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Crossing the Creepy Line

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Crossing the Creepy Line USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Crossing the Creepy Line Katie Erbs DoubleClick Branding & Creative Solutions, EMEA USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Advertising has always been about storytelling Know your audience, tell your story in the right context Google Confidential & Proprietary 2 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Pre & post data analysis is not a new concept The focus group is a way to gain qualitative feedback, but it’s only a sample of your assumed target audience. Google Confidential & Proprietary 3 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES ButTheToday’s once promise you opportunity are there, howofis theprogrammatic do ability you haveto reach anto date the hasright impact?beenperson, the in ability the right to reach moment, the right personwith the at right the rightmessage moment Google Confidential & Proprietary 4 For creatives... animates Today’s data is a real time focus group of all target consumers Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES How much is too much? Google Confidential & Proprietary 6 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES The Creepy Line Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Personal greeting in my favorite A news site The last destination shopping app with serves me a I searched is saved personalised political ad saying on a booking site recommendations ‘Katie, vote Trump!’ for my size Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Figuring out a teen is pregnant before her father does! Purchase behaviour patterns used to assign ‘Pregnancy Prediction Score’ to customers. Relevant offers can then be targeted to very specific stages of pregnancy. USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Axe Remakes Story of Romeo 100,000 Times Of 11 scenes in the trailer, six can vary according to the viewer's profile. Artsy, Roots, Fresh & Natural Customisation in the trailers ranges from subtle to extensive, with a range of music, sexual and romantic content Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Real-Time Marketing at the Oscars: Backstage Before the winners made it to the stage to accept their awards, ads about the films were in the hands of fans. Click-through rates for the real-time ads were 19% higher than for the control ads +59% searches for Google play movies Google Confidential & Proprietary 12 COUCH SURFING BANNER Aligning with key television moments Second screen experience that syncs Google app ads with key television moments. Providing contextual and relevant information inspired by the shows our audience is watching. Syncing in-app ads to actual TV content 1. Tap 2. Expand 3. Download Contextualized messages during TV moments Couch Surfer Banner: Your home 1. Tap 2. Expand USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES What separates greatness from creepiness Who Know your audience Understand both context & Where place in the consumer journey What Deliver the right message Google Confidential & Proprietary 14 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES To create the right message, consider the full consumer journey Awareness What do you want them to (See) think or do in each phase? Consideration What are the best moments (Think) to engage? Purchase (Do) How can you drive consumers through the funnel? Advocacy (Care) Google Confidential & Proprietary 15 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES “Whiteboarding” your strategy Awareness Completes Show sequential Show a video (See) video message Search ad, Consideration Visits Remarket with display ad on site customised message (Think) related content Remarket Purchase Reminder/ Purchases (Do) incentive with offer for repeat purchase Advocacy Provide utility Writes (Care) & reward review Google Confidential & Proprietary 16 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES “Whiteboarding” your strategy: Don’t forget device behavior! Watches video on mobile Awareness Completes Show sequential Show a video (See) video message Researches on tablet during the day Search ad, Consideration Visits Remarket with display ad on site customised message (Think) related content Books on tablet at night Remarket Purchase Reminder/ Purchases (Do) incentive with offer for repeat purchase Writes a review on mobile phone Advocacy Provide utility Writes (Care) & reward review Google Confidential & Proprietary 17 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Creativity in the data 1: Build awareness (targeted video) 2: Retarget relevant interest banners 3: Visits responsive landing page 4: Retarget relevant performance banners 5: Drive conversions 6: Retarget with how-to video 7: Invite to write review Google Confidential & Proprietary 18 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES How do I execute (non-creepy) data-driven creative? Google Confidential & Proprietary 19 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES We conducted research to understand how marketers can better execute data-driven creative campaigns Brands and media agencies We built advanced dynamic creative campaigns using audience, environment and media data signals to inform the creative strategies HTML5 creatives developed for all screens Our partners Google Confidential & Proprietary 20 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Research findings: Three key mindshifts for marketers to improve the data-driven creative process: Improve data Give creatives Drive a collaborative literacy access to data process Understand all the data that Work with both your media & Drive a collaborative, agile is available and select the creative teams to develop campaign process that right data signals for your sound creative strategies that involves all vendors and message are informed by data and give agencies throughout, as creatives access to the data opposed to the sequential, from the beginning siloed process of today Google Confidential & Proprietary 21 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES March 10th Google Confidential & Proprietary 22 USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES Creepy Line Google Confidential & Proprietary.
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