BRINGING THE
CERTAINTY OF SCIENCE
TO THE ART OF
BRAND MARKETING
MELINDA
McLAUGHLIN
CHIEF
MARKETING
OFFICER
HOLD IT RIGHT
THERE BUDDY.
I’M TALKING
TO YOU.
MOVE THEM.
INSPIRE THEM TO
MOVE INSIDE YOUR
STORY.
CREATIVITY:
SOLVING A CHALLENGE
IN A NOVEL WAY
FIRST THINGS FIRST:
1. VIDEO RULES
2. PEOPLE LOVE/WANT
IT EVERYWHERE
3. MORE TIME IS
BETTER!
9
Time Spent (Hours Per Week)
8 5 12
Source: Frank N. Magid Associates Inc., 2012, Tremor Video commissioned study
CREATIVITY.
CREATIVITY. UNLEASHED.
PAC SUN VIDEO
GEICO VIDEO
AUDI VIDEO
CAN WE TALK?
LET’S GET THIS TWO
WAY CONVERSATION
GOING!
CREATIVITY AIN’T WHAT IT
USED TO BE
38% OF AD AGENCIES
FIND PLANNING PHASE
TO BE DIFFICULT
40% OF AD AGENCIES
FIND CREATIVE PHASE
TO BE DIFFICULT
38% OF AD AGENCIES
FIND EXECUTION PHASE
TO BE DIFFICULT
Source: DataXu and DIGIDAY, Digital Advertising State of the Industry Survey, Dec. 9, 2010; Casale Media, June 2011
CONSUMER EXPECTATIONS
ARE DIFFERENT.
COLLABORATION IS KEY.
WHAT’S MOST IMPORTANT?
NOT SKIPPING YOUR AD
SEEING YOUR AD
SEEING ALL OF YOUR AD
ENGAGING WITH YOUR AD
THAT’S MY BOY SPR
VIDEO
TIME SPENT
WITH CREATIVE
IS DIFFERENT
IMPACT OF
ENGAGEMENT
ON BRAND
LIFT
WHEN VIEWERS
CHOOSE TO ENGAGE,
THEY EXHIBIT
SIGNIFICANTLY
GREATER INTENT.
CAMPAIGN FLIGHT:
January – April 2012
SAMPLE SIZE:
300,783
6 INDUSTRIES:
Travel, Homecare, Beauty,
Technology, Beverages,
Entertainment
10 CAMPAIGNS
KEEP YOUR ON
THE PRIZE
MOVE THEM.
(AND MEASURE THE MOVEMENT)
MEASURE
IMPACT
UNDERSTAND
ENGAGEMENT
KNOW WHEN
& WHERE
KNOW WHY IT
WORKED
Quick One Question Survey YOUR VIDEO WILL RESUME AFTER VOTING
WHICH CAR WOULD YOU DESCRIBE
AS “FITS MY LIFESTYLE”?
FORD FUSION
NISSAN LEAF
VOLKSWAGON JETTA
TOYOTA PRIUS
THANKS!
Q&A