The challenge of creative development in a long form and micro video world. This was presented at Cannes in June 2014 by Millward Brown's Duncan Southgate and Daren Poole.
7. 7
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
8. 8
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
9. 9
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"?
10. 10
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
11. 11
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
14. 14
FIRST A MAGIC TRICK
Watch the video at https://www.youtube.com/watch?v=k9DpUS3CEMw
15. 15
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 18012060
38. 38
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
40. 40
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
41. 41
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