CREATIVE THINKING
FOR TOMORROWS
MEDIA
Aneeket Dayal
SILOED DIGITAL MEDIA THINKING
IS DEAD
BLURRING THE LINES BETWEEN
CREATIVE AND MEDIA
A NEW DIMENSION OF INSIGHTS
HUMAN BEHAVIOR HUMAN INTERACTION
NEW MEDIA DEMANDS NEW
WAYS OF THINKING
1.RESPONSIVENESS
BEATS PLANNING
)
"Right now, TV advertisers target commercials based on
demographics such as age, gender, lifestyle and location, but
thi...
1.Real time trading desk
2.Multi Screen Consumption
3.Event Twitter Integration #
4.Responsive Screen Design
WE ALL VALUE ...
As cable and internet get more closely packaged - and as
more people watch TV ads on catch-up TV sites, advertisers
are lo...
How Oreo
Won the
Marketing
Super Bowl
With a Timely
Blackout Ad on
Twitter
Biggest Social Media
Meltdown of 2013
Untapped responsive
opportunity for brands!
THINK:
Flexible creative planning rather then
long term buying. Always on and
always ready to engage.
2.COMMUNITIES
OUTNUMBER
AUDIENCES
COMMUNITIES ARE BUILT ON:
1. Passion
2. Shared Interest
3. Collective
4. Purpose
Digital media interactions
can create qualitative
insights based on
community values!
Nike + Sports + Technology =
Community Rewards
THINK:
Communities before audience. Develop
planning on principles of:
1. Become part values and rituals
2. Sharing your n...
3.REPUTATION
OVERSHADOWS
BRANDING
Every action and media touch
point should be an extension of
the brand personality
With media ALWAYS ON brands
can no longer hide their purpose
and personality
Red Bull is exceptional in telling their brand
story in so many compelling, involving ways
RED BULL TV ACROSS MOBILE, ONLINE,
CONNECTED TV
THINK:
Is the plan and buy a true reflection of
a brand and how it would act in that
space:
- Purpose
- Personality - Tona...
4. THINK SENSE,
FORGET CLICKS
TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF
INTERACTAION
NEW WAYS TO ENGAGE EXISTING
MEDIA
THE REAL BECOMES VIRTUAL
3....
Yellow Pages NZ Vodafone @ Telstra 500
TASTE SMELL
MEDIA CREATED ON SENSE
MEDIA ACTIVATED VIA SENSE
The world’s first yawn detecting vending machine, Bye Bye Red Eye.
THINK:
Discovery is no longer limited to touch!
- The more senses that you engage
the more heightened the user
experience
THANK YOU
By Aneeket Dayal
Digital Strategist
aneeket@tongue.com.au
Creative thinking for tomorrows media jul 2013
Creative thinking for tomorrows media jul 2013
Upcoming SlideShare
Loading in …5
×

Creative thinking for tomorrows media jul 2013

314 views

Published on

Presented to NGEN July 2013

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
314
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Creative thinking for tomorrows media jul 2013

  1. 1. CREATIVE THINKING FOR TOMORROWS MEDIA Aneeket Dayal
  2. 2. SILOED DIGITAL MEDIA THINKING IS DEAD
  3. 3. BLURRING THE LINES BETWEEN CREATIVE AND MEDIA
  4. 4. A NEW DIMENSION OF INSIGHTS HUMAN BEHAVIOR HUMAN INTERACTION
  5. 5. NEW MEDIA DEMANDS NEW WAYS OF THINKING
  6. 6. 1.RESPONSIVENESS BEATS PLANNING
  7. 7. ) "Right now, TV advertisers target commercials based on demographics such as age, gender, lifestyle and location, but this information can quickly become out of date and viewers are often given ads for products they’re not interested in,” Dr Steve Bellman of Murdoch University (B&T 23rd July 2013
  8. 8. 1.Real time trading desk 2.Multi Screen Consumption 3.Event Twitter Integration # 4.Responsive Screen Design WE ALL VALUE REAL TIME COMMUNICATION
  9. 9. As cable and internet get more closely packaged - and as more people watch TV ads on catch-up TV sites, advertisers are looking at ways to evolve the TV ad model and get effective bang for their buck.
  10. 10. How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter
  11. 11. Biggest Social Media Meltdown of 2013
  12. 12. Untapped responsive opportunity for brands!
  13. 13. THINK: Flexible creative planning rather then long term buying. Always on and always ready to engage.
  14. 14. 2.COMMUNITIES OUTNUMBER AUDIENCES
  15. 15. COMMUNITIES ARE BUILT ON: 1. Passion 2. Shared Interest 3. Collective 4. Purpose
  16. 16. Digital media interactions can create qualitative insights based on community values!
  17. 17. Nike + Sports + Technology = Community Rewards
  18. 18. THINK: Communities before audience. Develop planning on principles of: 1. Become part values and rituals 2. Sharing your narrative 3. Talk their language
  19. 19. 3.REPUTATION OVERSHADOWS BRANDING
  20. 20. Every action and media touch point should be an extension of the brand personality
  21. 21. With media ALWAYS ON brands can no longer hide their purpose and personality
  22. 22. Red Bull is exceptional in telling their brand story in so many compelling, involving ways
  23. 23. RED BULL TV ACROSS MOBILE, ONLINE, CONNECTED TV
  24. 24. THINK: Is the plan and buy a true reflection of a brand and how it would act in that space: - Purpose - Personality - Tonality - Identifiers at every touch point
  25. 25. 4. THINK SENSE, FORGET CLICKS
  26. 26. TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF INTERACTAION NEW WAYS TO ENGAGE EXISTING MEDIA THE REAL BECOMES VIRTUAL 3.GOOGLE GLASSES1.LEAP MOTION 2.SHAZAM
  27. 27. Yellow Pages NZ Vodafone @ Telstra 500 TASTE SMELL MEDIA CREATED ON SENSE
  28. 28. MEDIA ACTIVATED VIA SENSE The world’s first yawn detecting vending machine, Bye Bye Red Eye.
  29. 29. THINK: Discovery is no longer limited to touch! - The more senses that you engage the more heightened the user experience
  30. 30. THANK YOU
  31. 31. By Aneeket Dayal Digital Strategist aneeket@tongue.com.au

×