AD IMPACT       Moderator       George Terhanian       President, Global Solutions       Toluna
Research ROIBuilding Better CampaignsBarbara Zack              Kimberly StanfordChief Analytics Officer    Sr. Campaign In...
Who is This Person?
Cost of Research is Offset By theEvolution of Better Campaigns
Top 5 Past Learning Points1. Desire for insight driven creative2. Poor cross media integration3. Pilot of cross brand and ...
First Thing FirstIdentify Engaging Insight• Immerse agency team in past research,  beyond campaign• Test – Learn – Repeat ...
First Thing FirstReally?!
Top 5 Learning Points – Revisited                                        It’s time for a phone…1. Desire for insight drive...
Thank You…Questions?
Ad Impact
Ad Impact
Ad Impact
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Ad Impact

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled AD IMPACT. The panelists discussed researching ROI to build better campaigns. Five learning points were discussed. Emphasis was placed on the importance of reviewing previous research. Panelists included Barbara Zack-Chief Analytics Officer at Nielsen IAG Research & Kimberly Stanford-Sr. Campaign Insight Lead at Microsoft Corporation. The panel was moderated by George Terhanian-President, Global Solutions at Toluna.

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Ad Impact

  1. 1. AD IMPACT Moderator George Terhanian President, Global Solutions Toluna
  2. 2. Research ROIBuilding Better CampaignsBarbara Zack Kimberly StanfordChief Analytics Officer Sr. Campaign Insight LeadNielsen IAG Research Microsoft Corporation
  3. 3. Who is This Person?
  4. 4. Cost of Research is Offset By theEvolution of Better Campaigns
  5. 5. Top 5 Past Learning Points1. Desire for insight driven creative2. Poor cross media integration3. Pilot of cross brand and branded integration showed strong lift4. Improve integration of social media across paid, earned, and owned5. TV does more than awareness, but online can fuel TV impact down purchase funnel
  6. 6. First Thing FirstIdentify Engaging Insight• Immerse agency team in past research, beyond campaign• Test – Learn – Repeat – Qualitative exploratory earlier, at platform level – Quantitative concept research and pre-production – Copy Test to validate and refine post-production
  7. 7. First Thing FirstReally?!
  8. 8. Top 5 Learning Points – Revisited It’s time for a phone…1. Desire for insight driven creative to save us from our phones2. Poor cross media integration • 118 index TV + Online3. Pilot of cross brand and branded • Increased branded integrations with mixed results integrations showed strong lift • 121 index TV + Online4. Improve integration of social • PR integration media across paid, earned, • Paid social media above norms and owned5. TV does more than awareness, • Find information but online can fuel TV impact • Enhanced promotions down purchase funnel
  9. 9. Thank You…Questions?

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