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The Time is Now for Creativity in the Automation Space

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Creative In A Programmatic Future Gary Milner Global Director, Lenovo


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History Of Creative • Linear, Long Process • All About Opinions • Adverserial • Post Campaign Results • High Cost • Uni Channel 2015 Lenovo Internal. All rights reserved. 2


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"Millennials – Hard To Reach – Blockers/Multitaskers/Streamers Source : Popsugar 3


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"Millennials Don't Want Ads. They Want Stories." Millennials are much more receptive to advertising tailored to their own interests. This may seem selfish until you realize Millennials grew up in an individualized world, where social media, news feeds, consumption of culture, and much more, was designed around the user's specific decisions and choices. It shouldn't be surprising that such a group would be more interested in advertising that works the same way. - NewsCred 4


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How Does A Brand Fit This To Reality? 5


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Digital Disruption – Creative Process Has To Change 6


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And A New Paradigm To Production Specialist Agency CrowdSourced Partner VOLUME COST Large Agency 7


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Layered With The Journey 8


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The Creative 9


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The Creative 10


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The Creative 11


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The Creative 12


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Programmatic Execution Measurement 1 2 3 4 5 •  DSP Execution •  Brand Lift/Media $ •  Cost of Creative •  Cost per pt of Brand Lift 13


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Real Time Measurement – Hands On Which brand is associated with the Yoga tablet? Lenovo Apple HP Dell 14


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A Wish List For Programmatic Creative • I/O To Die • CMS Creative Systems Linked Dynamically To DSP – Base Creative – Ad Overlays (interactive components) • Auto Adjust For New Brand Measures • Analysts To Be Marketers, Marketers To Be Analysts 15


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Summary • ENSURE WELL DEFINED CONTENT STRATEGY • BUILD YOUR CONTENT DIFFERENTLY • MEASURE BRAND IMPACT – Production to Media Cost 16


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