The document provides guidelines for creating effective outdoor advertising campaigns. It discusses that outdoor advertising has a brief duration of exposure, so messages need to be simple and easily understandable. It also emphasizes the importance of repetition and frequency to compensate for the brief exposure. Finally, it examines how recall of advertising messages is impacted by distance, with only strongly anchored visual elements like people being recognizable from far away. Therefore, outdoor ads must use a clear reading hierarchy to guide viewers' eyes to the most important message elements.
Carmedia: Advertising through cars impact study (Bucharest, June 2011)Maxime Porte
This case study evaluated the impact of advertising a supplement product by placing removable stickers on cars used by sales teams in urban areas of Bucharest, Cluj, and Brasov, Romania over 4 months. A survey of 105 people in Bucharest found that 48% recalled seeing the campaign and 38% who didn't know the product still recalled the message, demonstrating a high recall rate. The study concluded that using cars as an advertising medium can have impact by increasing message recall.
The document discusses how out-of-home (OOH) advertising is a clever investment that provides a high return on investment (ROI) according to global econometric studies. It provides examples from Australia showing that OOH delivers greater reach efficiency than TV, improves ROI when used with other media like TV and print, and increases the memory of other advertising by 30%. The Outdoor Media Association aims to promote the OOH industry in Australia.
The first known written advertisement is more than three thousand years old!Jean-Marie Le Ray
This message, written on a papyrus found in the ruins of Thebes, in Egypt, was translated into English by a journalist, James Playsted Wood, author of The Story of Advertising, published in 1958.
This document discusses how outdoor advertising connects with large numbers of people as urban populations grow. It provides statistics showing more people now live in cities than rural areas, and cities continue expanding rapidly. The document then summarizes research showing people are still exposed to outdoor advertising as they commute and spend time outside, and that well-designed outdoor ads can entertain and engage people rather than interrupt them like other media. It concludes by noting that major global brands invest heavily in outdoor advertising as it helps build brand awareness and familiarity in a high-frequency manner.
This document summarizes an early study from 1995-1996 that was the first in a series conducted by Birkbeck College to measure the visibility of outdoor advertising poster panels for drivers and passengers. The study used eye tracking equipment to record subjects' eye movements as they viewed photographs of road scenes for 6 seconds each. Hit rates for noticing poster panels of different sizes (6, 48, and 96 sheets) were measured across three road environments (Arterial, Residential, Shopping) to assess how factors like panel size, environment, and driver vs. passenger viewpoint affected visibility. Preliminary results found hit rates generally increased with larger panel size and tended to be lower in Shopping environments. Hit rates also decreased with greater distance from the road
Out-of-home is the last true broadcast medium. We drive mass reach in a high impact yet cost-effective manner, delivering brands' messages directly to consumers.
Carmedia: Advertising through cars impact study (Bucharest, June 2011)Maxime Porte
This case study evaluated the impact of advertising a supplement product by placing removable stickers on cars used by sales teams in urban areas of Bucharest, Cluj, and Brasov, Romania over 4 months. A survey of 105 people in Bucharest found that 48% recalled seeing the campaign and 38% who didn't know the product still recalled the message, demonstrating a high recall rate. The study concluded that using cars as an advertising medium can have impact by increasing message recall.
The document discusses how out-of-home (OOH) advertising is a clever investment that provides a high return on investment (ROI) according to global econometric studies. It provides examples from Australia showing that OOH delivers greater reach efficiency than TV, improves ROI when used with other media like TV and print, and increases the memory of other advertising by 30%. The Outdoor Media Association aims to promote the OOH industry in Australia.
The first known written advertisement is more than three thousand years old!Jean-Marie Le Ray
This message, written on a papyrus found in the ruins of Thebes, in Egypt, was translated into English by a journalist, James Playsted Wood, author of The Story of Advertising, published in 1958.
This document discusses how outdoor advertising connects with large numbers of people as urban populations grow. It provides statistics showing more people now live in cities than rural areas, and cities continue expanding rapidly. The document then summarizes research showing people are still exposed to outdoor advertising as they commute and spend time outside, and that well-designed outdoor ads can entertain and engage people rather than interrupt them like other media. It concludes by noting that major global brands invest heavily in outdoor advertising as it helps build brand awareness and familiarity in a high-frequency manner.
This document summarizes an early study from 1995-1996 that was the first in a series conducted by Birkbeck College to measure the visibility of outdoor advertising poster panels for drivers and passengers. The study used eye tracking equipment to record subjects' eye movements as they viewed photographs of road scenes for 6 seconds each. Hit rates for noticing poster panels of different sizes (6, 48, and 96 sheets) were measured across three road environments (Arterial, Residential, Shopping) to assess how factors like panel size, environment, and driver vs. passenger viewpoint affected visibility. Preliminary results found hit rates generally increased with larger panel size and tended to be lower in Shopping environments. Hit rates also decreased with greater distance from the road
Out-of-home is the last true broadcast medium. We drive mass reach in a high impact yet cost-effective manner, delivering brands' messages directly to consumers.
Ad blocking debrief - WTF Ad Blocking UK, 3/10/16Digiday
The document discusses improving ad experiences for users. It finds that ad content (creative) has the biggest impact on user experience, rather than ad context or format. Over half of respondents see creative quality as a key cause of ad blocking. The document advocates for personalized, contextually relevant creative that is aware of a user's situation without being creepy. It also promotes using dynamic creative campaigns with multiple variants from a single approved creative to improve management and decrease the number of required creatives. Finally, the document argues for prioritizing user experience, especially on mobile, through advertising designs and formats suited for the platform.
Forget ad blocking, user experience is a big deal - Digiday WTF Ad Blocking N...Digiday
The document discusses how improving ad creative quality can positively impact user experience with advertising and reduce ad blocking. It notes that according to surveys, the majority of users feel ad creative has the biggest impact on their experience, rather than ad format or site placement. The document advocates that marketers allocate more resources to creative production and testing dynamic, personalized creative to improve relevancy for users. It also provides examples of how to optimize creative for different industries and platforms like mobile video.
It’s no longer enough to show advertisers impressions and clicks; what percentage of your ads were actually viewable? According to Google, about half of ads served aren’t viewable by website visitors.
Ad viewability is the newest success metric for publishers to improve in order to grow their businesses. Making this transition is essential, but daunting. Fortunately, A/B testing and optimization can drive quantifiable improvements to ad viewability, leading to increased revenue and delighted advertisers.
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...IAB Europe
The document discusses the need for improved digital media measurement metrics that focus on effectiveness rather than just impressions or clicks. It argues that online surveys often provide misleading data due to sampling biases, and that viewability alone is not a sufficient metric as it does not measure outcomes like ad recall, attitudes, or sales lift. The document advocates for cross-platform measurement of unduplicated audiences and effective frequency to better plan campaigns across devices.
A user's first session determines the rest of their journey with your brand. If your onboarding process fails to help new users become more familiar with your app and understand your app's value and core features, you may lose them faster than you acquire them.
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What is the cost of ad blocking? - Digiday WTF Ad Blocking NYC, 1/14/16Digiday
This document discusses the challenges in determining the value of impressions lost to ad blocking. It notes that programmatic inventory has much lower rates than direct-sold inventory, so lost impressions should be valued at programmatic CPMs rather than average CPMs. As the supply of ad inventory increases with ad blocking, the equilibrium price (CPM) will decrease. The document proposes a ballpark formula of averaging direct and programmatic CPMs and multiplying by the percentage of blocked impressions. It also outlines Slate's approach of looking forward by asking ad block users to become paid members, eliminating intrusive ads, and investing in platforms where ad blocking isn't possible.
The Power Of Ecosystems - Why 2016 Is The Year Of The Automotive EcosystemCloudMade
The consumer electronics world is defined by companies which have ecosystems and those which don't. The haves, like Google and Apple, lead the world in value, revenue and profitability. The have nots like Samsung and Yahoo struggle to achieve valuations, revenues and profits that match the competition.
As cars become connected, ecosystems will play just as important a role in defining the winners and losers of the connected car market is they have done in the mobile phone market.
This presentation presents analysis and insights into the role that ecosystems will plan in defining success within the connected car market.
Alenty measures effective ad exposure for online branding campaigns using a generic Javascript that tracks visibility, exposure duration, and engagement. Traditional metrics like click-through rate are not suitable for branding as most clickers have undesirable profiles and there is no correlation between CTR and branding effects. Alenty's key metrics are visibility duration, exposure duration accounting for screen share, and engagement duration. These provide a more accurate understanding of campaign performance and recall lift than traditional served impression-based metrics.
The document discusses attribution modeling and optimization. It notes that traditional attribution approaches have limitations and measure channels in silos. The presentation advocates for a data-driven attribution approach using a unified user-level view to map the customer journey across channels. This allows marketers to understand how channels work together and identify opportunities to optimize spending across channels to improve marketing ROI. Case studies on Lenovo's attribution initiatives and results are also discussed.
The document discusses comScore's services for measuring digital advertising effectiveness through viewability metrics and validated impressions. It provides examples of how Kellogg's has improved ROI by 2-6x by incorporating these metrics into their strategies. The presentation emphasizes that viewability measurement allows advertisers to optimize campaigns and better understand real delivery across publishers.
FINALLY CAPTURE THE WHITE WHALE OF LEARNING: MEASURE IMPACT ON BUSINESS RESULTSHuman Capital Media
Learning has become a top concern for the C-level. Business impact and ROI of learning programs are the top two priorities of CEOs, according to the LinkedIn Workplace Learning Report. Yet only a small percentage of organizations are delivering on either of those insights. Measuring learning at the higher levels of the Kirkpatrick model is a struggle that many organizations are facing. However, with advancements in big data technology and analysis, measuring business impact is no longer a white whale.
In this interactive webinar, learning leader, Tina Woita, will level set on what is happening in learning functions today and the common challenges organizations are facing in their attempts to measure impact. Illustrated through her own experiences, Tina will share practical tips on how you can empower your teams with the right tools and strategy to successfully measure the dollar and productivity impact of your learning programs.
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Common measurement challenges at each level of the Kirkpatrick Model
Effective measurement strategies
Relevant success stories of measuring learning impact
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This document summarizes a presentation about redesigning a credit union's website to improve the user experience. The presenters discussed conducting user research and usability testing to understand members' needs and create a site that is easy to use. They emphasized adopting a user-centered design process where usability goals are established. Testing prototypes with real users was recommended to identify problems and ensure the site meets users' expectations. Data from usability testing can demonstrate the business value of investing in a well-designed site through increased conversions and reduced support calls.
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In the third installment of the Copernicus Marketing Planning 3.0 webcast series, Copernicus’ Rolf Olsen explained a critical element of marketing mix optimization: understanding how different media channels work together, build off each other, and directly or indirectly contribute to sales.
In this webcast, Rolf demonstrated how to evaluate the effects of different media on each other and apply these insights to media decisions. He offered techniques for disentangling the true impact of all bought, owned, and earned media channel and a how-to on simulating different media scenarios to forecast ROI and sales
He will use case examples to demonstrate how a deeper understanding of the synergistic performance of all channels can substantially improve your ability to do marketing mix optimization work and improve current and future media plans.
Attribution Isn't Optional from Jeff GreenfieldJeff Greenfield
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Everyone talks about how last click is dead and the value in attribution, but few people can actually talk to you about how to get to Attribution that works. This session isn’t about building a set and forget model. It’s not about what models exist and how you decide which option to use. This session is about how to develop an attribution model based on your specific customers’ journey, that adjusts as your business and customers shift — with real case studies about folks that have succeeded and some that have failed.
Data Summer Conf 2018, “Multi-touch Attribution: Key challenge around designi...Provectus
Sri Sri: "When I worked with Skyscanner, before Spotify, I worked on a popular marketing problem called Multi-touch Attribution". In this presentation, she’ll explain Multi-touch attribution problem space and how a Data Science solution was designed for this problem.I focus on a key challenge of designing a Multi-touch attribution solution – Identifying which methodology is best for this problem. This is a thorny issue as the variable we are trying to study isn’t directly observable. She’ll discuss a novel approach to tackle this problem through simulated marketing environment.
Join the London MUG Team for the September 2023 Session.
We heard from expert extraordinaire in all things EMEA & GDPR, Zoe Forman, on how she reduced set-up time by 75% and cut forms from 500 to 35, whilst ensuring GDPR compliance and providing global consistency .... in a segment we like to call: "Managing Multiple Languages in Marketo" - this is a must for working on this side of the pond.
Then our favourite PMM Isabella Hargreaves (okay, okay - we know we can't have faves, they are all great) shared about the exciting upcoming Marketo Engage features.
This document provides global guidelines for measuring audiences of out-of-home advertising. It aims to introduce consistent measurement standards worldwide and promote best practices. The guidelines define key terms, recommend data to provide users, and describe principles like transparency and scientific methods. They also discuss organizing measurement systems, defining out-of-home media, and how to measure audiences, mobility, display panels, and estimate reach and frequency.
This study used eye tracking to measure visibility hit rates for poster panels across different environments from both driver and pedestrian perspectives. Over 90 participants had their eye movements recorded while viewing over 300 scenes from roadside, retail, and tube/rail settings containing poster panels. Hit rates varied significantly based on factors like viewing distance and panel orientation. Standardizing for these properties allowed for more direct comparisons of visibility across panel types and locations. The results provide a comprehensive dataset on outdoor poster panel visibility.
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The document discusses improving ad experiences for users. It finds that ad content (creative) has the biggest impact on user experience, rather than ad context or format. Over half of respondents see creative quality as a key cause of ad blocking. The document advocates for personalized, contextually relevant creative that is aware of a user's situation without being creepy. It also promotes using dynamic creative campaigns with multiple variants from a single approved creative to improve management and decrease the number of required creatives. Finally, the document argues for prioritizing user experience, especially on mobile, through advertising designs and formats suited for the platform.
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The document discusses the need for improved digital media measurement metrics that focus on effectiveness rather than just impressions or clicks. It argues that online surveys often provide misleading data due to sampling biases, and that viewability alone is not a sufficient metric as it does not measure outcomes like ad recall, attitudes, or sales lift. The document advocates for cross-platform measurement of unduplicated audiences and effective frequency to better plan campaigns across devices.
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This document discusses the challenges in determining the value of impressions lost to ad blocking. It notes that programmatic inventory has much lower rates than direct-sold inventory, so lost impressions should be valued at programmatic CPMs rather than average CPMs. As the supply of ad inventory increases with ad blocking, the equilibrium price (CPM) will decrease. The document proposes a ballpark formula of averaging direct and programmatic CPMs and multiplying by the percentage of blocked impressions. It also outlines Slate's approach of looking forward by asking ad block users to become paid members, eliminating intrusive ads, and investing in platforms where ad blocking isn't possible.
The Power Of Ecosystems - Why 2016 Is The Year Of The Automotive EcosystemCloudMade
The consumer electronics world is defined by companies which have ecosystems and those which don't. The haves, like Google and Apple, lead the world in value, revenue and profitability. The have nots like Samsung and Yahoo struggle to achieve valuations, revenues and profits that match the competition.
As cars become connected, ecosystems will play just as important a role in defining the winners and losers of the connected car market is they have done in the mobile phone market.
This presentation presents analysis and insights into the role that ecosystems will plan in defining success within the connected car market.
Alenty measures effective ad exposure for online branding campaigns using a generic Javascript that tracks visibility, exposure duration, and engagement. Traditional metrics like click-through rate are not suitable for branding as most clickers have undesirable profiles and there is no correlation between CTR and branding effects. Alenty's key metrics are visibility duration, exposure duration accounting for screen share, and engagement duration. These provide a more accurate understanding of campaign performance and recall lift than traditional served impression-based metrics.
The document discusses attribution modeling and optimization. It notes that traditional attribution approaches have limitations and measure channels in silos. The presentation advocates for a data-driven attribution approach using a unified user-level view to map the customer journey across channels. This allows marketers to understand how channels work together and identify opportunities to optimize spending across channels to improve marketing ROI. Case studies on Lenovo's attribution initiatives and results are also discussed.
The document discusses comScore's services for measuring digital advertising effectiveness through viewability metrics and validated impressions. It provides examples of how Kellogg's has improved ROI by 2-6x by incorporating these metrics into their strategies. The presentation emphasizes that viewability measurement allows advertisers to optimize campaigns and better understand real delivery across publishers.
FINALLY CAPTURE THE WHITE WHALE OF LEARNING: MEASURE IMPACT ON BUSINESS RESULTSHuman Capital Media
Learning has become a top concern for the C-level. Business impact and ROI of learning programs are the top two priorities of CEOs, according to the LinkedIn Workplace Learning Report. Yet only a small percentage of organizations are delivering on either of those insights. Measuring learning at the higher levels of the Kirkpatrick model is a struggle that many organizations are facing. However, with advancements in big data technology and analysis, measuring business impact is no longer a white whale.
In this interactive webinar, learning leader, Tina Woita, will level set on what is happening in learning functions today and the common challenges organizations are facing in their attempts to measure impact. Illustrated through her own experiences, Tina will share practical tips on how you can empower your teams with the right tools and strategy to successfully measure the dollar and productivity impact of your learning programs.
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Common measurement challenges at each level of the Kirkpatrick Model
Effective measurement strategies
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Join the London MUG Team for the September 2023 Session.
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This document provides global guidelines for measuring audiences of out-of-home advertising. It aims to introduce consistent measurement standards worldwide and promote best practices. The guidelines define key terms, recommend data to provide users, and describe principles like transparency and scientific methods. They also discuss organizing measurement systems, defining out-of-home media, and how to measure audiences, mobility, display panels, and estimate reach and frequency.
This study used eye tracking to measure visibility hit rates for poster panels across different environments from both driver and pedestrian perspectives. Over 90 participants had their eye movements recorded while viewing over 300 scenes from roadside, retail, and tube/rail settings containing poster panels. Hit rates varied significantly based on factors like viewing distance and panel orientation. Standardizing for these properties allowed for more direct comparisons of visibility across panel types and locations. The results provide a comprehensive dataset on outdoor poster panel visibility.
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3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
2. Summary
Outdoor’s
characteris%cs
and
consequences
on
message
percep%on
•
The
role
of
display
dura%on
and
frequency
•
The
impact
of
distance
on
recall
Key
drivers
of
adver%sing
impact
•
Crea%ve
drivers
ac%ng
on
recall
•
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
1-‐
2-‐
2
3. Summary
Outdoor’s
characteris%cs
and
consequences
on
message
percep%on
•
The
role
of
display
dura%on
and
frequency
•
The
impact
of
distance
on
recall
Key
drivers
of
adver%sing
impact
•
Crea%ve
drivers
ac%ng
on
recall
•
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
1-‐
2-‐
3
4. The
role
of
display
dura%on
and
frequency
Dura)on
of
exposure
is
extremely
brief:
billboards
need
only
5
seconds
to
be
read
and
fully
understood
Outdoor’s
communica)on
strength
resides
in
repe%%on/frequency
4
5. Message
too
complex
to
be
decoded
in
5
seconds
The
role
of
display
dura%on
and
frequency
1-‐
Focus
on
a
simple
and
easily
understandable
message
Outdoor
Adver+sing,
an
instant
media
As
a
consequence,
3
essen%al
guidelines
for
impacLul
Outdoor
campaigns
:
5
Easily
understandable
message
6. 2-‐
Limit
the
use
of
different
messages
inside
a
single
crea%ve
A
clear
and
well
highlighted
offer
The
offer
is
“pulled”
under
all
the
other
components
of
the
crea+ve.
It
won’t
stand
out
.
6
As
a
consequence,
3
essen%al
guidelines
for
impacLul
Outdoor
campaigns
:
Outdoor
Adver+sing,
an
instant
media
The
role
of
display
dura%on
and
frequency
7. Readability
issue
3-‐
Be
legible
:
use
short,
easily
readable
claims
7
A
short
and
impac%ng
claim
As
a
consequence,
3
essen%al
guidelines
for
impacLul
Outdoor
campaigns
:
Outdoor
Adver+sing,
an
instant
media
The
role
of
display
dura%on
and
frequency
8. •
Focus
on
a
simple
and
easily
understandable
message
•
Limit
the
use
of
different
messages.
You
don’t
want
your
consumer
to
be
lost
or
focused
on
anything
other
than
your
main
message.
•
Be
legible
:
use
short,
easily
readable
and
impac%ng
claims.
They
will
be
remembered
even
aVer
a
short
exposure.
A
Few
rules:
8
As
a
consequence,
3
essen%al
guidelines
for
impacLul
Outdoor
campaigns
:
The
role
of
display
dura%on
and
frequency
9. >
â
Stage
your
campaign
like
an
event:
teaser
/
reveal
Use
the
possibili%es
offered
by
repe%%on/frequency
Example:
Carrefour
Discount's
launch
Week
1
Week
2
From
Wednesday
to
Sunday
night
From
Sunday
night
to
Tuesday
9
To
convey
a
more
complex
message…
The
role
of
display
dura%on
and
frequency
10. â
Convey
the
same
message
but
use
different
crea%ves
and
different
formats
Example:
In
spring
2011,
Leffe
communicate
about
its
3
varieBes
with
3
different
creaBves
10
The
role
of
display
dura%on
and
frequency
>
Use
the
possibili%es
offered
by
repe%%on/frequency
To
convey
a
more
complex
message…
11. In
outdoor,
distance
has
a
major
impact
on
the
percep%on
of
adver%sing
messages
11
The
impact
of
distance
on
recall
12. 35m
The
impact
of
distance
on
recall
Screenshot
from
our
CréacBon
soGware
12
15. Exposure
Brand
Model
BoCle
+
name
of
fragrance
15m25m35m
15
The
impact
of
distance
on
recall
16. A
strong
anchorage
point
:
The
Model
Screenshot
from
our
CréacBon
soGware
16
The
impact
of
distance
on
recall
17. The
claim,
the
packaging,
and
the
brand
are
not
visible
25
meters
away
form
the
Mupi
Screenshot
from
our
CréacBon
soGware
17
The
impact
of
distance
on
recall
18. Claim
and
brand
s%ll
not
visible
at
a
distance
of
15m
+
you
can’t
see
that
the
models
is
dressed
with
corn
flakes
Screenshot
from
our
CréacBon
soGware
18
The
impact
of
distance
on
recall
19. Outdoor
demands
A
DYNAMIC
reading
of
adver%sing
messages
A
reading
hierarchy
is
necessary
19
The
impact
of
distance
on
recall
20. 20
A
simple
reading
path:
from
the
Model
to
the
boCle
An
op%mal
construc%on,
the
claim
first
retains
our
aCen%on,
and
then,
our
eyes
naturally
go
towards
the
brand
As
a
consequence,
a
hierarchical
way
of
reading
is
necessary
:
The
impact
of
distance
on
recall
21. no
natural
reading
path
The
impact
of
distance
on
recall
As
a
consequence,
a
hierarchical
way
of
reading
is
necessary
:
21
22. Outdoor’s
characteris%cs
and
consequences
on
message
percep%on
•
The
role
of
display
dura%on
and
frequency
•
The
impact
of
distance
on
recall
Key
drivers
of
adver%sing
impact
•
Crea%ve
drivers
ac%ng
on
recall
•
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
1-‐
2-‐
22
Summary
23. Ipsos
Top
Ten
best
adver%sing
crea%ves
2011
1 2 3
4 5 6 7 8 9 10
23
24. Crea%ve
is
key
!
Source
:
Ipsos
Impact
of
an
outdoor
campaign
can
vary
a
lot
depending
on
crea%ve
Example
:
2
campaigns
on
the
same
outdoor
network:
Abribus
Major
Access
STRESSLESS
-‐
April
2010
recall
<
15%
KRYS
-‐
October
2009
recall
>
55%
24
26. You
need
to
be
different
from
your
compe%tors.
We
remember
what
stands
out
Crea)ve
drivers
influencing
recall
:
26
1
-‐
Differen)a)on
Crea%ve
drivers
ac%ng
on
recall
27. COLOUR
TO
BETTER
CATCH
ATTENTION
27
Crea%ve
drivers
ac%ng
on
recall
You
need
to
be
different
from
your
compe%tors.
We
remember
what
stands
out
Crea)ve
drivers
influencing
recall
:
1
-‐
Differen)a)on
28. CREATIVITY
OF
EXECUTION
28
Crea%ve
drivers
ac%ng
on
recall
You
need
to
be
different
from
your
compe%tors.
We
remember
what
stands
out
Crea)ve
drivers
influencing
recall
:
1
-‐
Differen)a)on
29. 29
POSITIVE
FEELINGS
Crea%ve
drivers
ac%ng
on
recall
We
remember
what
affects
us
Crea)ve
drivers
influencing
recall
:
2
–
Emo)on
30. 30
SENSUALITY
Crea%ve
drivers
ac%ng
on
recall
We
remember
what
affects
us
Crea)ve
drivers
influencing
recall
:
2
–
Emo)on
31. 31
HUMOUR
Crea%ve
drivers
ac%ng
on
recall
The
more
unusual
the
campaign
is,
the
beCer
we
remember
it
Crea)ve
drivers
influencing
recall
:
3
–
Uniqueness
32. 32
POWERFUL
CONCEPT
Crea%ve
drivers
ac%ng
on
recall
The
more
unusual
the
campaign
is,
the
beCer
we
remember
it
Crea)ve
drivers
influencing
recall
:
3
–
Uniqueness
33. 33
INTRIGUING
CREATIVE
CONCEPT
Crea%ve
drivers
ac%ng
on
recall
The
more
unusual
the
campaign
is,
the
beCer
we
remember
it
Crea)ve
drivers
influencing
recall
:
3
–
Uniqueness
34. 34
INTRIGUING
SITUATION
Crea%ve
drivers
ac%ng
on
recall
The
more
unusual
the
campaign
is,
the
beCer
we
remember
it
Crea)ve
drivers
influencing
recall
:
3
–
Uniqueness
35. In
order
to
aCract
and
retain
aCen%on,
brands
can
:
1. Build
a
crea)ve
with
strong
elements
of
aCrac%on
and
differen%a%on
2. Be
legible,
easily
readable
with
strong
colours.
Try
to
avoid
cluZered
and
dark
crea)ves
lacking
contrast
3. Be
Crea%ve
:
without
specific
crea)ve
efforts,
your
product
is
generally
not
strong
enough
to
catch
and
retain
consumers’
aZen)on.
4. Generate
posi%ve
feelings
with
your
crea)ve
in
order
to
be
remembered
35
Crea%ve
drivers
ac%ng
on
recall
37. Source
:
Ipsos
The
size
of
your
brand’s
name
on
the
poster,
doesn’t
have
a
significant
impact
on
your
brand
aZribu)on
score
Link
between
aZribu)on
score
and
the
size
of
the
brand
name
on
the
crea)ve
Source
:
222
campains
tested
by
IPSOS
Size
of
the
brand
on
the
crea%ve
72
campains
95
campains
55
campains
Brand
aCribu%on
average
21%
21%
17%
Between
0
and
4%
Between
5
and
8%
Between
9
and
25%
Examples
MC
Donald’s
(August2010)
ACribu%on
=
index
215
vs
standard
DUVAL
(July
2011)
ACribu%on
=
index
25
vs
standard
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
37
38. 1-‐
Brand
quota%on
We
memorized
what
we
see
Crea)ve
drivers
influencing
on
brand
ACribu%on
38
INCLUSION
OF
THE
BRAND
IN
THE
STORY
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
39. 39
INTEGRATION
OF
THE
BRAND
IN
THE
ADVERTISING
CLAIM
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
1-‐
Brand
quota%on
We
memorized
what
we
see
Crea)ve
drivers
influencing
on
brand
ACribu%on
40. 40
USE
OF
THE
BRAND’S
MUSE
2011
2010
2009
2009
2008
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
2-‐
Brand
signs
and
cues
Crea)ve
drivers
influencing
on
brand
ACribu%on
41. 41
THE
PRODUCT
IS
THE
MAIN
CHARACTER
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
2-‐
Brand
signs
and
cues
Crea)ve
drivers
influencing
on
brand
ACribu%on
42. 42
USE
YOUR
BRAND’S
MAIN
COLOUR
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
2-‐
Brand
signs
and
cues
Crea)ve
drivers
influencing
on
brand
ACribu%on
43. 43
USE
A
SPECIFIC
GRAPHIC
STYLE
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
2-‐
Brand
signs
and
cues
Crea)ve
drivers
influencing
on
brand
ACribu%on
44. 44
CREATE
YOUR
OWN
ADVERTISING
CODES
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
2-‐
Brand
signs
and
cues
Crea)ve
drivers
influencing
on
brand
ACribu%on
45. A
few
rules
to
op%mize
correct
brand
aCribu%on
:
1. AZribu)on
is
not
directly
related
to
the
number
of
%mes
that
your
brand
is
men%oned
on
the
crea%ve
nor
to
the
size
of
your
brand
name
or
logo.
It
surely
helps
but
other
factors
have
to
be
considered
2. The
brand
has
to
logically
and
naturally
come
out
of
the
crea%ve
through
uniqueness
and
crea)vity
3. Keep
in
mind
that
the
brand
should
always
be
at
the
centre
of
your
crea%ve
story
45
Crea%ve
drivers
ac%ng
on
brand
aCribu%on
46. 46
YOUR
CREATIVE
IS
ONE
OF
THE
KEY
DRIVERS
OF
YOUR
OUTDOOR
CAMPAIGN