On the occasion of the Festival of Media Global 2019 , experts from the advertising world have gathered to share their knowledge and experience through presentations that have revealed the keys to creating effective advertising.
One of these experts has been Bertrand Cocallemen, Global Creative Director of Teads , a multinational company specialized in video and display advertising solutions for all phases of the funnel, whom we had the opportunity to interview after his presentation at the festival.
During his speech , Cocallemen Cocallemen echoed a relevant fact within video advertising, and that is that 85% of the videos that are viewed on the vertical screen of the mobile phone were created for a large, panoramic screen .
On possible solutions to this problem, the expert states that “the advertiser is the benin phone number one who can lead the great change in the industry.” The key will be for brands to test their creativity on mobile devices and validate their campaigns , putting themselves in the shoes of the consumer and how they will receive the message. “Most consumers are reached by brands mainly on mobile devices and this is a great challenge for creatives, because the industry is used to creating 16 to 30 second videos, with a storytelling designed for television, for large screens, with sound activated by default and in a consumer environment where the user is “forced” to watch advertising. And that is no longer the reality. In the US, in 2019 the investment in digital media will already be greater than in television . Cocallemen is clear that “there is no turning back. Digital and mobile are the ways of contacting consumers and messages must be created thinking, not of a specific platform, but of mobile devices.”
Another of the major challenges he addressed in his presentation was that of sound . "80% of consumers watch videos without sound ," said Cocallemen.
Teads conducted a study to check how sound influences the emotions generated by advertisements. It was carried out using facial recognition technology during the recording of individuals exposed to advertising from more than 90 spots. The data was analyzed by dividing the results into two groups, those who had been exposed to the ad with sound vs. those who had seen it without sound. The results concluded that a third of the spots tested had the same emotional impact with and without sound . Another third worked better with sound and, the third and last part, was more effective without sound . “When analyzing the videos that worked best with sound, we were not surprised to see that these were creatives in which the main message and the emotion was found in the words, transmitted by voice.”