SAME FORMULA, NEW FORMATS

THE EVOLUTION OF DR CREATIVE

PRINT TV DIGITAL EARLY MOBILE

WHY THE CONSISTENCY OVER TIME?

PRODUCTION PLACEMENTS PERFORMANCE

MAKING IS EXPENSIVE TYPICALLY DISCREET IT WORKS! WHY CHANGE?
WHY THE CONSISTENCY OVER TIME?

PRODUCTION PLACEMENTS PERFORMANCE

MAKING
MAKING IS
IS MORE TYPICALLY COMPETITION IS FIERCER
IT WORKS!
FRONT AND CENTER
EXPENSIVE
ACCESSIBLE DISCREET THAN
WHY EVER
CHANGE?
 SAME FORMULA
MOBILIZED EXECUTION

VIDEO VIDEO VIDEO

 CREATIVE IS CRITICAL.
56% OF A BRAND'S SALES LIFT FROM DIGITAL ADVERTISING CAN BE ATTRIBUTED TO HIGH QUALITY CREATIVE.1

1) “Build More Effective Ad Creative Using Data and Insights” by Facebook Business, May 2018
 BETTER CREATIVE

BIGGER IMPACT
+22%
incremental sales
Vs. stills alone

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HOW DO WE GET TO BETTER CREATIVE?
BY KNOWING THE RULES, INNOVATING WITHIN THEM, AND KNOWING WHEN TO BREAK THEM
 CREATIVITY RULES
WHAT WE KNOW ABOUT DR CREATIVE

CHAPTER 1: DR TO THE MAX

HOW TO BUILD

CHAPTER 2: TOTALLY TEST AND LEARN

HOW TO ITERATE
 START WITH
MOBILE BEST PRACTICES

SHORTER2 DESIGN2 FRAME2

IN DURATION FOR SOUND OFF YOUR VISUAL STORY

2) “9 Views on Video” by Facebook Business, July 2018

 LAYER ON CREATIVE CONSIDERATIONS
FOR DRIVING ACTION

Static + Video Highlight Showcase Get Provoke Play More

WHAT Work Better The Brand The Product Or Noticed3 And Promote3 With Formats3
WE Together3 Early3 Service3
KNOW Mixed format Brand association Showcasing the Being noticed is Asking questions, Create more, learn
(static plus video) within 3 seconds of a product or service positively correlated showing promotions, more, play more.
campaigns have a video’s start is being advertised for with conversion lift. and keeping the text
positive impact for DR positively correlated most of the video copy under 280
advertisers on lower with conversion lift. correlates with characters are
funnel metrics. conversions. associated with
higher DR lift.

“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
 01 DR TO THE MAX | STATIC + VIDEO

STATIC + VIDEO ADS

HAVE THE HIGHEST CONVERSION LIFT

Static + video in a single campaign result in more

conversions than a single format alone, implying that
the two formats may complement each other in
messaging and/or attract different audiences.
+

Static + video campaigns achieved a 17% higher

conversion lift vs. static images alone

“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
01 DR TO THE MAX | STATIC + VIDEO

90%
increase in
conversion rate
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Static Video
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01 DR TO THE MAX | STATIC + VIDEO

WAYS TO ADD MOTION TO STATIC

IMAGE ASSETS
Basic Motion Brand In Motion Benefit In Motion Demo In Motion

Animate 1-2 elements with Bring the elements of the brand/logo Animate the benefit/message in the first 3 Focus on the demonstration of an app,
motion in the first 3 seconds. to life in the first 3 seconds. seconds. This could be a promo, a product website, product or feature. Visualize
benefit, an offer, a discount or a testimonial. how get from point A to point B.
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
02 DR TO THE MAX | HIGHLIGHT THE BRAND EARLY

DISPLAY BRAND ASSOCIATION

WITHIN 3 SECONDS OF A VIDEO'S START

Logos and Fonts Recognizable Colors Products

Spokespeople
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
 03 DR TO THE MAX | SHOWCASE YOUR PRODUCT OR SERVICE

USE THE MAJORITY OF THE VIDEO

TO SHOWCASE THE PRODUCT OR SERVICE BEING ADVERTISED

Show Multiple Products Show Tutorial Make The Product

Or Variants Or Demo The Focal Point
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
 04 DR TO THE MAX | GET NOTICED

NOTICEABLE, THUMB -STOPPING CREATIVE

CORRELATES WITH LOWER-FUNNEL OUTCOMES

Vivid, Thumbstopping Text Captions Quick Cuts And

Contrasting Colors Visuals Movements
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
05 DR TO THE MAX | PROVOKE AND PROMOTE

POP QUIZ

C B

D
 05 DR TO THE MAX | PROVOKE AND PROMOTE

ASKING QUESTIONS, SHOWING PROMOS

AND KEEPING TEXT COPY UNDER 280 CHARACTERS ARE ASSOCIATED WITH HIGHER DR LIFT
“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018

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“Creative Considerations for Direct Response Campaigns” by Facebook Business, Aug 2018
06 DR TO THE MAX | PLAY WITH MORE FORMATS

COLLECTIONS
COLLAPSE THE FUNNEL TO DRIVE ACTION

Optimize Long Form Tutorials With Use A Short Hero Show Products
Content Products Below Video Or Image In Situation
06 DR TO THE MAX | PLAY WITH MORE FORMATS

IG STORIES
TEST WITH MIXED PLACEMENTS

5X 50%
increase in improvement
conversions in ROI

IG Stories IG Feed FB News Feed

 THOSE WHO MAKE MORE ASSETS
& LEARN FROM FEEDBACK ARE MORE
SUCCESSFUL & GROW FASTER
FROM TO

REACTIVE
OPTIMIZATIONS
DELIBERATE
EXECUTIONS
01 TOTALLY TEST AND LEARN | HOW TO ITERATE

PHASE 1: MESSAGE STRATEGY

+ CREATIVE DIRECTION
TEST STRUCTURE

ON THE GO PROGRAMMING UNLIMITED PRICING

BASE 7% 6% 13%
of website views of website views of website views

ILLUSTRATION 5% 6% 62%
of website views of website views of website views
01 TOTALLY TEST AND LEARN | HOW TO ITERATE

PHASE I: RESULTS
WINNER: UNLIMITED PRICING + ILLUSTRATION
02 TOTALLY TEST AND LEARN | HOW TO ITERATE

PHASE II: EXPERIMENT WITH VERTICAL

VIDEO & OFFER PLACEMENT

Quadrant
Click to edit
format drove
EDIT
70%
Click to edit
website views

Square Control Square Quadrant 4:5 Control 4:5 Control + 4:5 Control +
Static Offer Animated Offer
02 TOTALLY TEST AND LEARN | HOW TO ITERATE

PHASE II: EXPERIMENT WITH VERTICAL

VIDEO & OFFER PLACEMENT

Quadrant
format drove

70%
website views

Square Control Square Quadrant 4:5 Control 4:5 Control + 4:5 Control +
Static Offer Animated Offer
02 TOTALLY TEST AND LEARN | HOW TO ITERATE

PHASE II: RESULTS

WINNER: SQUARE QUADRANT
FROM TO

DELIBERATE
OPTIMIZATIONS
DISCOVERING
EXECUTIONS
 ONE WAY TO GET STARTED
WHAT MAKES PEOPLE WANT YOUR PRODUCT?

“I don't want to
THEME:
buy soda online, You can try
Motivator/ Free shipping Promotion–
there's a store ClubS risk Benefit RTB Sign Up Now CTA
Barrier 2 and returns “sample a flight
around the free
risk free.”
corner"
AD 2
 CLUB SODA
“I don’t want to buy soda online “I care about craft and
“There won’t be a flavor for me”
there’s a store around the corner.” all natural ingredients”

VIDEO
QUESTIONS?
MARCH 2019