WhoIsThisGuy?WhyisheTalkingtoUs?
1. WorkontheGlobalAdvertisingteamasSocialLead.
2. Spent10yearsworkingontheagency/toolssideofmarketing.
3. MywifeandIjusthadasonamonthago.It’scrazy.
1. Whybuildingcreativetodayisdifferentthanthepast2. Howourteamapproachescreativeforthemobile-firstworld
3. Howmeasurementhelps
S o u r c e : B a s e d o n r e p o r t e d a n d i n f e r r e d d a t a f r o m e M a r k e t e r a s r e c e n t l y a s O c t 2 0 1 5 .
Radio Television Digital Mobile
Mediahaveevolved.Theycaptureourattentioninnewways.
20%oftimespentindigitalisspentwatchingvideo
Source:“TimeSpentwithVideo,UnitedStates,2014–2018”byeMarketer,Apr2016.
40%Overthelast6months,timespentwatchingvideoonInstagramhasincreasedby
Source:Instagramdata,global,Aug2015-Feb2016.
1
Thinkaboutthumbnails andthefirstframe asattentiongrabberswhenauto-playdoesn’tkickin
Includebrandnameorrecognizablelogo/productinthefirstthreeseconds
THISISTHEEXACTOPPOSITEOFHOWATVADWORKS
2
Supers areaddedtothevideofilesthemselvesandcanincorporatestylesandmotion.Subtitles areoftenaddedviasoftwareandcanbetoggledon/offbyusers.
Usingtextelementsandothervisualcuescanhelpgetyourpointsacross–evenwhenthemajorityofvideoviewshappenwithoutsound.
16:9 4:3 1:1
3
Everysocialnetworkhasdifferentspecsforvideowhichcreatebenefitsforeach.Thinkofthesewhenframingshotsduringfilming.
Ourpreferredaspectratiois1:1asthatcapturesthemostscreenonmobile,butFacebookhasjustallowedverticalvideo/imagesinads.
Inordertodothis,wehavetoagreetoanumberofgroundrules:
Successinsocialdependsonaccurate
reportingandmeasurement
Notallactionsarecreatedequal
Wehavetoknowwherewe’vebeento
knowifwe’resuccessfulnowandin
thefuture
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MediaImpact CreativeImpactKPIsandMetricsthathelpusdeterminetheefficacyofourspendandstrategy.
KPIsandMetricsthathelpusdeterminetheresonanceofourmessage.
Webelievesocialreportinglivesinthreeareas
SharedSuccessKPIsandMetricstiedtobothmediaandcreative
DriveAwareness Exposetargetaudienceto content
Generatedemand Generateengagement w/targetaudience
Driveconversion Drive targetaudiencetodecision
Delightcustomers Driveengagementw/brandproducts/services
Inspireevangelism Activate fans/influencers
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Advocacy
Consideration
Decision
Adoption
Journey Objective Strategy
Awareness
SocialActivity
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• Reach• Impressions• Viewability• Cost per view• Cost per
engagement
Media Impact Creative Impact
• Consumption*• Engagement Rate• Sound on/off• Dwell time
Ideal Metrics Across Most-used Networks
NETWORK BRAND STUDIES
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