Spot-On - The Rapid Advertising Concept Prototyping & Testing System

1,239 views

Published on

Procter and Gamble and QuantumWorks funded prototype development of a system which allows more concepts to be created and tested at lower costs to produce ads the will be more effective. Video samples at http://www.youtube.com/user/Realtime3d4all
First press release at http://tinyurl.com/6ar8js
Prototype tool sample screens at http://tinyurl.com/Spot-On-4
This tool has also been known as SpotMaster and ConceptMaster

Published in: Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
1,239
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Spot-On - The Rapid Advertising Concept Prototyping & Testing System

  1. 3. the situation
  2. 4. tv spots are created and tested today the same way they were back in 1968
  3. 5. the process is cumbersome, time consuming, expensive and inefficient
  4. 6. the solution
  5. 7. spot - on ™
  6. 8. spot - on ™ is an all-in-one package that provides advertisers and agencies with a simple, inexpensive, efficient way to create and test tv spots
  7. 9. spot - on ™ provides the agency creative with a desktop digital tool as easy to use as powerpoint
  8. 10. spot - on ™ creates digital test commercials in as little as an hour
  9. 11. spot - on ™ lets agency creatives try more ideas in less time and provides a better way to present their work to advertisers
  10. 12. spot - on ™ produces test commercials with proven real-world viability and testability
  11. 13. spot - on ™ lets advertisers and agencies test ideas faster and easier -- at much less expense
  12. 14. the spot - on ™ key user ™ online portal provides instant feedback that lets advertisers and agencies confidently move forward with the right ideas
  13. 15. spot - on ™ is time efficient spot - on ™ currently Testing and evaluation quick and rough production presentation and revisions creative exploratory 1 day 0 days 7 days 7 days 28 days 28 days 14 days 7 days
  14. 16. spot - on ™ is cost efficient spot - on ™ currently Testing and evaluation quick and rough production presentation and revisions creative exploratory $10,000 $0 $6000 $6000 $50,000 $75,000 $12,000 $6000
  15. 17. what advertising agencies say
  16. 18. “ this means we could come to our clients faster, with more ideas -- having already gotten valuable feedback from consumers when we present them. it could change the way everybody thinks about advertising” - kevin roberts, ceo, saatchi advertising
  17. 19. “ this is a great tool for storyboarding and presenting ideas. the real win for us, though, is that we’re able to avoid the blood, sweat and tears of quick and rough production” - mary bishop, exec vp, leo burnett advertising
  18. 20. what advertisers say
  19. 21. “ it allows us to work faster and it involves the consumer at every step. better yet, it means we can actually be more creative.” - bob’s golf buddy, brand director, purex
  20. 22. “ anything that makes us work more cost efficiently without sacrificing valid consumer input is something we need, particularly these days” - greg shearson, vp brands, Quaker Oats
  21. 23. the current market potential
  22. 24. $850 million in test production costs
  23. 25. $2.5 billion in testing costs
  24. 26. the business plan
  25. 27. “ the first one is free”
  26. 28. give spot - on ™ to one advertiser and their agency
  27. 29. use spot - on ™ to create and test commercials for one brand
  28. 30. publicize spot - on ™ ease-of-use, cost efficiency and testing viability via testimonial from creative, research and brand people
  29. 31. use spot - on ™ initial publicity to interest 10-20 advertiser and agency early adopters
  30. 32. provide free software and on-site help to spot - on ™ early adopters in exchange for further testimonial
  31. 33. send spot - on ™ demo and initial results to key creatives, research and brand people
  32. 34. hold spot - on ™ seminars for agency creatives to build awareness and distribute free demos
  33. 35. hold spot - on ™ seminars for advertiser and agency research directors to demonstrate ease-of-use, cost savings and viability
  34. 36. develop spot - on ™ website to provide help, free tools, tips and feedback forums for users
  35. 37. stage free spot - on ™ workshops at agencies to further understanding of product
  36. 38. set up spot - on ™ “best test commercial” award and display entries on website
  37. 39. give spot - on ™ free to universities such as pratt, syracuse and school of visual arts -- for use by advertising majors
  38. 40. stage spot - on ™ screening of early test spots at movie theatre for ad age, ad week, brand week, wall street journal and new york times
  39. 41. the goal
  40. 42. capture 15% of the test production market by year two
  41. 43. capture 5% of the total test market by year two
  42. 44. the players
  43. 45. brian phelps, chief executive officer has been in software development for over 15 years and ceo of 3 software companies
  44. 46. steve tice, chief technology officer developed spot - on ™ and has been a software and game engine developer for 25 years
  45. 47. bob sukys, director of advertiser marketing has been a commercial production supervisor and marketing consultant for 20 years
  46. 48. bill vernick, director of agency marketing has been an advertising creative director and marketing consultant for 20 years
  47. 49. development costs
  48. 50. $1.1 million to finish software
  49. 51. $.7 million to create online research portal
  50. 52. $.7 million to publicize and market product
  51. 53. spot - on ™ easy does it

×