media transformative: how widgets close the gap between ad and content
TRANSCRIPT
M e d ia T r a n s f o r m a t iv e David Cushman Bauer Consumer Media
WE SPEAKyou listen
• Who gets to control production of content now?
• Who gets to control production of content now?
Anyone and everyone
• Who gets to control production of content now?
Anyone and everyone• Who gets to control distribution of
content now?
• Who gets to control production of content now?
Anyone and everyone• Who gets to control distribution of
content now?Anyone and everyone
• Who gets to control production of content now?
Anyone and everyone• Who gets to control distribution of
content now?Anyone and everyone• Who gets to control the user
experience now?
• Who gets to control production of content now?
Anyone and everyone• Who gets to control distribution of
content now?Anyone and everyone• Who gets to control the user
experience now?The user controls their own A-Z journey
I made it myself…
EVERYONE IS AN
ADVERTISER NOW
It’s all mine, mine, mine!!!*
*wish it was yours, yours, yours
The outcome relies on 3 things:
The outcome relies on 3 things:
1. A willingness to relinquish control.
The outcome relies on 3 things:
1. A willingness to relinquish control.2. Toolkits users can play with.
The outcome relies on 3 things:
1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.
The outcome relies on 3 things:
1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.
2 and 3 are in place.But are you ready for No1?
What if?
• If• If• If
What if?
• If it is not to control who makes content• If• If
What if?
• If it is not to control who makes content• If it is not to control distribution
What if?
• If it is not to control who makes content• If it is not to control distribution • If it is not to control the user experience
What then?
• If it is not to control who makes content• If it is not to control distribution • If it is not to control the user experience
What is the role of media, then?
Triple play
• Be the thing purchased at the end of the user experience
• Be a discreet element of the experience• Be the menu from which the experiences
are selected
The disruptionhas only
just begun
Follow the widgets:
Find your way
Big thanks!
David CushmanBauer Consumer Media
Twitter.com/davidcushman
All images shared by the Flickr community. We rock!