March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partne...
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
- RESTRICTED - 1
Exploring New Frontiers:
TV Ad testing through Mobiles
MRMW Singapore March 5, 2014
Presenters:
Swati Kul...
- RESTRICTED - 2
How Consumers Watch TV
At home and laid back…
Seeking
Entertainment
& Information.
Relaxed frame
of mind.
- RESTRICTED - 3
Newer & newer screens..
Multiple screens for multi-tasking
Increase in
consumption of
content on
tablets..
- RESTRICTED - 4
.. And the tablet moments
are even more intimate…
Getting younger..
More intimate…
More instant
- RESTRICTED - 5
Contrast this with Central Location Testing
Stressful
Time
consuming
Transportation
Formal
Artificial
Int...
- RESTRICTED - 6
Key Idea:
Show TVC & Record Responses on Tablets
Take the ad to the consumer….
Natural setting
Less stres...
- RESTRICTED - 7
The interview setting
Consumer’s own environment
Face to face
interview
Consumer’s home
or place of work ...
- RESTRICTED - 8
Customized MAATS Mobile App
8
Easy, touch
screen
completion
Instant
Data
Upload
Show Ad on
Tablet
Voice
R...
- RESTRICTED - 9
Happier respondent = Better quality
Self completion, or facilitated if needed.
Shorter
questionnaire –
le...
- RESTRICTED - 10
Easy, Unique & Enjoyable
3%
7%
7%
15%
19%
19%
0% 5% 10% 15% 20%
NOTHING
CONVENIENT
SAVES PAPER
LESS CUMB...
- RESTRICTED - 11
Host of other pay-offs….
Leveraging mobile technology
Voice recording
verbatim responses
Instant upload;...
- RESTRICTED - 12
MAATS: Experience in past year
12
• 45+ Ads tested in 7 countries
• Clients adopting it as their protoco...
- RESTRICTED - 13
EMAMI CASE STUDY:
ANTISEPTIC CREAM AD
HOW IS IT HELPING IN DECISION MAKING?
- RESTRICTED - 14
The TVC centered around a Proponent –
a housewife with busy lifestyle
1 2 3 4 5
678910
- RESTRICTED - 15
Ad Performance
Memory Hooks Key Message
- RESTRICTED - 16
Brand Impressions
81%
71%
60%
59%
58%
58%
33%
51%
51%
51%
39%
40%
22%
31%
23%
CONTAINS NATURAL INGREDIEN...
- RESTRICTED - 17
0
2
4
6
8
Mean Scores
Q. Which of the following feelings, moods or emotions do you
connect with the TVC?...
- RESTRICTED - 18
KEY LEARNINGS
WHAT HAVE WE LEARNT SO FAR?
- RESTRICTED - 19
Key Learnings
 Tablet based Ad Testing is an option to CLT
 MAATS Vs. CLT:
 Better respondent experie...
- RESTRICTED - 20
Questions?
Questions?
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partne...
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
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Exploring new frontiers tv ad testing through mobiles - emami & brandscapes

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Exploring new frontiers tv ad testing through mobiles - emami & brandscapes

  1. 1. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  2. 2. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  3. 3. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  4. 4. - RESTRICTED - 1 Exploring New Frontiers: TV Ad testing through Mobiles MRMW Singapore March 5, 2014 Presenters: Swati Kulkarni – Emami Ltd. Pranesh Misra – Brandscapes Worldwide
  5. 5. - RESTRICTED - 2 How Consumers Watch TV At home and laid back… Seeking Entertainment & Information. Relaxed frame of mind.
  6. 6. - RESTRICTED - 3 Newer & newer screens.. Multiple screens for multi-tasking Increase in consumption of content on tablets..
  7. 7. - RESTRICTED - 4 .. And the tablet moments are even more intimate… Getting younger.. More intimate… More instant
  8. 8. - RESTRICTED - 5 Contrast this with Central Location Testing Stressful Time consuming Transportation Formal Artificial Interview setting Artificial Make shift Viewing Setting
  9. 9. - RESTRICTED - 6 Key Idea: Show TVC & Record Responses on Tablets Take the ad to the consumer…. Natural setting Less stress Less time Pleasant touch screen experience
  10. 10. - RESTRICTED - 7 The interview setting Consumer’s own environment Face to face interview Consumer’s home or place of work or leisure
  11. 11. - RESTRICTED - 8 Customized MAATS Mobile App 8 Easy, touch screen completion Instant Data Upload Show Ad on Tablet Voice Recording verbatim
  12. 12. - RESTRICTED - 9 Happier respondent = Better quality Self completion, or facilitated if needed. Shorter questionnaire – less than 15 minutes Least intrusion More authentic response
  13. 13. - RESTRICTED - 10 Easy, Unique & Enjoyable 3% 7% 7% 15% 19% 19% 0% 5% 10% 15% 20% NOTHING CONVENIENT SAVES PAPER LESS CUMBERSOME UNIQUE AND INNOVATIVE ENJOYABLE Reasons for Liking 2% 7% 46% 42% 0% 20% 40% 60% NOT EASY AT ALL SOMEWHAT PROBLEMATIC QUITE EASY EXTREMELY EASY Easy or difficult?
  14. 14. - RESTRICTED - 11 Host of other pay-offs…. Leveraging mobile technology Voice recording verbatim responses Instant upload; Real-time quota control GPS tracking: when, where, how long? Wide geography
  15. 15. - RESTRICTED - 12 MAATS: Experience in past year 12 • 45+ Ads tested in 7 countries • Clients adopting it as their protocol • Benchmarking database being mined
  16. 16. - RESTRICTED - 13 EMAMI CASE STUDY: ANTISEPTIC CREAM AD HOW IS IT HELPING IN DECISION MAKING?
  17. 17. - RESTRICTED - 14 The TVC centered around a Proponent – a housewife with busy lifestyle 1 2 3 4 5 678910
  18. 18. - RESTRICTED - 15 Ad Performance Memory Hooks Key Message
  19. 19. - RESTRICTED - 16 Brand Impressions 81% 71% 60% 59% 58% 58% 33% 51% 51% 51% 39% 40% 22% 31% 23% CONTAINS NATURAL INGREDIENTS IT’S FOR THE ENTIRE FAMILY MAKES SKIN GERM-FREE PROTECTS SKIN OLD AND TRUSTWORTHY BRAND IT HAS NATURE + SCIENCE IT IS NOT UP WITH MODERN TIMES… SKIN EXPERT MOISTURIZING OF SKIN MAKES SKIN BEAUTIFUL CAN BE USED IN ANY SEASON OFFERS VALUE FOR MONEY /… IT HAS A UNIQUE NATURE SHIELD COMPLEX YOUTHFUL KNOWN FOR HEALING Top Box Scores Sample Base : 150
  20. 20. - RESTRICTED - 17 0 2 4 6 8 Mean Scores Q. Which of the following feelings, moods or emotions do you connect with the TVC? (10 point scale) Emotional Response
  21. 21. - RESTRICTED - 18 KEY LEARNINGS WHAT HAVE WE LEARNT SO FAR?
  22. 22. - RESTRICTED - 19 Key Learnings  Tablet based Ad Testing is an option to CLT  MAATS Vs. CLT:  Better respondent experience  Better capture of open ended responses – through voice recording  Higher quality control through GPS  Quicker turnaround time  Possibility to cover wide geography – including rural and small town markets  More value efficient.
  23. 23. - RESTRICTED - 20 Questions? Questions?
  24. 24. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  25. 25. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  26. 26. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
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