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A talk for the planners and creatives of Miami Ad School
Simon Law - August 2014

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Simon Law – Chief Strategy Officer, Fabric

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Fabric
Creative shop and data platform

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This talk is about four things…
1. Big Data & Insights
2. Addressable Media & Targeting
3. Creativity & Real-Time
4. You & Fame

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And it’s about how we make something better
someecards.com

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1. Big Data & Insights

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Big Data is the new big thing
Google search trends

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But it isn’t really a thing at all

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It’s more of a capability, based on growing volumes

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Yet it might change the world…
“Big Data will open the door to making smarter
decisions in every field of human activity”
The New York Times, March 23, 2013

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Page 11 BBC Horizon: The Age of Big Data

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Big Divorce Data
American Express CMO @ Stream 2011

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Big Flu Data
Google Flu Trends

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Big Police Data
LAPD

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Big Climate Change Data
Climate Central

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In other words, Behavioural Data
What people really do
Rather than what they claim in research groups
The trails of their interests, their interactions and their affinity
And gives planners the ability to start from facts and reality
Not just googling to find out who’s published an opinion

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Which changes the brief…

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What Apple owners would buy from Samsung…
Fabricww.com

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The power of 5 checkouts…
Fabricww.com

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What Mums really want from recipes…
Fabricww.com

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The influence of people, not experts…
Fabricww.com

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The knowledge gap facing the NHS…
Fabricww.com

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This will give planners new truths, new insights…
…leading to new creative briefs

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A quick game…

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2. Addressable Media & Targeting

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What Addressable Media is…
Targeted Media = Addressable Media
• Addressable media is where you can pick the audience specifically
• In other words, the media can show a DIFFERENT ad to each person
• That may be based on their demographics, or some kind of behaviour
• BUT it’s always based on KNOWING something about the audience
• It tends to be digital, but that doesn’t mean it’s banners any more…

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It exists in the obvious place

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But that’s less about ‘banners’ these days…
Wired Magazine, 2010

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It’s the new ‘buy’ for TV

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Page 37 DirecTV

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Page 39 YouView

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Page 40 Sky TV

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It’s the heart of Facebook

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So, addressable media is coming
But, what are you addressing?

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Have we
seen you
before?
What
were you
interested
in?
Do we
have any
demog
data?
Does that
fit one of
our target
groups?
Where
did you
come
from?
Can we
guess
what you
want?
What
time is it?
What’s
most
relevant
now?
What ads
have you
seen
before?
Example targeting questions (i.e., Machine options)
What’s
your
location?
Does that
change
anything?
Using the Groups we have and the Content
we’ve got available, what do we show?

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Flora: Achieving 4x the recipe views, 2x engagement
Fabricww.com

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KFC: Dynamic Page Content – driving a 12% uplift
Morning
Young Males Teens
Dinner
Fabricww.com

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KFC: Weather-dependent – optimised for profit
Fabricww.com

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Heineken: Recognising real fans
Fabricww.com

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Addressable makes new things possible
• Mainly, it’s about Targeting – both Ads + Content
But it also means:
• Flighting (i.e., choosing what order people see ads/content in)
• Capping frequency
• Personalising ads/content (to a degree!)
• Recognising who saw your ads/content later
• Learning what effect those ads/content had
• Seeing how people respond to ads/content (in reality, not in research)

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66% of consumers are comfortable with Amazon
recommending relevant products based on past purchases
and site usage
vs.
33% of consumers are comfortable with Facebook using
profile information to target them with ads
Source: Harris Interactive/Placecast surveyin US - 2012

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3. Creativity & Real-Time

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Agile
Adaptive
Real-time
Dynamic
Native
Creativity

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Page 55 360i
360i went real-time to find the insights for Oreos…

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We managed a KFC campaign in real-time…
Fabricww.com

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We’re helping Grey to learn & optimise…
Fabricww.com

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CP&B vetted Fans…

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Page 59 Nike+
But Nike+ remains the most famous ‘data’ case

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Page 60 Nike

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Big Data means…
① Bolder Work

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Big Data means…
①
②
Bolder Work
Simpler Messages

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Big Data means…
①
②
③
Bolder Work
Simpler Messages
More Creative (more of it)

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Big Data means…
①
②
③
④
Bolder Work
Simpler Messages
More Creative
More Control

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Big Data means…
①
②
③
④
⑤
Bolder Work
Simpler Messages
More Creative
More Control
New Ideas

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Agile
Adaptive
Real-time
Dynamic
Native

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But it’s early days
Nobody has ‘nailed it’ yet
But someone will…

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This is the next Big Opportunity
for both planners & creatives

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4. You & Fame

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As all these things become possible,
future planners and creatives will
conceive of something amazing…
They will create a new campaign that
goes into the hall of “awesome”.
Will it be you?

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Three Thought Starters…
① Targeted Ads within Campaigns

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Campaign
Idea
Edit for Young
Males
Edit for Young
Females
Edit for Brand
Loyalists
Video
Execution

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①
②
Targeted Ads within Campaigns
Campaigns that Evolve
Three Thought Starters…

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Campaign
Launch
See early
activity and
responses
Create
specific
ads to
address
response
Monitor
reactions
and sales
impact
Re-edit TV
campaign
to increase
interest

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①
②
③
Targeted Ads within Campaigns
Campaigns that Evolve
Pre-testing in the real world
Three Thought Starters…

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Client’s
favourite
cut/edit/ending
Compromise
version
Creative team’s
favourite
cut/edit/ending
All posted on
YouTube and
promoted for
3 days –
results/data
tracked
Best-
performing
version gets
aired on TV,
plus VOD

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The thought starters I’ve given you are dull.
They’re rational approaches.
This needs genius – the moment where
it turns into something awesome.
And that’s your challenge…
It will make whoever does it famous