The future as well as the current state of advertising, marketing, media & technology was enthusiastically demonstrated and dissected at this years’ B&T Live event held at Sydney’s Luna Park on Thursday 30 August.
Naked’s Adam Ferrier spoke about the move away from passive to participatory communication planning, termed as ‘behaviour change.’
The idea behind behaviour change is that people feel inclined to post-rationalise and align their thoughts and feelings with their actions. For example, if you like a brand page on Facebook, you will be more likely to have positive thoughts and feelings about that brand because you feel inclined to justify your action of liking that page.
Data was also a theme, with more devices than ever creating data that is available in real time. Even humans are becoming data sources, (think new Nike Fuel band). The challenge for brands is to work out how this information is now valuable to them.
Adshell CEO Rob Atkinson shared how outdoor advertising is now, with new technology, becoming more engaging and showcased some exciting possibilities for the future of outdoor media such as interactive billboards.
Google’s Brendan Forster gave insight into the Australian smart phone market, which currently has 60% penetration (amongst the highest in the world), and highlighted examples of how Google continues to lead & innovate the technological frontier with groundbreaking technology such as Google Goggles.
All in all it was an insightful & interesting day.