creative thinking for tomorrows media jul 2013
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Presented to NGEN July 2013TRANSCRIPT
CREATIVE THINKING FOR TOMORROWS
MEDIA
Aneeket Dayal
SILOED DIGITAL MEDIA THINKING IS DEAD
BLURRING THE LINES BETWEEN CREATIVE AND MEDIA
A NEW DIMENSION OF INSIGHTS
HUMAN BEHAVIOR HUMAN INTERACTION
NEW MEDIA DEMANDS NEW WAYS OF THINKING
1.RESPONSIVENESS BEATS PLANNING
) "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demographics such as age, gender, lifestyle and location, but this information can quickly become out of date and viewers are often given ads for products they’re not interested in,”
Dr Steve Bellman of Murdoch University (B&T 23rd July 2013
1.Real time trading desk
2.Multi Screen Consumption
3.Event Twitter Integration #
4.Responsive Screen Design
WE ALL VALUE REAL TIME COMMUNICATION
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.
How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter
Biggest Social Media Meltdown of 2013
Untapped responsive opportunity for brands!
THINK: Flexible creative planning rather then
long term buying. Always on and always ready to engage.
2.COMMUNITIES OUTNUMBER AUDIENCES
COMMUNITIES ARE BUILT ON:
1. Passion
2. Shared Interest
3. Collective
4. Purpose
Digital media interactions can create qualitative
insights based on community values!
Nike + Sports + Technology = Community Rewards
THINK: Communities before audience. Develop
planning on principles of:
1. Become part values and rituals 2. Sharing your narrative 3. Talk their language
3.REPUTATION OVERSHADOWS
BRANDING
Every action and media touch point should be an extension of
the brand personality
With media ALWAYS ON brands can no longer hide their purpose
and personality
Red Bull is exceptional in telling their brand story in so many compelling, involving ways
RED BULL TV ACROSS MOBILE, ONLINE, CONNECTED TV
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
4. THINK SENSE, FORGET CLICKS
TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF INTERACTAION
NEW WAYS TO ENGAGE EXISTING MEDIA
THE REAL BECOMES VIRTUAL
3.GOOGLE GLASSES 1.LEAP MOTION
2.SHAZAM
Yellow Pages NZ Vodafone @ Telstra 500
TASTE SMELL
MEDIA CREATED ON SENSE
MEDIA ACTIVATED VIA SENSE
The world’s first yawn detecting vending machine, Bye Bye Red Eye.
THINK: Discovery is no longer limited to touch!
- The more senses that you engage
the more heightened the user experience
THANK YOU
By Aneeket Dayal Digital Strategist [email protected]