Sean Dunn, Account Director, Vision CriticalSally Joubert, CEO, Luma Research
2005                                                                  Timing	                                             ...
2012        When	  do	  you	  need	  the	  results?	  	              Now	              One	  week	  ad	  development	  0me...
•  The fragmentation has   created huge changes   in the way we can                              “We really do live now in...
Online	  Adver0sing:	  From	  last	  to	  second	  in	  Ad	  Spend	  in	  less	  than	  10	  years…	  Mul0	  Channel	  is	...
The opportunities and  challenges facing brandcommunications as a result of   changing landscape
Challenges•    New interactive formats•    Too many messages/clutter – tough to cut through•    Too fast (expected to get ...
OpportunitiesNew	  channels	  make	  it	  easier	  to	  target	  demographics	             Enhanced	  power	  (ability	  t...
Campaigns that got it wrong
CONTENT IS KEY                                     Media	  channels	  are	  important	  but	  having	                     ...
An advertising testing methodology that            is tried and true
What is it?       Based on latest thinking       about the brain and       how ads work                                   ...
How	  can	  you	  use	  it?	                                             Remove	  The	                                    ...
•  An	  adver3sing	  tes3ng	  methodology	  that	  is	     tried	  and	  true.	  	                         add+impact on  ...
Steroids = Leveraging Technology                                Aen0on	                                                   ...
In Summary…•  OMG It’s all changing…•  Content testing cannot be sacrificed•  Keep up by putting your   communications tes...
Thank You!
New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical
New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical
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New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical

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New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical

  1. 1. Sean Dunn, Account Director, Vision CriticalSally Joubert, CEO, Luma Research
  2. 2. 2005 Timing   When  do  you  need  the   results  by?  Supply  any   cri0cal  dates  that  may  be   relevant…   Results  by  the  end  of  November   will  allow  enough  0me  to  make   any  changes  prior  to  the  ad  airing   in  2006.  Four  month  ad  development  0meline  Month  One  –  ad  ready  for  tes0ng  Month  Two  –  tes0ng  and  feedback  Month  Three  –  ad  revised  based  on  research  Month  Four  –  ad  on  air  
  3. 3. 2012 When  do  you  need  the  results?     Now   One  week  ad  development  0meline   Day  One  –  ad  ready  for  tes0ng   Day  Five  –  tes0ng  and  feedback   Day  Six  –  ad  revised  based  on  research   Day  Seven  –  ad  on  air   Project  completed  in  5  days  from   commissioning.  
  4. 4. •  The fragmentation has created huge changes in the way we can “We really do live now in a world market brands….from of multi-media, multi-channel budget setting to the and multi-platform creative approach to the communications, where the role of the media consumer can dip in and out of planner. their chosen media…..” Jim Marshall, Media Planning in the Digital Age - 2011•  Never has media been richer and more complex.
  5. 5. Online  Adver0sing:  From  last  to  second  in  Ad  Spend  in  less  than  10  years…  Mul0  Channel  is  needed  for  Effec0veness…  “Interestingly, this trend is confirmed by IPA Effectiveness Awards winners over the last 20years. In 1990 the winners were on average using just two media channels, in 2000 itincreased to slightly over four, but in 2010 it had increased to over nine. Recent winnersin this years Awards, such as Walkers, first direct and Aquafresh have demonstrated ahighly effective multi-media approach” (Marshall, 2011, p2)
  6. 6. The opportunities and challenges facing brandcommunications as a result of changing landscape
  7. 7. Challenges•  New interactive formats•  Too many messages/clutter – tough to cut through•  Too fast (expected to get messages out quicker to “keep up”)•  Content Integration – Integrated campaigns across channels so your brand has a clear message(s).
  8. 8. OpportunitiesNew  channels  make  it  easier  to  target  demographics   Enhanced  power  (ability  to  go  viral)   Interac0ve  capabili0es  
  9. 9. Campaigns that got it wrong
  10. 10. CONTENT IS KEY Media  channels  are  important  but  having   the  right  content  is  s0ll  crucial   “Having  the  right  content  is  what  makes  a  •  Independent  of  these   campaign  -­‐  not  necessarily  the  channels.   changes,  the  most  cri3cal   Brands  need  to  think  about  how  their   piece  of  adver3sing  is     audience  react,  par3cipate  and  even  create   to  get  the  content  right.  So   their  own  content  from  what  they  provide,   that  it…   and  then  take  it  to  other  channels.  When   an  audience  does  this,  not  only  is  it   –  Stands  out     indica3ve  of  geCng  the  content  right  for   –  Is  consistent  and  clear   the  target  audience,  it  also  has  greater   reach  and  saves  the  brand  3me  and  effort   in  inves3ng  in  yet  another   channel”    (Gibbon,  2011,  p1)  
  11. 11. An advertising testing methodology that is tried and true
  12. 12. What is it? Based on latest thinking about the brain and how ads work Measure  brand  feelings   Predictive Message Content Will my ad cut-through? Branding Is it effective? Purchase Intent Validated ad Diagnostic effectiveness How can I fine-tune? benchmarks & norms Innovative Comparison to database ad- testing tool of over 6,100 ads p.14
  13. 13. How  can  you  use  it?   Remove  The   Ad  Op0miza0on  Rapid-­‐Fire  Responses   Guesswork   Diagnose  strengths,   When  ad  decisions   Listen  to  audience   weaknesses  &  fine  tune  need  to  be  made  fast   feedback   crea3ve  concepts     Early  Tracking/Post-­‐ Ad  Benchmarking  Compare  Alterna0ves   Tes0ng   Compe3tor  ads  or   Choose  the  winning   Monitor  in-­‐market   comparing  global  ads   idea!   performance   across  mul3ple     countries  
  14. 14. •  An  adver3sing  tes3ng  methodology  that  is   tried  and  true.     add+impact on ®
  15. 15. Steroids = Leveraging Technology Aen0on   Brand  Bonding   Does  the  ad  get  the  aen0on  of  the  target  audience?   Does  the  adver0sing  enhance  feelings  towards  the  brand?  
  16. 16. In Summary…•  OMG It’s all changing…•  Content testing cannot be sacrificed•  Keep up by putting your communications testing on steroids add+impact on ®
  17. 17. Thank You!
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