The Odd Cou­ple?

What does it mean for cre­ative in­tel­li­gence when Google meets Ogilvy?

The Brand Reporter - - EDITORIAL | CONTENTS - By Sh­weta Mulki sh­weta.mulki@afaqs.com

Google’s Ig­ni­tionLab and Ogilvy In­dia have come to­gether in what they’ve termed a Cre­ative In­tel­li­gence Part­ner­ship (CiP). The com­pa­nies say that as sto­ry­telling and brand ex­pe­ri­ences evolve, this move will en­able cre­ative teams to lev­er­age ‘cre­ative in­tel­li­gence’ and im­prove ca­pa­bil­i­ties.

The part­ner­ship will see teams at Ogilvy en­gag­ing closely with plat­form ex­perts at Google to ‘un­der­stand con­sumer us­age, pos­si­bil­i­ties and the finer nu­ances of build­ing cre­atives, and also ac­cess the lat­est tools that can aid in defin­ing cam­paign suc­cess pre-emp­tively,’ the teams share.

At the core here is Google’s Ig­ni­tionLab unit - which brings in ‘cre­ative in­tel­li­gence’ from all the data they’ve gath­ered and the cre­ative ex­per­i­ments that they’ve worked on - all over the world.

Edited ex­cerpts from an in­ter­view with Ku­nal Jeswani, CEO, Ogilvy In­dia and Vikas Ag­ni­hotri, coun­try di­rec­tor, sales, Google In­dia:

Ku­nal Jeswani Why this part­ner­ship, why now?

Mar­ket­ing in­vest­ment in dig­i­tal is far out­grow­ing any other me­dia op­por­tu­nity the client has to­day. The en­tire ad spend land­scape is grow­ing by 10-13 per cent. Within that, the dig­i­tal space is grow­ing at over 30 per cent, year on year. Of all in­vest­ments, about 18 per cent go to dig­i­tal (it’s still pri­mar­ily TV-in­clined, fol­lowed by print) but that fig­ure will grow to 30 per cent be­fore any of us know it.

If you look at the pro­lif­er­a­tion of mo­bile phones as well as cheap data to­day, you’ll see that any given en­vi­ron­ment across any so­cial strata is strapped to their phone for al­most four hours a day. We’ve all grown up in an age when con­sumer be­hav­iour - from a me­dia con­sump­tion per­spec­tive - was linked to a TV screen or a re­mote. The mo­bile de­vice has now cre­ated com­pletely new con­sumer be­hav­iour - a smaller screen and smaller snack­ing time in dif­fer­ent time pe­ri­ods through­out the day, but far more com­mit­ted time.

The way they re­spond to con­tent, the in­creas­ing time spent on it, the way ad­ver­tis­ing is placed amidst that con­tent and the way you need to fight for at­ten­tion re­quires new in­sights and ways of con­nect­ing with con­sumers.

Why Google?

Google has, over the years, brought in a de­gree of in­tel­li­gence on how con­sumers be­have on their plat­form. We want to learn from that and bring that in­tel­li­gence into the cre­ative magic at Ogilvy.

How is this dif­fer­ent from the past en­gage­ments with Google?

In the past, to en­gage with Google on a par­tic­u­lar client or in­sight, we would have to find our co­or­di­nate there, have a con­ver­sa­tion about a spe­cific brand or a spe­cific piece of in­tel­li­gence or as­sis­tance. This is a sig­nif­i­cant move where the scale is larger and or­gan­i­sa­tion-wide.

It’s about cre­at­ing the ag­ile and ‘smart’ ad and bet­ter ROI then?

For any­thing we do on Google’s plat­form - ac­cess to mea­sur­ing tools is avail­able but that’s a small part. When a mar­keter spends on branded con­tent or any piece of work on any plat­for­mTV or dig­i­tal, what is ‘right ROI’?

Me­dia choice mat­ters to some ex­tent but ROI is not driven by the choice of me­dia plat­form or the pro­gramme. ROI is de­ter­mined largely by the cre­ative thought. Does the spe­cific ad­ver­tis­ing you de­liver on that plat­form con­nect with con­sumers? Are you able to get con­sumers fix­ated on it to the point that they were able to re­mem­ber the brand? When you are cre­at­ing dig­i­tal how can you do make it bet­ter and more in­formed through avail­able data? And how to scale it...

Vikas Ag­ni­hotri How unique is this part­ner­ship?

For a long time, we’ve been work­ing on the value that data in­sights bring to any form of com­mu­ni­ca­tion. The cre­ative el­e­ment ac­counts for 70 per cent of the ef­fi­ciency in that com­mu­ni­ca­tion. We are try­ing to add in­sights for that 70 per cent to work bet­ter. On the 30 per cent el­e­ment we work hard - be it YouTube and its view­ers, the con­tent they con­sume and the mo­ment they con­sume it. The magic hap­pens when you fuse the 70 per cent and the 30 per cent.

What is the level of in­ter­ac­tion from Google?

A ded­i­cated team at Google will work with Ig­ni­tion Labs, and get data in­sights and meta-data. That team has the freedom to work with any­one, but right now, they will have a deeper re­la­tion­ship with Ogilvy.

Once the Ogilvy teams go through all kinds train­ing they can ac­cess a lot of data them­selves, and all this will be re­freshed based on newer tech­nol­ogy and grow­ing in­sight.

What’s in it for Google?

We want to do this on be­half of our clients - for cre­ative as well as other el­e­ments, to en­sure that when Google or YouTube is in­volved, we bring the most ef­fec­tive and ROI­ef­fi­cient com­mu­ni­ca­tion.

Mar­keters are think­ing more from an ‘au­di­ence plan­ning’ per­spec­tive than a me­dia plan­ning one.

Give us a glimpse of the kind of in­sight we are look­ing at...

Firstly, video on the 3-inch mo­bile screen is vi­able for many forms - be it 6-sec­ond bumpers, 10 and 30 sec­ond ads, or two minute ver­sions. A phone is picked up 170-odd times a day, and since peo­ple come for shorter bursts, un­der­stand­ing ‘mi­cro-mo­ments’ has be­come key.

Be­yond the what, where and when, an­other level is that of film craft. For in­stance, a per­son on a TV show is shot at var­i­ous an­gles with lesser eyeto-cam­era looks as she/he in­ter­acts more with stu­dio au­di­ences, pan­els etc. But on mo­bile, it works bet­ter if open­ing shots have the per­son in­ter­act­ing with the cam­era di­rectly.

Again on TV, a lot of celebrity shots are glam­orous, zoom in and out, fash­ion-shoot kinds, but on a tiny screen, emo­tive ex­pres­sions get more at­ten­tion, as you don’t have the lux­ury of time. Sim­i­larly, a faster cut in edit works bet­ter on smaller screens.

So there’s a lot you can do in ‘mi­cro-mo­ments’?

You can look at dis­rup­tions in the at­ten­tion span of the viewer. You can break down the peaks of in­ter­est (and the lows) within an ad. At what curve can you bring in change (be it com­edy, emo­tions) to en­able the next peak? The tim­ing of the mes­sag­ing and su­pers is also cru­cial.

Mass cus­tomi­sa­tion is not about ‘spray and pray’! Uber, for in­stance, wanted to un­der­stand cat­e­gories and videos with longer at­ten­tion span. They iden­ti­fied 100 key mo­ments when com­muters were most likely to book a ride, and then used tools to come up with 85 vari­a­tions of a 6 sec­ond ad. ■

Ag­ni­hotri (l) and Jeswani: a new part­ner­ship

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