THE IMPORTANCE OF CREATIVE STRATEGY IN ONLINE ADVERTISING

Toni Dosen
v

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SLIDES

DIAGRAMS

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CASE STUDIES

LANGUAGES

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INTRO TRENDS PROCESS EXAMPLES KEY WORDS

Bio
1990 1996
WORK FOR: RED CADDY OPTIWAVE 613 CREATIVE DELOITE HINTONGROUP

2010
CLIENTS: MOTOROLA DELOITE GOVERNMENT OF CAN. NORTEL ALCATEL-LUCENT

KONTURA IDOLS & FRIENDS

TRADITIONAL MEDIA

NEW MEDIA

1996

2010

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

TRENDS: 1) MOBILE vs COMPUTER

TRENDS: 01) MOBILE vs COMPUTER

3G
90% 22 30 75%
POPULATION COVERAGE MILLION CELL PHONE SUBSCRIBERS MILLION WITHIN 5 YEARS HOUSEHOLDS HAVE A MOBILE

TRENDS: 02) TELEVISION vs. THE INTERNET

18 Hours Per Week

17 Hours Per Week

2010
Ipsos Reid

TRENDS: 03) ONLINE SPENDING Vs. PRINT SPENDING

$119.6 Billion for online and digital efforts

111.5 Billion on newspaper and magazine campaigns.

2010
Source Outsell

TRENDS: 04) US MOBILE ADVERTISING REVENUE

2008

2009

$244 mil. $597 mil.

2010 $1290 mil.

2011

2012

$1290 mil.

$3773 mil.

TRENDS: 04) US MOBILE ADVERTISING REVENUE (Millions)

$21 DISPLAY ADVERTISING $39 SEARCH $100 SMS

$567 DISPLAY ADVERTISING $2,300 SEARCH $270 SMS

2008

2013

TRENDS: 05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS

TRAFFIC

REVENUE

MAINLY VOICE

MULTIMEDIA / MULTI SERVICES

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

PROCESS

ONLINE CREATIVE STRATEGY:

BRAND

A
AUDIENCE

Brand Platform

Online Advertising

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.

THINK

Rational Factors

FEEL

Emotional Factors

EXPRESS

Powerful Communications

THINK

Rational Factors

Simplify Business Goals Evaluate Brand Performance Identify Market Trends and Needs Segment and Profile Target Audiences Document Success Metric

FEEL

Emotional Factors

The Emotional Drivers Identify Underlying Emotional Triggers Explore Psychographic Profiles Review or Initiate Qualitative Studies Analyze Website Behavior Map Persona Needs

EXPRESS

Powerful Communications

Integrated communications planning Corporate / product identity programs Website planning, design and development Demand generation / Search Engine Marketing Traditional and interactive media creative

ONLINE CREATIVE STRATEGY:

ONLINE CREATIVE STRATEGY:

01: STRATEGIC PLANNING PHASE 02: CREATIVE DEVELOPEMENT 03: PRODUCTION

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

ONLINE CREATIVE STRATEGY:

02: CREATIVE DEVELOPEMENT

Identifing key messages from the Strategic Planning Phase Brainstorming and conceptualizing Card Sorting Exercise Conceptual design Storyboarding

ONLINE CREATIVE STRATEGY:

03: PRODUCTION
Prototypes User Tests Interaction Design UI Behaviour Specification Quality Assurance Tracking Analysis

ONLINE CREATIVE STRATEGY:

Creative

(Visual Design)

DEVELOPERS

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.

Knight Enterprises

7 91 450

Shows Countries

Half-hour Episodes

CASE STUDY:

Knight Enterprises

1) E-mail Online Campaign 2) Online Banner Advertising 3) Google Ad Words Campaign

CASE STUDY: Knight Enterprises

Extensive Catalog Quality Titles Good track Record

Put me in control What I need Im going to be rich Were having fun

FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE

PROVEN PERFORMER

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.

Optiwave

6 58 800

Software Products

Countries

Leading universities and government research labs worldwide.

BEST TOOLS

THINK
Optical Learning Leading Global

FEEL
Dynamic Part of the team At the forefront No bad surprises

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.

Espial

40 2 9

Service Providers across Asia, Europe and North America. Million Hotel Rooms

Products

CASE STUDY: Espial

THINK
IPTV Middleware Save money Win new business

FEEL
Modern, sophisticated Confident Open Trust

GUEST ENTERTAINMENT: ON-DEMAND

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.

Artech Studio

28 150 10

Years Of Experience. Games Across All Platforms,

Million Selling Titles

CASE STUDY:

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

Roam4Less

1 200 90%

Product

Countries

Savings

THINK
Save money Global long distance Keep in touch Track expenses

FEEL
Guilt-free talking Stick it to the man Im smart Im first

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.

KEY WORDS:

GLOCAL

CREATEGY

DATA VISUALIZATION

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