AdAge Digital 2010 6 Foundations of Great Digital Creative

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  • 1. 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
  • 2.
        • DISPLAY ADS?!
        • SOOOO 2004
        • #needsmoresocialmedia
  • 3. Youtube Link
  • 4.
        • SORRY STEVE, IT’S
        • MUCH MORE THAN JUST
        • INTERACTION +
        • EMOTION (VIDEO)
  • 5.
        • THERE ARE 6 FOUNDATIONS
        • OF GREAT DIGITAL CREATIVE
  • 6.
        • WHICH NO OTHER MEDIUM
        • CAN OFFER SIMULTANEOUSLY
  • 7. INTERACTIVE 1 IS THE IDEA?
  • 8. REWARD THE USER FOR CLICKING
  • 9. “ INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” * B arnum S ulley Research 2010
  • 10. “ TELL ME AND I'LL FORGET; SHOW ME AND I MAY REMEMBER; INVOLVE ME AND I'LL UNDERSTAND.” ANCIENT CHINESE PROVERB
  • 11. “ TELL ME AND I'LL FORGET 86%; SHOW ME AND I MAY REMEMBER 19% ; INVOLVE ME AND I'LL UNDERSTAND 63% ” UPDATED CHINESE TWEET
  • 12. CP+B [US] Agency: Interactive
  • 13. Bridge [US] Agency: Interactive
  • 14. Glue [UK] Agency: Interactive
  • 15. INTERACTIVE CUSTOMIZABLE 1 2 IS THE IDEA?
  • 16. Weapon 7 [UK] Agency: Customizable
  • 17. DM9 DDB [BR] Agency: Customizable
  • 18. Tribal DDB [UK] Agency: Customizable
  • 19. INTERACTIVE CUSTOMIZABLE CONTEXTUAL 1 2 3 IS THE IDEA?
  • 20. Mediafront [NO] Agency: Contextual
  • 21. Various Agency: Contextual
  • 22. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING 1 2 3 4 IS THE IDEA?
  • 23. Soap [US] Agency: Entertaining
  • 24. Boondoggle [NL] Agency: Entertaining CONCERT
  • 25. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE 1 2 3 4 5 IS THE IDEA?
  • 26. YOU CAN’T PLAY WITH A TV AD FOR 5 MINUTES
  • 27. CP+B [US] Agency: Playable
  • 28. DM9 DDB [BR] Agency: Playable
  • 29. Further Reading
  • 30. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* 1 2 3 4 5 6 IS THE IDEA?
  • 31. Useful!
  • 32. Useful?
  • 33. Holst Digital [UK] Agency: Useful
  • 34. Agency.com [US] Agency: Useful
  • 35. USEFUL ADS? OR USEFUL | ADS
  • 36. #1 REASON DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK
  • 37. WE DON’T HAVE TO DO ADVERTISING Iain Tait, Poke UK
  • 38. BRIEF FOR SOLUTIONS, NOT ADS
  • 39. JUST FOR STEVE JOBS EMOTIONAL
  • 40. BBH [UK] Agency: Emotional
  • 41. YOU FORGOT WHAT THE INTERNET WAS BUILT ON!
  • 42. Grand Union [UK] Agency: Sex!
  • 43. FINAL THOUGHT
  • 44. WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE DOING DIGITAL WELL?
  • 45. THINK DIFFERENT FOR DIGITAL
  • 46. UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney
  • 47. Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog