Creativity in the time of big data - updated for 2014
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Talk given to Miami Ad School, Europe students on 11th August, 2014. By Simon Law, CSO at Fabric. Admittedly, this is just an updated version of last year, but some bits were better. The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!
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Creativity in the time of big data - updated for 2014
- 1. A talk for the planners and creatives of Miami Ad School Simon Law - August 2014
- 2. Page 2 Simon Law – Chief Strategy Officer, Fabric
- 3. Page 3 Fabric Creative shop and data platform
- 4. Page 4 This talk is about four things… 1. Big Data & Insights 2. Addressable Media & Targeting 3. Creativity & Real-Time 4. You & Fame
- 5. Page 5 And it’s about how we make something better someecards.com
- 6. 1. Big Data & Insights
- 7. Page 7 Big Data is the new big thing Google search trends
- 8. Page 8 But it isn’t really a thing at all
- 9. Page 9 It’s more of a capability, based on growing volumes
- 10. Page 10 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
- 11. Page 11 BBC Horizon: The Age of Big Data
- 12. Page 12 Big Divorce Data American Express CMO @ Stream 2011
- 13. Page 13 Big Flu Data Google Flu Trends
- 14. Page 14 Big Police Data LAPD
- 15. Page 15 Big Climate Change Data Climate Central
- 16. Page 16 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
- 17. Page 17 Which changes the brief…
- 18. Page 18 What Apple owners would buy from Samsung… Fabricww.com
- 19. Page 19 The power of 5 checkouts… Fabricww.com
- 20. Page 20 What Mums really want from recipes… Fabricww.com
- 21. Page 21 The influence of people, not experts… Fabricww.com
- 22. Page 22 The knowledge gap facing the NHS… Fabricww.com
- 23. Page 23 This will give planners new truths, new insights… …leading to new creative briefs
- 24. Page 24 A quick game…
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- 26. Page 26
- 27. Page 27
- 28. Page 28
- 29. Page 29
- 30. Page 30
- 31. 2. Addressable Media & Targeting
- 32. Page 32 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…
- 33. Page 33 It exists in the obvious place
- 34. Page 34 But that’s less about ‘banners’ these days… Wired Magazine, 2010
- 35. Page 35 Google VOD
- 36. Page 36 Channel 4 It’s the new ‘buy’ for TV
- 37. Page 37 DirecTV
- 38. Page 38 dishTV
- 39. Page 39 YouView
- 40. Page 40 Sky TV
- 41. Page 41 It’s the heart of Facebook
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- 45. Page 45 So, addressable media is coming But, what are you addressing?
- 46. Page 46 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?
- 47. Page 47 Flora: Achieving 4x the recipe views, 2x engagement Fabricww.com
- 48. Page 48 KFC: Dynamic Page Content – driving a 12% uplift Morning Young Males Teens Dinner Fabricww.com
- 49. Page 49 KFC: Weather-dependent – optimised for profit Fabricww.com
- 50. Page 50 Heineken: Recognising real fans Fabricww.com
- 51. Page 51 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)
- 52. Page 52 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
- 53. 3. Creativity & Real-Time
- 55. Page 55 360i 360i went real-time to find the insights for Oreos…
- 56. Page 56 We managed a KFC campaign in real-time… Fabricww.com
- 57. Page 57 We’re helping Grey to learn & optimise… Fabricww.com
- 58. Page 58 Crispin Ported & Bogusky CP&B vetted Fans…
- 59. Page 59 Nike+ But Nike+ remains the most famous ‘data’ case
- 60. Page 60 Nike
- 61. Page 61 Big Data means… ① Bolder Work
- 62. Page 62 Big Data means… ① ② Bolder Work Simpler Messages
- 63. Page 63 Big Data means… ① ② ③ Bolder Work Simpler Messages More Creative (more of it)
- 64. Page 64 Big Data means… ① ② ③ ④ Bolder Work Simpler Messages More Creative More Control
- 65. Page 65 Big Data means… ① ② ③ ④ ⑤ Bolder Work Simpler Messages More Creative More Control New Ideas
- 67. Page 67 But it’s early days Nobody has ‘nailed it’ yet But someone will…
- 68. Page 68 This is the next Big Opportunity for both planners & creatives
- 69. 4. You & Fame
- 70. Page 70 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?
- 71. Page 71 Three Thought Starters… ① Targeted Ads within Campaigns
- 72. Page 72 Campaign Idea Edit for Young Males Edit for Young Females Edit for Brand Loyalists Video Execution
- 73. Page 73 ① ② Targeted Ads within Campaigns Campaigns that Evolve Three Thought Starters…
- 74. Page 74 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
- 75. Page 75 ① ② ③ Targeted Ads within Campaigns Campaigns that Evolve Pre-testing in the real world Three Thought Starters…
- 76. Page 76 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
- 77. Page 77 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
Hinweis der Redaktion
- Worked at Goodby Silverstein, Saatchi’s and more. Before my current job, I was head of planning at TBWA in London And I’ve worked on most sectors and lots of great clients. In short, I’ve been lucky.
- But today, I do something a little different. Which I believe may be a part of the future – both the future of planning and creative. Which is why I wanted to talk to you about the world of big data today.
- But not the boring world of data analysis and business intelligence. I want to talk about how it’s going to drive a new world of creativity. Or, more to the point, how you could make this the future… I’m not going to give you all the answers, but I’m going to try to give you the input you need. And, at the end, feel free to ask questions. Broadly, I’ll talk about 3 areas…
- The main thing I want you to think at the end of this talk is “how do we do this well?” Because there’s lots of people out there doing it badly today.
- So, let’s start with Big Data…
- Apple browsers A third less likely to buy a mobile phone But 1.5 times as likely to buy a TV And we know which one is most likely, which they’ll consider, what they look at before upgrading…
- Sainsbury’s,
- 5 billion searches a year for recipes, and yet people’s repertoires are stuck at 10 The problem is that recipes aren’t really that useful – they’re great as a browse, but are you really going to cook something massively different for the family? Actually, you’re not. Which is where spag bol comes in – it’s the go to recipe for UK mums. And the link between 3 recipes and uplifted choice
- Colgate – a shift from dentists?
- And is growing through new technology…
- Facebook uses Big Data to work itself – that’s how it delivers your own page, for everyone that logs in. It’s how you can use Facebook Connect across any site – and be pre-logged in if you’re logged into Facebook. But it’s also how their advertising system works.
- But it is Facebook – and that’s the biggest show in town. Particularly now they’re about to start selling video ads at $1m a day. But more on that later…
- Facebook can serve depending on: Location (inc. mobile location) Your age, sex, education Your interests and activities Your affiliation (Likes) to a brand (or not)
- One of the most frequently cited examples of Big Data having a positive impact on creativity is Nike+ Turning running (which can be enormously solitary) into the most social sport. Until the others followed suit!
- TIGHTER AUDIENCE = LESS CAUTION PRE-TESTING = LESS IPSOS Targeting has always been a murky science – buying “Men” on TV just means that you have ‘less housewives’. There’s no real targeted buy. Everything we’ve done in the past, as advertisers, has to recognize the reality that it will be overheard. You can’t target any group specifically, so you have to produce work that doesn’t offend anyone. Work that your client can show around the business without getting fired. But what happens when you can pick who sees the ad? Surely, this is the moment when you stop presenting ads that are acceptable to all audiences and start showing things that are specifically going to grab the attention of your audience.
- BETTER BRIEFS MORE FOCUS ON THE MESSAGE YOU NEED AT THIS POINT IN THE MARKETING JOURNEY, LESS “COVER IT ALL” FLIGHTING MEANS FOCUS ON A POINT IN THAT JOURNEY In the same way, surely we can start to be more focused… If you’re not talking to everyone and we have the data to see what motivates purchase, then ads can become more single-minded. Less need to cram everything in, because we know who we’re talking to and what they need to hear to have an effect. Briefs will start to get punchier and the creative task will be more focused. To use the old analogy, you’ll be pitching one ball at your audience, not 3 – leaving more opportunity for creative engagement, not just wall to wall product explanation.
- VARIETY/VERSIONS FOR DIFFERENT AUDIENCES AND FOR DIFFERENT STAGES BRANDS WITH MORE PERSONALITY – SHOWING DIFFERENT SIDES ON DIFFERENT OCCASIONS AND FOR DIFF AUDIENCES Of course, if you’re targeting acutely, you’ll need to have more than one execution. Once you split older/younger or male/female or previous purchases vs. new, then you’ll need to talk to them differently. The challenge for agencies and creatives will be how to produce more variety rather than just versions of the same thing. The great thing is that we’re talking about more creativity, rather than less. The opportunity to produce more varied work and to find different ways to present a consistent brand – because you’re talking to different audiences.
- THE ABILITY TO TRACK YOUR WORK AS IT LAUNCHES AND TO HAVE A MISSION ROOM MENTALITY – WHAT NEXT? Finally, there’s a whole new science to tracking active campaigns. Again, the capabilities of Big Data mean that you’ll see more campaigns reporting in real time. As a team, you’ll see what happened the day before (if not the hour before). The impact the TV ads are having as well as the feedback people give. The amount of people that watch the whole way through, the actions taken, and so on. It’s happening to a degree today with digital ads – the best agencies already see live data on digital and social campaigns. But what happens when that ‘control room’ mentality hits the rest of advertising? Are you going to be able to edit on the fly? Can the print ads be subtly changed to work harder? Do you flip the existing media rollout and start with something digital that you bubble up to TV, rather than launching on TV and supporting in other media? Or is someone going to make a campaign that morphs as it plays out – changing daily and constantly enthralling the audience?
- Almost more important than everything before, is the possibility this brings… What will people do, when they can treat people as if they know something about them? How do we do awesome new ideas, rather than just becoming creepy marketing freaks?
- Big Data should be an accelerator of Bravery and Ambition, not just a planning tool.