remix likes to repeat itself. creative repetitiveness in online video advertising' - semcamp...

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@maciejolpinski remix likes to repeat itself creative repetitiveness in online video advertising ! maciejolpinski.com

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Page 1: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

@maciejolpinski

remix likes torepeat itselfcreative repetitiveness in online video advertising

!

maciejolpinski.com

Page 2: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

in the last episode....

Page 3: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

in the auctioneverybody’s equal

myth of planning

multiple creatives and optimisation

1.

2.

3.

Page 4: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

adve

rtisi

ng b

udge

t

number of advertisers

99% of advertising industry experiences

with video happened here

Page 5: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

mediahouse

creative����������� ������������������  agency/����������� ������������������  productionhouse client

targetingcreative action

TRADITIONAL����������� ������������������  MODEL

Page 6: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

3����������� ������������������  CONS����������� ������������������  OF����������� ������������������  TRADITIONAL����������� ������������������  MODEL

overspecialization“I don’t do media buys”, “call the creatives”, “social media? we have an agency for that”

costs“we also need license for the internet and lunch for the extras ”

limited feedback loops“could you please send me the impressions report from last month, I’m making a report for a client”

Page 7: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

youtube.com/watch?v=AZMT2DNV6jI

title����������� ������������������  ‘file_name’

‘listen,&����������� ������������������  don’t����������� ������������������  interrupt’

Page 8: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

file_name_15s_v1

comments?����������� ������������������  cool����������� ������������������  but����������� ������������������  won’t����������� ������������������  respond,����������� ������������������  we����������� ������������������  dosocial����������� ������������������  on����������� ������������������  facebook

youtube.com/watch?v=KLNFpoqFZ08

Page 9: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

www.press.pl/newsy/reklama/pokaz/42051,Papaya-Films-wyprodukuje-spoty-dla-Bialegostoku

cost:

40k

USD

1 x spot 30 s

1 x spot 8 s

how����������� ������������������  much����������� ������������������  does����������� ������������������  a����������� ������������������  video����������� ������������������  cost?

Page 10: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

“Najsztub Słucha”“20m2 Łukasza” vs

production����������� ������������������  cost����������� ������������������  is����������� ������������������  important

youtube.com/20m2lukasza tvnplayer.pl/programy-online/najsztub-slucha-odcinki,1010/

Page 11: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

youtube.com/watch?v=prGofMpO8zg youtube.com/watch?v=AspJ1AXSUfc

original version remix version

it’s����������� ������������������  getting����������� ������������������  harder����������� ������������������  to����������� ������������������  ‘plan’����������� ������������������  on����������� ������������������  YouTube

Page 12: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

adve

rtisi

ng b

udge

t

number of advertisers

let’s����������� ������������������  forget����������� ������������������  aboutthis����������� ������������������  segment

video ads for 40k USD and more

Page 13: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

number of advertisers

...����������� ������������������  let’s����������� ������������������  start����������� ������������������  from����������� ������������������  the����������� ������������������  endwhat can I do for $40?

Page 14: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

number of advertisers

IKEA����������� ������������������  for����������� ������������������  video����������� ������������������  ads

traditional ad industry is like‘custom made furniture’

in the long tail we need:

Page 15: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

number of advertisers

cheapself-servedquick & easy to assembleaesthetic

repetitive

is����������� ������������������  it����������� ������������������  really����������� ������������������  an����������� ������������������  issue?

Page 16: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

#studio#actors#light

#makeup#script

#professionalism#linearity

#meme#viral#filter#remix#vlog

#music video#authenticity

ads imitate contentbut on YouTube ads still imitate ‘old’ content

Page 17: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

URL: www.testedilegno.eu/lato-b/unalibreria/

how could

advertising look like?

remix

Page 18: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

cost:

20

USD

Page 19: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

kinetic typography

actors

stop motion video

Wybieramy odpowiedni format klipu z

‘drawing hand’

STEP����������� ������������������  #1

cena:

$5-$10

USD

Page 20: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

Contact the seller to receive customization instructionsKROK����������� ������������������  #2

Page 21: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

Wait for final delivery and review the orderKROK����������� ������������������  #3

~ 2 - 3 days

Page 22: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

‘GIG ECONOMY’ - a better agency model?

TRANSPARENCY

TIME

PRICE

SIMPLE����������� ������������������  OFFER

Page 23: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

homepage

in-search

custom gadgets on YouTube

in-stream in-display

in-streamreservation

let’s����������� ������������������  talk����������� ������������������  about����������� ������������������  ad����������� ������������������  formats...

Page 24: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

in-searchin-stream in-display

only����������� ������������������  3����������� ������������������  formats����������� ������������������  really����������� ������������������  countauction + feedback + mobile

Page 25: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

a����������� ������������������  client����������� ������������������  proposaltoday

Page 26: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

video-leaflet video-text

source

media

template

adwords ad text + landing page

kinetic typography

existing printed leaflets

remarketing + InStream+ geography

client����������� ������������������  proposalhow could it look like tomorrow?

Page 27: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

number of advertisers

creativeremix

creative ‘let’s shoot a video’

Page 28: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

time

qualityquality required in the high end of the market

quality required in the lowend of a completely new

market

‘sustaining����������� ������������������  innovation’

‘disru

ptive

����������� ������������������  innovatio

n’

‘innovator’s dilemma’

are we here?

Page 29: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

find clients for a

productand not a

product for clients

Clayton Christensen - “Innovator’s Dilemma”

Page 30: Remix likes to repeat itself. Creative repetitiveness in online video advertising' - SEMcamp Warsaw 27.06.2013 [EN]

coming to the end...