Data meets Creativity - Webbdagarna 2015
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The document discusses the intersection of data and creativity in advertising, highlighting examples such as British Airways using real-time flight information and Nike creating personalized videos for active runners. It emphasizes the necessity of fostering a collaborative culture to effectively merge data with creative efforts to enhance ad relevance and performance metrics. The piece ultimately reflects on the importance of leveraging big data in innovative advertising approaches.
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Data meets Creativity - Webbdagarna 2015
- 1. D A T A M E E T S C R E A T I V I T Y Tobias Zehnder Webrepublic
- 2. @tozehnder Since the early days of mankind, people used their imagination and creativity to get other people’s attention.
- 3. The Digital Universe 4.4ZB 2013 IDC, 2014 iPad Air – 0.29 thick, 128 GB 0.7stack 44ZB 2020 6.6stack
- 4. #lookup British Airways connected a billboard with real-time flight information to raise awareness for their European flights.
- 5. Data vs Creativity Knowledge @tozehnder Optimization Creativity
- 6. Nike created personalised videos for its 100’000 most active runners, based on their personal training data.
- 7. To really combine data and creativity, you need to establish a Culture of Collaboration
- 8. WeatherAPI @tozehnderTriggering AdWords ads based on real-time weather data
- 9. ConnectionAds @tozehnderOutsmarting cars: AdWords script that triggers ads if the train connection is faster.
- 10. NewsletterAds Social Rockstars 2 Authentic Testimonials 3 True Fans 1 @tozehnder Creating an integrated ad campaign that makes banners more relevant.
- 12. 3DReporting 1Data 2 3D Model @tozehnder Creating the world’s first truly tangible AdWords reporting.
- 16. @tozehnder Creativity → Relevancy → ← People ← Data ← Collaboration
- 17. @tozehnder | Webrepublic B I G D A T A B I G I D E A S demands