THE IMPORTANCE OF CREATIVE STRATEGY IN ONLINE ADVERTISING

Toni Dosenv

93 SLIDES

45 MINUTES

12 DIAGRAMS

38 IMAGES

06 CASE STUDIES

02 LANGUAGES

29 SECONDS/SLIDE

INTRO01

TRENDS02

PROCESS03

EXAMPLES04

KEY WORDS05

Bio19961990 2010

KONTURAIDOLS & FRIENDS

WORK FOR:RED CADDYOPTIWAVE613 CREATIVEDELOITEHINTONGROUP

CLIENTS:MOTOROLADELOITEGOVERNMENT OF CAN.NORTELALCATEL-LUCENT

1996 2010

TRADITIONAL MEDIA NEW MEDIA

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

90%

30

POPULATION COVERAGE

22 MILLION CELL PHONE SUBSCRIBERS

MILLION WITHIN 5 YEARS

75% HOUSEHOLDS HAVE A MOBILE

3G

TRENDS:02) TELEVISION vs. THE INTERNET

2010

18 Hours Per Week 17 Hours Per Week

Ipsos Reid

TRENDS:03) ONLINE SPENDING Vs. PRINT SPENDING

2010

$119.6 Billion for online and digital efforts

111.5 Billion on newspaper and magazine campaigns.

Source Outsell

TRENDS:04) US MOBILE ADVERTISING REVENUE

2008 $244 mil.

2009 $597 mil.

2010$1290 mil.

2011$1290 mil.

2012 $3773 mil.

TRENDS:04) US MOBILE ADVERTISING REVENUE (Millions)

2008 2013

$21 DISPLAY ADVERTISING

$39 SEARCH

$100 SMS

$567 DISPLAY ADVERTISING

$2,300 SEARCH

$270 SMS

TRENDS:05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS

MULTIMEDIA / MULTI SERVICES

REVENUE

TRAFFIC

MAINLY VOICE

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 contentPaid for by advertisers, free to end-users, but service providers extract limited value

ONLINE CREATIVE STRATEGY:

PROCESS

A

B

BRAND

AUDIENCE

BrandPlatform

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}

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

Emotional Factors

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

}EXPRESS�Powerful Communications

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)

ONLINE CREATIVE STRATEGY:

DEVELOPERSDEVELOPERS

CASE STUDY:

01/06Knight 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.

91Countries

7Shows

450Half-hour Episodes

Knight Enterprises

CASE STUDY:

Knight Enterprises

1) E-mail Online Campaign2) Online Banner Advertising3) Google Ad Words Campaign

CASE STUDY:Knight Enterprises

Extensive CatalogQuality TitlesGood track Record

Put me in controlWhat I needI’m going to be richWe’re having fun

FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE

PROVEN PERFORMER

CASE STUDY:

02/06Optiwave InternationalOptiwave is the leading provider of innovative designtools for photonics. Optiwave is headquartered in Ottawa,Canada with an established distribution network throughout theAmericas, Europe, and Asia.

58Countries

800Leading universities and government research labs worldwide.

6 Software Products

Optiwave

BEST TOOLS

OpticalLearningLeadingGlobal

DynamicPart of the teamAt the forefrontNo bad surprises

THINK� FEEL�

CASE STUDY:

03/06Espial 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.

40 Service Providers across Asia, Europe and North America.

2 Million Hotel Rooms

9 Products

Espial

IPTVMiddlewareSave moneyWin new business

Modern, sophisticatedConfidentOpenTrust

THINK� FEEL�

CASE STUDY:Espial

GUEST ENTERTAINMENT: ON-DEMAND

CASE STUDY:

04/06Vitamin G StudiosVitamin 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.

150Games Across All Platforms,

28 Years Of Experience.

10Million Selling Titles

Artech Studio

CASE STUDY:

05/06Roam4LessRoam4Less 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.

200Countries

90% Savings

1 Product

Roam4Less

Save moneyGlobal long distanceKeep in touchTrack expenses

Guilt-free talkingStick it to the manI’m smartI’m first

THINK� FEEL�

CASE STUDY:

06/06Kosovo 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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