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Video, banners, new agencies

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  • 1. 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez. About video ads vs display ad banners ROI and new advertising agencies scenario
  • 2. 1 Will video be king? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 3. Ad video is the advertising format that converge most with consumers and advertisers desires on the Internet VIDEO = one of the easiest ways to get information or have fun VIDEO = the first media channel where people can join VIDEO = a democratic content creation VIDEO = the best format for virality VIDEO = a versatile format to include in all types of communication VIDEO = one of the best formats to engage with people 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 4. 2 Will the cost of producing great video ads deliver a better ROI than traditional display? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 5. First of all, how can we measure the ROI of an advertising video? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 6. So, what’s the main difference measuring an advertising video ads vs. traditional banner display ads? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez. Video Ads is not about delivering “clicks”: it’s about engagement So, the click here will be a much more valuable click as the customer is a HIGHLY engaged customer. Video Ads are not about getting a fast tactical click but about getting the person to actually engage with the brand and hence measurement of success itself will change .
  • 7. In most of campaign objectives, video ad’s deliver a better ROI than traditional display 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 8. Rich media with video has best results for brand favourability Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 9. Rich media with video has best results for aided brand awareness Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 10. Rich media with video has best results for purchase intent Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 11. Rich media with video has a similar results for online ad awareness Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 12. Rich media with video has worse results for message association Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 13. In conclusion: which format is more effective? Videos run as advertisements receive CTR between 4 and 7 times that of image banner ads. Users tend to watch more than 2/3rd of the video on average So, we could conclude that based on these figures, is the format which is leading to a better result and not the cost of the particular piece of advertising 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 14. 3 How will agencies need to adapt to meet their client needs? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 15. New ad agencies will have to expand their strategic approach to advertisers’ briefings and change their cultural mindset regarding measurement 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 16. And that shift will need structural changes within the agencies 29/10/09
  • 17. 4 What will entice the consumers to click on an ad? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.
  • 18. An ad needs to call the attention through several characteristics
    • Size
    • Colours
    • Animation
    • Placement
    • Brand
    • Interaction
    • Design
    • Prescription
    • USP
    • Surprise intuition
    • Identification
    • Call to action
    • Click friendly
    • Intrigue
    29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez. Advertising formats will need to be more compelling, attractive, surprising and innovative each time, in order to stand out over the great and multiple impacts users are receiving each day in the Internet and mobile devices
  • 19. So it’s not really about the click, but the value of the click 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez. Companies need to get off the ”click game" as it will make it commoditized They must generate value in the product
  • 20. Sources http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/589299130/1363#seenit http://www.reelseo.com/video-ads-more-effective/ http://www.banditads.com/ http://www.simdalom.com/blog/2009/01/09/el-nuevo-modelo-de-agencia/ http://www.infobrand.com.ar/notas/9783-Las-agencias-de-publicidad-se-reinventan-en-el-nuevo-escenario-digital http://www.articlesbase.com/software-articles/steps-for-effective-banner-design-569039.html Research Report “The Brand Value of Rich Media and Video Ads”, Double Click, June 2009 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.