flashtalking webinar - the new creative paradigm

The New Creative Paradigm

A New Creative Process

To Connect with Distracted Consumers

John Nardone Alan SchulmanCEO

Flashtalking Director of Brand Creative and

Content Marketing, Deloitte Digital


Fraud

Brand Safety

Viewability

2:05

Setbacks

Data Automation

Targeted

Efficient

Accountable

Promise

© Flashtalking 2017 Confidential


2:30

The consumer has changed but the ad campaign process has not

Connect with meaningful

communication


> <

Delivering the Art and Science Behind the Perfect Message.

(Analogue device not counted)

2

4

3

1

“Chronically Distracted”

To address fragmented attention spans

Marketers must address customers with creative and relevant communication across channels.



The world changed forever in June 2007



How to address consumers in different

states of attention

Cognitive Processing Multitasking

Impacts on Advertising

http://www.flashtalking.com/new-creative-paradigm-white-paper-request/

Understanding New Consumer Behavior Patterns

September 2017 © Flashtalking 2017 Confidential


The amount of stimulation your brain can process through all of your senses.

Perceptual Load

The Filtering Effect The Control Factor



Lower Ad Recall

“Inattentional Blindness”

Lower Engagement -25%



LOW CONTROL FACTOR

HIGH CONTROL FACTOR

HIGH PERCEPTUAL LOAD LOW PERCEPTUAL LOAD © Flashtalking 2017 Confidential

The New Creative Paradigm LOW CONTROL FACTOR

HIGH CONTROL FACTOR HI

GH P

ERCE

PTUA

L LOA

D

LOW

PER

CEPT

UAL L

OAD Distracted

Multitasking Out of the home

On The Go


The New Creative Paradigm LOW CONTROL FACTOR


GH P

ERCE

PTUA

L LOA

D

LOW

PER

CEPT

UAL L

OAD Distracted

Multitasking Out of the home

On The Go On The Go

•  Contextual relevance is key

•  High frequency and message repetition



Contextual Relevance is key High frequency and message repetition

LOW CONTROL FACTOR

LOW

PER

CEPT

UAL L

OAD Distracted

Multitasking Mobile Devices

On The Go

HIGH CONTROL FACTOR

Task Focused Desktop or Mobile Stationary Location

At Work HI

GH P

ERCE

PTUA

L LOA

D

At Work At Work

•  Contextual, behavioral targeting are effective

•  Medium frequency •  Varied messages © Flashtalking 2017 Confidential



LOW CONTROL FACTOR

LOW

PER

CEPT

UAL L

OAD Distracted


On The Go

HIGH CONTROL FACTOR


At Work HI

GH P

ERCE

PTUA

L LOA

D

At Work At Work


•  Medium frequency •  Varied messages

At Work


•  Medium frequency •  Varied messages



-


LOW

PER

CEPT

UAL L

OAD Distracted


On The Go Contextual, behavioral targeting are effective Medium frequency Varied messages


At Work


GH P

ERCE

PTUA

L LOA

D

Entertainment “Killing time” TV + Online

Multi-screen at Home

LOW CONTROL FACTOR



-


LOW

PER

CEPT

UAL L

OAD Distracted




At Work


GH P

ERCE

PTUA

L LOA

D


Multi-screen at Home Multi-screen at Home

•  Audience, behavioral targeting •  Use creativity, humor, storytelling •  High frequency •  Varied messages

LOW CONTROL FACTOR




Distracted Multitasking Mobile Devices



At Work

HIGH CONTROL FACTOR

Audience, behavioral targeting Use creativity, humor, storytelling High frequency Varied messages


Multi-screen at Home Entertainment

Content Focused Desktop, tablet or TV

Content Focused at Home

HIGH

PER

CEPT

UAL L

OAD

LOW

PER

CEPT

UAL L

OAD

LOW CONTROL FACTOR




Distracted Multitasking Mobile Devices



At Work

HIGH CONTROL FACTOR

Audience, behavioral targeting Use creativity, humor, storytelling High frequency Varied messages


Multi-screen at Home Entertainment

Content Focused Desktop, tablet or TV


HIGH

PER

CEPT

UAL L

OAD

LOW

PER

CEPT

UAL L

OAD


•  Audience targeting •  High impact, rich formats •  Enhanced creativity •  Low frequency •  High variation

LOW CONTROL FACTOR



Desktop, tablet or TV


GH P

ERCE

PTUA

L LOA

D

LOW

PER

CEPT

UAL L

OAD


LOW CONTROL FACTOR

Multi-screen at Home

HIGH CONTROL FACTOR


At Work At Work

Distracted Multitasking

Out of the home

On The Go On The Go HI

GH P

ERCE

PTUA

L LOA

D 80% © Flashtalking 2017 Confidential


Effective Multiple Exposures

Smarter Retargeting

Relevance to purchase behavior

Improve Frequency Yield

Contextual Relevance

Keyword messages that acknowledge their environment

Rich Storytelling

Interactive engagement


The process must be updated and new

skills must be acquired

to take advantage

of this technology

The tech is already here



The Old Way

Today

The New Paradigm Media Distributed

Creative-Led

Creative Fulfills Media-Led

Collaborative Media-Creative

Creative must regain its seat at the table



A New Creative Development Process

for Data-driven, Dynamic Creative © Flashtalking 2017 Confidential


Assemble your team

The working process must be established by the client



1

Empower the creative team

2

Define message audiences

3

Develop creative

Brief 4

Create message

architecture

5

Creative/ production framework

New five step process



Empower the Creative Team 1 1 Explore what is possible

Examples

Formats

Tactics

Best Practices

Understand the data

Data to inform and inspire

Data to indicate or activate experience

How will success be measured?

What is success?

What metrics?

What data and analytics framework?



Define message audiences 2

Moms with families

Within the media target, what sub-audiences or circumstances suggest a different “voice”?

Moms with teenagers

Moms with toddlers

Working Moms

Stay at Home Moms



Define message audiences 2 Within the media target, what sub-audiences or

circumstances suggest a different “voice”?

Best Practice:

Do not over-burden media targeting by making every sub-audience and message a separate buying line.



College Homeowner Small Business

Define message audiences 2 Everyone is a target for toilet paper!



New creative brief The old way

3

1 Customer Audience

1 Brand

Message



New creative brief

Time of day Day of Week

Sports Season Holidays

Events

Home In Car

At Work Weather

Mobile Tablet

Desktop Big screen

Multi- screen

Task oriented Content-

focused Killing time

Sequence Story telling

Includes time and consumer circumstances 3

Icons to be rearranged

Find the key elements and bring that to life


The New Creative Paradigm THE OLD WAY

Start with

Father’s day

Show

dropdown

behind scenees

Maybe the

cubs? New creative brief Time and Circumstance

3



Special days

Day of Week

Weather

you stock the fridge for your Cinco celebration



Day of Week

Weather Special days

your team makes the playoffs



Day of Week


it doesn’t feel like a Monday

Day of Week




the coolest place to be is the beach

Day of Week



Message Architecture

THE OLD WAY

Don’t over-engineer communication

Build around a central idea

Visualize the logic so that everyone can understand the strategy and execution

4



Dynamic Native can address the “middle” of a funnel-based message architecture

Branding

Dynamic Native for Mid Funnel Engagement

Direct response

Message Architecture 4



DMP audience Message

Contextual Message

Product Page Retargeting

Category Page Retargeting Sequential Msg

Message Architecture 4



Maximize Creative Flexibility

Make Custom Templates, Then Scale

Track Separately

All into 1 template

4 base files, 10 variables OR

Creative / Production Framework 5



Consumer Distracted multitasker

with cognitive overload



Adapt Evolve

Rise to the Challenge



is ready to help.



Email [email protected] for strategic help

Alan Schulman Insights from the creative perspective

Q&A

Programmatic Creative Playbook We will email you a link


Your partner for dynamic creative and strategies for the

new paradigm


Alan Schulman Insights from the creative perspective


Thank You

John Nardone Alan SchulmanCEO

Flashtalking Director of Brand Creative and

Content Marketing, Deloitte Digital