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.

Meeker’s 2018 Internet Trends Report Is Here

If you can’t find the time to comb through the nearly 300-page deck containing Mary Meeker’s much-anticipated 2018 Internet Trends, we’ve got you covered.

Below are some of our top takeaways about what’s in store for video and advertising, plus a few pointed findings that affirm our mission here at VidMob.

1. Tech Will Unlock Human Potential

Meeker headlines the 21st century’s growth as one lead by the power of technology coupled with human potential. This prediction particularly hits home for us because it encompasses both the how and why we built VidMob—to harness the power of technology and deep learning in order to enhance (rather than replace) human creativity’s endless possibilities.  

2.  Tech Is Driving Surge in On-Demand Job and Career Opportunities

We see this playing out as video creators continue to apply to be a part of our network. Our creators love the opportunity to put their technical skills to great use, work with incredible brands, and live life on their terms. They don’t have to hustle for their next job and all administrative hassles are eliminated. They get to do what they do best and leave the rest to us.

3.  Video Is Changing Career Development and How We Learn

Similarly, technology also is driving accessibility to video content that helps users solve problems and drive lifelong learning. Per the report, 50% of freelancers updated their skills within the past six months compared to only 30% for their non-freelancing counterparts. That’s in no small part a result of this new drive for self-education through video platforms like YouTube.

4.  Mobile Spend Is Lower than Mobile Media Consumption.  

There’s a big opportunity here for brands—a $7 billion opportunity to be exact—to catch up to consumer media consumption and get ahead of competitors. Mobile, especially, plays a big role in this opportunity with a 29% boost in adoption.

5.  Communications Are Evolving to Video. Brands Who Want to Talk” to People Cant Stay Still.

As consumers spend more and more time on mobile, they’ll inevitably spend that time in-feed and watching video. Which, it turns out, is a great place for brands to get in front of consumers while they’re in a discovery mindset—more than half of respondents said they’ve made a purchase resulting from social media and a whopping 78% noted those discoveries happened on Facebook alone.

6. Data, When Done Right, Improves the Consumer Experience

Data has quickly become a hot topic and for good reason. Meeker notes that, when privacy is taken seriously and used wisely, companies who tap into their data treasure troves to better serve their consumers—whether that’s creating smarter ad content or delivering custom promotions—will continue to create better and repeat shopping experiences for consumers in 2018.

To quote (and mirror) Meeker at the end of her presentation, “We’re living in a period of unprecedented change and unprecedented opportunity.” As seen from the snippets above, we couldn’t agree more and look forward to what that change will bring.

 

 

VidMob Raises Additional $6.4M to Build New Data & Insights Tools

Marketers experience so many obstacles when it comes to digital and social advertising and it’s been our mission these past two years to remove every creative barrier. Brands, large and small, hire VidMob to help them navigate the increasingly fragmented ads landscape and tell stories that feel personal and native to each platform. Our clients like Michael Kors, Mondelez, and Birdwell Beach Britches have seen tremendous success capturing consumer attention and compelling them to take action because, done the right way, a :06 vertical video ad is extremely powerful.

But is one :06 ad all you need? Sadly, nope. Marketers are realizing that no matter how much consumer research has been collected, it’s impossible to predict which creative execution will resonate most with each audience segment.  You have to pre-test, iterate, test some more…and on and on. Consumers are fickle, ad formats and best practices change constantly, and new ideas become stale in days (sometimes hours). That’s why we have spent the past six months building a suite of creative analytics tools to get marketers “unstuck” when it comes to creative testing. We recently raised an additional $6.4 million to pioneer a technology platform that will empower marketers to precisely identify which creative attributes in a video impact performance. We can’t wait to tell you more.

Oh, and guess what? We opened a London office! James Bacon, Google’s former Head of Premium Content Solutions EMEA, joined VidMob to lead European sales operations.   

More exciting news to come, keep checking back.

The Cost of Inaction: How You Can Meet the IAB’s Video Innovation Challenge — Today.

Yesterday, the IAB released a great piece, Building 21st Century Brands: Video Creative Innovation, in which they laid out a video innovation mandate for the marketers and the digital advertising industry. It was a long read (20 pages) and so, for many of us, we’ll read it over the course of a few days. And for every day we wait—we are losing money for our brands.

Of the many pertinent data points addressed, one worth noting is that marketers on average will spend $10MM this year on their brand’s digital and mobile video. To frame it differently, this amounts to $27,937 a day or $191,780 a week. This underlines the point that if we set video innovation as an issue to discuss and tackle later or as an item on our 2018 roadmap, we are actively constraining our brand’s potential growth.

But here’s the real danger: not creating video (or making weak creative) for the platforms and formats with which the audiences are engaging.

So why is it that marketers often stumble in terms of creative? We often hear them cite 4 challenges:

  • “The cost of creating compelling video is prohibitively expensive.”
  • “Making high-quality video takes too much time and takes up too many resources.”
  • “We lack the expertise needed to produce great video.”
  • “We don’t understand enough about the videos we make from a data perspective.”

So, how do you solve these challenges when best practices are often lacking or your in-house or agency teams can’t keep up with your vision for video innovation?

Start.

At VidMob, we’re helping hundreds of marketers, agencies, and platforms whose video and emerging media aspirations are greater than the resources they have. By leveraging our curated pools of talent, we are helping marketers go from concept to execution not only for 6s or vertical videos but also on the emerging formats that are most daunting for advertisers like stories, lenses or filters in a matter of days and for a fraction of the costs to which they’ve been accustomed.

Solving the video creation challenge is only the beginning. Unearthing the insights around videos will help brands understand the power of their creative and enable them to iterate quickly. This is the guiding principle behind our deep-learning powered Agile Creative Suite, which is transforming the creative process into a full connected loop of data → production → publishing.

So today, do something to meet the IAB’s innovation challenge: explore a new format, iterate a new concept, create, test and try again. While that immediate next step is daunting, the cost of inaction is worse.

And it’s easier than you think.

View story at Medium.com

3 Reasons to Publish Your Video from VidMob

Finished your VidMob video? Ready to share it with the world? Here’s are a few tips to making the most of our publishing features:

1) Don’t Limit Yourself to One Platform!

To-date, users can publish their completed videos directly to their Snapchat, YouTube, and Facebook Page or Ad accounts. We will be adding other platforms to this list in the near future. Have one you’d like us to prioritize? Drop us a reminder at support@vidmob.com.

2) Eliminate Unnecessary Downloading and Re-Uploading

By publishing directly through VidMob, you can eliminate the needless step of downloading from our platform only to re-upload to the publishing platform.

Instead, simply hit the share button in VidMob to get direct access to your top-performing channels. Not ready to publish right away? You can also save your video to your publishing platform for future access.

3) Track Your Stats & Optimize Performance

VidMob collects the performance data for all videos published via our platform—no matter where they live. Quickly monitor how each video resonates with your audience and easily refresh tired creative by sending it back into the VidMob marketplace for a new take.

Have questions or want more advice for publishing your videos through VidMob? Write to us at support@vidmob.com.