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<ul><li>The Shift of Advertising  </li></ul><ul><li>and  </li></ul><ul><li>the Creative Renaissance </li></ul>Rebecca Lieb
Content content-ment
 
once upon a time…  advertising was an exchange of content for time spent and exposure to advertiser messages
<ul><li>the media created the content </li></ul><ul><li>the advertisers created the advertising </li></ul>
 
The Story of Menstruation (brought to you by Disney - and Kotex)
 
 
<ul><li>now: </li></ul><ul><li>consumers create content... </li></ul><ul><li>and advertisers can, too </li></ul>
<ul><li>create the content </li></ul><ul><li>become  the content </li></ul><ul><li>otherwise, you’re just  competing  with...
<ul><li>campaigns are obsolete </li></ul><ul><li>you want tune-in </li></ul><ul><li>you  are  the media </li></ul>
<ul><li>so…. </li></ul><ul><li>you have to think like a publisher </li></ul><ul><li>or an entertainment executive </li></u...
 
<ul><li>1. educate & inform </li></ul><ul><li>2. amuse/engage/play/entertain </li></ul><ul><li>3. create stories consumers...
 
Content can help your audience to research & learn
 
 
 
 
 
<ul><li>this “ad” (and the next one) was brought to you by federated media. </li></ul><ul><li>(um…they’re publishers,  not...
 
 
 
 
 
 
<ul><li>the jerry seinfeld school of advertising  </li></ul><ul><li>zero (significant) media buy </li></ul>
 
http://www.youtube.com/watch?v=gBWPf1BWtkw
http://www.youtube.com/watch?v=WcWNzN5wsss
 
www.easytoassemble.tv
 
www.frenchmaidtv.com
 
 
Will it blend Will It Blend? (Blendtec)
Why Not Put Content Assets Online?
<ul><li>personalize </li></ul><ul><li>persona-lize </li></ul>
 
 
 
 
 
 
 
<ul><li>give the consumer a reason to tell a story </li></ul>
Nike ID Interactive Billboard, Times Square
www.IslandReefJob.com
Over half a million Google results…and counting.
<ul><li>what’s your story? </li></ul>
<ul><li>thank you </li></ul>[email_address] http://econsultancy.com
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  • Transcript of "Lieb Presentation Prsa"

    1. 1. <ul><li>The Shift of Advertising </li></ul><ul><li>and </li></ul><ul><li>the Creative Renaissance </li></ul>Rebecca Lieb
    2. 2. Content content-ment
    3. 4. once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
    4. 5. <ul><li>the media created the content </li></ul><ul><li>the advertisers created the advertising </li></ul>
    5. 7. The Story of Menstruation (brought to you by Disney - and Kotex)
    6. 10. <ul><li>now: </li></ul><ul><li>consumers create content... </li></ul><ul><li>and advertisers can, too </li></ul>
    7. 11. <ul><li>create the content </li></ul><ul><li>become the content </li></ul><ul><li>otherwise, you’re just competing with the content </li></ul>
    8. 12. <ul><li>campaigns are obsolete </li></ul><ul><li>you want tune-in </li></ul><ul><li>you are the media </li></ul>
    9. 13. <ul><li>so…. </li></ul><ul><li>you have to think like a publisher </li></ul><ul><li>or an entertainment executive </li></ul><ul><li>or both </li></ul>
    10. 15. <ul><li>1. educate & inform </li></ul><ul><li>2. amuse/engage/play/entertain </li></ul><ul><li>3. create stories consumers can spread </li></ul>
    11. 17. Content can help your audience to research & learn
    12. 23. <ul><li>this “ad” (and the next one) was brought to you by federated media. </li></ul><ul><li>(um…they’re publishers, not an ad agency) </li></ul>
    13. 30. <ul><li>the jerry seinfeld school of advertising </li></ul><ul><li>zero (significant) media buy </li></ul>
    14. 32. http://www.youtube.com/watch?v=gBWPf1BWtkw
    15. 33. http://www.youtube.com/watch?v=WcWNzN5wsss
    16. 35. www.easytoassemble.tv
    17. 37. www.frenchmaidtv.com
    18. 40. Will it blend Will It Blend? (Blendtec)
    19. 41. Why Not Put Content Assets Online?
    20. 42. <ul><li>personalize </li></ul><ul><li>persona-lize </li></ul>
    21. 50. <ul><li>give the consumer a reason to tell a story </li></ul>
    22. 51. Nike ID Interactive Billboard, Times Square
    23. 52. www.IslandReefJob.com
    24. 53. Over half a million Google results…and counting.
    25. 54. <ul><li>what’s your story? </li></ul>
    26. 55. <ul><li>thank you </li></ul>[email_address] http://econsultancy.com
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