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Coming back to the roots
Low quality
Low CPM
Evolution
More data
More
happiness
Acthung!
Quality checks
Human traffic
Target
Brand Safety
Visibility
What is missing ?
WE
FORGOT
ABOUT
THE
CONTEXT
We forgot
about
the context
WE
FORGOT
ABOUT
THE
CONTEXT
We forgot
about
the message
ad for
everyone
1
Taking video advertising
a step further
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
Multiple target audience
HH
with
childre
n
Moments in life
Adapting the message to every touch point
Screens
Lunch
Waiting...
+7%
15 -20’’
+20%
Subtitled
+60%
Square
+83%
Vertical
Square and Vertical boost ad awareness
Ad Awareness
Uplift of all mo...
Mobile customised ad formats yield higher
brand opinion change than TVC in a landscape format
Q As a result of seeing this...
All respondents
Respondents taht already knew the brand
Brand proximity
Average score indexed on the control
cell
Mobile-o...
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
Brand
guidelines
Formats
portfolio
Data &
scenario
Logo &
assets
Self assembled ads
Brand
guidelines
Logo &
assets
Data from all
campaigns
Database of
Images & videos
Self assembled ads
Self assembled ads
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
A story driven by the user’s interaction
Source : March 2016 research commissioned by Brightcove
66%
Engagement
renforcé
44%
Temps de lecture
allongé
9%
Accroissem...
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
An ad as conversation’s starter
1
Adapted per
touch point
2
Interactive
4
Data-driven
3
Self
assembled
5
Conversational
Thank you
How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017
How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017
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How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017

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Publié le

Caroline Hugonenc presentation at DBSE, May 2017

Publié dans : Marketing
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How can ad formats and technology resolve the creative limitations for brands?, Digiday Brand Summit Germany, May 2017

  1. 1. Coming back to the roots
  2. 2. Low quality Low CPM
  3. 3. Evolution
  4. 4. More data More happiness
  5. 5. Acthung!
  6. 6. Quality checks Human traffic Target Brand Safety Visibility
  7. 7. What is missing ?
  8. 8. WE FORGOT ABOUT THE CONTEXT We forgot about the context
  9. 9. WE FORGOT ABOUT THE CONTEXT We forgot about the message
  10. 10. ad for everyone 1
  11. 11. Taking video advertising a step further
  12. 12. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  13. 13. 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
  14. 14. +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
  15. 15. 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
  16. 16. 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
  17. 17. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  18. 18. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  19. 19. Brand guidelines Formats portfolio Data & scenario Logo & assets Self assembled ads
  20. 20. Brand guidelines Logo & assets Data from all campaigns Database of Images & videos Self assembled ads
  21. 21. Self assembled ads
  22. 22. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  23. 23. A story driven by the user’s interaction
  24. 24. Source : March 2016 research commissioned by Brightcove 66% Engagement renforcé 44% Temps de lecture allongé 9% Accroissement de l’intention d’achat
  25. 25. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  26. 26. An ad as conversation’s starter
  27. 27. 1 Adapted per touch point 2 Interactive 4 Data-driven 3 Self assembled 5 Conversational
  28. 28. Thank you

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