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April 14, 2014No Comments

ON: Behind Dibs Film Fest Big Idea

While the idea
was simple - The Dibs Film Festival was not an easy production.

As many of you know I
gave birth to this idea at TracyLocke, then in between gigs (my move to
Wunderman) I spearheaded the digital, broadcast and out of home
creative along with writing styling of Snack's Jennifer Leuzzi

There were many production and technical partners involved.  Some of
those partners were great.. and others not so great.  MTV was a great
media partner. As expected they have delivered eyeballs, buzz and
clicks. Where they fell down was their digital technology production.

Dibs Film Festival Players
Brand Conversation Strategy, Experience Design + Writing = BlueFusion
Retail Strategy & Creative, Account and Project Management = TracyLocke
Flash Interface Development & Banner Advertising = ID Society
Site Technology + Hosting = MTVN's Digital Fusion Group - outsourced to Reality Digital
Widget Technology & Distribution = Gigya

Here is a soft copy of the Expereince Design document I commonly refer to as the temporal specification.

The you add in Flash Production partners ID Society and technology partner MTV's Digital Fusion Group who outsourced their work to Reality Digital in CA.  Widget distribution duty was Gigya - who as usual delivered a superb piece of technology called Wildfire.

All managed by talented account group at TracyLocke in Dallas - BlueFusion delivered cohesive digital creative that was guided by a temporal specification that was supposed to be implemented by the ID Society and MTV's Digital Fusion Group / Reality Digital.  In the end what became clear was that the choice of Reality Digital for anything more than a video mashup up tool
creator was a mistake. 

When the deal was done MTV Digital Fusion group
was supposed to be able to  be a backend partner for more than the
video mashup tool but for the entire site. (video editing and sharing,
Sweepstakes, Widgets)  In the end the site was launched.  But to date
many pieces of the sites functionality were not implemented.  Look at
the temporal spec and see which pieces were left out of the equation.

ON: Behind Dibs Film Fest Big Idea via @jpenabickley

December 6, 2011No Comments

Interactive spending to outpace Olympic, election growth

ZenithOptimedia predicts that Internet ad spending will increase of 16% through 2014, adding that it will constitute more than half of the industry's growth for the first time. GroupM's Adam Smith said digital should represent 22% of spending in "Western economies" in 2012, adding that just-maturing markets are catching up fast. The "quadrennial effect" of the U.S. elections, the Olympics and other events in 2012 is expected to boost global advertising spending 4.7%.

[Source: MediaPost Communications/MediaDailyNews (12/5), The New York Times (tiered subscription model)]

 

Interactive spending to outpace Olympic, election growth via @jpenabickley

August 10, 2010No Comments

on: uniqlo’s lucky switch

Who says banner ads don't work? UNIQLO proves we may be doing it wrong!
Uniqlo developed a banner ad campaign so compelling, unique and interesting that bloggers and viewers actually took ownership of the campaign and made it a viral success – in terms of both brand impressions and sales.
The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the ’switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with losing tickets remaining as banner ads.

http://vimeo.com/moogaloop.swf?clip_id=9125761&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=ff0179&fullscreen=1&autoplay=0&loop=0

The campaign ultimately generated almost 3 Million clicks, with over 4,00 blog badges installed, and a retail sales increase of 120%. This in contrast to the usually low click-through rates associated with traditional banner ads.

[ via Brandflakes for Breakfast ]

on: uniqlo’s lucky switch via @jpenabickley

April 18, 20102 Comments

ON: Direct Response Video

Last week I sat on a panel at a digi-day conference on video.  Our topic was DRTV in the digital space.  

For those of you digi-rati that don't do TV, DRTV stands for Direct Response Television. In general awareness advertising, the spot usually gets your attention and answers "Why this product?".  A DRTV spot answers "Why this product right now?".  DRTV comes in a few flavors. It can be anywhere from 30 seconds to 5 minutes long.  Most DRTV spots ask for the sale, give you a reasonable offer and then flash up a toll free number to redeem the offer.  It is a very effective way to sell products via television.

If you were born in the digital space, like me, the thought of a DRTV spot online seems like an epic waste of media space.  As a matter of fact it is an improper use of the digital medium.

This line of thought lead me to sit and draw up how I would take the power of video and combine digital direct response and social media.   Here is a prototype of a portable direct response video player.

DRV_direct_response_video_player 

A "how-to" or demonstration video may be a great way to show HOW your product or service can benefit the consumer.  This would work much better than the 15 & 30 second awareness pre-roll. You could also tie consumer comments and or ratings to the video.  The entire ad module could be shared in social networks.

Screen shot 2010-04-18 at 8.23.26 PM
Within the video player you could put in 3D imagery with a written description along with a full up shopping cart.

Screen shot 2010-04-18 at 8.23.39 PMThe consumer could complete the entire purchase process in the video unit by using overlapping modal windows.

Screen shot 2010-04-18 at 8.23.51 PM
A click to chat feature would let a customer service rep help you or even connect you to others who are using the product now.

The Big Idea Still Counts
As a true believer in the big insightful idea, I am especially keen on tailoring the message to the medium. You would not dare put a banner ad on TV. Why would you throw your 30 second ad on the web and then never ask for the click or the sale? 

No matter what your big advertising idea is, you must customize it to the medium for the best results.

ON: Direct Response Video via @jpenabickley

April 18, 20101 Comment

ON: Direct Response Video

Last week I sat on a panel at a digi-day conference on video.  Our topic was DRTV in the digital space.  

For those of you digi-rati that don't do TV, DRTV stands for Direct Response Television. In general awareness advertising, the spot usually gets your attention and answers "Why this product?".  A DRTV spot answers "Why this product right now?".  DRTV comes in a few flavors. It can be anywhere from 30 seconds to 5 minutes long.  Most DRTV spots ask for the sale, give you a reasonable offer and then flash up a toll free number to redeem the offer.  It is a very effective way to sell products via television.

If you were born in the digital space, like me, the thought of a DRTV spot online seems like an epic waste of media space.  As a matter of fact it is an improper use of the digital medium.

This line of thought lead me to sit and draw up how I would take the power of video and combine digital direct response and social media.   Here is a prototype of a portable direct response video player.

DRV_direct_response_video_player 

A "how-to" or demonstration video may be a great way to show HOW your product or service can benefit the consumer.  This would work much better than the 15 & 30 second awareness pre-roll. You could also tie consumer comments and or ratings to the video.  The entire ad module could be shared in social networks.

Screen shot 2010-04-18 at 8.23.26 PM
Within the video player you could put in 3D imagery with a written description along with a full up shopping cart.

Screen shot 2010-04-18 at 8.23.39 PMThe consumer could complete the entire purchase process in the video unit by using overlapping modal windows.

Screen shot 2010-04-18 at 8.23.51 PM
A click to chat feature would let a customer service rep help you or even connect you to others who are using the product now.

The Big Idea Still Counts
As a true believer in the big insightful idea, I am especially keen on tailoring the message to the medium. You would not dare put a banner ad on TV. Why would you throw your 30 second ad on the web and then never ask for the click or the sale? 

No matter what your big advertising idea is, you must customize it to the medium for the best results.

ON: Direct Response Video via @jpenabickley

September 26, 2008No Comments

ON: Diesel’s Dirty Thirty

I opened in ON:InBox and found this invite to the Diesel SFW XXX event.  Even I was stunned by this one.

http://embed.break.com/NTc3MjQ5
Diesel SFW XXX - Watch more free videos

So does it sell?  Are you going?

ON: Diesel’s Dirty Thirty via @jpenabickley

September 26, 2008No Comments

ON: Diesel’s Dirty Thirty

I opened in ON:InBox and found this invite to the Diesel SFW XXX event.  Even I was stunned by this one.

http://embed.break.com/NTc3MjQ5
Diesel SFW XXX - Watch more free videos

So does it sell?  Are you going?

ON: Diesel’s Dirty Thirty via @jpenabickley

December 23, 2007No Comments

ON: The IAB’s Rich Media Measurement Guidelines

Picture_1After a 30-day period of public comment and review, the Interactive Advertising Bureau (IAB) has published the Rich Media Measurement Guidelines.  IAB "Rich media" ads are online ads with elements that users can
interact with. Formats include transitional (interstitial) and
over-the-page units (floating ads, page tear-backs and take-overs).

The new measurement guidelines determine the point at which a rich
media ad impression is counted. Generally, a measurement will be
considered legitimate when an ad counter receives and responds to an
HTTP request for a tracking asset from a user's browser.  This is considered as late as possible in "the delivery of creative
material to the user’s browser and therefore closest to the actual
opportunity to see by the user."

Ad counters are also required to employ standard headers on the response, to minimize caching.

Wireless, offline cached media, interactive television, "flash tracking" and flash sites were not covered in the guidelines.  To help educate practitioners and others about rich media
measurement, the IAB is hosting a webinar on Wednesday, January 23rd,
between 4-5 PM Eastern.

Download the Rich Media Measurement Guidelines. Those inclined may register for the webinar at the same URL.

The standards, which cover online browser or browser-equivale
nt
based internet activity, are positioned as addendum to existing IAB Ad Impression Measurement Guidelines, which were published in 2004.  The addendum was facilitated by the Media Rating Council, and the
final product was warmly applauded by the Association of National
Advertisers.

ON: The IAB’s Rich Media Measurement Guidelines via @jpenabickley

December 20, 2007No Comments

ON: MTV’s Think

Picture_3

MTV has recruited 51 youngsters - one from every state, plus another from Washington, D.C. - to cover the 2008 election.  The 08 Digital Democracy is ramping up and Viacom properties are leading the charge.

The youths are equipped with laptops,
cell phones and video cameras, and are being asked to find political
stories that resonate with young people, according to Yahoo News.

The news reports will be distributed through Think.MTV.com,
a political and community website run by MTV. It will also be
distributed through an upcoming service called MTV Mobile to mobile
devices, and via the Associated Press’s Online Video Network.

ON: MTV’s Think via @jpenabickley

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