This document summarizes key learnings from past AD IMPACT research and provides recommendations for identifying engaging insights to build better campaigns. The top 5 past learning points are revisited, including the desire for insight-driven creative, poor cross-media integration, and that TV does more than awareness while online can fuel impact down the purchase funnel. It emphasizes immersing in past research beyond just campaigns, and using a test-learn-repeat approach with qualitative and quantitative concept research to validate and refine creative concepts.

1. AD IMPACT
Moderator
George Terhanian
President, Global Solutions
Toluna

3. Research ROI
Building Better Campaigns
Barbara Zack Kimberly Stanford
Chief Analytics Officer Sr. Campaign Insight Lead
Nielsen IAG Research Microsoft Corporation

4. Who is This Person?

5. Cost of Research is Offset By the
Evolution of Better Campaigns

6. Top 5 Past Learning Points
1. Desire for insight driven creative
2. Poor cross media integration
3. Pilot of cross brand and branded integration
showed strong lift
4. Improve integration of social media across paid,
earned, and owned
5. TV does more than awareness, but online can
fuel TV impact down purchase funnel

7. First Thing First
Identify Engaging Insight
• Immerse agency team in past research,
beyond campaign
• Test – Learn – Repeat
– Qualitative exploratory earlier, at platform level
– Quantitative concept research and pre-production
– Copy Test to validate and refine post-production

9. First Thing First
Really?!

10. Top 5 Learning Points – Revisited
It’s time for a phone…
1. Desire for insight driven creative to save us from our phones
2. Poor cross media integration • 118 index TV + Online
3. Pilot of cross brand and branded • Increased branded integrations
with mixed results
integrations showed strong lift • 121 index TV + Online
4. Improve integration of social • PR integration
media across paid, earned, • Paid social media above norms
and owned
5. TV does more than awareness, • Find information
but online can fuel TV impact • Enhanced promotions
down purchase funnel

11. Thank You…
Questions?