6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
<ul><ul><ul><li>DISPLAY ADS?! </li></ul></ul></ul><ul><ul><ul><li>SOOOO 2004 </li></ul></ul></ul><ul><ul><ul><li>#needsmor...
Youtube Link
<ul><ul><ul><li>SORRY STEVE, IT’S  </li></ul></ul></ul><ul><ul><ul><li>MUCH MORE THAN JUST </li></ul></ul></ul><ul><ul><ul...
<ul><ul><ul><li>THERE ARE  6 FOUNDATIONS  </li></ul></ul></ul><ul><ul><ul><li>OF  GREAT DIGITAL CREATIVE </li></ul></ul></ul>
<ul><ul><ul><li>WHICH NO OTHER MEDIUM </li></ul></ul></ul><ul><ul><ul><li>CAN OFFER  SIMULTANEOUSLY </li></ul></ul></ul>
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...
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
Upcoming SlideShare
Loading in...5
×

AdAge Digital 2010 6 Foundations of Great Digital Creative

205,574

Published on

Published in: Technology
27 Comments
421 Likes
Statistics
Notes
No Downloads
Views
Total Views
205,574
On Slideshare
0
From Embeds
0
Number of Embeds
136
Actions
Shares
0
Downloads
3,999
Comments
27
Likes
421
Embeds 0
No embeds

No notes for slide

AdAge Digital 2010 6 Foundations of Great Digital Creative

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

    Clipping is a handy way to collect important slides you want to go back to later.

×