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2008/11/071
Making great ads that work – some lessons from the
consumer “ 좋은 광고 만들기 – 소비자에게서 얻은 교훈”
김영철 이사
Millward Brown Korea
2008/11/072
Media is evolving
2008/11/073
Effective ad development process and role of research
2008/11/074
Campaign Develop Process and Role of research
Brand Strategy
Product Strategy
Storyboard
Execution
Development Process
Creative Idea
Identify product features and benefit fit
Developing various creative ideas
Refine winning idea and developing executions across media
Produce, evaluate and refine execution
Role of Research
Ensure the advertising is going to work hard for every $ spent in promoting the brand
Evalu
ativ
eEvalu
ativ
e
Develo
pm
en
tal
Develo
pm
en
tal
Qu
an
titativ
e
Qu
alita
tive
LinkLink
Str
ate
gy
Execu
tio
n
2008/11/075
LinkTM Copy Testing System
Link™:
quantitative copy-testing
system predicts
performance and
provides rich diagnostic
information (TV, Print,
Radio, Digital,
Multimedia, etc.)
Link™Solutions
2008/11/076
LinkTM Philosophy
• Creative is evaluated against objectives and action standards agreed upon with the client and agencies that reflect how the advertising is intended to work
• The focus is not pass/fail
The research tells us how to improve this ad and provides learning for future ads!
Engagement
Will the ad be remembered for
the brand?
Engagement
Will the ad be remembered for
the brand?
Communication
Does the ad communicate on
strategy?
Communication
Does the ad communicate on
strategy?
Motivation
Will the ad motivate
consumers?
Motivation
Will the ad motivate
consumers?
Awareness Index* (indicative of efficiency in creating awareness)Key diagnosticsInvolvementEnjoymentBranding
Purchase ConsiderationKey diagnosticsNewsRelevanceDifference Believability Brand Appeal
Diagnostics help us look for direction of optimization:
Ease of following,
Story of the ad,
Stick in mind,
Likes & Dislikes
Music Enjoyment
Mood & tone of the ad
Emotion questions,
Traces
Engagement
Will the ad be remembered for
the brand?
Engagement
Will the ad be remembered for
the brand?
Communication
Does the ad communicate on
strategy?
Communication
Does the ad communicate on
strategy?
Motivation
Will the ad motivate
consumers?
Motivation
Will the ad motivate
consumers?
Awareness Index* (indicative of efficiency in creating awareness)Key diagnosticsInvolvementEnjoymentBranding
Purchase ConsiderationKey diagnosticsNewsRelevanceDifference Believability Brand Appeal
Diagnostics help us look for direction of optimization:
Ease of following,
Story of the ad,
Stick in mind,
Likes & Dislikes
Music Enjoyment
Mood & tone of the ad
Emotion questions,
Traces
Our copy testing philosophy is about optimization
2008/11/077
How to develop a test to predict real-life performance ?
We know from tracking what effective ads look like – so Link measures how well your ad fits that pattern
Prediction
Observations about common attributes of
good/poor ads
Real life
First, Prediction tool of the campaign potential
What is LinkTM ?
2008/11/078
What is Link™?
A framework combining
and
Designed to help you optimize your advertising
HARD MEASURES SOFT DIAGNOSTICS
Scaled ratings compared against
country norms
Semi-qualitative open-ended questions
What is LinkTM ?
Second, measures Quantitative results and diagnoses Qualitative outcomes
2008/11/079
Benchmark with Database:• Animatic or finished film type• Category • New or established products• Ads with music or ads with no music• Celebrity or no celebrity• Taglines/slogans• 15s vs 30s vs 60s ads• And other copy-related factors…
What is LinkTM ?
Third, benchmark with robust database
2008/11/0710
TV Link Database: Key markets
* Database updated by July 2008
Region Country DC Method TV Total
North America USA Online 2835
Latin America Brazil Face to Face 1036
Europe UK Online 854France Online 95Germany Online 119Italy Online 62Spain Online 47Russia Face to Face 1557
Asia Pacific India Face to Face 4710China Face to Face 2745
Korea Face to Face 340
2008/11/0711
Information areas from LinkTM
Engagement
Will the ad be remembered for
the brand?
Communication
Does the ad communicate on
strategy?
Motivation
Will the ad motivate
consumers?
Awareness Index* (indicative of efficiency in creating awareness)Key diagnosticsInvolvementEnjoymentBranding
Purchase ConsiderationKey diagnosticsNewsRelevanceDifference Believability Brand Appeal
* Predicting Awareness Index: We can translate the three key ratings into an accurate prediction of the ad's ability to raise advertising awareness. We call this the Awareness Index (AI), it represents the % rise in claimed TV ad awareness per 100 GRPs.
Prompted Communication
2008/11/0712
Link Copy Testing process
• Stimulus: • Test ad in MPEG format less than 5MB
• We show test ad twice
• Design:• Monadic test enables normative comparison valid
• Instead of attempting to simulate real life viewing, Link uses forced exposure and questions which predict on-air performance of the ad
100 respondents; 25~30 minute survey
Recruit relevant peopleRecord media they
claim to use
Warm up questionsWarm up questions about
advertising in general
Exposed to AdsRespondents exposed to test
stimulus twice
QuestionnaireFull interview about
The campaign
Interviewing Process of LinkTM
2008/11/0714
They reflect different influences on response
Persuasion (Motivation)
compelling news
Act as an ‘immediate challenge’ to existing behaviour/
impressions – brings immediate sales response
Awareness Index
compelling creative
Unlikely to result in immediate change of habit BUT…
…can channel interest towards the brand over longer term
Key take outs in LinkTM
2008/11/0715
0
2
4
6
8
10
12
14
16
18
0 2 4 6 8 10 12 14 16 18AI Predicted from Link™
On
-Air
Aw
are
ness
Index
Data from 100's of ads R-Squared = 0.85
0
2
4
6
8
10
12
14
16
18
0 2 4 6 8 10 12 14 16 18AI Predicted from Link™
On
-Air
Aw
are
ness
Index
Data from 100's of ads R-Squared = 0.85
Link™ AI Link™ AI predictionprediction
Link™ AI Link™ AI predictionprediction
Enjoyment BrandingBranding
Active Involvement
AI is the awareness generated per 100 GRPs
The AI indicates how efficient the ad is at generating awareness
Captured with in-market tracking
Learning from tracking, neuroscience, sales
validation has driven Link development
Real life viewing
Link measures forecast in-
market
Evaluative measures
Engagement(Awareness
Index)
Engagement(Awareness
Index)
0
10
20
30
40
50
60
70
80
90
100
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
0
10
20
30
40
50
60
70
80
90
100
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Awareness Index: developed from real life learning and a proven metric to predict ‘branded memorability’
LinkTM key take out – AI Index
2008/11/0716
AI = 8
AI = 4
AI = 10
The same GRPs can generate very different levels of awareness depending on the AI for the ad
AwarenessIndices rangefrom 0 to over20, dependingon copy andaudience
The Awareness Index measures the return on your media investment
GRPs
AI Index is…
2008/11/0717
Link™ Awareness Index Validations
Correlation = 0.92
0
2
4
6
8
10
12
14
16
18
0 2 4 6 8 10 12 14 16 18
AI Predicted from Link™
AI
Ac
hie
ve
d i
n B
ran
d T
rac
ks
The AI Prediction matches very well with AI values achieved in-market
AI Index is…
2008/11/0718
TV ads Indexed to brand averageExcluding ‘New News’
Strong AI generally means greater sales effect
Sal
es e
ffec
t
Branded memorability
Correlation = 0.88
0.0
0.5
1.0
1.5
2.0
2.5
0.0 0.5 1.0 1.5 2.0
AI Index is…
2008/11/0719
That’s enjoyably presented
New or different/ unique information
That’s relevant to the audience …
That’s credible …
Drivers of persuasion
LinkTM key take out – Persuasion
2008/11/0721
High
Medium
LowLow
Medium
High 0
100
200
300
400
500
600
700
800
0
100
200
300
400
500
600
700
800 Bra
nd
ed M
em
orab
ility
Compelling News Compelling Creative
Pe
rsu
as
ion
High sales effects are driven by Branded Memorability and Persuasion … two key outputs from Link™
Top 1/3 rd of ads on Branded Impact and Persuasion have 7 times incremental sales effect compared to
bottom 1/3rd
NB – Sales validation based on 520 ads tested in Link
Sales effects of Key take outs in LinkTM
2008/11/0722
Per
suas
ion
Sales effect driven by Awareness Indexwith Persuasion providing a boost
Awareness Index Prediction
Highestprobability
Low Medium High
Hig
hM
ediu
mL
ow
Per
suas
ion
Sales effect driven by Awareness Indexwith Persuasion providing a boost
Awareness Index Prediction
Highestprobability
Low Medium High
Hig
hM
ediu
mL
ow
Awareness Index Prediction
Per
suas
ion
Sales effect driven by Persuasion withAI providing a boost
Low Medium High
Hig
hM
ediu
mL
ow
Highestprobability
Awareness Index Prediction
Per
suas
ion
Sales effect driven by Persuasion withAI providing a boost
Low Medium High
Hig
hM
ediu
mL
ow
Highestprobability
High
Medium
Low
Probability of short term
sales effect
High
Medium
Low
Probability of short term
sales effect
Small/New brands‘news’ more important
Large/Established brands‘impact’ more important
We have evidence that the relative importance of memorability and persuasion to sales differs by brand size
Sales differ by brand size
2008/11/0723
Making great ads that work:
some lessons from consumer
2008/11/0724
Making great ads; learnings from consumers
• Be creative, in a brand and message
centric manner
• Be consistent – stay on message and build
brand cues over time
• Don’t overcomplicate – consumers will not
work to decode the ad
• Balance - global consistency and local
connection
2008/11/0725
“The Power of the Creative Idea"
Share of time
Dog through
windows 2%
Share of memory
c. 45%
Often the most involving part of an ad is remembered out of proportion to its
time on screen
…and the resolution of the involving set-up is all about Perrier water
Creative Magnifier(Interesting and involving parts)
Attention held by the creative and involving elements of the
ad – which integrate with…
1
Brand-linked memorability
Great Creative
Connects with audience
2Clear and
memorable message
Strategy/Message
Drives sales and equity
3
The most effective ads harness involving creativity to deliver a branded impression
Engagement
2008/11/0726
The Creative Magnifier can work for us to build strong branding
Top 30% branding in 3 countries
Nokia
Strong Branding example
2008/11/0727
Bottom 30% branding
Or against us…Harp Dog
Weaken Branding example
2008/11/0728
There is no particular “aha” moment where the brand ‘explains’ the rest of the ad. Instead, it comes across more as 30 seconds of
entertainment, with the brand tagged on at the end.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40Sec
Vis
ual
Audio
2008/11/0729
What do we know about Branding?
That looked great!Who did they say
made it?
There are many “rules” or myths that surround Brand Linkage
“Brand early” “Brand often”
2008/11/0730
There is no correlation between the quality and quantity of branding …..you can’t ‘force’ the brand on
the creative or the consumer
… or the time at which the brand appears
… the number of times a brand appears in an ad
“Brand often” “Brand early”
What do we know about Branding?
2008/11/0731
Great creative and Strong brand linkage
Strong brand linkage
If your ad isn’t about the brand,
How can it influence sales or equity for our brand?
How can we be sure it isn’t doing a job for our competitor?
“If you don’t have a core creative idea, all the logo-ing in the world will not brand your ad”
Great Creative
2008/11/0732
Consistency in Branding success
Branding success comes with Consistency over time – in branding devices, messaging and creative style
AD CONTENT Lowest Highest
EstablishedBranding Device
Distinctive Creative style
14%
10%
29%
42%
2008/11/0733
Colour
Character
Celebrity
Music
Format
Tone/style of ad
VoiceoverBrand cues could be virtually anything!
Strong brand devices are built over time and through consistency
Strong branding devices
2008/11/0734
Checklist to help you generate strong branding
• The ad only makes sense with that particular brand in it (not just the category)
• The ad is consistent with my previous campaigns (in terms of mood, tone and style)
• The brand’s personality and values are reflected in the ad
• The brand has a clear role in the story (rather than the category)
• The brand’s role is actively involved in the story
• It is impossible to talk about the ad without referring to the brand
• The ad couldn’t be for your key competitor
• Am I using a distinctive and unique brand feature in an active way?
Yes No
Are there more ‘Yes’s than ‘No’s? There should be!!
Uniqueness of
Impressions
Brand Fit
Brand Focus
For the advertising you’re working on can you agree with the following statements…..?
2008/11/0735
Staying on message
1 in 3 of all ads we test fail to communicate on strategy…
often because the message is not integral to what’s interesting in the ad
We want consumers to say,
'That's a hell of a product'
instead of, 'That's a hell of an
ad.'
- Leo Burnett
CommunicationCommunicationCommunicationCommunication
2008/11/0736
Focused communication is more effective
• Attempting to convey too many messages will likely result in none of them coming through to a strong extent
• Ads that communicate well are able to express the key idea single mindedly and effectively
Main Impressions MB Database Average Ads With . . .
1 Message 2 Messages 3 Messages 4 Messages
% % % %
Message 1 37 24 23 16
Message 2 17 16 13
Message 3 11 10
Message 4 9
2008/11/0737
Single message works better
Single messages always easier to get through than multiple and complex ones
Sony Ericsson
‘great camera that captures fast action’
LG Secret
‘fit of style and technology’
2008/11/0738
Make it easier
Clarity and Understanding
Keep things clear, simple and relevant - don’t expect your viewer to work for you
2008/11/0739
Get consumer to engage
Advertising exposures in real life:
- Is individual, initial processing is flying solo
- Is (mostly) merely 30 seconds of someone's time
- Happens when attention is passive at best or no attention at worst
- Happens when minimal interest in what we’re telling them
Advertising exposure in real life is a passive experience
The challenge from the viewer: “You have to make
me get it !!”
2008/11/0740
Clear understanding is crucial
Some strategies we use…
Complexity
Detailed storytelling
Intrigue and enticement
Invitation to viewer to work it out and dissect
commercial
Above Average Understanding
Below Average Understanding
Enjoyment 29 23
Branding 43 33
Negative Involvement 17 31
Above Average Understanding
Below Average Understanding
Enjoyment 29 23
Branding 43 33
Negative Involvement 17 31
Ads that are hard to follow are generally disliked
The truth is, poor understanding negatively impacts the overall opinion of the ad
It usually doesn't encourage a spirit of discovery.
What motivation does the viewer have ?
We too often expect our viewers to spend time and energy working through an ad
2008/11/0741
Example ad – easy ads result in good performance, even high engaging
‘ Reset ‘Dog Kissing Man’’
2008/11/0743
• What is the role of the creative? Is the brand and message truly integrated there?
– What is the role of the brand in the ad?– Is the message getting highlighted – creatively and
convincingly?
• Are our campaigns consistent over the years? – Do we have a recognizable visual identity,
creative style or messaging, maintaining elements the viewer can associate with previous memories?
• Have we kept your creativity clear and relevant? Are we expecting viewers to work things out?
• Does our creative connect locally?
Creative Magnifier(Interesting and involving parts)
Attention held by the creative and involving elements of the
ad – which integrate with…
Brand-linked memorability
Clear/memorable message
Tough questions you need ask yourselves?
2008/11/0744
Pulling all the evidence together, we can then make constructive
recommendations to maximise the full potential of an ad
Pulling all the evidence together, we can then make constructive
recommendations to maximise the full potential of an ad
This can make the difference between an average ad and a great ad and improve the ROI
This can make the difference between an average ad and a great ad and improve the ROI
Engagement
Will the ad be remembered for
the brand?
Communication
Does the ad communicate on
strategy?
Motivation
Will the ad motivate
consumers?
LinkTM can help make it better
2008/11/0745
Thanks a lots!!!
“We have to provide the
inspiration to move ideas
and executions forward!”
“ Are you saying my ad is
working?”
“Yes, we can say it works
because…”
In a nutshell,