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Lieb Presentation Prsa Presentation Transcript

  • 1.
    • The Shift of Advertising
    • and
    • the Creative Renaissance
    Rebecca Lieb
  • 2. Content content-ment
  • 3.  
  • 4. once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
  • 5.
    • the media created the content
    • the advertisers created the advertising
  • 6.  
  • 7. The Story of Menstruation (brought to you by Disney - and Kotex)
  • 8.  
  • 9.  
  • 10.
    • now:
    • consumers create content...
    • and advertisers can, too
  • 11.
    • create the content
    • become the content
    • otherwise, you’re just competing with the content
  • 12.
    • campaigns are obsolete
    • you want tune-in
    • you are the media
  • 13.
    • so….
    • you have to think like a publisher
    • or an entertainment executive
    • or both
  • 14.  
  • 15.
    • 1. educate & inform
    • 2. amuse/engage/play/entertain
    • 3. create stories consumers can spread
  • 16.  
  • 17. Content can help your audience to research & learn
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.
    • this “ad” (and the next one) was brought to you by federated media.
    • (um…they’re publishers, not an ad agency)
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.
    • the jerry seinfeld school of advertising
    • zero (significant) media buy
  • 31.  
  • 32. http://www.youtube.com/watch?v=gBWPf1BWtkw
  • 33. http://www.youtube.com/watch?v=WcWNzN5wsss
  • 34.  
  • 35. www.easytoassemble.tv
  • 36.  
  • 37. www.frenchmaidtv.com
  • 38.  
  • 39.  
  • 40. Will it blend Will It Blend? (Blendtec)
  • 41. Why Not Put Content Assets Online?
  • 42.
    • personalize
    • persona-lize
  • 43.  
  • 44.  
  • 45.  
  • 46.  
  • 47.  
  • 48.  
  • 49.  
  • 50.
    • give the consumer a reason to tell a story
  • 51. Nike ID Interactive Billboard, Times Square
  • 52. www.IslandReefJob.com
  • 53. Over half a million Google results…and counting.
  • 54.
    • what’s your story?
  • 55.
    • thank you
    [email_address] http://econsultancy.com