An Advertising Week Innovation Recap
For marketers, promoting the brand and selling product has often been an “either/or” proposition. Cofactor partnered with Advertising Week to host the Marketer’s Innovation track, that included Coca-Cola, Mondelēz , Frito-Lay, Nissan, Honda and others and highlighted best-in-class approaches for navigating today’s digital landscape.
Here’s a recap of what we learned about what it takes plan, build, deliver, and measure more intelligent advertising and content.
Intelligent Ad Content: Takes a cue from eCommerce to marry equity + action.
During The Future of eCommerce: The New Unicorns, Mondelēz proudly proclaimed: “eCommerce is our future.”’
Chief Media and eCommerce Officer at Mondelēz, B. Bonin Bough, advised brands “to develop channels that deliver incremental growth.”
Bough spoke to the massive number of mobile users and the increasingly engaged audiences of social. His guidance included, brand building alongside more actionable, direct response messages. “Think of apps that are winning – the Nature Box and Game of War ads,” he said. The download option appears right after the equity message. Today’s consumer thinks of equity as being able to get a product.
For eCommerce, integrating a “Buy Now” option allows consumers to act. (Mondelēz saw a 400 percent increase on engagement when a video unit featured a buy online button.) However, the reality for brands is that 90 percent of consumers still shop in-store. Brands cannot give up on the physical store.
Instead, marketers should think about how best to plan, onboard, organize, activate and distribute content and information cross-channel to reach the right audiences and measure success. Reaching the right customer with a relevant message that drives action is the ultimate goal.
Intelligent Ad Content: Sparks a two-way conversation with consumers.
Today, brand stakeholders and consumers alike expect “marketers to be content creators, not just curators,” according to Ram Krishnan, SVP and CMO of Frito-Lay North America.
Sharing several examples across the Frito-Lay brands, the panelists who participated in Frito Lay: The Intersection of Marketing and Technology tackled how consumers connect through two-way conversations with brands.
Cheeto’s Project-TP site drove awareness, advocacy, and action. The brand partnered with Google to share their signature sense of mischief and humor with socially engaged consumers. And by allowing consumers to “toilet paper” global landmarks, the brand garnered a lot of media coverage as well.
More importantly, Cheetos reported a 20 percent share rate for those who encountered the ad and an average of 9 minutes spent with it per viewer. The brand also saw an increase of 8x in sales during the Halloween season during which the campaign was launched – confirming a more engaging conversation can lead directly to increased sales.
Intelligent Ad Content: Requires an insights-based “technologist” mindset.
Consumer insights used to be about stated intent, but today they’re about much more.
Frito-Lay measures and listens to what their consumers are saying and doing every step of the way when interacting with their ads. This allows them to speak directly to their consumers wants and needs.
— Frito-Lay N. America (@Fritolay) October 6, 2015
Example of the brand engaging consumers directly on Twitter to drive them toward a sale.
To understand their data, brands have to listen to their consumers, master new data sets and production models, and their agencies have to do more than “hire different people” to get the right message out to the right audience.
Ian Schafer, CEO and Founder of Deep Focus, summarized:
“It’s too convenient to put agencies in categories between traditional and digital. The agencies that are working closest with companies to elevate their brands are ones that are doing the best at existing in a post-modern – or even post-digital world – where everything is delivered digitally (for the most part) and then informing creative.”
For example, by working directly with the platforms rather than just publishers, brands are now connecting directly with the consumer. This is both more efficient and more effective.
Rishi Dave, CMO of Dun and Bradstreet, made these recommendations to start thinking like a “marketing technologist”:
- Think like a CFO. How am I driving revenue?
- Think less about the technology and more about the capabilities. What supports the sales team and what can deliver content to the consumer?
- Be agile and excellent at curating agencies, technologies, and people. Who and what do I need to work with to make this happen?
Intelligent Ad Content: Tracks to what really matters – the final sale.
Armed with new research conducted with the Mobile Marketing Association, reps from Mastercard and Coca-Cola shared some groundbreaking results about how brands are tracking results to validate the power of mobile internally.
For example, Coca-Cola reported seeing 15 percent higher sales from consumers who received a mobile ad versus those who did not.
And when it comes to creating the right mobile content, they suggested marketers:
- Leverage location information: When location is done well, it can drive increase of 40 percent when integrated into mobile ads.
- Lean on A/B testing: Mastercard cited it as the best way to prove whether or not what you are doing is working and as a primary reason for their shift to digital and mobile ads.
- Build creative for the screen: A mobile screen is not the same as a television screen and ads on mobile must connect with consumers faster, with more immediacy, and more relevance.
Echoing an outcome-centric focus on creative and measurement, were J. Robert Brown Sr. Manager of Interactive at Nissan NA and Steve Savic, ECD at Critical Mass.
Using audience data and testing, Nissan strives to create more meaningful interactions in sync with their core brand positioning. They shared several examples, including a customized a video ad they executed in partnership with Google. This campaign also connected consumers to real test drive opportunities based on their shared location.
Brown and Savic also cited the importance of pushing out all of Nissan’s content to drive towards a sale. In another campaign, they used customer testimonials to address questions about the electric-powered Nissen Leaf.
Similarly, Tom Peyton, AVP of Marketing at American Honda, encouraged brands to differentiate themselves through emotional content. Adding: “If you create good advertising, people are very willing to watch. And very willing to share. All of us as advertisers have to keep pushing the envelope.”