CREATIVE THINKING FOR TOMORROWS

MEDIA

Aneeket Dayal

SILOED DIGITAL MEDIA THINKING IS DEAD

BLURRING THE LINES BETWEEN CREATIVE AND MEDIA

A NEW DIMENSION OF INSIGHTS

HUMAN BEHAVIOR HUMAN INTERACTION

NEW MEDIA DEMANDS NEW WAYS OF THINKING

1.RESPONSIVENESS BEATS PLANNING

) "Right now, TV advertisers target commercials based on

demographics such as age, gender, lifestyle and location, but this information can quickly become out of date and viewers are often given ads for products they’re not interested in,”

Dr Steve Bellman of Murdoch University (B&T 23rd July 2013

1.Real time trading desk

2.Multi Screen Consumption

3.Event Twitter Integration #

4.Responsive Screen Design

WE ALL VALUE REAL TIME COMMUNICATION

As cable and internet get more closely packaged - and as more people watch TV ads on catch-up TV sites, advertisers

are looking at ways to evolve the TV ad model and get effective bang for their buck.

How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter

Biggest Social Media Meltdown of 2013

Untapped responsive opportunity for brands!

THINK: Flexible creative planning rather then

long term buying. Always on and always ready to engage.

2.COMMUNITIES OUTNUMBER AUDIENCES

COMMUNITIES ARE BUILT ON:

1. Passion

2. Shared Interest

3. Collective

4. Purpose

Digital media interactions can create qualitative

insights based on community values!

Nike + Sports + Technology = Community Rewards

THINK: Communities before audience. Develop

planning on principles of:

1. Become part values and rituals 2. Sharing your narrative 3. Talk their language

3.REPUTATION OVERSHADOWS

BRANDING

Every action and media touch point should be an extension of

the brand personality

With media ALWAYS ON brands can no longer hide their purpose

and personality

Red Bull is exceptional in telling their brand story in so many compelling, involving ways

RED BULL TV ACROSS MOBILE, ONLINE, CONNECTED TV

THINK: Is the plan and buy a true reflection of a brand and how it would act in that

space:

- Purpose - Personality - Tonality - Identifiers at every touch point

4. THINK SENSE, FORGET CLICKS

TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF INTERACTAION

NEW WAYS TO ENGAGE EXISTING MEDIA

THE REAL BECOMES VIRTUAL

3.GOOGLE GLASSES 1.LEAP MOTION

2.SHAZAM

Yellow Pages NZ Vodafone @ Telstra 500

TASTE SMELL

MEDIA CREATED ON SENSE

MEDIA ACTIVATED VIA SENSE

The world’s first yawn detecting vending machine, Bye Bye Red Eye.

THINK: Discovery is no longer limited to touch!

- The more senses that you engage

the more heightened the user experience

THANK YOU

By Aneeket Dayal Digital Strategist aneeket@tongue.com.au