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Creativity in the age of programmatic
A creative agency perspective
72andSunny Amsterdam
72andSunny
100 people
24 nationalities
In the heart of Europe
100 people
24 nationalities
In the heart of Europe
Born Modern
High tempo
High collaboration
High cultural impact
The Wall
Prototyping
3 IMPORTANT ASPECTS
OF PROGRAMMATIC
Storytelling
Direct connection
Less transactional
Sequential messaging
Targeting
One on one communication at scale
Accurate targeting & retargeting
Higher impact
Freedom within a framework
Programmatic media buy
Dynamic creative
Personalised stories at scale
Higher impact through more accurate
targeting
SETTING UP FOR
DYNAMIC PROGRAMMATIC
CREATIVE
Planning media used to
be a binary choice...
source: discoveringjournalism.wordpress.com
Now there’s millions of possible choices,
all of which are starting to converge
source: europe.iabc.com
This new technology means we can...
Tailor messages for specific passions (bird
watching), events (elections) and moments ...
*
first off,
it’s helpful
to pick an
audience &
understand
their journey
an
example
segment,
‘Simon’...
source: instagram.com/mattfee
An approach to planning
for programmatic
THE
MEDIA
OPPORTUNITY
PERSONAL
PASSION
THE
CREATIVE
OPPORTUNITY
THE INTERSECTION
...
THE
MEDIA
OPPORTUNITY
PERSONAL
PASSION
THE
CREATIVE
OPPORTUNITY
MOBILE
SCALABILITY
SEQUENTIAL
MULTI-CHANNEL
PARTNERSHIPS
W...
ONE OF MANY POSSIBILITIES... MEDIA
OPPORTUNITY
MOBILE
SCALABILITY
SEQUENTIAL
MULTI-CHANNEL
PARTNERSHIPS
“RESEARCHING
A SHO...
MEDIA
OPPORTUNITY
source: Google Trends, May 2015
MEDIA
OPPORTUNITY
source: Google Trends, May 2015
ONE OF MANY POSSIBILITIES... PERSONAL
PASSION
RELEVANT TO AUDIENCE
EASY TO ACCESS
SURROUNDED BY CONVERSATION
RELEVANT FOR ...
ONE OF MANY POSSIBILITIES... PERSONAL
PASSION
RELEVANT TO AUDIENCE
EASY TO ACCESS
SURROUNDED BY CONVERSATION
RELEVANT FOR ...
“RESEARCHING A
SHORT BREAK”
“CYCLING
ENTHUSIAST”
CREATIVE
OPPORTUNITY
…
?
FINAL TIP…
FOCUS ON THE STORY INSTEAD OF THE TEC...
Some thoughts on presenting
● Outline your insight/idea
● Summarize your idea
● Show the campaign elements that support th...
PROGRAMMATIC OPTIMISATION
Results informs strategy and creative
Real time data and optimisation
Real-time creative development and news rooms
Break ...
A new assumption: we know nothing
We’re experimenting with the opportunities
programmatic offers
Figuring out the process ...
THE FUTURE
Algorithms + Data vs Creativity
How tech and tools will evolve / follow?
How do we get to a connected data network
Questio...
Nobody likes to be stalked
Ethical questions on the edges
Technology is not enough
Watch-outs
Removing the siloed structure between
Client - Creative agency - Media agency
More and real-time collaboration
The traditi...
thank you
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Jonge honden creative agency perspective on programmatic

In collaboration with Google and Google Zoo, 72andSunny Amsterdam is mentoring Jonge Honden through a pitch process.
Jonge Honden is a foundation that helps Dutch young creative talent to kick start their career. Every year they organise a pitch in collaboration with Google. This year the challenge is to come up with a programmatic campaign.
72andSunny has shared these slides with the Jonge Honden, to give insight in their creative vision on the trending media opportunity programmatic.
Winners of the Jonge Honden pitch will be announced at Cannes Interactive 2015.

http://www.72andsunny.com/about
http://jongehonden.nl/pitches/2015/05/google-programmatic-hack/

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Jonge honden creative agency perspective on programmatic

  1. 1. Creativity in the age of programmatic A creative agency perspective 72andSunny Amsterdam
  2. 2. 72andSunny
  3. 3. 100 people 24 nationalities In the heart of Europe 100 people 24 nationalities In the heart of Europe
  4. 4. Born Modern
  5. 5. High tempo High collaboration High cultural impact
  6. 6. The Wall Prototyping
  7. 7. 3 IMPORTANT ASPECTS OF PROGRAMMATIC
  8. 8. Storytelling Direct connection Less transactional Sequential messaging
  9. 9. Targeting One on one communication at scale Accurate targeting & retargeting Higher impact
  10. 10. Freedom within a framework Programmatic media buy Dynamic creative
  11. 11. Personalised stories at scale Higher impact through more accurate targeting
  12. 12. SETTING UP FOR DYNAMIC PROGRAMMATIC CREATIVE
  13. 13. Planning media used to be a binary choice... source: discoveringjournalism.wordpress.com
  14. 14. Now there’s millions of possible choices, all of which are starting to converge source: europe.iabc.com
  15. 15. This new technology means we can... Tailor messages for specific passions (bird watching), events (elections) and moments (on the way back from the airport) Be sequential in our messaging & storytelling Think jointly about creative & media strategy
  16. 16. * first off, it’s helpful to pick an audience & understand their journey
  17. 17. an example segment, ‘Simon’... source: instagram.com/mattfee
  18. 18. An approach to planning for programmatic THE MEDIA OPPORTUNITY PERSONAL PASSION THE CREATIVE OPPORTUNITY THE INTERSECTION OF THESE THREE ELEMENTS IS ‘THE WIN’TAKE THE BRIEF, AND THEN...
  19. 19. THE MEDIA OPPORTUNITY PERSONAL PASSION THE CREATIVE OPPORTUNITY MOBILE SCALABILITY SEQUENTIAL MULTI-CHANNEL PARTNERSHIPS WHAT ARE WE TRYING TO SHOW / SAY WHAT’S THE NARRATIVE ARC (IN A BANNER…) IS IT LEGAL APPROVED PRODUCTION REQUIREMENTS RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE AN IDEA COULD BE JUST ONE OF EACH OF THESE OR MULTIPLE HAVING A LOOSE FRAMEWORK HELPS WITH SOMETHING THAT HAS SO MANY OPPORTUNITIES
  20. 20. ONE OF MANY POSSIBILITIES... MEDIA OPPORTUNITY MOBILE SCALABILITY SEQUENTIAL MULTI-CHANNEL PARTNERSHIPS “RESEARCHING A SHORT BREAK” Mobile search YouTube videos Holiday videos ...
  21. 21. MEDIA OPPORTUNITY source: Google Trends, May 2015
  22. 22. MEDIA OPPORTUNITY source: Google Trends, May 2015
  23. 23. ONE OF MANY POSSIBILITIES... PERSONAL PASSION RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE “CYCLING” European wide Multiple events in spring / summer Lots of media / social conversion to target via programmatic ...
  24. 24. ONE OF MANY POSSIBILITIES... PERSONAL PASSION RELEVANT TO AUDIENCE EASY TO ACCESS SURROUNDED BY CONVERSATION RELEVANT FOR THE BRAND MESSAGE Plenty of events that cyclists are into and have travel opportunities associated to them...
  25. 25. “RESEARCHING A SHORT BREAK” “CYCLING ENTHUSIAST” CREATIVE OPPORTUNITY … ? FINAL TIP… FOCUS ON THE STORY INSTEAD OF THE TECHNOLOGY
  26. 26. Some thoughts on presenting ● Outline your insight/idea ● Summarize your idea ● Show the campaign elements that support the main idea: The film, digital execution, real life (installation) and other ● Outline a user journey: what is the consumer experience?
  27. 27. PROGRAMMATIC OPTIMISATION
  28. 28. Results informs strategy and creative Real time data and optimisation Real-time creative development and news rooms Break down the silos Continuous optimisation
  29. 29. A new assumption: we know nothing We’re experimenting with the opportunities programmatic offers Figuring out the process on the go and evolve with the tech, tools and audience R&D
  30. 30. THE FUTURE
  31. 31. Algorithms + Data vs Creativity How tech and tools will evolve / follow? How do we get to a connected data network Questions we have right now..
  32. 32. Nobody likes to be stalked Ethical questions on the edges Technology is not enough Watch-outs
  33. 33. Removing the siloed structure between Client - Creative agency - Media agency More and real-time collaboration The traditional model for advertising doesn’t work Closer collaboration
  34. 34. thank you

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