Targets, trends, and tactics for approaching an integrated advertising campaign with digital and mobile at it's center

2. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
CONTENTS
1. NICHE TARGETING
2. PERVASIVE WEB
3. DIGITAL FOOTPRINT
4. CONTEXTUAL EXAMPLES
DIGITAL CREATIVE APPROACH
2

3. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / NICHE TARGETING
3
NICHE TARGETING

4. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / NICHE TARGETING
4
We feel a mass audience should be divided
into distinct groups of consumers that
campaigns can track and target, tailoring
interaction to their behavior

5. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
NICHE NETWORKS
Divide the target market into
niche networks of consumers
defined by common
characteristics.
DIGITAL CREATIVE APPROACH / NICHE TARGETING
5
NICHE NETWORKS
TARGET MARKET

6. DIGITAL CREATIVE APPROACH / NICHE NETWORKS FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015 6
BROWSERS
• Low income
• Less access to
technology
• Strongly influenced
SOCIALITES
• Very tech literate
• Active online
socializing
• Participate in digital
communities
EVANGELISTS
• Highly engaged
• Extremely influential
• More likely to own a
business or be in
senior management
ALL TARGET MARKETS CAN BE DIVIDED INTO THESE 3 NICHE NETWORKS

7. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
MARKETING FOR CONTEXT
Insert ourselves ahead of the
behavior trail that a niche network
takes to…
• Explore their interests
• Groom their identity
• Feed their relationships
DIGITAL CREATIVE APPROACH / NICHE TARGETING
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36%
49%
15%
HARDER
TO
REACH
EASIER
TO
INFLUENCE

8. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / NICHE TARGETING
8
We Listen to consumers, bridge media,
gain feedback, iterate offerings, and collect
relationships

9. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
9
THE PERVASIVE
WEB

10. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
10
We consider digital to be a participatory
layer that connects consumers to devices
and products they love, allowing them to
self-select their own experiences

11. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015 11
DIGITAL CREATIVE APPROACH / NICHE TARGETING
Social Media
Website
CRM
Data-Driven
Notifications
Data-Driven
SEARCHEABLE
PAST
PERVASIVE
EMERGING
PREDICTIVE
FUTURE
DIGITAL TRENDS

12. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
ITERATION FROM ANALYTICS
Campaigns can be a series of
small-bets independently tracked
and iterated on, based on
consumer feedback.
Example: MICROSOFT / LIONSGATE – The
Hunger Games Explorer
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
12

13. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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VALUE OVER ENGAGEMENT
Customers trade their privacy for
value, not for engagement.
Example: SAMSUNG GALAXY – #PowerOn
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
13

14. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
#LIVE STORYTELLING
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
14
Brands are placing bets on the
organic phenomenon of #LIVE
storytelling in social media.
Example: PAPER MAGAZINE –
#BreakTheInternet

15. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
MOBILE TARGETING
Data-driven mobile ads, target
where a person is and what their
doing to engage them in relevant
ways.
Example: EA MADDEN – Giferator
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
15

16. OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
TRULY NATIVE ADVERTISING
Brands are influencing influencers
in creative ways, instead of paying
them.
Example: TARGET, – #UnpopTheBox
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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17. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
CHANNEL AGNOSTIC
Media plans are being developed
in conjunction with, or after the
creative – rather than beforehand.
Example: BURGER KING – Motel King
DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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18. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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An idea should be contextual,
entertaining, engaging, playable, and of
value, in order to provoke individuals to
spread it through their network

19. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES
19
DIGITAL
FOOTPRINT

20. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
20
Our digital footprint is an overview that
shows the connection of campaign
content and properties

21. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
21
BRAND IDEA
The central thought in every
communication across all media

22. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES
22
OWNED
PROPERTIES
PAID
MEDIA
EARNED
ENGAGEMENT
SOCIAL
CHANNELS
PRODUCT
PAGES
CRM
APP
SHARE OF
MENTIONS
LIVE
STORYTELLING
DATA
DRIVEN
TRADITIONAL
PRE-ROLL
DISPLAY ADS
SEM
DIGITAL
WORD-OF-MOUTH
TV
OUT-OF-HOME
POINT-OF-SALE
BRAND IDEA
BRAND IDEA
RETAIL
PRINT

23. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
23
We plan interaction that takes place
through phases of engagement

24. FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES
PAID
OWNED
EARNED
PRINT
TV
RETAIL
DATA-DRIVEN
SOCIAL CHANNELS
APP
PRODUCT PAGES
CRM
SOCIAL CHANNELS
APP
PRODUCT PAGES
CRM

25. THANKS