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From the Element of Play in Advertising to Emotional Branding

 - Feb 14, 2013
The speakers featured here offer new approaches to advertising that can be applied across all industries today. A large portion of these advertising innovation keynote speeches focus on the changes brought by the smartphone and mobile device. Smartphones and mobile Internet access has opened up an entirely new playing field for brands to interact with consumers and win their loyalty.

One approach, introduced and successfully executed by CEO Brian Wong at Kiip, is to gamify advertising for smartphone users. When advertising becomes more about unique interactions and less about messages, connections are made between consumer and brand.

Another approach is to recognize that the meaning of value has drastically transformed. Many consumers value an experience or sentiment more than the product itself. Advertising through storytelling or playing on someone's emotions proves effective in today's market.