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

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

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

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? 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

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

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

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 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

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)

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 • ABSA

The Good, the Bad, and the Ugly •Discovery Invest

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

by Theresa on Jul 10, 2009

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