The challenge of creative development in a long form and micro video world

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The challenge of creative development in a long form and micro video world. This was presented at Cannes in June 2014 by Millward Brown's Duncan Southgate and Daren Poole.

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The challenge of creative development in a long form and micro video world

  1. 1. FROM SIX SECONDS TO SIX MINUTES The challenge of creative development in a long form and micro video world
  2. 2. 2 IN THIS PRESENTATION • Conventional wisdom • Long form video • Micro video • Takeaways
  3. 3. CONVENTIONAL WISDOM and a bit of database mining
  4. 4. 4 Brand Predisposition
  5. 5. 5 Brand Predisposition Persuasion≠
  6. 6. 6 Brand Predisposition Impact Brand associations( , )=f
  7. 7. 7 OBSERVATIONS FROM TV 15s 30s 60s IMPACT BRAND ASSOCIATIONS BRAND PREDISPOSITION LOWER - BUT CHEAPER MORE SINGLE- MINDED, MORE RATIONAL YES - PERSUADE AND REINFORCE YES – BEST FOR PERSUASION HIGHER – BUT MORE EXPENSIVE MORE COMPLEX; MORE EMOTIONAL YES - LESS ABOUT PERSUASION
  8. 8. 8 THE PERFECT MIX ON TV When to use 15s When to use 30s When to use 60s TO STRETCH BUDGET CUT DOWNS SIMPLE COMMUNICATION NEEDS COMMUNICATING BASIC IDEAS AND REMINDING NEW PRODUCT NEW CAMPAIGN OR AFTER LONG HIATUS COMPLEX OR MULTIPLE MESSAGES NEW VARIANT MORE COMPLEX MESSAGES DEVELOPING STORIES FOR HIGH INVOLVEMENT BUZZ AS AN EVENT
  9. 9. 9 THE CHANGING ENVIRONMENT AND THE BIG QUESTION • The decline of the 30" • TV rules in a digital and multiscreen world • Owned and earned, not just bought media • Ubiquitous mobile devices but short attention spans • What happens when content is shorter than 15" and a lot longer than 60"?
  10. 10. 10 OUR RESEARCH USA, 16-30 May 1 x long form 1 x medium form 2 x Vine Individual depth interviews Online quantitative with facial coding
  11. 11. 11 THE FINDINGS IN 60 SECONDS Long Form Superb potential for engagement – but not guaranteed Well suited to building and reinforcing rational messages… …and developing and enhancing emotional associations that frame brand positively in next decision window  powerful equity building potential – and with the right news, the ability to persuade Vine Good potential to engage in a social media context – but not guaranteed Brand integration linked to appearance of brand in Vine Can build single-minded rational associations or reinforce existing rational and emotional ones  limited ability to persuade but could be a very cost effective way to support equity
  12. 12. LONG FORM VIDEO Just because you can doesn’t mean you should
  13. 13. 13 FIRST A MAGIC TRICK
  14. 14. 14 FIRST A MAGIC TRICK Watch the video at https://www.youtube.com/watch?v=k9DpUS3CEMw
  15. 15. 15 IT’S HARD TO RETAIN ATTENTION FOR LONGER THAN 60 SECONDS 60 65 70 75 80 85 90 95 100 Average Attention (all long-form content over first 200 seconds) 0 18012060
  16. 16. 16 MATISSE KNEW A BIT ABOUT CANVASES Matisse self-portrait Dance I
  17. 17. 17 JUST BECAUSE YOU HAVE A BIGGER CANVAS DOESN’T MEAN YOU HAVE TO RAM IT FULL 30cm x 23cm 260cm x 390cm
  18. 18. 18 FORD’S 2015 MUSTANG RELAUNCH VIDEO DELIVERS CLEAR AND AUTHENTIC MESSAGING
  19. 19. 19 RESULTS IN RICH ASSOCIATIONS FOCUSED AROUND “UPDATING A ICONIC SPORTS CAR”
  20. 20. 20 SMILE AND THE WHOLE WORLD SMILES WITH YOU
  21. 21. 21 SMILE AND THE WHOLE WORLD SMILES WITH YOU
  22. 22. 22 LONG FORM TAKEAWAYS • Inspire, surprise or excite • Embrace polarisation • Brand with confidence • Keep your canvas clean • Reward • Don’t demand immediate response
  23. 23. MICRO VIDEO The potential of Vine
  24. 24. 24 THE CHALLENGE OF IMPACT Indexed scores, 100 = average for online video 79 Minimum 108 Maximum
  25. 25. 25 THE COMPLEXITY CONTINUUM: TOO SIMPLE Watch the Vine at https://vine.co/v/Mvr6agaVuir
  26. 26. 26 THE COMPLEXITY CONTINUUM: SIMPLE Watch the Vine at https://vine.co/v/h16ZHqjxjVB
  27. 27. 27 THE COMPLEXITY CONTINUUM: COMPLEX Watch the Vine at https://vine.co/v/MiMbhgQaiIM
  28. 28. 28 SIMILAR APPROACH, DIFFERENT OUTCOMES Watch the Vine at https://vine.co/v/M5uZi5hhu7V Watch the Vine at https://vine.co/v/MMqZv2jalLK
  29. 29. 29 DRIVING ENGAGEMENT
  30. 30. 30 LEVERAGING WHAT'S UNIQUE ABOUT THE FORMAT Watch the Vine at https://vine.co/v/hJ199xz7DWq
  31. 31. 31 TO BRAND OR NOT TO BRAND Indexed scores, 100 = average for online video 58 Minimum 122 Maximum
  32. 32. 32 DEGREES OF BRAND PROMINENCE
  33. 33. 33 THE OPPORTUNITY FOR BRAND ASSOCIATIONS Percentages 40% Minimum 78% Maximum
  34. 34. 34 SINGLE-MINDED RATIONAL Watch the Vine at https://vine.co/v/MJl29m9FYnK
  35. 35. 35 EMOTIONAL REINFORCEMENT Watch the Vine at https://vine.co/v/MnmUBth27uK
  36. 36. 36 SAME CATEGORY, DIFFERENT APPROACHES Watch the Vines at https://vine.co/v/hMtb1TgYJnw and https://vine.co/v/Mg25aX5MXWw
  37. 37. 37 BUILDING BRAND PREDISPOSITION Indexed scores, 100 = average for study 49 Minimum 126 Maximum
  38. 38. 38 VINE TAKEAWAYS • Celebrate the format • Simple, but not simplistic • Authentic, but not polished • Brand – or cue brand • One explicit message max • Play now, learn now
  39. 39. WRAPPING UP
  40. 40. 40 OBSERVATIONS IN A 6 TO 360 SEC WORLD IMPACT BRAND ASSOCIATIONS BRAND PREDISPOSITION Shorter LOWER - BUT CHEAPER MORE SINGLEMINDED, MORE RATIONAL YES 30s YES - STRONGEST PERSUASION Shortest LOWEST – BUT HIGH POTENTIAL ONE EXPLICIT, REINFORCE MULTIPLE IMPLICITLY YES – VIA SALIENCE Longest HIGHER BUT MORE NICHE APPEAL MORE COMPLEX, MORE EMOTIONAL YES – SHORT AND LONG TERM Longer HIGHER BUT MORE EXPENSIVE MORE COMPLEX, MORE EMOTIONAL YES – BUILD EQUITY
  41. 41. 41 THE PERFECT MIX IN A 6 TO 360 SEC WORLD When to use 15s When to use 30s When to use 60s TO STRETCH BUDGET CUT DOWNS SIMPLE COMMUNICATION NEEDS COMMUNICATING BASIC IDEAS AND REMINDING NEW PRODUCT NEW CAMPAIGN OR AFTER LONG HIATUS COMPLEX OR MULTIPLE MESSAGES NEW VARIANT MORE COMPLEX MESSAGES DEVELOPING STORIES FOR HIGH INVOLVEMENT BUZZ AS AN EVENT When to use Vines ASSUME LOW REACH/ HIGH SOCIAL POTENTIAL (FOR NOW) SURPRISE AND DELIGHT SALIENCE REINFORCEMENT FOR RESONANCE When to use long form ASSUME LOW REACH/ SOCIAL POTENTIAL OR NICHE/ TRANSIENT RELEVANCE INSPIRING STORIES FOR FANS WHO CAN’T GET ENOUGH IMMERSION AS A REWARD
  42. 42. FROM SIX SECONDS TO SIX MINUTES @darenatmb @dsouthgate @millward_brown

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