Video, banners, new agencies

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  1. 1. 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.About video ads vs display ad banners ROI and new advertising agencies scenario
  2. 2. 1 Will video be king? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  3. 3. Ad video is the advertising format that converge most with consumers and advertisers desires on the Internet VIDEO = one of the easiest ways to get information or have fun VIDEO = the first media channel where people can join VIDEO = a democratic content creation VIDEO = the best format for virality VIDEO = a versatile format to include in all types of communication VIDEO = one of the best formats to engage with people 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  4. 4. 2 Will the cost of producing great video ads deliver a better ROI than traditional display?29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  5. 5. First of all, how can we measure the ROI of an advertising video? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  6. 6. So, whats the main difference measuring an advertising video ads vs. traditional banner display ads? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.Video Ads is not about delivering clicks: its aboutengagement So, the click here will be a much more valuable click as the customer isa HIGHLY engaged customer. Video Ads are not about getting a fast tactical click but about getting the person to actually engage with the brand and hence measurement of success itself will change .
  7. 7. In most of campaign objectives, video ads deliver a better ROI than traditional display 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  8. 8. Rich media with video has best results forbrand favourabilityRich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  9. 9. Rich media with video has best results foraided brand awareness Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  10. 10. Rich media with video has best results forpurchase intent Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  11. 11. Rich media with video has a similar results foronline ad awareness Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  12. 12. Rich media with video has worse results formessage association Rich Media with video GIF and JPG Rich Media without video Simple Flash 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  13. 13. In conclusion: which format is more effective? Videos run as advertisements receive CTR between 4 and 7 times that of image banner ads. Users tend to watch more than 2/3rd of the video on average So, we could conclude that based on these figures, is the format which is leading to a better result and not the cost of the particular piece of advertising29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  14. 14. 3 How will agencies need to adapt to meet their client needs?29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  15. 15. New ad agencies will have to expand their strategic approach to advertisers briefings and change their cultural mindset regarding measurement 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  16. 16. And that shift will need structural changes within the agencies 29/10/09
  17. 17. 4 What will entice the consumers to click on an ad? 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.
  18. 18. An ad needs to call the attention through several characteristics
    • Size
    • Colours
    • Animation
    • Placement
    • Brand
    • Interaction
    • Design
    • Prescription
    • USP
    • Surprise intuition
    • Identification
    • Call to action
    • Click friendly
    • Intrigue
    29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.Advertising formats will need to be more compelling, attractive, surprising and innovative each time, in order to stand out over the great and multiple impacts users are receiving each day in the Internet and mobile devices
  19. 19. So its not really about the click, but the value of the click 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.Companies need to get off the click game" as it will make it commoditized They must generate value in the product
  20. 20. Sources http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/589299130/1363#seenit http://www.reelseo.com/video-ads-more-effective/ http://www.banditads.com/ http://www.simdalom.com/blog/2009/01/09/el-nuevo-modelo-de-agencia/ http://www.infobrand.com.ar/notas/9783-Las-agencias-de-publicidad-se-reinventan-en-el-nuevo-escenario-digital http://www.articlesbase.com/software-articles/steps-for-effective-banner-design-569039.html Research Report The Brand Value of Rich Media and Video Ads, Double Click, June 2009 29/10/09 GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibez.