數位廣告--張志浩

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Uploaded by on Aug 11, 2008

整個數位環境最大的突破障礙在哪裡?奧美互動關係行銷董事總經理張志浩認為成長的瓶頸卡在教授、社長、總編輯、發行人、老廣告人身上。他發現七年級的新鮮人,沒有數位環境­的概念,因為他就活在其中。然而四五年級的主事者,可能不知道如何帶著團隊在數位環境中前進。也許下面的人已經在整合了,但上面的人卻還沒意識到整合的重要性。

數位環境裡面,沒有互動廣告、行動廣告、戶外廣告、Banner廣告...這些名詞,重點是它是否有效。數位廣告來自三種元素:創意、科技與媒體特性。張志浩分享了許多奧­美得獎過的廣告、以及網路上病毒影片的案例。...

更多,請參考延伸連結:
http://dxmonline.com/article/516125269/

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