#archive blog of kris hoet – change agent // chief innovation officer @fcbglobal
Author Archives: Kris Hoet
My name is Kris Hoet and this is my blog dedicated to subjects such as advertising, gadgets, interactive, internet, movies, games … and whatever things that interest me.
More at https://crossthebreeze.com/about-cross-the-breeze/
There was an interesting article in The New York Times about ‘The Cost of Paying Attention‘. And why that is a problem. Not so much for those in need of attention, but for the people paying attention, that it consumes the very necessary time need to think and be creative:
“Attention is a resource; a person has only so much of it. And yet we’ve auctioned off more and more of our public space to private commercial interests, with their constant demands on us to look at the products on display or simply absorb some bit of corporate messaging. Lately, our self-appointed disrupters have opened up a new frontier of capitalism, complete with its own frontier ethic: to boldly dig up and monetize every bit of private head space by appropriating our collective attention. In the process, we’ve sacrificed silence — the condition of not being addressed. And just as clean air makes it possible to breathe, silence makes it possible to think.”
Make sure you make you mike the time needed for silence. There’s a nice little book published by TED called “The Art of Stillness” that I bought recently that taps into the same issue. Think about making time for silence, time to be bored, you will benefit from it.
Bonus link – In case you forget how much time you’re actually asked to pay attention, watch this 8 year old video ‘Kapitaal‘ made as an art project by Studio Smack.
This week will be my last week at Duval Guillaume, the Belgian agency I joined after quitting Microsoft mid 2009. While at Duval Guillaume I enjoyed some of the best professional moments in my career together with the team at the agency – especially after we merged both the Brussels and the Antwerp office into one agency. An agency with the ambition to be among the best in the world.
Coming from client side I still remember my first conclusion in advertising after working there for a month or two. The highs are higher agency side and the lows are lower. It really has been an incredible rollercoaster ride with lesser moments like we all have, but I really only want to remember all these great special moments. Campaigns that we released that still today I’m very proud of and especially being at the verge of what is now commonly known as ‘social film’ in advertising with campaigns such as ‘Bikers‘, ‘Push to add drama‘, ‘Poker‘, ‘Coke Zero 007‘, … just to name a few. Especially TNT’s ‘Push to add drama’ generated some results that we could never have imagined – proof being the +50 million views and +5 million people that shared the video on Facebook, out of nowhere really. Anyway, too much great campaigns I will always remember.
And the (for Duval Guillaume) record streak of awards in Cannes, Eurobest and other festivals especially the last 3 years. Becoming agency of the year in Belgium 3 years in a row now. All the jury duties at award shows or keynotes given about our agency at all these fantastic events at sometimes wonderful locations. Good times. The photo featured above taken on top of the stairs at the Palais in Cannes captured all of that perfectly.
And all of that is at the same time the reason why for me it’s time to leave. Why it’s actually time to go do something else, something new, something I haven’t done before. Because that in essence is what I enjoy most. So time to find new boundaries. I am still figuring out what that will be exactly but first it’s time to leave and time to say goodbye to the fantastic team at Duval Guillaume for an incredible 6 years. Thanks!
We live in a world driven by data and although we probably don’t even understand half of it or don’t even bother to look into it as we should, decisions aren’t taken unless they can be fully rationalized. As Rishad Tobaccowala mentioned in a recent post:
“In marketing we worship the algorithm and its superiority to human decision making.”
He makes a good point. He continues with:
“In the world of media we are so fixated on the plumbing of finding the right person at the right place at the right time that we forget that the interaction we deliver will have to be absolutely right and brilliant not to piss of this superbly well located person at the exact right time. The better the “targeting”, the more important the tone, content and quality of the interaction. Lets think about the poetry versus just the plumbing.”
This reminded me of the conversation between Bill and Melinda Gates during this year’s TED event in Vancouver. Somewhere in this conversation – hosted by Chris Anderson – it’s clear that part of the magic between these 2 people in spending billions of dollars to charity is the mathematical approach of Bill Gates combined with the more tangible, human experience of Melinda with the people involved in the decision. Something they obviously recognize as a necessity in their decision making.
Interesting take on innovation and originality on aeon.com:
“… according to a cluster of like-minded researchers, we’ve misunderstood how innovation really works. Throughout human history, innovation – including the technological progress we cherish – has been fuelled and sustained by imitation. Copying is the mighty force that has allowed the human race to move from stone knives to remote-guided drones, from digging sticks to crops that manufacture their own pesticides. Plenty of animals can innovate, but no other species on earth can imitate with the skill and accuracy of a human being. We’re natural-born rip-off artists. To be human is to copy.”
Tom Goodwin wrote an interesting piece for The Guardian where he talks about how to reinvent the agency structure. No rocket science but I think it’s an interesting take on the the current ‘structure’ if there is one and at least it does away with the classic ad agency / digital agency split in a way that makes sense:
Visionary agencies would be a group of innovators, technologists, futurologists and business strategists; they’d spend their time focusing on activity two years ahead and beyond. Their scope would be to improve the products/services made, on branding, positioning, and on understanding the future of marketing.
Brand agencies would be the closest agency to what we consider advertising today. A mixture of talent across all current agencies, to include PR, and some retail and talent from all new technologies, their job would be to build brands and classic upper-funnel activity. Their time horizon would be three months to two years. These are artists that design and shape the brand, and then produce ads and marketing to tell that story, and build brand equity.
Performance agencies would focus on the next two months. Their scope would be to understand how to tweak marketing and communication tactics, how to use automation, clever SEO, retail out-of-home advertising, flow advertising, creative optimisation, real-time marketing, short term PR, promotions at retail and many other tools to perfect the conversion of equity into sales, or in other words, largely lower-funnel activity.
Pat Fallon shares his thoughts on how to get your clients to take creative risks:
“Taking risks is part of our business. One key to persuading clients to take a risk is tightly aligning strategy with the creative approach. Although some observers think advertising comes down to crazy people sitting in a room brainstorming, strategy is the rigorous, behind-the-scenes part of our process—it’s driven by research and consumer insights, and it helps to precisely define what the company is trying to accomplish with a campaign, who the campaign is meant to reach, and why it’s going to trigger a specific response that drives sales. An idea that may seem risky during a presentation will look less so when it’s clear that we’ve thought it through. The client realizes, “These guys understand my business. They understand the flow of money. They are putting my success at the forefront of decisions.” That creates enough trust for the client to say, “OK, I’m going to hold my breath, hold my nose, and jump into the water with you.””
In one of the best talks at this year’s TED Conference in Vancouver, Joi Ito (Director of MIT Media Lab) said the following:
The idea is that the cost of writing a plan or mapping something is getting so expensive and it’s not very accurate or useful. So in the Safecast story, we knew we needed to collect data, we knew we wanted to publish the data, and instead of trying to come up with the exact plan, we first said, oh, let’s get Geiger counters. Oh, they’ve run out. Let’s build them. There aren’t enough sensors. Okay, then we can make a mobile Geiger counter. We can drive around. We can get volunteers. We don’t have enough money. Let’s Kickstarter it. We could not have planned this whole thing, but by having a very strong compass, we eventually got to where we were going, and to me it’s very similar to agile software development, but this idea of compasses is very important.
There’s a lot of talk about shareable content and what it means to go viral. This post is in no means a guide to make sure content does go viral, with this post I hope to help people understand why content spreads and if that is really what has happened in the first place. The reason I think this matters is because marketers are judging other brand’s content to understand what worked and what didn’t hoping to replicate, but they aren’t necessarily always looking at the right data. And since I get into conversations related to this topic constantly, I figured it would be well worth sharing this idea of share rate here as well.
Enough for the introduction, I will use online video (ads) as an example, but the theory works for all kinds of online content, although the data sources will be different of course. There are two key numbers that people tend to look at when judging the succes of online video: views/impressions and shares, although I presume that’s already a distant second measure.
Youtube for instance has its own way to rate popularity of video ads, that is explained by themselves rated based on “an algorythm that factors in paid views, organic views and audience retention” – the Youtube Leaderboard. It’s unclear what the weight of each element is, but it’s clear that it’s mostly based around views. It is also the only number mentioned in the rating. As an outsider it’s difficult to judge only on that number what made each video succesful, was it the idea or was it the mediaspent? Knowing what Youtube’s business is about, there’s no need to explain why this rating makes sense for them.
So it’s important to look further. If you as a marketer (or agency creative) want to figure out why something worked views aren’t the best number to look at on its own. Unruly Media created another way to measure video by looking at the amount of time something was shared on social media. The ads chart is sponsored by Mashable, but you can also look at popularity of other video content. If you want to understand why content was spread amongst people it’s probably a good idea to check if it actually spread in the first place.
Here’s where it becomes interesting. The ranking based on shares looks pretty different than the one based on views, if you look at Youtube’s n2 for August for instance, you will see it’s almost impossible to find in the Unruly ranking. So it’s clear, you wonder how content spread? Look at the shares. But that’s not all.
Let’s look at a classic video we all know for instance: Evian Babies. With over 3 million shares that puts it at number 7 in the Unruly Viral Ads Chart of all time. Very succesful, but does that proof it was spread across social and hence a big succes? Not quite. Paid views will also generate shares – paid and organic. So we need to look beyond that. Here’s where the share rate comes in. The best way to judge whether a video was viewed because people shared it across the web is to look at the ration between views and shares. There’s a few ways to look at it, we use [shares/views] as the ratio, some use percentages, the idea remains the same.
Truly viral content such as ‘Dumb Ways to Die‘ or our own ‘Push to add drama‘ will have a share rate in between 1/20 and 1/10 or even higher (meaning 1/9 or 1/8 but you won’t see those number appear much). Evian Babies – to come back to that same reference – has a ratio of 1/40 and the other example I mentioned (Foot Locker – Youtube’s August n2) has a ratio of 1/200. I would reckon that everything below 1/15 (probably) or 1/20 (definitely) received some kind of ad push. The lower the number the more views were generated through advertising (versus organic) obviously.
The share rate on its own doesn’t say much either of course, a high rate with little views isn’t much of a succes. But if you really want to know why a video was seen by so many people then this is the measure you need to look at. Does that mean those other videos weren’t successful? Of course not. Is it wrong the push videos online with media? Ofcourse not. But want to understand where success came from with the little data you can access? Find the video on the Unruly chart (they show both views and shares – makes it easy) and calculate the share rate.
For the record, Youtube also has a kind of share ratio they use in their presentations but it’s not meaning the same thing. They will look at the ratio between paid views and organic views. Again, thinking of their business selling video ads, I makes for them to correlate paid versus organic views, rather than views versus shares as I suggested.
As mentioned in the beginning I used video to explain but this idea of share ratio counts for all types of content and thus should help you analyze success (or not) of others in good way.
(Please note that I only use examples to illustrate a point, it’s no judgement at all about the videos themselves).
As you might have ready I started with a new email newsletter called WARPED in which I curate some of the best ideas, data, trends and other awesomeness I came across the last week on the worldwide interwebs. You can read #1, #2 in the archive and #3 will arrive tomorrow – and if you like it sign up you can do so here.
The choice to do this in an email was simple. I can more easily share things than I can on this blog and it has a longer lifetime than links shared on Twitter. The decision to actually go with the email format was inspired by some other folks that have their own newsletters – and yes that you should all subscribe to.
A few weeks ago I did a talk about the ‘Rebirth of Advertising‘ at TEDxLiege. Rebirth was the theme of the TEDx event that day and I wanted to bring a story that proves it is actually a great time to be in advertising today. That is if you don’t think about advertising as the intrusive, obnoxious thing that interrupts interesting experiences. Here’s how I define advertising:
“Advertising should be about enabling stories to be told. Whether those are brand stories, product stories, consumer stories, … Why would I listen to anyone if it they don’t have something interesting to say?”
Also when I started developing the talk I wanted it to have no advertising in it, I wanted it to excite people about a business I am excited about without showing entertaining work. You can see the 18′ talk in the video below.
Thanks to the team at Duval Guillaume for trying to push the boundaries of advertising every single day and special thanks to Mike Arauz (Undercurrent) whose thinking influenced me quite a bit lately. Thanks Mike!