SUSTAINING ENGAGEMENT IN DIGITAL ADVERTISING<br />IGITAL  ADVERTISING<br />DEVELOPMENT, CURRENT TRENDS, IMPLICATIONS<br />
IT<br />WHERE<br />ALL BEGAN<br />
TELEVISION IS THE TRIUMPH OF MACHINE OVER PEOPLE- F. Allen<br />
THE CLASSY<br />
THEN…<br />WHO<br />WHAT<br />WHERE<br />TO WHOM<br />EFFECT<br />
NOW…<br />SENDER EXPRESSES<br />MEDIUM TRANSMITS<br />FEEDBACK RETURNS<br />RECEIPIENT INTERPRETS<br />
“In the ’50s and ’60s, copy testing was mainly about recall – and then in the ’70s and ’80s, they were talking about persu...
NOW<br />THEN<br />AWARENESS<br />EXPERIENCE<br />PERSUATION<br />RECALL<br />LIKING<br />INTERRUPTING<br />DIRECTING<br /...
CONTINOUS CONVERSATIONS<br />COMMUNICATION<br />CONTEXT<br />INDIVIDUALISATION<br />DIALOGUE<br />USEFULNESS<br />STORYTEL...
TAILORED ADS<br />
TAILORED BILLBOARDS<br />
VIRAL MARKETING<br />
PERSONALIZATION<br />
“TELL ME AND I’LL FORGET;SHOW ME AND I MAY REMEMBER;INVOLVE ME AND I’LL UNDERSTAND.”<br />
INTERACTION<br />“INTERACTIVITY INCREASES BRAND RECALL<br />63% MORE THAN NON INTERACTIVE ADS”<br />    		           -Barn...
ENTERTAINMENT AND PLAYABILITY<br />
IT ALL SEEMS<br />FUN<br />
BUT WHAT ABOUT THE IMPLICATIONS?<br />
is it really individual?<br />
what about privacy?<br />
in 2006 AOL announced 20,000,000 search queries from 650,000 users anonymized by turning usernames into unique ID’S.  <br ...
Thelma Arnold, who was interested in numb fingers, 60-ish single men and dogs that urinate on everything<br />
This could be YOU<br />
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Digital advertising

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

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