Pushing creative boundaries in onlinbe advertising
Does creativity make a difference?
Does creativity need discipline?
OPA’s latest best practice guide to online advertising
Where does SA feature creatively?
The Good, The Bad, The Ugly
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OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative
1.
2. Contents
• Introduction
• Does creativity make a difference?
• Does creativity require discipline?
• OPA’s best practice guide to online advertising
• Where does SA feature creatively?
• The Good, the Bad, and the Ugly
3. Introduction
• Role within OPA
- Head of Creative
- Jury Chairman for 2009 Bookmarks Awards
• 2009 Objectives
- Illustrate importance of digital creative
- Take this to traditional agencies, clients & existing digital players
- Develop culture of education via Best Practice Guides
15. Does creativity make a difference?
Key take outs from report
• Highlights importance of goal definition prior to campaign
• Set goals upfront and keep them in mind throughout creative process
• Aim to beat industry standard benchmarks as one of top goals
• Demonstrates team role that creative’s & online planners need to play
16. Does creativity make a difference?
Key take outs from report
• For higher click-through-rate, consider video & larger creative sizes
• For higher interaction rates, use in-page video & larger creative sizes
• When measuring interaction time expect close to just above 11 seconds
• For higher expansion rates & expansion times, use expanding video units
• For higher video complete rates, consider using in-page units
17. Does creativity make a difference?
Investing in Creative
• How will you stand out in these tough & competitive times?
• Online viewer base rapidly growing, clutter will become an increasing issue
• Consumer experience & interaction with your brand starts with advertising
• Good creative carries a premium price, ensure you plan & measure
• Agencies must raise value of creative thinking to drive their own profitability
• Agencies need to invest beyond programmers and designers
18. Does c r e ativity re quire discipline?
In the box discipline
Vs
Out the box thinking
19. OPA’s best practice guide to online
advertising
Quick snapshot
• Brand prominence
• Message simplicity
• Persuasion vs Awareness (determine the metrics around this)
• Integrate, integrate, integrate with through-the-line agencies
• Test creative vs placement
* Coming soon….Best practice guide to Social Media Advertising
20. Where does SA feature creatively?
• On average, not very well
• Limited international accolades compared to SA traditional agencies
• Low level of broadband penetration to date
• Creative concepts predominantly handed down, requires collaboration
• Limited skills, particularly within PDI’s and specialist skills (AS)
• Value of online creative vs offline is starting to change
• Shift in spend is already happening (hire vs lay-off’s)
21. The Good, the Bad, and the Ugly
• Wario Land Shake It | www.youtube.com/wariolandshakeit2008
22. The Good, the Bad, and the Ugly
• Sol Live Banner | www.mediafront.no/projects/sol/en/live.html
23. The Good, the Bad, and the Ugly
• Apple Banner | www.youtube.com/watch?v=wzWLUknuI-I
24. The Good, the Bad, and the Ugly
• Volvo XC60 | www.doubleclick.com/insight/gallery/index.html
25. The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
26. The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
27. The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
28. The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
