The New Native: Presentation at the Golden Drum Festival, Slovenia

THE NEW

NATIVE

I’M HERE TO TALK ABOUT

NATIVE ADVERTISING

BUT I AM ALSO HERE TO TALK ABOUT

EMPATHY

EMPATHY FOR PEOPLE WHOREAD, CONSUME AND PROCESS

WHAT WE — AS CREATIVES MAKE.

THERE’S A LOT OF TALK ABOUT THE FUTURE OF

MEDIA AND ADVERTISING

3 THINGS TODAY

EMPATHY. CRAFT.RUTHLESS EDITING.

FIRST,

SOME SNAP OBSERVATIONS

1. MEDIA AGENCIES ARE STILL BEING SILOED FROM CREATIVE

2. ATTENTION SPANSARE FRAGMENTED

3. THE MODERNMARKETING STACK EVOLVES

QUICKLY

ALL IS CHANGING & WE CAN MAKE CHANGE

FOR THE BETTER

ALL OF THIS IS ANOPPORTUNITY

FIRST, THE ELEPHANT IN THE ROOM.

AD BLOCKERS ARE THE

TOPIC DU JOUR

35% OF INTERNET USERS IN SOME COUNTRIES

ARE USING THEM

APPLE’S ANNOUNCEMENTS WILL CONTINUE TO BE

A CATALYST FOR CHANGE

THIS CAN BE A POSITIVE F0RCONTENT + CREATIVITY

BLOCKERS HAVE HUGE IMPLICATIONS

FOR PUBLISHERS

AND MEDIA AGENCIES THAT

ARE STILL “LONG” ON DISPLAY

STEP BACK AND THINK FOR A MINUTE ABOUT

WHAT WE ARE MAKING

WHAT IS OUR CONTENT

BRINGING TO THE TABLE?

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IS IT

ADDITIVE? OR INTERRUPTIVE?

ARE OUR IDEAS

HARMONIOUS WITH THEIR ENVIRONMENTS?

WILL PEOPLE LOVE AND SHARE?

WHAT DO WE COMPETE WITH WHEN WE

PULL TO REFRESH?

/ @CJN

HELLO, I AM

COLIN NAGY

28

WE EXIST TO INNOVATE & LEVERAGE TECHTO GROW BRANDS’ SHARE

OF THE FUTURE

SUBSERVIENT CHICKEN PDF HERE

3IT STARTED WITH THAT WEIRD CHICKEN

MONOCLE DOES NATIVE WELL. WHY?

12

IT CONTINUES WITH SCI-FI RETAIL

EXPLORATIONS FOR SAMSUNG

BRANDED STORIES THATCREATE CULTURE

14

FOR GE

WHERE WE WORK

IS PRETTY AMAZING

LET’S TALK ABOUT MEDIA EXPERIENCE

(AND EMPATHY FOR OUR AUDIENCE)

UX PRACTITIONERS WORK DEEPLY

TO CONSIDER THE END USER

ART + SCIENCE

MEDIA + DISTRIBUTION

NEEDS TO DO THE SAME

THE MODERN BRAND ISTHE AGGREGATIONOF COUNTLESS EXPERIENCES

HOW DO WE WANT PEOPLE

TO INTERACT WITH OUR MEDIA?

THROUGH JARRING TAKEOVERS?

FLASHING BANNERADS?

OR HARMONIOUS

ENVIRONMENTS

LET’S CREATE THINGS

PEOPLE DON’T WANT TO BLOCK

SOME THINGS

I’VE LEARNED:

1/IT TAKES TIME AND EFFORT TO BUILD AND CREATE CONTENT THAT FEELS

HARMONIOUS TO ITS ENVIRONMENT. DON’T BLINDLY PORT THINGS EVERYWHERE.

2/FINESSE IS REQUIRED TO MIX A BRAND MESSAGE WITH SOMETHING INTERESTING

3/YOUR AUDIENCE IS VERY SMART. DON’T DUPE THEM.

2. CRAFT (APPLIED TO BOTH CREATIVE

AND DISTRIBUTION)

SOME GE WORK:HOW GE + THE BARBARIAN GROUP COLLABORATE ONCONTENT & DISTRIBUTION

COLIN NAGY @CJN

SOME GE WORK:COLLABORATING FOR

MORE THAN 5 YEARS

IS THE SPIRIT OF SALTY, CYNICAL EDITORS

VISUALIZING COMPLEXITY


DEMONSTRATING THE POWER OF IMAGING TECHNOLOGY

IS THE SPIRIT OF SALTY, CYNICAL EDITORSMAKING REGENERATIVE BRAKING TANGIBLE

IS THE SPIRIT OF SALTY, CYNICAL EDITORSTEACHING THROUGH GAMES

IS THE SPIRIT OF SALTY, CYNICAL EDITORSAPPEALING TO GEEKS

IS THE SPIRIT OF SALTY, CYNICAL EDITORSMAKING LOGISTICS SEXY

IS THE SPIRIT OF SALTY, CYNICAL EDITORSWINNIPEG SHOTS


One more hyper cinematic shot would be great


GEDROP SCIENCE


WHY IS GEINTERESTED IN SOUND?


THIS TRACK WAS MADE FROM THOUSANDS OF AUDIO EMISSIONS CAPTURED FROM

THE WORLD'S MOST POWERFUL MACHINES


WE MADE A TRACK AND A PIECE OF FILM,SO WHAT?


WE DECIDED TO BE JUST AS CREATIVEWITH THE DISTRIBUTION


WHZGUD2DANCE EXTENSION


WHAT WE LEARNEDAFTER MAKING A TON OF CONTENT

SOME GE WORK:FORCE YOURSELF TO USELESS EXPLORED MEDIUMSGOOD STORIES TAKE TIME TO EXCAVATE

DON’T ALWAYS GO FOR THE OBVIOUS ONES

SOME GE WORK:FORCE YOURSELF TO USELESS EXPLORED MEDIUMS

COUPLED WITH CREATIVEFINESSE AND NUANCE

KNOW YOUR AUDIENCES ANDHAVE ASSETS FOR EACH


MODERN CONTENT MARKETING CAN BECOME CHAOTICDON’T LOSE SIGHT OF THE BRAND NARRATIVE


OVER-INVESTIN SMALL DETAILS


THE INTERNET REWARDSHARD WORK & ORIGINALITY

3. RELENTLESS EDITING

THE MOST UNDERVALUED THING

IN BRANDED CONTENT TODAY

IS THE SPIRIT OF

SALTY, CYNICAL EDITORS

THEY PROTECT US FROM

MEDIOCRITY

AND MAINTAIN HIGH

STANDARDS

GREAT WORK COMES FROM A DEEP UNDERSTANDING

OF THE PLATFORM

COUPLED WITH CREATIVE

FINESSE AND NUANCE

MONOCLE DOESNATIVE WELL.

WHY?

112

THERE’S TOO MUCHDIGITAL MELBA TOAST

THESE DAYS

AND NATIVE SHOULD NOT

BE A SCALE PLAY

115

SAVILLE ROW V.S H&M

SOME LIGHTHOUSES

FOR THE INDUSTRY

ORANGE IS THE NEW BLACKNEW YORK TIMES +

SB NATION +

NIKE: FIRST AND LONG

KIND +

GIMLET MEDIA MYSTERY SHOW

REMEMBER:

EMPATHY. CRAFT.RUTHLESS EDITING.

NOW FOR YOUR

QUESTIONS

THANK YOU FOR YOUR TIME. [email protected] OR @CJN

mailto:[email protected]

The New Native: Presentation at the Golden Drum Festival, Slovenia

Marketing

Transcript of The New Native: Presentation at the Golden Drum Festival, Slovenia