Presented to NGEN July 2013

1. CREATIVE THINKING
FOR TOMORROWS
MEDIA
Aneeket Dayal

2. SILOED DIGITAL MEDIA THINKING
IS DEAD

3. BLURRING THE LINES BETWEEN
CREATIVE AND MEDIA

4. A NEW DIMENSION OF INSIGHTS
HUMAN BEHAVIOR HUMAN INTERACTION

5. NEW MEDIA DEMANDS NEW
WAYS OF THINKING

7. 1.RESPONSIVENESS
BEATS PLANNING

8. )
"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this information can quickly become out of date and viewers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

9. 1.Real time trading desk
2.Multi Screen Consumption
3.Event Twitter Integration #
4.Responsive Screen Design
WE ALL VALUE REAL TIME
COMMUNICATION

10. 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.

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

12. Biggest Social Media
Meltdown of 2013

13. Untapped responsive
opportunity for brands!

14. THINK:
Flexible creative planning rather then
long term buying. Always on and
always ready to engage.

15. 2.COMMUNITIES
OUTNUMBER
AUDIENCES

16. COMMUNITIES ARE BUILT ON:
1. Passion
2. Shared Interest
3. Collective
4. Purpose

17. Digital media interactions
can create qualitative
insights based on
community values!

18. Nike + Sports + Technology =
Community Rewards

19. THINK:
Communities before audience. Develop
planning on principles of:
1. Become part values and rituals
2. Sharing your narrative
3. Talk their language

20. 3.REPUTATION
OVERSHADOWS
BRANDING

21. Every action and media touch
point should be an extension of
the brand personality

22. With media ALWAYS ON brands
can no longer hide their purpose
and personality

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

24. RED BULL TV ACROSS MOBILE, ONLINE,
CONNECTED TV

25. 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

26. 4. THINK SENSE,
FORGET CLICKS

27. TECHNOLOGY IS FUELING THE NEED FOR NEW FORMS OF
INTERACTAION
NEW WAYS TO ENGAGE EXISTING
MEDIA
THE REAL BECOMES VIRTUAL
3.GOOGLE GLASSES1.LEAP MOTION
2.SHAZAM

28. Yellow Pages NZ Vodafone @ Telstra 500
TASTE SMELL
MEDIA CREATED ON SENSE

29. MEDIA ACTIVATED VIA SENSE
The world’s first yawn detecting vending machine, Bye Bye Red Eye.

30. THINK:
Discovery is no longer limited to touch!
- The more senses that you engage
the more heightened the user
experience

31. THANK YOU

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