LIFT 2016: Data-backed Creative Development for a Mobile-first World

WhoIsThisGuy?WhyisheTalkingtoUs?

1. WorkontheGlobalAdvertisingteamasSocialLead.

2. Spent10yearsworkingontheagency/toolssideofmarketing.

3. MywifeandIjusthadasonamonthago.It’scrazy.

Also,IusedtoworkatSimplyMeasured

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.

100Mhoursofvideo.Daily.

Source:Facebookdata,Dec2015.

Facebookuserswatch

100M

40%Overthelast6months,timespentwatchingvideoonInstagramhasincreasedby

Source:Instagramdata,global,Aug2015-Feb2016.

90%ofvideoviewsonTwitterhappenonmobile

Source:Facebookdata,Q32015

VS

It’stimeforustoevolveaswell.

1

2

3

1

Thinkaboutthumbnails andthefirstframe asattentiongrabberswhenauto-playdoesn’tkickin

Includebrandnameorrecognizablelogo/productinthefirstthreeseconds

THISISTHEEXACTOPPOSITEOFHOWATVADWORKS

RealLifeExample

2

Supers areaddedtothevideofilesthemselvesandcanincorporatestylesandmotion.Subtitles areoftenaddedviasoftwareandcanbetoggledon/offbyusers.

Usingtextelementsandothervisualcuescanhelpgetyourpointsacross–evenwhenthemajorityofvideoviewshappenwithoutsound.

16:9 4:3 1:1

3

Everysocialnetworkhasdifferentspecsforvideowhichcreatebenefitsforeach.Thinkofthesewhenframingshotsduringfilming.

Ourpreferredaspectratiois1:1asthatcapturesthemostscreenonmobile,butFacebookhasjustallowedverticalvideo/imagesinads.

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Socialmetricsarenumerous–andnotstandardized

It’sourgoaltobringsomeordertothechaosandhelpunderstandthesuccessofourprograms.

Inordertodothis,wehavetoagreetoanumberofgroundrules:

Successinsocialdependsonaccurate

reportingandmeasurement

Notallactionsarecreatedequal

Wehavetoknowwherewe’vebeento

knowifwe’resuccessfulnowandin

thefuture

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MediaImpact CreativeImpactKPIsandMetricsthathelpusdeterminetheefficacyofourspendandstrategy.

KPIsandMetricsthathelpusdeterminetheresonanceofourmessage.

Webelievesocialreportinglivesinthreeareas

SharedSuccessKPIsandMetricstiedtobothmediaandcreative

Studies

AdTech

SocialNetworksWegetour

metricsfromanumberofplaces

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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Creative Impact

• Consumption*• Engagement Rate• Sound on/off• Dwell time

NETWORK BRAND STUDIES

GRATUITOUS.GIF