Targets, Trends, Tactics – An Approach to Digital Creative

1. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 CONTENTS 1. NICHE TARGETING 2. PERVASIVE WEB 3. DIGITAL FOOTPRINT 4. CONTEXTUAL EXAMPLES DIGITAL CREATIVE APPROACH 2

2. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / NICHE TARGETING 3 NICHE TARGETING

3. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / NICHE TARGETING 4 We feel a mass audience should be divided into distinct groups of consumers that campaigns can track and target, tailoring interaction to their behavior

4. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 NICHE NETWORKS Divide the target market into niche networks of consumers defined by common characteristics. DIGITAL CREATIVE APPROACH / NICHE TARGETING 5 NICHE NETWORKS TARGET MARKET

5. DIGITAL CREATIVE APPROACH / NICHE NETWORKS FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 6 BROWSERS • Low income • Less access to technology • Strongly influenced SOCIALITES • Very tech literate • Active online socializing • Participate in digital communities EVANGELISTS • Highly engaged • Extremely influential • More likely to own a business or be in senior management ALL TARGET MARKETS CAN BE DIVIDED INTO THESE 3 NICHE NETWORKS

6. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 MARKETING FOR CONTEXT Insert ourselves ahead of the behavior trail that a niche network takes to… • Explore their interests • Groom their identity • Feed their relationships DIGITAL CREATIVE APPROACH / NICHE TARGETING 7 36% 49% 15% HARDER TO REACH EASIER TO INFLUENCE

7. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / NICHE TARGETING 8 We Listen to consumers, bridge media, gain feedback, iterate offerings, and collect relationships

8. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 9 THE PERVASIVE WEB

9. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 10 We consider digital to be a participatory layer that connects consumers to devices and products they love, allowing them to self-select their own experiences

10. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 11 DIGITAL CREATIVE APPROACH / NICHE TARGETING Social Media Website CRM Data-Driven Notifications Data-Driven SEARCHEABLE PAST PERVASIVE EMERGING PREDICTIVE FUTURE DIGITAL TRENDS

11. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 ITERATION FROM ANALYTICS Campaigns can be a series of small-bets independently tracked and iterated on, based on consumer feedback. Example: MICROSOFT / LIONSGATE – The Hunger Games Explorer DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 12

12. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 VALUE OVER ENGAGEMENT Customers trade their privacy for value, not for engagement. Example: SAMSUNG GALAXY – #PowerOn DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 13

13. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 #LIVE STORYTELLING DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 14 Brands are placing bets on the organic phenomenon of #LIVE storytelling in social media. Example: PAPER MAGAZINE – #BreakTheInternet

14. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 MOBILE TARGETING Data-driven mobile ads, target where a person is and what their doing to engage them in relevant ways. Example: EA MADDEN – Giferator DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 15

15. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 TRULY NATIVE ADVERTISING Brands are influencing influencers in creative ways, instead of paying them. Example: TARGET, – #UnpopTheBox DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 16

16. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 CHANNEL AGNOSTIC Media plans are being developed in conjunction with, or after the creative – rather than beforehand. Example: BURGER KING – Motel King DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 17

17. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB 18 An idea should be contextual, entertaining, engaging, playable, and of value, in order to provoke individuals to spread it through their network

18. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES 19 DIGITAL FOOTPRINT

19. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___ 20 Our digital footprint is an overview that shows the connection of campaign content and properties

20. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___ 21 BRAND IDEA The central thought in every communication across all media

21. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES 22 OWNED PROPERTIES PAID MEDIA EARNED ENGAGEMENT SOCIAL CHANNELS PRODUCT PAGES CRM APP SHARE OF MENTIONS LIVE STORYTELLING DATA DRIVEN TRADITIONAL PRE-ROLL DISPLAY ADS SEM DIGITAL WORD-OF-MOUTH TV OUT-OF-HOME POINT-OF-SALE BRAND IDEA BRAND IDEA RETAIL PRINT

22. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___ 23 We plan interaction that takes place through phases of engagement

23. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE BALIND SIEBER 2015 24 DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES PAID OWNED EARNED PRINT TV RETAIL DATA-DRIVEN SOCIAL CHANNELS APP PRODUCT PAGES CRM SOCIAL CHANNELS APP PRODUCT PAGES CRM

24. THANKS

Targets, Trends, Tactics – An Approach to Digital Creative

Balind Sieber

Targets, Trends, Tactics – An Approach to Digital Creative