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SCAR Power of Live Reads 2015

The use of personalities in advertising can make a brand stand out, get enhance attention from the audience and enjoy better recognition of the brand name.
This study demonstrates the power of using live reads, comparing them against recorded commercials using a proven methodology, real campaign and active client.
The KEY INSIGHTS from this report are:
- Overall, live reads were twice as effective as the recorded ads in increasing brand recall and awareness of the tested.
- Live reads were twice as effective as recorded ads, increasing both prompted and unprompted awareness.
- Live reads were also more effective in pushing new customers in store, increasing the number of people who have visited the store by 26%.
For more information, contact the scaresearchdepartment@sca.com.au

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SCAR Power of Live Reads 2015

  1. 1. - Katy Bachman – editor in chief Ad Week The use of personalities in advertising can make a brand stand out, get enhanced attention from the audience and enjoy better recognition of the brand name. In order to demonstrate the power of using live reads, Southern Cross Austereo has conducted a study comparing live reads against recorded commercials using a proven methodology, real campaign and active client. As will be seen, while both types of commercials worked, live reads were proven to be significantly more successful in increasing awareness, usage and positive brand perception. But first, let’s hear from our listeners… Source: Quote - Wingman Advertising. August 2014. Advertising Age, 2010 (D. Crutchfield). Journal of Advertising Research. 2013.
  2. 2. Listeners agree ads voiced by personalities stand out and capture their attention. While listeners agree ads voiced by personalities stand out, are more enjoyable and increase their likelihood to try a product, it was necessary to put this to the test to see whether this translated to increased awareness and action… Source: SCA Live Reads Study May 2015.
  3. 3. What we did… Test and control samples were used in different markets on the same radio network to ensure consistency in respondent personality and demographics: - Brisbane hit105 - Live Reads - Sydney hit104.1 2Day - Recorded Ads No other advertising activity was active during the campaign period. The client was a national franchise in the QSR category specialising in fresh, fast cooked food that has similar presence in the two markets. Key facts: - 9 Stores in NSW; 8 Stores in QLD; - The pre-campaign studies showed similar levels of awareness: - Ran on the hit network stations in Sydney and Brisbane across two weeks. - Revolved around a new deal and product offering, and multiple creative executions were used. - Recorded ads and live reads were evenly dispersed in both markets across the two weeks across Breakfast, Mornings, Afternoons and Drive. Source: SCA Live Reads Study May 2015.
  4. 4. In a nutshell: the live ads on average were twice as effective as the recorded ads Both campaigns were successful in increasing brand recall, awareness and in communicating key campaign messages. However, the live reads outperformed the recorded ads significantly. Overall, the live reads were twice as effective as the recorded ads in increasing brand recall and awareness of the tested brand. Source: SCA Live Reads Study May 2015. Trans Var refers to Transaction Variance in first week of campaign.
  5. 5. 24% 11% 9% 6% PRE POST PRE POST 71% 50% 56% 45% PRE POST PRE POST Both campaigns were successful in increasing top of mind awareness. However, the live reads were twice as effective as the recorded ads in increasing both unprompted and prompted awareness of the brand. Live reads had twice the effectiveness of the recorded ads in increasing both unprompted and prompted awareness. Source: SCA Live Reads Study May 2015.
  6. 6. The recorded ads increased awareness, but the live reads drove visitation. In the market with the recorded ads, the amount of people who had heard of the brand increased, however the amount of people visiting remained constant. This indicates while more people were aware of the brand, it may have been existing customers who were pushed in store by the offer (as transactions did increase). The Live Reads appear to have been effective in not only increasing awareness, but pushing new customers in store. In fact, the amount of people who said they have visited the store increased by 26% from 34% to 43%. 55% 23% 21% 50% 31% 20% Have not heard of Heard of but never visited Heard of and visited PRE POST 44% 23% 34% 29% 27% 43% Have not heard of Heard of but never visited Heard of and visited PRE POST Source: SCA Live Reads Study May 2015.
  7. 7. Agreement with key brand statements increased in both campaigns, but was amplified with the use of live reads. Both campaigns were effective in communicating the brand’s key messages around a promotion and key product offering. However, the live reads have particularly driven this association –in one case tripling association with a key brand statement. 26% 121% 148% 90% 58% 99% 254% 145% Key Brand Statement 1 Key Brand Statement 2 Key Brand Statement 3 Key Brand Statement 4 Source: SCA Live Reads Study May 2015.
  8. 8. The live read campaign increased transactions by twice the amount of the recorded ad campaign. Both campaigns saw an increase in transactions compared to the same week in 2014. It is also important to note the week before the campaign the transaction variance had been between 1-3% compared to the same time last year. Importantly, client sales figures confirm the market where live reads had been playing had twice the success of the market where the recorded ads were played. 30.48% 15.20% Source: SCA Live Reads Study May 2015.
  9. 9. Live reads are a successful form of advertising, and has been shown in this study, have the ability to outperform recorded ads with twice the impact on brand recall and awareness. The use of personalities in these ads make them stand out more, increase enjoyment and capture the audiences attention to a higher degree than recorded ads. Advertisers that use live reads as part of their advertising strategy can benefit from this increased attention to get their brand in the mind of consumers.
  10. 10. APPENDIX: Methodology and respondents. The survey was conducted by Southern Cross Austereo using its online panel in Sydney and Brisbane. Members of the Sydney and Brisbane hit databases were invited to participate in the studies – with 315 taking part in the first study (Pre campaign) and 210 taking part in the second (Post Campaign). Live reads were played in the Brisbane market while recorded ads were played in the Sydney market. All other elements of the campaign remained constant – such as the schedule, messaging, and audience makeup. No other client advertising occurred during the campaign period. Client transaction results are shown for week 1 of the campaign only. Week two of the campaign coincided with the end of School Holidays and devastating storms in Sydney, effecting transaction results as identified by the client. 24% 50% 20% 6% 28% 46% 23% 4% 23% 53% 20% 3% 22% 54% 22% 3% 16-24 25-39 40-54 55+ Recorded Pre Recorded Post Live Pre Live Post 16% 84% 19% 81% 12% 88% 10% 90% Male Female Recorded Pre Recorded Post Live Pre Live Post

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The use of personalities in advertising can make a brand stand out, get enhance attention from the audience and enjoy better recognition of the brand name. This study demonstrates the power of using live reads, comparing them against recorded commercials using a proven methodology, real campaign and active client. The KEY INSIGHTS from this report are: - Overall, live reads were twice as effective as the recorded ads in increasing brand recall and awareness of the tested. - Live reads were twice as effective as recorded ads, increasing both prompted and unprompted awareness. - Live reads were also more effective in pushing new customers in store, increasing the number of people who have visited the store by 26%. For more information, contact the scaresearchdepartment@sca.com.au

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