New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical
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Transcript of New media happens so fast. How do you keep up?: Add+Impact powered by Vision Critical
Sean Dunn, Account Director, Vision Critical Sally Joubert, CEO, Luma Research
2005
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
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.
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.
2012
• The fragmentation has created huge changes in the way we can market brands….from budget setting to the creative approach to the role of the media planner.
• Never has media been richer and more complex.
“We really do live now in a world of multi-media, multi-channel and multi-platform communications, where the consumer can dip in and out of their chosen media…..” Jim Marshall, Media Planning in the Digital Age - 2011
Online Adver0sing: From last to second in Ad Spend in less than 10 years…
“Interestingly, this trend is confirmed by IPA Effectiveness Awards winners over the last 20 years. In 1990 the winners were on average using just two media channels, in 2000 it increased to slightly over four, but in 2010 it had increased to over nine. Recent winners in this year's Awards, such as Walkers, first direct and Aquafresh have demonstrated a highly effective multi-media approach” (Marshall, 2011, p2)
Mul0 Channel is needed for Effec0veness…
The opportunities and
challenges facing brand
communications 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).
New channels make it easier to target demographics
Enhanced power (ability to go viral)
Interac0ve capabili0es
Opportunities
Campaigns that got it wrong
CONTENT IS KEY • Independent of these
changes, the most cri3cal piece of adver3sing is to get the content right. So that it… – Stands out – Is consistent and clear
Media channels are important but having the right content is s0ll crucial “Having the right content is what makes a campaign -‐ not necessarily the channels. Brands need to think about how their audience react, par3cipate and even create their own content from what they provide, and then take it to other channels. When an audience does this, not only is it indica3ve of geCng the content right for 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
p.14
What is it?
Diagnostic How can I fine-tune?
Innovative ad- testing tool
Message Content Branding Purchase Intent
Predictive Will my ad cut-through? Is it effective?
Comparison to database of over 6,100 ads
Based on latest thinking about the brain and how ads work
Validated ad effectiveness benchmarks & norms
Measure brand feelings
How can you use it?
Rapid-‐Fire Responses When ad decisions need to be made fast
Remove The Guesswork
Listen to audience feedback
Ad Op0miza0on Diagnose strengths,
weaknesses & fine tune crea3ve concepts
Compare Alterna0ves Choose the winning
idea!
Early Tracking/Post-‐Tes0ng
Monitor in-‐market performance
Ad Benchmarking Compe3tor ads or
comparing global ads across mul3ple
countries
• An adver3sing tes3ng methodology that is tried and true.
add+impact® on
Steroids = Leveraging Technology
Brand Bonding Does the adver0sing enhance feelings towards the brand?
A\en0on Does the ad get the a\en0on of the target audience?
In Summary… • OMG It’s all changing… • Content testing cannot be sacrificed • Keep up by putting your
communications testing on steroids
add+impact® on
Thank You!