We believe the following trends outlined in this report will have the greatest impact for organizations, customers, your employees, clients and partners in 2020 and beyond. We strive to be your partner in technology, advertising and design experience, and help you create intelligent connections. Additionally, we’ll look at some lessons learned from the past decade that may help us determine what happens next.Īt Microsoft Advertising, innovation, trust, privacy, data and communications are critical to shaping our future. We will examine what media planners and marketers need to understand about each category, and how they intersect with each other to influence behavior. We’re interested in the intersections of advertising technology and people’s behavior, and how these intersections impact your brand.įor this report, we’ve defined five categories of influence: Culture, Marketing, Media, Technology and Economics. Researched and written by the Microsoft Advertising Brand Studio (Geoffrey Colon and Aya Kikimova, “2020 Vision: Trends to Define the Next Decade” explores what trends will define the next 10 years of the century. Our behavior and our motivations, the changing dynamics of communications, technology evolution and the way these forces collide and intersect in our daily lives-all of this has an impact on the business decisions that lead to innovation. But technology alone can’t make business decisions for us-people still matter in strategic business management. Technology helps empower all of us to achieve more. This was originally posted on the Microsoft Advertising blog. While many blind and visually impaired people adapt to their conditions and lead fulfilling lives, we do what we do to help make it easier for these individuals to achieve their goals and find success.Why Trend Forecasting Around Media Planning Involves More than Simply Understanding Technology As a note, if one can improve their eyesight to 20/20 with visual aids, they are not considered legally blind or impaired. Impaired (or low) vision refers to a visual acuity of 20/70 or poorer. Totally blind is the term for someone whose eyes do not take in any light. 1 With 20/200 vision, an individual can still see but with much difficulty. In the United States, legal blindness is defined as 20/200 vision, and an estimated 1.1 million Americans fit this category. In the other direction, if both your eyes have 20/10 vision, that means you see at 20 feet what a person with 20/20 vision can only see at 10 feet.
If both your eyes have 20/40 vision, that means you see at 20 feet what a person with 20/20 vision sees at 40 feet. Standard vision is defined as 20/20 vision, and it helps to think of this concept of “normal vision” in comparison with another level of acuity. In situations where a careful, precise examination is needed, specialized equipment will usually be used in addition to a Snellen chart. Then you’ll do it all again covering the other eye. The smallest row you can read accurately? That’s the row that indicates your visual acuity for that eye. To take the test, you’ll stand 20 feet away from the poster, cover one eye, then read aloud each letter starting with the top row. When you stop by your eye doctor, it’s usually the easiest and quickest way to get a solid read on the status of your vision. Both are eye charts that help doctors estimate visual acuity, but we’ll focus on the Snellen chart which has been in practice since 1862.ĭeveloped by Dutch ophthalmologist Herman Snellen, the chart features eleven lines of letters (which are formally called optotypes) starting with the largest at top and getting smaller with each subsequent row. That chart we’ve all squinted at? It’s usually a Snellen chart, but the newer LogMAR chart has recently been introduced into practice. Sure, we’ve all experienced a visit to the eye doctor, repeating letters we’re squinting to see, but how is it all measured? What does it mean when you’re told you have 20/20 vision? However, not everyone understands how an individual is defined with blindness or visual impairment.
At IBVI, we look at every day as a new opportunity to create and grow employment opportunities for people who are blind or visually impaired.
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