BRINGING THE

CERTAINTY OF SCIENCE

TO THE ART OF

BRAND MARKETING

MELINDA

McLAUGHLIN

CHIEF

MARKETING

OFFICER

HOLD IT RIGHT

THERE BUDDY.

I’M TALKING

TO YOU.

MOVE THEM.

INSPIRE THEM TO

MOVE INSIDE YOUR

STORY.

CREATIVITY:

SOLVING A CHALLENGE

IN A NOVEL WAY

FIRST THINGS FIRST:

1. VIDEO RULES

2. PEOPLE LOVE/WANT

IT EVERYWHERE

3. MORE TIME IS

BETTER!

9

Time Spent (Hours Per Week)

8 5 12

Source: Frank N. Magid Associates Inc., 2012, Tremor Video commissioned study

CREATIVITY.

CREATIVITY. UNLEASHED.

PAC SUN VIDEO

GEICO VIDEO

AUDI VIDEO

CAN WE TALK?

LET’S GET THIS TWO

WAY CONVERSATION

GOING!

CREATIVITY AIN’T WHAT IT

USED TO BE

38% OF AD AGENCIES

FIND PLANNING PHASE

TO BE DIFFICULT

40% OF AD AGENCIES

FIND CREATIVE PHASE

TO BE DIFFICULT

38% OF AD AGENCIES

FIND EXECUTION PHASE

TO BE DIFFICULT

Source: DataXu and DIGIDAY, Digital Advertising State of the Industry Survey, Dec. 9, 2010; Casale Media, June 2011

CONSUMER EXPECTATIONS

ARE DIFFERENT.

COLLABORATION IS KEY.

WHAT’S MOST IMPORTANT?

NOT SKIPPING YOUR AD

SEEING YOUR AD

SEEING ALL OF YOUR AD

ENGAGING WITH YOUR AD

THAT’S MY BOY SPR

VIDEO

TIME SPENT

WITH CREATIVE

IS DIFFERENT

IMPACT OF

ENGAGEMENT

ON BRAND

LIFT

WHEN VIEWERS

CHOOSE TO ENGAGE,

THEY EXHIBIT

SIGNIFICANTLY

GREATER INTENT.

CAMPAIGN FLIGHT:

January – April 2012

SAMPLE SIZE:

300,783

6 INDUSTRIES:

Travel, Homecare, Beauty,

Technology, Beverages,

Entertainment

10 CAMPAIGNS

KEEP YOUR ON

THE PRIZE

MOVE THEM.

(AND MEASURE THE MOVEMENT)

MEASURE

IMPACT

UNDERSTAND

ENGAGEMENT

KNOW WHEN

& WHERE

KNOW WHY IT

WORKED

Quick One Question Survey YOUR VIDEO WILL RESUME AFTER VOTING

WHICH CAR WOULD YOU DESCRIBE

AS “FITS MY LIFESTYLE”?

FORD FUSION

NISSAN LEAF

VOLKSWAGON JETTA

TOYOTA PRIUS

THANKS!

Q&A