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.

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.

 

 

Why Should Brands Care About Agile Marketing?

VidMob CMO Stephanie Bohn Breaks It All Down for AdWeek  

Have you ever wondered how the engineering concept of agile software development became the new framework for content production in digital marketing? Well, when you look back to the television of the 1970s and compare it to the mobile device of today, the answers start to take shape.

In the past, one hero idea dreamed up by a highly reputable agency was typically enough to cover all the bases. One great idea for one placement and one general audience.

Today, however, brands must overcome the challenge of connecting with many audiences across many social platforms and digital placements. Not only that, they’re expected to reach highly specific audiences with targeted, personalized content at the right place, right time, and with the right message. Oh, and to do all that in near real-time.

Luckily, agile development was created to solve big problems and solve them fast. Adopting the agile development formula of launching small, strategic experiments in order to receive bigger and faster wins, helped brands reimagine the way to successfully approach creative while saving time and money.

As brands and marketers stay in this constant loop of production, discovery, and optimization, they’ll never have to worry about producing the elusive, one-size-fits-all campaign again. Because, as Stephanie Bohn mentions in this AdWeek piece, “what is the point of building unique customer segments if everyone gets served the same ad?”  

 

Sir Martin Eyes a Comeback

Ever the overachiever, Adweek reported yesterday that Sir Martin Sorrell is eyeing a comeback. In roughly the same amount of time it takes to set up a service call with your cable operator, Sir Martin has seemingly been able to extricate himself from the old agency model with sufficient distance to be able to proclaim that he “can see much more clearly” where the traditional advertising model’s strengths and weaknesses lie. His new agency, presumably, will focus on the former and eliminate the latter. I couldn’t help but chuckle as I read this, and all I could think of was the famous horror scene from When a Stranger Calls where the protagonist is alerted that the results of the trace are in, and “the call is coming from inside your house.” Queue the terrifying music. All due respect to Sir Martin, but his £70 million salary and everything that it represents IS the weakness.

At VidMob, we’ve had a front-row seat to the struggle between the old agency model and the new agency model that is rapidly emerging in its place. And make no mistake about it, struggle is the operative word. The old model was great for certain audiences (Sir Martin) and not so great for other audiences (everyone else—clients and employees alike). But when the people in charge are vested in the current system, innovation is hard to come by.

So we knuckled down and started building a path to a new model, one that we believed would be better for all involved. We believed, and still believe to this day, that VidMob can be a powerful platform for agencies to more efficiently produce certain pieces of marketing content for their clients. We are not a good fit to make Super Bowl ads, but as companies shift from needing a few pieces of video per year to now needing many thousands of pieces, VidMob is a good fit for a surprisingly large percentage of that new content need. And since we tend to do it for a fraction of the cost, and in a fraction of the time, we figured that if we could just explain how it works to potential agency partners, they would adopt VidMob as one of the tools in their arsenal to help deliver better services to their clients. When we heard that many digital campaigns were severely limited by the paucity of assets created specifically for digital channels, and how much agencies struggled in creating the wide array of custom formats needed to get the most out of these powerful (and increasingly important) channels, that only served to further our optimism about the fit. After all, more efficient production means more content, more agency ideas coming to life, better campaign performance and an overall better return on client’s marketing investment. It’s a win-win-win. What could stand in the way?

It turns out the answer is ‘a lot.’ The most common response we heard from the old agency set was that their production groups really liked using their traditional methods because they got really nice lunches on post-production days and it meant being out of the office all day—sort of like a vacation.

The first time I heard this I couldn’t believe the person who said it still had a job. The 30th time I heard it, I couldn’t believe the industry still existed.

Needless to say, this type of client-last thinking has strained the relationships between a lot of top brands and their old agencies. It seems like the wave of brands cutting, or severely limiting the scope of their relationship with their old agencies is growing by the day. Just in the last few weeks, we’ve seen announcements like this one from Chobani, from a host of other companies including, P&G, Unilever, Pepsi, ABI, Diageo, L’Oreal, Wayfair, Allstate, StubHub, Sprint, Booking.com, Starbucks, and BMW.

They say that necessity is the mother of all invention, and as the wave of brand in-housing of creative grows, we’ve seen an acceleration in the development of new agency models. I’ll have more to say about this in the coming weeks, specifically as it relates to how VidMob can function as a sort of operating system for this new client-first agency model, but suffice it to say that the new system reverses the priorities.

The companies that will be relevant and thrive in the new agency world will be those that are quickest to come to terms with and address these 4 realities.

1. Production — Agencies are not and cannot be scaled for production in today’s multi-platform, always-on, always-innovating mobile social ecosystem. The “produce only the great TV commercial model” doesn’t scale in a mobile social-ecosystem that requires multiple adaptations on a theme, and when the cultural moments that brands must respond to pass in days or hours, not weeks or months. Adapting to the new production reality means finding creative ways to expand the supply chain.

2. Platforms — For most emerging consumer groups, not only is TV watching down, but their gateway to mobile or digital is through apps, like Facebook, Snapchat, or Instagram not a browser on the web. New agencies will re-think their over-reliance on cheap, easy programmatic advertising and convenient display ads and move to and understand the platforms and formats their audiences engage with.

3. Performance — Loose proxies for performance, like a gut reaction or reach and frequency, no longer suffice. Today’s CMOs are data-focused both pre- and post- production. Relevant and successful agencies will be those that integrate rigorous multivariate (not just A/B) testing and an unwavering focus on actionable insights, driven by deep learning.

4. People — Consumers are (geographically) everywhere, as are brands. The old agency model placed a premium on geographic location—to participate in the old agency creative process, being geographically located in New York, Chicago, or LA was a prerequisite. New agencies will leverage networks of creative which lets the best idea and execution/ not just the best location/ win.

The mythic marble offices in the Madison Avenue skyscraper may be depowered in the new agency model, as well as a thousand other extravagances—including those special sushi lunches at the production offices. It won’t be great for those things and it won’t be great for a handful of people—their £70 million salaries probably won’t be part of the new agency model.

But it will be great for all of the other employees, and most of all, it will be great for marketers.

View story at Medium.com

More Free Stock Content Available on VidMob. We <3 Unsplash!

Thanks to resources like Unsplash, finding beautiful and authentic stock content is as easy as a quick keyword search. For brands in a pinch, good stock can help bring to life stunning creative ideas without the hassle, time, and cost of traditional production. It’s why brands as big as Apple and artists as small indie filmmakers consistently rely on it—utilizing stock is super efficient and the possibilities are endless (see below for ideas!).

Which is why we’re thrilled to expand our VidMob Stock Library offering with our new content partner, Unsplash. We are big fans of Unsplash, their talented community of professional photographers, and their artfully curated collections of emotive and powerful imagery. The best part? All Unsplash content is free to use in any of your VidMob projects.

IDEAS FOR USING UNSPLASH IN YOUR VIDMOB PROJECTS:

There are so many ways to bring motion to still imagery—with a little graphic massaging from a talented VidMob Creator, any asset can become compelling video content. Here are a few of our favorite ways to transform beautiful photos into even better video:

1. Cinemagraphs
Isolating movement to a specific element in the visual, i.e. a steaming coffee cup, a running waterfall, or passing traffic. In a cinemagraph, the rest of the visual is still while the isolated element repeats movement on a loop, similar to a GIF.

2. Animations
Adding an animated effect, like writing in script or a butterfly that floats into and off the frame, allows for the still to feel like a backdrop to whatever animation you add on top.

3. Parallax Effect
Separating the foreground and the background of an image gives it a three-dimensional feel, adding depth. Combined with a zoom or pan effect, it makes the still come alive.

HOW TO ACCESS UNSPLASH IN VIDMOB’S STOCK LIBRARY:

  • Click the “More” button at Media Selection to reveal the drop-down menu.
  • Select “Stock Content” to see our library’s home page.
  • Enter a keyword that represents what you’re looking for.
  • Filter results by “Client Cost” to preview our complimentary media selections, like those from Unsplash.

FOR A MORE IN-DEPTH REFRESHER ON OUR STOCK LIBRARY AND HOW TO ACCESS ALL THE EXCITING CONTENT FROM OUR PARTNERS, CLICK HERE.

Have questions? Reach out to us at support@vidmob.com. We’re always here for you!