Oι νέες τεχνολογίες και τα ψηφιακά μέσα και κανάλια απελευθερώνουν τη δημιουργικότητα και μπορούν να συμβάλλουν αποτελεσματικά στο χτίσιμο ενος ισχυρού brand, που διασκεδάζει, φέρνει σε επικοινωνία, προκαλεί το διάλογο, ενθαρύνει τη συμμετοχή, και τελικά δημιουργεί μια μοναδική εμπειρία στον καταναλωτή. Στην κεντρική παρουσίαση του συνεδρίου, ο κ. David Pugh-Jones, Creative Strategist και evangelist της MSN Advertising Solutions θα εστιάσει στην ψηφιακή δημιουργικότητα και την εξέλιξη των online διαφημιστικών ευκαιριών σήμερα και στο μέλλον, εξηγώντας γιατί τα brands οφείλουν σε διαρκή βάση να αναθεωρούν τον τρόπο που επικοινωνούν και αγγίζουν τους καταναλωτές. Στην παρουσίαση θα γίνει επίδειξη rich interactive εφαρμογών με παραδείγματα του πως πελάτες, agencies και δημιουργικοί μεταφέρουν το innovation και τη δημιουργικότητα σε ενα νέο επίπεδο. Επιδείξεις καινούριων, συναρπαστικών τεχνολογιών παράλληλα με διαφημιστικές εξελίξεις στο mobile, το gaming και την επόμενη γενιά online video περιεχομένου.

1. Branding strategies
in an ever changing
digital world..
David Pugh-Jones
Creative Strategist EMEA, Microsoft Advertising

2. Seismic Shift
Content, Advertiser & Consumer
Passive Engaged>
Interrupt Relevant>
Mass Targeted>
Broadcast Interactive>
30 Seconds Extended time>
Advertiser Control Consumer Control>
Publisher Timetable My Timetable>
Single platform Multiple Media Platforms>

3. “Time isbeing created
that didn‟t exist before.”
- farfar, Stockholm, Sweden

5. Where I want it,
When I want it, How I want it.

6. Publisher Control

7. Consumer Control

8. ‘If you talked to
consumers the way
advertising talked to
consumers, they’d
punch you in the face’
Hugh Macleod, gapingvoid.com

9. Attract
Engage
Excite
The Essence of True Creative Marketing

10. How do we bring advertising to life?

11. Creativity is the key to..
...consumer engagement

12. ‘The trade of advertising
is now so near perfection
that it is not easy to
propose any improvement’
Samuel Johnson, 1759

15. The world‟s longest ad!?

16. Use Brand Advocates

17. IM: talktofrankbot@hotmail.co.uk
The results so far..
500,000 people have added FRANK
to their buddy list
Over 3 million conversations and
35 million individual questions
Lasting five minutes on average
The Agent is accessible 24 hours a day,
seven days a week.

18. „Entertain Me‟ Advertising

22. Exclusivity

23. For Mums, By Mums, About Mums

24. http://kirill.uk.msn.com/

25. Leveraging their network99% of web sites are
not socially enabled

26. „Tell me and I‟ll forget.
Show me and I might remember.
Involve me and I will understand‟
Benjamin Franklin

32. Every brand is unique

33. Everyone is Creative!
If you‟re not you can‟t work here

35. The Power of Brand Advocates

36. Using Brand Advocates

37. Take the Plunge..

38. Real vs Virtual World

43. Tom Clancy’s Rainbow Six Vegas

48. Can we predict the future?

49. When a TV spot airs,
half the audience
leaves the room.
Another 35% change
the channel.
When a magazine ad
appears, most just
turn the page.
PVR Owners
delete 88% of all
commercials.
Most web banners
have less than
1% click thru.
At 65mph, most
billboards are
never read.
Brand
Engagement is
paramount to
survival

50. The evolution of the www.

51. Microsoft
Is this the year of Mobile?!Every year is the year of Mobile!

54. „We always overestimate the change that will occur in the
the change that will occur in the next ten‟
next two years and underestimate
‘Brand-Headed’

55. Next Generation Behavioural Advertising

56. Immersive Digital Video Content

57. Virtual EarthVirtual Earth 3D

58. Virtual Earth with Deep Zoom Technology

60. Darwin‟s Digital Evolution

62. this will change forever the way you think about digital photos..
Picture the Future
Photosynth

63. ‘When the total brandscape is
evolving so fast, brands that are
sitting still risk looking out of touch
and out of energy.
For most brands whether in
technology, media or entertainment
slow is dangerous’
Next Now: Trends for the Future 2007
Marian Salzman & Ira Matathia

64. I can‟t afford to take risks
‘The biggest risk of all is
to do nothing and
continue to follow the
paths of the past’
- David Pugh-Jones, I just said it!

69. Talk doesn’t cook rice
(Old Chinese Proverb)

72. The digital era’s creative
possibilities are endless..

73. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part
of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
dpughj@microsoft.com
http://advertising.microsoft.com/europe