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TED, YouTube and the Renaissance in Ad Creativity
Yesterday TED celebrated the 5 year anniversary of its "TEDTalks" being distributed online, with 500 million views to date. TEDTalks, which feature individuals speaking for up to 18 minutes on a variety of different subjects, are thought-provoking and inspiring. Using the power of online video, TED has extended its reach and influence far beyond the group of people who attend TED events in person.
More recently, TED, with the support of YouTube and others partners, has begun to focus on how advertising can be reinvented in the digital age to be more compelling and relevant. Last September, it launched "Ads Worth Spreading" (a spin on its tagline of "Ideas Worth Spreading") to recognize ads that nurture passion and encourage viewers to watch and be a part of a community. AWS seeks to move the advertising model beyond "ambushing" viewers, as has long been advertising's M.O., to instead develop a shared dialogue.
At the recent ELEVATE conference, we were very pleased to have Ronda Carnegie, TED's head of global partnerships and John Militello, Google's head of creative innovation, Americas join us for a fireside chat to discuss AWS and the role YouTube itself is playing in redefining how brands engage their audiences (video after the jump). I've written a number of times recently about breakthrough campaigns on YouTube (e.g. Perrier, The Expendables, Desperados beer); no doubt other creative ads on YouTube will follow.
Categories: Advertising
Topics: Sharethrough, TED, YouTube
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TED Executive to Present at ELEVATE on the Renaissance in Ad Creativity
I'm delighted to announce that Ronda Carnegie, Head of Global Partnerships for TED, the highly-influential non-profit devoted to Ideas Worth Spreading, will be the closing presenter at ELEVATE: Online Video Advertising Summit, on Tues, June 7th in NYC. This special session will be hosted by Dan Greenberg, CEO and Co-Founder of Sharethrough, a leading performance-based social video advertising program.
Ronda's presentation, "TED's Ads Worth Spreading and the Renaissance in Creativity," will focus on TED's recent Ads Worth Spreading competition which recognized breakthrough new ads that are infectiously compelling, have strong industry impact, are in the style of a TEDTalk (30 seconds to 5
minutes) and pursue a social good with a powerful idea or innovative approach. The 10 winning submissions, plus the 14 honorable mentions, are tangible evidence of the powerful renaissance underway in advertising creativity, as online video eliminates the traditional limitations of 15 and 30-second TV ads, unleashing a new level of ad creativity not seen in decades. Ronda will share a number of examples in her presentation.
TED's vision of advertisers and consumers being part of the same community, sharing ideas and engaging in a joint learning cycle, is perfectly aligned with ELEVATE's mission. As ELEVATE's agenda amply demonstrates, we're bringing together senior executives from throughout the ecosystem to understand online video's key trends, accelerate the future of online video advertising and tackle remaining challenges.
Ronda's presentation, part of which I viewed at the WPP Global Video Summit last week, will be the capstone to an action-packed day of learning and networking. It is an honor for us that TED has decided to participate in the inaugural ELEVATE conference. I'm confident that attendees will leave the closing session inspired and excited to be part of the action, and having a role in changing the status quo. Cocktails and a reception will follow immediately after this closing session.
Early bird discounted registration is available until this Friday.
Categories: Advertising, Events
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