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Lieb Presentation Prsa

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  • Fouryourimagination #1 on youtube in 3 days
  • foryourimagination
  • 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