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Battle of the Screens
Champions’ BreakfastSeminar series for DDB partners and friends
about the latest marketing trends and stories of success
By .5,67$36�6,/,ĢÃDDB Consulting, Strategic Planner
More and more devices fight for our attention. How will
your brand be relevant across screens? Insights from
Interact '13.
'RPþ�²�'DUL���7KLQN�²�'RBy ,1*0c56�3ĸĖ,6LMT, Vice-President Marketing
An in-depth story about the recent rebranding
experience of LMT – Latvia's most reputable
telecommunications provider.
7KH�3RZHU�RI�$XWKHQWLFLW\By ERNEST ALEXANDER SABINECreative Director Ernest Alexander
How an upstart clothing label chose to defy all the odds by
manufacturing locally in the face of global outsourcing.
Breakfast chef $1'5,6�58%,16.
)ULGD\��-XQH���WK���������������$0.DOQFLHPD�6WUHHW�4XDUWHU�.DOQFLHPD�6WUHHW���RSVP 67288265 or evelina.dzelzkaleja@lv.ddb.com
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Melnsila Street
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Key trends from IAB Europe's AdEx Benchmark Report 2012
LESS THAN 50% OF DESIRED TARGET AUDIENCES ARE REACHED ACROSS SCREENS.
–Megan Clarken, Global Digital Product
Leader, Nielsen
ADVERTISING IS A SCIENCE GAME NOW. POOR GUYS.
–Megan Clarken, Global Digital Product
Leader, Nielsen
Changing Brand Formats
Changing Brand Formats
Changing Brand Formats
SIZE
SIZES OF SCREENS
SIZE
SIZE
TIME
ROLE
SIZE
TIME
ROLE
ROLES OF SCREENS
OUR RELATIONSHIP WITH EACH SCREEN IS EMOTIONALLY DIFFERENT.
– Didier Ongena, General Manager Europe, Microsoft
ROLE
LOVER
EXPL
ORER
SAGE
JESTER
EVERYMAN
INNOCENT
OUTLAW
RULE
R
CREATOR
HERO
ROLE
“MOBILE HAS TO BE RESPECTED MOST”
ROLE
Connected Experiences
EXPL
ORER
SAGE
JESTER
EVERYMAN
INNOCENT
OUTLAW
RULE
R
CREATOR
HEROLOVER
ROLE
Connected Experiences
LOVER CONNECT
REMIND
ENRICH
ROLE
Connected Experiences
Connecting the story
“TABLETS HAVE PRINT MENTALITY”
ROLE
Connected Experiences
SAGE
JESTER
EVERYMAN
INNOCENT
OUTLAW
RULER
CREATOR
HERO
LOVER
EXPLORER
ROLE
Connected Experiences
TELL STORIES
ENGAGE
GIVE CONTROL
EXPLORER
ROLE
Connected Experiences
JESTER
EVERYMAN
INNOCENT
OUTLAW
RULER
CREATOR
HERO
LOVER
SAGEEXPLORER
ROLE
Connected Experiences
SAGE FACILITATE
INFORM
HELP
ROLE
Connected Experiences
Connecting the story
EVERYMANTELLEMOTIONALSTORIES
ENTERTAIN
IMPERSONALMESSAGE
ROLE
Connected Experiences
“32% OF EUROPEANS EXPECT TO WATCH TV MORE IN FUTURE”
ROLE
Connected Experiences
Connecting the story
ROLE
PUBLIC PRIVATE
ROLE
TIME FOR SCREENS
TIME
15 h
20 h
19 h
22 h
15 h
14 h
13 h
13 h
ONLINE TELEVISION
TABLETS & PHONES LEAD TO +48% ONLINE TIME
+48%Welcome - Multi-device users
TIMEDEVICES FOR ACTIVE & SLOW TIMES OF THE DAY
Connecting the story
TIMEINCREDIBLY HIGH ATTENTION LEVEL ON MOBILE
Connecting the story
MORNING EVENING
TIME
Connected Experiences
Connected Experiences
Connected Experiences
THE MORE PERSONAL IS YOUR THE BRAND MESSAGE, THE SMALLER SHOULD BE THE SCREEN OF CHOICE.
– Jaap Favier, Managing Partner
The Small Circle
ROLE
LESS TRUST MORE TRUST
ROLE
The ROI of Screens
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