Why and How Digital ad industry failed on Creativity
•
2 likes•497 views
Thoughts shared as part of Game Changers Conf at Onassis Cultural Center, on the impact of the birth and development of Digital ad industry on Creativity.
Report
Share
Why and How Digital ad industry failed on Creativity
- 1. @vareloglou CREATIVITY 1 - 0 DIGITAL MARKETING INDUSTRY Giorgos Vareloglou 10.10.2017 #GC17gr
- 3. @vareloglou “The birth and development of Digital ad industry has been a major setback for creativity in advertising. -Me
- 4. @vareloglou It all started from the kind of people that gave birth to this industry.
- 6. @vareloglou Admen A bunch of geeks knowing stuff about the internet, having no idea about marketing, consumers or creativity.
- 8. @vareloglou Copywriter Source https://500px.com/photo/87873779/lettera-by-copywriter-with-camera?ctx_page=1&from=search&ctx_type=photos&ctx_q=copywriter It was only during the past 3 years digital agencies understood the necessity of hiring copywriters.
- 10. @vareloglou KNOW THE PLATFORMS, UNDERSTAND THE TOOLS, SUGGEST TACTICS, CHASE THE LATEST GIMMICK, BUILD A FACEBOOK APP, COME UP WITH A CAMPAIGN ON INSTAGRAM, SUGGEST AN INSTAGRAM INFLUENCER IDEA. WE NEED AN IDEA. >
- 12. @vareloglou 4 OUT OF 10.000 USERS MIGHT CLICK ON A BANNER AD. Source: Google / Greece 2.32 in 10.000 - probability to be hit by a car https://www.reference.com/math/odds-getting-hit-car-8153e02f5ac36140#
- 13. @vareloglou GREECE COMES #2 IN THE WORLD* IN AD-BLOCKING. Source: e-marketer / *26 select countries 36% of Greeks don’t see any ads online.
- 14. @vareloglou
- 15. @vareloglou YET WE, AS AN INDUSTRY, AUTISTICALLY INSIST ON PUTTING ALL OUR EFFORTS IN MULTIPLYING ZERO INSTEAD OF INVESTING IN CREATIVITY. Source: TEDxAthens 2011 commercial - Bold Ogilvy
- 16. @vareloglou
- 17. @vareloglou
- 18. @vareloglou
- 19. @vareloglou
- 20. @vareloglou
- 21. @vareloglou
- 22. @vareloglou ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.
- 23. @vareloglou Unsurprisingly, none of them was created by a digital agency. ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.
- 24. @vareloglou DOUBLE DIGIT INCREASE IN SALES. 11x EFFICIENCY IN MEDIA METRICS.
- 25. @vareloglou It seems to me that creativity is the most efficient media strategy.
- 26. A CRAPPY MESSAGE WILL ALWAYS BE A CRAPPY MESSAGE, REGARDLESS THE AD TECH WE USE TO DELIVER IT.