REINVENTING VIDEO ADVERTISING
Creativity & Interactivity the perfect match
to win the user attention on mobile
.Caroline Hugonenc
Using mobile as a compass to reset the digital advertisingexperience
REINVENTING VIDEO ADVERTISING
Let’s face it
Ads are not onlywatched on TV ...
…and embracing mobile could unlock more creativity and increasedramatically ad effectiveness
Checklist
Win their attention1
2 Optimise the time spent with the ad
3 Make sure that the user can understandyour message with sound off
4 Adapt to screen size & shape
5 Play with the context
6 Make your message relevant to your audience
7 Enrich the ad experience
8 Leave a good impression
9 Create your own mix
10 Pre test your creative with us
Win theirattention
1.
Creative, format play a big role in thisbattle for attention
Eye-catchingad formats thatare integratedin the user experience but not disrupting it
Creating a visual impact to catch user attentionActions:
Use skin tostrengthen branding
Use bold, bright colorsto catch attention
Skin outpaced unskinned creatives by factor :
x2.5 for aided brand awareness
x2.4 for brand favorability
up to x28 for purchase Intent
Optimise the time spent withthe ad
2.
Optimizing the timing of creative
Weak sequence
Original 30s Optimised 20s
Actions:
Editing the video removing weak sequence
Strengthening key messaging using display
Enticing interactivity with CTA
Creative optimization can generate a significant lift in completion
Mobile results Video
completion rate
14,2%
18,5%
Original Creative Optimized Creative
27,4%
29,6%
Original Creative Optimized Creative
The optimized creative resulted
in a 30% increase in VCR
The optimized creative resulted
in a 9% increase
in VCR
Desktop results Video completion rate
Source: Teads Creative Lab, data from Teads DMP, live campaign, 50k total impressions, July 2017.
Noncompleted
Completedview
Complete vsexposed
� � %
Aided Brand Awareness
1 2 100%
Online Ad Awareness
9 33 267%
Message Association
6 25 317%
Brand Favorability 5 10 100%
PurchaseIntent
2 9 350%
Sample Size n= 505 n= 296
Completion boosts dramatically impact on brand metrics from x2 up to x4.5 for purchase intent
• Completions saw significantly larger improvement on Online Ad Awareness (x3,6), Message Association (x4,1) and Purchase Intent (x4,5)
• In addition, Aided Brand Awareness and Brand Favorability was also higher at completion versus non completed view (x2)
Significant increase at 90% confidence
Significant increase at 80% confidence
Source: Kantar Millward Brown for Teads / CPG brand US
Objective
Increase dwell time with more content
CAROUSEL
Completion rate on 2nd video (66s) 29%!!
Earning time with compelling content
Make sure that the user canunderstand yourmessage withsound off
3.
More than half of the users hate when video ads play with sound when they are reading on article
54%
Source: Study from Censuwide commissioned by Teads, May 2018
66%
UK US
63% of 16-34 76% of 16-34
Propensity to watch ads without sound
Source: Study from Censuwide commissioned by Teads, May 2018
77%
35%
79%
40%
Facebook Youtube
UK
US
We tested17 ads sound on vs sound off across5 categories…so far
For more than half of the cases,sound off performed as well asthan sound on.
For less than one third, soundOn performed better.
And in 2 cases, sound offperformed better.
Source: Teads, Optimising for Sound Off, March 2018
Optimized ads managed to compensate for the lack of sound.
Teads enhanced sound off version
Original videowith sound
49% 50%
66%62%
53%
46%
62%59%
50%46%
65% 64%
Memorability Enjoyement Easy to understand Branding
SOUND ON
SOUND OFF
STUDIO ENHANCED SOUND OFF
Questions:Branding: “It is so clear that [BRAND] is being advertised that everyone will get it”Memorability: “Is this video memorable?”Enjoyment: “Did you enjoy watching this video?”Undertstanding: “Is the video easy to understand?”
Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017
Enhanced /optimised versions were as effective as original with sound, but slightly less enjoyable
Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017
Scale of 1-10 where 10 = Max. emotionally engaged
Interestingly it appears Millennials prefer sound off
Emotional score
FMCG | original
FMCG | for sound off
Fashion | original
Fashion | for sound off
Luxury | original
Luxury | for sound off
18-29
4
7
2
4
30-49
1
2
3
1
5
25-35
2
3
35+
1
1
Adapt to screen size & shape
4.
inRead Vertical & Endscreen:Hero
Playingwith the context
5.
The impact of an ad varies depending on the context it plays in
Source: Study from Research Now commissioned by Teads, France, March 2018
Impact of a gaming ad placed in different contexts(Index=100 for the control group)
Exposed/Control Gaming Sport News
Brand Awareness 206 239 172
Brand Familiarity 120 130 131
Brand Favourability 174 182 179
Purchase Intent 163 124 124
Make yourmessage relevant to youraudience
6.
La lente progression de ces voitures aux deux sièges supplémentaires installés dans le coffre –repliables dans le plancher voire démontables sans trop de difficulté – résulte d’abord d’un phénomène de transfert.
Pour les repas quotidiens, la restauration rapide a,
semble-t-il, pris le pas sur les petits restaurants
"ouvriers" de la fin du 20ème siècle.
A signal
Date / Heure
Geolocalisation
Audience
Device
Grapeshot
The future of advertising is data-driven
Pour les repas quotidiens, la restauration rapide a,
semble-t-il, pris le pas sur les petits restaurants
"ouvriers" de la fin du 20ème siècle.
La lente progression de ces voitures aux deux sièges supplémentaires installés dans le coffre –repliables dans le plancher voire démontables sans trop de difficulté – résulte d’abord d’un phénomène de transfert.
Male, 28,owns aniPhone
Male, 18, in market for a new phone Female, 32 Mother of two
Tailor CTAs to Specific Consumer Profiles
Dynamic Creative Optimisation
Enrich the ad experience
7.
Objective:
Delivering new level of accessibility, engagementand personalisation forglobal audience.
Source: Teads/Millward Brown Ad Effectiveness study, A18+ HHI $250k, USA, 747 respondents, June 2017
Conversational ad experience with chatbotintegration
*Mesuré par MOAT sur la base du standard MRC
inRead ChatbotPeriod June 2017
Avg. Dwell Time(time spent on the unit)
2min30
Other campaign results are confidential
+82%
Incredible results
in online ad awareness
brand favorability on mobile
consideration on mobile
of desktop users said that the format was a fun way to interact with the brand
of mobile users felt that the format was in keeping with the Tommy Hilfiger Brand
+76%
73%
68%
Source: Teads / Millward Brown Ad Effectivenesstudy, Female ABC1 18-34, UK, June 2017
+67%
Talk is the natural language
Leave a good impression
8.
End your video with an endscreento generate branding and/or visit on site
Create yourown mix of format
9.
Pre test yourcreative withus
10.
Knowledge is Power