Just like plants, animals, and radioactive elements, ads decay over time and eventually cease to function. This decay curve, also known as wear-out or ad fatigue, generally tends to look something like this, no matter what the underlying asset type, industry or format in question is. T varies, as does the slope of the decay, but the curve is the curve.
In bad news for marketers, T has begun to shrink over the past year as consumers seem to be growing less tolerant of seeing the same ad too many times. When coupled with the already expanding array of platforms, formats, and personalization requirements of targeted advertising, this is placing an increased burden on marketers of all sizes.
The good news is that at least marketers have real-time visibility into their progress along that curve. Whether it’s within media buying software, in tools like Google Analytics or Facebook Power Editor, or in 3rd party analytics platforms, performance data is available in abundance. No matter what KPI you’re tracking, you can track every single campaign as it moves along the curve, and know exactly when it crosses critical return thresholds.
Data is not the problem.
But when it comes to video, acting on that data is often impossible. If it takes two to four weeks to turn around new creative, by the time you get new assets it is usually too late. Being ‘of the moment’ is more important than ever today. Remember the Olympics? Vaguely? Well, that was 10 days ago.
Similarly, if it costs tens of thousands of dollars to rapidly turn around a testable array of fresh creative options, the cost/benefit of doing so is murky at best. In both cases, with no good alternatives, marketers have been forced to simply hope T is as long as possible and ride the curve straight down to the bottom.
At VidMob, we’ve been paying close attention to this problem and have been working with our clients and partners to craft what we hope will be a game-changing solution for marketers of all sizes. In essence, the solution we’ve been building focuses on making it both easy and cost-effective to generate testable arrays of new, custom creative in near real-time, as informed by the available data. We call it the Agile Creative Suite (TM).
Here are three of the key technical components that make the Agile Creative Process work so seamlessly:
1. WHERE YOUR MEDIA IS MATTERS.
We learned from talking to many of our clients that management of their library content was a severe point of friction. Even if they could find a legacy asset, all they usually had was the finished final draft. The raw assets and the associated edit files for the projects were almost never accessible, which meant that even the smallest change required them to basically start from scratch. We solved this by offering a service to our enterprise clients where we archive ALL of the associated media for every project. The final videos, sure. But also all of the raw files, the edit files, the communication trails, etc. In doing so, we make asset libraries infinitely more valuable for our clients, by reducing both the cost and friction associated with any media optimization.
2. DUPLICATE YOUR PROJECT, NOT YOUR WORKLOAD.
Next, we learned that our clients were basically just like us. They hated replicating work. Loading up a brief that had already been communicated, and re-treading conversations that had already been discussed simply annoyed people. So we built a single-click mechanism to duplicate any existing project. Doing so creates a new project that preserves all of the old media assets, the communication trails, and everything else. Instantly, you’re ready to begin work and the project is already 95 yards down the field.
3. SINGLE CLICK PUBLISHING INTO ALL APPROPRIATE AD ACCOUNTS.
The last step is publishing your newly optimized media so that you can instantly start testing them to see which versions to focus your spend on. VidMob’s integrations into the Ad API’s of all of the major platforms make this the simplest part of all.
What all of this means in practice is that by using VidMob’s Agile Creative Suite, our clients are able to react to data in ways never before possible. Within hours or a few days (depending upon the urgency), with minimal effort or overhead requirement, clients can create, transfer, and re-publish an array of entirely new creative. In doing so, the age-old decay curve takes on new shape.
What’s interesting about this new curve is that all of the shaded area is performance gain. In fact, because standard decay curves can be estimated with reasonable accuracy, it’s actually relatively easy to calculate just how much gain a marketer experiences through this process. I got kicked in the head a few too many times growing up, so my integral calculus skills aren’t what they were 20 years ago, but I know smarter folks than me can work through this quickly. That said, for decently sized campaigns, this gain can be in the hundreds of thousands of dollars, and for large campaigns, we believe it will save millions.
Perhaps most importantly, we believe that the Agile Creative Process has the potential to, at least in certain instances, help accelerate the changing the nature of online marketing. Arrested decay holds the promise of everlasting life, and as we all move more and more away from campaign-based marketing towards always-on approaches, we’re optimistic that the platform we’re building at VidMob will have a positive role to play in the emerging new world order in which marketers find themselves.
It might not be exactly the immortality solution that Gilgamesh and Ponce de Leon were looking for centuries ago, but, hopefully, it will be a bit more practical for those of us who are okay with growing old but want to build great businesses along the way.