Pete Barry, User Experience Director at Modern Climate, gave a presentation at the Miami Ad School about experiences in advertising. He discussed something that sucked, such as a horrible idea that failed, and something that rocked, like an interactive experience using click, touch, or speech. He then described something that he did that doubled expected visits and had high click through and visitor rates. Finally, he suggested three things attendees should do: understand what makes great experiences great, stay informed by outside influences, and have care in their work.

1. Advertising
Experience
Pete Barry
User Experience Director - Modern Climate
Miami Ad School - November 23, 2009

2. What do you do?

3. Experiences
• Something that sucked
• Something that rocked
• Something that I did
• Something that you should do

4. Something That
Sucked

5. Awesome Idea

6. Horrible Idea

7. FAIL

8. Something That
Rocked

9. Interactive
• Click
• Touch
• Speak
• Look?

11. Something That
I Did

13. Experience = Payoff?
• Double the expected visits
• 12% Click through to product page
• 28,163 Total unique visitors

14. Something That
You Should Do

15. Three Things
• What makes great experiences great?
• Get influenced & stay informed
• Care

16. Thank You
Pete Barry
User Experience Director - Modern Climate
pbarry@modernclimate.com
@PJBFCP