FROM SIX SECONDS TO SIX MINUTES

The challenge of creative development in a long form and micro video world

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IN THIS PRESENTATION

• Conventional wisdom

• Long form video

• Micro video

• Takeaways

CONVENTIONAL WISDOM

and a bit of database mining

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Brand

Predisposition

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Brand

Predisposition Persuasion ≠

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Brand

Predisposition Impact

Brand

associations ( , ) = f

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OBSERVATIONS FROM TV

15s 30s 60s

IMPACT

BRAND ASSOCIATIONS

BRAND PREDISPOSITION

LOWER - BUT CHEAPER

MORE SINGLE-MINDED, MORE

RATIONAL

YES - PERSUADE AND REINFORCE

YES – BEST FOR PERSUASION

HIGHER – BUT MORE EXPENSIVE

MORE COMPLEX; MORE EMOTIONAL

YES - LESS ABOUT PERSUASION

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THE PERFECT MIX ON TV

When to use

15s

When to use

30s

When to use

60s

TO STRETCH BUDGET

CUT DOWNS

SIMPLE COMMUNICATION NEEDS

COMMUNICATING BASIC IDEAS AND REMINDING

NEW PRODUCT

NEW CAMPAIGN OR AFTER LONG HIATUS

COMPLEX OR MULTIPLE

MESSAGES

NEW VARIANT

MORE COMPLEX MESSAGES

DEVELOPING STORIES

FOR HIGH INVOLVEMENT

BUZZ

AS AN EVENT

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THE CHANGING ENVIRONMENT AND THE BIG QUESTION

• The decline of the 30"

• TV rules in a digital and multiscreen world

• Owned and earned, not just bought media

• Ubiquitous mobile devices but short attention spans

• What happens when content is shorter than 15" and a lot longer than 60"?

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OUR RESEARCH

USA, 16-30 May

1 x long form 1 x medium form

2 x Vine

Individual depth interviews

Online quantitative with facial

coding

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THE FINDINGS IN 60 SECONDS

Long Form

Superb potential for engagement –

but not guaranteed

Well suited to building and

reinforcing rational messages…

…and developing and enhancing

emotional associations that frame

brand positively in next decision

window

powerful equity building

potential – and with the right news,

the ability to persuade

Vine Good potential to engage in a social

media context – but not guaranteed

Brand integration linked to

appearance of brand in Vine

Can build single-minded rational

associations or reinforce existing

rational and emotional ones

limited ability to persuade but

could be a very cost effective way to

support equity

LONG FORM VIDEO

Just because you can doesn’t mean you should

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FIRST A MAGIC TRICK

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FIRST A MAGIC TRICK

Watch the video at https://www.youtube.com/watch?v=k9DpUS3CEMw

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IT’S HARD TO RETAIN ATTENTION FOR LONGER THAN 60 SECONDS

60

65

70

75

80

85

90

95

100

Average Attention (all long-form content over first 200 seconds)

0 180 120 60

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MATISSE KNEW A BIT ABOUT CANVASES

Matisse self-portrait Dance I

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JUST BECAUSE YOU HAVE A BIGGER CANVAS DOESN’T MEAN YOU HAVE TO RAM IT FULL

30cm x 23cm 260cm x 390cm

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FORD’S 2015 MUSTANG RELAUNCH VIDEO DELIVERS CLEAR AND AUTHENTIC MESSAGING

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RESULTS IN RICH ASSOCIATIONS FOCUSED AROUND “UPDATING A ICONIC SPORTS CAR”

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SMILE AND THE WHOLE WORLD SMILES WITH YOU

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SMILE AND THE WHOLE WORLD SMILES WITH YOU

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LONG FORM TAKEAWAYS

• Inspire, surprise or excite

• Embrace polarisation

• Brand with confidence

• Keep your canvas clean

• Reward

• Don’t demand immediate response

MICRO VIDEO

The potential of Vine

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THE CHALLENGE OF IMPACT

Indexed scores, 100 = average for online video

79 Minimum

108 Maximum

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THE COMPLEXITY CONTINUUM: TOO SIMPLE

Watch the Vine at https://vine.co/v/Mvr6agaVuir

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THE COMPLEXITY CONTINUUM: SIMPLE

Watch the Vine at https://vine.co/v/h16ZHqjxjVB

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THE COMPLEXITY CONTINUUM: COMPLEX

Watch the Vine at https://vine.co/v/MiMbhgQaiIM

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SIMILAR APPROACH, DIFFERENT OUTCOMES

Watch the Vine at

https://vine.co/v/M5uZi5hhu7V

Watch the Vine at

https://vine.co/v/MMqZv2jalLK

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DRIVING ENGAGEMENT

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LEVERAGING WHAT'S UNIQUE ABOUT THE FORMAT

Watch the Vine at https://vine.co/v/hJ199xz7DWq

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TO BRAND OR NOT TO BRAND

Indexed scores, 100 = average for online video

58 Minimum

122 Maximum

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DEGREES OF BRAND PROMINENCE

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THE OPPORTUNITY FOR BRAND ASSOCIATIONS

Percentages

40% Minimum

78% Maximum

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SINGLE-MINDED RATIONAL

Watch the Vine at https://vine.co/v/MJl29m9FYnK

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EMOTIONAL REINFORCEMENT

Watch the Vine at https://vine.co/v/MnmUBth27uK

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SAME CATEGORY, DIFFERENT APPROACHES

Watch the Vines at https://vine.co/v/hMtb1TgYJnw and https://vine.co/v/Mg25aX5MXWw

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BUILDING BRAND PREDISPOSITION

Indexed scores, 100 = average for study

49 Minimum

126 Maximum

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VINE TAKEAWAYS

• Celebrate the format

• Simple, but not simplistic

• Authentic, but not polished

• Brand – or cue brand

• One explicit message max

• Play now, learn now

WRAPPING UP

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OBSERVATIONS IN A 6 TO 360 SEC WORLD

IMPACT

BRAND ASSOCIATIONS

BRAND PREDISPOSITION

Shorter

LOWER - BUT CHEAPER

MORE SINGLEMINDED,

MORE RATIONAL

YES

30s

YES - STRONGEST PERSUASION

Shortest

LOWEST – BUT HIGH

POTENTIAL

ONE EXPLICIT, REINFORCE MULTIPLE IMPLICITLY

YES – VIA SALIENCE

Longest

HIGHER BUT MORE NICHE

APPEAL

MORE COMPLEX,

MORE EMOTIONAL

YES – SHORT AND LONG

TERM

Longer

HIGHER BUT MORE

EXPENSIVE

MORE COMPLEX,

MORE EMOTIONAL

YES – BUILD EQUITY

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THE PERFECT MIX IN A 6 TO 360 SEC WORLD

When to use

15s

When to use

30s

When to use

60s

TO STRETCH BUDGET

CUT DOWNS

SIMPLE

COMMUNICATION NEEDS

COMMUNICATING BASIC IDEAS AND

REMINDING

NEW PRODUCT

NEW CAMPAIGN OR AFTER

LONG HIATUS

COMPLEX OR MULTIPLE

MESSAGES

NEW VARIANT

MORE COMPLEX

MESSAGES

DEVELOPING STORIES

FOR HIGH

INVOLVEMENT

BUZZ

AS AN EVENT

When to use Vines

ASSUME LOW REACH/ HIGH SOCIAL POTENTIAL (FOR NOW)

SURPRISE AND DELIGHT

SALIENCE

REINFORCEMENT

FOR RESONANCE

When to use

long form

ASSUME LOW REACH/ SOCIAL POTENTIAL OR NICHE/

TRANSIENT RELEVANCE

INSPIRING STORIES

FOR FANS WHO CAN’T GET ENOUGH

IMMERSION

AS A REWARD

FROM SIX SECONDS TO SIX MINUTES

@darenatmb @dsouthgate @millward_brown