Posts Tagged ‘Creative’

Interactive Creative Skills Every Agency Needs

Tuesday, Feb 10 2009

Our DC-based creative director Ernie Mosteller caught up with the Capitol Communicator, a site dedicated to communications professionals in the Mid-Atlantic. Check out Ernie’s thinking on how marketing and creative talent need to evolve for the digital age.

Super Bowl XLIII. Here We Go…

Thursday, Jan 29 2009

In 2008 an average of 97.5 million Americans tuned into FOX to watch the New York Giants beat the New England Patriots, making it the most-watched Super Bowl ever. The event averaged a 43.1% household rating, up from the 2007 game between the Indianapolis Colts and the Chicago Bears, which was watched by 93.1 million viewers and an average of 42.6% of U.S.Homes. 

Year

Network

Avg Viewers

Teams

2008

Fox

97.5 million

New England Patriots vs. New York Giants

2007

CBS

93.1 million

Indianapolis Costs vs. Chicago Bears

2006

ABC

90.7 million

Pittsburgh Steelers vs. Seattle Seahawks

2005

Fox

86.1 million

New England Patriots vs. Philadelphia Eagles

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Your Site — Then, Now, and From Now On.

Friday, Jul 25 2008

There was a time when you needed a site because — well, because you needed a site. That seemed reason enough. The site was a catch-all for anything that felt like, maybe, it might belong on a site. You built it once, and pretty much left it alone –- except when you decided to add some more stuff that seemed like it probably belonged. That was how it was done. That was, also, then. This is not then. This is…you know.

Now your site has a specific function. A reason for being. A purpose. Yes, it might accomplish more than one task – informing customers about your product range, alerting them to useful news, helping them locate a dealer or connect with like minds – but in the end, now your site is designed to complete an over-arching, specific, marketing function. It might be growing a customer database. It might be e-commerce. It might be soliciting donations, providing directions — or it might be pure brand engagement in the form of entertainment. Whatever it is, the over-arching function for your site is the single most important influence on its design – throughout the process, from wireframe to live. That doesn’t mean it can’t do other things. It just means it should be designed with a single goal as its ultimate mission.

Some brands are in a position to build multiple sites for multiple audiences, or multiple aspects of a campaign or product – each site, potentially, with a different over-arching mission. It happens more often than you might think, and can be a good strategy for the right product, and with the right budget support. But not everyone has that luxury. More often than not, you’re building just one site. And chances are, you’re building a site you’d like to have around for a few years. So choosing a mission for your site is an important decision. You have to choose one you’re going to live with for awhile.

It also means, from now on, there’s a very good chance you’re building a site that contains a number of elements designed to keep people interested, and coming back over time. The days of “set it and forget it” are gone. The social and sharing tools of Web 2.0, along with advances in content delivery, have influenced people’s expectations for your site. They’re used to interactive experiences that feel immediate. From now on, your site is a living, breathing thing that changes and updates regularly — with new information, news, entertainment, and features that keep people interested over multiple visits. Online videos, podcasts, blogs, forums, and RSS feeds are just a few of the tools available to help keep people coming back. As technology and user preferences evolve, there most certainly will be more and different tools. But it’s a good bet they’ll all have one thing in common: They’ll only work well if the content stays fresh.

Back then, in the catch-all site days, designing a site was like decorating your office with a painting. You picked the painting, hung it on a wall, and there it was. Aside from an occasional dusting, there wasn’t much left to do. But now, and from now on, building your site is a lot more like decorating with live plants and cut flowers. You spend a lot of time choosing the right plants for the space and light, and choosing flowers for color and mood — until you get just the effect you’re looking for. But to keep that effect from withering, you need an ongoing program of maintenance, and fresh content.

From now on, a solid plan for ongoing content creation and regular updates is a critical component you can’t afford to overlook.

Adotas Posts - Views on Interactive Creative

Friday, Jul 18 2008

I’m not sure why it took me so long to post this. But our Interactive Creative Director has been selected as a key contributor to the well known Adotas E-newsletter/blog. While some may have differing views of Ernie’s often strong opinions (even within our walls), we believe that healthy debate and dialogue is good, so in the spirit of transparency we thought that we would share.

http://www.adotas.com/author/ernie-mosteller/

My New Favorite Word

Friday, Jun 13 2008

I have a new favorite word of the day: technologist. I’m not sure it should be my new favorite word so I’m on a mission to find out whether using it is appropriate or not. In most uses of this term, it is meant as someone who has specialized training in the world of technology. In academia and more international forums, this would include engineers and scientists, and it would often require specific accreditation for this label to be bestowed.

However at a recent AAAA digital conference, panelists from agencies and digital shops used this word to refer to a breadth of people working on the technology side of digital marketing, including some creative folks. So developers, programmers, IA, and the system admins were seemingly lumped into being digital technologists, if I heard this correctly.

Does this matter? It does when a panelist refers to the back-end programmers being outsourced to India as “oh those guys” instead of realizing how important it is to acknowledge everyone’s role in the building and creating of the technology we use daily. It does matter when creative designers are given props for skills and talent when the same respect is not accorded to the creativity offered by developers. And I’m sure it matters when pay raises are being sought and awarded.

But I like the word. I like the specialness that it signifies. And so I’m off to ask some of our own technologists on staff just what it means to them.

My New Favorite Online Ads - Part 2

Saturday, Apr 12 2008

In an earlier post, I sang the praises of the advertising model offered by Pandora.com. Another site that is taking an innovative approach to advertising within broadcast media content online is ABC.com.

As television networks continue to make more programming available on the web, they have taken different approaches to incorporating advertising into their online program streams. Most of the networks have basically created a video stream that mirrors their on-air model. They play a portion of the program, then switch to a 30-second advertiser’s spot, then continue on with the program.

But ABC.com has taken a different tact. Within ABC’s online video player, advertisers have the option to load in a branded web page or even a microsite during the commercial breaks. This branded page is completely under the control of the advertiser, allowing the brand to include a variety of content - video and audio streams, flash product demos, user polls, online games - whatever the brand want to provide. A countdown timer keeps viewers on the advertisers page for the length of a standard TV spot, and after that the user actually needs to click to continue with the program - it doesn’t just start again. This model is really forward thinking for a television network because of all that it offers both the advertiser and the viewer:

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Turn Up Digital Creative in a Downturn

Wednesday, Feb 20 2008

You can’t read, listen to, or watch anything about business lately that doesn’t have to do with speculation on the economy. A lot of the speculation we in ad agencies read, not surprisingly, centers around how advertising will fare. Because ad budgets are one of the first things affected when businesses sense a downturn.

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What Are They Thinking?

Friday, Dec 14 2007

Creative is different on the web. Of course you already know that. You know it’s a conversation. You know people click through or click away. And you know that, by and large, information is the calling card, while entertainment boosts engagement.

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