Are You Creating Cut Through?

As I sort through the various ad industry tweets that pop up daily, I am stunned by two things consistently. One is the amount of creativity out there on a global scale, which is always pushing boundaries and always finding new ways to reach people in such unique and engaging forms (SEE Nike Ice Cream Truck Video above). The other thing I consistently see is the herd mentality towards one particular idea, concept or media. At the moment and within my world, it seems to be DOOH signage (digital out of home advertising) and a lot of companies have jumped on this one and are pushing hard towards setting up shop within this domain.


In as far as DOOH goes, I get it. If done right with good content and good locations it can be fantastic. However, those two variables concern me the most as they can often be out of one's control.  Without hitting those two points, the media itself can be lost in the noise of everything else. Your big ad spend in this area can quickly turn into a glorified television set which has simply been placed in an unusual location. 


Does a digital screen in a convenience store window really stop you? Or what about CM's in train stations? Do they ever force you to stop and react? For consumers, is this media new? Do they not watch TV at home and see commercials daily? Have you heard anyone recently talk about a CM and how great it was? In essence does this create pull and pure memorable engagement? 


My point is that we as advertisers, agencies and media firms need to be careful about rushing into things simply for the sake of being able to. Sure things sound fun and the technology could be amazing but ultimately what kind of pull does it create? How does it make things memorable for the intended target?  


As we all know within advertising, if we can create something pure and memorable which can 'physically' elicit a reaction such as a smile, a look of awe, a shriek of excitement or something of that nature the media/content worked. We need not worry about the rest such as the social media play because that will naturally follow if your original strategic play was good.  


In essence, my advice for those of us within advertising is to really re-consider the fundamentals of what the industry is built on, which of course is engagement and ultimately action. The tools to do this have certainly changed and that is what is difficult. However, we need to be wise in choosing the right mix to achieve our aims. 

How to Ensure the OOH Prophecy is Realized

"Brands need to engage people in everyday life."


"With outdoor you have the freedom to connect everything together."


"The Outdoor category at the Cannes Festival of Creativity awards reflects the future direction of the industry."


"The very best campaigns are able to bridge the gap between the traditional categories and can push the boundaries further."


"Outdoor's endless opportunities will persuade clients to shift more of their focus and advertising spend to the medium."


These quotes are certainly powerful. The fact they come from a leading creative director--Ed Morris--and juror from the outdoor Cannes festival awards, gives them even more clout. 
These are the types of quotes and beliefs needed to further educate and inform brands and agencies that outdoor is a powerful and underused tool within an advertising arsenal. 


The fact remains that outdoor often accounts for smaller portions of budgets. At times this can require an intensive pitch to brands, of which I would venture to say a majority still think that outdoor is strictly represented by billboards. This of course couldn't be more untrue, as many of us within the world of outdoor understand. 


Despite these challenges, their is a true abundance of media options and solutions available to outdoor. The ability to really make a significant impact is real and will undoubtedly continue to build. It seems that Ed Morris' prophecy of an advertising age in which outdoor plays a major if not central role could be on its way. But to ensure all of this, 'the now' should represent an intensive period of education. 


Educating brands, agencies and properties in as far as how they all stand to benefit is the key for deepening the penetration of outdoor. Additionally, noting creative and unique ways to accomplish objectives outside the realm of traditional is also very much something which needs to be further refined. Lastly, and perhaps the most important I feel, is enlightening involved parties that outdoor truly is a bridge to a brands online play and investments. Outdoor can be the missing link for a genuine 360 degree campaign which aims to penetrate both the digital and physical realms. Presence in simply one sphere of a human's consciousness will not be enough to achieve that top of mind awareness that advertisers really crave. 


It does help that large brands are starting to get it. More and more successful case studies and even award winning campaigns are being developed. It also helps that digital giants such as Google and Microsoft lead this wave. To some, it may be ironic that firms which are defined by a digital existence should lead the charge. However, they seem to truly understand that one sphere of existence is NOT enough. A lesson which needs to be taught and re-taught to ensure that our bright  'outdoor' prophecy is realized. 

Emotion is the KEY in OOH

Out of home advertising campaigns are always based on getting attention. However, there are so many options and price points available ranging from standard billboards, guerilla stunts, digital and so on. The mix can be quite varied and diverse. The key question is centered on efficacy though. What will be the best value or mix for an effective campaign?


Well to answer that, an interesting study was released recently by a top Neuroscientist, Dr Phil Harris from the University of Melbourne. The study was based on what helps consumers recall such outdoor advertising. What it found was the importance of active information processing in aiding recall. The study clearly noted that simply noticing something is not enough for consumers to recall a campaign. Advertisers should be honing in on deepening engagement. The three key methods of ‘switching on’ consumers include emotional arousal, experiential learning and sensory branding.  


This is rather poignant stuff and simple decisions in the planning phase of a campaign can really go along a way in terms of really making a lasting and memorable impact.


Have a look again at Coca Cola's latest media and tell me, how do you feel from this? What kind of emotions would this elicit if you came across it in the course of your day. 


Do you follow?


Some conclusions and tips to be drawn from this?


1. Creativity in outdoor can and will create a powerful connection via emotional engagement if done properly (see this link)


2. Cost to achieve efficacy can be more at times, but in advertising or anything else there is little value in wasting time, energy or resources on sub-par results. Analyze the goals and make sure your media CAN really achieve them. (see this video case study for inspiration)


3. Forget standard billboards and posters unless they have some kind of creative or unusual flare. Can you recall the last time a billboard or poster made your heart skip a beat and 'pulled' you?


4. Seek out innovative OOH media firms. They are usually small but incredibly focussed and centered on delivering the results you seek (shameless self promotion)


5. Play with your media mixes. Make sure they can all connect and leverage off one another. 


6. Remember that the deeper the engagement or emotional arousal, the more likely the action will follow suit. All advertiser crave the spread of 'likes', posted pics, comments, tweets, Facebook engagement etc. That is where every advertiser wants to be and it is not as difficult as one thinks to create this spread through the right kind of media.

The Ad Industry Pivots in Japan...

The devastating tragedy suffered in Northern Japan earlier this year has had a huge impact on Japan and it's people in so many ways. The continued suffering across a range of social and economical areas is still very much real and prevalent. The advertising industry in Japan of course has not been spared and has really shifted and changed its stance on a number of fronts out of necessity.


For those of you living outside Japan and unfamiliar with some of the challenges faced, Japan is dealing with potential shortfalls of energy this summer as a result of reduced energy output capability. In Japan, the buzz word at the moment is 'setsuden' which basically translates as conserving energy. This has certainly created a lot of doom and gloom within the industry for some.  


This setsuden minded shift has made its mark in a strong way within digital OOH. Basically, it has knocked digital signage off of its most recent rise and trajectory in Tokyo. Immediately after the disaster, all digital signage was shut down. Now, what we are seeing however is more of a limited run on it during certain times and places within Tokyo. 


However the lasting impact here is that in speaking with many agencies, the types of questions they ask now are always centered on energy output. Detailed break downs and technical knowledge of energy related issues is a must for any electrical based media supplier. On the client side, many brands are quite reluctant to touch anything with a DOOH push for fear of being insensitive. I expect such a feeling to remain throughout the summer and even deep into the third quarter. 


However, such news is an opportunity for advertising firms to really pivot. As this has disrupted a lot of the usual media buying patterns, the opportunity for agencies or media houses to present new and effective mixes is certainly there. Ideas which might have been straight to the scrap pile, suddenly take on new relevance and importance if they promise to skirt setsuden issues. 


In essence, what I am trying to say is that despite difficult operating environments such as this one. It is always worth remembering that for every challenge faced, an opportunity will present itself if you have the right mindset and outlook.     

Why Should Agencies Push 'Outdoor Advertising' More?

Outdoor advertising builds brands by providing the 'fame' which is essential for strong brand development, sustains the strongest brands and builds young brands. This was taken from a recent WPP study on brand equity and media activity. 

In addition, this study goes on to say that outdoor media creates a presence which allows for brand building and drives online search activity. This study is sweet music to the ears of many OOH professionals. The value in effective OOH is certainly known to many who handle the media, however for those not familiar with it there still seems to be a barrier of sorts for certain advertisers and agencies to fully enter this realm. 

One such challenge has been the lack of reliable studies such as this one. Additionally, metrics are viewed as haphazard at times and of course ROI  has been deemed questionable on certain types of media. That being said however, what this study shows is that there is true value if brands and agencies choose wisely and cater specific goals to leveraging the best of what OOH has to offer.   

Speaking of results, it comes as no surprise that OOH can drive brand development. That is fairly obvious and has been one of its strong suits for quite some time. What has been a pleasant discovery is how OOH is noted along with TV as being one of the two most significant drivers of online search activity. To take this even further, outdoor was shown to be more cost effective in this realm than TV. This basically challenges a lot of assumptions and conventions on what outdoor is good for. 

Being able to amplify and enhance digital ad spend would certainly be a whole new way to view outdoor and in essence start delivering and covering up some of OOH's inherent weaknesses--namely accountability and solid metrics. A recent outdoor campaign by McDonalds illustrates the power of these points as per sustaining brand development and also linking to digital for reliable measurement.  By all accounts this digital interactive campaign seemed to work for McDonalds and truly illustrates a lot of what OOH can do. 

What does this mean for you as an advertiser or agency? Here are some tips on effective OOH use:

1. Since OOH opens up a whole new realm for certain brands, the creative options to woo new or existing clients are huge and should be taken advantage of

2. You should NOT simply take existing media and creative design solutions from other media and plug them into OOH. The best and most successful OOH pushes are like anything else and require careful thought and consideration for the specific goals you have.

3. Explore the possibilities! Outdoor no longer means simply billboards. The media solutions available are wide and varied. 

4.  Take a look at existing digital plays and have a think as to how they could really be amplified using OOH

5. Have fun! Remember the goal of OOH is not to simply blast your message in someone's face but rather pull them in. Take lessons from the brands that are doing it right like McDonalds and others.

3D Advertising--Flash in the Pan?

According to a leading producer of stereoscopic 3D commercials and recent studies from multiple independent sources - including ESPN, Xpand and Texas Instruments- the use of 3D in advertising yields:

• 92% total recall of an ad 
• 68% of that number showing a higher likelihood of following through with a purchase of the product advertised
• average increase in viewer retention of 15% for 3D commercials

Did this catch your attention? Perhaps I ought to bing blogger.com to find a way for these words to magically pop out of the screen for you and then perhaps you will take notice. Those statistics are phenomenal. What advertiser would not want to be part of that? Of course, that explains the rush of sorts for certain brands to jump on this and for us as media providers to find ways to leverage such value. Statistics like that indicate that 3D is not some tiny trend which is here today and gone tomorrow. The silver screen is certainly using this as a way to revive sluggish box office sales and freshen things up for movie goers, so why not a deeper push within advertising to this point? 

For a nominal increase in cost but a huge jump in statistics that all advertisers want to see such as high retention rates, high brand recall and increased likelihoods for future purchases, it seems like a no brainer.

However, there are some good reasons as to why things have not taken off completely just yet.  The first one is certainly technology related and its limitations to date. Namely, I strongly suspect that the technology is good enough for home viewing but it has not penetrated deep enough via home equipped television sets, glasses. The second issue is the home programming. Of course there are some good examples of 3D programming such as the Discovery Channel, ESPN and others, however as a whole we still have a ways to go before networks will invest consistently in wholly 3D based programs.  Until this happens, most advertisers will not jump off their tried, tested and true 2D and accompanying huge metrics for this tiny--albeit a growing one--niche segment. 

In essence, I really feel that 3D advertising is like that rolling snowball analogy. It simply takes motion and a persistence in the beginning to get things moving. Before you know it, that tiny little snowball has picked up what was needed and is now boulder sized and thundering down the hill enveloping all in its path. It is at this point in which the advertisers will fully jump on. One has to look no further than 3D in movies for that type of thinking to be validated. 

My confidence in this is really based on knowing and understanding that the purpose within advertising at its simplest and core is providing cut-through to a targeted segment. 3D certainly offers the cut-through and now its merely allowing the channels to develop which will allow advertisers to reach out (pun intended) and attract.  Therefore, I do think it is here to stay and it is not even close to being a flash in the pan phenomena. Given time, you will see 3D penetrating even deeper into other forms of media via AR, billboards, other 3D optical illusions and of course more television and commercials. All sorts of fun stuff is on its way! 

Online x Offline ads = BIG POTENTIAL

Having reflected on the many pitches and meets I have had with numerous advertisers and agencies over the last year, it has been interesting to hear so many different ideas being floated around. In particular the cross media mix of online media content with offline OOH advertising. Digital agencies have started exploring OOH. Non digital agencies have started to explore collaboration and use of digital content. In both scenarios these firms are starting to understand that in order to stay on the edge, collaboration and new mixes are needed. 


Of course for what our company does this certainly helps. The logic behind it all makes complete sense. No doubt, there is power within online advertising whether it be Google Ads or social media.  As we all know, social media is everyone's darling and we all want to find a way to harness its power. Advertisers who ignore this, do so at their own peril as this trend is not going anywhere. 


Shifting gears into OOH, as noted in an article by the Economist, MagnaGlobal, a media researcher, predicts that worldwide spending on out-of-home advertising will expand by 8.3% in 2011 to about $26.4 billion, faster growth than that seen for other non-internet forms of advertising. Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.


What this amounts to are very new and interesting cross media mixes being thrown about. What better way to direct target consumers to online campaigns than through engaging and fun media in the 'offline' physical world via things like AR or other innovative ideas like --shameless plug--'Parking Stripe Media'.  Recognizing the opportunity to really have fun and physically engage and 'pull' people towards your brand in noticeable and memorable ways is key. If that interest is fully captured we know what can happen--mobile pics, tweets, blog entries, sharing on social networking sites etc. 


Big advertisers are getting it too. Here in Japan, Toyota's very own agency  has summed up my feelings very well on this subject with their corporates-ese message on their website : 


"People’s life style and behavior are becoming increasingly diverse and personally distinct. Today, conventional means of mass communication are no longer able to reach consumers individually. Developing unique approaches suited to various diverse personal interests and activities is vital. In order to contact each customer (user) individually and establish “points” for a relationship, we devise, develop and conduct action plans in both the real and virtual worlds."


This trend should only accelerate. All in all, it is undoubtedly an exciting time to be part of these new mixes of Online x Offline media content. 

DOOH: Ads that can learn

While reading up on some DOOH industry news, I stumbled upon a really neat company called Immersive Labs which claims to offer digital signage software that allows ads to be altered and specifically targeted  based on specific consumers attributes. 

This of course is not entirely new. There is something called video analytics via small cameras installed on or near digital signs which allow DOOH marketers to analyze the people who pass by and then appropriately set the 'right' ads based on relative age and other factors. 

However, where things get interesting with this company is that it claims it's software can learn and get smarter by way of reading environmental factors in addition to video analytics on the fly.  Aside, Minority Report anyone? This technology incorporates social media tools such as Twitter and Foursquare.

Using a concrete example illustrates the potential power of this new tool.  Let's say that the video analytics are picking up on younger men passing by. At the same time, the system is also learning there is a sporting event happening in the area via Foursquare and Twitter. The end result? The system might show a Nike ad instead of a FedEx ad. 

Wow...

In short, this smart technology changes a billboard ad based on this video identification and other enviornmental information via social media. The software learns what works and improves over time. 

In a test at a Boulder Prana store, changing ads in this way resulted in a 60% improvement in engagement (as measured by time that people looked at the ads according to the video analytics system).

According to CEO Jason Sosa, he says he expects to have a product ready to sell on a larger scale in three to six months. Several pilot locations are already in the works including the St. Louis Rams stadium and JFK International Airport. 

If any of you have seen the film Minority Report, it would appear that fantasy is certainly catching up with reality. 

"Brands and Risk" Morgan Spurlock Style

This past week as I was wasting the time away during my daily train ride commute, I was directed via a tweet to a TED link entitled 'The Greatest Movie Ever Sold--a look into the World of Brand Marketing" by Morgan Spurlock. Aside from recognizing past projects--by title only--which he had put together, I have to admit prior to watching this video I had no idea who he was. After viewing it, I certainly came away with a much clearer vision, as well as an appreciation for what an interesting project he had put together recently.

Basically, for those who do not know 'The Greatest Movie Ever Sold' is a film all about marketing and advertising whereby the entire film is funded by product placement. So what happens in "The Greatest Movie Ever Sold," is that everything from top to bottom, from start to finish, is branded from beginning to end -- from the above-the-title sponsor that you'll see in the movie, which is brand X. The goal of this whole film is transparency. It's about seeing the whole thing take place in this movie from the concept being pitched to ad agencies right on through to production and finish. 

What makes it so engaging however--in at least from what I have gathered from the TED talk he gave--was that numerous big name agencies all turned it down and even recommended their clients not to partake. Spurlock even decided to by-pass the agencies and hit up the brands directly which included over 500 household names. The end result was that he got 17 brands to participate. That's right, only 17. Evidently and not surprisingly the agencies and brands were most afraid of giving up control on final product issues and not having enough say on particular production matters. 

His message which he makes clear here in verbatim is that, "If you take chances, if you take risks, that in those risks will come opportunity. I believe that when you push people away from that, you're pushing them more towards failure. I believe that, when you train your employees to be risk averse, then you're preparing your whole company to be reward challenged." 

The results of this movie so far since it premiered at the Sundance Film Festival you ask. How about 900 million media impressions so far? That's only online -- no print, no TV. The film hasn't even been distributed yet. It's not even online. It's not even streaming. It's not even been out into other foreign countries yet. So ultimately, this film has already started to gain a lot of momentum. And not bad for a project that, almost every ad agency he talked to advised their clients not to take part within.

So here we have it, a very clear example of just how risk averse we still are despite knowing the potential benefits and opportunities whether they are presented via social media, OOH, digital or other ways. This certainly speaks volumes as to how brands and agencies really need to re-think philosophies as per their activities. Let's face it, these chances to reach people in very unique and real ways are only going to exponentially multiply and for those who 'get it' the opportunities will abound. 

An Inside Look at the State of Advertising in Japan: Post disaster

Where is our ad industry in Japan right now? Are we within a state of solidarity and unity? Do we possess a state of common resolve with a plan as to how to maneuver this trying time? Sadly enough, it seems that such notions despite being inevitable are somewhat premature. I think the one common element most ad professionals could agree on at the moment is that we find ourselves in a complete state of uncertainty and confusion.

This tragedy which took place just under a month ago has certainly impacted many on both the personal and professional level. In so many ways, this disaster has been unprecedented in scale and reach. On a business front, we are alerted each day of new challenges that many industries—both domestic and international—face as disrupted manufacturing schedules wreak havoc.

To this point the ad industry has not had a lot of press coverage as to it's state. However, the effects are quite clear to anyone living within Japan at the moment. Television CM’s are just starting to make their way back aside the social messages brought to us by AC (Japan Advertising Council) http://www.ad-c.or.jp/eng/ .

Digital signage which had been one of the hottest media tools within Japan has been virtually wiped out for the time being due to power conservation issues.

OOH ads, posters and billboards as well have been affected too. For quite some time it has been common place on any major train or subway line to be presented with an array of ads within the stations or even in the train carriages themselves. However, this has been severely curtailed too. One reason for this lies with the over-reliance on key supplies in affected areas. Hydrogen peroxide is a key ingredient in paper bleaching amongst other things and two companies which supply this key substance were severely affected. This is in addition to six paper plants and a Maruzen Petrochemical factory—a major supplier of the nation's printing ink—which were rendered useless after the quake and tsunami. For a solid take on the over reliance of companies on limited suppliers see: http://www.terrie.com/

It is not hard to see how and why the advertising industry has been affected simply based on these cold and sobering facts. However, there is another reason which is just as pervasive and powerful at the moment. This one however, lies with a cultural explanation.

The Japanese people unfortunately have experienced devastatingly hard times before and one has to look no further than post WWII and the re-building efforts that took. The psyche of reserve, restraint and a pure willingness to dig in and re-build were qualities which certainly helped Japan to recover. Once again, these qualities will be put to the test.

How this affects advertising is that such unnecessary or outward displays of excess or distraction to tasks at hand are generally frowned upon. According to many, it is or should be a time of restraint and self control out of respect for those suffering and/or lost and also for the task at hand of re-building. This explanation explains why the few ads we are starting to see trickle out are based more around low key FMCG such as beverages and other everyday goods. It is safe to say that agencies are putting those luxury goods campaigns on hold for the moment.

Of course as we all know, time is a healer and things will come around again. The question for all of us in the ad industry right now is a matter of when? When will it be okay to return to normal advertising campaigns? When will it be safe to advertise without running the risk of offending target audiences? For many agencies, these questions move into things like, “How do we effectively target whilst also contributing to charitable efforts. How can an advertiser tie in its own altruistic efforts for the common good?” These are all questions which are being tossed about by many brands and agencies at the moment.

Make no mistake it is a time of confusion and uncertainty within advertising. The next few months will be a challenge for all of us. The one thing we must all tap will undoubtedly be our ‘creativity’ in balancing and navigating around these issues. Thankfully, that is an intrinsic quality all of us within this industry should have in abundance.