New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical
Sean Dunn, Account Director, Vision CriticalSally Joubert, CEO, Luma Research
2005 Timing When do you need the results by? Supply any cri0cal dates that may be relevant… Results by the end of November will allow enough 0me to make any changes prior to the ad airing in 2006. Four month ad development 0meline Month One – ad ready for tes0ng Month Two – tes0ng and feedback Month Three – ad revised based on research Month Four – ad on air
2012 When do you need the results? Now One week ad development 0meline Day One – ad ready for tes0ng Day Five – tes0ng and feedback Day Six – ad revised based on research Day Seven – ad on air Project completed in 5 days from commissioning.
• The fragmentation has created huge changes in the way we can “We really do live now in a world market brands….from of multi-media, multi-channel budget setting to the and multi-platform creative approach to the communications, where the role of the media consumer can dip in and out of planner. their chosen media…..” Jim Marshall, Media Planning in the Digital Age - 2011• Never has media been richer and more complex.
Online Adver0sing: From last to second in Ad Spend in less than 10 years… Mul0 Channel is needed for Eﬀec0veness… “Interestingly, this trend is confirmed by IPA Effectiveness Awards winners over the last 20years. In 1990 the winners were on average using just two media channels, in 2000 itincreased to slightly over four, but in 2010 it had increased to over nine. Recent winnersin this years Awards, such as Walkers, first direct and Aquafresh have demonstrated ahighly effective multi-media approach” (Marshall, 2011, p2)
The opportunities and challenges facing brandcommunications as a result of changing landscape
Challenges• New interactive formats• Too many messages/clutter – tough to cut through• Too fast (expected to get messages out quicker to “keep up”)• Content Integration – Integrated campaigns across channels so your brand has a clear message(s).
OpportunitiesNew channels make it easier to target demographics Enhanced power (ability to go viral) Interac0ve capabili0es
CONTENT IS KEY Media channels are important but having the right content is s0ll crucial “Having the right content is what makes a • Independent of these campaign -‐ not necessarily the channels. changes, the most cri3cal Brands need to think about how their piece of adver3sing is audience react, par3cipate and even create to get the content right. So their own content from what they provide, that it… and then take it to other channels. When an audience does this, not only is it – Stands out indica3ve of geCng the content right for – Is consistent and clear the target audience, it also has greater reach and saves the brand 3me and eﬀort in inves3ng in yet another channel” (Gibbon, 2011, p1)
An advertising testing methodology that is tried and true
What is it? Based on latest thinking about the brain and how ads work Measure brand feelings Predictive Message Content Will my ad cut-through? Branding Is it effective? Purchase Intent Validated ad Diagnostic effectiveness How can I fine-tune? benchmarks & norms Innovative Comparison to database ad- testing tool of over 6,100 ads p.14
How can you use it? Remove The Ad Op0miza0on Rapid-‐Fire Responses Guesswork Diagnose strengths, When ad decisions Listen to audience weaknesses & ﬁne tune need to be made fast feedback crea3ve concepts Early Tracking/Post-‐ Ad Benchmarking Compare Alterna0ves Tes0ng Compe3tor ads or Choose the winning Monitor in-‐market comparing global ads idea! performance across mul3ple countries
• An adver3sing tes3ng methodology that is tried and true. add+impact on ®
Steroids = Leveraging Technology Aen0on Brand Bonding Does the ad get the aen0on of the target audience? Does the adver0sing enhance feelings towards the brand?
In Summary…• OMG It’s all changing…• Content testing cannot be sacrificed• Keep up by putting your communications testing on steroids add+impact on ®