Cristal Festival 2015 - "How technology can empower creativity in digital advertising" - Salvatore Bruno - Massmotionmedia

1. DIGITAL
ADVERTISING
EMPOWER CREATIVITY
THROUGH TECHNOLOGY

2. CREATIVE
TECHNOLOGY
USER EXPERIENCE
TECHNOLOGYCREATIVITY

3. Source : WhiteOps/ANA Dec.14, Think with Google Dec.14, Schibsted Media Group @ Mobile News Summit Oct.15
56%
OF AD IMP.
NEVER SEEN
96%
OF USERS NEVER
CLICK
23%
BOTS-INITIATED
DISPLAY IMP.
10-25%
OF USERS ARE
BLOCKING ADS
THE SUM OF ALL FEARS

4. EMOTION INTERACTION
COGNITION
CTR IS AN OLD SCRATCHED DISC
CLICKS

5. WAY TOO OFTEN, CREATIVE TECHNOLOGY
TAKES A BACK SEAT
CREATIVE
IDEA
MEDIAPLANNING EXECUTION
(FORMATS)
FEATURES ADSERVING KPI

6. THE CONTAINER (FORMATS, FEATURES…)
SHOULD BE CONSIDERED
WHICH FORMATS ?
WHICH FEATURES ?
WHICH KPI ?
CREATIVE
IDEA
MEDIAPLANNING
EXECUTION
DCO
ADSERVING
+
REAL TIME KPI
AS A KEY CONTENT

7. SYNC
SOCIAL FLOATINGREMOTEVIEW 2 PLAY POLITE
DL
EXPAND
3RD PLAYERS
STRETCH
GEOLOC STORE MAP
MULTI VID
WALL HD 3D SHOOT UPLOAD
AD GAMING AMBIMOOD
IFRAME
DYNAMIC COUPON CALLBACK LEAD MOUSE TRACK
360° TEASER QR CODE BRAND TWEET VIDEOBLUR LIVE PIN-THROUGH WEBCAM
DISOLVE
CURTAIN
CUBE
ACCORDION
180°
SLIDER
TWEET POST INREAD INFLOW PREROLL
COMPANION
SIDEKICK SCROLL2VIEW LIGHTBOX
ZOOM
PAGETURNER
DOORS
WIDGET
COUNTDOWN
HD
THROUGH THE JUNGLE IT’S HARD TO
FIND
THE RIGHT FEATURE TO DELIVER
THE RIGHT MESSAGE

8. A WORLD-CLASS
BUTTON
WHERE TO BUY
BEST CASE // TRANSACTIONAL PREROLLS
' THE FEATURE MEETS THE MESSAGE
'

9. SWAVEN BUILDS SCALABLE
' INSTANT PURCHASING
'
GEOLOCATED
MULTI-RETAILERS
(DIGITAL & OFFLINE)
REAL-TIME PRODUCT
AVAILABILITY ONLINE
INTERNATIONAL
MULTI-CHANNEL
(DISPLAY,
VIDEO,
WEBSITE, PRINT)
1-CLICK RETAILER
REDIRECT
DIGITAL & OFFLINE
TOUCHPOINTS
A WORLD-CLASS
BUTTON
WHERE TO BUY
SOLUTIONS FOR BRANDS

10. MASSMOTIONMEDIA SEAMLESSLY INTEGRATES
WITH SWAVEN TECHNOLOGY
LAUNCH DEMO

12. TRANSACTIONAL PREROLLS GENERATE
CONCRETE OUTCOMES
13%
(COSMETICS
BRANDS)
10%
(ELECTRONIC
BRANDS)
13%
(FMCG
BRANDS)
…WILL REDIRECT TO ONE OF THE RETAILER’S PRODUCT PAGE TO BUY THE ADVERTISED
PRODUCT.
AMONGST THE USERS ENGAGED VIA SUCH INTERACTIVE VIDEO EMBEDDED WITH
…
WHERE TO BUY

13. THANK YOU
SALVATORE BRUNO COO