Creative thinking for tomorrows media jul 2013
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The document discusses new ways of thinking for tomorrow's media by blurring lines between creative and media. It argues that siloed digital media thinking is dead and responsiveness beats planning. Communities now outnumber audiences and reputation overshadows branding. It also suggests thinking about engaging senses rather than just clicks, as technology enables new forms of interaction beyond just the visual.
Creative thinking for tomorrows media jul 2013
- 2. SILOED DIGITAL MEDIA THINKING IS DEAD
- 3. BLURRING THE LINES BETWEEN CREATIVE AND MEDIA
- 4. A NEW DIMENSION OF INSIGHTS HUMAN BEHAVIOR HUMAN INTERACTION
- 5. NEW MEDIA DEMANDS NEW WAYS OF THINKING
- 8. ) "Right now, TV advertisers target commercials based on demographics such as age, gender, lifestyle and location, but this information can quickly become out of date and viewers are often given ads for products theyre not interested in, Dr Steve Bellman of Murdoch University (B&T 23rd July 2013
- 9. 1.Real time trading desk 2.Multi Screen Consumption 3.Event Twitter Integration # 4.Responsive Screen Design WE ALL VALUE REAL TIME COMMUNICATION
- 10. As cable and internet get more closely packaged - and as more people watch TV ads on catch-up TV sites, advertisers are looking at ways to evolve the TV ad model and get effective bang for their buck.
- 11. How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter
- 12. Biggest Social Media Meltdown of 2013
- 13. Untapped responsive opportunity for brands!
- 14. THINK: Flexible creative planning rather then long term buying. Always on and always ready to engage.
- 16. COMMUNITIES ARE BUILT ON: 1. Passion 2. Shared Interest 3. Collective 4. Purpose
- 17. Digital media interactions can create qualitative insights based on community values!
- 18. Nike + Sports + Technology = Community Rewards
- 19. THINK: Communities before audience. Develop planning on principles of: 1. Become part values and rituals 2. Sharing your narrative 3. Talk their language
- 21. Every action and media touch point should be an extension of the brand personality
- 22. With media ALWAYS ON brands can no longer hide their purpose and personality
- 23. Red Bull is exceptional in telling their brand story in so many compelling, involving ways
- 24. RED BULL TV ACROSS MOBILE, ONLINE, CONNECTED TV
- 25. THINK: Is the plan and buy a true reflection of a brand and how it would act in that space: - Purpose - Personality - Tonality - Identifiers at every touch point
- 26. 4. THINK SENSE, FORGET CLICKS
- 27. TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF INTERACTAION NEW WAYS TO ENGAGE EXISTING MEDIA THE REAL BECOMES VIRTUAL 3.GOOGLE GLASSES1.LEAP MOTION 2.SHAZAM
- 28. Yellow Pages NZ Vodafone @ Telstra 500 TASTE SMELL MEDIA CREATED ON SENSE
- 29. MEDIA ACTIVATED VIA SENSE The worlds first yawn detecting vending machine, Bye Bye Red Eye.
- 30. THINK: Discovery is no longer limited to touch! - The more senses that you engage the more heightened the user experience
- 31. THANK YOU
- 33. By Aneeket Dayal Digital Strategist aneeket@tongue.com.au