The Odd Couple?
What does it mean for creative intelligence when Google meets Ogilvy?
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.
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