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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!
Citation preview
A talk for the planners and creatives of Miami Ad School
Simon Law - August 2013
www.simon-law.com
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Simon Law – Chief Strategy Officer, Fabric
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Fabric
Creative shop and data platform
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This talk is about the (near) future…
2. TargetedMedia
1. Big Data
3. The new rules for Creativity
The Future
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But it’s also about today
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And how we make something better
#someecards.com
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Because advertising can be great (not just good)
#psfk.com
http://youtu.be/rfQleI8Ttt0
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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
1. Big Data
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Big Data is the new big thing
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But it isn’t really a thing at all
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It’s more of a capability, based on growing volumes
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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
Page 14 #BBC Horizon: The Age of Big Data
http://youtu.be/MjMIpQvnaDY
Note: Full video embedded – click on after first few minutes!
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Big Divorce Data
#American Express CMO @ Stream 2011
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Big Flu Data
#Google Flu Trends
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Big Police Data
#BBC Horizon: The Age of Big Data
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In other words, Behavioural Data
What people really doRather 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
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Which changes the brief…
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Some examples from our own world…
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The influence of people, not experts…
#Fabricww.com
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The power of 5 checkouts…
#Fabricww.com
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What Apple browsers buy…
#Fabricww.com
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What Mums really want from recipes…
#Fabricww.com
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And a KFC campaign for Young Adult Females…
#Fabricww.com
http://www.facebook-studio.com/gallery/submission/it-doesnt-count-if
2. Targeted (Addressable) Media
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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…
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It exists in the obvious place
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But that’s less about ‘banners’ these days…
#Wired Magazine, 2010
Page 30 #Google VOD
Page 31 #Channel 4
Page 32 #Channel 4
Page 33 #DirecTV
Page 34 #DirecTV
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Page 36 #YouView
Page 37 #Apple
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Addressable is NOT social listening
Page 39 #Facebook
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So, addressable media is coming
But, what are you addressing?
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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?
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KFC: Dynamic Page Content – driving a 12% uplift
Morning
Young Males Teens
Dinner
#Fabric
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KFC: Weather-dependent
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Flora: Achieving 4x the recipe views, 2x engagement
#Fabric
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Amazon: The ‘Daddy’ of personalised site experiences
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But none of this goes far enough!
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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)
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But
Creepy Clevervs.
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Google policy is to get right up to the creepy line and not cross it.
#Eric Schmidt, Google CEO
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It’s not Minority Report
http://youtu.be/7bXJ_obaiYQ
3. The new rules for Creativity
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AgileAdaptive
Real-timeDynamic
Native
Creativity
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Big Data means…
① Bolder Work
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Big Data means…
①
②
Bolder Work
Simpler Messages
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Big Data means…
①
②
③
Bolder Work
Simpler Messages
More Creative (more of it)
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Big Data means…
①
②
③
④
Bolder Work
Simpler Messages
More Creative
More Control
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Big Data means…
①
②
③
④
⑤
Bolder Work
Simpler Messages
More Creative
More Control
New Ideas
Page 60 #Nike+
Page 61 #Nike
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Sadly, this is rare!
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It’s hard to find great work thatgenuinely uses Big Data beyond
the planning phase…
Page 64 #Oreos Facebook
http://youtu.be/ZDSc0V3AEnk
Page 65 #Fabric
Page 66 #Re-targeting – and the story of Andrew“2 Sheds” Freeman (of Harris Interactive)
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This has tended to be a media tool.
And the media POV tends to be focusedon how you reach an audience,
rather than what you do WITH that audience.
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This is the next Big Opportunity
for both planners & creatives
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And it’s available right now…
4. Facebook – The future, today…
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Facebook is Big Data
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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
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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)
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The most advanced targeting system on the planet – with over a Billion people
But…
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THIS IS
NO MORE
ACCURATETHAN THE
AVERAGE AD
BREAK!
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It’s not all bad, though…
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http://youtu.be/c2dXb_nqyjs
Page 83 #facebook.com/tedisreal
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52 million people in the UK aged 14+
c. 36 million on Facebook, aged 13+
= 69% of population on Facebook today
#Facebook, 2012 Census
Page 85 #Fabric
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http://youtu.be/Y66uZVahRco
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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…
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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?
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Three Thought Starters…
① Targeted Ads within Campaigns
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Campaign Idea
Edit for Young Males
Edit for Young Females
Edit for Brand Loyalists
Video Execution
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①
②
Targeted Ads within Campaigns
Campaigns that Evolve
Three Thought Starters…
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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
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①
②
③
Targeted Ads within Campaigns
Campaigns that Evolve
Pre-testing in the real world
Three Thought Starters…
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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
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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
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The thought starters I’ve given you are dull.They’re rational approaches.
This needs genius – the moment whereit turns into something awesome.
And that’s your challenge…
#Looney Tunes
