The Creative & Brand advisory council for ad:tech Sydney 2011 met to discuss the issues that are affecting the market and the content that should be on the ad:tech programme. Here is a summary of the key areas discussed:
What ‘return’ do you want?
• Digital brands are value led.
• What are the most effective digital channels for engaging online branding?
• Should digital brands be measured in the same way as offline? Branding – how do you measure it?
• More brand recall vs. more sales
• How can we make the brand seem innovative?
• If you’re an ROI client you have to have a search strategy first
Digital creative environment
• Complaints about digital brand creative are more vocal / visible than offline. Does that kill creativity?
• Individuals as brand channels
• Do aggregators make brand creative a waste of time?
• New platforms are just ways of talking to people so it’s pointless if you don’t have something to talk about
• What tools do we give consumers so they can do stuff?
• The brand is the people around it
• Execution is about what’s right for the brand. Have to think about what new audience you can bring
• We’re what we do, not how it looks
• Sell a business solution with creative
• Need to think ‘what else can we do with this, on or offline’ here’s out idea and how we approached it as a whole
• Media choices impact this (idea development and resourcing)
• You can’t just build – you need them to come – you need to invest to drive traffic
• A fail in digital is bigger than a fail offline. If you fail digitally on creative you just don’t get the budget again. Clients aren’t as prepared to fail which stifles creativity and innovation. Typical fail budget is $10K
• There is a ‘let’s just do Facebook’ mentality
• When you have a great idea how do you deploy on Facebook, what’s the experience? It is often disconnected in terms of experience for the consumer and ‘return’ for the client – be a fan, sell stuff, email database growth
• Facebook is interesting for garnering feedback and sentiment around customer feelings behind decisions
• Facebook adding value: community and connection
• Not just a brand channel
• Developing brand around film / games
• There is more YouTube take over this year.
• You have to be sure you want to get in to social media because it becomes a customer service channel and so communication escalates dramatically and you need logistics and planning behind it; if you’re present on social media you have to be sure you can interact well.
• Trend towards gaming
• Foursquare – who are you targeting? Different channel options – games suit them better than foursquare
Have your say
This is a summary of the points that were made in the meeting. We’ll be working on this and integrating these topics and themes into the ad:tech Sydney 2011 conference programme. If you have feedback on these points or want to make suggestions about additional topics or speakers for the programme then please leave comments or get in touch with me here.
Notes from the other advisory council meetings
Who’s on the other advisory councils:
Social Media Strategy
Data & Analytics
e-Commerce / Online Retail advisory
Core Digital Media
Entertainment & Experience
ad:tech Sydney advisory council groups named