Lieb Presentation Prsa
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The document discusses how advertising is shifting from advertisers creating ads to promote their products to instead creating engaging content. It suggests that to be successful, advertisers need to think like publishers or entertainment executives by creating stories and content that consumers will want to share rather than just competing with other ads. Some examples mentioned include brand campaigns like Will it Blend? and interactive experiences like Nike's customized billboard that encourage stories.
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Lieb Presentation Prsa
- 1. The Shift of Advertising and the Creative Renaissance Rebecca Lieb
- 4. once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
- 5. the media created the content the advertisers created the advertising
- 7. The Story of Menstruation (brought to you by Disney - and Kotex)
- 10. now: consumers create content... and advertisers can, too
- 11. create the content become the content otherwise, you’re just competing with the content
- 12. campaigns are obsolete you want tune-in you are the media
- 13. so…. you have to think like a publisher or an entertainment executive or both
- 15. 1. educate & inform 2. amuse/engage/play/entertain 3. create stories consumers can spread
- 17. Content can help your audience to research & learn
- 23. this “ad” (and the next one) was brought to you by federated media. (um…they’re publishers, not an ad agency)
- 30. the jerry seinfeld school of advertising zero (significant) media buy
- 40. Will it blend Will It Blend? (Blendtec)
- 41. Why Not Put Content Assets Online?
- 50. give the consumer a reason to tell a story
- 51. Nike ID Interactive Billboard, Times Square
- 53. Over half a million Google results…and counting.
- 55. thank you [email_address] http://econsultancy.com
Editor's Notes
- Fouryourimagination #1 on youtube in 3 days
- foryourimagination