The 5 Secrets to Advertising Effectiveness (Vision One Research)

Copyright Vision One Research - February 2013

Advertising research for maximum advertising effectiveness

An introduction to AdProbe and the five pillars of advertising success

Agenda

Why pre-testing is important

Introducing AdProbe

The 5 pillars for successful advertising

Emotion Stickiness Branding Word of Mouth Action


Introducing AdProbe

• AdProbe is a innovative advertising research approach developed from the accumulation of 15 years advertising research– Built on the 5 pillars of advertising effectiveness, it includes over 50

new and exciting metrics to assess the impact & success of advertising“AdProbe is unique as it focuses on optimising advertising effectiveness (and

sales) rather than simply replaying how consumers react to it”

• Vision One’s new and multi-faceted approach is supported by validation from independent psychologists, research and advertising practitioners

• AdProbe can be used from the early creative development through to pre-testing and as part of Brand/Ad tracking programmes


Why is research important?

• Clients cannot afford to back losers– Successful advertising can help companies make a huge difference in their business. The

role of research and Ad Pre-testing is to help advertisers identify successful advertising so that they maximise their ad spend and ultimately improve sales and profits

• Minimise the risk of damaging your brand– The purpose of most advertising is to create sales, but good advertising does more than

just raise sales, it alerts consumers to the brand and imparts meaning/value to it

• Understand, in detail, how your ad is (or is not) working– Smart questioning techniques can get to the heart of consumers’ reactions. Only with a

deep understanding of how the ad is working is it possible to make improvements



Emotion

Stickiness

Brand Fame

Buzz

Impact & Action

Five pillars for advertising success


Emotion

• 90% of our thinking and decision-making is subconscious (System 1) and below the surface of our conscious minds

• Essential to understand the emotions to access the subconscious mind:

90% of what we think is subconscious

System 2

SlowLogical

Rule basedRational

TiringCognitive

Considered

System 1

FastEasy

EmotionalEffortless

AutomaticInstinctual

Subconscious Mind

90%

Conscious Mind


Following research into the role of emotion within advertising, Seven triggers of E-motion were identified and developed

Most TV advertising tends to have both a primary and secondary emotional trigger. Typically there is at least one weak trigger – it’s virtually impossible for adverts to be strong on all 7 triggers

Vision One use these 7 triggers to create an Emotional index (E-index) for each advert

The Seven triggers of Emotion


The Seven triggers of Emotion

Creating emotional advertising doesn’t necessarily mean tear-jerking or melodramatic, more importantly it’s about making people Care

Fascination is the catalyst to achieving an emotional response and vital ingredient to successful advertising

“Fascination is an intense emotional focus. When people are fascinated by you or your message,

they’re more likely to trust, believe, and respect you” (Sally Hogshead)

We have found that this E-index highly and positively correlated with purchasing intentions and award winning advertising


Facial Expression Analysis

To supplement our measurementof emotion, for second by second

analysis of how people are emotionally responding to the advertising we use Affectiva’s

ground breaking facial expression analysis software

This allows us to understand how people react on key measures throughout the duration of the

advert. Key metrics include: Attention, Concentration,

Expressiveness, Like and Dislike


Emotions are transient - asking people how they feel about an advert is difficult (especially if their responses and emotions are subconscious)

The e-Test monitors their emotional state second by second for a thorough assessment

Metrics include: Attention, Smile, Valence, Confusion/Dislike, Surprise

Facial Expression Analysis



Stickiness


Secrets to being STICKY

• Sticky advertising is inextricably linked with involvement and relevance. The more involving an advert is - the stickier it becomes

• There are many ways to achieve memorable and sticky advertising. Here are a couple of examples:– People love stories!

Stories are a great way to evoke emotion and provide a short-cut to communication through the use of visual metaphors. John Lewis’ Christmas advertising has successfully used story telling to create involving and successful campaigns that have been awarded by the industry

– Creativity and the 7 Triggers of EmotionEngaging consumers with emotion is essential to generating involvement with the advertising. In particular, Creativity is a key part of this process – as it forces consumers to re-evaluate their own thinking and perceptions. It should come as little surprise that creatively awarded advertising is significantly more effective than ads which are not

We have found that the more hooks there are in an advert the stronger it will be; Memorable ideas are usually expressed in

sensory language and are often easy to visualise or feel

Sticky ideas are often simple and easy to explain

If an advert is rated as memorable, the sticky index of an advert will increase, thus having an impact on other pillars such as Buzz and Impact & Action


Secrets to being STICKY

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Fm5LcPA3ebDVmM&tbnid=2iPUgxxUZPJ3BM:&ved=0CAUQjRw&url=http://laurensmemory.wordpress.com/&ei=jrFOUejSK4qi0QWc-4HoDA&bvm=bv.44158598,d.d2k&psig=AFQjCNEkW1IAYx0psvHReiYWmpMnUD16Bg&ust=1364198092671492


Branding


• A strong brand linkage with the advertising execution is one of the five pillars of effective advertising

• If people don’t remember the brand that is being advertised, then this will inevitably reduce overall advertising effectiveness and media efficiency– Although not readily obvious to those outside advertising, but many TV

campaigns tend to have a generic and positive effect on the entire category (not just the advertised brand). Ultimately this can mean competitor sales are also receiving a boost from the advertising

Reducing this brand leakage and maximising the impact for the advertised brand is essential

Secrets to successful Branding

Measuring the effects of Branding

Traditional market research approaches to measuring branding

often involve asking respondents the name of the brand being advertised

shortly after seeing it. This is a somewhat naïve approach as it

simply a memory test (i.e. whether they can remember an advert they

had seen 30 seconds ago)

AdProbe uses a new and innovative approach to branding – by exploring

what respondents are taking away from the Advertising and how well

the brand is integrated into this


BUZZ...Copyright Vision One Research - February 2013


• Research has shown that rational ad strategies yield the lowest return on profits. Those that sought to create ‘Brand Fame’ or ‘Buzz’ (i.e. encourage people to talk about the brand) outperformed strong emotional strategies by +39%.

“The particular strength of creativity is fame. It’s about inspiration, that particular kind of emotional response that leaves people wanting to process the ad, share it and want to talk about it." Source: The winning formula: TV creativity and effectiveness

• As a result of this, Vision One has adopted new metrics to monitor and assess the ability of an advert to create word of mouth buzz.

Ads with Buzz will have an amplified effect on viewer responses

The Importance of Buzz


Impact and Action


The role of Impact and Action• No advertiser wants their TV advertising to be seen as ‘wallpaper’ yet

many ads fall into this category. Whilst creative and communication strategies vary, all advertising has one of three goals;1. To encourage the consumer to think something2. To encourage the consumer to feel something3. To encourage the consumer to do something

• Generating one or more of these responses is a critical measure of the success and one of the five pillars of advertising effectiveness

• AdProbe utilises an innovative new metric to determine how the advertising is working – assessing whether it is enhancing perceptions or even driving purchase intentions

31%

42%

10% 11%

23%

12%

16% 16% 16%

Norms Test Ad

Impact and Action

Importance

All Ads have some form of a call to action

If all you want is for advertising to create sales then to measure

advertising performance we measure response and sales

However, most ads are not direct marketing strategies. Here

is an example of how, using AdProbe, we measure

consumers’ response to an ad

Reactions to the advertisement range in importance from Brand Awareness to most importantly

Purchasing Intentions


AdProbe in summary


• AdProbe takes the latest learning and thinking to generate a more meaningful assessment of advertising and advertising effectiveness

• AdProbe is highly diagnostic and helps to explain how and why advertising works/fails and how to improve it. Assessments are based on multiple metrics – the 5 Pillars of Emotion, Stickiness, Branding, Buzz and Impact

• AdProbe can be used from the early creative development stage, through to pre-testing animatics or as part of Brand/Ad tracking programmes

• For more information please visit our website: http://www.visionone.co.uk/

http://www.visionone.co.uk/



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The 5 Secrets to Advertising Effectiveness (Vision One Research)