Celebrating Social Media Day with Mashable

In 2010, Mashable declared June 30th Social Media Day. In true social fashion (because social media never sleeps), Mashable launched this year’s celebration with a fully-curated, jam-packed 27 hours of live talks with industry leaders and influencers from every corner of the social media world.

VidMob was thrilled to have our very own Stephanie Bohn kick off 2018’s #SMDay with a discussion on the dramatic shifts we’re seeing as more and more platforms prioritize video, and why brands need to focus their attention on developing highly personalized, quality creative now more than ever.

To see Bohn’s full presentation, head on over to Mashable’s #SMDay Facebook page or take a peek at the highlights below:

We all know social video is quickly becoming
the way the world communicates…

but with over 50 different social ad types available,
it can be confusing to know where to start.

Especially if you still approach advertising like Don Draper…

In today’s world, you need more than just amazing creative–you need
amazing creative that’s tailored to your target individual.

So, with over 50 ad types and a need for fully custom creative,
how are brands supposed to keep up?

Start here,

always keep this top of mind,

and make sure to gather insights
that you can actually use. Because…

Find out if your data is telling you what you need to know.
Or let our Agile Creative Studio do it for you.

No stress. We got you.

It’s Official! VidMob Joined the Pinterest Marketing Partner Program

We’re so excited to be chosen to join Pinterest’s new PMP Creative specialty. Pinterest launched this program to help brands maximize opportunities to engage Pinners with inspiring expressions of brands, products, and services. Tapping into VidMob’s global network of expert video creators and deep learning creative insights, brands can quickly scale production of high-performance Pins that drive brand favorability and purchase intent.

Here’s an example of a campaign we recently worked on for General Mills who launched a series of popular video Pins about innovative Chex® recipes.

 

To commemorate the partnership, we co-hosted a party at Cannes Lions with Pinterest. Themed ‘Cocktails & Creativity’ we featured live editing by one of our top creators, Hayley Carloni, giving party-goers a chance to see themselves in video Pins. Who doesn’t love five seconds of fame?

Cannes Lions Daily Wrap: Mercredi

Bonsoir, happy Wednesday, and welcome back! Day three of The Cannes Festival has come to a close. Once again, here’s a glance at some top events and exciting bits that caught our eyes and ears. There’s a lot happening across the world, and two more days still to come! So, without further ado…

No Ferris Wheel? See What Snapchat Is Up to This Year Instead…

Photo courtesy of: https://www.adweek.com/creativity/heres-what-you-need-to-know-about-cannes-lions-on-day-2/

In attempts to top their iconic Ferris wheel of years past, Snapchat is going all out to flex their Cannes-worthy creativity by transforming the Centre D’art La Malmaison into an “immersive audio-video installation” with visual artist Christian Marclay.

The installation, which is titled Snap Stories, is a nod to both Marclay’s signature work, The Clock, and the ephemeral nature of Snapchat’s Story feature. Both explore the nature of content and time—Snapchat’s Stories are threaded, 10-second snapshots that last a day, and Marclay’s The Clock recounts an entire day in one-second clips. Combined, the Snap Stories experience recontextualizes publicly submitted Snaps into five rooms that all play off the concept of sound. Each room has its own unique aesthetic, tone, and vibe, but these were our favorites:

All Together: This room recaps over 400 Snaps sequenced by Marclay himself, which adds up to a four-and-a-half minute orchestra of common, everyday activities, like walking and eating.

The Organ: Invites guests to play on an interactive keyboard, where Snaps are organized by their pitch. Every note played flashes a corresponding image on the screen. In essence, songs like Mary Had a Little Lamb now have their very own visual symphony of Snapchats.

Sound Tracks: Applies the slow-motion filter from Snapchat to turn everyday tools, toys, and activities into sounds reminiscent of horror movies.  Now the simple act of ringing a doorbell or playing the violin all sound akin to a scene from your favorite scary movie.

The exhibition is open (and free!) to all visitors until June 22—go check it out!

Some Clean Winners: LADbible and Plastic Oceans

Photo courtesy of: http://creativity-online.com/work/ladbibleplastic-oceans-the-trash-isles/54849

Pairing up with AMV BBDO in London, LADbible and Plastic Oceans won the Design Grand Prix for their campaign “The Trash Isles.” The heart of the campaign was a petition to the UN to recognize the growing mass of ocean plastic as an official country. The hope was to not only shine a spotlight on the almost absurd amount of trash accumulating in our oceans but to get world leaders to finally tackle the issue head-on—because recognizing the island of trash as its own country would mean, legally, governments would be required to act and clean it up. To learn more about this inspiring campaign and the 200,000 people recruited to become citizens of the Trash Isles, click here.

Want to see what else the team is up to in Cannes? Here’s how we’re kicking it with our partners:

James, Jerry, Jill, and Jeph (just kidding, Steph) snap a few filtered pics at the Snapchat Booth. Basic and beautiful, team!

When a client asks if VidMob can produce stellar Instagram Stories in 24 hours:

James rolling up to the Cannes afterparty like…

When all your friends get laminated, printed name tags and you want to feel included…nice try Greg!

That’s all for now, check back tomorrow for more news, events, and more!

Want to know what happened earlier this week? Check out our recaps from Monday and Tuesday for the scoop.

Human Creativity: The Next Dimension

VidMob Partners with Amazon to Tap the Power of Machine Learning for Content Creation, Optimization, and Discovery

This is the start of a new chapter for VidMobthe launch of the Agile Creative StudioTM.

We have spent the past seven months building a first-of-its-kind creative insights platform to enable marketers to understand, at a deep level, which creative choices drive business goals. Up until now, marketers have been limited to “asset level” performance data, e.g. Asset A did better/worse than Asset B. No data to explain why, and thus, nothing to take action on.  Guesswork is so 2017. We are building a complete set of tools to give brands a comprehensive understanding of how specific creative attributes within videos impact campaign performance.

Not sure where to place your logo?
Wondering which color pairings drive view duration?
Curious as to how a celebrity spokesperson impacts conversion?

We can tell you.

Want to know if showing the puppy boosts ROAS?
Need to prove to your boss that giggles drive more leads?
Interested to know if drum beats generate higher ROI than violin melodies?

Easy.

The Agile Creative Studio is about knowing which creative characteristics move the needle on the KPIs you care about. It doesn’t end there, because, what good is knowing cool stuff if you can’t act on it?  Our creative analysts and expert creators are at the ready to deliver optimized creative assets based on insights while campaigns are live. This means your creative keeps getting stronger and your campaign performance improves with time.    

Over the course of the next few months, we will unveil the full toolset, but we don’t want to keep you in suspense. Here is an overview of what we’ve got cooking.  

If you want to learn more about how Agile Creative Studio can work for your business, drop us a line at agile@vidmob.com.

 

Cannes Lions Daily Wrap: Mardi

Day two has come and gone! The Cannes Festival of Creativity is nearing the halfway mark. If you missed out on day one, no worries. You can get a quick recap of yesterday’s top stories here. As for today, check it out…

Panel Picks: “YouTube What Matters Next?”

We don’t have to tell you that YouTube is the monopoly of video content, whether personal or professional. Susan Wojicicki, CEO of YouTube, took the stage this Tuesday morning to discuss how YouTube has changed not only the industry but the world itself. She also explored brand building, engaged audiences, accountability in the digital age, and more. Accompanied by L’Oreal chief digital officer, Lubomira Rochet, these two powerful women opened up about the success of their brands and how video is changing the ad industry. (And don’t we know it!)

If you’re interested in the full scoop, you can watch it here.

From Susan Wojicicki:

“Our goal is to build products that work for everyone.”

“Every day we see how an open platform can inspire creativity, share information, and build meaningful communities.”

“Users are going digital and so brands are also going digital. That is an incredible opportunity for us to enable new connections, to reinvent advertising, and to think of new levels of engagement.”

“We’ve seen video really change in terms of the way that it’s consumed.”

From Lubomira Rochet:

“We’re reinventing our advertising model around sequencing, targeting, and personalizing our content today.”

Spotify on the Future of Music

Photo courtesy of Spotify: https://newsroom.spotify.com/2018-06-18/spotify-celebrates-the-connection-between-brands-and-consumers-at-cannes/

Earlier this month, Spotify was named Cannes Lion Media Brand of the Year. The revolutionary music app is used by nearly 170 million audio lovers and enables artists to connect with their fan bases at any scale. This year, Spotify’s presence can be seen at their Spotify Beach headquarters on the Croisette, exhibiting a range of exhibits and interactive tools.

In addition, Spotify is partnering with Cannes Lions’s See it Be It initiative, which puts a spotlight on gender imbalance in the industry in order to spur action and real change. As a part of that initiative, Spotify will be hosting a series of discussions, concerts, and parties throughout the week, so be sure to check it out!

Exhibits: Instagram’s Storyscape

Photo courtesy of AdAge: http://adage.com/article/special-report-cannes-lions/cannes-daily-blog-day-2/313937/

Need your daily interactive art intake for the day? Well, we’ve got a story for you. Facebook Beach is featuring STORYSCAPE, a filmic sculpture by British artist and designer Es Devlin. Presented by Instagram, this 360-degree experience is projected onto a cylinder, relaying visual narratives told by individuals. The projections cover every surface of the “skyscraper” and is meant to explore the democratization of storytelling. The original foundation of a story held by an individual is exponentially spread to “perspectival shift” and “cultural change.” It runs until the end of the festival, so be sure to stop by, sit back, relax, and enjoy storytime.

That’s all for now, be sure to check back tomorrow for Wednesday’s highlights.

À plus tard!

Creative Counts…The Most. Here are the numbers to prove it.

In the early days of digital, when online advertising was just beginning, the sentiment that “none of this stuff works anyway” was fairly pervasive. It’s morphed somewhat over the years to take on various forms like, it’s the audience, or target, or placement that matters most. But, despite the digital ecosystem eventually maturing away from bad formats like flashing pop-ups and boring 468×60 display banners, that remnant pessimism is still pervasive.

Now, two recently released studies by Analytic Partners and Nielsen Catalina Solutions incontrovertibly disprove those beliefs and should encourage us to give creative the time and attention it merits.

1.   The first study by Analytic Partners, “The ROI Genome: 2017 Marketing Intelligence Report,examined $430B dollars of media spend across 43 countries. Leaning on structural equation modeling, they found that creative accounted for ⅓ of the ROI of display advertising ad ⅔ of the ROI of video advertising.

2.   The second study, an analysis of 500 CPG campaigns by Nielsen Catalina Solutions found that creative accounted for 49% of the sales contribution. Furthermore, it emphasized the importance of quality. Strong creative accounted for 89% of the sales contribution, versus weak creative, which accounts for only 16% of sales contribution.

So, creative skeptics remain..at their peril.  The evidence suggests otherwise and not fully committing to creative has repercussions for the bottom line.

Want to know how your creative is performing?

Reach out to agile@vidmob.com to request entry into our closed beta. Stay tuned for the official launch of ACS so you can get access to meaningful insights that count.

Using AI + Data to Drive Better Creative

In the past, to understand what drives creative performance, there’s traditionally been two ways to break down a creative execution into its elemental pieces:

1.   You can eyeball it. This creative featured the dog and performed better than that creative that featured the cat.

2.   You could manually code the creative for the presence or absence of specific elements of interest—such as whether or not there was a voice over, a product shot, or human presence, among other things.

The problem is, eyeballing it isn’t an exact science, nor is it very granular. And coding remains an extremely manual, often prohibitively expensive, process that requires you to:

(Step 1) Brainstorm

Identify all the creative elements you think might have had an effect on performance (don’t miss any!).

(Step 2) Create Data Structure

Construct a code frame to organize and capture the elements.

(Step 3) Manually Enter Data

Find someone with a lot of time on their hands to pore over every ad multiple times and fill out the code frame for each individual ad you’re curious about.

(Step 4) Review

And, finally, analyze performance and interpret the results.

Ain’t nobody got time for that.

But, what if we could eliminate eyeballing all together AND skip right to Step 4?

At VidMob, we’re building solutions that utilize the latest advances in computer vision, optical character recognition, and human-in-the-loop to allow marketers to gain a near real-time understanding of how key creative characteristics differently drive audience engagement. With this insight from our Agile Creative Studio (currently in beta), marketers can make data-driven creative decisions and more rapidly put into market beautiful ads that will resonate with their audiences.