25 July 2017...2017/07/25 · Advertising Appeal Meaningfully Different Low +19% +21% +82% +187%...

25 July 2017

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

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Left Margin Right Margin

Major Brands Were Born Through Video

2

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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3

To the World of Today

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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In a world where we block ads more than ever…

4

… we continue to send brand messages

62%

47% 46%

25%

I skip ads wheneverI can

I installed an adblocker/changed

settings

I look away fromscreen/do

something else

I don’t mind ads

Totally

Explicit

34%

Totally

Implicit

15%

Mostly

Explicit

30%

Mostly

Implicit

21%

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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And the risks involved are getting greater…

5

% d

iffe

rence E

xposed v

s. C

ontr

ol

Brand Favourability Purchase Intent

Best (top 20%) Average Worst (bottom 20%)

-3.3

1.8

7.7

-3.5

1.3

6.4

6

6

FIVE WAYS TO MAKE

A LASTING IMPRESSION

#1

MAKE A MEANINGFUL IMPRESSION

7

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Show meaningful difference

8

MEANINGFUL

DIFFERENT

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Meaningful difference makes good creativity great

9

High

High

Low

Advertising Appeal

Meaningfully Different

Low

+19%

+21%

+82%

+187%

ANALYSIS OF SAME 95 BRANDS Average change in brand value from 2007-2017

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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10

#2

WORK WITH THE BRAIN,

NOT AGAINST IT

11

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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13

MAKE

PEOPLE

‘FEEL’

SOMETHING

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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#3

GOOD STORYTELLING

LEAVES AN IMPRESSION

15

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Stories leave impressions

16

Ads with no story Ads with story

Story

38%

No story

62%

Explicit

68%

Explicit

56%

Implicit

32%

Implicit

44%

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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17

#4

NO BRAND

MEANS NO IMPRESSION

18

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Branding is the best single predictor of in-market effects

19

53%

59%

68%

Low Branding Medium Branding High Branding

High branding scores related to stronger sales effects

55

26

Stories with Good Brand Fit Stories with Bad Brand Fit

Brand ‘fit’ is vital in making story ads compelling

Short Term Sales Increase (%) Motivation

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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20

#5

GET THE CHANNEL RIGHT

21

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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22

TV and digital; a partnership

Digital Ad spending of total Ad Spends

2015 2016 2017 2018 2019 2020

Singapore 16.9% 20.3% 23.8% 27.2% 29.6% 30.8%

Malaysia 14.3% 17.0% 19.7% 22.3% 23.9% 25.2%

Philippines 13.1% 16.2% 18.7% 21.0% 22.9% 24.2%

Vietnam 13.0% 16.0% 18.4% 20.6% 22.5% 23.6%

Thailand 12.7% 15.1% 17.5% 19.8% 21.5% 22.7%

Indonesia 12.5% 14.8% 17.1% 18.8% 20.1% 21.5%

Asia-Pacific 34.4% 39.4% 44.4% 48.8% 51.2% 53%

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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1 MAKE A

MEANINGFUL

IMPRESSION

2 WORK WITH

THE BRAIN, NOT

AGAINST IT

3 GOOD

STORYTELLING

LEAVES AN

IMPRESSION

4 NO BRAND

MEANS NO

IMPRESSION

5 GET THE

CHANNEL

RIGHT

23

25 July 2017...2017/07/25 · Advertising Appeal Meaningfully Different Low +19% +21% +82% +187%...

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Transcript of 25 July 2017...2017/07/25 · Advertising Appeal Meaningfully Different Low +19% +21% +82% +187%...