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Digital advertising

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Transcript

  • 1. SUSTAINING ENGAGEMENT IN DIGITAL ADVERTISING
    IGITAL ADVERTISING
    DEVELOPMENT, CURRENT TRENDS, IMPLICATIONS
  • 2. IT
    WHERE
    ALL BEGAN
  • 3.
  • 4.
  • 5. TELEVISION IS THE TRIUMPH OF MACHINE OVER PEOPLE- F. Allen
  • 6. THE CLASSY
  • 7. THEN…
    WHO
    WHAT
    WHERE
    TO WHOM
    EFFECT
  • 8. NOW…
    SENDER EXPRESSES
    MEDIUM TRANSMITS
    FEEDBACK RETURNS
    RECEIPIENT INTERPRETS
  • 9. “In the ’50s and ’60s, copy testing was mainly about recall – and then in the ’70s and ’80s, they were talking about persuasion, and in the ’90s it was about liking – getting the consumer to like the advertisement. Now it’s got to be about engagement.” - Mike Hess
  • 10. NOW
    THEN
    AWARENESS
    EXPERIENCE
    PERSUATION
    RECALL
    LIKING
    INTERRUPTING
    DIRECTING
    BIG PROMISES
    REACTING
    ENGAGEMENT
    CONNECTION
    INTERACTION
    COMMUNICATION
    STORYTELLING
    INDIVIDUALIZATION
    PERSONALIZATION
    RELATIONSHIP
    CONTEXT
    ENTERTAINMENT
    PLAYABLITY
    USEFULNESS
    INTEGRATION
    REWARDS
    DIALOGUE
  • 11. CONTINOUS CONVERSATIONS
    COMMUNICATION
    CONTEXT
    INDIVIDUALISATION
    DIALOGUE
    USEFULNESS
    STORYTELLING
    YOU
    INTERACTION
    PERSONALIZATION
    COMMUNICATION
    PLAYABLITY
    ENGAGEMENT
    RELATIONSHIP
    INDIVIDUALIZATION
    ENTERTAINMENT
    CONNECTION
    USEFULNESS
    REWARDS
    INTEGRATION
  • 12. TAILORED ADS
  • 13. TAILORED BILLBOARDS
  • 14. VIRAL MARKETING
  • 15.
  • 16.
  • 17. PERSONALIZATION
  • 18. “TELL ME AND I’LL FORGET;SHOW ME AND I MAY REMEMBER;INVOLVE ME AND I’LL UNDERSTAND.”
  • 19.
  • 20. INTERACTION
    “INTERACTIVITY INCREASES BRAND RECALL
    63% MORE THAN NON INTERACTIVE ADS”
    -Barnum Sulley Research 2010
  • 21.
  • 22.
  • 23. ENTERTAINMENT AND PLAYABILITY
  • 24. IT ALL SEEMS
    FUN
  • 25. BUT WHAT ABOUT THE IMPLICATIONS?
  • 26. is it really individual?
  • 27. what about privacy?
  • 28. in 2006 AOL announced 20,000,000 search queries from 650,000 users anonymized by turning usernames into unique ID’S.
    NY Times was able to identify the user 4417749
  • 29. Thelma Arnold, who was interested in numb fingers, 60-ish single men and dogs that urinate on everything
  • 30. This could be YOU