HYPER ISLAND MASTER CLASS MODERN MEDIA
there’s never a bad time to   , however this is a lousy time to text your assistant.                                      ...
hello, i’m @darrellwhitelaw i make things @IPGLAB
DEEP FOCUS social storytelling   mobile development  co:growth consulting       media exploration
disclaimer: my views (and my potentially foul mouth) are my own                    now that i’ve appeased legal, let’s mov...
TO BE THREE YEARSTOO SOON IS TOBE BEHIND.THE TRICK IS TO BERIGHT ON TIME.   STEFANO PILATI - CREATIVE DIRECTOR, YSL
life in a fully mediated world
average marketing messages per day (u.s. consumer)                                                                        ...
VALUINGAUDIENCES
now what?
$16.9B   $8.8B   2012 global social media revenue TOTAL    ADS                               http://www.gartner.com/it/pag...
messages       connections     content  acquire            reach          discuss      shared by         reach &connection...
there’s no such thing as viral, only good.
interesting things are happening
Nike #RSVPhttp://help-us.nikeinc.com/app/answers/detail/article/twitter-rsvp/a_id/22897#twitter
#WARBYWALK
engage audiences at all sizes and see results
OBSERVINGENGAGEMENT
THE FUTURE ISALREADY HERE, IT’SJUST NOT EVENLYDISTRIBUTED      WILLIAM GIBSON - AUTHOR
your name is just noise, it’s the least of my concerns
DEALING INDATA
.02% is not a success rate, it’s a $#*!%& standard
find, buy and engage your most valuable audience
SSP, DSP, RTB, DMP . . . WTF?
FRANKLY, PLANNERSWEREN’T HIRED TOBE TECHNOLOGISTSOR QUANTS   JOANNA O’CONNEL - SENIOR ANALYST, FORRESTER
the future is in the machines
(greatly magnified)
OVERARCHING BRAND MESSAGE                                             TARGETING LAYERSTORY 1 STORY 2 STORY 3 STORY 4      ...
$   $$   $$$$                $   $$                            $$
tell better stories
when data streams collide
thanks@darrellwhitelaw or dw@ipglab.com if you’re legacy.
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Modern Media

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Modern Media

  1. 1. HYPER ISLAND MASTER CLASS MODERN MEDIA
  2. 2. there’s never a bad time to , however this is a lousy time to text your assistant. (#HIMC)
  3. 3. hello, i’m @darrellwhitelaw i make things @IPGLAB
  4. 4. DEEP FOCUS social storytelling mobile development co:growth consulting media exploration
  5. 5. disclaimer: my views (and my potentially foul mouth) are my own now that i’ve appeased legal, let’s move on . . .
  6. 6. TO BE THREE YEARSTOO SOON IS TOBE BEHIND.THE TRICK IS TO BERIGHT ON TIME. STEFANO PILATI - CREATIVE DIRECTOR, YSL
  7. 7. life in a fully mediated world
  8. 8. average marketing messages per day (u.s. consumer) 5000 3750 2500 12501960 1990 0 2006 international television and video almanac
  9. 9. VALUINGAUDIENCES
  10. 10. now what?
  11. 11. $16.9B $8.8B 2012 global social media revenue TOTAL ADS http://www.gartner.com/it/page.jsp?id=2092217
  12. 12. messages connections content acquire reach discuss shared by reach &connections connections content connections resonance reach engagement amplification www.comscore.com/like
  13. 13. there’s no such thing as viral, only good.
  14. 14. interesting things are happening
  15. 15. Nike #RSVPhttp://help-us.nikeinc.com/app/answers/detail/article/twitter-rsvp/a_id/22897#twitter
  16. 16. #WARBYWALK
  17. 17. engage audiences at all sizes and see results
  18. 18. OBSERVINGENGAGEMENT
  19. 19. THE FUTURE ISALREADY HERE, IT’SJUST NOT EVENLYDISTRIBUTED WILLIAM GIBSON - AUTHOR
  20. 20. your name is just noise, it’s the least of my concerns
  21. 21. DEALING INDATA
  22. 22. .02% is not a success rate, it’s a $#*!%& standard
  23. 23. find, buy and engage your most valuable audience
  24. 24. SSP, DSP, RTB, DMP . . . WTF?
  25. 25. FRANKLY, PLANNERSWEREN’T HIRED TOBE TECHNOLOGISTSOR QUANTS JOANNA O’CONNEL - SENIOR ANALYST, FORRESTER
  26. 26. the future is in the machines
  27. 27. (greatly magnified)
  28. 28. OVERARCHING BRAND MESSAGE TARGETING LAYERSTORY 1 STORY 2 STORY 3 STORY 4 TARGETING LAYERSTORY 1A STORY 2A STORY 3A STORY 4ASTORY 1B STORY 2B STORY 3B STORY 4BSTORY 1C STORY 2C STORY 3C STORY 4CSTORY 1D STORY 2D STORY 3D STORY 4D RETARGETING LAYERSTORY 1E STORY 2E STORY 3E STORY 4ESTORY 1F STORY 2F STORY 3F STORY 4FSTORY 1G STORY 2G STORY 3G STORY 4GSTORY 1H STORY 2H STORY 3H STORY 4H RETARGETING LAYER CONVERSION
  29. 29. $ $$ $$$$ $ $$ $$
  30. 30. tell better stories
  31. 31. when data streams collide
  32. 32. thanks@darrellwhitelaw or dw@ipglab.com if you’re legacy.
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