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Craig Rodney: Cerebra ETAS15

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Presentation by Craig Rodney at ETAS15

Published in: Technology
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Craig Rodney: Cerebra ETAS15

  1. 1. and content stories @craigrodney
  2. 2. @southafrica
  3. 3. not work advertising does
  4. 4. let’s interrupt their attention
  5. 5. In a *sample test of DStv viewers with a PVR decoder, the majority of the viewers said they would rather fast forward through the adverts. *members of the audience
  6. 6. Why is the online banner ad click-through rate so shockingly low?
  7. 7. Why do YouTube pre-roll ads feel like the longest 5 seconds of your life?
  8. 8. Why are cellphones illegal to use when you drive, but billboards on road sides are legal?
  9. 9. No-one actively chooses to consume adverts. They are the price we pay for free content.
  10. 10. banksy’s truth “You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in front of you. They never asked for your permission, don’t even start asking for theirs.”
  11. 11. Someone who chooses to listen is a thousand times more valuable than someone who is forced to listen. banksy’s truth
  12. 12. story the all about
  13. 13. Good photo
  14. 14. Great photo
  15. 15. Incredible photo
  16. 16. simplicity wins always
  17. 17. jim carrey photo
  18. 18. photo the same
  19. 19. simple be scary can
  20. 20. imposter syndrome
  21. 21. action vs consequence
  22. 22. FOMO
  23. 23. something be you must
  24. 24. @lorraineloots @white_onrice @iseeadifferentyou
  25. 25. “You’re the …… account”
  26. 26. “fluffy pillows” “shiny bathrooms” “tasty buffet”
  27. 27. “smiley car hire person” “clean car interior” “helpful booking agent”
  28. 28. not about it’s you
  29. 29. People don’t care what you get out of it, they only care what they get out of it
  30. 30. quality breakfast comfortable noise internet access clean service hotel criteria
  31. 31. a new perspective the bucket list learning meet new people adventure exploration travel criteria
  32. 32. Don’t just be ‘HOW’ people travel, you must be ‘WHY’ people travel
  33. 33. activity | location | hotel you
  34. 34. sacrifice principle the
  35. 35. What’s big in your world is not necessarily big in the world
  36. 36. Brandmessage Audience size THE SACRIFICE PRINCIPLE
  37. 37. Brandmessage Audience size Product press release Cat pictures THE SACRIFICE PRINCIPLE -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  
  38. 38. Brandmessage Audience size Product press release Cat pictures THE SACRIFICE PRINCIPLE
  39. 39. stories imagine now the
  40. 40. Brandmessage activitylocationhotel -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  
  41. 41. be the why, not the what be something it’s not about you, sacrifice tell incredible stories simple action recap the
  42. 42. thank you

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