jonge honden creative agency perspective on programmatic
TRANSCRIPT
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Creativity in the age of programmatic
A creative agency perspective
72andSunny Amsterdam
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72andSunny
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100 people 24 nationalities In the heart of Europe100 people24 nationalitiesIn the heart of Europe
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Born Modern
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High tempoHigh collaborationHigh cultural impact
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The Wall Prototyping
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3 IMPORTANT ASPECTS OF PROGRAMMATIC
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Storytelling
Direct connectionLess transactionalSequential messaging
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Targeting
One on one communication at scale Accurate targeting & retargeting Higher impact
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Freedom within a frameworkProgrammatic media buy
Dynamic creative
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Personalised stories at scale
Higher impact through more accurate targeting
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SETTING UP FORDYNAMIC PROGRAMMATIC
CREATIVE
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Planning media used to be a binary choice...
source: discoveringjournalism.wordpress.com
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Now there’s millions of possible choices, all of which are starting to converge
source: europe.iabc.com
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This new technology means we can...
Tailor messages for specific passions (bird watching), events (elections) and moments (on the way back from the airport)
Be sequential in our messaging & storytelling
Think jointly about creative & media strategy
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*first off,it’s helpful to pick an audience & understand their journey
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an example segment,‘Simon’...
source: instagram.com/mattfee
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An approach to planning for programmatic
THEMEDIA
OPPORTUNITY
PERSONAL PASSION
THECREATIVE
OPPORTUNITY
THE INTERSECTION OF THESE THREE
ELEMENTS IS ‘THE WIN’TAKE THE BRIEF,
AND THEN...
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THEMEDIA
OPPORTUNITY
PERSONAL PASSION
THECREATIVE
OPPORTUNITY
| TTG PHASE III
MOBILESCALABILITYSEQUENTIALMULTI-CHANNELPARTNERSHIPS
WHAT ARE WE TRYING TO SHOW / SAYWHAT’S THE NARRATIVE ARC (IN A BANNER…)IS IT LEGAL APPROVEDPRODUCTION REQUIREMENTS
RELEVANT TO AUDIENCEEASY TO ACCESS
SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND
MESSAGE
AN IDEA COULD BE JUST ONE OF EACH OF THESEOR MULTIPLEHAVING A LOOSE FRAMEWORK HELPS WITH SOMETHING THAT HAS SO MANY OPPORTUNITIES
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| TTG PHASE III
ONE OF MANY POSSIBILITIES... MEDIA OPPORTUNITY
MOBILESCALABILITYSEQUENTIAL
MULTI-CHANNELPARTNERSHIPS
“RESEARCHING A SHORT BREAK”
Mobile searchYouTube videosHoliday videos
...
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| TTG PHASE III
MEDIA OPPORTUNITY
source: Google Trends, May 2015
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| TTG PHASE III
MEDIA OPPORTUNITY
source: Google Trends, May 2015
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| TTG PHASE III
ONE OF MANY POSSIBILITIES... PERSONAL PASSION
RELEVANT TO AUDIENCEEASY TO ACCESS
SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND
MESSAGE
“CYCLING”
European wideMultiple events in spring / summerLots of media / social conversion
to target via programmatic...
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| TTG PHASE III
ONE OF MANY POSSIBILITIES... PERSONALPASSION
RELEVANT TO AUDIENCEEASY TO ACCESS
SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND
MESSAGE
Plenty of events that cyclists are into and have travel opportunities
associated to them...
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| TTG PHASE III
“RESEARCHING A SHORT BREAK”
“CYCLING ENTHUSIAST”
CREATIVEOPPORTUNITY
…?
FINAL TIP…FOCUS ON THE STORY INSTEAD OF THE TECHNOLOGY
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Some thoughts on presenting| TTG PHASE III
● Outline your insight/idea● Summarize your idea● Show the campaign elements that support the
main idea: The film, digital execution, real life (installation) and other
● Outline a user journey: what is the consumer experience?
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PROGRAMMATIC OPTIMISATION
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Results informs strategy and creative
Real time data and optimisation
Real-time creative development and news rooms
Break down the silos
Continuous optimisation
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A new assumption: we know nothing
We’re experimenting with the opportunities programmatic offers
Figuring out the process on the go and evolve with the tech, tools and audience
R&D
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THE FUTURE
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Algorithms + Data vs Creativity
How tech and tools will evolve / follow?
How do we get to a connected data network
Questions we have right now..
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Nobody likes to be stalked
Ethical questions on the edges
Technology is not enough
Watch-outs
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Removing the siloed structure between Client - Creative agency - Media agency
More and real-time collaboration
The traditional model for advertising doesn’t work
Closer collaboration
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thank you