Carla Hendra, CoChief Executive Officer, Ogilvy North America

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Carla Hendra, Co-Chief Executive Officer,
Ogilvy North America
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The Art of the Possible
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Whats on the Verge NOW?
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Original OgilvyOne Research September 2005
The Personal Circuit
Unique and habitual behavior patterns across
media outlets, technology platforms, content and
distribution systems
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Message Overload3000 messages/day/person
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Media Channel Explosion

• - tv/drtv/itv - podcasts - viral
• - print - mobile - blogs
• - digital media - teleweb - live events
• - radio/satellite radio - email - sponsorship
• - branded content - direct mail -
  telematics
• - gaming - DVR - VOD
• - mp3/iPod - outdoor - retail POS
• - packaging - search - IM
• - digital video - collateral - p-to-p

Infinite possibility for personalized channels
and individual programming
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Prime Time All The Time
24 x 7 x 365
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Globality Geographic borders disappearContent
controlled by usersLocal cultural differences
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Physical Virtual Settings
At Home competing platforms On-The-Go
infinite variation At Work fixed and remote
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The Personal Circuit
Unique and habitual behavior patterns across
media outlets, technology platforms, content and
distribution systems
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Jason 16 year-old male gamer
CIRCUITS
ESPN.com
Yahoo.com
X-Box
iPod
The Economist
Streaming Video
Blackberry
Movie Theaters
Gawker Blog
Lifetime
Vogue
The Daily Show
Online Gaming
AOL.com
CNN.com
TiVo
Instant Messenger
Cell Phone
The Sopranos
Epicurious .com
CBS Sportsline .com
ABC
PSP
Fast Company Blog
Write Own Blog
NBC
NYTimes .com
PlayStation
The New York Times
Hotmail
Ebay.com
Yahoo Mobile
LA Times
Face Book.com
DVDs
Amazon.com
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Anne 44 year-old working mom
CIRCUITS
ESPN.com
Yahoo.com
X-Box
iPod
The Economist
Streaming Video
Blackberry
Movie Theaters
Gawker Blog
Lifetime
Vogue
The Daily Show
Online Gaming
AOL.com
CNN.com
TiVo
Instant Messenger
Cell Phone
The Sopranos
Epicurious .com
CBS Sportsline .com
ABC
PSP
Fast Company Blog
Write Own Blog
NBC
NYTimes .com
PlayStation
The New York Times
Hotmail
Ebay.com
Yahoo Mobile
LA Times
Face Book.com
DVDs
Amazon.com
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Steve 47 year-old SMB, sports lover
CIRCUITS
ESPN.com
Yahoo.com
X-Box
iPod
The Economist
Streaming Video
Blackberry
Movie Theaters
Gawker Blog
Lifetime
Vogue
The Daily Show
Online Gaming
AOL.com
CNN.com
TiVo
Instant Messenger
Cell Phone
The Sopranos
Epicurious .com
CBS Sportsline .com
ABC
PSP
Fast Company Blog
Write Own Blog
NBC
NYTimes .com
PlayStation
The New York Times
Hotmail
Ebay.com
Yahoo Mobile
LA Times
Face Book.com
DVDs
Amazon.com
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CIRCUITS
How Will Brands Gain Access and Influence?
ESPN.com
Yahoo.com
X-Box
iPod
The Economist
Streaming Video
Blackberry
Movie Theaters
Gawker Blog
Lifetime
Vogue
The Daily Show
Online Gaming
AOL.com
CNN.com
TiVo
Instant Messenger
Cell Phone
The Sopranos
Epicurious .com
CBS Sportsline .com
ABC
PSP
Fast Company Blog
Write Own Blog
NBC
NYTimes .com
PlayStation
The New York Times
Hotmail
Ebay.com
Yahoo Mobile
LA Times
Face Book.com
DVDs
Amazon.com
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Segmentation on Steroids?

• Not just micro-segmentation
• Constant, personal opt-in and opt-out
• Overlapping and highly distinct behaviors

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Key Implications Not reach, frequency,
daypart gameTargeting behavioral,
psychographicNew success metricsEngagement
depth, duration, activityExperience quality,
immediacy, connectivityEntertainment personal
programmability
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Behavioral Targeting

• Personal patterns from live data
• Automated targeting systems
• Dynamic updates
• Real-time analysis and optimization

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Essentials

• Content aggregators and filters
• Peer-to-peer
• community-building platforms
• personal networking
• On-demand media and content
• Big, bold, creative ideas

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Digital Lifestyles TodayPersonal Circuits in
ActionA Short Film
Producer, Maria Mandel, Digital Innovation
Group Creative Director, Jan Leth,
OgilvyInteractive Film Production, _at_radicalmedia
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