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MMA EMEA Forum, Istanbul, Nov 5 2015 Duncan Southgate Ariane Längsfeld
Mobile Creativity: The Science Of Art Appreciation
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Agenda
i Now: What differentiates good from great mobile creative?
ii Next: How can brands take advantage of the future mobile video advertising opportunity?
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We know mobile ads work!
Source: Millward Brown MarketNorms for Online, last 3 years through Q1/2015, N=2,565 campaigns, n=2,664,258 respondents; Mobile Brand Lift Insights Norms, last 3 years through Q1/2015; Overall Mobile N=624 campaigns, n= 655,875 respondents. Delta (Δ)=Exposed-Control
Per
cent
Impa
cted
: D
elta
(Δ)
MOBILE ONLINE Aided Brand Awareness
Brand Favorability
Purchase Intent
Ad Awareness
Message Association
+4
+10
+7
+2
+3
+2
+3
+3
+1
+1
3
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But creativity is key - just because it is mobile doesn’t mean you will succeed
Source: Millward Brown Mobile Brand Lift Insights Norms, last 3 years through Q1/2015 Overall Mobile N=623 campaigns, n=636,154 respondents. Delta (Δ)=Exposed-Control. Best 20%, Average 100%, Worst 20%
Per
cent
Impa
cted
: D
elta
(Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
+18
+30
+24
+14 +15
+4
+10 +7
+3 +3
-6 -3
-5 -6 -7
4
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NOW: WHAT DIFFERENTIATES GOOD FROM GREAT MOBILE CREATIVE?
Analysis of the MMA Smarties Awards entries
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SH
OR
TLIS
T Number of analyzed entries
57 EMEA
UK 43 Turkey 41
South Africa 26 6
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Set clear goals with brand at the heart of the campaign 01
TREND
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Brand is at the heart of Gold winning campaigns
2 out of 3 Gold winning campaigns were aimed at driving Brand Equity, e.g. building brand image or deepen customer engagement.
42
46
65
GOAL BRAND EQUITY (NET) (%)
WINNERS
GOLD
FINALISTS
8
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Facilitate social philanthropy 02 TREND
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Especially Gold winning campaigns were built on deep insight, with many seeking to improve the human condition.
A purpose-driven strategy rooted in a human need is differentiating
21
27
42
STRATEGY ADDRESS HUMAN NEED / EMOTION (%)
WINNERS
GOLD
FINALISTS
10
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Social philanthropy, with mobile enablement, serves a social good while bolstering positive brand associations
11
Unilever - OMO and Liquorice “OMO Fast Kids” South Africa
Turkcell and R/GA London “HealthMetre” Turkey
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Embrace interactivity and two way communication 03
TREND
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This year’s shortlisted mobile campaigns transformed the dynamic of consumers as passive observers to consumers as active participants.
64% of mobile campaigns used engagement
Consumers participate
13
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Interactivity with two-way conversations between audience and brand was essential
Winning campaigns were both more likely to be interactive and social.
8
32
19
47
26
65 EXECUTION INTERACTIVE (%)
WINNERS GOLD
FINALISTS
EXECUTION SOCIAL (%)
WINNERS GOLD
FINALISTS
14
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Direct communication
USSD or push messaging is also more frequently deployed by winning campaigns as a tactic to engage.
32
44
52
MOBILE MEDIA FORMAT MOBILE MESSAGING/ PUSH NOTIFICATION/SMS/USSD (%)
WINNERS
GOLD
FINALISTS
15
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Interaction for deeper engagement with brands
16
Unilever / Rexona and Mindshare Turkey / Wanda / Mobilike “Who Does More?” Turkey
Knorr whatsfordinner and Liquorice “Instant Inspiration” South Africa
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17
Use social to super-charge interactivity and co-creation 04
TREND
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Creative viral potential matters: Earned media was an indicator of success
Winning and especially Gold winning campaigns were most likely to achieve earned media, especially WOM/buzz and social sharing
23
33
55
RESULTS EARNED MEDIA (NET) (%)
WINNERS
GOLD
FINALISTS
18
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When marketers encourage audience participation and sharing, it can extend their paid media
19
Magnum - Unilever and Liquorice in collaboration with Mindshare “#CelebrateWithMagnum” South Africa
Unilever / Axe Black and J.Walter Thompson Manajans “The Silent Movement In The Loudest Country” Turkey
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Gratify in real-time 05 TREND
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Strong campaigns embrace the inherent impatience that mobile brings – that anything is attainable, now
21
Shield, Unilever and Gorilla Creative Media “Connect with Shield” South Africa
Heineken and R/GA London “Heineken @WhereNext” UK
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Integrate mobile with other channels 06 TREND
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Winners had stronger cross-channel support
80% of campaigns had mobile in the centre, but winning campaigns more frequently used multiple channels to support the mobile campaign – and relied less on mobile only. Winning campaigns were more likely to use Social, Outdoor and Print.
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Mobile-centric campaigns are still supported by other channels
24
Red Bull and Mobitainment “Red Bull Kas’Lami Festival” South Africa
Hungry Lion and Yonder Media in partnership with the MediaShop “Hungry Lion Lucky Bucket Campaign” South Africa
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TRE
ND
S
MMA Smarties has shown that great EMEA mobile campaigns:
Set clear goals with brand at the heart of the campaign 01 Facilitate social philanthropy 02 Embrace interactivity and two way communication 03 Use social to super-charge interactivity and co-creation 04 Gratify in real-time 05 Integrate mobile with other channels 06
25
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Global Smarties trends – coming soon to EMEA?
Virtual and Augmented Reality come of age
GLO
BA
L
The beginning of the Internet of Things as an advertising tactic
The brand message evolves on mobile as microvideo is stitched into narratives
26
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Virtual and Augmented Reality come of age
Virtual and Augmented Reality campaigns demonstrate the maturation of a technological capability to a marketing trend
27
Volvo Cars North America / R/GA “The XC90 Experience in Volvo Reality” US
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The beginning of the Internet of Things as an advertising tactic
The Internet of Things emerges as a means to tangibly tie mobile marketing to brand purpose
28
Optus “Clever Buoy” Australia
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The brand message evolves on mobile as microvideo is stitched into narratives
Microvideos like Vine have matured away from “what was that?” to meaningful ways to sequence a story or maintain the everyday relevance of a brand
29
Lowe’s “#TapThruHowTo” US
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One key learning based on microvideo testing to date: keep it simple but not simplistic
30
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NEXT: HOW CAN BRANDS TAKE ADVANTAGE OF THE FUTURE MOBILE VIDEO ADVERTISING OPPORTUNITY?
Summary of Millward Brown learning
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VID
EO
To take advantage of the huge mobile video opportunity:
Understand mobile video viewing among your target audience 01 Realise that mobile video advertising still has a receptivity challenge 02 Buy consumer friendly advertising formats (rewards, skippable) 03 Entice and intrigue to avoid being skipped 04 Brand early and clearly (in contrast to TV) 05 Use interactive layers to create a symphony, not noise 06
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1) Mobile already accounts for a third of all video minutes viewed by 16-45 year old multiscreeners around the world
33 Source: Millward Brown AdReaction Video, global average across 42 countries
50
1
18
1
10
1
22
1
SHARE OF EXPOSURE (%)
EXPOSURE (minutes spent yesterday)
TV COMPUTER TABLET SMART PHONE
103 37 20 45
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1) Most mobile video viewing around the world takes place at home (and this is also where they are most receptive to video ads)
34 Source: Millward Brown AdReaction Video, global average across 42 countries
Video viewing (yesterday) % TABLET SMARTPHONE
Home 75 77
Work 14 18
School/college/university 6 6
Commuting 9 11
Travelling 8 9
Someone else’s home 10 11
In a public building 9 12
In a public outdoor space 8 12
Average # of locations per day 1.4 1.6
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2) Mobile video advertising still has a receptivity challenge
35 Source: Millward Brown AdReaction Video, global average across 42 countries
-33
-45
-45
-49
29
20
19
19
NEGATIVE POSITIVE NET (+ve minus –ve)
Live TV
Computer
Tablet
Smartphone
-4
-25
-26
-30
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3) Mobile embodies the best and worst of video advertising formats; our general advice is to invest mainly in consumer-friendly formats
36 Source: Millward Brown AdReaction Video, global average across 42 countries
NEGATIVE POSITIVE NET (+ve minus –ve)
-23
-33
-29
-37
-34
-51
-60
-55
-61
49
34
31
31
28
18
15
15
14
Mobile app reward
Skippable pre-roll
Social click-to-play
Skippable mobile pop-up
In-banner click-to-play
Social auto-play
Non-skippable pre-roll
In-banner auto-play
Mobile app pop-up
+26
+1
+2
-6
-6
-33
-45
-40
-47
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4) Entice and intrigue to avoid being skipped
37 Source: Millward Brown Tremor Video Creme de la Creme, Cannes 2014
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5) Brand early and clearly in skippable mobile videos. Also obvious but important: size matters on mobile
38
Selleys “For the doer” Australia
Vanish “Vanish Gold Clock” Germany
Source: Millward Brown AdReaction Video, LinkNow copy testing
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6) Use interactive layers to create a symphony, not noise
39 Source: Millward Brown Tremor Video Creme de la Creme, Cannes 2014
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Use interactive layers to create a symphony, not noise
40 Source: Millward Brown Tremor Video Creme de la Creme, Cannes 2014
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Use interactive layers to create a symphony, not noise
41 Source: Millward Brown Tremor Video Creme de la Creme, Cannes 2014
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Use interactive layers to create a symphony, not noise
42 Source: Millward Brown Tremor Video Creme de la Creme, Cannes 2014
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A nice Smarties example which brings much of this together
43
Studio Canal “Shaun the Sheep Movie” UK
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THANKS FOR YOUR ATTENTION
AND GOOD LUCK TO ALL SMARTIES AWARDS ENTRANTS!!!!
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MMA EMEA Forum, Istanbul, Nov 5 2015 Duncan Southgate Ariane Längsfeld
Mobile Creativity: The Science Of Art Appreciation