“If you’re constantly just trying to get that pre-roll in front of a consumer and all they’re doing is waiting for that skip button, you’re wasting the whole effort,” the agency’s Head of Performance Marketing says in this interview with Beet.TV during the Digital Content NewFronts presentations.

Looking at the mix between branding and activation, it pretty much needs to be customized based on the product or service category, says Cannata.

“If you go heavy brand on a retail category, you’re not going to get the lift you’d expect because the consumers now are dealing with a daily media assault of ads. So how do you punch through that and connect to them and build that emotional connection to the brand?”

Data obviously plays a big part in understanding consumers and what messaging will resonate with them. “It’s all about behavior now. I think the breakdown between performance and what it used to mean is different. It’s just advertising now,” says Cannata.

Asked about creative versioning, he cites the attendant financial constraints involved but feels it’s important element of connecting with consumers if done properly.

“If I’m showing you a message versus what I’ve seen, that’s got to be tailored to what resonates for me. It think that versioning is going to play an important part in how we break through that media assault.”

While interactive ads are moving beyond display, video is still king, according to Cannata. But where much video consumption is taking place poses challenges to impacting viewer behavior.

“They’re spending their time on mobile. Creatively, how we do that is going to be a challenge. It’s a new world.”

He believes that even with the rise of ad-blocking solutions, display isn’t dead. It’s just going to take a different form. “And I think that’s building video into it.”

This is where out-stream comes in. “Putting headlines on the videos to get people to think about watching and not skipping” and “actually make something that people are going to interact with.”

Trends like VAST (video ad-serving template) overtaking VPAID (video player ad-serving interface definition) “allows us to do that in mobile apps a little bit better. Cache it, buffer it. Let it play just like it would on TV and consumers will appreciate that a little more.”

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.

“We preplanned out a lot of how we wanted the social to work around it and how we would activate social channels and key opinion leaders to do a really smart push full strategy,” says Scott Hagedorn, CEO of Procter & Gamble media agency Hearts & Science. “It worked out really well.”

Well enough that ADWEEK dubbed the four Tide spots collectively as “the runaway winner” ahead of efforts for Amazon, Doritos/Mountain Dew, Tourism Australia and the NFL’s own campaign.

Hagedorn says the strategy for the Super Bowl work, ads for which were produced by Saatchi & Saatchi, started with the client. The idea was to cast actor David Harbour, known to Netflix viewers as scruffy sheriff Jim Hopper in “Stranger Things,” as a kind of narrator in sparkling clean clothes who talks to viewers about commercials they are seeing.

Tide was able to co-opt its ads “into other Super Bowl ads to make them Tide ads, and they ultimately became P&G ads,” Hagedorn explains in this Beet.TV interview following his speech at the 4A’s Data Summit.

Tide had purchased a 45-second spot in the first quarter to set up the narrative and one 15-second ad in each succeeding quarter. “The interesting thing about marketing now is you can create kind of a multidimensional solution. You can plan for the social ramp up and the social ramp down,” Hagedorn says.

Last year, Bradshaw appeared in a Tide spot with a fake stain on his shirt during what appeared to be a live broadcast but was shot weeks earlier. “This year that was all a tease” to make fans believe that “were going to do a repeat of last year’s Super Bowl stunt.”

In 2015, Hearts & Science won the P&G media account in North America, setting the stage for the agency’s launch the next year. It has since won business from AT&T, “quietly started working on QuickBooks with TBWA,” won the Barclays account with OMD in the U.K. and had a hand in the New York Times Golden Globes “He Said, She Said” work with Droga5.

Hagedorn credits four tenets—agility, empowerment, intelligent scale and open standards—for the agency’s “hot and heavy” new business winning streak. “We’re hoping to wrap a lot of the pitches up that we’ve been working on and carry it through into Q2, but then I look forward to slowing us down a little bit and trying to ingest it and bring it all in.”

This video was produced at the 4A’s Data Summit in New York. Please find other videos produced at the conference here.

How has marketing changed in that time? Marketing is no longer just about messages, it’s also about opinions, Royer tells Beet.TV in this video interview.

“It’s not enough to say the cream filling in your cookie is really good,” he says. “That brand … has to have a point of view on the world. That’s something that we stress all the time with brands.”

In its tenth anniversary year, Drog5 offers brands services from print to user experience and counts Google, Chase and Unicef as clients. It has been named Agency of the Year nine times and one of Advertising Age’s Agency A-list honorees for six years. William Morris Endeavor invested in 2013.

So how does Royer, who has won more One Show Pencil awards than any other rookie creative, execute on the point-of-view imperative?

“We start our creative process by going to a brand or client and straight-out asking: ‘Why does your brand exist in the world?’,” he explains.

“No-one owes you anything – brands die every single day. Why should your brand be considered, why should it live in conversations on your Facebook wall? How can a brand earn its way there?

“It’s like a cocktail party – do you have something interesting to say when you walk up to a group of people?”

This video is part of a Beet.TV series titled “Unlocking the Creative and Connect Potential of Video” which is sponsored by Facebook.  For more videos from the series, visit this page.   You can also find the series on Facebook’s media page.