Digital and agencies

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  • Beyond banners and buttons – AT&T October 25th, 1994 – first ever banner
  • Barclaycard Waterslide Extreme iPhone gameOff the back of the iconic Barclaycard waterslide TV ad, Dare created an iPhone game in conjunction with game developers Fishlabs. In keeping with the TV execution, the game allows the user to ride a series of waterslides through exciting urban environments.Within two weeks the game had 2 million downloads and was the #1 Top Free app in 57 countries.
  • It is several rolled in to one: people use it to research, communicate, purchase or simply to be entertained.
  • Websites combine Brand Identity with near limitless space for customisable information (eg specs for cars), customer service, retail & commerce, cross selling, up selling. Centre Parcs – 70% of business booked online
  • SapientNitro - top NMA agency for Four Years Running (50% of business is ecommerce/technical, UX, Managed Services)TransactionalMaintenancePerennialCTO to CTO relationship
  • We think the biggest issue for brands these days is believability. It’s not good enough to demonstrate your proposition in advertising, you have to prove your value every day in demonstrable ways.That’s why LBi exists. We’re a marketing and technology agency with the ability to manage brands digitally throughout the entire customer journey. We call it Building Believable Brands.
  • Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and designHence integration of SEO into integrated digital agencies (Lbi / Big Mouth Media)
  • Because EVERYTHING in digital in trackable
  • Because EVERYTHING in digital in trackable
  • Because EVERYTHING in digital in trackable
  • Facebook will make +$1billion this year and will break the +£1billion in 2011
  • Facebook will make +$1billion this year and will break the +£1billion in 2011
  • Facebook will make +$1billion this year and will break the +£1billion in 2011
  • Facebook will make +$1billion this year and will break the +£1billion in 2011
  • Facebook will make +$1billion this year and will break the +£1billion in 2011
  • http://www.guardian.co.uk/technology/pda/2010/sep/01/google-advertising
  • Digital and agencies

    1. 1. digital and agencies<br />
    2. 2. contents<br />Contrasting visions of our landscape<br />What agencies do<br />New job functions and specialisms<br />Scary data stuff<br />The post PC era<br />A lucky last: Social Media (if we’ve got time)<br />
    3. 3. the horizontal view<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />
    4. 4. the vertical view<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />Technology<br />Technology<br />
    5. 5. TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />current IPA service provision & membership<br />Mobile<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />Technology<br />Technology<br />
    6. 6. ‘we all do digital (creative) now’<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />>><br />+<br />
    7. 7. TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />full service digitalbecause all media will be digital<br />Mobile<br />+<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />+<br />Technology<br />Technology<br />
    8. 8. what kind of work?<br />
    9. 9. interactive and spreadable<br />
    10. 10. interactive and spreadable<br />
    11. 11. but more than just online marcomms<br />
    12. 12. design & build and technology<br />Ecommerce – Transactional etail, to consumer or business markets<br />Managed services – Including hosting and applications management<br />SEO – Search optimisation of natural results<br />Software resales– development of software as a standalone product<br />Technical – Back-end technical development and infrastructure <br />User Experience – usability and accessibility<br />Source: NMA Top 100 Interactive Agencies<br />
    13. 13. holistic brand / business manifestations<br />
    14. 14. magic & logic personified<br />User Experience / Information Architecture / Experience Architecture / User Engagement Journey<br />
    15. 15. magic and logic personified<br />Project management as the beating heart of digital<br />
    16. 16. deep services mean long relationships<br />
    17. 17. LBi’s view<br />
    18. 18. a whole set of new roles<br />Search Engine Optimisation<br />the process of improving the visibility of a web site or a web page in search engines via "natural" or un-paid ("organic" or "algorithmic") search<br />
    19. 19. and even more specialisms<br />Conversion Rate Optimisation<br />
    20. 20. and even more specialisms<br />Attribution Modelling<br />
    21. 21. and even more specialisms<br />Attribution Modelling<br />
    22. 22. the evolution of ‘performance display’<br />22<br />
    23. 23. the evolution of ‘performance display’<br />23<br />
    24. 24. one media manager by TBG Digital<br />
    25. 25. it’s getting very, very complicated<br />
    26. 26. display advertising technology landscape<br />
    27. 27. it’s all about cookies<br />27<br />
    28. 28. it’s all about cookies<br />28<br />Online Behavioural Targeting <br />a.k.a.<br />Interest Based Advertising<br />
    29. 29. it’s all about cookies<br />29<br />Retargeting<br />
    30. 30. OK, let’s go big picture again...<br />30<br />
    31. 31. Google goes post pc<br />31<br />“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“<br />Jonathan Bellack, Director of product management<br />
    32. 32.
    33. 33. post digital brands: uniqlo lucky counter<br />33<br />
    34. 34. post digital brands: coca cola village<br />34<br />
    35. 35. IBM Seer – augmented reality utility<br />35<br />
    36. 36. social media in one slide<br />Activation<br />Reputation<br />Customer service<br />NPD<br />
    37. 37. Summary & Conclusions<br />

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