the optimization of creations “helps media agencies as much as brands”
Tailoring creatives for different channels on the go will help media agencies execute their campaigns better, Johnson & Johnson and VidMob executives said Media News.
Ander Lopez Ochoa, EMEA Head of Digital Marketing, Media and Ecommerce at Johnson & Johnson and Pablo Dopico, Head of Global EMEA Brands and Agencies at VidMob spoke with Media News about their companies’ global partnership encompassing Johnson & Johnson’s campaigns for its core market, adult market and support market globally and regionally.
VidMob’s platform provides real-time feedback against a set of Key Performance Indicators (KPIs) for creation on a dashboard so that “tweaks” can be made throughout the process for s ” ensure it lands better with audience segments on different platforms.
Adapt creation to different channels to optimize performance
Lopez Ochoa said: “Media agencies are traditionally at the bottom of the whole process because they are the ones providing the actual media, so if you think for example of compensation models, performance traditionally speaking, they are also the ones to blame traditionally for good or bad performance.
“Whereas creative agencies, and I’m generalizing here, it’s more difficult to set up a performance-based model for results. So we use VidMob as a tool to make sure that whatever gets sent to the media agency before it’s executed at least meets the criteria because countless of our ads didn’t work, not because that the placement was bad, or because the audience was bad, or because the targeting of the data was bad, it’s just because we’re sending a 10 second video to Facebook. “
He clarified that the VidMob tool is more about improving campaign performance and tailoring content across all channels, rather than contributing to investment decisions in one platform over another.
Nuances of data and media buying decisions
Lopez Ochoa said creative performance explains give or take 15 potential points of J&J ROI, yet there isn’t a clear understanding of what drives creative effectiveness.
“We needed a scalable solution that was very clear, very quickly about what was working, what was not working on a number of KPIs,” he said.
One example he gave was the Neutrogena brand, where this analysis can help decide whether ads for his acne treatment should be close-up or not based on the response from VidMob’s benchmark audience. . It can also depend on cultural nuances as the answer could be different in Germany or Spain for example, said Lopez Ochoa.
Listerine and Aveeno have also used this type of creative optimization for their EMEA campaigns (photo, above).
VidMob information includes nuances of demographics, length, format and placement that are “extremely valuable to media buying decisions” leading to “better performance”.
Dopico said that VidMob uses two different technologies; “Creative score” and analysis comparing historical and current campaign performance against a specific set of KPIs.
Creative scoring can be based on predefined criteria or modeled on best practices from Facebook, Google or Youtube, an example might be having positive emotion within the first 30 seconds of the ad in creative scoring.
As for comparing your campaign’s historical performance to the current campaign, this is based on the average view rate over the past two years, then looks at different elements of the creative to determine if they are performing better or worse than the average. mean.
This can lead to recommendations like increasing text contrast, decreasing the number of scenes at the start of the ad, using certain talents, or including a different call to action for better performance.
According to Dopico, other creative elements that VidMob says made a difference in effectiveness were the direction of a talent’s gaze and the creation shot in or out during the lockdown. , eliciting different emotional responses over time.
The challenge of the media agency with inappropriate content
Dopico pointed out that VidMob works with most multimedia agencies in the world and that they face many different challenges: “One of them normally is the fact that the creation that they normally receive is not not suitable for the platforms they are going to buy media on and this is a problem that we can resolve very quickly. “
He added, “If you include a campaign optimization that changes almost imperceptible details of an ad, but improves performance, it [media agencies] are no longer stuck with it for the duration of the flight, so it helps them achieve better performance.
“At the end of the day, you know, we are all working to make the campaign and the creative performances the best they can be.”