Please enable JavaScript.
Coggle requires JavaScript to display documents.
DIGITAL ADVERTISING CREATIVITY (IT'S DYNAMIC (In size: (Change size to…
DIGITAL ADVERTISING CREATIVITY
IT'S ABOUT TIME
Today: fixed time, sell ads on space.
Future: sell ads on time
Optimal time for each ad?
Exposure time
Strong causal influence on ad recongnition and recall
IT'S DYNAMIC
In size:
Change size to match the device it's being display on
Ameliorated responsive design
In content:
Dynamic content, personalized or programmatic creative
multiple version of each ad
ex: car:
all of the variant of a particular line
change main message (technology, safety, ...)
Data driven message
IT'S IN THE MOMENT
Dialogue instead of monologue
Create campaign in real time
Consumer plays a larger role
Influencers opinion matter more
Develop ambassadors trained with brand's voice and ethos
IT'S ALL ABOUT PEOPLE
How do they make choices?
Understand the decision process
Not all about the data:
doesn't trully reflect the consumer's habits
Marketing and Insights dep.
IT'S ABOUT THE BIG IDEA
Before: Brands controlled the campaign idea but also all is manifestation and delivery.
Today: brands control the big idea and a few core of execution
Social Media, etc... For others to create interpretation
Need for:
An iron-strong big idea
A claer message