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Jonge honden creative agency perspective on programmatic
- 1. Creativity in theage of programmatic A creative agency perspective 72andSunny Amsterdam
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- 3. 100 people 24 nationalities Inthe heart of Europe 100 people 24 nationalities In the heart of Europe
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- 5. High tempo High collaboration Highcultural impact
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- 7. 3 IMPORTANT ASPECTS OFPROGRAMMATIC
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- 9. Targeting One on onecommunication at scale Accurate targeting & retargeting Higher impact
- 10. Freedom within aframework Programmatic media buy Dynamic creative
- 11. Personalised stories atscale Higher impact through more accurate targeting
- 12. SETTING UP FOR DYNAMICPROGRAMMATIC CREATIVE
- 13. Planning media usedto be a binary choice... source: discoveringjournalism.wordpress.com
- 14. Now thereâs millionsof possible choices, all of which are starting to converge source: europe.iabc.com
- 15. This new technologymeans we can... Tailor messages for specific passions (bird watching), events (elections) and moments (on the way back from the airport) Be sequential in our messaging & storytelling Think jointly about creative & media strategy
- 16. * first off, itâs helpful topick an audience & understand their journey
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- 18. An approach toplanning for programmatic THE MEDIA OPPORTUNITY PERSONAL PASSION THE CREATIVE OPPORTUNITY THE INTERSECTION OF THESE THREE ELEMENTS IS âTHE WINâTAKE THE BRIEF, AND THEN...
- 19. THE MEDIA OPPORTUNITY PERSONAL PASSION THE CREATIVE OPPORTUNITY MOBILE SCALABILITY SEQUENTIAL MULTI-CHANNEL PARTNERSHIPS WHAT ARE WETRYING TO SHOW / SAY WHATâS THE NARRATIVE ARC (IN A BANNERâŚ) IS IT LEGAL APPROVED PRODUCTION REQUIREMENTS RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE AN IDEA COULD BE JUST ONE OF EACH OF THESE OR MULTIPLE HAVING A LOOSE FRAMEWORK HELPS WITH SOMETHING THAT HAS SO MANY OPPORTUNITIES
- 20. ONE OF MANYPOSSIBILITIES... MEDIA OPPORTUNITY MOBILE SCALABILITY SEQUENTIAL MULTI-CHANNEL PARTNERSHIPS âRESEARCHING A SHORT BREAKâ Mobile search YouTube videos Holiday videos ...
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- 23. ONE OF MANYPOSSIBILITIES... PERSONAL PASSION RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE âCYCLINGâ European wide Multiple events in spring / summer Lots of media / social conversion to target via programmatic ...
- 24. ONE OF MANYPOSSIBILITIES... PERSONAL PASSION RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE Plenty of events that cyclists are into and have travel opportunities associated to them...
- 25. âRESEARCHING A SHORT BREAKâ âCYCLING ENTHUSIASTâ CREATIVE OPPORTUNITY ⌠? FINALTIP⌠FOCUS ON THE STORY INSTEAD OF THE TECHNOLOGY
- 26. Some thoughts onpresenting â Outline your insight/idea â Summarize your idea â Show the campaign elements that support the main idea: The film, digital execution, real life (installation) and other â Outline a user journey: what is the consumer experience?
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- 28. Results informs strategyand creative Real time data and optimisation Real-time creative development and news rooms Break down the silos Continuous optimisation
- 29. A new assumption:we know nothing Weâre experimenting with the opportunities programmatic offers Figuring out the process on the go and evolve with the tech, tools and audience R&D
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- 31. Algorithms + Datavs Creativity How tech and tools will evolve / follow? How do we get to a connected data network Questions we have right now..
- 32. Nobody likes tobe stalked Ethical questions on the edges Technology is not enough Watch-outs
- 33. Removing the siloedstructure between Client - Creative agency - Media agency More and real-time collaboration The traditional model for advertising doesnât work Closer collaboration
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