Sean Dunn, Account Director, Vision Critical Sally Joubert, CEO, Luma Research

2005

Four  month  ad  development  0meline  Month  One  –  ad  ready  for  tes0ng  Month  Two  –  tes0ng  and  feedback  Month  Three  –  ad  revised  based  on  research  Month  Four  –  ad  on  air  

Timing  When  do  you  need  the  results  by?  Supply  any  cri0cal  dates  that  may  be  relevant…  Results  by  the  end  of  November  will  allow  enough  0me  to  make  any  changes  prior  to  the  ad  airing  in  2006.  

When  do  you  need  the  results?    

Now  One  week  ad  development  0meline  Day  One  –  ad  ready  for  tes0ng  Day  Five  –  tes0ng  and  feedback  Day  Six  –  ad  revised  based  on  research  Day  Seven  –  ad  on  air  

Project  completed  in  5  days  from  commissioning.  

2012

•  The fragmentation has created huge changes in the way we can market brands….from budget setting to the creative approach to the role of the media planner.

•  Never has media been richer and more complex.

“We really do live now in a world of multi-media, multi-channel and multi-platform communications, where the consumer can dip in and out of their chosen media…..” Jim Marshall, Media Planning in the Digital Age - 2011

Online  Adver0sing:  From  last  to  second  in  Ad  Spend  in  less  than  10  years…  

“Interestingly, this trend is confirmed by IPA Effectiveness Awards winners over the last 20 years. In 1990 the winners were on average using just two media channels, in 2000 it increased to slightly over four, but in 2010 it had increased to over nine. Recent winners in this year's Awards, such as Walkers, first direct and Aquafresh have demonstrated a highly effective multi-media approach” (Marshall, 2011, p2)

Mul0  Channel  is  needed  for  Effec0veness…  

The opportunities and

challenges facing brand

communications as a result of

changing landscape

Challenges •  New interactive formats •  Too many messages/clutter – tough to cut through •  Too fast (expected to get messages out quicker to “keep up”) •  Content Integration – Integrated campaigns across channels

so your brand has a clear message(s).

New  channels  make  it  easier  to  target  demographics  

Enhanced  power  (ability  to  go  viral)  

Interac0ve  capabili0es  

Opportunities

Campaigns that got it wrong

CONTENT IS KEY •  Independent  of  these  

changes,  the  most  cri3cal  piece  of  adver3sing  is    to  get  the  content  right.  So  that  it…  –  Stands  out    –  Is  consistent  and  clear  

Media  channels  are  important  but  having  the  right  content  is  s0ll  crucial  “Having  the  right  content  is  what  makes  a  campaign  -­‐  not  necessarily  the  channels.  Brands  need  to  think  about  how  their  audience  react,  par3cipate  and  even  create  their  own  content  from  what  they  provide,  and  then  take  it  to  other  channels.  When  an  audience  does  this,  not  only  is  it  indica3ve  of  geCng  the  content  right  for  the  target  audience,  it  also  has  greater  reach  and  saves  the  brand  3me  and  effort  in  inves3ng  in  yet  another  channel”    (Gibbon,  2011,  p1)  

An advertising testing methodology that is tried and true

p.14

What is it?

Diagnostic How can I fine-tune?

Innovative ad- testing tool

Message Content Branding Purchase Intent

Predictive Will my ad cut-through? Is it effective?

Comparison to database of over 6,100 ads

Based on latest thinking about the brain and how ads work

Validated ad effectiveness benchmarks & norms

Measure  brand  feelings  

How  can  you  use  it?  

Rapid-­‐Fire  Responses  When  ad  decisions  need  to  be  made  fast  

Remove  The  Guesswork  

Listen  to  audience  feedback  

 

Ad  Op0miza0on  Diagnose  strengths,  

weaknesses  &  fine  tune  crea3ve  concepts  

Compare  Alterna0ves  Choose  the  winning  

idea!  

Early  Tracking/Post-­‐Tes0ng  

Monitor  in-­‐market  performance  

 

Ad  Benchmarking  Compe3tor  ads  or  

comparing  global  ads  across  mul3ple  

countries  

•  An  adver3sing  tes3ng  methodology  that  is  tried  and  true.    

add+impact® on

Steroids = Leveraging Technology

Brand  Bonding  Does  the  adver0sing  enhance  feelings  towards  the  brand?  

A\en0on  Does  the  ad  get  the  a\en0on  of  the  target  audience?  

In Summary… •  OMG It’s all changing… •  Content testing cannot be sacrificed •  Keep up by putting your

communications testing on steroids

add+impact® on

Thank You!