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. 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