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perjantaina 23. syyskuuta 2011
Spreading The Digital Love!                                                               Paavo Järvilehto




             Beyond Digital
             Creating online advertising that matters




                                 Helsinki                  London                  Mumbai

                                 Activeark Oy              Activeark Ltd           Activeark Ltd
                                 Pursimiehenkatu 29-31 A   14 Baltic Street East   B-1, Krishnalaya CHS, 14 Postal Colony Road,
                                 00150 Helsinki, FIN       London, EC1Y 0UJ        Chembur, Mumbai - 400071
                                 +358 (0)9 4241 2600       +44 20 7253 4044        +91 222 528 5051
                                 www.activeark.fi           www.activeark.com       mum@activeark.com




perjantaina 23. syyskuuta 2011
You




perjantaina 23. syyskuuta 2011
You




                                 Internet



perjantaina 23. syyskuuta 2011
You




perjantaina 23. syyskuuta 2011
Digital revolution




                        2001
             360 million




           http://www.internetworldstats.com/stats.htm




perjantaina 23. syyskuuta 2011
Digital revolution




                        2001                                2011
             360 million                                 2 billion




           http://www.internetworldstats.com/stats.htm




perjantaina 23. syyskuuta 2011
“     We are living in the middle of the largest increase
        in expressive capability in the history of the human
        race
         Professor Clay Shirky,
         NY university of interactive telecommunications program




perjantaina 23. syyskuuta 2011
GAMING


                                 TELEVISION



                                                       MOVIES

                                          RADIO


                                 SOCIAL
                                                  BOOKS




                                     Environment

perjantaina 23. syyskuuta 2011
Ad avoidance




perjantaina 23. syyskuuta 2011
?
        How do we create advertising
        that the consumers will not avoid?



perjantaina 23. syyskuuta 2011
1

               2                 3 Solutions

               3




perjantaina 23. syyskuuta 2011
1                 Do not interrupt

               2

               3




perjantaina 23. syyskuuta 2011
The hire - BMW films, 2001




         http://www.youtube.com/watch?v=7a3G2p9b3iA


perjantaina 23. syyskuuta 2011
The hire - BMW films

                                 Blogs
                     Friends              Movie reviews




               News                 You         Fan sites




perjantaina 23. syyskuuta 2011
The hire - BMW films

                                 Blogs
                     Friends             Movie reviews




               News                            Fan sites




perjantaina 23. syyskuuta 2011
1                 Do not interrupt

               2                 There is no audience

               3




perjantaina 23. syyskuuta 2011
Tender Crisp Chicken Sandwich




perjantaina 23. syyskuuta 2011
The Subservient chicken, 2004




                      http://www.bk.com/en/us/campaigns/subservient-chicken.html



perjantaina 23. syyskuuta 2011
1                 Do not interrupt

               2                 There is no audience

               3                 Don’t use it as a
                                 media channel

perjantaina 23. syyskuuta 2011
perjantaina 23. syyskuuta 2011
Skittles facebook presence




               http://evb.com/work/mob-the-rainbow/




perjantaina 23. syyskuuta 2011
1                 Do not interrupt

               2                 There is no audience

               3                 Don’t use it as a
                                 media channel

perjantaina 23. syyskuuta 2011
1                 Make them come to you

               2                 There is no audience

               3                 Don’t use it as a
                                 media channel

perjantaina 23. syyskuuta 2011
1                 Make them come to you

               2                 Make them part of the show

               3                 Don’t use it as a
                                 media channel

perjantaina 23. syyskuuta 2011
1                 Make them come to you

               2                 Make them part of the show

               3                 Make them active



perjantaina 23. syyskuuta 2011
http://nikerunning.nike.com/nikeos/p/nikeplus/
          en_EMEA/plus/#//dashboard/



perjantaina 23. syyskuuta 2011
Create something that
                     has continuous value for
                     the customer



perjantaina 23. syyskuuta 2011
Be there for your customer.
                     It’s a two way show now.

perjantaina 23. syyskuuta 2011
perjantaina 23. syyskuuta 2011

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Beyond Digital

  • 2. Spreading The Digital Love! Paavo Järvilehto Beyond Digital Creating online advertising that matters Helsinki London Mumbai Activeark Oy Activeark Ltd Activeark Ltd Pursimiehenkatu 29-31 A 14 Baltic Street East B-1, Krishnalaya CHS, 14 Postal Colony Road, 00150 Helsinki, FIN London, EC1Y 0UJ Chembur, Mumbai - 400071 +358 (0)9 4241 2600 +44 20 7253 4044 +91 222 528 5051 www.activeark.fi www.activeark.com mum@activeark.com perjantaina 23. syyskuuta 2011
  • 4. You Internet perjantaina 23. syyskuuta 2011
  • 6. Digital revolution 2001 360 million http://www.internetworldstats.com/stats.htm perjantaina 23. syyskuuta 2011
  • 7. Digital revolution 2001 2011 360 million 2 billion http://www.internetworldstats.com/stats.htm perjantaina 23. syyskuuta 2011
  • 8. We are living in the middle of the largest increase in expressive capability in the history of the human race Professor Clay Shirky, NY university of interactive telecommunications program perjantaina 23. syyskuuta 2011
  • 9. GAMING TELEVISION MOVIES RADIO SOCIAL BOOKS Environment perjantaina 23. syyskuuta 2011
  • 11. ? How do we create advertising that the consumers will not avoid? perjantaina 23. syyskuuta 2011
  • 12. 1 2 3 Solutions 3 perjantaina 23. syyskuuta 2011
  • 13. 1 Do not interrupt 2 3 perjantaina 23. syyskuuta 2011
  • 14. The hire - BMW films, 2001 http://www.youtube.com/watch?v=7a3G2p9b3iA perjantaina 23. syyskuuta 2011
  • 15. The hire - BMW films Blogs Friends Movie reviews News You Fan sites perjantaina 23. syyskuuta 2011
  • 16. The hire - BMW films Blogs Friends Movie reviews News Fan sites perjantaina 23. syyskuuta 2011
  • 17. 1 Do not interrupt 2 There is no audience 3 perjantaina 23. syyskuuta 2011
  • 18. Tender Crisp Chicken Sandwich perjantaina 23. syyskuuta 2011
  • 19. The Subservient chicken, 2004 http://www.bk.com/en/us/campaigns/subservient-chicken.html perjantaina 23. syyskuuta 2011
  • 20. 1 Do not interrupt 2 There is no audience 3 Don’t use it as a media channel perjantaina 23. syyskuuta 2011
  • 22. Skittles facebook presence http://evb.com/work/mob-the-rainbow/ perjantaina 23. syyskuuta 2011
  • 23. 1 Do not interrupt 2 There is no audience 3 Don’t use it as a media channel perjantaina 23. syyskuuta 2011
  • 24. 1 Make them come to you 2 There is no audience 3 Don’t use it as a media channel perjantaina 23. syyskuuta 2011
  • 25. 1 Make them come to you 2 Make them part of the show 3 Don’t use it as a media channel perjantaina 23. syyskuuta 2011
  • 26. 1 Make them come to you 2 Make them part of the show 3 Make them active perjantaina 23. syyskuuta 2011
  • 27. http://nikerunning.nike.com/nikeos/p/nikeplus/ en_EMEA/plus/#//dashboard/ perjantaina 23. syyskuuta 2011
  • 28. Create something that has continuous value for the customer perjantaina 23. syyskuuta 2011
  • 29. Be there for your customer. It’s a two way show now. perjantaina 23. syyskuuta 2011