opa south africa workshops on online industry in sa ben wagner - head of creative

Contents

• Introduction

• Does creativity make a difference?

• Does creativity require discipline?

• OPA’s best practice guide to online advertising

• Where does SA feature creatively?

• The Good, the Bad, and the Ugly

Introduction

• Role within OPA

- Head of Creative

- Jury Chairman for 2009 Bookmarks Awards

• 2009 Objectives

- Illustrate importance of digital creative

- Take this to traditional agencies, clients & existing digital players

- Develop culture of education via Best Practice Guides

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Creative Insights on Rich Media / DoubleClick / Sept ‘08

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Does creativity make a difference?

Key take outs from report

• Highlights importance of goal definition prior to campaign

• Set goals upfront and keep them in mind throughout creative process

• Aim to beat industry standard benchmarks as one of top goals

• Demonstrates team role that creative’s & online planners need to play

Does creativity make a difference?

Key take outs from report

• For higher click-through-rate, consider video & larger creative sizes

• For higher interaction rates, use in-page video & larger creative sizes

• When measuring interaction time expect close to just above 11 seconds

• For higher expansion rates & expansion times, use expanding video units

• For higher video complete rates, consider using in-page units

Does creativity make a difference?

Investing in Creative

• How will you stand out in these tough & competitive

times?

• Online viewer base rapidly growing, clutter will

become an increasing issue

• Consumer experience & interaction with your brand

starts with advertising

• Good creative carries a premium price, ensure you plan

& measure

• Agencies must raise value of creative thinking to

drive their own profitability

• Agencies need to invest beyond programmers and

designers

Does creativity require discipline?

In the box discipline

Vs

Out the box thinking

OPA’s best practice guide to online advertisingQuick snapshot

• Brand prominence

• Message simplicity

• Persuasion vs Awareness (determine the metrics around this)

• Integrate, integrate, integrate with through-the-line agencies

• Test creative vs placement

* Coming soon….Best practice guide to Social Media Advertising

Where does SA feature creatively?

• On average, not very well

• Limited international accolades compared to SA traditional agencies

• Low level of broadband penetration to date

• Creative concepts predominantly handed down, requires collaboration

• Limited skills, particularly within PDI’s and specialist skills (AS)

• Value of online creative vs offline is starting to change

• Shift in spend is already happening (hire vs lay-off’s)

The Good, the Bad, and the Ugly

• Wario Land Shake It | www.youtube.com/wariolandshakeit2008

The Good, the Bad, and the Ugly

• Sol Live Banner | www.mediafront.no/projects/sol/en/live.html

The Good, the Bad, and the Ugly

• Apple Banner | www.youtube.com/watch?v=wzWLUknuI-I

The Good, the Bad, and the Ugly

• Volvo XC60 | www.doubleclick.com/insight/gallery/index.html

The Good, the Bad, and the Ugly

• Caltex | www.mg.co.za/section/sport

The Good, the Bad, and the Ugly

• Caltex | www.mg.co.za/section/sport

The Good, the Bad, and the Ugly

• Caltex | www.mg.co.za/section/sport

The Good, the Bad, and the Ugly

• Caltex | www.mg.co.za/section/sport

The Good, the Bad, and the Ugly

• ABSA

The Good, the Bad, and the Ugly

•Discovery Invest