CREATIVE PLAYBOOK

I. GENERAL

“Creativity is the most efficient way to create memorable, long-lasting impressions for your prospect.”*

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* Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer.

With the transformation of the advertising industry over the past several years and the media consumption, we had a closer look at what really has an impact on nowadays consumers. One thing is sure: Creative is still key to a successful campaign! But how? Which creatives are successful to reach your goals?

Indeed, an english study* established in 2017 that creatives represented 47% of the purchase decision making.

This being said, with the rapid evolution of the technologies and the changes in consumers behaviour it is not always easy to keep up with an adapted creative strategy.

With this playbook, we will determine a few guidelines to create an efficient creative campaign taking into account online vs. offline advertising, the importance of the message, the format/ as well as the impact of a “mobile first” world on creative. In other words, you will get access to the ins and outs of using impactful creatives on your advertising campaigns and how this could impact your return on investment and performances.

* Nielsen Catalina Solutions

II. OFFLINE VS ONLINE

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“The consumption of online video is growing rapidly, and the average person will spend half as much time viewing online as they spend viewing conventional TV this year” J. Barnard, Head of Forecasting at Zenith.

For many years, video advertisement was only available on linear TV, commonly known as offline TV.

With the years, we saw a lot of new ways emerging for people to consume videos online.

Youtube, online TV and other content platforms also led to a new consumption of video advertisement.

With the evolution of online advertisement and its formats, many different ways are now available to reach your audiences, giving them more ways to choose the content they want to watch or even skip.

Developing storytelling for video ads is less evident than before. It was built with a consistent structure</>, a build up towards a climax and a following resolution. Nowadays, the content and the device consumption changed and the traditional story arc method is no more effective for online advertising.

In addition to this, new generations – especially GenZ – developed an attention span shorter than ever before – a slow build up of your message is proved largely ineffective.

But how could you build an adequate storytelling to incite your consumer to watch and interact with your brand?

1. Open stronger with a hook: Integrate a lot of high points in your story until the final resolution. Use eye catching and surprising elements all over the story to keep your audience captivated.
2. The emerging story arc: Start fast, keep up the pace and deliver a message with unexpected surprises until you fade out. The quicker you give information about you and your brands, the more you will get the attention of your audiences.
3.Attract attention from the start: Leverage familiar faces and use different creative styles.

It is important to target your audience and detect which content they like to watch and what they don’t like in order to adjust the settings of your ads’ campaigns. This way you will  increase your performances.

* Highlight your Brand and Define a purpose to your ad campaign: This will get people’s attention and make sure you are on top of their mind. In order words, build awareness, you need to integrate your logo or motto into the first 5 seconds of your video ad. In a further phase when people already got to know you, introduce your brand later in the ad to allow time for engagement in order to drive higher watch time.

* Connect through emotion : Bring the power of audio and visual together and use the audience to connect with them closely to reinforce your brand’s key message. According to YouTube, 95% of video watched on the platform is played with sound on. For example, having someone speak directly to the camera or have a conversation, this helps people to remember your message. This can bring up to 20% lift in brand awareness and consideration.

Last but not least, it is important to direct the viewer towards the next step, don’t forget to use a clear call to action!

III. MESSAGE

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As marketers, we’re often focused on refining keywords, copy, and calls-to-action, even as the people we’re looking to engage are drawn to immersive and visual experiences. With new technology, brands now have the opportunity to adapt and lean into what really engages potential customers.

Let’s have a look at a few different impactful format that can help you deliver your message:

  1. Virtual Reality /Augmented Reality is a good example of that:

A recent survey conducted by Google found that 6 in 10 people say they want to be able to visualize where and how a product could fit into their lives.

Source: Google Consumer AR Survey, 2019

Furthermore 50% of consumers say they would be more likely to buy from a brand using augmented reality. source: BRP consulting

Take MAC Cosmetics, for example. The beauty brand launched a YouTube pilot, that allows people to virtually try on lipstick colors using their smartphone.

During the campaign, video viewers spent 45 seconds on average virtually trying on lipstick and collectively sampled more than 4.3 million shades. This creator campaign didn’t just drive virtual lipstick trials; MAC also saw a 1.81% shop click-through rate.

Source: Google case study


This shows that the way you deliver your message and stimulate your customer has an impact on all the KPI’s of your campaign.

With an attention span that gets lower and lower, especially with the young generation, it is very important to offer interactive advertisement.

Here are a few innovative format that can help you reach your customer in an effective way:

1) Swirl (available for programmatic buying in Google DV360): It is an immersive 3D display ad format that allows people to interact with an ad in a new way.

In the case of Adidas, they used a swirl format for a campaign for a new sneaker model in Latin America. The ad drove a 4x higher engagement rate than with a regular ad, rich media benchmarks and had an average viewable time of 11 seconds, which indicated that the ad captured user attention. The 3D creatives also drove a return on ad spend (ROAS) of ~2.8 for the Colombia market.

Source: Google case study


2) Parallax is a croll based display experience, it creates the perception of depth which comes from having multiple images move at slightly different speeds, all paired again with the users’ scroll.

3) Social Display ads are authentic recreations of social media posts configured to deliver in traditional banner placements, using programmatic. Social Display ads consistently deliver increased CTR when compared to traditional banner ads. Consumers have a familiar experience in a trustworthy environment making them more likely to convert.

4) Audio advertising is also a great addition to visual advertisement as it targets a large audience in a new intimate environment. Consumers spend now 29% on average of their time in audio. It is also now available on Youtube as people use the platform more and more even as a backdrop to daily life. The first results seem promising with more than 75 percent of measured audio ad campaigns driving a significant lift in brand awareness.

Source: Google Internal data, Global , June 2019-March 2020


More than only the format it is important to keep the device your user will be using in mind. In a mobile first world your advertisement must be tailored for mobile before anything else.

Living in a competitive advertising world, being innovative is key to differentiating yourself from competition and to stay relevant in the years to come.

IV. SOURCES

https://www.socialmediatoday.com/news/honw-to-create-great-video-ads-according-to-youtube-infographic/560864/#:~:text=Attention%2Dgrabbing%20sound%2Fediting%20%2D,tap%20into%20the%20audiences%27%20senses

Arc Offline et Online : https://nmpidigital.com/video-advertising-building-ads-for-attention/?no_redirect

https://blog.mutesix.com/how-to-create-effective-youtube-ads-with-storytelling
Youtube (R)evolution – Brand Love Delivered : one to one by Alexei Arichnov