stepping one further away from those we know in the real one.

The six degrees of separation theory was originally set out by Frigyes Karinthy in 1929, then some decades later (hard to find an actual date from the reports freely available) sociologists proved a theory that if you spoke to enough people you were really only three degrees separated. The first degree is physical, the second emotional and the third spiritual.

So if the only thing that depicts the first degree is physicality, then arguably in our digitally connected, socially ‘always on’ world we could all be within two degrees of each other. That sounds quite nice in theory, the prospect of seeking, finding and establishing a new connection with people all over the world.

As someone who spends a lot of time in front of a screen because of my work, I make an effort to not look at my phone when I’m out and about and look up at what’s going on around me. From what I observe, as a society we have become latent in our socialising skills, too many of us are better at being who we are online that who we are in the real world.

Yesterday I overheard a conversation on the train; two girls, one had just dumped her boyfriend, the other was asking her how he’d taken it, she replied ‘I don’t think he knows, I just posted it on Facebook.’ I felt more sorry for her then I did for him, he dodged a bullet there whoever he is…

I’d love to be able to work out the ratio of degrees closer in the digital world v degrees further apart in the real one. Facebook published an article back in 2011 that outlined 4.74 degrees just on their platform and that’s old news now.

For all the time we spend looking down rather than up, what opportunities do we miss to connect to someone properly, physically? Not just your eyes across a crowded room malarkey, but getting to know the guy at the paper stand you pass every day and pick up your copy of Wired from, the couple who take their dog to the park when you do, the lady wearing that really nice dress you’d like to know where to buy.

Forget the rise of the robots, in this smartphone zombie era we’re turning into autobots ourselves.

smartphone_zombies_by_dodo91-d81pgac

Image by dodo91 found on deviantart.com – thank you!

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Aug 14 2015
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A.I., Advertising, Analytics, Big Data, Commerce, Connected Technology, Programmatic

A view on the programmatic semantics of binary trading predication

What the..? You may ask.

Well, I’ll tell you… you see most of my meetings this week have been about the uptake of programmatic, commonly I’m being asked; Is it robust? Is it robots? Are the robots robust? How do I plug it in? Do the robots plug it in? Are the robust robots plugged in?

Breath in.

So, having explained this a lot, I find it’s easier to start with what it is not:

It is not: Real Time Bidding (RTB)

It is not: A new type of media

It is not: A new format, a new device, a new tactic, a new insight or a new inventory. 

It is, quite simply put; AN AUTOMATED PROCESS.

Programmatic Trading simplifies the buying and selling process by digitally connecting the buyer and the seller of the ad space. This brings automation to the process adding operational and pricing efficiencies which take the mundane and repetitive tasks away from humans.

It is important to note that this doesn’t mean that creative is any less important, studies show that creative is still responsible for 70% of the effectiveness, the placement and timing making up the other 30%.

Marketing is, and will always be, about getting the right piece of content to the right person at the right time. Programmatic quite simply means we can be quicker, more effective and therefore scale in a more structured and relevant way. 

I love this example from Nike and Google, it’s a great demonstration of what can be achieved with clever design and RTB, and just recently Unilever have explored the use of video in their Romeo Reboot campaign.

So in summary, you still need a wicked idea, a clever plan and some digital genius behind it, but if you embrace the fact that you can’t be in total control of the real time exchange and you’re prepared to sit back and enjoy the ride, then some really cool stuff can happen. 

And contrary to the title of this post, it’s not that tricky…

image found on adweek.com - thank you

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Jul 30 2015
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Connected Technology, Internet of Things

The Future is White

Well for the Internet of Things anyway…

Ever since attending a talk hypothesising the use of white space a year or so ago, I’ve been wondering who was going to nail it first, now it seems that a collaboration between Ofcom, Microsoft, Google and BT may see a platform launched that will allow mobile phones and tablets to use the space between frequencies without interfering.

For those wondering, white space is the stuff leftover between broadcasting frequencies, they’re generally left open as buffering gaps between transmissions. The complication around using it to date has been that the frequencies vary by region, in size and exist at varying parts of the spectrum, meaning there is no one white space frequency that can be used around the country.

However, Ofcom have created a database that informs devices on the ground which segments of spectrum are available for use in which vicinity, at what point in time, therefore allowing interconnectivity without interfering with the transmission of digital TV.

If this collaboration works, the use of white space will provide another resource of bandwidth that doesn’t rely on mobile networks, providing the potential to connect both mobile and fixed devices to the internet where Wi-Fi cannot reach, bringing the world of iEverything one step closer together…

…creating little bubbles of iMe and iYou.

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Jun 18 2015
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Brand, Business, Connected Technology, Consumer Experience, Internet of Things

The future belongs to connectivity

I spend a lot of my working life developing strategies for brands that need to move from broadcast, through audience engagement, to immersive connectivity, thinking three years into the future as a minimum, then I leave work and step into a broadcast heavy advertising bombardment and it saddens me.

That’s not to take anything away from the clever ads out there, but just imagine a future where advertising is intelligently informed, rewarding at just the right moment rather than randomly broadcast in a vain attempt to get your attention. 

Imagine that subtle product placement is integrated into how you live your life; your fridge is able to provide branded recipes based on it’s contents, your car can recommend a restaurant based on the time of day and your preferred driving routes, that restaurant then has your cocktail waiting on arrival with your preferred gin of choice.

It might sound mildly creepy to some but to me this everyday surprise and delight is an ease of living I am waiting to embrace.

I want brands to enable me to accomplish more, more seamlessly. We’re a few steps away from living in a truly connected world so every exchange between me and any brand should be streamlined at the very least. 

All we’re missing is the common language that connects all our smart devices but this will arrive soon and brands that adopt this thinking now, will be the ones that write the first chapter. 

Brands need to understand that they should be replacing my behaviours, not reinventing them; my ask is simple really, get to know me, then make my life better. 

gin cocktail

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