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3 Creating Content Relevance

Figure 3.1

Figure 3-1Changing content based on seasons keeps it relevant to the shopper’smind-set.
©2009 Qwest/Draftfcb. 

 

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Figure 3.2

Figure 3-2Demographic chart.

Figure 3.3

Figure 3-3Home Depot produced a promo called “Build the Deck of Your Dreams,” which inspired the shopper with beautiful finished decks.
©2009 Home Depot.

Figure 3.4

Figure 3-4Adspace Networks used numerous studies over the years to arrive at relevant content like Today’s Top Ten.
©2009 Adspace Networks

Figure 3.5

Figure 3-5Neo Advertising runs TV-like spots in the Netherlands and Flash-based spots in France to keep them more in line with viewers’ expectations and agency requests..
©2009 Neo Advertising

Figure 3.6

Figure 3-6Tying into the department contributors on corporate networks keeps content fresh and relevant to the employees.
©2009 McKee Foods

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Figure 3.7

Figure 3-7Locating a digital sign in the right place so that it is noticed is critical for reaching the audience.           
©2009 The University Network

Figure 3.8

Figure 3-8Using a number of on-screen zones in internal communications keeps the screen watched and the content fresh in the mind of the viewer.
©2009 McKee Foods