modern media
Post on 17-Oct-2014
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HYPER ISLAND MASTER CLASS MODERN MEDIA
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there’s never a bad time to , however this is a lousy time to text your assistant.
(#HIMC)
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hello, i’m @darrellwhitelaw i make things @IPGLAB
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co:
mobile development
growth consulting media exploration
social storytelling
DEEP FOCUS
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disclaimer: my views (and my potentially foul mouth) are my own
now that i’ve appeased legal, let’s move on . . .
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TO BE THREE YEARS TOO SOON IS TO BE BEHIND. THE TRICK IS TO BERIGHT ON TIME.
STEFANO PILATI - CREATIVE DIRECTOR, YSL
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life in a fully mediated world
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0
1250
2500
3750
5000
1960
1990
2006
average marketing messages per day (u.s. consumer)
international television and video almanac
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VALUINGAUDIENCES
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now what?
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$16.9BTOTAL
$8.8BADS
http://www.gartner.com/it/page.jsp?id=2092217
2012 global social media revenue
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reach &resonance
acquireconnections
messagesreach
connections
connectionsdiscusscontent
content shared by
connections
reach engagement amplification
www.comscore.com/like
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there’s no such thing as viral, only good.
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interesting things are happening
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http://help-us.nikeinc.com/app/answers/detail/article/twitter-rsvp/a_id/22897#twitter
Nike #RSVP
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#WARBYWALK
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engage audiences at all sizes and see results
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OBSERVING ENGAGEMENT
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THE FUTURE IS ALREADY HERE, IT’S JUST NOT EVENLY DISTRIBUTED
WILLIAM GIBSON - AUTHOR
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your name is just noise, it’s the least of my concerns
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DEALING INDATA
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.02% is not a success rate, it’s a $#*!%& standard
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find, buy and engage your most valuable audience
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SSP, DSP, RTB, DMP . . . WTF?
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FRANKLY, PLANNERS WEREN’T HIRED TO BE TECHNOLOGISTS OR QUANTS
JOANNA O’CONNEL - SENIOR ANALYST, FORRESTER
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the future is in the machines
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(greatly magnified)
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STORY 1 STORY 2 STORY 3 STORY 4
STORY 1ASTORY 1BSTORY 1CSTORY 1D
STORY 2ASTORY 2BSTORY 2CSTORY 2D
STORY 3ASTORY 3BSTORY 3CSTORY 3D
STORY 4ASTORY 4BSTORY 4CSTORY 4D
STORY 1ESTORY 1FSTORY 1GSTORY 1H
STORY 2ESTORY 2FSTORY 2GSTORY 2H
STORY 3ESTORY 3FSTORY 3GSTORY 3H
STORY 4ESTORY 4FSTORY 4GSTORY 4H
RETARGETING LAYER
RETARGETING LAYER
TARGETING LAYER
TARGETING LAYER
OVERARCHING BRAND MESSAGE
CONVERSION
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$$$$$
$$$$
$ $$
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tell better stories
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when data streams collide
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