THE IMPORTANCE OF CREATIVE STRATEGY IN ONLINE ADVERTISING

91 Pages·2010·7.46 MB·English

THE IM PORTANCE OF
CREATIVE STRATEGY
IN ONLINE ADVERTISING
Toni Dosv en
45
MINUTES
93
SLIDES
12
DIAGRAMS
38
IMAGES
06
CASE STUDIES
02
LANGUAGES
29
SECONDS/SLIDE
I NTRO
01
TR E N DS
02
PROCESS
03
EXAM PLES
04
KEY WOR DS
05
Bio
1990 1996 2010
KONTURA WORK FOR: CLIENTS:
IDOLS & FRIENDS RED CADDY MOTOROLA
OPTIWAVE DELOITE
613 CREATIVE GOVERNMENT OF CAN.
DELOITE NORTEL
HINTONGROUP ALCATEL-LUCENT
TRADITIONAL MEDIA NEW MEDIA
1996 2010
ONLINE CREATIVE STRATEGY:
TR E N DS
01) MOBILE vs COMPUTER
02) TELEVISION vs. THE INTERNET
03) ONLINE SPENDING vs. PRINT SPENDING
04) MOBILE ADVERTISING REVENUE
05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS
TRENDS:
1) MOBILE vs COMPUTER
TRENDS:
01) MOBILE vs COMPUTER
3G
90% POPULATION
COVERAGE
22
MILLION CELL PHONE
SUBSCRIBERS
30
MILLION WITHIN
5 YEARS
75%
HOUSEHOLDS
HAVE A MOBILE
TRENDS:
02) TELEVISION vs. THE INTERNET
18 Hours Per Week 17 Hours Per Week
2010
Ipsos Reid
TRENDS:
03) ONLINE SPENDING Vs. PRINT SPENDING
$119.6 Billion for 111.5 Billion on newspaper
online and digital efforts and magazine campaigns.
2010
Source Outsell