I'm going to spend the next 2 minutes with you to confirm that.

It's some thoughts and some ideas that inspired me

and I hope they're going to inspire you, so let's crack on.

There are 7 billion people on the planet, 50 percent of these, under the age of 30.

They have never known life without the internet.

What is really interesting to me there is 6 billion mobiles.

Out of these 6 billion mobiles, there is 1 billion of them are smartphones.

A billion smartphones.

What's also intriguing, there is 57 percent of people,

rather speak to people digitally than analogue.

So picking up the telephone and calling somebody is cliché.

In fact if you were to call my desk phone in New York city today,

it forwards to a florist in London.

I am one of that 57 percent.

What's also interesting is 48 percent of us,

who have a smartphone have actually bought something.

Intriguing.

What's really intriguing for me, is there are 2 billion people

connected to the internet,

and 70% of those people online like to read blogs.

Interesting.

Things have changed since I grew up in Australia. This is the country I am from.

I grew up in that house in that town.

I am one of ten kids. That's me on the left.

Sweet 17. I'd never been kissed.

What's really interesting, is that at that age,

that was when freedom and independence

and self-expression was positive.

Mini moke indeed, my friend. My first car.

So when I was able to buy a car,

that's when I was able to actually have that freedom of expression.

Today the kids are born connected.

There is something about them, that's sort of ridiculous.

There is a switch they came on and we sort of sometimes wonder

whether we can turn it off. This the world of the doer.

What is really interesting in my mind is that work and leisure

have now blended together to this thing called life.

And it's all the same. And we should enjoy that. No doubt.

How did we get here? We all started in this fragmentation world

of portals, blogs, aggregators and feeds and the rise of the mighty social network.

The social network my friend is not new. It's been around for many years,

but I don't care about the brands, I care about the themes.

These is going to be consistent over the time that we look at social.

Conversation, connectedness, openness, community, conversations, participations.

This is all we care about when it comes to social.

We very quickly move from the information age to the social age.

This is the image of the moment for me. (Laughter)

Seriously.

(Laughter) Indeed.

(Applause)

You've all seen this poster to your social accounts.

This sums up what is going on in social right now.

(Laughter)

I love the bottom one.

I am good at peeing. Awesome.

(Laughter)

Alright. We are just one click away from our personal, most inner thought.

That's the world that we are in today.

This idea of self-publishing, that consumers are now publishers, I love that.

Personal expression is the new form of entertainment.

That's what social really taught us.

What do we do online? We consume and share content.

The ways that you expect it to. We consume a lot of content.

Half the time we share it, half the time we consume it.

That's all we are doing online nowadays.

However, for brands it's been a land grab for likes.

I think likes is a rubbish concept.

Back in the day, before you and I could communicate,

we'd have to confirm my friend request. That was the skin in the game.

Today you can like my shoes, my belt, my pants, my bag

before you like me as a whole.

So we're going to see all these new verbs come out.

So that is going to be in change as well

but who is winning in the liking space?

Well it's food, entertainment and restaurants. Why?

Because they already shop there, they love special deals

and they like to be treated like VIPs.

So they treat them like VIPs. Intriguing.

This is social brand.

The country of Sweden said, "You know what,

if you are proud to be Swedish,

why don't you actually own the Twitter account."

The official country account for a week.

Love it. This is social brilliant.

This is Burberry that said while mountains of people

are following us on twitter over the London fashion week.

Why don't we do something special for them.

So what do they do?

They took photographs of the models and tweeted it out

before the likes of Anna Wintour got to see them.

That's the sort of stuff we are looking for.

Sandy. I mean, I live in New York City. My wife and I were victims of this,

But what we've all seen is the grownup social.

We all rush to the television, the newspapers, the radio.

The lights went out.

We rush to social. Social kept us informed with family, with close friends

and kept the network of social closed. And kept it really unique for us.

Digital behaviors have also changed.

We have been in the game of entertainment and information for a very long time.

The new new is utility, or as I'm calling it, just be useful.

Because if you are useful in a brand

then people actually participate in your brand more often

Please stop calling this thing "the second or third screen."

It's clearly the first screen. Nobody walks in here today with a television.

So it's really important to understand that this is the future way we are going.

This is how you should be interacting with people in my mind.

Right, why? If you are thinking about building an app

and they will come, those days are well over.

It's no longer 2007. Fewer apps are being downloaded,

but people are paying more for them.

That is really important to think about the way you actually express

when it comes to consumers online.

We love location.

We love mobile for 3 reasons.

As marketers we are aware of what they are doing

in a context of what they are doing in it

and we also love the fact there is all this new data.

It is data soaked and there's all sorts of new data

that we don’t even know how we're going to express

and how we are actually going to report that today.

But it's a beautiful environment to think about in the future indeed.

You thought the utopian moment of the last 18 months was going to be

a term called SoLoMo, Social Local Mobile. Well the reality is, it's HoMo.

(Laughter)

I could have a lot more fun with this slide. (Laughter)

68% of your mobile minutes are actually spent in the home.

So we are doing a lot of mobile mobility

in the home with multiple devices. A list bit of this,

we have gone from a lean back to a lean in to a lean back. What is that?

25 years we've been sitting on the sofa

like this, boing boing boing, a remote controlled TV.

Lean in is over the desktop, over the keyboard,

humped over our backs. That's the lean in.

Lean back is we're back on the sofa, still pointing our remote controlled TV.

But now we have a 10 inches something burning a hole on our crotch.

That’s the lean back option I'm talking about.

Alright. Is it important? Yes.

They spend more money than smartphone users.

They spend more money than desktop users.

This category has only been around for couple of years.

They tend to convert higher.

So they actually spent higher value. They love it.

There is something about the 10-inch.

Women rule the world, brothers and sisters, no doubt. (Laughter)

But where way men actually have a higher penetration

than women today is actually on tablet use.

Can I get away with that?

Here is the point. Men are actually on top in terms of mobile spend.

Finally we are on top of something. Rocking. (Laughter)

Here is the deal. When people have a tablet in their hands

they have a higher appreciation.

There is a differentiation in the way they look at value.

So people who now carry a 3-inch device vs. a 10-inch device,

there's a high and different appreciation. That’s very worthy to think about.

Augmented reality. I think it’s the pants.

I think augmented reality is going to be the future,

here is an example of it.

(Music)

Extremely powerful tool.

But if you need more convincing check this out.

(Laughter)

(Video) Ahh! (Laughter) (Applause)

So, awesome. You can see the power of where that's going to go for us.

Band-Aid, in a limited edition Muppets recently

when you wipe over your tablet device, it actually came to life,

and you are able to play around with the muppets

and kids are able to interact directly with their favourite characters.

Toyota recently realized the kids like to be the back seat driver.

So to enable that, Toyota built an app that allowed kids

to drive the contours of the road that their parents were driving,

but in their language. So it's in cartoon.

This is the sort of captions we're about when it comes to mobile.

People discovery. This is interesting.

We sort of think we're tapped out in apps

in terms of checking in and being able to actually find out

where you are digitally.

But there are actually apps now that allow you

to find out people who you identify with,

who now are leaning into locations that you are at.

But that’s not enough.

We want to be able to use that to actually introduce ourselves,

to use it as an icebreaker.

In the real world we wouldn’t call it people discovery,

we'd call it stalking.

But in the reality of digital it seems like something we can utilize.

However, I do think that it's completely overwhelming at the moment.

There's lots of media coming out and social is doing a lot of this.

Television is still hitting us with a lot of context

and then it becomes underwhelming because

we can't find what we are looking for.

Search doesn't do what it used to do.

So I think there is actually too many friends

we're probably following too many people,

we have too many followers. There is too much noise.

With mass confusion out there as consumers

and I think that defriend and unfollow will be a trend.

(Laughter)

But don't be afraid of this.

Because the goodness of this, is the reality is that if you can do that,

attention is the new currency.

It’s not click-through rate but what we want is dwell time.

We want people to pay attention to our brand,

whenever we interact with them.

So that’s the currency that we are looking for in the future.

That currency will be delivered in great story telling.

That story telling is going to come from content of curating.

So these curations of conversations are going to be done

by brand and by great consumers

who can build that story telling.

That’s all we are talking about moving forward

We are going to see ads that are going to be harmonious,

meaning they're going to be very contextual to the environment that you are in.

They are not going to look like ads you see today.

They are going to be very environmental,

which I think will be very beautiful to see.

How is it going to be delivered?

It's going to be delivered through conversations,

not campaigns, not chatter.

That's not the world that we're going to live in.

But brands that are remarkable, reactive and relevant,

are going to win in this game in my mind.

It has to be authentic and it needs to be active

and engagement needs to be really authentic.

That's all we really care about, the consumers.