Online Display Creative Best Practices ARF 031811

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Presentation at the 2011 ARF Conference in NYC with Yahoo!

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Online Display Creative Best Practices ARF 031811

  1. 1. CPGCreative Best Practices OnlineJim ForrestSVP, Digital StrategyIpsos ASI/Ipsos OTXSebastian FernandezB2B InsightsYahoo!
  2. 2. Research Objectives 4Background & Overview 5Creative Techniques for Driving Breakthrough & Persuasion 10Key Findings 39ContentsContents
  3. 3. Research ObjectivesResearch Objectives• What’s the best way to showcase a product?• What product scenarios & messages aremost effective?• What branding cues are most effective?• Can online ads emotionally connect withmy audience?• Do new ad technologies translate into moreeffective ads?What creative tactics are most successful indriving breakthrough & persuasion?
  4. 4. Background & OverviewBackground & Overview• Data source– OTX (now part of Ipsos ASI) online ad testing system• Experimental design methodology– Test/control pre-tests– N= 484 campaigns for CPG products– CPG categories include• Home care • Health• Beverages • Pet products• Personal care • Beauty/cosmetics• Hair care products
  5. 5. Background & OverviewBackground & OverviewDesign: A controlled experiment comparing the effect of one (1)exposure to a test ad vs. a control adPre-test methodology1. Distracted Exposure• Consumers are recruited toparticipate in a research studyand following qualification, aredirected to a mirrored web page• Within this mirrored page, thereis one display ad – the test ad• Control respondents go throughthe same process, but consumersare exposed to a “control” adfrom a different non-competingcategory• When consumers naturally moveoff the page, they are directedback to the survey environment.Filler questions are asked prior tothe main questionnaire2. De-branded Re-exposure3. Forced re-exposurePersuasionMeasureRecognition &BrandingCognitive Power™Emotive Power™StudyFlow
  6. 6. Measuring What MattersMeasuring What MattersIpsos ASI, the leading advertising pre-testingcompany globally, has established what makesfor effective advertising regardless of channelReach(Breakthrough)Response(Persuasion)EffectiveAdvertisingThe ad needs to getnoticed and the brandmust get creditThe ad needs totrigger a change inbrand desireDrives SalesBuilds Equity
  7. 7. The Key MeasuresThe Key Measures• Measures whether an ad has been processed atsome level by consumers• To measure breakthrough, consumers must bothrecognize a debranded version of the ad ANDattribute it to the correct brandBreakthrough (the “reach” measure)
  8. 8. The Key MeasuresThe Key Measures• Measures a shift in consumer preference to choosethe advertised product next time they purchase inthe category• To measure persuasion, consumers are asked which product/brand will they buy next time. We measure an ads effect onthe specific product advertised or the overall brand preferenceeffect (all products/line extensions for the advertised brand)Persuasion (the “response” measure)StoreBrandOtherBrand None
  9. 9. Driving Breakthrough &PersuasionA review of different creative tactics and elementsthat help drive breakthrough and persuasion online
  10. 10. 40 Creative Tactics Were Analyzed40 Creative Tactics Were AnalyzedProduct Tactics Technology Tactics• Product Shown• Size of the product• Single vs. Multi product• % of time the product is shown in the ad• Product image location• Rich vs. Flash• Size expands to show more details• Sound/Music• Time/frames to reveal• Mouse over effect• LinksProduct Messages/Scenario Tactics Branding Tactics• Ad Focus• Call to action• New product• Problem/solution• Product comparison• Type of productinformation• # of messages• # of mentions• Content• Brand reveal• Coupon• Logo location• Character• Size of the logo• Use of brand colors• Brand’s existing equity• Celebrity spokesperson• # of brand mentions• % of time the logo isshown• % of time the brand isshown• Size of the brand name• Company spokespersonpresence
  11. 11. What’s the best way to showcase a product?Question 1AnswerKeep it simple, don’t letproducts interfere withyour message
  12. 12. Showing Products in Advertising HelpsDrive Breakthrough…Showing Products in Advertising HelpsDrive Breakthrough…110110100100Product Not Shown Product ShownBreakthrough+10% lift
  13. 13. To Drive Persuasion,Focus on Single ProductsTo Drive Persuasion,Focus on Single Products167167100100Multiple Products Single ProductPersuasion67% liftPersuasion improves 67% when focusingsingle vs. multiple products
  14. 14. Show the Product Throughout the AdShow the Product Throughout the Ad350350100100Under 75% Greater Than 75%Persuasion250% liftPersuasion improves over 250% whenshowing the product throughout the ad
  15. 15. Don’t Let the Product Detract from YourMessage, Particularly with a Large Product ImageDon’t Let the Product Detract from YourMessage, Particularly with a Large Product Image121121100100Large Product Image Small Product ImagePersuasion21% liftLarger product images cantake up too much of the frame& detract from your message
  16. 16. How do I talk about my product?What scenarios are most effective indriving persuasion?Question 2AnswerIt depends on whereyour product is inits lifecycle
  17. 17. Ads Showcasing New Products Generatethe Strongest Lifts in PersuasionAds Showcasing New Products Generatethe Strongest Lifts in Persuasion152152100100Established Product New ProductPersuasion52% lift
  18. 18. 133133113113100100While Product Comparisons Are AlsoEffective, Much More So When the…While Product Comparisons Are AlsoEffective, Much More So When the…No Comparison Comparison ExplicitComparisonEffects of Product Comparisonon Persuasion13% lift33% lift
  19. 19. Problem + Solution Scenarios Are Also Effective DrawingConsumers in, Generating Solid Lifts in Breakthroughand PersuasionProblem + Solution Scenarios Are Also Effective DrawingConsumers in, Generating Solid Lifts in Breakthroughand Persuasion120120100100113113100100Problem + Solution MessageEffect on Breakthrough13% liftOther Problem +SolutionOther Problem +Solution20% liftProblem + Solution MessageEffect on PersuasionProblemSolution
  20. 20. “Feature” Copy Works Great for NewProducts, But Not for Established Ones“Feature” Copy Works Great for NewProducts, But Not for Established OnesBase: Use n=8; Feature n=73; Claim to Fame n=12; Options n=18; Benefit n=186* Very Low Base23431031171241490 20 40 60 80 100 120 140 160Features (New Products)When the ad talks about specific product details(e.g.“with smooth ingredients”)Claim to Fame*When the product or brand claims being better(e.g.“4X better xxx”)Options*When the ad messaging mentions different product options(e.g. “Available in multiple flavors”)BenefitWhen product benefitsare discussed in the ad.(e.g.“Clean you can see”)UseWhen the ad messaging is about how to use the product(e.g. Health ads)Features (Established Product)When the ads talks about specific product details(e.g. “With smoothing ingredients”)Messaging differentproduct options ispreferable toshowing multipleproducts in the adPersuasion
  21. 21. 107107100100 140140100100Simple Call-to-Action (CTA) Messages Are More CompellingThan Product Coupons in Generating Lifts in PersuasionSimple Call-to-Action (CTA) Messages Are More CompellingThan Product Coupons in Generating Lifts in PersuasionCoupon Effecton PersuasionNoCouponCoupon No Callto ActionCallto ActionCall to Action Effecton Persuasion40% liftNo Sig Lift
  22. 22. AnswerBranding cues with existingequity (e.g. color, characters, etc.)ShapeFontColorWhat branding cues are most effective?Question 3
  23. 23. Consumer Affinity for a Brand Plays a BigRole in an Ads Ability to BreakthroughConsumer Affinity for a Brand Plays a BigRole in an Ads Ability to Breakthrough114114105105100100High Brand AffinityMedium Brand AffinityLow Brand Affinity14% liftAd Breakthrough
  24. 24. Logos Drive Stronger BreakthroughWhen Used CorrectlyLogos Drive Stronger BreakthroughWhen Used Correctly
  25. 25. 111111100100102102100100When it Comes to Logos,Size Doesn’t MatterWhen it Comes to Logos,Size Doesn’t MatterLogo Size Effecton BreakthroughNo Sig LiftSmall Logo Large Logo Small Logo Large LogoLogo Size Effecton PersuasionNo Sig Lift
  26. 26. It’s Location, Location, LocationIt’s Location, Location, LocationThe location of the logo can have a strong effecton breakthroughThe sweet spot is inthe top centerThe weakest spot is atthe bottom
  27. 27. Brand Cues, Such as Use of Brand Color,Impact PersuasionBrand Cues, Such as Use of Brand Color,Impact PersuasionUse of Brand Color Effecton Persuasion45% lift145145100100Does Not Use ofBrand ColorsUsesBrand Colors
  28. 28. Celebrity Spokespeople Also DriveStronger PersuasionCelebrity Spokespeople Also DriveStronger Persuasion163163100100No Celebrity CelebrityUse of Celebrity SpokespersonEffect on Persuasion63% liftInsertCelebrityFace
  29. 29. But Use of a Celebrity Spokespeople May Also DivertAttention from the Brand and Negatively ImpactBreakthroughBut Use of a Celebrity Spokespeople May Also DivertAttention from the Brand and Negatively ImpactBreakthrough9090100100No Celebrity Celebrity-10% liftUse of Celebrity SpokespersonEffect on Breakthrough
  30. 30. AnswerYes!Can online ads be used to emotionallyconnect with my audience?Question 4
  31. 31. In Addition to Breakthrough & Persuasion,All Pre-tested Advertising is Measured for…In Addition to Breakthrough & Persuasion,All Pre-tested Advertising is Measured for…• Measures the strength of the consumer’s emotionalresponse to the ad• To measure emotional response, consumers are askedto answer a series of questions about the ad that havebeen associated with emotional response to advertisingEmotive Power™Heath, Brandt, & Nairn (2006). Brand Relationships:Strengthened by Emotion, Weakened by Attention.Journal of Advertising Research.
  32. 32. Emotional Connection with Your AudienceHas the Largest Impact on PersuasionEmotional Connection with Your AudienceHas the Largest Impact on Persuasion181181131131100100LowEmotive Power™AverageEmotive Power™HighEmotive Power™Emotive PowersEffect On Persuasion81% lift31% liftEmotive Power™
  33. 33. Four Tactics That ImproveEmotional ResponseFour Tactics That ImproveEmotional Response1. Social Conscience(appeal to people’s desireto do the right thing)2. Emotive Imagery(e.g. puppies and babies)3. Utilize Creative Formats(video/rich media)4. Claim to Fame(e.g. differentiated identity)73841131241311511670 20 40 60 80 100 120 140 160Social Conscience*Emotive Imagery*Video*Claim to Fame*Rich Media*Implicit Comparison*Humor*Emotive Power Indexed to AverageBase sizes: Video n=14; Rich Media n=39; Humor n=8; Social Conscience n=7; Claim to fame n=7; ImplicitComparison n=8;Puppies/Babies/Kidsn=9)* Very Low Base
  34. 34. AnswerThey can, but only whenadvertisers learn to use thenew formatsDo new ad technologies translate intomore effective ads?Question 5
  35. 35. 192192180180100100As Advertisers Get More Sophisticated,Campaigns Are Getting More PersuasiveAs Advertisers Get More Sophisticated,Campaigns Are Getting More Persuasive1661661001002005/6 2007/8 2009/10RMU PersuasivenessAcross Time2006-7 2008-10Display PersuasivenessAcross Time92% lift80% lift66% lift
  36. 36. Technology That Increases the Story-TellingPower Can Improve EffectivenessTechnology That Increases the Story-TellingPower Can Improve EffectivenessFormat Driving Persuasion29% lift7% liftTraditional Flash Any Rich Ad Rich Ads With Video129129107107100100
  37. 37. Other Features, Like Size Expands, Have aPositive Impact on Breakthrough as WellOther Features, Like Size Expands, Have aPositive Impact on Breakthrough as Well109109100100Size Expand Impact on BreakthroughDoes not Expand Expands9% lift
  38. 38. Key FindingsKey Findings• Focus on 1 product,no more• Don’t let the size of yourproduct image get in theway of you message1. When showcasing your product, keep it simple
  39. 39. Key FindingsKey Findings• For new products, introducenew product features andmake those features matter• As products mature, useadvertising to differentiateyour product, or to informyour audience about “new”product options2. Different messages work at different stagesof the product lifecycle
  40. 40. Key FindingsKey Findings• When showcasing your logo,size isn’t as important aslocation• Consistently using brand colorswill allow equity built throughpast campaigns to carryover• Take advantage of other offlinecues, like celebrities/spokespeople, who are highlyrecognizable and can drivemore persuasion for your product3. Take advantage of existing brand cues to helpdrive breakthrough & persuasion
  41. 41. Key FindingsKey Findings• Emotional connection isthe most persuasivewhen successful• New technology & formatsimprove your ability toemotionally connect withconsumers, but allow fora learning curve4. Don’t be afraid to use online to emotionallyconnect with your consumers
  42. 42. Key FindingsKey Findings• The best online ads breakthe rules, but so do theworst. Don’t be afraidto do something different,just test it before yourcampaign starts.These are guidelines, not a prescription
  43. 43. ReferencesReferences• Heath, Brandt, & Nairn (2006). Brand Relationships:Strengthened by Emotion, Weakened by Attention.Journal of Advertising Research• Damasio A. Looking For Spinoza: Joy, Sorrow andthe Feeling Brain. Harcourt. 2003

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