Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.

1. THE IMPORTANCE OF
CREATIVE STRATEGY
IN ONLINE ADVERTISING
Toni Dosen
v

2. 45 MINUTES
93 SLIDES
12 DIAGRAMS
38 IMAGES
06 CASE STUDIES
02 LANGUAGES
29 SECONDS/SLIDE

3. 01 INTRO
02 TRENDS
03 PROCESS
04 EXAMPLES
05 KEY WORDS

4. Bio
1990 1996 2010
KONTURA WORK FOR: CLIENTS:
IDOLS & FRIENDS RED CADDY MOTOROLA
OPTIWAVE DELOITE
613 CREATIVE GOVERNMENT OF CAN.
DELOITE NORTEL
HINTONGROUP ALCATEL-LUCENT

5. TRADITIONAL MEDIA NEW MEDIA
1996 2010

6. ONLINE CREATIVE STRATEGY:
TRENDS
01) MOBILE vs COMPUTER
02) TELEVISION vs. THE INTERNET
03) ONLINE SPENDING vs. PRINT SPENDING
04) MOBILE ADVERTISING REVENUE
05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS

7. TRENDS:
1) MOBILE vs COMPUTER

8. TRENDS:
3G
01) MOBILE vs COMPUTER
90% POPULATION
COVERAGE
22 MILLION CELL PHONE
SUBSCRIBERS
30 MILLION WITHIN
5 YEARS
75% HOUSEHOLDS
HAVE A MOBILE

9. TRENDS:
02) TELEVISION vs. THE INTERNET
18 Hours Per Week 17 Hours Per Week
2010
Ipsos Reid

10. TRENDS:
03) ONLINE SPENDING Vs. PRINT SPENDING
$119.6 Billion for 111.5 Billion on newspaper
online and digital efforts and magazine campaigns.
2010
Source Outsell

11. TRENDS:
04) US MOBILE ADVERTISING REVENUE
2008 2009 2010 2011 2012
$244 mil. $597 mil. $1290 mil. $1290 mil. $3773 mil.

12. TRENDS:
04) US MOBILE ADVERTISING REVENUE (Millions)
$21 DISPLAY ADVERTISING $567 DISPLAY ADVERTISING
$39 SEARCH $2,300 SEARCH
$100 SMS $270 SMS
2008 2013

13. TRENDS:
05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS
TRAFFIC
REVENUE
MAINLY VOICE MULTIMEDIA / MULTI SERVICES

14. TRENDS:
05) SERVICE PROVIDERS vs APPLICATION DEVELOPER
Video and content-rich services are booming…
Affordable broadband, proliferation of smart devices,
Multiplicity of multimedia/video applications
…but users expect more…
Simple, personalized access and interaction, across any device,
any network, anytime, anywhere
…and access to 3rd party apps and content
Paid for by advertisers, free to end-users, but service providers extract limited value

15. ONLINE CREATIVE STRATEGY:
PROCESS

16. BRAND
B
A
AUDIENCE

17. Brand
Platform

18. Online Advertising

19. Powerful brands are able to maintain that fine balance
between the rational factors that provide a logical
basis for purchasing and an emotional “gut feel” that
builds loyalty between the company and its customers.
The magic lies in the ability to simplify and distil these
brand attributes into easily understood and consistent
images, stories and actions.

20. THINK FEEL EXPRESS
Rational Factors Emotional Factors Powerful Communications

21. }
• Simplify Business Goals
• Evaluate Brand Performance
• Identify Market Trends and Needs
• Segment and Profile Target Audiences
• Document Success Metric
THINK
Rational Factors

22. }
The Emotional Drivers
• Identify Underlying Emotional Triggers
• Explore Psychographic Profiles
• Review or Initiate Qualitative Studies
• Analyze Website Behavior
FEEL • Map Persona Needs
Emotional Factors

23. }
• Integrated communications planning
• Corporate / product identity programs
• Website planning, design and development
• Demand generation / Search Engine Marketing
EXPRESS • Traditional and interactive media creative
Powerful
Communications

24. ONLINE CREATIVE STRATEGY:

25. ONLINE CREATIVE STRATEGY:
01: 02: 03:
STRATEGIC CREATIVE PRODUCTION
PLANNING PHASE DEVELOPEMENT

26. ONLINE CREATIVE STRATEGY:
01: STRATEGIC PLANNING PHASE
Understanding our clients advertising objectives
• maximize click-through rates
• increase branding
• maximize ROI
User Persona and Scenario Developement:
• understanding our clients customer (audience) - target audience
Competitive Research
Inventory of Usability Isuues
Content Strategy
Project Roadmap

27. ONLINE CREATIVE STRATEGY:
02: CREATIVE DEVELOPEMENT
Identifing key messages from the Strategic Planning Phase
Brainstorming and conceptualizing
Card Sorting Exercise
Conceptual design
Storyboarding

28. ONLINE CREATIVE STRATEGY:
03: PRODUCTION
Prototypes
User Tests
Interaction Design
UI Behaviour Specification
Quality Assurance
Tracking Analysis

29. ONLINE CREATIVE STRATEGY:
Creative
(Visual Design)
DEVELOPERS

30. CASE STUDY:
01/06
Knight Enterprises
Knight Enterprises is a proven performer, and one of Canada's most
successful independant media production companies. Knight Enterprises
creates recognizable brands & hosts, exploits emerging online-markets, &
aggressively exploits all ancillary brand revenue streams.

31. Knight Enterprises
7 Shows
91 Countries
450 Half-hour Episodes

33. CASE STUDY:
Knight Enterprises
1) E-mail Online Campaign
2) Online Banner Advertising
3) Google Ad Words Campaign

34. CASE STUDY:
Knight Enterprises
Extensive Catalog Put me in control
Quality Titles What I need
Good track Record I’m going to be rich
We’re having fun

38. FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE

41. PROVEN PERFORMER

42. CASE STUDY:
02/06
Optiwave International
Optiwave is the leading provider of innovative design
tools for photonics. Optiwave is headquartered in Ottawa,
Canada with an established distribution network throughout the
Americas, Europe, and Asia.

43. Optiwave
6 Software Products
58 Countries
800
Leading universities and
government research
labs worldwide.

45. BEST TOOLS

52. THINK FEEL
Optical Dynamic
Learning Part of the team
Leading At the forefront
Global No bad surprises

53. CASE STUDY:
03/06
Espial
Espial Group Inc. is a leading provider of on-demand software to telco,
cable and hospitality operators as well as to consumer electronics
manufacturers. Espial products are key enablers in the on-demand world.
They enable a wide range of on-demand services including Live TV,
Video-On-Demand, Personal Video Recorder, Electronic Program Guide,
Interactive Browsing, Web TV, Timeshift TV and many others.
Selected Clients:
Audi, BMW and Porsche, Sony, Philips, Hitachi, Toshiba, Sharp, Samsung.

54. Espial
40
Service Providers
across Asia, Europe and
North America.
2
Million
Hotel
Rooms
9 Products

55. CASE STUDY:
Espial
THINK FEEL
IPTV Modern, sophisticated
Middleware Confident
Save money Open
Win new business Trust

66. GUEST
ENTERTAINMENT:
ON-DEMAND

67. CASE STUDY:
04/06
Vitamin G Studios
Vitamin G is an outlet for Artech Studios to experiment with different ideas,
follow and explore ways to improve process and flex our creativity.
Publishers need great, wild, and crazy ideas, but unfortunately these ideas
often come with all the risk of inexperience.

68. Artech Studio
28 Years Of Experience.
150 Games Across All Platforms,
10 Million Selling Titles

76. CASE STUDY:
05/06
Roam4Less
Roam4Less is a division of eMobile Inc. Headquartered in Toronto,
eMobile’s mission is to further its contribution in the global
telecommunications sector by developing and marketing unique
communication technologies.

77. Roam4Less
1 Product
200 Countries
90% Savings

82. THINK FEEL
Save money Guilt-free talking
Global long distance Stick it to the man
Keep in touch I’m smart
Track expenses I’m first

83. CASE STUDY:
06/06
Kosovo Compromise
The intent of this portal is to restore a constructive debate on the many
alternative solutions for Kosovo's future, while staying firmly within the preset
framework of the talks and of international law.
Whether you scan through our news, scrutinize our charts or exploit our
analyses database, you will finally begin to grasp the full complexity and
resonance of the Kosovo status issue, as well as the historical importance of
a compromise solution.

87. KEY WORDS:

88. GLOCAL

89. CREATEGY

90. DATA VISUALIZATION

91. www.hintongroup.com/ABC.pdf