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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

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Creating Thumbstopping Content in the Newsfeed

  • 2. FACEBOOK VIDEO NOW REACHING MORE THAN 90 MILLION PEOPLE IN THE US 90% OF FACEBOOK USERS ARE WATCHING VIDEO ON MOBILE DEVICES
  • 3. 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
  • 4. SO HOW DO YOU EFFECTIVELY BUILD VIDEO FOR ACTIVE ENVIRONMENTS?
  • 5. DETERMINED WHICH CREATIVE ELEMENTS HELPED DRIVE LONGER VIEW THROUGH RATES BY ANALYZING 100+ FACEBOOK VIDEOS
  • 6. WE STARTED WITH A DEFINITIVE FORMULA CUTS OVER PANS NO SOUND ACTION THEN TITLES USE OVERSIZED TEXT HAVE A FOCUS VERTICAL VIEWING ABC
  • 7. 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
  • 8. RAN FACEBOOK VIDEO STUDIES TO DETERMINE EFFECTIVENESS Original edit for TV Audience A saw: Updated edit per platform considerations Audience B saw:
  • 10.
  • 11. ● 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
  • 12. 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
  • 14.
  • 15. 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
  • 16. 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)
  • 17. WHAT WE LEARNED PROVIDING OPTIONS ALLOWS CREATIVE TEAMS TO COME BACK WITH CREATIVE SOLUTIONS THAT WORK FOR EACH INDIVIDUAL VIDEO Ownership CreativityFlexibility
  • 18. WHAT WE LEARNED ADAPTING FOR FEED SIGNIFICANTLY IMPROVES CREATIVE EFFECTIVENESS