#thebigdig - Day 3: Bringing the Story to Life
Our deep dive into I&E at #thebigdig this week continues with experts from the wider Dentsu Aegis Network talking about simplification and relevance. Emma Saddleton, Communications Planning Assistant at Carat, explains all.
- Be relevant in time, space and context if you want to make an impact
- Identify who and where your audience are - Brands now have multiple data sources that allow them to be able to create incredibly relevant moments if they are able to be use these sources correctly – however, as Russell Smither pointed out, we can ‘drown in this data without controlling it’. Combining the right types of data helps place a brand in front of the right eyes at the right time, and from an OOH perspective, in the right place. Lenovo launched Lenovo Yoga and utilised Posterscope’s multiple data sources (EE, OCS, Route and Planner) to pinpoint the locations that over index for their target audience of young ABC1 Adults (FYI – Lenovo Yoga is a laptop, not an event). Doing this allowed the brand to simplify the aim of promoting a relevant product to young adults and instead pinpoint their activity to increase their relevance and bring the messaging to the right context, resulting in a large uplift in search volume for the event in the short time the campaign was live.
- Use the past to predict the future – Humans are creatures of habit. We know the bars, venues, shops etc. that we are likely to revisit. Feeding this data into our planning, whilst yes adding yet another data source, helps to make the story more fluid by identifying key locations and allowing us to pick those that are have the most affinity with our audience. Brands can benefit from this by looking to identify the wider context and the interests of those we wish to speak to as opposed to basic demographics.
- Use the context to your advantage and be increasingly relevant to ensure you stay front of mind – Russell highlighted that ‘Not all impacts are equal’ – there will be variations in the duration, why and where people are viewing our posters. Technology such as Virtuocity, developed between JCDecaux and Posterscope and building on Route data, allows us to test combinations of variables for different sites in a virtual reality drive-through so we can know that when a consumer encounters our poster in their own story, it is the most engaging as it could be. Similarly, by utilising dynamic messaging in a relevant point, we can create a slicker story that is relevant to the customer at hand. To highlight this, test and control samples of static vs. dynamic creative demonstrated that both spontaneous and prompted ad recall were higher when the messaging presented to audiences was relevant to them at the precise moment e.g. London, 3°C outside.
- I only had 5 minutes and have skipped to the end – what exactly did I miss?
- It is increasingly important for brands to stand out but not to overcomplicate their messaging as this will lead to confused clients, let alone confused consumers.
- We have the opportunity to be even more targeted with our campaigns, ensuring that the messaging we serve to consumers is increasingly relevant.
- Evaluating your work as you continue through campaigns will help lead you to insights and points to build on so that your media money is being used in the most cost-effective way.