Commentary
How NOT To Start Telling A Story
- by Joe Mandese @mp_joemandese, July 23, 2013
Tip for a storytelling keynoter: Don’t start by telling your audience that you’re not sure how much you’re going to talk about storytelling. That’s how OMMA Premium Display opening keynoter Jason Sperling kicked his off.
The problem is that his keynote is entitled, “Storytelling, One Pixel At A Time.”
Sperling did acknowledge that storytelling is “a big part” of what he does as executive creative director of Santa Monica-based RPA, but his presentation focused more on examples of online display campaigns that worked well.
One of the examples he cited was the Mac vs. PC home page takeover campaign he worked on for Apple. Instead of changing the advertising, he said, the goal
of the campaign was to "change the media."
Creating great display advertising, he said, requires constant innovation.
"We need ot think of
display ads as a layer cake," he said, noting that all of the people and displines that influence it -- strategy, media creative, UX, the publisher themselves, "eveyrone who touches the ad has the
opportunity to make it better."
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
