Pipha Cho - ABC PDF

(C) Youngmin Pipha Cho 2019 All rights reserved
AI, BLOCKCHAIN, AND CREATIVE
But why?
Why Tech for creatives?
When did creatives stop leading?
The internet multiplies mediums

The separation of creatives and media
Hiding behind the Big Idea
Nick Law
At Cannes Lions 2019
Technologies enabled all these changes  

in the media environment.
Marketing communication < Marketing Technologies

Tech influences what & how we do
I. A for AI
AI, BLOCKCHAIN, AND CREATIVE I. A FOR AI
Marketer’s Toolkit 2019 by WARC

10% of all the Cannes Lions 2018 winners

had AI as a part of the campaign.
Up from 7% in 2017, 4% in 2016
Worldclass lessons in AI marketing,

a white paper by Kurio published in 2018
Of all the Cannes Lions AI Campaigns,
60% Exploited AI-Based Automation

40% Employed AI-Based Data Analysis
28% Used Voice Recognition
24% Used Machine Learning
18% Leveraged Text Analysis
14% Used Computer Vision
Worldclass lessons in AI marketing,

a white paper by Kurio published in 2018
In 2019, we now see

campaigns with AI creativity.
We can understand why the AI did what it did,

with the given dataset as goals.
AI-assisted creative tools seem even more impressive

https://quickdraw.withgoogle.com/
Not all the AI-assisted creativity is 100 % fun like this.

It’s complicated
Deepfakes became a popular business

Might be creepy to some people.

But it reminds me of this old yet still touching commercial.
With the help of great human minds,

AI can create another unforgettable moment like Ali vs. Ali
II. B for Blockchain
AI, BLOCKCHAIN, AND CREATIVE II. B FOR BLOCKCHAIN
As we try to reach out to audiences with all means,

there are people who block it with technologies.
Blockchain suggests a solution here.

How prolific is ad-blocking?

U.S. Ad Blocking User Penetration, Desktop/laptop vs. smartphone, 2014-2018
& of population
21.9%
20.1%
17.7%
15.2%
11.9%
9.4%
7.9%
5.9%
4%
2.3%
2014 2015 2016 2017 2018
Smartphones Desktops/laptops
Note: internet users of any age who access the internet at least once per month
via any device (including a mobile device) that has an ad blocker enabled
Source: eMarketer, Feb 2017
Why are they ad-blocking?

Ad-blocking motivations & of U.S. ad-blocker users
Who say they use ad-blockers for the following reasons
Too many ads are annoying or irrelevant
49%
I think there are too many ads on the internet

40%
I find online ads intrusive

40%
Ads take up too much screen space and get in the way
37%
I want to speed up the time it takes for things to load on my device

33%
I try to avoid ads wherever possible, whether on TV or online

32%
I don't like seeing video ads before I’m allowed to watch video content/clips
29%
I’m concerned about ads compromising my online privacy

29%
I don't like ads which are personalized based on my browsing history

25%
I want to stop the battery life on my device from being drained by ads
17%
Source: Ad Block plus 2017

Without the knowledge of blockchain,

you still can invest the cryptocurrency.
Without investment,
you now can earn cryptocurrency
by just allowing ads.
In 2019, ad fraudsters will steal $5.8 billion from advertisers*

and that’s why there exists this blockchain business now.
*Fraud in Digital Advertising Executive Summary 2018/2019 by whiteops/ANA

Blockchain is more about

the future of advertising.
III. C for Creative
AI, BLOCKCHAIN, AND CREATIVE III. C FOR CREATIVE
Wait, wait.
What does ‘creative’ mean?
Creative is meant to fill out the square picture frame?

Once again, we’re living in the era of Marketing technology,

not just Marketing communication.
We need to redefine
what it means to be a ‘creative’
Creativity is connecting dots.

Steve Jobs said.
Being a creative is about connecting dots, too.
Connecting human & brands

HBI : Human-Brand Interaction
Instead of content-making to fill out the square frame,

we should be architects designing the human-brand interaction
For example, what ‘creative' idea can we generate for the AI speaker,
the next big eCommerce platform of the near future?
Still, we will need copywriters and art directors.
But we need to think outside the box,

outside the square frame,
about our job description as 'creatives'
CONTENT < CONNECT

Faster, better, and cheaper
With this in mind, we can fully exploit technology.

And it works the other way, too.
A, B, C… What comes next?
D for Da Vinci
Leonardo da Vinci, was an Italian polymath of the Renaissance whose areas of interest
included invention, drawing, painting, sculpture, architecture, science, music, mathematics,
engineering, literature, anatomy, geology, astronomy, botany, paleontology and cartography.
Wikipedia
When we lose interest in technology,  

our work loses all momentum for breakthrough.
We must remember that our roots are as craftsmen,

who combined technology and art.
Technology and art are two different but similar ways

curious humans explore the world.
As a creative, I've always believed that curiosity defines me.

Let curiosity be with you and guide you in this chaos.

Thank you.

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(C) Youngmin Pipha Cho 2019 All rights reserved

AI, BLOCKCHAIN, AND CREATIVE

When did creatives stop leading?

The internet multiplies mediums

Technologies enabled all these changes

Marketing communication < Marketing Technologies

Marketer’s Toolkit 2019 by WARC

10% of all the Cannes Lions 2018 winners

Up from 7% in 2017, 4% in 2016

Worldclass lessons in AI marketing,

Of all the Cannes Lions AI Campaigns,

60% Exploited AI-Based Automation

Worldclass lessons in AI marketing,

In 2019, we now see

We can understand why the AI did what it did,

AI-assisted creative tools seem even more impressive

Not all the AI-assisted creativity is 100 % fun like this.

Deepfakes became a popular business

Might be creepy to some people.

With the help of great human minds,

As we try to reach out to audiences with all means,

Blockchain suggests a solution here.

How prolific is ad-blocking?

Why are they ad-blocking?

I think there are too many ads on the internet

I find online ads intrusive

I want to speed up the time it takes for things to load on my device

I try to avoid ads wherever possible, whether on TV or online

I’m concerned about ads compromising my online privacy

I don't like ads which are personalized based on my browsing history

Source: Ad Block plus 2017

Without the knowledge of blockchain,

In 2019, ad fraudsters will steal $5.8 billion from advertisers*

*Fraud in Digital Advertising Executive Summary 2018/2019 by whiteops/ANA

Blockchain is more about

Creative is meant to fill out the square picture frame?

Once again, we’re living in the era of Marketing technology,

Creativity is connecting dots.

Connecting human & brands

HBI : Human-Brand Interaction

Instead of content-making to fill out the square frame,

Still, we will need copywriters and art directors.

But we need to think outside the box,

CONTENT < CONNECT

With this in mind, we can fully exploit technology.

A, B, C… What comes next?

When we lose interest in technology,

We must remember that our roots are as craftsmen,

Technology and art are two different but similar ways

As a creative, I've always believed that curiosity defines me.

Let curiosity be with you and guide you in this chaos.

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Technologies enabled all these changes  

When we lose interest in technology,  