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Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
Modern Media
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Modern Media

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

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