Reading this article reminded me of an acid trip I had (thanks Steve Jobs), where I was completely surprised by how much was going on when the "filter" was removed and I felt as though I was able to look at what my subconscious was doing. I wrote a really long essay about it (unreleased), but I didn't feel all of it was relevant so I'll just summarize my thoughts here: I was pretty surprised at the depth of thoughts I could access when I tried LSD.
I was surprised at the speed of the processing: simple thoughts like "bike" would trigger an enormously long chain of associations and thoughts that would go all the way back to my childhood, and I would vividly recall pictures of my first bike, but even now when I try to think of it I have trouble recalling such vivid memories.
I'm not quite sure whether the LSD caused me to think more about things, or whether it simply removed a filter that otherwise would exist without the drug. Either way, I walked away from that trip thinking, "there's so much more going on up there than I realize."
1) Tablets are important (apple is taking over the world), lots of potential for advertising innovation given technology like touch and gestures
2) All data will live in the cloud
3) More stuff happens peer-to-peer (Airbnb vs hotels)
4) There will be a lot more startups; you'll need to begin working with startups while they're small
5) Facebook is a big deal, sort of like iOS; they haven't tried to start making money yet. wait for the growth group for finance.
6) More companies are moving into the software business (how do I start a software company in the ad business?)
7) It will be possible to target ads very precisely. what would a super precise ad look like? assume you knew everything about the person, what ad would you give them? think about it that way.
8) Measurement is going to become more important. google makes a lot of its decisions using data.
9) Creative will fuse with generated; games are like branched movies. ads could be transformed similarly (executing a function where the user is an argument)
Summary: in the future, think of the world where more stuff is known about more people.
I was surprised at the speed of the processing: simple thoughts like "bike" would trigger an enormously long chain of associations and thoughts that would go all the way back to my childhood, and I would vividly recall pictures of my first bike, but even now when I try to think of it I have trouble recalling such vivid memories.
I'm not quite sure whether the LSD caused me to think more about things, or whether it simply removed a filter that otherwise would exist without the drug. Either way, I walked away from that trip thinking, "there's so much more going on up there than I realize."