modern media

HYPER ISLAND MASTER CLASS MODERN MEDIA

there’s never a bad time to , however this is a lousy time to text your assistant.

(#HIMC)

hello, i’m @darrellwhitelaw i make things @IPGLAB

co:

mobile development

growth consulting media exploration

social storytelling

DEEP FOCUS

disclaimer: my views (and my potentially foul mouth) are my own

now that i’ve appeased legal, let’s move on . . .

TO BE THREE YEARS TOO SOON IS TO BE BEHIND. THE TRICK IS TO BERIGHT ON TIME.

STEFANO PILATI - CREATIVE DIRECTOR, YSL

life in a fully mediated world

0

1250

2500

3750

5000

1960

1990

2006

average marketing messages per day (u.s. consumer)

international television and video almanac

VALUINGAUDIENCES

now what?

$16.9BTOTAL

$8.8BADS

http://www.gartner.com/it/page.jsp?id=2092217

2012 global social media revenue

reach &resonance

acquireconnections

messagesreach

connections

connectionsdiscusscontent

content shared by

connections

reach engagement amplification

www.comscore.com/like

there’s no such thing as viral, only good.

interesting things are happening

http://help-us.nikeinc.com/app/answers/detail/article/twitter-rsvp/a_id/22897#twitter

Nike #RSVP

#WARBYWALK

engage audiences at all sizes and see results

OBSERVING ENGAGEMENT

THE FUTURE IS ALREADY HERE, IT’S JUST NOT EVENLY DISTRIBUTED

WILLIAM GIBSON - AUTHOR

your name is just noise, it’s the least of my concerns

DEALING INDATA

.02% is not a success rate, it’s a $#*!%& standard

find, buy and engage your most valuable audience

SSP, DSP, RTB, DMP . . . WTF?

FRANKLY, PLANNERS WEREN’T HIRED TO BE TECHNOLOGISTS OR QUANTS

JOANNA O’CONNEL - SENIOR ANALYST, FORRESTER

the future is in the machines

(greatly magnified)

STORY 1 STORY 2 STORY 3 STORY 4

STORY 1ASTORY 1BSTORY 1CSTORY 1D

STORY 2ASTORY 2BSTORY 2CSTORY 2D

STORY 3ASTORY 3BSTORY 3CSTORY 3D

STORY 4ASTORY 4BSTORY 4CSTORY 4D

STORY 1ESTORY 1FSTORY 1GSTORY 1H

STORY 2ESTORY 2FSTORY 2GSTORY 2H

STORY 3ESTORY 3FSTORY 3GSTORY 3H

STORY 4ESTORY 4FSTORY 4GSTORY 4H

RETARGETING LAYER

RETARGETING LAYER

TARGETING LAYER

TARGETING LAYER

OVERARCHING BRAND MESSAGE

CONVERSION

$$$$$

$$$$

$ $$

tell better stories

when data streams collide

thanks

@darrellwhitelaw or dw@ipglab.com if you’re legacy.