Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the agency for the home improvement retailer.
The smarter approach now is tapping moments in peoples’ lives and using the behavioral data that can make their way into a creative brief, Estrada explained to the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.
“It can be kind of functional within a category, or you bought a thing therefore here’s the next thing you can buy, using the data we know about people to appeal to them in more emotional terms,” said Estrada. Such thinking requires a shift on the client side to not just think channel first but to think about video and consumer first. Or, “What do we need to make for them,” he explained.
Asked by moderator Matt Prohaska of Prohaska Consulting how difficult it is to convince clients to make the needed investment in various creative iterations, Estrada said you have to start wide and then you can get narrow.
“You can cut it way too thin and overproduce a whole bunch of content that’s going to be really expensive, or you can start there and do a lot of testing and testing,” said Estrada. “You have to be agile in market, create all the different assets, look at it quickly, respond and throttle up when it’s appropriate.”
Nonetheless, weather targeting for a business like Lowe’s is still a key tactic. “Bad weather, good weather has a massive impact on their business,” Estrada said.