{"id":3634,"date":"2022-09-14T01:29:50","date_gmt":"2022-09-14T05:29:50","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/14\/one-agencys-path-to-outstanding-video-creative\/"},"modified":"2022-09-14T01:29:50","modified_gmt":"2022-09-14T05:29:50","slug":"one-agencys-path-to-outstanding-video-creative","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/one-agencys-path-to-outstanding-video-creative\/3634\/","title":{"rendered":"One Agency\u2019s Path to Outstanding Video Creative"},"content":{"rendered":"\n

By Andrew Robertson<\/em><\/p>\n\n\n\n\n\n

Andrew Robertson, president and CEO at BBDO Worldwide, shares three best practices to create more effective video content amid a changing media landscape.<\/em><\/p>\n\n\n\n\n\n

The ways people watch content \u2014 and what they watch \u2014 has fundamentally changed. Audiences no longer have a strong allegiance to how content should look, who\u2019s on screen, or what\u2019s considered \u201cgood.\u201d In fact, 73% of people describe good content as something personal and relevant that relates to their passions.1 In the context of video advertising, that\u2019s a broad enough definition to allow for a wide spectrum of genres, video lengths, and viewing modes.<\/p>\n\n\n\n\n\n\n\n

\"A<\/figure>\n\n

Think with Google<\/em><\/p>\n\n\n\n\n\n

Source: Google\/Talk Shoppe, U.S., Why Video on TV, n=2,000 A18\u201364, April 2021.<\/em><\/p>\n\n\n\n\n\n

We kept this insight top of mind when tasked with creating a video campaign for Sheba, the premium cat food brand from Mars Incorporated. To develop the campaign,\u00a0<\/a><\/p>\n\n\n\n\n4 a.m. Stories<\/u>\n\n\n

The campaign was a success, receiving more than 8 million views across all video assets in its first four nights. Notably, 84% of those views occurred around 4 a.m. in viewers\u2019 respective time zones, suggesting cat owners were awake and receptive to our unorthodox storytelling approach. Our brand results bore this out. \u201c4 a.m. Stories\u201d delivered a nearly 100% uplift in ad recall and a 635% lift in searches for brand terms from those who saw the campaign. It was also honored by the\u00a0<\/a><\/p>\n\n\n\n\n2022 YouTube Works Awards<\/u>\n\n\n

While every business is unique and outcomes may differ, our learnings from the Sheba campaign offer a glimpse into the emerging best practices for video advertising that any marketer can adopt. So the next time your brief includes video, think beyond linear television to strengthen the depth and reach of your content with the following three tips.<\/p>\n\n\n\n\n\n\n\n

\"Three<\/figure>\n

1. Go where the people are<\/h2>\n

Advertisers need to develop a digital-first mindset to match the culture-wide shift in consumer attention. From 2020 to 2022, the daily average time spent viewing linear TV has decreased about 12.5%, whereas time spent with online video is up 8.7%.2 As digital viewership continues to increase, our teams wanted to be present with relevant content at a time and place consumers were watching, which in this case was ASMR videos at 4 a.m. on YouTube.<\/p>\n\n\n\n\n

By infusing data into every step of your creative process, your teams can take smarter and more informed creative risks.<\/blockquote>\n

This approach also enabled our team to buck the status quo and develop unique long-form content that wouldn\u2019t be possible on other platforms. Clocking at just over five hours in length, the \u201c4 a.m. Stories\u201d concept couldn\u2019t work on short-form video apps, social media, or linear TV.<\/p>\n\n\n\n\n

2. Infuse data into your creative process<\/h2>\n

By infusing data into every step of your creative process, your teams can take smarter and more informed creative risks. This will let you\u00a0<\/a><\/p>\n\n\n\n\nscrap creative assumptions<\/u>\n

\u00a0and reframe the conversation among your teams and with your clients to focus on truly impactful work.<\/p>\n\n\n\n\n\n

We started our \u201c4 a.m. Stories\u201d journey with a simple data point: Cats are instinctively active in the early morning. Begrudgingly or not, owners are left to cope with their cats\u2019 wake-up calls. Pairing this insight with search data gave us confidence that audiences are turning to the soothing sights and sounds of ASMR videos during those predawn hours. We also used YouTube audience insights to ensure we targeted the right people. And we even discovered a new segment that was relevant to the feline-focused food brand.<\/p>\n\n\n\n\n

3. Lean into collaboration early<\/h2>\n

By leaning into collaboration early on in your projects, your teams can benefit from the unique expertise and capabilities that a proficient partner has to offer. Maybe your organization needs to fill a skills or talent gap, or perhaps you see an opportunity to augment your marketing with the specialized knowledge of an outside team. Whatever the reason, collaboration can help you achieve your goals and even push your teams to do better.<\/p>\n\n\n\n\n

Adopt a flexible, digital-first mindset, act on data, and seek out complementary partners who can enhance the appeal and impact of your work.<\/blockquote>\n

For example, our teams tapped into the domain knowledge of sleep scientists from Royal Edinburgh Hospital to help ensure our videos incorporated proper sleep-inducing techniques. We also engaged Google early on in the project to leverage its search insights and platform expertise. Search data helped support and validate our insight that cat owners were up at 4 a.m. and sought online ASMR video at that time. And experimenting with\u00a0<\/a><\/p>\n\n\n\n\nvideo ad sequencing<\/u>\n

\u00a0and various YouTube targeting techniques helped us refine our segmentation and attract more eyeballs.<\/p>\n\n\n\n\n

Seize the digital media opportunity<\/h2>\n

Amid a fast-changing media landscape \u2014 where viewers determine what, how, and when they want to watch content \u2014 brands have an opportunity to move quickly to reach people where they are. Build the video content viewers love by adopting a flexible, digital-first mindset, acting on data, and seeking out complementary partners who can enhance the appeal and impact of your work.<\/p>\n\n\n\n\n\n

This article first appeared on\u00a0Think with Google<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Amid a fast-changing media landscape \u2014 where viewers determine what, how, and when they want to watch content \u2014 brands have an opportunity to move quickly to reach people where they are.<\/p>\n","protected":false},"author":7,"featured_media":3635,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nOne Agency\u2019s Path to Outstanding Video Creative | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/one-agencys-path-to-outstanding-video-creative\/3634\/\" \/>\n<meta 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