Rethinking advertising development


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Rethinking advertising development

  1. 1. Rethinking Advertising Development – Is it Time to Shift the Paradigm? Peter Haslett, Ipsos ASI December, 2011REFLECTIONS Inspiration for Action
  2. 2. Page 2 Rethinking Advertising Development One recognizes that, when they set out to develop a new building efforts should ultimately lead to improved sales, advertising campaign, most advertisers do not plan to air brand equity or brand closeness. communications that are mediocre, or at best average. Yet year In our experience there are three mainstays to achieve great in and year out, mediocre advertising is aired. advertising. More importantly, these three do not need to add Why isn’t all advertising great? time to the development schedule (in fact they often reduce cycle times) nor do they need to add to the overall cost. You have probably heard the “reasons”: there is no time, no alternative ideas, too little money, or too much equity in • Plan Holistically the existing campaign (even when it is starting to falter • Seek consumer input at an earlier stage to optimize what in-market). These reasons suggest to us a need to take a hard you Create look at the development process to understand what might • Rethink your action standards when Qualifying copy be missing. We would argue it is consumer input. More intriguing reasons, from a researcher’s perspective, include that pre-testing really can’t gauge the impact of the ad being tested, or that pre-testing is no longer relevant • Creative Create • A few near Monitor and media finished given the fragmented and increasingly more digitalized together • Grounded • Many early stage ideas creative ideas • In-market evaluation or creative world around us. in strategic platforms Plan Qualify The opportunity cost of great creative is equal to (if not more than) the cost of the whole media budget Great advertising is possible, even with today’s increased complexity. The old adage remains true – great creative is the Are you planning holistically? underpinning of a successful campaign. It accounts for more than 75% of a campaign’s success, making it more important The benefit of a Tight Creative Brief than the media buy. The foundation of a holistic plan is the creative brief. But for that creative brief to be successful, it needs to be tightly 70% Proven Recall Brand A (Strong Creative, Less Support) 60% focused – confident almost. This provides the agency the 50% 49% freedom to create and not be hampered by “what ifs. It ” 40% must also have complete buy-in from all key stakeholders, 30% 25% not just the agency, to be successful. Without buy-in, the 20% process will be mired in the debate of alternatives. 10% Proven Recall Brand B (Weak Creative, High Level of Support) 0% The brief needs to be informed by strong foundational research, together with a holistic understanding of your Owing to the role of online social networks, great creative in-market insights, especially to effectively define: ideas can additionally drive strong viral activity because • What you are trying to accomplish for the brand in the great creative is one of the drives of word-of-mouth (WoM). context of the competitive set; And, WoM can often outperform paid media within the • What the consumers’ emotional needs are that are associ- touchpoint mix. ated with your brand; • What is the clear, compelling, undeniable and leverageable Brand*Graph 360 Summary Audit consumer insight. Source: Average results from 20+ observations (when present), across multiple industries + studies “I have learned that people will forget what you said, people Average Recall % Average (excluding product will forget what you did, but people will never forget how touchpoints) 60% v Word of Mouth you made them feel.” — MAYA ANGELOU v Performance 50% v Packaging Are you thinking Big? v Price 40% The brief should outline a strong strategy or “Big Idea” – the v POS v Television 30% v Word of Mouth backbone for a holistic campaign. To be strong it needs to v Radio Promo Average v Posters 20% v v (excluding product tap into essential human motivations to which everyone can Cinema Sponsorship v In-Store touchpoints) v v v v On-Line relate, not just a select few. And, it also needs to have a 10% v Website FSI Magazine natural role or connection for the brand, without which you 0% 0 2 4 6 8 10 12 14 16 do not have a Big Idea. The agreed to Big Idea should serve Share of Impact % as the roadmap for all creative, regardless of medium. It should also further serve to align teams and focus efforts by What might you be missing out on? ensuring shared accountability. You might be missing out on creating great advertising. Are Can you ask more from your media? you sure that you are creating great ads for your brand? We The continual merging and blending of media means that think the objective behind developing great advertising consumers are empowered to determine where and when should be to develop the best advertising possible to build to access the content they want. Within this environment, one’s brand, not to simply pass a pre-test; because, brand television advertising is not declining in importance, butIpsos ASI – The Advertising Research Specialists
  3. 3. Page 3 Rethinking Advertising Development it will continue to evolve while other media increase in relevance. Advertisers may be more likely to succeed if they Opportunity Foundational plan their creative content and media plans together as to explore, fail Research & Final Execution and try again one exercise. Knowing beforehand which mediums work Brand Strategy without risk best for your category, brand and message, makes this process seamless. You can test early stage stimuli with consumers 33 Touch Points were captured in our survey Contrary to popular belief consumers, are able to react and respond to Big Ideas, creative strategies, and early stage advertising and provide meaningful input. The only challenge 6 Touch Points account for (more or less)... consumers face is clarity of the stimulus at hand. And typi- cally that lack of clarity does not come from the level of finish, but the lack of appropriate articulation. But knowing 60+ % of the driving impact for each KPI that and understanding why consumers may be confused, can provide brand teams and agencies with the roadmap to comprehension. Combine insight of where to focus with an understanding of media synergies and the style, tone and level of message detail required to Learn what does and does not work for maximise efficiency of each contact with your consumer. consumers with regards to your brand Some useful tips: Take the opportunity to learn at various stages. It is about knowing your consumer intimately – fully understanding • A customer’s purchasing behavior and potential loyalty their needs and emotional desires for your brand. It is also can easily be bought with discounts – it is not enough to about knowing what articulation of an insight caries more simply focus communications on loyal purchasers as there emotional triggers, and then knowing how to visually express are so few of them. that. Or what brand connection caries more credibility and • With this in mind, there is a difference between attitudes meaning, so that the story is complete. and behavior – advertisers should focus on building the emotional desire for a brand. There are no regrets when you learn from failure • Segmentation limits mass appeal of your product. Most of The outcome could be creative that really pays-off: agencies the biggest brands do not segment – but rather target all can break free of the one or two safe ideas and create with- consumers with the same emotional desire. This allows out the risk of failure. Iterate without risk, by exploring and consumers to choose the brand for their own personal refining ideas and executional elements before making the reasons. expensive investment of full-up production. It is far easier to make adjustments to concepts, storyboards and animatics versus re-cuts and re-edits of already finalized communica- tions. We recommend that the process act like a funnel – start with as many good ideas as possible, and winnow down to a few great ideas. Early stage research means you can identify the best ideas quickly, and weed out the ideas that fall short. Maximize Ad Quality Screen and identify the best communication ideas and optimize those ideas based on consumer feedback before investing in full-up production, minimizing cost of failure • Touchpoints are not substitutes for each other; they cannot and maximizing advertising quality. serve the same objective, with the same Reach, and to 160 Quality: Average Copy Effect Index (CEI)* the same target. Focus the message on the strengths of 140 the medium. 120 138 123 100 Are you seeking consumer input at 80 93 the earliest stages to optimize what 60 you Create? 40 20 “Advertising people who ignore research are as dangerous (n=2116) (n=152) (n=62) 0 as generals who ignore decodes of enemy signals.” Non Screened Screened in Screened & Scored Early Stage test Average or Strong in — DAVID OGILVY. Early Stage test Early consumer input makes our clients more effi cient. *CEI was developed by Ipsos ASI to provide clients with a relative indicator of advertising efectiveness: the higher the CEI, the greater the potential for an ad to It saves time and money by providing a breadth and depth create a sales response in response to ad spending (other things being equal). of insight that can fill in any knowledge gaps that may occur Average CEI = 100; Above Average CEI = 130+ between foundational research and final ad development.Ipsos ASI – The Advertising Research Specialists
  4. 4. Page 4 Rethinking Advertising Development A few useful tips for early stage: Gain Greater Efficiency • Tone and personality are easily conveyed in a strategic Earlier feedback in the development process eliminates weaker ideas before significant production dollars have been invested and translates to more effective concept – both to the benefit and disservice of an idea. ads on air. Higher success rates mean less time and money wasted on re-work. Don’t suppose to know what consumers are thinking or Efficiency: Airable Copy Rates feeling. But do surprise them with great insight and under- 100 90 standing. Remember, every single word and phrase counts. 80 84% • Using images in strategic concepts does not help to better 70 76% 60 explain an idea to consumers. Images can distract from 50 your underlying message. And while consumers may like 40 52% the image and relate to what is shown, they may not 30 20 notice that they do not connect to your idea. 10 (n=2116) (n=152) (n=62) • You can get meaningful consumer response to static key 0 Non Screened Screened in Screened & Scored visuals or PowerPoint slides with a recorded script as an Early Stage test Average or Strong in Early Stage test early stage ad idea. Just make sure that you do not over- narrate and therefore over-promise on what the final Qualitative input is still a must. communications can deliver. • Screen various creative devices and hooks: if there are a Important for the development of consumer insights or need variety of different ways to demonstrate the same thing states, it can play as important a role in creative develop- and you are not sure which one will have the most impact, ment. You can deconstruct and reconstruct stimulus more test them with consumers. You may find the least expen- readily, getting to the heart of what is and isn’t working, sive device could have the most impact. and what you may have missed. You can also easily tap into the emotional associations consumers have with your brand. • Given the expense of celebrity endorsements, get consumer But qualitative alone is only directional; combined with input before you sign on the dotted line. quantitative data, qualitative research can help propel ideas What about Action Standards? forward efficiently. “Don’t bunt. Aim out of the ball park. Aim for the company Same Brands, Same Ad Agencies, Same Research of immortals.” — DAVID OGILVY Company, Different Process If your action standards for airing an ad are that your ad Once convinced of the value of early stage research some of must fall within an average range on pre-test results, then our clients have chosen to test focus on Big Ideas, some on the ads you air will most typically be average. At the end of creative strategies, while others have focused on executional the day, what is the opportunity cost to the brand of putting strategies or storyboards and animatics. Regardless of what mediocre advertising on air? they chose to test, a few commonalities: So, are you missing out? Consider your creative development • All agency partners, both above and below the line, were a process: is it designed to deliver excellent creative, or could part of the process ensuring fully integrated communications. it potentially evolve? And might it be time to rethink the goal • While more pieces of early stage stimulus were developed of creative development? than in the past, only the best one or two ideas proceeded to finished production, saving on production costs. “Never stop testing, and your advertising will never stop improving. — DAVID OGILVY ” • Having learned from the early stage research, there were no “what ifs” about what to do when investing in final production – no re-cuts or re-edits. Our experience is that by investing in the process means less time spent on deciding what to proceed with. And those ideas that were produced were far more likely to be Great Creative right away. Case Study Clients CEI* Results After Early Average CEI Stage Idea Testing in Category Personal Care (Region 1) 176 242 92 Personal Care (Region 2) 245 299 107 Home Care (Region 1) 167 135 93 *CEI was developed by Ipsos ASI to provide clients with a relative indicator of advertising efectiveness: the higher the CEI, the greater the potential for an ad to create a sales response in response to ad spending (other things being equal). Average CEI = 100; Above Average CEI = 130+Ipsos ASI – The Advertising Research Specialists 1 1 - 1 2 - 1 8
  5. 5. About Ipsos ASIIpsos ASI offers marketers state-of-the-art advertising research built on more than 40 years of experience using measurespredictive of in-market performance. We offer a full-range of solutions across all media – at any stage in the creativeprocess – from equity assessment to strategic development, advertising testing, and tracking. Our research is backed bya dedicated team of advertising research specialists whose mission is to deliver the answers that will add value to yourbusiness anywhere in the world.About IpsosIpsos ASI is a member of the Ipsos Group, a leading global survey-based research company. Ipsos member companies offerexpertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling,and consulting. With offices in 66 countries, the Paris-based company was founded in 1975.For general information, contact us via email at:info@ipsos-asi.comFor regional information on North America:naminfo@ipsos-asi.comFor regional information on Latin America:lataminfo@ipsos-asi.comFor regional information on Europe:europeinfo@ipsos-asi.comFor regional information on