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Creativity in the time of Big Data

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Talk given to Miami Ad School, Europe students on 15th August, 2013. By Simon Law, CSO at Fabric.
The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!

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Creativity in the time of Big Data

  1. 1. A talk for the planners and creatives of Miami Ad School Simon Law - August 2013 www.simon-law.com
  2. 2. Page 2 Simon Law – Chief Strategy Officer, Fabric
  3. 3. Page 3 Fabric Creative shop and data platform
  4. 4. Page 4 This talk is about the (near) future… 2. Targeted Media 1. Big Data 3. The new rules for Creativity The Future
  5. 5. Page 5 But it‟s also about today
  6. 6. Page 6 And how we make something better #someecards.com
  7. 7. Page 7 Because advertising can be great (not just good) #psfk.com http://youtu.be/rfQleI8Ttt0
  8. 8. Page 8 And, depending on who you listen to, this is the future Now that advertisements are more algorithm than Mad Men … the value of the merger will be tested by whether it ushers in the second golden age of advertising. It can do so only by merging the data and analytics of 21st century invention with the ideas and genius creativity of the first golden age of advertising, enabling efficiency and creativity to thrive side by side. #financialtimes
  9. 9. 1. Big Data
  10. 10. Page 10 Big Data is the new big thing #google
  11. 11. Page 11 But it isn‟t really a thing at all
  12. 12. Page 12 It‟s more of a capability, based on growing volumes
  13. 13. Page 13 Yet it might change the world… “Big Data will open the door to making smarter decisions in every field of human activity” #The New York Times, March 23, 2013
  14. 14. Page 14 #BBC Horizon: The Age of Big Data http://youtu.be/MjMIpQvnaDY Note: Full video embedded – click on after first few minutes!
  15. 15. Page 15 Big Divorce Data #American Express CMO @ Stream 2011
  16. 16. Page 16 Big Flu Data #Google Flu Trends
  17. 17. Page 17 Big Police Data #BBC Horizon: The Age of Big Data
  18. 18. Page 18 In other words, Behavioural Data What people really do Rather than what they claim in research groups The trails of their interests, their interactions and their affinity And gives planners the ability to start from facts and reality Not just googling to find out who’s published an opinion
  19. 19. Page 19 Which changes the brief…
  20. 20. Page 20 Some examples from our own world…
  21. 21. Page 21 The influence of people, not experts… #Fabricww.com
  22. 22. Page 22 The power of 5 checkouts… #Fabricww.com
  23. 23. Page 23 What Apple browsers buy… #Fabricww.com
  24. 24. Page 24 What Mums really want from recipes… #Fabricww.com
  25. 25. Page 25 And a KFC campaign for Young Adult Females… #Fabricww.com http://www.facebook-studio.com/gallery/submission/it-doesnt-count-if
  26. 26. 2. Targeted (Addressable) Media
  27. 27. Page 27 What Addressable Media is… Targeted Media = Addressable Media • Addressable media is where you can pick the audience specifically • In other words, the media can show a DIFFERENT ad to each person • That may be based on their demographics, or some kind of behaviour • BUT it’s always based on KNOWING something about the audience • It tends to be digital, but that doesn’t mean it’s banners any more…
  28. 28. Page 28 It exists in the obvious place
  29. 29. Page 29 But that‟s less about „banners‟ these days… #Wired Magazine, 2010
  30. 30. Page 30 #Google VOD
  31. 31. Page 31 #Channel 4
  32. 32. Page 32 #Channel 4
  33. 33. Page 33 #DirecTV
  34. 34. Page 34 #DirecTV
  35. 35. Page 35
  36. 36. Page 36 #YouView
  37. 37. Page 37 #Apple
  38. 38. Page 38 Addressable is NOT social listening
  39. 39. Page 39 #Facebook
  40. 40. Page 40 So, addressable media is coming But, what are you addressing?
  41. 41. Page 41 Have we seen you before? What were you interested in? Do we have any demog data? Does that fit one of our target groups? Where did you come from? Can we guess what you want? What time is it? What’s most relevant now? What ads have you seen before? Example targeting questions (i.e., Machine options) What’s your location? Does that change anything? Using the Groups we have and the Content we‟ve got available, what do we show?
  42. 42. Page 42 KFC: Dynamic Page Content – driving a 12% uplift Morning Young Males Teens Dinner #Fabric
  43. 43. Page 43 KFC: Weather-dependent
  44. 44. Page 44 Flora: Achieving 4x the recipe views, 2x engagement #Fabric
  45. 45. Page 45 Amazon: The „Daddy‟ of personalised site experiences
  46. 46. Page 46 But none of this goes far enough!
  47. 47. Page 47 Addressable makes new things possible • Mainly, it’s about Targeting – both Ads + Content But it also means: • Flighting (i.e., choosing what order people see ads/content in) • Capping frequency • Personalising ads/content (to a degree!) • Recognising who saw your ads/content later • Learning what effect those ads/content had • Seeing how people respond to ads/content (in reality, not in research)
  48. 48. Page 48 But Creepy Clevervs.
  49. 49. Page 49 Google policy is to get right up to the creepy line and not cross it. #Eric Schmidt, Google CEO
  50. 50. Page 50
  51. 51. Page 51
  52. 52. Page 52 It‟s not Minority Report http://youtu.be/7bXJ_obaiYQ
  53. 53. 3. The new rules for Creativity
  54. 54. Page 54 Agile Adaptive Real-time Dynamic Native Creativity
  55. 55. Page 55 Big Data means… ① Bolder Work
  56. 56. Page 56 Big Data means… ① ② Bolder Work Simpler Messages
  57. 57. Page 57 Big Data means… ① ② ③ Bolder Work Simpler Messages More Creative (more of it)
  58. 58. Page 58 Big Data means… ① ② ③ ④ Bolder Work Simpler Messages More Creative More Control
  59. 59. Page 59 Big Data means… ① ② ③ ④ ⑤ Bolder Work Simpler Messages More Creative More Control New Ideas
  60. 60. Page 60 #Nike+
  61. 61. Page 61 #Nike
  62. 62. Page 62 Sadly, this is rare!
  63. 63. Page 63 It‟s hard to find great work that genuinely uses Big Data beyond the planning phase…
  64. 64. Page 64 #Oreos Facebook http://youtu.be/ZDSc0V3AEnk
  65. 65. Page 65 #Fabric
  66. 66. Page 66 #Re-targeting – and the story of Andrew“2 Sheds” Freeman (of Harris Interactive)
  67. 67. Page 67 This has tended to be a media tool. And the media POV tends to be focused on how you reach an audience, rather than what you do WITH that audience.
  68. 68. Page 68 This is the next Big Opportunity for both planners & creatives
  69. 69. Page 69 And it‟s available right now…
  70. 70. 4. Facebook – The future, today…
  71. 71. Page 71 Facebook is Big Data
  72. 72. Page 72 Server farms the size of 4 football pitches Facebook processes 2.5 billion pieces of content and 500+ terabytes of data each day. It’s pulling in 2.7 billion Like actions and 300 million photos per day, and it scans roughly 105 terabytes of data each half hour. #Facebook, August 2012
  73. 73. Page 73
  74. 74. Page 74 Facebook can serve depending on: Location (inc. mobile location) Your age, sex, education Your interests and activities Your affiliation (Likes) to a brand (or not)
  75. 75. Page 75
  76. 76. Page 76 The most advanced targeting system on the planet – with over a Billion people But…
  77. 77. Page 77 THIS IS NO MORE ACCURATE THAN THE AVERAGE AD BREAK!
  78. 78. Page 78
  79. 79. Page 79
  80. 80. Page 80 It’s not all bad, though…
  81. 81. Page 81
  82. 82. Page 82 http://youtu.be/c2dXb_nqyjs
  83. 83. Page 83 #facebook.com/tedisreal
  84. 84. Page 84 52 million people in the UK aged 14+ c. 36 million on Facebook, aged 13+ = 69% of population on Facebook today #Facebook, 2012 Census
  85. 85. Page 85 #Fabric
  86. 86. Page 86 http://youtu.be/Y66uZVahRco
  87. 87. Page 87 So… • Facebook already has the targeting in place • People have done Cannes-winning work on Facebook, but it hasn’t yet leveraged the capabilities of Big Data and Addressable Media • Planners have leveraged Big Data, but not enough and it’s not yet been used to radically change the creative itself – more the briefing – and, more often than not, it’s Small Data rather than Big! • With Facebook launching Video Advertising, the ability to target a mass audience will become a very real possibility • And this isn’t the only show in town – think about YouTube, VOD, etc…
  88. 88. Page 88 As all these things become possible, future planners and creatives will conceive of something amazing… They will create a new campaign that goes into the hall of “awesome”. Will it be you?
  89. 89. Page 89 Three Thought Starters… ① Targeted Ads within Campaigns
  90. 90. Page 90 Campaign Idea Edit for Young Males Edit for Young Females Edit for Brand Loyalists Video Execution
  91. 91. Page 91 ① ② Targeted Ads within Campaigns Campaigns that Evolve Three Thought Starters…
  92. 92. Page 92 Campaign Launch See first day’s activity and responses Create specific ads to address response Monitor reactions and sales impact Re-edit TV campaign to increase interest
  93. 93. Page 93 ① ② ③ Targeted Ads within Campaigns Campaigns that Evolve Pre-testing in the real world Three Thought Starters…
  94. 94. Page 94 Client’s favourite cut/edit/ending Compromise version Creative team’s favourite cut/edit/ending All posted on YouTube and promoted for 3 days – results/data tracked Best- performing version gets aired on TV, plus VOD
  95. 95. Page 95 And… ① ② ③ ④ Targeted Ads within Campaigns Campaigns that Evolve Pre-testing in the real world Buying Facebook shares #Facebook shares: The value of an investment can go down as well as up and you may get back less than you put in
  96. 96. Page 96 The thought starters I’ve given you are dull. They’re rational approaches. This needs genius – the moment where it turns into something awesome. And that’s your challenge…
  97. 97. #Looney Tunes

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