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'Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]
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'Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

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  • 1. @maciejolpinski remix likes to repeat itself creative repetitiveness in online video advertising ! maciejolpinski.com
  • 2. in the last episode....
  • 3. in the auction everybody’s equal myth of planning multiple creatives and optimisation 1. 2. 3.
  • 4. advertisingbudget number of advertisers 99% of advertising industry experiences with video happened here
  • 5. media house creative
  • 6.   agency/
  • 7.   production house client targetingcreative action TRADITIONAL
  • 8.   MODEL
  • 9. 3
  • 10.   CONS
  • 11.   OF
  • 12.   TRADITIONAL
  • 13.   MODEL overspecialization “I don’t do media buys”,“call the creatives”, “social media? we have an agency for that” costs “we also need license for the internet and lunch for the extras ” limited feedback loops “could you please send me the impressions report from last month, I’m making a report for a client”
  • 14. youtube.com/watch?v=AZMT2DNV6jI title
  • 15.   ‘file_name’ ‘listen, &
  • 16.   don’t
  • 17.   interrupt’
  • 18. file_name_15s_v1 comments?
  • 19.   cool
  • 20.   but
  • 21.    won’t
  • 22.   respond,
  • 23.   we
  • 24.   do social
  • 25.   on
  • 26.   facebook youtube.com/watch?v=KLNFpoqFZ08
  • 27. www.press.pl/newsy/reklama/pokaz/42051,Papaya-Films- wyprodukuje-spoty-dla-Bialegostoku cost: 40k USD 1 x spot 30 s 1 x spot 8 s how
  • 28.   much
  • 29.   does
  • 30.   a
  • 31.   video
  • 32.   cost?
  • 33. “Najsztub Słucha”“20m2 Łukasza” vs production
  • 34.   cost
  • 35.   is
  • 36.   important youtube.com/20m2lukasza tvnplayer.pl/programy-online/ najsztub-slucha-odcinki,1010/
  • 37. youtube.com/watch?v=prGofMpO8zg youtube.com/watch?v=AspJ1AXSUfc original version remix version it’s
  • 38.   getting
  • 39.   harder
  • 40.   to
  • 41.   ‘plan’
  • 42.   on
  • 43.   YouTube
  • 44. advertisingbudget number of advertisers let’s
  • 45.   forget
  • 46.   about this
  • 47.   segment video ads for 40k USD and more
  • 48. number of advertisers ...
  • 49.   let’s
  • 50.   start
  • 51.   from
  • 52.   the
  • 53.   end what can I do for $40?
  • 54. number of advertisers IKEA
  • 55.   for
  • 56.   video
  • 57.   ads traditional ad industry is like ‘custom made furniture’ in the long tail we need:
  • 58. number of advertisers cheap self-served quick & easy to assemble aesthetic repetitive is
  • 59.   it
  • 60.   really
  • 61.   an
  • 62.   issue?
  • 63. #studio #actors #light #makeup #script #professionalism #linearity #meme #viral #filter #remix #vlog #music video #authenticity ads imitate content but onYouTube ads still imitate ‘old’ content
  • 64. URL: www.testedilegno.eu/lato-b/unalibreria/ how could advertising look like? remix
  • 65. cost: 20 USD
  • 66. kinetic typography actors stop motion video Wybieramy odpowiedni format klipu z ‘drawing hand’ STEP
  • 67.   #1 cena: $5-$10 USD
  • 68. Contact the seller to receive customization instructions KROK
  • 69.   #2
  • 70. Wait for final delivery and review the order KROK
  • 71.   #3 ~ 2 - 3 days
  • 72. ‘GIG ECONOMY’ - a better agency model? TRANSPARENCY TIME PRICE SIMPLE
  • 73.   OFFER
  • 74. homepage in-search custom gadgets on YouTube in-stream in-display in-stream reservation let’s
  • 75.   talk
  • 76.   about
  • 77.   ad
  • 78.   formats...
  • 79. in-searchin-stream in-display only
  • 80.   3
  • 81.   formats
  • 82.   really
  • 83.   count auction + feedback + mobile
  • 84. a
  • 85.   client
  • 86.   proposal today
  • 87. video-leafletvideo-text source media template adwords ad text + landing page kinetic typography existing printed leaflets remarketing + InStream + geography client
  • 88.   proposal how could it look like tomorrow?
  • 89. number of advertisers creative remix creative ‘let’s shoot a video’
  • 90. time quality quality required in the high end of the market quality required in the low end of a completely new market ‘sustaining
  • 91.   innovation’ ‘disruptive
  • 92.   innovation’ ‘innovator’s dilemma’ are we here?
  • 93. find clients for a product and not a product for clients Clayton Christensen - “Innovator’s Dilemma”
  • 94. coming to the end...
  • 95. www.maciejolpinski.com/newsletter maciejolpinski.com to
  • 96.   be
  • 97.   continued
  • 98.   ...