Gerd Leonhard at Google Tech Talk (London, July 2008): The Future of Advertising, Branding, Media and Communications

Image by gleonhard via Flickr

I held this talk at Google London, on July 11, 2008. More details here. 63 minutes only ;) Update: download video file 64MP mpeg4

Topics: "The Media Industry is in total upheaval due to the Internet - it took a lot longer than anticipated but it's now even more disruptive than we ever imagined. New and rapidly emerging cultural practices fueled by technology are erupting all around us: creators and users are both going direct (and overlap, too!),  'Feels like Free' has become the standard for music and video, complete fragmentation of audiences threatens many incumbent media business models, and Search now is Media.  And finally, the Social Web may be alleviating the need for advertising as we knew it: brands can now pull the people formerly known as consumers with ads that are or feel like content, 'meet' and befriend users directly and engage them rather than enrage them with meaningless banners or TV spots. What would a web-native media ecosystem look like, and what will this mean for Marketing, Branding and Advertising?  In a world where listening to / watching anything equals copying, downloading or receiving content, where access replaces ownership, how will content creators generate revenues? Is 'Control' over media needed in order to monetize it, and if not, what are the alternatives? Will everything be free, wholly supported by Advertising and Up-selling?

Google Tech Talk with Gerd Leonhard: The Future Of Media, Advertising, Branding and Communications

View SlideShare presentation (tags: gerdleonhard gerd google techtalk)

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Comments

[Mike Chelen]

Looks interesting, and making the video available on BitTorrent allows truly distributed publication.

Torrent page: http://www.mininova.org/tor/1898838

Direct download: http://www.mininova.org/get/1898838

Kudos!