THE MOBILE NEWSFEEDIS THE BIG
OPPORTUNITY

FACEBOOK VIDEO NOW REACHING MORE
THAN 90 MILLION PEOPLE IN THE US 90% OF FACEBOOK USERS ARE WATCHING VIDEO ON MOBILE DEVICES

THE DIFFERENCES BETWEEN ACTIVE &
PASSIVE ACTIVE CONTENT CONTENT VIEWERS CHOOSE TO WATCH NEWSFEED SCROLL SOUND OFF AUTOPLAY VERTICAL VIEWING PASSIVE CONTENT CONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE PRE-ROLL / TV SOUND ON FORCED VIEW HORIZONTAL VIEWING

SO HOW DO YOU EFFECTIVELY
BUILD VIDEO FOR ACTIVE ENVIRONMENTS?

DETERMINED WHICH CREATIVE ELEMENTS HELPED
DRIVE LONGER VIEW THROUGH RATES BY ANALYZING 100+ FACEBOOK VIDEOS

WE STARTED WITH A DEFINITIVE
FORMULA CUTS OVER PANS NO SOUND ACTION THEN TITLES USE OVERSIZED TEXT HAVE A FOCUS VERTICAL VIEWING ABC

BUT MOVED TOWARD A MORE
FLEXIBLE TEMPLATE (Choosing a few creative elements per box) No Sound Autoplay Cropping for Mobile Focusing In on Key Characters Oversized Text Newsfeed Environment Title Cards Integrated Supers Show Product / Branding in Situ Contextual/Compelling Opening Frame Don’t bury the leading content Leveraging Brand Iconography Providing a reason (key benefit) to watch Simplifying key messages Shortening Duration Quick Cuts Start with a Question Vertical Viewing

RAN FACEBOOK VIDEO STUDIES TO
DETERMINE EFFECTIVENESS Original edit for TV Audience A saw: Updated edit per platform considerations Audience B saw:

CASE STUDY 1: WRIGLEY’S 5
GUM

● Updated animated title card
to grab viewer attention and introduce “life happens in 5” messaging ● Added supers to contextualize “will he dare?” narrative ● Lightened footage for better comprehension in feed environment ● Cut down the film length, maximizing action and focusing on countdown to engage viewer ● Resized to square to increase visibility in feed environment WHAT WE DID

THE RESULTS Source: Facebook Brand
Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook. 8PTS. INCREASE IN AD RECALL 7X INCREASE IN IMPRESSIONS OF THOSE WHO WATCHED THROUGH THE KEY MESSAGE

CASE STUDY 2:
WELLS FARGO

WHAT WE DID ● Resized
to square to increase visibility in feed environment ● Added supers to clearly convey “easy debit card replacement”message without sound ● Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering ● Moved initial brand mention earlier

THE RESULTS Source: Facebook Brand
Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook. 3PTS. INCREASE IN AD RECALL 2X MORE IMPRESSIONS WHO REACHED THE WELLS FARGO BRANDING SECTION IN THE VIDEO 8-POINT INCREASE IN MESSAGE ASSOCIATION (COMPARED WITH 5.7 POINTS FOR THE TV EDIT)

WHAT WE LEARNED PROVIDING OPTIONS
ALLOWS CREATIVE TEAMS TO COME BACK WITH CREATIVE SOLUTIONS THAT WORK FOR EACH INDIVIDUAL VIDEO Ownership CreativityFlexibility

WHAT WE LEARNED ADAPTING FOR
FEED SIGNIFICANTLY IMPROVES CREATIVE EFFECTIVENESS