Welcome back! Today, we attended the One Young World Ambassador event and several other interesting sessions about the future of technology and creative strategy. Scroll down to read more.
Missed yesterday’s news and coverage? Click here for Tuesday’s recap.
Today’s Standout Session:
Expert Views: “Is the small screen the future?”
Today’s episode of Expert Views featured Elaine Doyle, Head of YouTube for Team Ireland, Jessica Reznick, President of We’re Magnetic, and Pat Stephenson, Founder of Boys + Girls. They explained that we now live in a smartphone-dominated world where viewer expectations are high. Advertisers will have to adapt to this new age by developing content that is fresh, avant-garde, and mobile-first. Doyle, Reznick, and Stephenson are incredibly excited to see how advertisers will get creative with mobile.
“Think mobile first and the rest will follow.” —Pat Stephenson
Want to know the secret to successful advertising? Develop mobile ads suitable for the viewer’s environment. Generation Z and other target audiences prefer mobile to other devices (our phones never leave our side!). That means views can occur just about anywhere—scrolling through Instagram on a crowded bus, squinting on a sunny stroll to see the latest on Snapchat, or killing time on Pinterest while waiting for our coffee. To succeed on mobile, it’s important for advertisers to take these variables into consideration when developing creative content. The goal with mobile is to create ads that your target audience can view under any circumstance.
“Those first couple of seconds are like an audition for the consumer.” —Elaine Doyle
If marketers need ads designed for any environment (especially ones with many distractions), then they also need to ensure that these ads capture their audience’s attention quickly. Research shows that advertisers only have 3 seconds to catch their viewer’s attention, and many predict that this timeframe will shrink. Why do advertisers have such a short amount of time to intrigue their audience? Doyle suggests that our tolerance for bad content is decreasing, not our attention span. So how do advertisers hook viewers? Make ads that are colorful, interesting, and unexpected. Reznick explains that the newest generation of viewers (Gen Z) welcome advertising that is creative and entertaining. Advertisers should look towards a future that is mobile and rich with new and innovative ways to get creative.
More Session Highlights
IBM: “Designing for Dialogue: The AI-Fueled Relationship Age”
IBM Distinguished Designer, Adam Cutler, gave a presentation on the future of artificial intelligence and creative production. He explained how machines can understand, learn, and reason through tasks unaided. They can also interact with humans using natural language. Now that AI is capable of human-like behaviors, humans and machines are forming more meaningful relationships with each other. This will accelerate the creative process and allow for more meaningful, immersive, and engaging content.
BBDO Worldwide: “Do You Have a Second? Oops, Too Late”
Similar to the earlier episode of Expert Views, Andrew Robertson, President and CEO of BBDO Worldwide, explained that audiences’ expectations for brands grow higher by the day—they want content that is original and creative. Robertson urged brands to think outside the box and take advantage of new technologies to create unconventional content.
Standing for Social Good
One Young World featured five of their ambassadors onstage, each who exemplify strong leadership and a commitment to making a positive impact in the world. We’ve shared a bit about each ambassador and their causes:
- Bonnie Chiu, Founder & CEO of Lensational: Dedicated to empowering women and young girls, Lensational provides women in marginalized communities access to photography and videography equipment, training, and forums to showcase their work. Since 2013 their programs have reached 800+ women in 23 countries.
- James Da Costa, Founder of Mandala Group: Also known as “the home of impact apps,” Mandala Group creates socially conscious mobile apps that connect low-income communities to vital services. For example, TeleStory enables illiterate parents the ability to read to their children.
- Veronica Almed, Founder of Information Forum for Eritrea: Almed created IFE to promote, protect, and campaign for the rights of Eritrean people. The project, Humans of Eritrea, brings light to the stories of society throughout the years.
- Kenny Imafidon, Cofounder & Managing Director of ClearView Research: A leading-edge research consultancy, ClearView Research provides accessible, engaging, and inclusive data by engaging with individuals who are often excluded from standard polls.
- Izzy Obeng, Director of Foundervine: The non-profit organization connects purpose-driven companies with impact-based startups. Their mission states, “We help diverse entrepreneurs build start-ups from scratch.”