Ben Jones, director creativo de Google
During the annual Business Marketing Association meeting in New York last November 11th, Ben Jones, Google’s Creative Director, invited marketers and marketing executives to “tap into the huge opportunity of creating amazing brand experiences with the best technology”. “Brands are underleveraging this opportunity. We are living in a world of incredible media abundance. We should be able to reach audiences through TV, social media, radio, mobile and more but we have not adapted to this world of abundance. It is choice plus immersion. Give me what I want with the opportunity to be immersed in all of it” explained Jones. He highlighted that media is getting bigger, richer and deeper. For Jones, the best way for an agency to join this trend is to think in terms of story engines, not storyboards. “Brands have to be more fluid, more socially fueled story engines” he suggested. Jones believes that in a world in which people open their phones roughly 200 times a day, creatives and advertisers have to use their imagination to tap into all these options. “Why are we opening our phones 200 times a day?” he asked. “We did some research. We found that for the younger generations the phone represents a world of possibilities. The phone is a gateway to more possibilities and this is an incredible narcotic”.
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