Contents


• Introduction

• Does creativity make a difference?

• Does creativity require discipline?

• OPA’s best pract...
Introduction


• Role within OPA

       - Head of Creative

       - Jury Chairman for 2009 Bookmarks Awards



• 2009 Ob...
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?




Creative Insights on Rich Media / DoubleClick / Sept ‘08
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?
Does creativity make a difference?

Key take outs from report


• Highlights importance of goal definition prior to campai...
Does creativity make a difference?

Key take outs from report


• For higher click-through-rate, consider video & larger c...
Does creativity make a difference?

Investing in Creative



• How will you stand out in these tough & competitive times?
...
Does c r e ativity re quire discipline?

In the box discipline


Vs



Out the box thinking
OPA’s best practice guide to online
advertising
Quick snapshot


• Brand prominence

• Message simplicity

• Persuasion vs...
Where does SA feature creatively?


• On average, not very well

• Limited international accolades compared to SA traditio...
The Good, the Bad, and the Ugly


• Wario Land Shake It | www.youtube.com/wariolandshakeit2008
The Good, the Bad, and the Ugly


• Sol Live Banner | www.mediafront.no/projects/sol/en/live.html
The Good, the Bad, and the Ugly


• Apple Banner | www.youtube.com/watch?v=wzWLUknuI-I
The Good, the Bad, and the Ugly


• Volvo XC60 | www.doubleclick.com/insight/gallery/index.html
The Good, the Bad, and the Ugly


• Caltex | www.mg.co.za/section/sport
The Good, the Bad, and the Ugly


• Caltex | www.mg.co.za/section/sport
The Good, the Bad, and the Ugly


• Caltex | www.mg.co.za/section/sport
The Good, the Bad, and the Ugly


• Caltex | www.mg.co.za/section/sport
The Good, the Bad, and the Ugly


• ABSA
The Good, the Bad, and the Ugly


•Discovery Invest
OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative
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OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative

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Pushing creative boundaries in onlinbe advertising
Does creativity make a difference?
Does creativity need discipline?
OPA’s latest best practice guide to online advertising
Where does SA feature creatively?
The Good, The Bad, The Ugly

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OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative

  1. 1. Contents • Introduction • Does creativity make a difference? • Does creativity require discipline? • OPA’s best practice guide to online advertising • Where does SA feature creatively? • The Good, the Bad, and the Ugly
  2. 2. Introduction • Role within OPA - Head of Creative - Jury Chairman for 2009 Bookmarks Awards • 2009 Objectives - Illustrate importance of digital creative - Take this to traditional agencies, clients & existing digital players - Develop culture of education via Best Practice Guides
  3. 3. Does creativity make a difference?
  4. 4. Does creativity make a difference?
  5. 5. Does creativity make a difference?
  6. 6. Does creativity make a difference?
  7. 7. Does creativity make a difference?
  8. 8. Does creativity make a difference?
  9. 9. Does creativity make a difference?
  10. 10. Does creativity make a difference? Creative Insights on Rich Media / DoubleClick / Sept ‘08
  11. 11. Does creativity make a difference?
  12. 12. Does creativity make a difference?
  13. 13. Does creativity make a difference?
  14. 14. Does creativity make a difference? Key take outs from report • Highlights importance of goal definition prior to campaign • Set goals upfront and keep them in mind throughout creative process • Aim to beat industry standard benchmarks as one of top goals • Demonstrates team role that creative’s & online planners need to play
  15. 15. Does creativity make a difference? Key take outs from report • For higher click-through-rate, consider video & larger creative sizes • For higher interaction rates, use in-page video & larger creative sizes • When measuring interaction time expect close to just above 11 seconds • For higher expansion rates & expansion times, use expanding video units • For higher video complete rates, consider using in-page units
  16. 16. Does creativity make a difference? Investing in Creative • How will you stand out in these tough & competitive times? • Online viewer base rapidly growing, clutter will become an increasing issue • Consumer experience & interaction with your brand starts with advertising • Good creative carries a premium price, ensure you plan & measure • Agencies must raise value of creative thinking to drive their own profitability • Agencies need to invest beyond programmers and designers
  17. 17. Does c r e ativity re quire discipline? In the box discipline Vs Out the box thinking
  18. 18. OPA’s best practice guide to online advertising Quick snapshot • Brand prominence • Message simplicity • Persuasion vs Awareness (determine the metrics around this) • Integrate, integrate, integrate with through-the-line agencies • Test creative vs placement * Coming soon….Best practice guide to Social Media Advertising
  19. 19. Where does SA feature creatively? • On average, not very well • Limited international accolades compared to SA traditional agencies • Low level of broadband penetration to date • Creative concepts predominantly handed down, requires collaboration • Limited skills, particularly within PDI’s and specialist skills (AS) • Value of online creative vs offline is starting to change • Shift in spend is already happening (hire vs lay-off’s)
  20. 20. The Good, the Bad, and the Ugly • Wario Land Shake It | www.youtube.com/wariolandshakeit2008
  21. 21. The Good, the Bad, and the Ugly • Sol Live Banner | www.mediafront.no/projects/sol/en/live.html
  22. 22. The Good, the Bad, and the Ugly • Apple Banner | www.youtube.com/watch?v=wzWLUknuI-I
  23. 23. The Good, the Bad, and the Ugly • Volvo XC60 | www.doubleclick.com/insight/gallery/index.html
  24. 24. The Good, the Bad, and the Ugly • Caltex | www.mg.co.za/section/sport
  25. 25. The Good, the Bad, and the Ugly • Caltex | www.mg.co.za/section/sport
  26. 26. The Good, the Bad, and the Ugly • Caltex | www.mg.co.za/section/sport
  27. 27. The Good, the Bad, and the Ugly • Caltex | www.mg.co.za/section/sport
  28. 28. The Good, the Bad, and the Ugly • ABSA
  29. 29. The Good, the Bad, and the Ugly •Discovery Invest

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