Chango Webinar: Why Creative Still Matters- March 19, 2013
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Transcript of Chango Webinar: Why Creative Still Matters- March 19, 2013
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Mini Webinar series:Why Creative Still Matters
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Our guest speaker
Sarah LockwoodVP, Creative Group Director@lockwood_sarah / @booyahagencyslockwood@booyahadvertising.comwww.booyahadvertising.com
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Chango solves ‘programmatic’
Chango is the 2nd largest source of search data, with more monthly searches than Yahoo! and Bing combined
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Data and advertising
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Marketers see the world differently
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Data-driven futures
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Real-time is growing
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The role of the story?
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Are we as smart as we think?
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Root cause?
• Lack of comfort around creative
• Perceive creative as expensive
• Complacent with “good enough”
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Net effect = inefficiency
Media targets individuals The creative shouts at the crowd
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The possibility
115%
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The possibility
2,666%
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1st, 2nd, 3rd creative framework
1st creative 3rd creative2nd creative 2nd creative
Initial point of contact, targeted based on expressed intent .
Relevant landing page (LP), establishes trust with individual, pays off the promise. Drives conversion event.
Delivers the individual to relevant content that is logical in the sequence. Drives conversion event.
Retargeted ad, a continuation to the story, adding new and relevant information.
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In practice
1. Analyze your media plan at the placement level
2. Understand each use case3. Determine right 1st, 2nd, 3rd
creative4. Champion the creative plan
Display Media
1. Analyze search program at the ad group level
2. Understand each use case3. Determine right 1st, 2nd, 3rd
creative4. Champion the creative plan
Search Media
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1st & 2nd creative – best practices
1st Creative:• Match the execution to the intent of the audience• Develop lots of sizes of creative (top 3 ad formats comprise
80% of all served ad impressions)• Challenge the champion• Persistent call to action• Persistent offer (if you can)• Persistent branding (resist the “reveal”)• Ensure final frame stands alone• Follow the guidelines!
3rd Creative:• Tag smart – use case strategy depends on it!
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2nd creative – best practices
• Deliver relevance by pairing the message closely to the 1st creative – pay off the promise
• Establish trust, make sure the audience feels they are in the right place
• Think communications objectives and prioritize• Synergy in headlines• CTA clear and above the fold• All elements of LP ladder to the objectives• Use tools for a view of what is working (Crazy Egg,
ClickTale)• Test and learn
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5 takeaways…
1. The creative really does matter!2. Tools like Which Test Won and Moat are great for
inspiration and help create a case for creative investment3. Develop and understand the use cases4. Establish a framework – design to match the audience5. Test and learn – constantly challenge the champion
Chango: (+1) 800.385.0607 / [email protected]
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Next webinar
Wednesday, April 24 - 1pm EST
Presented by Dax HammanChief Revenue Officer/ Chief Strategy Officer, Chango
Chango.com/webinars
Registration page will be available starting Wednesday 20
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Further resources: (chango.com/resources)
Questions?