Know Their Intention, Get Their Attention: Video Advertising in the Age of Assistance

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People across the globe are constantly looking at their screens. More than ever, getting people’s attention is extremely challenging.

The solution? According to Tara Walpert Levy, the VP of Agency and Media Solutions at Google, is advertisements. Seems easy enough, right? However, it’s not just ads, it’s what she calls “intention marketing.”

The idea behind intention marketing begins by displaying advertisements anywhere consumers visit with intention. According to Walpert Levy, those who visit YouTube are two times more likely to go on the site with intent. By placing advertisements on YouTube, visitors had a 20 percent higher ad recall and a 50 percent higher brand awareness as a result.

The concept she says, is similar to an adventure path book called “video ad sequencing”. From what the consumer chooses to watch their six second video advertisement will be personalized to the context. Let’s say the consumer starts on YouTube, then begins watching a comedy video. From there the video advertisement reflects a comedic feeling.

“The combination of audience, intention and context that’s the magic, said Walpert Levy. “That’s how ads play in the age of assistance.”

To be able to personalize each advertisement to this scale, marketers are going to need third party assistance. According to Walpert Levy, Google uses Datalogix to measure the engagement from the 6 second ads and Nielsen to measure the success of offline advertising.

Walpert Levy was then joined on stage with Wendy Clark, CEO of DDB North America. Clark spoke on how to be a leader in today’s agency.

Her first piece of advice: put the data at the core rather than just creative content. By doing this, the data will have a creative spin and the creativity will have a purpose.

“Creativity is the most powerful force in business,” Wendy Clark

Her next piece of advice: be present. Whether that means not bringing your phone to the family dinner table or having a reserved meeting time every week with your employees you should give them your complete focus. She says that what anyone ever wants is your focus.

Clark’s final piece of advice: When you fail, be resilient. Quickly and graceful recover. Between you and your team, communicate on why you lost and how you are going to be better next time. Also, talk publicly about the lost. She finds that talking about the issue can help her recover quicker.

From listening to both of these women speak on the importance on intention, marketers need to start focusing on intention to get their consumers to pay attention.

By visiting Google’s blog, you can find more information about these new products.

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