Driving Effectiveness with Talkworthy Advertising

Driving Effectiveness WithTalkworthy Advertising

Brad FayChief Operating Officer

Keller Fay Group

David PoltrackChief Research Officer

CBS Corporation

Graeme HuttonSVP, Group Partner

UM

An ad’s ability to generate conversation and sharing is an important factor in its success in driving sales

Certain types of ads are more likely to generate “sharing” behavior than other types of ads

It’s in a brands best interest to plan for and optimize a campaign’s likelihood to provoke conversation

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Generating Brand Conversations is Shown to Be a Critical Function of Paid Advertising

WOM Index

TV Sales Response Index

0

100

200

300

400

500

600

700

0 100 200 300 400 500 600 700

Relative WOM

Relative TV Response*

Brand Mentions Index vs. Relative TV Campaign Response*

According to recent analysis of more than 250 campaigns, advertising that drives WOM is much more likely to drive sales

An Engagement Labs CompanyKeller Fay Group

About a Third of WOM’s Sales Impact Is Attributable to WOM Acting as an “Amplifier” to Paid Media

WOM21%

WOM Amplifier10%

Paid Media69%

% Impact of Paid Media and WOM on Business Performance

Average Across Studies

Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association.




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There are Many Tactics That Can be Used to Help Advertising Incorporate More Pass-along Value

The Higher We Can Inspire Consumers’ Emotion, the Greater Chance of Boosting Sharing

Brand messages that are Entertaining, Inspirational or Useful are most likely to generate results

Drives Recommendation

Promotes a Cause

Sets you a challengeIs about a person you

are interested in

Helps you connect with new people Experiences to share with

friends & familyIs interesting or controversial

Is useful and something others don’t know

Helps you express yourself

Inspires you

Entertaining & fun

Provides useful info/ how to tips

Tells you something new and unexpected

Helps you indulge your passions and interests

Teaches you about the brand

People Like to Share

Messaging Can Be Optimized to Campaign Objectives

Different types of content are better at moving the needle on different marketing objectives

0%

10%

20%

30%

40%

Desire Trial Commitment

Challenges you

Provides experiences to share with friends/family

Teaches you about the brand

Entertaining & fun

Interesting or controversial & will spark debate

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION




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CBS and Keller Fay Partnered on a Study at Television City to Test the ‘Talkability’ of Advertising

• Over 500 people watched a 30 minute show, including 4 promos and 8 ads, and took a post-viewing survey

• 7 days later, they were re-contacted to take a follow-up survey online

• A subset of respondents viewed the content in friends/family groups of 2 or 3 people each

• 6 Auto, Restaurant and Insurance ads were tested


We Learned Word of Mouth Responds Measurably to Television Advertising Exposure

3%

18%

Cross-Category Average - 6 Cases

% of Respondents Talking About Brand (6 Cases)Unexposed Exposed

All the ads tested showed significantly more WOM behavior in the 7 days after exposure to the test

There was very little correlation between Ad Recall and WOM

A indicates statistically significant difference at 95% confidence level

A


Social Viewing Was Shown to Multiply the WOM Effect of TV Advertising


3%

15%

33%

Cross-Category Average - 3 Cases

% of Respondents Talking About Brand (3 Cases)Unexposed Exposed Alone Exposed in Group

Respondents who viewed with others were more than twice as likely to talk about advertiser brands in the week following

A

A


5% 3% 0%

22%14%

10%

44%

30%26%

Restaurant Auto Insurance

% of Respondents Talking About BrandUnexposed Exposed Alone Exposed in Group

Group Viewing Provided at Least 2x Lift in Talk Across All Categories Tested


Top-Tier WOM Category Mid-Tier WOM Category Bottom-Tier WOM Category

AA

A

A

AA


3% 2%

14%

8%

Chevy Malibu Nissan Rogue

% of Respondents Talking About BrandUnexposed Exposed Alone

Within the Auto Category, There Was a Substantial Difference in Talking Between the Two Brands

A indicates statistically significant difference at 95% confidence levelA indicates statically significant difference at 90% confidence level

A

a


Ads Generate More Word of Mouth When a Relatable Story is Being Told

Chevy Malibu Nissan Rogue

In Conclusion

• One of the main ways advertising drives sales impact for brands is by getting people to share and talk about them

• Inspiring emotion with entertaining and surprising moments makes a brand’s content more shareable and talkworthy for consumers

• Pre-testing creative for its talkability will help brands optimize the impact of their marketing efforts

• Group viewing provides a significantly more impactful environment for advertisers

Thank you!

Driving Effectiveness with Talkworthy Advertising

Marketing

Transcript of Driving Effectiveness with Talkworthy Advertising