the challenge of creative development in a long form and micro video world
Post on 17-Oct-2014
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The challenge of creative development in a long form and micro video world
2
IN THIS PRESENTATION
• Conventional wisdom
• Long form video
• Micro video
• Takeaways
CONVENTIONAL WISDOM
and a bit of database mining
4
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
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