Think With Google - Breaking Clutter With Creatives
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1) The document discusses optimizing creative content for digital platforms by rethinking traditional storytelling approaches and adapting content for mobile and multi-screen viewing behaviors. 2) It provides examples of reframing creative content for different screen formats, building personalized messages for specific audiences based on interests, and experimenting with story structures that start engaging viewers immediately without relying solely on a traditional narrative arc. 3) Testing showed that personalized creatives targeting individual affinities and interests performed better than generic content at driving brand metrics, with certain customized messages generating up to 8.5% brand lift.
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
- 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?
- 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?
- 48. 02 The screen
- 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
- 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
- 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