![Page 1: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/1.jpg)
![Page 2: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/2.jpg)
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
![Page 3: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/3.jpg)
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
![Page 4: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/4.jpg)
Does creativity make a difference?
![Page 5: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/5.jpg)
Does creativity make a difference?
![Page 6: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/6.jpg)
Does creativity make a difference?
![Page 7: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/7.jpg)
Does creativity make a difference?
![Page 8: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/8.jpg)
Does creativity make a difference?
![Page 9: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/9.jpg)
Does creativity make a difference?
![Page 10: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/10.jpg)
Does creativity make a difference?
![Page 11: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/11.jpg)
Does creativity make a difference?
Creative Insights on Rich Media / DoubleClick / Sept ‘08
![Page 12: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/12.jpg)
Does creativity make a difference?
![Page 13: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/13.jpg)
Does creativity make a difference?
![Page 14: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/14.jpg)
Does creativity make a difference?
![Page 15: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/15.jpg)
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
![Page 16: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/16.jpg)
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
![Page 17: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/17.jpg)
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
![Page 18: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/18.jpg)
Does creativity require discipline?
In the box discipline
Vs
Out the box thinking
![Page 19: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/19.jpg)
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
![Page 20: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/20.jpg)
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)
![Page 21: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/21.jpg)
The Good, the Bad, and the Ugly
• Wario Land Shake It | www.youtube.com/wariolandshakeit2008
![Page 22: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/22.jpg)
The Good, the Bad, and the Ugly
• Sol Live Banner | www.mediafront.no/projects/sol/en/live.html
![Page 23: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/23.jpg)
The Good, the Bad, and the Ugly
• Apple Banner | www.youtube.com/watch?v=wzWLUknuI-I
![Page 24: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/24.jpg)
The Good, the Bad, and the Ugly
• Volvo XC60 | www.doubleclick.com/insight/gallery/index.html
![Page 25: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/25.jpg)
The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
![Page 26: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/26.jpg)
The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
![Page 27: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/27.jpg)
The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
![Page 28: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/28.jpg)
The Good, the Bad, and the Ugly
• Caltex | www.mg.co.za/section/sport
![Page 29: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/29.jpg)
The Good, the Bad, and the Ugly
• ABSA
![Page 30: OPA South Africa Workshops on Online Industry In SA Ben Wagner - Head of Creative](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d2c05b4c905ab268b5004/html5/thumbnails/30.jpg)
The Good, the Bad, and the Ugly
•Discovery Invest