Think With Google - Breaking Clutter With Creatives

2. Guneet Singh
Global Head, IgnitionLabs

3. 30%
executional
elements
Why are stories important?

4. 70%
creative

5. What has changed?
Device
shot for 30’ seen on 3"
Consumer
told for singular seen by individual

6. Evolution of the screen

7. Personalised Consumption

8. Original Creative

9. Re: Think version (Beauty) Re: Think version (Sports)

10. Original
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
Re:Think
Beauty
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
8%+
Brand lift
Custom assets were built for each Affinity type
Re:Think
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
Custom assets were built for each Affinity type
Google’s intent-based audiences outperform demographics.
*Target group shoppers

11. Serve creatives to specific audiences based on their
true intents and interests.
Creative Message 1
In-Market Furniture Shoppers
Creative Message 2
New Grads & Young Movers
Creative Message 3
Family-Focused Parents
Custom Intent Audiences:
already searching furniture on Google
In-Market Audiences:
researching furniture across the web
Life Events Audiences:
-about to graduate
-about to move
Affinity Audiences
home decor enthusiasts, savvy parents
Demographics:
parents A25-45
Example: a furniture brand could make specific YouTube creatives for...

12. How to adapt to the new multi screen world?

13. Original creative
with Frames

14. Frames that are
Multi-Aspect-Friendly
33%
Average of
all formats

15. 2:3 Vertical - split screen
great for pace
2:3 Vertical - full screen
great for story
Verticalization

16. Television Ad break
37%
Changed channel
7%
Multi-screening
6%
Multi-tasking
50%
Watched Ad content
YouTube Portrait Facebook Portrait
Average Ad time 20 seconds
Source: Study by MRSS with Neurons as field vendor
Attention is SCARCE and PLENTIFUL

17. Consider changing up the traditional story arc for a more active, engaged viewer.
Traditional Story Arc
(Passive environments)
Lead-in Branding
Build Offer
Climax &
big reveal
Emerging Story Arc
(Active environments)
Start high
Subtle branding cues
Unexpected shifts
Multiple peaks
More story for those
that want it
Flip the script

18. Original Creative Re:Scripted Version
42%
best in class VTR’s
18%
lift in brand awareness
among females
23%
lift in consideration

19. you can skip
to video in 5 sec
CONNECT Hold attention w/
emotion, audio, pacing
DIRECT Be clear on what the
audience should do
ATTRACT Open with impact;
have a hook!
BRAND Naturally and intentionally
3
4
1
2
Attention
winning ads
usually get
these 4
things right:

20. The Old
TVC
Livon - Simple re-edits work !
The New
Optimize for Attention in 1st 5 sec
a Attract attention
from the start

21. Brand naturally
& with purposeb
Placement matters Audio works

22. Connect through emotion
& storytellingc
Nivea - Break the Fourth Wall

23. Direct the viewer on
what to do nextd

24. Good CTA ‘Tips’
Coupons
& discount
offers
New features
of the
product/ app
Focussed
CTAs in
closing
Add
brand
search

25. Desktop & Mobile - 300x250
True Caller Size - 320x50
Truecaller Size - 320x100
Cost of feed if incrementally needed to be borne by advertiser | Tentative API Cost : $25 - $200 per month
API Provider : https://www.aerisweather.com/signup/. Tentative cost of the server will be additional for ranging from
$100 -$500 per month depending upon the campaign.
Contextual Creatives For High Engagement

26. Countdown Festive Ads To Drive Action

27. What to Re:think?
Brief: ask for a YT edit
PPM: check for digital
Ask Google for a CAT Report
Flexible storytelling
Surround Stories (long & short)
Re:frame shots
Plan multi-edit schedule
Brand Teams Creative Production
what to Re:Think?

28. Re:Thinkyour creative for digital

29. Attract
A
Hook consumer
attention & get them
to tune in
Brand
B
Help consumers
see/hear your brand
Connect
C
Make them think or
feel something about
your brand
Direct
D
Get them to
take action
29
Next Session: Let’s Audit your creative for YouTube

31. Guneet Singh

32. Attract
A
Hook consumer
attention & get them
to tune in
Brand
B
Help consumers
see/hear your brand
Connect
C
Make them think or
feel something about
your brand
Direct
D
Get them to
take action
32
Quick Recap

33. Cargill- NatureFresh Acti Heart Cooking Oil

34. Attract
A
Hook consumer
attention & get them
to tune in
Brand
B
Help consumers
see/hear your brand
Connect
C
Make them think or
feel something about
your brand
Direct
D
Get them to
take action
34
Analyse using ABCD Principles

35. ❏ Grab eyeballs early- TrV Ready
❏ Text Visibility on Mobile
❏ Logo Visibility on Mobile
❏ Product Visibility on Mobile
❏ Visual Support- Use Subs/Supers
❏ Brand/ Logo early in Film
❏ Clean Logo Placement
❏ Using Past Brand Cues
❏ Logo Appears Frequently/ Seamlessly
❏ 1 USP per creative
❏ Clear and apparent USP
❏ Audio Cues in the film
❏ Search Bar integration
❏ Other Action Cues
Execution Cut through Brand Cut through
USP Cut through
Audio Cut through
CTA Cut through
A B
D
C

39. Let’s see the transformation

40. Ask for a YouTube edit1
Analyse the creative using ABCD2
Step out in the sun & watch on your mobile phone!3
Key Takeaways

42. Have you met the Google CAT?
A Creative Assessment Tool for an
ad video, that scores, identifies
gaps and suggests corrective
measures.

43. What does the C.A.T assess
& how does the output look?

44. Movie
01 The consumer

46. Beaut
y
01 The consumer

48. 02
The
screen

49. Personalised consumption

54. Original creative

56. Designed for mobile

58. Original
creative
Source: Client Internal
Data
42% best in class
VTR’s
18%
lift in brand
awareness
among females
23% lift in
consideration
Designed
for mobile

59. Re:Thinkyour creative for digital

60. The Old
TVC
Livon - Simple re-edits work !
The New
Optimize for Attention in 1st 5 sec
a Attract attention
from the start

61. Brand naturally
& with purposeb
Placement matters. Audio works.

62. Connect through emotion
& storytellingc
Nivea - Break the Fourth Wall

63. Direct the viewer on
what to do nextd

64. What do you know about the consumer?
#1
You know who
is watching
Info. they need
Preferences, affinities
X-graphics

65. Cadbury India
Storytelling with Personalization
Goal:
As a part of Cadbury Dairy Milk’s new campaign
‘Silkoholics’, instead of using a generic TVC, the brand
wanted to reach out to its consumers via personalized
communication
● Identified Top Affinity areas for MF18-34 using
Google Insights
● Custom assets were built for each Affinity type
● Setup up a H2H test funded by Google to test
impact of Generic TVC vs Custom assets

66. The Creatives
Generic Creative Personalized Creative
Edit: TVC
Audience: MF 18-44
Edit: Beauty
Audience:Beauty Mavens; MF18-44
Edit: Sports
Audience: Sports Fans; MF18-44
Edit: Travel
Audience: Travel Buffs; MF18-44
Edit: Movie
Audience: Movie Lovers; MF18-44

67. The Results
“We believe and have evidence that consumers like personalized messages that talk
to their individual needs and preferences. Distinct messages for distinct audiences
is the mantra for building brands, especially on Digital. Google, as our partner has
helped us on this journey and we are seeing positive movement in brand metrics
both top and bottom funnel with this approach.”
— Anjali Krishnan, Media Head, Mondelez
Beauty: 8.5% Sports: 8.2%
Travel: 5.5%Movie: 8.9%
Results:
● Personalized creatives performed better in driving
Brand Metrics vs Generic creative, across all the affinities
(No brand lift seen for the Generic creative)
● Most creatives performed best for Females and for
younger (18-24) age group in driving Ad Recall

68. How do you build your story for mobile first?
#2 Flip the script
Consider changing up the traditional story arc for a more active, engaged viewer.
Traditional Story Arc
(Passive environments)
Lead-in Branding
Build Offer
Climax &
big reveal
Emerging Story Arc
(Active environments)
Start high
Subtle branding cues
Unexpected shifts
Multiple peaks
More story for those
that want it

69. original creative Re:Think version
ITC Candyman

70. How do you do this?
Edit for mobile.1
Have a hook.2
Offer something useful.3

71. Edit for mobile.
Faster pacing & cuts.
Tighter cropping.
Brighter footage.
Bigger text/graphics.
text
TEXT
Creative guiding principle

72. Unskippable Experiments created
a fake ad to test pacing.
Which do you prefer?

73. Re:frameyour creative for digital

74. Coca-Cola verticalization
original creative with MAF overlay

75. Frames that are
Multi-Aspect-Friendly
33%
Average of
all formats
9:16 = 5 Frames | 2:3 = 5 Frames | 1:1 = 15 Frames
Coca-Cola verticalization

76. 2:3 Vertical - graphic bands
great for branding
2:3 Vertical - split screen
great for pace
2:3 Vertical - full screen
great for story
Coca-Cola verticalization

77. Better Framing leads to 15% gains in BLS studies

79. original creative
Cadbury Silk

80. Cadbury Silk
Re:Think version (beauty) Re:Think version (sports)

81. Cadbury Silk
Re:Think version (Movie) Re:Think version (Travel)

82. Cadbury Silk
Original
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
Re:Think
Beauty
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
8%+
Brand lift
Custom assets were built for each Affinity type
Re:Think
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
Custom assets were built for each Affinity type
Google’s intent-based audiences outperform demographics.
*Target group shoppers

83. Original
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
Re:Think
SkipAd
1 sec 2 sec 3 sec 4 sec 5 sec 6 sec
42%
Best in class VTR’s
18%
Lift in brand awareness
among female TG
23%
Lift in consideration
Branding upfront
but through Intriguing
opening
Story arc changed to
start high
Hi-emotion moment
realignment & vfx to
overcome “skip cliff”
ITC Candyman

84. Delicious Experiments

85. This beat 13 other
Dr. Fork cheesecake
ads, all of which had
people in them to
varying degrees
Dr Fork Experiment
Our winning ad didn’t feature people
Dr Fork

86. Yet, most ads from the FBR vertical
still feature the traditional bite-and-smile
Showing people enjoying a product has been part of FBR advertising for long.
Various FBR

87. Attention
stories always had one goal:

88. Television Ad break
Changed channel
Multi-screening
Multi-tasking
Watched Ad content
Source: Study by MRSS with Neurons as field vendor
YouTube Portrait Facebook Portrait
(BTW, only 50% of the paid TV Ad break is viewed)
Average Ad time 20 seconds
attention is scarce AND plentiful

89. you can skip
to video in 5 sec
CONNECT: Hold attention w/
emotion, audio, pacing.
DIRECT: Be clear on what the
audience should do.
ATTRACT: Open with impact;
have a hook!
BRAND naturally and intentionally.
3
4
1
2
Attention
-winning ads
usually get
these 4
things right:

90. The Old
TVC
Livon - Simple re-edits work !
The New
Optimize for Attention in 1st 5 sec
a Attract attention
from the start

91. Brand naturally
& with purposeb
Placement matters. Audio works.

92. Connect through emotion
& storytellingc
Nivea - Break the Fourth Wall

93. Direct the viewer on
what to do nextd

94. Good CTA ‘Tips’
Coupons
& discount
offers
New features
of the
product/ app
Focussed
CTAs in
closing
Add
brand
search

95. Can Search advertisers win on YouTube?

96. A
B
C
D
Attract
Search Intent, Offers, Title
Connect
Products
Direct
Coupons / Buy Rent Now
Urgency / limited time offer
Brand
Brand Logo, Product Images
Decoding a Search ad to ABCDp
+

97. RESULTS
Rentomojo
10%
Incremental Conversions
28%
Lower Cost per Booking than other video ads (This is
comparable to Brand search CPBs)
“YT4A Custom Intent targeting on the back of the Creative First approach coupled with Merkle Sokrati’s proprietary
optimizers stood out as a major channel for our success alongside search. The results are phenomenal, proving the value of
YouTube as a clear performance channel and not just branding.”
Anubhav Sonthalia
CEO, Merkle Sokrati
Experiment - Can search up drive better cost per conversion vs brand videos?

98. Can we grab attention on Display?
Innovation in Display
- Top 5 examples relevant for festive
- Print ad to bumper/display

100. Google Confidential & Proprietary
Creative deployments II
Search box Ads
With search box ads, advertisers can give
user multiple options to go and visit their
website
Link
Scratch Card Ads
Scratch card format urges user to interact
with the creative. A user can rub / scratch
area on mobile screen to reveal an
underlying layer
Link
Sales Countdown Ad
Advertiser can promote upcoming sales
with this format. Calendar reminders via
‘Add to calendar’ button and Android
notifications can also be enabled via ‘Notify
me’ button.
Link

101. Google Confidential & Proprietary
Creative deployments III
In Banner Search Ads
Advertiser can directly upload these
creatives to DV360. With this format user
can perform multiple searches inside the
creative and the search results will render
on the creative itself.
Link
Dynamic Contextual Ad
Through contextual ads, Advertiser's can
show their ads to the website which shows
relevant content.
Link

102. gCal Banner - Dhanteras related customization
possible
View Demo View Demo

103. Google Confidential & Proprietary
Creative deployments IV
GEO-TARGETING + TAP TO CALL
GeoTargeting is used when client have multiple communication for
different regions. In this specific creative geo-targeting is combine with
tap to call feature. Through which user can directly call to there local car
dealer from creative
Link
Time Triggered Ads
Creative messaging and entire look can be
changes depending upon at what time
creative impression is loading

104. HTML5 Games
View Demo
Use a series of images or a more complex animation
with client’s brand to make a more engaging
creative

105. Weather - API (Air Quality)
Desktop & Mobile - 300x250
True Caller Size - 320x50
True Caller Size - 320x100
Cost of feed if incrementally needed to be borne by advertiser | Tentative API Cost : $25 - $200 per month
API Provider : https://www.aerisweather.com/signup/. Tentative cost of the server will be additional for ranging from
$100 -$500 per month depending upon the campaign.

106. Day Parting :
Scale
Rome
daytime
sunny
Naples
nighttime
thunderstorm
Aosta
nighttime
snowy
Weather
Geo
Time of day

107. Scale
Weather
Geo
Time of day
Environmental feed based banners

108. Demographic Targeting :
Scale
Simple demographic information can reveal
tailoring opportunities such as:
1) Gifting Ideas
1) Show women gifts for him
2) Show men gifts for her
3) Show parents gifts for Children
2) Target multiple languages in different cities
3) Appeal to the unique needs and events in a
college student's year
1) Fun fashion for spring break and
summer
2) “Treat yourself” messaging after finals
3) Use low-cost, high value offers
Both global and local ads may
benefit from translated
messaging.
Appeal to college students by
tailoring images and copy to
what is top of mind for them.

109. Keyword Contextual Targeting :
Scale

110. CRM based Targeting :
ROI
Create evangelists and drive sales from existing
customers:
1) Remind rewards program members about new
releases
2) Engage customers with related categories to
what they already purchased
3) “Complete the look” ads based on what was
bought
Apparel ads can be customized
to the buyer’s size.
Relate to “shoe shoppers” the excitement of pairing a
shoe with another product. Tested CTA reveals “Match
Shoes” remains best performer with this group even
when shoes are not visible in the final frame.

111. ROI
User Choice Initiated
Cater to an existing problem and give different
solutions and drive sales
1) Engage customers with related categories
to what they already searched for