GOA: No media and advertising conference is today complete without a session or at least a passing reference to artificial intelligence, virtual reality, big data or the latest to join the league - internet of things (IoT). Such was also the case at day two of Goafest.
The day began with Kaleidoko digital futurist Jonathan Tavss and transformational strategist Dean Donaldson’s enthralling session. The duo spoke about ideas and new technology and the need for a future of personalisation. Donaldson mentioned that there are 8.3 billion connected devices today which is more than the number of people on the planet. This means there will be 500 billion devices by 2030; which is an average of 60 devices per person. He also noted that brands today latch on to every new technology but hyper-connectivity is equal to over-saturation. Overloaded with choices, consumers have gone from actually consuming to just sampling or scrolling. This is where targeting plays its part and brands need to make a note of that.
Tavss then went on to talk about blockchain for brands and how generation alpha is never going to use cash and they are all going to have an imaginary best friend named Alexa. He also talked about how robots are taking over the world and will become the second biggest purchase for us by 2030 after a home. The duo noted that there is a need for rebirth in media; where rebirth is equal to blockchain + predictive + AI.
The future is going to be about connections between digital and biological. There’s change in the offing like we have never seen before and AI is going to take over. Research says that humans are more likely to chat via text than with humans. Tavss then went on to say that by 2025, we might have a little chip and intel inside our minds and advertising will be “Genomedia”. What does that mean, you ask? Well, it’s when brands will start targeting based on genes and geno-targeted advertising is going to become a reality.
From AI, the session moved to the next hot topic - IoT where SharpEnd Founder Cameron Worth minced no words and spoke about a world where data comes first. He spoke about how his team works on bringing brands and IoT together. “Today, the role of brands is shifting. Brands must respond to the shift in landscape and platforms. New platforms need new specialists”. He concluded the session by stating that brands are adopting tech innovation at scale already and consumers are connected; you should be too.
The day also saw Bollywood actor Siddharth Malhotra reminisce about his most memorable experiences in advertising with ads such as ‘Doodh Doodh’ by Amul, ‘Jalebi’ by Dhara and ‘Girl on the field’ by Cadbury. In his opinion, in-film advertising works brilliantly when done correctly.
Next up was an intense session in an on-air interview style discussion between current union minister of state for the Ministry of Information and Broadcasting (MIB) Rajyavardhan Singh Rathore and Times Now managing editor of politics Navika Kumar. The session focussed on whether brand Modi was still strong enough for the upcoming 2019 elections. From scams to unemployment and economic growth to sports, a wide spectrum of topics was discussed and debated upon that may impact the 2019 union elections.
Rathore, being from a sports background, shared an experience of how China leads in supporting sporting centres. He said that in India, parents never visit the PT teacher when they go for parent-teacher meetings when in fact it is this person who teaches children valuable life lessons about not giving up and teamwork.