Making Re Transmission Work For Your Brand


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Making Re Transmission Work For Your Brand

  1. 1. Leveraging the Potential for ‘Wordof Mouth’ and ‘Word of Mouse’Making Re-Transmission work for your BrandWendy SwiggettSenior Vice President of Global Ad Testing Development
  2. 2. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N D“Be interesting, or be invisible” – Andy Sernovitz 2
  3. 3. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N D I find all conversations about advertising fascinating – how and when people talk about the different ads that they saw, what they interpreted the message to be, how it made them feel. So it is not surprising that I find the impact of ‘Word of Mouth’ to be fascinating. I have found it fascinating for many years because, no matter how we cut the data, of all potential touchpoints a consumer can come in contact with, we see that (when present) Word of Mouth has one of the strongest in-market effects. And when that Word of Mouth is positive, the implied or explicit endorsement of an ad (or a brand) by consumers is something any and every Brand Manager would want to benefit from. Brand*Graph 360 Summary Audit Source: Average Results from 20+ observations (when present), across multiple industries + studies Average 60 (excluding product touch points) Channel/Shelf 50 Performance Packaging Price Average Recall % 40 POS Television 30 Word of Mouth Radio Promo Posters 20 Average Cinema Sponsorship In-Store (excluding product touch points) On-Line 10 FSI Magazine Website 0 0 2 4 6 8 10 12 14 16 Share of Impact % Source: Ipsos ASI BrandGraph*360 Database 3
  4. 4. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N D But more interestingly, conversations about ‘Word of Mouth’, or increasingly in today’s reality, ‘Word of Mouse’, especially as it relates to great communications, can often become conversations about virality. The great thing is, is that Word of Mouth is so much broader a behavior than just virality. We see that great advertising demonstrates huge potential for a sharing effect, because of its social or story-telling value, or what Ipsos ASI terms ‘re-transmission’. Re-transmission is a powerful influencer: the sharing of the ad’s content from a trusted source becomes an endorsement of that product or message. The result? A multiplier effect on both ad reception and response. Now while I would love to see all of my favorite ads go viral, and to be the source of that thread, I know that it is often beyond my control. The factors that can influence virality are not necessarily direct properties of the creative. U.S. Super Bowl ads can receive some of the highest viral views in a year because of the associated buzz – many watch the game just for the ads. In addition, the context in which the content is seeded – like what is happening in the news, sports, entertainment, etc. – can play a big role in whether the content gains traction. 4
  5. 5. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N DGoing back to my love of conversations about ads, the interesting fact is thatmany of them still occur offline…50% Talked About Shared Online40% 37%30% 30%20%10% 16% 9% 0% Did you talk about or share Have you talked about or shared Super Bowl ads before the game?* ads online recently?***Source: Ipsos ASI 2012 Super Bowl study**Source: Ipsos Omnibus 2011But coming back to re-transmission: re-transmission drives Earned Media – thesocial value that comes along with ‘shares’, suggestions to friends, ‘likes’,comments and photo/video uploads by others. What this can translate into isincreased advocacy for an ad and for a brand, because: 1. People value social proof – response increases when consumers think others have been motivated already. 2. Also, sharing feeds itself – the more people talk about something, the more likely that ‘talk’ will grow exponentially.When thinking of Earned Media, we need to remember that the balance ofcontrol has shifted toward the consumer. The key is to generate the rightconditions to nudge the conversation toward positive brand advocacy. To do this,it is important that brands generate the conditions necessary for consumers tobe receptive to the brand, and to the ad. 5
  6. 6. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N D An entire article could be spent outlining how to ensure consumers are receptive to your brand. But why do people talk about ads or other content in the first place? 1. It has perceived personal relevance for the consumer, or someone close to them – it connects to something meaningful 2. And that connection is emotional – whether positive or negative 3. There is an element of surprise or humor – something worth talking about All of which you could personally experience yourself or you could expect others to experience. So, there are broader benefits from re-transmission beyond viral views. Furthermore, all types of ads can be successful, and can be re-transmitted. This reflects the engagement an ad impression can deliver for consumers. And how consumers express that engagement can occur in many different ways, across many different behaviours. Multiple conversations can amplify the impact of the initial view as consumers recall and react to the content as a group rather than individually. There are indicators that can be measured to determine the likelihood of re-transmission. We see with Ipsos ASI’s new Re-Transmission Potential Score, that the stronger the result, the greater the potential is for an ad to be viewed online. Online Views* (Millions) Re-transmission and Online Views of Super Bowl ads 30 R=0.84 25 20 15 10 5 0 20% 40% 60% ASI Re-transmission Potential Score *Visible Measures™ online views for the week after Super Bowl. 6
  7. 7. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N DWhen in market, understanding re-transmission is a matter of understanding allof the behaviors that contribute to your brands’ earned media; it is simply anadditional touchpoint to measure in your holistic measurement.A Tale of Two AdsAs you can imagine, I love to watch the Super Bowl for the advertising. Two ofmy favorites from the 2012 Super Bowl were M&Ms’ “Just my Shell”, andChrysler’s “Halftime in America”. Both illustrate how different types of ads canachieve re-transmission.Each ad demonstrates similar Re-Transmission Potential:100 Re-transmission Potential 75 50 25 0 Chrysler M&M’s ASI Re-transmission Norm (Halftime in America)M&Ms is a viral sensation, generating more viral views than any other SuperBowl ads that Ipsos ASI tested. It leverages a highly popular song and is funny,entertaining, and perhaps a bit risqué. 7
  8. 8. M A K I N G R E -T R A N S M I S S I O N W O R K F O R YO U R B R A N DChrysler’s “Half Time in America” also generated many online views (after all itdid air during half time). More than anything, it got the country talking. It stirredup political controversy and parody. More importantly for the brand, it stirredadmiration and interest in Chrysler’s line-up. Stories appeared across the spectrumof news media, including CBS News, Fox News, the New York Times, Wall StreetJournal, Bloomberg and the Huffington Post, just to name a few.And those differences are clearly demonstrated below.50 Chrysler M&M’s40302010 0 Online Views (in MMs) week after SB* Tweets during SB (000)***Source: Visible Measures, 2012 Super Bowl ads**Source: radian6 Brand Bowl 2012The Chrysler ad is strong in the areas of emotional connection and relevance,resulting in conversation social value, while the humorous unique and buzz-worthyM&Ms ad resulted in viral social value.So, while creating a viral ad may be an aspirational goal for many brand managers,creating an ad with re-transmission is achievable, and measurable. And given thatpositive re-transmission only works to enhance the reception of and response to anad, it should be an objective for all brand managers as they create great advertising. 8
  9. 9. Interview With An Expert What’s makes an expert are years of hands-on experience. Sharing their passion for the art and science of advertising, senior experts from Ipsos ASI offer unique insights into what makes great advertising, great. In this series, seasoned experts will discuss the power of re-transmission, leveraging emotions in advertising, virality and wear out, leveraging social media, and better measurement for better outcomes. We hope you enjoyed this edition in which Wendy Swiggett, Senior Vice President of Global Ad Testing Development, discusses her fascination with the power of ‘Word of Mouth’ and how best to harness it to your advantage. About Ipsos ASI I psos ASI is the advertising and communications market research company you can consistently count on for the best quanti­ative and qualitative t results that point the way to the most profitable actions. Ipsos ASI is part of the Ipsos organization. Founded in Paris, France, in 1975, Ipsos is the only independent, publicly-listed research company that is controlled and managed by research professionals. Ipsos is a leading global research company focusing on six core specializations: Advertising, Marketing, Media, Opinion and Customer Relationship Management research, and Data Collection and Delivery. With offices in 66 countries, Ipsos conducts research in more than 100 countries. For more information, please contact: Leah McTiernan Vice President, Ipsos ASI leah.mctiernan @ ipsos.comCopyright ©2012 Ipsos Corporation. All rights reserved. 1 2 - 0 4 - 1 2