MDIA2005 Lecture Notes - Lecture 6: Adweek, University Of New South Wales, Big Data
Document Summary
Where does adverting fit in contemporary media: measuring a blockbuster. The highest grossing movie at the box office is avatar. The greatest number of views on youtube was for an ad in 2017 (samsung india service (150m views) 2016 was mobile strike (100m views: at the box office. + to make sure their views are collated. Trade magazines all publish the top 10. Companies are advertising on tv for their youtube movies: switch your thinking from advertising to media content. The longer form lends itself to deeper, richer storytelling. + a clear investment in the audience: beware big data. + emotional/ cognitive engagement through the creative leap. In the future we must convince the client that they won"t be leaping to their deaths: the right message is still central. Message is important and how you approach the market. Eg, fresh in our memories woolworths anzac ad (bad press)
