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AdAge Digital 2010 6 Foundations of Great Digital Creative
 

AdAge Digital 2010 6 Foundations of Great Digital Creative

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    AdAge Digital 2010 6 Foundations of Great Digital Creative AdAge Digital 2010 6 Foundations of Great Digital Creative Presentation Transcript

    • 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
          • DISPLAY ADS?!
          • SOOOO 2004
          • #needsmoresocialmedia
    • Youtube Link
          • SORRY STEVE, IT’S
          • MUCH MORE THAN JUST
          • INTERACTION +
          • EMOTION (VIDEO)
          • THERE ARE 6 FOUNDATIONS
          • OF GREAT DIGITAL CREATIVE
          • WHICH NO OTHER MEDIUM
          • CAN OFFER SIMULTANEOUSLY
    • INTERACTIVE 1 IS THE IDEA?
    • REWARD THE USER FOR CLICKING
    • “ INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” * B arnum S ulley Research 2010
    • “ TELL ME AND I'LL FORGET; SHOW ME AND I MAY REMEMBER; INVOLVE ME AND I'LL UNDERSTAND.” ANCIENT CHINESE PROVERB
    • “ TELL ME AND I'LL FORGET 86%; SHOW ME AND I MAY REMEMBER 19% ; INVOLVE ME AND I'LL UNDERSTAND 63% ” UPDATED CHINESE TWEET
    • CP+B [US] Agency: Interactive
    • Bridge [US] Agency: Interactive
    • Glue [UK] Agency: Interactive
    • INTERACTIVE CUSTOMIZABLE 1 2 IS THE IDEA?
    • Weapon 7 [UK] Agency: Customizable
    • DM9 DDB [BR] Agency: Customizable
    • Tribal DDB [UK] Agency: Customizable
    • INTERACTIVE CUSTOMIZABLE CONTEXTUAL 1 2 3 IS THE IDEA?
    • Mediafront [NO] Agency: Contextual
    • Various Agency: Contextual
    • INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING 1 2 3 4 IS THE IDEA?
    • Soap [US] Agency: Entertaining
    • Boondoggle [NL] Agency: Entertaining CONCERT
    • INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE 1 2 3 4 5 IS THE IDEA?
    • YOU CAN’T PLAY WITH A TV AD FOR 5 MINUTES
    • CP+B [US] Agency: Playable
    • DM9 DDB [BR] Agency: Playable
    • Further Reading
    • INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* 1 2 3 4 5 6 IS THE IDEA?
    • Useful!
    • Useful?
    • Holst Digital [UK] Agency: Useful
    • Agency.com [US] Agency: Useful
    • USEFUL ADS? OR USEFUL | ADS
    • #1 REASON DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK
    • WE DON’T HAVE TO DO ADVERTISING Iain Tait, Poke UK
    • BRIEF FOR SOLUTIONS, NOT ADS
    • JUST FOR STEVE JOBS EMOTIONAL
    • BBH [UK] Agency: Emotional
    • YOU FORGOT WHAT THE INTERNET WAS BUILT ON!
    • Grand Union [UK] Agency: Sex!
    • FINAL THOUGHT
    • WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE DOING DIGITAL WELL?
    • THINK DIFFERENT FOR DIGITAL
    • UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney
    • Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog