Flashtalking Webinar - The New Creative Paradigm
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How can we best structure our organisational processes to efficiently send relevant and effective messages to consumers? In this webinar, John Nardone, CEO of Flashtalking, and Alan Schulman, Managing Director of brand creative and content marketing at Deloitte Digital, will discuss: • How to remove silos in your organisation • Changing the traditional order of creative strategy vs. media strategy • How to address consumers based on their location and attention spans – whether they are on the go, killing time at home or focused at work • Leveraging repetition and varied ad messages that match your consumer’s mindset • Developing message architecture that prevents “overengineered” campaigns and saves your company money and time
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Flashtalking Webinar - The New Creative Paradigm
- 1. The New Creative Paradigm A New Creative Process To Connect with Distracted Consumers John Nardone Alan Schulman CEO Flashtalking Director of Brand Creative and Content Marketing, Deloitte Digital
- 2. TheNewCreativeParadigm Fraud Brand Safety Viewability Setbacks Data Automation Targeted Efficient Accountable Promise © Flashtalking 2017 Confidential
- 3. TheNewCreativeParadigm The consumer has changed but the ad campaign process has not Connect with meaningful communication © Flashtalking 2017 Confidential
- 4. >< Delivering the Art and Science Behind the Perfect Message. (Analogue device not counted) 2 4 3 1 “Chronically Distracted” To address fragmented attention spans Marketers must address customers with creative and relevant communication across channels. © Flashtalking 2017 Confidential
- 5. TheNewCreativeParadigm The world changed forever in June 2007 © Flashtalking 2017 Confidential
- 6. TheNewCreativeParadigm How to address consumers in different states of attention Cognitive Processing Multitasking Impacts on Advertising http://www.flashtalking.com/new-creative-paradigm-white-paper-request/ Understanding New Consumer Behavior Patterns September 2017 © Flashtalking 2017 Confidential
- 7. TheNewCreativeParadigm The amount of stimulation your brain can process through all of your senses. Perceptual Load The Filtering Effect The Control Factor © Flashtalking 2017 Confidential
- 8. TheNewCreativeParadigm Lower Ad Recall “Inattentional Blindness” Lower Engagement -25% © Flashtalking 2017 Confidential
- 9. TheNewCreativeParadigm LOW CONTROL FACTOR HIGH CONTROL FACTOR HIGH PERCEPTUAL LOAD LOW PERCEPTUAL LOAD © Flashtalking 2017 Confidential
- 10. TheNewCreativeParadigm LOW CONTROL FACTOR HIGH CONTROL FACTORHIGHPERCEPTUALLOAD LOWPERCEPTUALLOAD Distracted Multitasking Out of the home On The Go © Flashtalking 2017 Confidential
- 11. TheNewCreativeParadigm LOW CONTROL FACTOR HIGH CONTROL FACTORHIGHPERCEPTUALLOAD LOWPERCEPTUALLOAD Distracted Multitasking Out of the home On The GoOn The Go • Contextual relevance is key • High frequency and message repetition © Flashtalking 2017 Confidential
- 12. TheNewCreativeParadigm Contextual Relevance is key High frequency and message repetition LOW CONTROL FACTOR LOWPERCEPTUALLOAD Distracted Multitasking Mobile Devices On The Go HIGH CONTROL FACTOR Task Focused Desktop or Mobile Stationary Location At Work HIGHPERCEPTUALLOAD © Flashtalking 2017 Confidential
- 13. TheNewCreativeParadigm Contextual Relevance is key High frequency and message repetition LOW CONTROL FACTOR LOWPERCEPTUALLOAD Distracted Multitasking Mobile Devices On The Go HIGH CONTROL FACTOR Task Focused Desktop or Mobile Stationary Location At Work HIGHPERCEPTUALLOAD At Work • Contextual, behavioral targeting are effective • Medium frequency • Varied messages © Flashtalking 2017 Confidential
- 14. TheNewCreativeParadigm - Contextual Relevance is key High frequency and message repetition LOWPERCEPTUALLOAD Distracted Multitasking Mobile Devices On The Go Contextual, behavioral targeting are effective Medium frequency Varied messages Task Focused Desktop or Mobile Stationary Location At Work HIGH CONTROL FACTORHIGHPERCEPTUALLOAD Entertainment “Killing time” TV + Online Multi-screen at Home LOW CONTROL FACTOR © Flashtalking 2017 Confidential
- 15. TheNewCreativeParadigm - Contextual Relevance is key High frequency and message repetition LOWPERCEPTUALLOAD Distracted Multitasking Mobile Devices On The Go Contextual, behavioral targeting are effective Medium frequency Varied messages Task Focused Desktop or Mobile Stationary Location At Work HIGH CONTROL FACTORHIGHPERCEPTUALLOAD Entertainment “Killing time” TV + Online Multi-screen at HomeMulti-screen at Home • Audience, behavioral targeting • Use creativity, humor, storytelling • High frequency • Varied messages LOW CONTROL FACTOR © Flashtalking 2017 Confidential
- 16. TheNewCreativeParadigm Contextual Relevance is key High frequency and message repetition Distracted Multitasking Mobile Devices On The Go Contextual, behavioral targeting are effective Medium frequency Varied messages Task Focused Desktop or Mobile Stationary Location At Work HIGH CONTROL FACTOR Audience, behavioral targeting Use creativity, humor, storytelling High frequency Varied messages Entertainment “Killing time” TV + Online Multi-screen at Home Entertainment Content Focused Desktop, tablet or TV Content Focused at Home HIGHPERCEPTUALLOAD LOWPERCEPTUALLOAD LOW CONTROL FACTOR © Flashtalking 2017 Confidential
- 17. TheNewCreativeParadigm Contextual Relevance is key High frequency and message repetition Distracted Multitasking Mobile Devices On The Go Contextual, behavioral targeting are effective Medium frequency Varied messages Task Focused Desktop or Mobile Stationary Location At Work HIGH CONTROL FACTOR Audience, behavioral targeting Use creativity, humor, storytelling High frequency Varied messages Entertainment “Killing time” TV + Online Multi-screen at Home Entertainment Content Focused Desktop, tablet or TV Content Focused at Home HIGHPERCEPTUALLOAD LOWPERCEPTUALLOAD Content Focused at Home • Audience targeting • High impact, rich formats • Enhanced creativity • Low frequency • High variation LOW CONTROL FACTOR © Flashtalking 2017 Confidential
- 18. TheNewCreativeParadigm Desktop, tablet or TV HIGH CONTROL FACTORHIGHPERCEPTUALLOAD LOWPERCEPTUALLOAD Content Focused at Home LOW CONTROL FACTOR Multi-screen at Home HIGH CONTROL FACTOR Task Focused Desktop or Mobile Stationary Location At WorkAt Work Distracted Multitasking Out of the home On The GoOn The Go HIGHPERCEPTUALLOAD 80% © Flashtalking 2017 Confidential
- 19. TheNewCreativeParadigm Effective Multiple Exposures Smarter Retargeting Relevance to purchase behavior Improve Frequency Yield Contextual Relevance Keyword messages that acknowledge their environment Rich Storytelling Interactive engagement © Flashtalking 2017 Confidential
- 20. The process must be updated and new skills must be acquired to take advantage of this technology The tech is already here © Flashtalking 2017 Confidential
- 21. TheNewCreativeParadigm The Old Way Today The New Paradigm Media Distributed Creative-Led Creative Fulfills Media-Led Collaborative Media-Creative Creative must regain its seat at the table © Flashtalking 2017 Confidential
- 22. TheNewCreativeParadigm A New Creative Development Process for Data-driven, Dynamic Creative © Flashtalking 2017 Confidential
- 23. TheNewCreativeParadigm Assemble your team The working process must be established by the client © Flashtalking 2017 Confidential
- 24. TheNewCreativeParadigm 1 Empower the creative team 2 Define message audiences 3 Develop creative Brief 4 Create message architecture 5 Creative/ production framework New five step process © Flashtalking 2017 Confidential
- 25. TheNewCreativeParadigm Empower the Creative Team1 Explore what is possible Examples Formats Tactics Best Practices Understand the data Data to inform and inspire Data to indicate or activate experience How will success be measured? What is success? What metrics? What data and analytics framework? © Flashtalking 2017 Confidential
- 26. TheNewCreativeParadigm Define message audiences2 Moms with families Within the media target, what sub-audiences or circumstances suggest a different “voice”? Moms with teenagers Moms with toddlers Working Moms Stay at Home Moms © Flashtalking 2017 Confidential
- 27. TheNewCreativeParadigm Define message audiences2 Within the media target, what sub-audiences or circumstances suggest a different “voice”? Best Practice: Do not over-burden media targeting by making every sub-audience and message a separate buying line. © Flashtalking 2017 Confidential
- 28. TheNewCreativeParadigm College Homeowner Small Business Define message audiences2 Everyone is a target for toilet paper! © Flashtalking 2017 Confidential
- 29. TheNewCreativeParadigm New creative brief The old way 3 1 Customer Audience 1 Brand Message © Flashtalking 2017 Confidential
- 30. TheNewCreativeParadigm New creative brief Time of day Day of Week Sports Season Holidays Events Home In Car At Work Weather Mobile Tablet Desktop Big screen Multi- screen Task oriented Content- focused Killing time Sequence Story telling Includes time and consumer circumstances 3 Find the key elements and bring that to life © Flashtalking 2017 Confidential
- 31. TheNewCreativeParadigm THE OLD WAY New creative briefTime and Circumstance 3 © Flashtalking 2017 Confidential
- 32. TheNewCreativeParadigm THE OLD WAY Special days you stock the fridge for your Cinco celebration © Flashtalking 2017 Confidential
- 33. TheNewCreativeParadigm THE OLD WAY Special days your team makes the playoffs © Flashtalking 2017 Confidential
- 34. TheNewCreativeParadigm THE OLD WAY Special days it doesn’t feel like a Monday Day of Week © Flashtalking 2017 Confidential
- 35. TheNewCreativeParadigm THE OLD WAY WeatherSpecial days the coolest place to be is the beach Day of Week © Flashtalking 2017 Confidential
- 36. TheNewCreativeParadigm Message Architecture THE OLD WAY Don’t over-engineer communication Build around a central idea Visualize the logic so that everyone can understand the strategy and execution 4 © Flashtalking 2017 Confidential
- 37. TheNewCreativeParadigm Dynamic Native can address the “middle” of a funnel-based message architecture Branding Dynamic Native for Mid Funnel Engagement Direct response Message Architecture4 © Flashtalking 2017 Confidential
- 38. TheNewCreativeParadigm DMP audience Message Contextual Message Product Page Retargeting Category Page Retargeting Sequential Msg Message Architecture4 © Flashtalking 2017 Confidential
- 39. TheNewCreativeParadigm Maximize Creative Flexibility Make Custom Templates, Then Scale Track Separately All into 1 template 4 base files, 10 variablesOR Creative / Production Framework5 © Flashtalking 2017 Confidential
- 40. TheNewCreativeParadigm Data-Driven Marketing More Complicated © Flashtalking 2017 Confidential
- 41. TheNewCreativeParadigm Media Landscape More Fragmented © Flashtalking 2017 Confidential
- 42. TheNewCreativeParadigm Consumer Distracted multitasker with cognitive overload © Flashtalking 2017 Confidential
- 43. TheNewCreativeParadigm Media Supply Chain Awkward Adolescence © Flashtalking 2017 Confidential
- 44. TheNewCreativeParadigm Adapt Evolve Rise to the Challenge © Flashtalking 2017 Confidential
- 45. TheNewCreativeParadigm Data-driven© Flashtalking 2017 Confidential
- 46. TheNewCreativeParadigm is ready to help. © Flashtalking 2017 Confidential
- 47. TheNewCreativeParadigm Email sales@flashtalking.com for strategic help Alan Schulman Insights from the creative perspective Q&A Programmatic Creative Playbook We will email you a link © Flashtalking 2017 Confidential
- 48. TheNewCreativeParadigm Alan Schulman Insights from the creative perspective © Flashtalking 2017 Confidential
- 49. Thank You John Nardone Alan Schulman CEO Flashtalking Director of Brand Creative and Content Marketing, Deloitte Digital