How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017
•Télécharger en tant que PPTX, PDF•
1 j'aime•333 vues
Caroline Hugonenc presentation at DBSE, May 2017
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017
Similaire à How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017 (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017
- 1. Coming back to the roots
- 3. Evolution
- 5. Acthung!
- 6. Quality checks Human traffic Target Brand Safety Visibility
- 7. What is missing ?
- 12. Taking video advertising a step further
- 14. Multiple target audience HH with childre n Moments in life Adapting the message to every touch point Screens Lunch Waiting Transport Walking Diner Shopping Relaxing Bed time
- 15. +7% 15 -20’’ +20% Subtitled +60% Square +83% Vertical Square and Vertical boost ad awareness Ad Awareness Uplift of all mobile specifics formats vs TV spot on mobile% of those who say « yes » Q:Do you remember seeing this ad among the ads you just saw? Amongst those who enabled the format to play
- 16. Mobile customised ad formats yield higher brand opinion change than TVC in a landscape format Q As a result of seeing this ad, would you that you have… 10 grid scale from « a much worse opinion » to « a much better opinion » Base : all respondents Impact of the format in the brand opinion change Top 3 box –average indexed on TV spot uplift +13% 15 -20’’ +11% Square +15% Vertical Formats adapted to mobile generate more brand favorability
- 17. All respondents Respondents taht already knew the brand Brand proximity Average score indexed on the control cell Mobile-optimised creative generated highest levels of affinity Control Cell All mobile creatives TV creative in landscape inRead Square Q How close do you feel to the [brand]? Amongst those who enabled the format to play Source : Video going moble, a Teads study commissioned by Ipsos, June 2016
- 21. Brand guidelines Formats portfolio Data & scenario Logo & assets Self assembled ads
- 22. Brand guidelines Logo & assets Data from all campaigns Database of Images & videos Self assembled ads
- 25. A story driven by the user’s interaction
- 26. Source : March 2016 research commissioned by Brightcove 66% Engagement renforcé 44% Temps de lecture allongé 9% Accroissement de l’intention d’achat
- 28. An ad as conversation’s starter
- 30. Thank you
Notes de l'éditeur
- NASCITA : STRUMENTO DI GESTIONE DELL’INVENDUTO LOW CPM
- successivamente si è cominciato a dare importanza e valore ai dati che permettevano di raggiungere l’audience giusto diminuendo la dispersione tipica delle pianificazioni classiche
- tuttavia la qualità dell’inventory disponibile era sempre molto bassa.
- con questa evoluzione siamo quindi riusciti a veicolare una pubblicità alle persone giuste, in un ambiente premium e safe ad un cpm contenuto (eliminazione dispersione etc).
- Ma che cosa manca per rendere virtuoso questo circolo?
- Bleu sur le coté
- Teads mobile customized formats enable the ads to emerge and leave an imprint: with 83% uplft in ad awareness for the vertical and 60% for the square formats. The shorter version of the ad perfomed 7% better than the TV ads in the inread landscape and subtitle one perfromed 20% better.
- Formats adapted to mobile generate more brand favorability than the landscape version : =15% uplift for the vertical and + 11% for the square.
- Mobile-optimised creative generated highest levels of affinity, specially on respondants that were already aware of the brand, square and vertical overindexing compared to TV ad in the landscape inread.